Success path
Skyrocket retail sales
Selling more retail is one of the easiest ways to grow your business and make more money, which is why it features on many salon owners’ marketing goal lists.
Yet when it comes to social media marketing there is a fine balance to be struck. If you feel your social marketing is only bringing in a few retail sales or worse, you can’t see any noticeable impact on your sales figures then it’s time to change direction.
Let’s go!
I see two main mistakes when marketing retail on social…
#1. You ‘ignore’ it.
You (understandably) just don’t have the time to dream up interesting retail posts with snappy captions and eye-catching graphics.
But if YOU don’t talk about your amazing retail how will your clients know about them? Creating awareness and interest in your products is a key part of effective, successful social marketing.
Showcasing your retail on your social also sends a strong signal to your team that retailing is super important and that you are actively supporting them to reach their retail targets by showcasing products on your salon social.
#2. Too much selling
The other common retail mistake I see is salon owners going to the opposite extreme and constantly bombarding their audience with ‘buy, buy, buy’ messages.
But… people go on to social to be entertained and to learn, not to be constantly sold to.
Your social media isn’t the place for a hard sell. Yes of course you want to drive retail sales but there are ways of doing it with a less salesy, friendly approach. How about advice posts, step-by-step reels, IG carousels of professional tips and hacks, true or false and many more.
Salon Socialite Plan: retail calculator tool
Over the years I’ve seen owners enthusiastically set big bold retail marketing goals only for it all to fizzle out and come to nothing just a few months later. So often we assume that change is only meaningful if there is some large, visible goal associated with it. Whether it is losing weight, getting fit, growing our business… we put pressure on ourselves to achieve some mega earth-shattering target.
BUT. Improving your marketing and sales performance by just a few percent, month after month after month, can be just as impactful and more likely to succeed.
This retail tool is straight from the Salon Social Club and usually only available to paid members but I wanted you to have it as a Salon Socialite member so you can see for yourself what a big difference even modest changes to your retail sales can make to your bottom line.
Even just 1% extra, month on month, adds up over a year. And to make your marketing planning super easy the calculator automatically works out each individual monthly target too.
What's the next step?
As you’ve identified retail sales as an area you want to work on, I think you’d find this quiz feedback on content really helpful too…
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