Marketing plan for a beauty salon

beauty salon owner smiling in professional atire

Learn how to create an effective salon marketing plan that will help you stand out in the beauty industry.

Marketing is essential to the success of your business. But what are the best marketing strategies for a salon? And how can you create a marketing plan that will be successful?

This article will discuss how to build a successful salon marketing business plan. We’ll also provide salon marketing tips and a step-by-step guide on creating a plan so your salon can reach its marketing goals.

So whether you’re just starting or have been in business for a while, read on for tips and advice to help you attract new customers and grow your salon business.

How do I write a marketing plan for a salon?

If you’re a business owner in the beauty industry, having a marketing plan is essential for the success of your salon.

Without one, you won’t be able to reach your desired audience and create lasting relationships with existing customers. Without a marketing plan, you might not be able to identify industry trends or take advantage of effective marketing channels that could make a massive difference in your salon’s success.

If you don’t have a marketing plan, your business is at risk of not reaching its full potential. Maintaining modern trends and targeting the right audience is challenging without a plan. Utilizing effective marketing channels to bring customers into your salon is also challenging.

Creating a marketing plan for your salon doesn’t have to be difficult. Here are five steps that will help you get started.

1. Define what services your salon will provide

2. Define your beauty salon’s target market

3. Choose the proper marketing channels

4. Implement and track your marketing plan

5. Adjust your plan as needed

Let’s look at each one of these steps in more detail:

Define what services your salon business provides

When defining your salon’s services, it’s essential to consider what type of salon you are operating.

Another way to help you determine what services your beauty salon will provide is to think about your salon’s competitive advantage. What makes you unique compared to other salons? What skills do you have as a professional that the competition doesn’t?

At the end of the day, the most important thing is to start with a service you feel most comfortable providing. Here are a few ideas for services provided by some beauty salons.

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  • Online booking website
  • Access from any device
  • SMS & Email reminders
  • Take customer Before & After photos
  • Multi-location support

Hair salon services

hair dresser salon serving and styling client hair

A hair salon business includes haircuts, styling, coloring, perms, and extensions. “Hair salons” also have to distinguish whether they will provide services for men, women, or both. A hair salon can include everything from classic trims to edgy pixie cuts or modern layered looks.

Styling can range from blowouts to updos and curls. Coloring has everything from highlights to all-over dyes and special effects colors. Perms and extensions are also popular hair salon services.

In other words, whether you are giving haircuts or prepping a bride for the big day, you are in the hair salon business.

Nail salon services

nail salon professional polishing client nail

Nail salon services include manicures, pedicures, artificial nails, dip powder nails, and gel polish. Most salons offer a variety of nail art designs that range from simple to elaborate. Manicures and pedicures may also include facial treatments like exfoliation and massages.

Makeup salon services

blond make up professional in a salon styling eyes of a client

Makeup salon services include makeup application, contouring and highlighting, eyebrow shaping, lash extensions, and more. Makeup services may also have special effects makeup for photoshoots or theatrical performances.

It’s also important to consider, as we will see in more detail ahead, the type of salon you are setting up. Are you going for a high-end salon or a low-cost salon? Once you know exactly what services your salon will provide, creating the right marketing plan will be easier.

This way, you can focus your salon’s marketing plans on the services that make you stand out from the crowd and give your salon a competitive edge.

Define your salon’s target market

Knowing who your target audience is is essential when it comes to writing a salon marketing plan.

When creating a salon marketing plan, defining your target market is vital. This will help you determine which marketing channels should be used and what type of messages should be included in your marketing materials. Your target market consists of the demographic group most likely to purchase the services and products offered by your salon.

To help you answer your target market, we listed a few questions you could respond to help you narrow your strategy.

What is the age range of your salon’s target market?

An answer to the question “What is the age range of your salon’s target market?” is essential because it helps them determine which type of salon services will appeal to their target group.

Knowing the age range is also crucial for marketing because it dictates what kind of messaging should be used and what marketing channels will be most effective.

What is the gender of your salon’s target market?

The gender of your salon’s target market dictates what type of messaging to use and which marketing channels will most effectively bring new clients. For example, if you’re targeting women, you might want to include promotions for beauty services that are popular among women in your marketing materials.

You might also want to use female models in your ads and target websites with a predominance of female readers. Knowing the gender of your target market is essential for creating an effective salon marketing plan.

What is the income range of your salon’s target market?

An excellent salon marketing idea is considering your target’s income range. If you know that your target market is in a higher income bracket, you might consider using luxury branding in your marketing materials. You might also want to use popular marketing channels among high-income consumers.

On the other hand, if your salon’s target market is in a lower income bracket, you’ll want to use more affordable pricing in your marketing materials and focus on marketing channels that are popular among low-income consumers.

Salons that don’t know the income range of their target market miss out on valuable opportunities to connect with potential customers.

Where does your salon’s target market live?

Another excellent salon marketing idea is having an answer to the question, “Where does your salon’s target market live?” this is essential because it allows them to pinpoint which marketing channels will be most effective in reaching new clients.

