Running a nail salon brings much competition. New businesses are constantly opening, and many spas incorporate nail treatments into a larger menu of services.
Learn how to market your nail salon to stand out from your rivals with these top marketing tips – from the Solopress team and owner of Essex salon, Hartes Beauty.
Make your business stand out
Whether you’re hidden in the back of a hairdressers or away from the main shopping streets, getting your nail salon noticed can be a challenge.
A well-placed roller banner, featuring your location, services and any special offers, can be the difference between attracting a handful of locals or a wealth of clients from the wider area.
Danielle, owner of Hartes Beauty, has noticed a difference in customers since using a banner.
“Before I had my banner up, not many gym members knew my salon was here – as my room is out of sight,” she explains.
“Since having a banner at the main entrance, it really has helped bring in new customers.”
Many people still turn to their local paper to catch up on news and events. A well-placed advertisement with a coupon or special offer can really stand out and attract new customers.
Key takeaway: Attract new customers with a well-placed banner advertisement. Include an incentive to visit, such as a discount or a list of services you provide.
Hand out leaflets
A well-designed leaflet should make clear what you do, where you’re based and how to get in touch. Use concise, benefit-led copy and invest in design that reflects your brand to capture people’s attention.
Arrange to have your leaflets distributed in the local community and close to your premises for the best chance of bringing more traffic through your door.
Add extra appeal to your leaflets by advertising something specific to encourage people to visit your salon, such as a code for a discount or details about an upcoming promotional event.
Key takeaway: Boost your company presence by handing out leaflets in the local area with all your key information and promotions.
To maximise the impact of your efforts, check out our How to distribute leaflets and flyers guide.
Face-to-face interactions are an everyday part of running any beauty salon. Use this skillset to your advantage and get your name out there by networking.
This will enable potential customers to hear your passion and expertise first-hand. And, in turn, create trust and enthusiasm for your business.
Take a few well-designed business cards with you and distribute them to other local businesses, restaurants and leisure centres likely to attract your target audience.
Partner with a nearby tanning salon or massage therapy clinic for a cross-promotional deal to open your business to a new audience. You could split the cost of any related marketing, such as Facebook ads or flyers.
Key takeaway: Networking not only helps you to advertise your salon, but also to connect and work with other local businesses.
Heading to a conference? Check out our ultimate guide to trade shows which contains a lot of essential information.
Utilise social media to promote your nail salon
Social media provides a comprehensive range of advertising and marketing options – the perfect platform to spread the word about your nail salon.
Facebook can help you build connections right across the age spectrum. Instagram is a great way to share your latest offers and, of course, your excellent work.
Key takeaway: Use your social media channels to build relationships with your customers through tips and customer stories.
Offer a flash sale
Using a time-sensitive deal on coupon websites like Groupon, or social channels such as Instagram, is an effective strategy for attracting new clients.
Try rolling out a quick deal on your Instagram story, such as the first five people who reply will get 20% off their next treatment.
As it’s only available for 24 hours, the offer demands a fast response from clients and the potential for extra footfall through your doors. This could lead to an increase in regular customers.
Key takeaway: Use social media and deal marketplace sites to advertise a limited-time offer for a restricted number of people.
Reward loyal customers
Once you start generating new clients, it’s time to say thanks. Reward them for their custom and inspire them to come back with loyalty cards.
Use a simple incentive, such as purchase nine nail treatments and get the 10th free.
This could be for a full manicure, or smaller add-on treatments to basic packages – the type of thing clients might not normally splurge on.
Key takeaway: Keep your customers loyal to your salon by offering discounts or free treatments through a loyalty card. Find our more about the benefits of loyalty cards here.
Support local charities
Helping your local community is a fantastic way to build a positive rapport with possible clients.
Whether you’ve been approached by a local charity or you’re actively seeking to help a particular cause, consider donating a manicure or pedicure as a prize for an auction or raffle.
It’s a simple gesture that can deliver coverage across social media and in the local newspaper too.
Key takeaway: Give back to your local community by donating your nail services as a prize at a charity event.
Which of these nail salon marketing ideas will work best for your business depends on your advertising budget, social following and the time you have available.
Find out more on how Danielle at Hartes Beauty increased her visibility and client base in our case study.