in less than six months. Now before you start the video make sure that you have
at least a half hour set aside so that you can watch the whole thing. Now let me be upfront. The reason I'm making this video is because the amount
of time that it takes for a new salon professional to build up their clientele
is way too long.
Industry norms suggest that it'll take
more than three years for a new stylist to build up their clientele which means
if you're just starting out you're screwed! It also means if you're a salon
owner that wants to hire a new stylist it's gonna be an uphill battle of slow
growth and a lot of turnover. But seriously does it have to be that way? Or
are there a select group of salon professionals that are leveraging
digital marketing techniques to help grow their salon clientele faster? I want
to show you a new and better way because let's be honest we love what we do but
at the end of the day we have to make a profit. So let's go over the computer and
I'll share with you six tools that we're using in our salon to help our new
stylist grow their clientele in six months or less. So before we get started
let's make sure this video is gonna be worth your time if you're a new stylist
that wants a good start on your career or if you're a salon owner that wants to
set your new hairdressers up for success then you my friend are in the right
place or maybe you have been a salon or spa professional for a while but want to
step up your marketing game then this video is for you - I've worked for weeks
on this special workshop putting together the strategies I've used in my
salon to build a full clientele consistently in less than six months and
I can't wait to share it with you now I.
Want to make sure that you have the best
viewing experience possible so before we get started I'd love for you to turn off
everything that's operating in the background on your computer shut down
Facebook and iTunes and silence your phone for the remainder of this training
so that you can focus and discover the new marketing strategies that will bring
you new clients every day on autopilot I. Know it's hard to shut down the email
and shut down the phone but if you focus with me here for the next 30 minutes I
promise I will make it worth every minute of your time now I've talked to
so and spa professionals all over the world
and what I found is that a majority of them felt some sort of a calling to this
profession maybe you have a creative bent or a love for style or maybe
somebody in your family was a beautician and you were drawn to it whatever it was
you went to beauty school with a passion and excitement you probably learned
great technique and met some like-minded friends along the way but once you
graduated you realized there was something they didn't teach you how to
market your talent effectively to get new clients in the door I mean you could
be a hair genius and a natural talent but if no one knows that you're open for
business how are you going to grow and if you're a salon owner a good salon
owner you actually have to help your new hires figure this out too because they
don't teach it in beauty school and as a side note if your salon owner knowing
how to market your salon properly will help you attract the best talent because
they know that your salon is the one getting all the new clients and the
faster your employees make money the faster you make money so a little about
me my wife Rachel and I found ourselves in a similar situation Rachel went to
one of the best beauty schools in the country and was blessed to work as a
hairstylist in a thriving salon in the Seattle area but about seven years ago
we decided to make a change and we moved our family down to the state of Oregon
where we didn't know anyone and started a salon from scratch when we began we
started out small with just Rachel as the only hairstylist but I knew that
more than 80% of salons fail in the first 18 months and in order to not be
one of those statistics I needed to get creative and figure out the most
effective way to get clients in her chair I learned everything that I could
about salon marketing and decided that my energy was best spent perfecting a
digital marketing system that works on autopilot well it took us about six
months to build Rachel's clientele and over the last seven years we have hired
several other Commission hairstylist which has given me several opportunities
to improve online marketing systems and I can say with certainty that I've
created a repeatable system that anyone with little or no experience can
reproduce and I'm excited to share my four
with you today so let's get into the training so here's the thing everything
I'm gonna teach you in this video today are about simple reproducible digital
marketing methods that work but let's start off by defining the term digital
marketing digital marketing is simply a term that refers to online marketing
efforts in other words attracting new clients while they're on their computer
or their smartphone this can include website traffic social
media google search mobile apps directory profiles and a bunch more
there's lots of different platforms and strategies in the digital marketing
arena so in case you're wondering this means I'm not a fan of print ads coupon
books TV commercials radio spots or passing out business cards as a strategy
to grow your clientele I've tried them and they just aren't worth the time
effort or money your potential clients are on their phones and computers all
day long using apps and visiting websites I'm gonna teach you how to get
