THOUGHT PROCESS
Health and beauty products rank 5th among the top 10 categories of goods purchased through Pinterest-driven web traffic. Here are eleven marketing ideas that can help grow your Salon Suite by pairing images with your expertise on social media.
ACTION STEPS
Get the attention of beauty-lovers near you by combining imagery with expertise on social media.
11 Ways to Grow Retail and Service Sales on Social Media
1. Model, celebrity or client photos showing products in action + tips
From your own photos to shots snagged from fashion sites to those of other pinners, write up a quick how-to listing the products you would use from your own retail to create the look. Link back to your web site’s product page or – better yet – add a landing page to your website featuring the photo plus the tips and list of products as well as how customers can purchase those products from your Salon Suite.
2. Step by step hairstyle + hot link to appointment booking
Few clients can pull off step-by-steps, especially when those steps involve using both hands behind the head! Share step-by-step photo tips along with a link to your online booking or contact us web page. Better yet, add a landing page to your Salon Suite’s web site showing the step by step photos and instructions, along with a “book your appointment for this now” link to online booking software, email or click-to-call button.
3. Product collage with what’s needed to achieve desired results – repair, protect, remedy overnight, etc.
In many cases, clients need a regimen and more than one product in order to achieve maximum results. Show off grouped products along with a relevant photo, an explanation of why each is needed and how they work in tandem.
4. Seasonal must-haves – spring, summer, sun-kissed skin, etc.
For clients looking for a change or those that like to be on the cutting edge, a list of seasonal must-have styles, tools, accessories and products can stimulate both appointment bookings and retail sales.
5. Guides – best beauty buys, guides for specific types, etc.
Pin a graphic laid out in Infographic style showing best beauty buys or must-have products for those with certain types of hair, skin, nails, etc.
6. Top 10 lists
Top 10 lists can show off best sellers or best-kept secrets when it comes to your salon suite’s retail products. Likewise, you can stimulate appointment bookings by showing off the top 10 looks of the year previous or for the year ahead. You can also show top 10 ways to style a given haircut or list the top 10 benefits of retail products you want to promote.
7. Beauty ‘hacks’
Beauty “hacks” are shortcuts and home remedies that only insiders get to know about. Educate your clients about simple ways they can enhance beauty through nutrition when used alongside the products and style they receive from your Salon Suite.
8. Must-have accessories and tools
There are clients who will pay more for professional-quality tools and accessories, especially if you school clients in how to use those tools at home while they are still at the Salon Suite. Start the conversation with a how-to photo graphic on social media showing tools and accessories in action.
9. Before and after photos
As they say, the proof is in the pudding. Build your client base and stimulate retail sales with before and after photos that show instant improvements or a progression showing results achieved over time.
10. Quotes and inspiration
Landing pages with quotes, and quote images tend to get lots of shares on social networks These types of shares help you increase brand awareness and can even drive traffic to your website as well as your social profile pages.
11. Branch out
Take another look at the Top 10 Categories of items sold resulting from Pinterest-driven web traffic. If the same type of demographics (8 out of 10 Pinterest users are women) fall among your own target markets, then adding items to your retail offerings from some of these other categories could also help you boost your salon’s retail sales:
Top 10 Categories Purchased through Pinterest
1. Clothing and apparel
2. Accessories
3. Art, hobbies and art supplies
4. Home, garden and pool/spa
5. Health and beauty
6. Footwear
7. Flowers, food, drink and gift
8. Baby gear
9. Entertainment (books, music, movies, etc.)
10. Sporting goods
*sources: National Retail Federation via RichRelevance and 2012 Social and Mobile Commerce Study by Shop.org, comscore and The Partnering Group; National Retail Federation Insight Report: Modern Marketing
