How to generate more customers through an effective marketing strategy?

It is important to clearly define your marketing strategy for your beauty salon in order to obtain lasting results. These tips are obviously valid whether you own a hair salon, a tattoo parlor or a nail salon.

Beauty marketing strategies must be precisely defined and all your employees must be trained in their use.

These marketing strategies should encompass all areas of the business, including advertising and promotion.

In this article, we will give you the tools to master the basics of beauty marketing.

Let's see it all together.

*Reading time 10 min

1. Gain visibility

2. Stand out from the competition

3. Become more profitable

4. Improve your brand image

5. Measure returns

An effective beauty marketing strategy is important for your beauty salon because it allows you to attract more customers and thus increase your profits.

But what is an effective marketing strategy for a beauty salon, a hair salon or a tattoo parlor?

1. How to gain visibility?

Gaining visibility is the first step in an effective beauty marketing strategy. This allows you to make your world and your work known to your target audience.

According to a recent study, the cumulative length over a day of everything you scroll every day is equivalent to 2 football fields!

This indicates that the Internet audience has the habit of scrolling through their news feed without really realizing it.

It is therefore IMPERATIVE to capture the attention of your audience, this is the basis of effective marketing strategies.

Upstream communication work can be very useful in preparing your launch (setting up a blog, publishing a white paper, participating in events, free training, etc.) .

These are means of mass communication that make it possible to reach as many people as possible.

This allows you to see who is really interested in your work and above all to introduce it to other people.

To gain virality and exposure, there is no real miracle recipe.

We nevertheless recommend a few tips to integrate into your marketing strategy:


Create quality content: your content must be quality, that is to say interesting, entertaining and original. Indeed, the content must be delicious for the Internet user. Internet users must want to come back to your account, share with other people and ESPECIALLY use your products and services.

Also, when you create content or lay out the first lines of your marketing strategy, ask yourself the following question:

“What can I do differently to make my audience stop at my post? ”

Today, everyone is scrolling through their news feed frantically.


Multiply your acquisition channels: in order to develop your visibility and gain visibility, you must multiply your acquisition channels. Among these channels, we can cite the following: social networks, advertising campaign, SEO (natural referencing on Google) , Email, Display , etc.

Answer current questions: Beauty is a subject that interests many people.

There are always questions about beauty that come up asked. You can also, for example, comment on the news of your favorite stars.


Create interesting videos: Videos often create buzz. These are means of communication that reach a large audience and above all allow you to differentiate yourself from other brands.


Know your audience well: you must know your target well and understand it thanks to your advanced statistics. Today, everyone is marketing on social media and just because your business is small doesn't mean you can't have a place there. This being said, you must not neglect the field in your marketing strategy and discuss with your customers to understand them better.


Media purchasing: in your marketing strategy, you must understand how to build and put online an effective advertising campaign that will bring you real customers. Google, Meta ( Ex Facebook, Instagram) , Snapchat and Tik Tok (among others) , have ultra-powerful advertising platforms which will be your best allies in developing your turnover when you have learned to master them.

2. Stand out from the competition

The beauty industry is an ultra-competitive sector.

Marketing strategies are not lacking on the web, but it is complicated to find truly effective ones.

Keep in mind that your marketing strategy must absolutely set you apart from all your other competitors.

But how to do it ?

Create and Build Your Brand : Building a brand should be the top priority for every business in their marketing strategy.

Brands are very important today and they are your best asset for success.

They allow you to define your universe, highlight your values ​​and your uniqueness. (We will see this point more precisely in point No. 4 Improving your brand image.)

Make your brand known : you should know that if you do not make your brand known, no one will know you and therefore no one will buy from you.

It is therefore essential to ensure that your brand is known as much as possible on all communication platforms.

Create your own graphic charter : one of the important points in your marketing strategy is that you must create your own creative universe.

To do this, choose your colors (never more than 3) , your fonts, your logo, your tone, etc...

Your graphic charter must be coherent and correspond to your brand. ( *We will see this point in detail in point no. 4 below)

Create a buzz : a good marketing strategy must include video content.

Video is today the best way to stand out.

Videos create buzz, reach a large audience and allow you to attract customers who did not know your brand, and above all to differentiate yourself from your competitors.

Improve your reputation : several factors influence the reputation of a company (including the level of satisfaction of its customers) , but the reviews posted by consumers of your products and services are the most important.

These reviews can be positive or negative, but they all need to be addressed. The number of reviews determines your reputation among potential customers.

In your marketing strategy, define standard responses and document the cases you may have.

Organize events : the best way to communicate with your customers is to speak to them directly.

Organize parties, tastings, product tests or events.