in front of those potential clients where they are and when they're looking
my method has one simple concept you need a professional website and an
effective strategy to drive traffic to your website well there are many ways to
get traffic to your website I found that there are seven tools that are most
effective in getting new clients calling your salon every day these tools are
independent of each other but they work together and I'm gonna share those tools
with you one by one right now first off let's talk about your salon website I
want to be really clear upfront if you're a salon owner you need a salon
website this may seem like a no-brainer to some but I've met countless salon
owners that think their Facebook page is good enough and it's not also if you're
an independent contractor that leases a station in a salon you also need your
own website your website will become your main digital hub that displays your
brand promotes your salon offers converts visitors into clients and
ultimately acts as your digital receptionist to take the load off having
to make so many calls scheduling and confirming appointments now the homepage
of your website needs to communicate three things right with somebody visits
for the first time first it needs to tell them what you are they need to know
instantly that you're a hair salon or a massage
therapist or a day spa or an aesthetician or whatever you are this
can be done through strategically placed text and professional images second it
needs to immediately communicate how your service will meet a need that the
visitor has this can be a simple five to seven word statement on the homepage
that lets them know that they're in good hands if you're a hair salon create a
tagline about your professionalism or your atmosphere or if your spa
communicate relaxation finally your site needs to have a clear call-to-action
this could be a button to schedule an appointment online or if nothing else at
least a phone number right in their face to call and schedule an appointment I
can't tell you how many salon websites I've visited or I've had to search
around to find their contact information if potential clients need to spend more
than three seconds to figure out how to contact you you've lost them they will
click the back button and move on to another salon website people have short
attention spans and don't want to spend time searching for the information that
they're looking for so your phone number should always be right there in the
header of the website let me take a minute and just show you a few random
salon websites they illustrate what I'm talking about
okay so here we are on Google I'm gonna do a simple search for Seattle salon in
the state of Washington and we'll go down here to the first organic listings
let's go down here to cents the salon and I can tell immediately that's a
salon even for the page fully loaded the logo popped up and it says cents a salon
that's affirmed by the imagery right here looks like a really nice
professional salon I can tell that there's a lot of different stations here
so it must be a thriving salon so the imagery tells me immediately there's a
salon it also tells me that I'm in good hands that they're gonna be able to help
me out cuz they they've got their color here they've got lots of stylist and
something this is probably a high-end salon just from the imagery and my first
impressions now over here it says book online which is great I'm gonna say that
they should have some sort of text here that tells me a little bit more about
their salon like sell me a little bit all's it is is imagery and the imagery
is good it's professional but I would put some tagline here that's gonna sell
me on clicking the and also put a button right here having
it up in the top right it blends in with the rest of the navbar and so I think
that their buttons should be right here big and bold that says book online so
sometimes I notice right away is that they don't have a phone number anywhere
above the fold let's scroll down a little bit and see if we can find a
phone number and it looks like they don't even have a phone number on their
home page so I'm gonna write census salon a b-plus
I can tell immediately it's a salon I. Think it's gonna be a high-end salon and
there is the ability book online but I. Don't think the booking online is in the
right spot I think they should have a button here and I think they should tell
me a little bit more of their tagline so because they didn't have the button in
the tagline I'm gonna give it a b-plus pretty pretty good website at least on
the home page but I think they can do a little bit better let's go back and
we'll go down here to Bowie salon okay so my first impressions from Bowie salon
is they got green and brown which tells me it's probably some sort of a betta
salon or something like that it's it's it says beautiful naturally so this
backs up just my impression that it is probably some sort of an organic Solano
that use organic products but I know immediately that's the salon so they
have an image here that says salon salon and spa it says it right here and then
it gives me the call to action bold in a button which I love and then it also
says beautiful naturally so all the things that I'm saying for first
impression bowie salon is knocking out of the park except they also don't have
a phone number front and center which i think is kind of strange let's scroll
down a little bit okay so it tells me a little bit more about their salon all of
their accolades which is really great this is gonna be a high-end salon just