Knowing where the salon’s target market lives enables the creation of content and the design of marketing campaigns tailored specifically to their local area.

Additionally, local businesses that know where their target market lives can use local marketing channels to reach potential customers.

What are some common problems of your salon’s target market?

Knowing the common problems of the salon’s target market help identify opportunities to provide solutions that will satisfy customers’ needs.

Additionally, a salon owner can use this knowledge to create services that are more likely to be successful and profitable.

beauty salon client laying down getting eyebrow waxed by professional with gloves

By taking the time to answer these questions, you will better understand your target market and be able to create salon marketing plans tailored specifically for your target audience.

With the right salon marketing strategies in place, you can promote your salon services and effectively reach potential customers.

Choosing channels for your salon marketing strategies

Choosing the proper channels for salon marketing strategies is essential for salons because it enables them to reach their target audience and maximize their return on investment.

When deciding which marketing channels to use, you should look to answer questions such as:

  • Is my targeted audience being exposed to this channel?

  • Is this track cost-effective?

  • Is the audience size sufficient for my budget?

Below, we listed a few of the best marketing channels for your beauty salon.

Your salon website

A salon website is vital to salon business growth. It serves as a hub for all information, services, and promotions. It should be designed with the salon’s target market in mind and provide customers with an easy-to-use interface to browse salon offerings, book appointments, and learn more about the salon.

beauty salon owner or admin using a laptop with beauty products on the backdrop

A salon website should include high-quality images and videos of salon services and a blog that provides salon customers with helpful tips. You can even start a content marketing initiative to grow your website traffic and bring more clients. That will rank your salon’s site by search engines, collect email addresses and even showcase online reviews more easily.

Social media marketing

Beauty salons can benefit immensely from social media marketing, as it is a powerful tool to reach potential customers and create meaningful connections.

Social media platforms are beneficial for getting new clients, allowing them to engage with their target audience more directly and personally.

The power of social media marketing lies in its ability to connect you with potential clients on a more intimate level and build meaningful relationships. It’s a great place to create fun salon marketing ideas, such as quizzes and interactive posts.

Also, consider using social media marketing to showcase your beauty treatments, increase brand awareness, promote salon services, and engage with potential customers.

If it’s also within the constraints of your marketing budget, you can run social media ads to boost your digital presence and bring more website visitors.

SMS Marketing

SMS marketing is an excellent way for beauty salons to reach their target audience and promote salon services. By using SMS messages, you can quickly and effectively send promotional messages to customers that provide them with discounts and other salon offers.

hair dresser styling clients hair while client texting on social media

Salons can use SMS messages to remind customers of upcoming appointments, alert them about new salon services, and even grow website traffic.

Email Marketing

Email marketing is another powerful tool to reach potential customers and promote your services.

Email marketing allows your beauty business to send promotional messages that contain discounts, special offers, or announcements about new salon services.

You can also use email marketing campaigns to engage with your target audience and inform them about salon news.

Traditional print advertising

Traditional print advertising is still an excellent way to reach a targeted audience, as it allows local businesses to promote salon services in local newspapers or magazines.

Beauty salons catering to a variety of clientele, such as hairdressers, manicures, and salon suites, can benefit from traditional print advertising.

Traditional print advertising allows you to reach potential customers by placing advertisements in newspapers and magazines tailored to the salon’s target audience.

Online directories

It might not make the fancy top of salon marketing ideas, but online directories are an effective way to reach new clients and promote salon services. Many salon owners can increase their visibility and boost brand awareness by listing their salons on online directories.

Customers looking for salon services such as hair styling, makeup, or nails can easily find salons in their area through these online directories.

You can use online directories to showcase your beauty services, create detailed salon profiles, and list salon contact information.

Local Radio, TV, and print advertising

Radio, television, and advertising in a local paper can be an excellent way for beauty salons, such as hair salons and makeup salons, to reach potential customers.

Radio and television advertising allows you to create targeted campaigns that reach an audience most likely interested.

For beauty salons targeting a specific demographic, radio or television advertising can be a great way to get potential customers and promote salon services.

Coupons or discount codes

One of the most famous salon marketing ideas is to use vouchers or discount codes, such as gift cards for clients to use at hair salons and make-up salons, to attract new customers and encourage existing ones to return.

beauty clinic professional holding gift voucher card

Coupons and discount codes allow you to offer customers an incentive to purchase services, which can motivate them to book appointments more frequently.

Loyalty programs

Loyalty programs can be an excellent way for beauty salons, such as hairdressers and make-up salons, to build customer loyalty and encourage clients to come back.

They allow you to reward loyal customers by offering them discounts or rewards when they book salon services. These programs incentivize customers to continue visiting a salon and purchasing salon services.

Word-of-mouth marketing

One of the most effective salon marketing strategies is word-of-mouth marketing. Word-of-mouth marketing leverage satisfied customers by having them spread the word about services to their friends, family, and colleagues.