You will then have the opportunity to chat with your customers and get to know them better.

In your marketing strategy, include partnerships that you can link with brands and/or service providers.

3. Become more profitable

Profitability must be at the heart of your strategic thinking.

You must learn to identify and optimize the levers that are the most profitable in carrying out your marketing strategy.

You must also control fixed costs, variable costs, but also costs relating to marketing and your advertising campaigns.

This will help you avoid certain management errors which can be fatal.

Improve the visibility of your website : when you sell your products or services on the Internet, you must make it easier to locate and purchase them.

To do this, you must improve the accessibility, visibility and ergonomics of your website.

These elements will also help you improve the conversion rate of your website.

Improve the user experience : remember a simple rule to include in the marketing strategy. Your audience should be 2 or 3 clicks maximum away from making an appointment or purchasing your products/services.

To do this, you must simplify your marketing strategy for making appointments or purchasing online as much as possible.

Improve your conversion rate : one of the most important criteria for measuring the effectiveness of your website marketing strategy is the increase in the conversion rate.

In other words, you need to improve the number of people who make appointments or buy your products/services on your website.

Depending on your marketing strategy, you can use means of communication such as natural referencing, social networks, paid advertising, etc.

Focus on Existing Customers : Here's a mistake many beauty professionals make, focusing on acquiring new customers while forgetting about existing ones.

A good marketing strategy must also take existing customers into account.

Focusing on existing customers is the surest way to improve your turnover.

Developing your customers will allow you to generate more turnover and stabilize recurring income.

For these reasons, you need to think about effective marketing and customer loyalty strategies that can be easily implemented.

Remember, your website must be an extension of your institute.

It must be designed and optimized for customer acquisition, but also to make life easier for your existing customers (online reservation, wishlist , customer account, etc.) .

Your site must therefore be used as a loyalty tool for existing customers so that they come back to your salon more often.

Do not hesitate to make models of your site and include the customer journey in your marketing strategy.

4. Improve your brand image

After having created your brand, your visual identity and started to generate your first customers, you will need to create your own universe and improve your brand image.

You need to include these elements in your marketing strategy.

• What is branding?

Brand image is the set of constituent elements of the visual message that represents the company.

• How to define your brand image?

Brand image is made up of different components:

> The name (or names) of the company;

> The logo;

> Colors ;

> Visual style ;

> Identification objects (business card, sign, etc.) ;

> The graphic signature and typography;

> The supports ( cops , poster...)

For this, we strongly recommend that you call on a professional graphic designer to create a coherent graphic charter. 

5. Measure returns

Remember this simple rule to include in your marketing strategy: you can only improve what you measure!

You absolutely must measure all your marketing actions in order to better understand how your audience and customers interact with your business.

To do this, you can use sales data, time spent on your website, number of visitors, social networks or even customer feedback.

With this information, you will be able to optimize the impact and effectiveness of your campaigns and all the actions you implement in your marketing strategy.

Also, the more you master the use of data, the more you will be able to take advantage of it in order to improve every day.

For information, 96% of people do not buy on their first visit to a site and 75% of them start on one terminal and end on another. The “ last click” model is therefore becoming more and more open to criticism since it barely reflects reality.

Various tools are available to collect data and better measure your actions. Among them, we can cite:

• Pixels from social media advertising platforms (Facebook, Snapchat , Tik Tok , etc.) ,
• Google Analytics : Google tool that allows you to track all the activity on your website
• Hotjar : tool that allows you to create HEATMAPs of your audiences .
• etc. ..

We advise you to list in your marketing strategy all the tools that you think are best suited to your needs. 

Do not hesitate to contact us if you would like to learn more about the really useful tools.

Concretely Thanks to data collection and your marketing strategy, you will be able to:

• Re-target customers who have already seen you so that they come back to make an appointment or buy your products,

• Implement strategies that will allow you to segment your campaigns and reach customers effectively,

• Set aside audience profiles that you do not want to reach,

• And much more...

If you would like to learn more about this subject, do not hesitate to contact us by clicking here: https://www.sobellaparis . com/pages/contact

If you have come this far, it is because you are interested in Marketing strategies and want to learn more and learn how to generate more customers for your business.

On Sobella Paris, we have implemented all the elements we mentioned above.

We created our own marketing strategy and tested different techniques. Naturally, it is difficult to go into more detail and develop a marketing strategy as a whole.

If you would like to discuss this with us, we can schedule a free call and discuss your marketing strategy in more detail.

We can then take the time to discuss and understand your problem. We will also be able to help you and advise you as best we can.

To do this, do not hesitate to contact us free of charge by clicking here: https://www.sobellaparis . com/pages/contact