by scrolling down a little bit I can tell that still looking for a phone
number and another book online and here here's their phone number all the way at
the bottom and it's actually hard to read so I think the booking online is
great but because the color it because it's so far down the the phone number
and then the color matches with the background it's it's not popping out at
me so I'm gonna give this one probably an a-minus it's a little bit better than
the the website we saw before but still I think your I think your phone number
needs to be front and center for first impressions
okay so you noticed on those Seattle salon websites they had a way to
schedule appointments online this is a really really important piece to
successfully growing your clientele in six months or less I found it
interesting though that these websites didn't have their phone number in a
prominent spot on their website you absolutely need both so you can
reach different kinds of clients so let's talk a little bit more about
online scheduling there are a few reasons I think online scheduling is so
important number one some people would rather do it themselves instead of
talking to somebody on the phone and trying to coordinate schedules the world
is going more and more automated and people are used to that so your website
needs that functionality I'm convinced that we get several new clients each
week that would not have scheduled with us if we had not offered online
scheduling number two online scheduling works for you while you sleep let's say
for instance somebody's taking a selfie in their bed at 11:00 p.M.
For their
Instagram profile for whatever reason and she notices that her roots are grown
out in that moment she decides she needs to schedule a color appointment and she
can at 11:00 p.M. From her bed because you have online scheduling number three
for smaller salons and independent stylists that don't have a receptionist
online scheduling will reduce your workload a ton schedules appointments
and confirms appointments by text and email which will save hours of your time
while reducing no-shows number four online scheduling helps you capture
email addresses we'll talk about this more in a minute but when you have
somebody's email address you're able to send promotions upsell products and
create advertising audiences in Facebook to drive them to your website there are
a few good salon management systems out there like mind body or schedule isset
II but the software that we love the best is Rosie Salon software in addition
to online scheduling it basically does everything that you need from salon
software I have a few other videos you can check out on my youtube channel that
will walk you through all the rosy features but if you want to try it out
for 30 days for free I'll provide a link right below this video
so in review the first tool to grow your clientele in six months or less is a
professional website that displays your brand in a compelling way in some way to
schedule appointments online right there on your homepage so visitors convert
into clients with one click the six tools are all designed to help drive
traffic to your website so that your website can do its job which is
ultimately convert visitors into clients so the next tool is website search
engine optimization or SEO when you hear somebody talking about SEO what they're
saying is that they optimize a website in a way that it appears on the first
page of Google search preferably in position 1 or 2 the most basic thing you
can do to optimize your website is creating strategic title tags and
descriptions for each page on your website your title and description tags
should all contain three things in this order your business type so if you're a
hair salon you will start with hair salon your city and state and your
business name so a good title tag for hair salons home page would be something
like hair salon in Seattle Washington - gene where a salon or some variation of
that there are several other things that will help your website rank in Google
search like quality content on your web pages geo tagging your images and
integrated social profiles when my wife and I first started out we only had
these first two tools and that was it we had a website with online scheduling and
I optimized our website so that it ranked in Google search and to this day
we get a minimum of 40 new clients each month organically that means we don't
spend a penny on advertising they do a Google search they find us at the top
they click our website and they schedule an appointment it's that easy and it's
that important and once you have it all set up you really don't have to do that
much to maintain it the next tool that's a must and will be a very influential
traffic source to your website is your Google my business page Google my
business is a simple page that you can populate with any free Google account
it's the place on Google where you can add your business name address phone
number images hours of operation basically anything about your business
in addition this is where your clients can post reviews which is really
important and those reviews are right there for the world to see when
potential clients are looking for a salon or spa in your area your Google my
business page is what populates the Google three-pack which are typically
the first three organic spots in Google search now chances are good that there
are more than three salons in your city so it's of extreme importance that your
salon take one of these three spots so how do you
