When I opened my first salon 15 years ago, I had no idea what I was getting into. I thought clients would flock to my door if I offered excellent services. Spoiler alert: They didn’t. Those first few years were a struggle, and I worked harder than ever to fill the chairs in my salon. Eventually, I discovered the secret to attracting loyal, high-quality clients, which changed everything.
Fast forward to today, and my salon is thriving. I’ve grown it from a one-room rental space to a full team of talented stylists, booked weeks in advance. And now, I want to share what I’ve learned with you. If you’ve ever felt stuck trying to grow your client base, this is for you.
1. Know Who You’re Trying to Attract
When I started out, I thought I needed to market to everyone. I ran generic ads, hoping someone—anyone—would walk through the door. But over time, I realized the importance of focusing on my ideal client.
Think about your best clients. The ones who always rebook, tip well and refer their friends. What do they have in common? Once I realized my ideal clients were busy professionals who wanted low-maintenance, polished styles, I shifted my marketing to speak directly to them. And guess what? It worked.
Take the time to define your dream clients and make them the focus of all your marketing efforts.
2. Your Online Presence is Your Digital Shop Window
When I first started, I relied on word-of-mouth and walk-ins. But in today’s world, your online presence is just as important as your storefront. If your website and social media don’t showcase the best of what you have to offer, potential clients will scroll right past you.
Here’s what worked for me:
- A Clean, Modern Website: My website became my digital shop window. I included gorgeous photos of my work, an easy-to-use booking system, and testimonials from my happiest clients.
- Local SEO: I optimized my Google Business Profile with updated hours, photos, and reviews. Before I knew it, I was showing up at the top of “best salon near me” searches.
- Social Media That Sells: Posting before-and-after transformations and behind-the-scenes videos helped me connect with potential clients and showcase my salon’s personality.
One day, a client walked in holding a printout of an Instagram post I’d shared and said, “I want this look.” That was the moment I realized the power of an engaging online presence.
3. Targeted Advertising Brings in the Right People
I remember spending hundreds of dollars on ads that didn’t work because I wasn’t targeting the right audience. Then, I learned about targeted advertising, and everything changed. With platforms like Facebook and Instagram, you can create ads that reach the people most likely to become your clients.
For example:
- I created a campaign promoting my balayage services and targeted women aged 25-45 in my area. Within weeks, I had several new clients who loved their results and became regulars.
- By tracking the performance of my ads, I figured out what worked and adjusted accordingly, so I was never wasting money on ineffective campaigns.
4. Follow Up to Build Relationships
One of the biggest mistakes I made early on was assuming clients would book a second appointment on their own. They didn’t. It wasn’t until I started actively following up that I saw a real difference.
Here’s what I did:
- Created a landing page offering a discount for first-time clients in exchange for their email.
- Sent automated follow-up emails with reminders to rebook, special offers, or seasonal tips.
- Used appointment reminders to reduce no-shows and encourage repeat visits.
One client told me she’d booked a second appointment because of a follow-up email. She said, “I meant to call, but your email made it so easy—I just clicked the link!”
5. Focus on the Client Experience
This is the secret: once you attract high-quality clients, your job is to wow them so they never want to leave. I’ve always believed that the small touches make the most significant difference.
For example, a client always asked for a cup of tea when she came in. After her second visit, I ensured we had her favorite tea stocked. She told me later that small gesture made her feel special—and she’s been a client for over 10 years.
Make every client feel like they’re your most important. Learn their preferences, greet them by name, and provide an experience that’s worth talking about.
6. Learn From Your Data
When I started paying attention to the numbers—what services were most popular, which ads drove bookings, and when my busiest times were—I could make smarter decisions. For example, I noticed a drop in bookings on weekday afternoons, so I started offering a discount during those times. It worked like a charm.
The data doesn’t lie. When you use it to fine-tune your strategies, you’ll see better results—and less guesswork.
Build a Salon You’re Proud Of
Growing a successful salon isn’t about working harder but working smarter. You can fill your chairs with loyal, high-quality clients by knowing your ideal client, making your online presence shine, using targeted advertising, following up, and delivering an exceptional experience.
We’d love to show you how if you’re ready to take the next step. Over the years, We’ve learned what works (and what doesn’t), and now I’m helping other salon owners achieve the same success. Let me show you how we can help grow your salon.
Schedule a Free Demo, and let’s get started!