It hurts doesn’t it? The announcement by Boris Johnson that the UK is heading into another lockdown has left the beauty industry reeling yet again. Salon owners, beauty therapists and hairdressers are all now feeling like they have been kicked in the guts, and no-one can blame them.
Once more, salons will close, appointments will be cancelled, and many people will be considering what the future holds for them. Will I still be able to take advantage of the Christmas rush? Will clients be even more nervous about booking a treatment? Will I even be able to reopen my doors?
These are all valid concerns, and there’s nothing we can say that will make any of that any better. At the moment, we all need some time to lick our wounds, but then we need to pick ourselves up, dust ourselves off and make things happen for ourselves. It’s time to rip the band aid off and face things head on. Being positive is the only way to get through this.
Christmas At The Salon
The first thing to do is re-visit what worked for you during the first lockdown. Many continued to sell retail products and vouchers, and this can be given renewed emphasis with Christmas just around the corner. Capitalise on the desire to support local businesses this Christmas and make it as easy as possible for clients to order products through you.
If you find yourself with time on your hands, put it to good use by setting up some nice photos of what you offer, rather than just a quick snap of it on the shelf. Dress it with flowers, nice materials or any decorations you might have lying around at home, consider the lighting and take a picture that will really sell the product.
Christmas Gift Sets
Your suppliers will probably be promoting their gift sets at the moment, so don’t be afraid to use their pictures too. Don’t forget, skincare companies are not the only ones who can produce good Christmas gifts, there’s nothing stopping you doing it too. Scour the internet for nice looking baskets, bags and boxes, invest in some ribbons and tissue paper and put together a selection of gifts that contain all of your favourite products. If you love it, chances are someone else will too.
It seems that the lockdown will only be in place for a month, so you will want to hit the ground running in December. That means, now is not the time to put your feet up and forget about things for a bit. You need to make sure that you are in your clients faces, reminding them that you are still here and ready to take bookings for your re-opening. That means you need to maximise your email marketing, social media and text updates so that people don’t forget about you.
Salon Social Media
By continuing to market your business, you will show that you are professional and preparing to re-open from the day you close. You can remain a ‘go-to’ resource for all things hair or beauty and keep you at the front of your clients minds. It is important to remember that when it comes to social media, momentum is vital. As your posts build up engagement, your reach grows, making each post more successful. If you decide to neglect your Facebook page for a month, you will be starting from a much harder position when the lockdown is lifted.
That means you should continue to work on it as much as you can, or get your social media manager to create content that will amuse and inform your clients, in order to keep that engagement going. The minute you announce that your appointment book is open, far more people will see it.
Good social media content requires the right tone. No matter how battered and bruised you might feel, your clients don’t want to hear it. They will have their own worries and are far more likely to engage with posts that help to lift their mood or give them hope. Therefore, look for ideas to make people laugh, canvas opinion on light-hearted matters (putting the heating on, which side of the bed do you sleep on, what is the name of your pet) and throw in a few inspirational quotes. Oh, and a picture of a cute kitten never goes amiss.
You can also use your platforms to offer plenty of advice that your clients might need at the moment. Let them know how to remove their nails, care for the mask-related acne or maintain the colour in their hair. These things often get shared much more and helps to maintain your position as a professional.
We know how hard it feels to go through all this again, but we are all part of a fantastic industry that deserves to come back strong. So, put your big girl pants on, take a deep breath, and do it!
We’ve got this!