do that great question first is simply that your Google my business page is
completely 100% filled out with accurate information about your business and high
quality pictures next making sure that your website is optimized with high
quality content is important because Google looks at all of your digital
properties for quality content and engagement and this includes engagement
on your social profiles as well and finally your Google reviews you're going
to have a better chance of ranking in the Google three pack if you have a
bunch of diverse reviews from real clients these google reviews are not
only important for SEO purposes but people trust online reviews and if you
have a glowing reputation on Google you will get lots of new clients from
reading your positive reviews I have a strategy that works really well for
getting more Google reviews that I've posted on YouTube so be sure to
subscribe to my channel if you can rank your Google my business page and your
website you will have two of the thirteen spots on the first page of
Google which will guarantee lots of traffic to your website and like I say
the salon with the most clicks gets the most clients quick sidenote I mentioned
earlier that these six digital marketing tools work together one thing that I
love is that if you use Rosie salon software in your salon your clients can
actually schedule appointments straight from your Google my business page that
means they don't even have to click through to your website to schedule
online the next digital marketing tool is video and I'm not gonna lie I love
video video gets me excited if you utilize video properly in your salon
it's gonna look like you got your crap together and is gonna set you apart from
every other salon in your city because chances are pretty good no one else in
your city is using video properly video has the unique ability to connect with
the audience unlike a static website because there's action when someone
watches your salon promotional video they can see your face they can hear
your voice experience a little bit of your personality which all build trust
and when someone's looking for a new hairdresser they're definitely looking
for someone that they can like and trust if someone visits a website they can
hope for the best they choose a good hairdresser but you can't really know
for sure until they actually get to the salon but with video they can
preview their experience with you if video is done right a prospective client
can almost feel like they know you before they even enter the salon this
removes a lot of the apprehension when it comes to picking a new hairstylist
right now we're promoting a video that I. Produce from one of our hair stylist and
it's going really well in the last two weeks it has got over 1,100 views and
yesterday we scheduled nine new appointments for her
what would nine new appointments in one day do for your business I believe every
salon should have at least one professionally done brand video that's
60 to 90 seconds long it's really important that this video has
high-quality footage and audio background music and a compelling story
but other than that there are several other ways that you can use video to
engage your audience with just a smart phone a lot of stylists use Instagram to
post before-and-after photos of their work and that's great but again pictures
are static and they don't tell the full story an even better way to show off
your work would be to ask your client if they'd be willing to do a 30-second
Facebook live video with you at the end of their service turn on Facebook live
and show the world your work your personality and your happy client that's
digital marketing Gold tag your happy client in the video and post a link to
your online scheduling page if you do this often enough people will start to
take notice and you'll begin seeing new clients on your schedule all the time
well like I said there are a lot of ways that you can leverage the trust building
qualities of video in your salon marketing I've given you a couple and
have added a few more there on the screen for you but get creative with
this and then use the other digital marketing platforms like your website
Facebook and email to get your videos in front of as many prospective clients as
possible okay let's move on to number five which is Facebook ads out of all
the digital marketing tools I'm talking about today this is the only one that's
gonna require a little bit of a budget but let me tell you it's pretty
inexpensive to get your message in front of a highly targeted list of prospective
clients now let me be clear up front I. Only recommend paying for strategic
Facebook ads that have a well-thought-out marketing funnel that
begins with the ad and ends with the new clients scheduled in other words don't
throw your money at Facebook boosting your posts and hoping for the best you
need to have a clearly thought out strategy like the one I'm about to show
you there are five parts that you need to plan out to have a successful
Facebook ad campaign that will actually attract new customers the offer the ad
campaign ad targeting a squeeze page and a redirect to your online scheduling or
Thank You page you need to begin with the offer what do you want to offer the
prospective client in order to get their attention you could offer a percentage
off the first service you could offer a free upsell like an eyebrow wax you
could offer a free styling product maybe a free haircut with their color process
you decide what's gonna be the most attractive offer for your client while
