Beauty LaunchPad - March 2014 - (Page 116)
Live & Learn/Social Network
We asked our Twitter
and Facebook friends
to share the greatest
received from a client.
Winstead: You didn't
just cut my hair. You
changed my life.
This month, we tap social media marketing expert Kelly Ehlers to
answer your burning web-related questions.
Kallie Wulfkuhle: I want to know how to set my salon apart from others in this super-small town.
We have a Facebook page, but it's not doing much, even after two years. I'm new, and working on
revamping our page. What should I include speciﬁcally?
Kelly Ehlers: Kallie, I have three strategic suggestions for setting your salon apart from the rest:
* What's your speciﬁc voice? Salons are different from one another because the people who work
in them are unique! Be sure to let your salon personality shine through on social media.
* Run a social media campaign! Seventy percent of people who follow brands on Facebook do
so for exclusive deals and promotions. It doesn't have to be a big promotion-you don't need
to discount the value of your services-but even giving away a product within a trivia post, or a
sample when clients book with your Facebook promo code, is a great way to start.
* Promote your Facebook page within your salon, whether it's mirror clings or a conversation with
each guest while she's in your chair. Be sure to think about how you are promoting your social
networks ofﬂine as well as online.
Gloria Lopez: I want to know where to invest my marketing money. I have tried the local
newspaper and magazine, and I don't get great results.
KE: Isn't this the age-old question? We've seen fantastic results using promoted posts on
Facebook, and you reach a much broader audience than newspapers or traditional media outlets.
Something you might also look into is Yelp, depending on how active your community is on that
speciﬁc site. I've seen salons get huge spikes of foot trafﬁc by building up their Yelp pages.
Brandi Wein Woodﬁne: I have launched my Facebook page and it's doing well; now I have to grow
my audience and get more "likes." I have seen that posting a giveaway contest where people "like"
and share your page by entering their name seems to work quite well. What is the best way to go
KE: There are some fantastic options for this! You could invest a small amount of money to test a
Facebook "like" ad, or you could do it organically with your current fan base. This will drive some
organic activity, but in order to create new "likes" we suggest reaching out beyond your current
Kelly Ehlers is President of Evoke Brand Strategies, a consulting company that develops digital
strategies for salon professionals. To connect with her, visit facebook.com/evokebrandstrategies
or tweet @kellyehlers.
116 | BEAUTY LAUNCHPAD | MARCH 2014
Frank Prescott: It took longer
ﬁnding you than it did ﬁnding
Kimberly Sills: I had a daughter
of a client come by and thank
me for being educated enough
in my work to bring to their
attention the 1st stage of a skin
cancer (squamous cell) on the
bottom of her mother's foot
during her pedicure. Because
of early detection they were
able to get it before it got worse.
That has been one of the most
rewarding days of my career!
Arica Burchﬁeld: From one of
my clients who is also dealing
with an illness...she told me
I made her feel like a woman
Misty Forkum: My client that I had
for 10 years moved to another
state, and after several months
she was in town to visit family. It
really wasn't what she said, but
what she did. She closed her
eyes and smiled the entire time I
cut her hair. I do mean the entire
time. I told her that smile was the
best compliment ever!
Table of Contents for the Digital Edition of Beauty LaunchPad - March 2014
Beauty LaunchPad - March 2014
On the Cover
Salon of the Month
Spring to Life
Detail for Retail
Head of the Class
Beauty LaunchPad - March 2014