Salons strike an interesting balance between being brick-and-mortar businesses and relying on digital spaces to generate new leads and increase retail sales. In many cases, they are a unique hybrid between a traditional business model and a modern model that is more reliant on online resources.
Thanks to the shift toward digital marketing and the propensity for potential customers to turn to the Internet for information, it’s imperative that your beauty biz has a strong digital presence. From your website to your social media, establishing your brand in the digital space is essential. Among all the platforms and possible ways of reaching your ideal audience, Google stands out as being the most important.Key Takeaways
Google is the dominant search engine and force for digital marketing, making it extremely important to the success of your beauty business. From perfecting your SEO to setting up your Google Business profile, there are several ways that you can leverage Google to your benefit.
Google Business and Your Salon: What to Know
Search Engine Optimization - A Key Component of Digital Marketing
Google is the most popular search engine (by far), making it absolutely essential for small businesses to do their best to maximize their presence on the platform. When potential customers use Google to search for salons, skincare, or other terms related to your beauty biz, you want them to see your business at the top of the page.
The order of the results that come up when you search for certain terms on Google is no accident. Google ranks those results using algorithms, so it is important to use search engine optimization (SEO) strategies to boost your ranking and increase the visibility of your business.
There are many factors that play a role in Google’s formula, ranging from the number of characters in a particular section to the keywords you include in those characters. It can be quite overwhelming to attempt to perfect your SEO, especially when you consider the numerous platforms you likely have–your website, social media channels, and more.
While it would be ideal to develop a flawless SEO strategy and implement it immaculately, don’t get weighed down with perfectionism. Do a bit of SEO and keyword research, implement it where you can over time, and watch your Google search results ranking soar. Alternatively, you can work with an SEO expert to refine your approach and help boost your beauty biz ranking on Google.
Encourage Clients to Leave Google My Business Reviews
Google My Business is another key component of Google’s ranking algorithm. Establishing your Google My Business account and thoroughly setting it up is a great first step toward improving your rank, but don’t stop there. Accumulating five-star reviews is one of the best things you can do for your business and its visibility on Google.
This particular aspect of the Google puzzle takes time, so don’t put a ton of pressure on racking up reviews immediately. Instead, start encouraging your clients to leave reviews and have a process in place for doing so.
In addition to providing your customers with an exceptional experience, reach out to them after their appointments to remind them to leave reviews. You can do this in person when they visit or via email a week or so after. Regularly sharing client reviews is another great way to encourage clients to leave reviews. It shows that their feedback is valued, and you not only read the reviews but truly appreciate them.
Getting your team involved is also important. You can gamify the process by hosting a beauty biz competition to see who can secure the most five-star reviews. Providing incentives will further encourage your team to focus on getting positive reviews. Get creative, make the rewards fun, and view this opportunity as a team building exercise, not a strictly individualistic competition.
Start Blogging
Those keywords we mentioned? Going overboard on your website can actually hurt your Google ranking, so it’s better to find clever ways to implement them rather than trying to fit them all into descriptions and your website’s primary pages. This is where blogs shine.
Flexing your creativity, sharing your expertise, providing your audience with real value, and working in keywords are all advantages of starting a blog. Stay consistent with your brand voice, post on a schedule, and try to keep things engaging as you hit those all-important keywords, and your blog (and Google Business ranking) will thrive!
Google Business is an essential part of increasing your salon’s visibility, appearing legitimate, and attracting new customers. Thankfully, there are simple ways to boost your ranking and find success using Google. All it takes is a bit of research, some consistency, and a touch of time.
For more beauty biz insights, be sure to subscribe to Beauty Insurance Plus and visit our blog. With plenty of pointers for growing your business and furthering your career, the resources we provide will give you the edge you need to live your best life as a beauty pro.