still making a profit remember the goal here is rapid long-term growth so don't
expect to make a lot of money during your first six months we want to get
good clients in the door while them with excellent customer service and connect
with them on a personal level so they pre booked their second appointment next
is the ad copy get to the point and frame your offer in a way that will
capture attention in addition you'll need to choose a good image or video for
your ad that will go with that offer next is your ad targeting Facebook has
some awesome targeting features that will help you really narrow down who you
want to see the ad you can target by a gender or age city household income or
pretty much anything really there are a ton of ways that you can narrow your
targeting so it fits exactly who you want to serve the offer - next is the
squeeze page or opt-in page you want people who click on your ad to go to a
landing page that will do nothing but capture their name and email and maybe a
phone number this squeeze page will send you their contact information and send
them a voucher for the offer that they've opted in for finally after
you've got a new client opt into the offer you actually need to get them on
the schedule the easiest way to do this is to redirect them to your online
scheduling page after they've opted in or if they left their phone number you
can simply just give them a phone call they're already hot leads because
they've given you their contact information in exchange for the offer
but you still need to get them on the schedule
these are the elements that are going to make your Facebook ad successful at
capturing new leads and this funnel can be used with any point of entry you can
use the same funnel for YouTube or a link on your website or a link in an
email however you want to broadcast your offer you just need to get the
prospective client to click a link which takes them to that squeeze page finally
the last part of this training which is really crucial to growing your clientele
and six months is pre-booking your
first-time clients for their next appointment all the other tools are
about getting new clients and while those systems will get you new clients
every day on autopilot the real way to build your clientele quickly is to get
your first-time clients to book that second and third appointment if you're
getting a couple new clients per day and have a 40% or better return rate the
math shows us that you will have at least eighty eight clients by the end of
six months which is considered a full schedule so how do you increase your
return rate to the 40% benchmark or better if you're a new stylist this can
be tricky because of the scarcity principle your client knows that you
don't have a full book so there's nothing forcing her to pre book now when
she knows she can probably just call the day of her next appointment so what we
do is create artificial scarcity first when a new client calls for the first
appointment we only offer them appointments for the next week and
beyond even though we may have open appointments this week scheduling for
next week gives them the impression that we're full which psychologically makes
them want to get on the schedule even more of course you have to feel it out
on the phone so they don't lose any potential clients but we never offer
same-day appointments unless that's the only way that she'll schedule when we
offered a pre booked while they're in for their first appointment they
remember that we're booked out a couple weeks and are more likely to pre booked
their appointment right there in person next I want to tell you about a system
that we're using that works really well with pre booking when a client comes in
for the first time it's really important to conduct a very thorough consultation
so everyone's on the same page one of the things you can ask during your
initial consultation is how long they typically like to go between color
services this gives you that information upfront so you're not stumbling through
a bunch of questions at the end of the service when it comes time to pre book
them for their next appointment so here's what it looks like each stylist
has a tablet at their station so they can pre-book
at their station as part of the service instead of waiting till they get to the
front desk where they pay we think this is more personal and flows much better
than trying to handle too much at the front desk when the service is complete
and we know the clients happy we say okay since you said that you usually get
your hair done every six weeks I want to look ahead at that time and see what I
have available you can always call or cancel but my evenings and Saturdays get
booked up the quickest so I want to make sure that we find a time that works best
for you oh look I have a Tuesday at four pm
available six weeks from now will that work with your schedule at that point
they'll say yes or no if they say yes mission accomplished
if they say no it usually comes with an explanation like they'd rather schedule
online or they would rather call when they know their schedule better if they
say no just follow up by saying perfect when it comes time for a touch-up make
sure you call a couple weeks in advance so that we make sure we can accommodate
your schedule again we subtly affirm the fact that we're busy so it plants the
seed in their head to book early which will help us in the long run here's the
thing we can't force anyone to pre booked but we want our language to
assume that they do want to pre booked and if they have a different plan we