In order to incentivize salon clients to help with word-of-mouth marketing, you can offer discounts or rewards for referrals or even host salon events for loyal customers. It’s also great to increase other channels, like your social media accounts. Speaking of which:

Cross-channel campaigns

Cross-channel campaigns leverage multiple marketing channels, such as email, print advertising, radio and television commercials, and social media, to reach their target audience.

Using a combination of marketing strategies, you can create an integrated approach to salon marketing ideas that maximize exposure and increases salon brand awareness.

Tracking your marketing plan salon

Once salon businesses have developed their marketing plan, they need to implement and track its progress. This involves setting up tracking systems for salon campaigns, setting goals for salon promotions, and measuring the success of salon promotions.

Tracking salon promotions help you identify areas in which marketing ideas strategy can be improved upon and adjust the strategy accordingly.

And when talking about tracking marketing initiatives, it’s important to know there are two main types: direct response marketing and indirect response marketing.

Direct response marketing

Direct response marketing is an advertising technique that encourages customers and new clients to take immediate action. This type of marketing focuses on creating messages that entice customers to take action, such as booking an appointment, making a purchase, visiting a salon, or signing up for your SMS marketing campaigns.

Some examples of direct response marketing in the digital world include social media ads, Google ads, Email, and even SMS marketing. A few examples of direct response marketing in the offline world include physical coupon usage and referrals

Tools to track direct response salon marketing

Google Analytics is one of the essential tools a salon business can use to track the progress of their salon’s direct response marketing initiatives.

Google Analytics is a powerful free web analytics tool that tracks website visits, Google Ads conversions, customer behavior, and much more. It grants you deeper insights into campaigns, such as which promotions are performing well and which need to be adjusted.

Indirect response marketing

Indirect response marketing is an advertising technique that focuses on creating messages that evoke a positive emotional reaction in potential salon customers.

This type of marketing does not require immediate action from the customer but instead works to build brand awareness and loyalty among salon customers.

A print advert that focuses on the branding of your salon is one example of indirect response marketing

Tools to track salon indirect response marketing

Indirect response salon marketing can be tricky to track. That’s why starting with direct response marketing initiatives is important – they are more easily measurable and provide more immediate results.

Indirect response marketing efforts like brand building and creating positive emotional reactions in potential salon customers can take time to pay off, so make sure you’re using the right tools to track their progress.

Adjusting your marketing plan as needed

There will always be signs that your salon marketing strategy needs a slight adjustment. Maybe one of your direct response marketing initiatives isn’t performing as you expected.

Or perhaps you’re not seeing the level of brand awareness you were hoping for with your indirect response marketing initiatives.

Your business should always be on the lookout for these signs, as they can indicate that it’s time to adjust the marketing plan.

Being proactive about changing your salon marketing plan is essential for success in today’s competitive beauty space.

If your salon marketing strategy isn’t seeing the results you want, it might be time for a change. Here are five signs that your plan needs adjustment:

1) You are not seeing an increase in new clients

2) You’re not seeing the brand awareness you were hoping for with your indirect response marketing initiatives.

3) One or more of your salon’s core demographics has shifted, and you’re not sure how to reach them.

4) The competitive landscape has changed, and you need to find new ways to stand out.

5) Your budget has changed, and you need to find more cost-effective

The importance of having an online booking system

If you’re looking to give your efforts a boost, consider implementing an online booking system – a must-have salon software.

beauty salon professional in white using a tablet with beauty products on the backdrop

This appointment scheduling system is an essential part of any salon marketing plan, allowing customers to book appointments with your salon easily.

With an online booking system, customers can book selections from the comfort of their own homes or office.

This eliminates the need for them to call and wait on hold for someone to answer the phone. It also allows them to see your salon’s availability and book appointments.

By implementing such salon software, you can ensure that your customers can easily book appointments with them without any hassle. This will help make your salon marketing efforts more successful, as it will encourage potential customers to book services at your salon instead of at another one.


Marketing a salon in the beauty industry and building a concise salon marketing calendar is a vital part of the success

beauty salon owner smiling in black professional atire

By utilizing the right salon marketing strategies and tools, you can create a comprehensive marketing plan that will help you reach new customers and increase brand awareness.

Such salon marketing initiatives include direct response marketing, which focuses on creating an immediate response from customers, and indirect response marketing, which works to build brand loyalty among salon customers.

Tracking salon indirect response marketing can be difficult, but salon owners should be proactive about adjusting their salon marketing plan based on signs that it needs adjustment.

These signs include when direct response marketing initiatives are not performing as expected or when the competitive landscape has changed, and there is a need to stand out.

Implementing a booking system can also help you boost your salon marketing efforts and encourage potential customers to book services at the salon.

Overall, having the right salon marketing plan is critical for success in the beauty niche. By taking advantage of such initiatives as direct and indirect response marketing and implementing an appointment platform, you can ensure that your salon stands out from the competition and generate loyalty among your existing clients.

With a well-crafted salon marketing plan, salon owners can reap great rewards while also providing excellent services to their clients.

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