happily accommodate what works best for them everything is positive in
accommodating to fit their needs now if you weren't able to get the first-time
client to pre booked in the salon I have created a real crafty four-step
automated follow-up system that will dramatically increase the likelihood
that they will still schedule their second appointment with you we don't
have enough time on this video to go through that right now but it's called
salon profit circle and you can look for that on salon marketing University comm
all right we just went through the six tools to build your clientele in six
months or less and hopefully by now you're beginning to think wait a second
this is doable I can begin to use these tools in my salon to dramatically speed
up the process of building my business now I'm not exactly sure why you showed
up here today but I bet I can guess if you're anything like me you don't have
the time patience or financial capital to wait three to five years before you
begin making a full-time salary as a salon professional that path sounds
completely exhausting and discouraging and I'm convinced is the reason so many
salon professionals don't make it in our industry also you want to dedicate your
life to doing what you love without spending years growing the hard way you
don't want to be one of the 80 percent of salon professionals that throws in
the towel from not being able to pay the bills so here's what I want for you I
want to get your schedule full and profitable in six months or less it's
your time you've obviously watched the whole video for a reason and know that
leveraging a proven salon growth system is your key to success remember this
nothing I've shared with you today is just theory I've used every single one
of these tools to create a profitable and growing salon from scratch
I'm not extra special I just have a system that works and I mean it when I
say if I can do this you can too so do you want to know how to get at least 10
new clients week after week without weird gimmicks or having to pass out
thousands of business cards let me introduce to you salon marketing
University salon marketing university is a 3 course
33 video set that I've created to help salon professionals like you execute
each tool that I've shown you today so that you can have a full schedule in
less than six months chances are pretty good they began seeing the genius behind
the training today but are maybe a little overwhelmed and are thinking to
yourself how do I actually use these tools in salon marketing university I
let you look over my shoulder as I.
Demonstrate how to execute each of the
six tools that I taught you today you'll learn how to create a wordpress website
from scratch and learn how to optimize your website so that it appears at the
top of Google search I'll also teach you how to rank your Google my business
listing in the Google 3-pack and finally you'll learn how to create a promotional
video rank it and use Facebook ads to promote yourself effectively and as a
bonus I'll give you full access to the salon profit circle course that I was
talking about earlier so are you ready to start the process of growing your
clientele five times faster than you would on your own naturally you're
probably thinking all right Dustin what's the investment while the 3
courses that make up salon marketing university are valued and available on
my website for the normal price of 541 dollars however I want to make this
incredibly affordable for you right now I want you to become part of this
movement of salon professionals that aren't going to settle for scaling their
business slowly so I want to give you complete access today to all the
training for only $27 all you have to do is just click the yellow button below to
get all the details to sign up the final step once you click the yellow button
will be this order form it'll take you just a few min
to fill everything in and after you fill out the order form you'll get an email
with your login credentials everything will be waiting for you on the inside of
salon marketing University the first time you log in so you can check out the
course material right away or whatever works for you at your own pace and it's
really easy to cancel the subscription anytime you want again click the link
below to get the details to sign up now before we sign off I want to walk you
through a scenario imagine if you jumped all in and enrolled in salon marketing
university you reference the training to build and optimize your salon website
and began driving new leads to your website you use the techniques and a
software that I recommend in this course and then one day you notice a new full
color and cut is scheduled for next Tuesday you didn't schedule that
appointment over the phone in fact you've never even heard that person
before at that moment you realize things have changed for your business you have
found an automated system that attracts new clients and schedules them for you
using some real simple technology salon marketing university can dramatically
change your salon business and I truly hope after going through this workshop
you can see how powerful a simple digital marketing strategy like this can
be for your business I'd really like to see you inside salon
marketing university with me so all you have to do is click the button below or
go to salon marketing University com to sign up thanks so much for being here
with me today I can't wait to see what's in store for you
god bless and make today extraordinary.
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