Get started with marketing

Foreword

Before you start on anything at all, you should set up an Instagram account, a Facebook page, a website, and a Google Business account for your salon.

Website: Make it easy for customers to contact you

A professional website is often the first place where potential customers get to know your salon. A good website shouldn’t just show your services and prices—it should also make it easy for customers to get in touch. By adding a clear contact form, phone number, and maybe an online booking option, you increase the chance of turning digital visitors into paying customers in the chair.

SEO: Get a better spot on Google than your competitors

SEO (search engine optimisation) is important if you want to be seen on Google. By tuning your website with relevant search words like “hairdresser [your city]” and descriptions of your services, you can improve your place on Google and get more potential customers to find your salon instead of your competitors’. Good SEO work also includes local SEO, where you improve your profile on Google My Business so local customers can easily find you.

Make Google your friend

Think of Google as your friend. Google has one job: to find the best answers to what people are searching for. When you write text for your website, think of it as writing to your friend. Share good tips and simple tricks. Tell Google what your customers can expect from you in your salon. If you found this article through Google, it’s because Google thinks you’ll get something out of reading on. If you treat Google well, Google will treat your salon well too. Super simple.

How do you become friends with Google?

It can be hard to compete on “Hairdresser Copenhagen”, so consider finding a niche group of customers. If you’re great at bridal updos, write on your website about why you’re the best stylist for bridal updos in Copenhagen. If Google agrees, it will recommend your salon next time someone searches for bridal updos in Copenhagen.

Adwords: Advertise to people searching for a hairdresser in your local area

With Google Adwords, you can aim ads at people who are searching for hairdressers in your area. By putting money into Adwords, you can get seen at the top of the search results, even if your organic SEO is still a work in progress. A well-planned Adwords campaign helps you reach people who are actively looking for a hairdresser and are ready to book. But be careful. If you don’t set your ads up properly, you can burn through your whole budget in a day without it bringing you customers. Trust me—I’ve been there.

Meta (Facebook and Instagram): Tell potential customers about your salon

Facebook and Instagram are strong platforms for attracting and engaging potential customers. By sharing photos of your past haircuts and customer stories, you can build interest in your salon and show your style and skill. Meta ads (Facebook and Instagram are owned by Meta) also make it possible to reach people in your local area and can be an effective tool for attracting new customers if you’re not ranking high for the search words you want yet.

How much money should you spend on marketing?

Marketing is an investment that can be important for your salon’s growth. In general, it’s recommended that businesses spend between 7–10% of their turnover on marketing to get a steady return. Many find, though, that the marketing budget can vary depending on the economy, so it’s a good idea to have a plan where you can increase marketing when the need for more customers comes up. I wouldn’t recommend small salons spend money on marketing and adverts. Read below instead.

Should you even spend money on marketing, as a hairdresser?

For 9 out of 10 hairdressers, I’d say no. It costs you far more than you get back. I would focus instead on SEO in your local area. If you live in Viborg and want to show up when people search for “Hairdresser Viborg”, then write lots of reasons on your website why someone should choose you. If Google is convinced you’re the best hairdresser in Viborg, it will automatically recommend your salon over everyone else.

Which salons should consider paid marketing?

Large salons with plans to open more locations. Here, paid marketing can make a big difference when it comes to establishing your new locations in their local areas.

Should you get help from the companies you see advertising on Facebook and Instagram?

In short, I wouldn’t recommend it. Their business model is to give you a bit of help on an ongoing basis so you slowly get better. You pay for that, and the effect will be small but steady. Instead, you can do it all yourself in one go and get it done, if you want. I don’t have good experience with getting outside help, so please learn from my mistake.

What is paid marketing?

Paid marketing means you pay to have your salon or service shown on other people’s websites, apps, or social media. This type of marketing includes Adwords, Facebook ads, and paid partnerships with local influencers or blogs. Paid marketing can give your salon quick visibility, especially if you want to attract more customers in the short term.

Is there a shortage of hairdressers?

Yes, the number of trained hairdressers is expected to fall over the next ten years. According to SMVdanmark, the number of hairdressers will drop by about 1,350 people by 2032. This could lead to higher demand for skilled hairdressers, and for salons it means there may be good reason to invest in long-term customer loyalty and keeping staff.

What does a marketing plan include?

A marketing plan helps your salon set clear goals for how you’ll attract customers and build your customer base. An effective plan should include an analysis of your target group, your competitors, and your most important channels. “Channels” is a trade word for places you can advertise, such as your website, Adwords, and social media. By planning content, budget, and goals, you can better track your progress and make sure you’re using your marketing money in the most effective ways.

How do you do good marketing?

Good marketing is genuine and focused. For hair salons, it’s important to show your skill through photos, customer reviews, and inspiration. By choosing the right channels and understanding your target group, you can reach the people most likely to become loyal customers. A mix of SEO, good Google Reviews, and an active presence on social media can help your salon attract new customers and build long-lasting relationships.

When is something marketing?

Marketing is any activity that aims to attract and keep customers. For a hair salon, it can include everything from Facebook posts and Google ads to personal recommendations and customer events. The goal of marketing is to build awareness of your salon and make it easy for customers to choose you when they need a hairdresser.

Final words

My general recommendation for ALL hairdressers is to do the following:

1. (Important) Create a recognisable spot where you take your photos for social media. For example, you could have an orange wall, so people remember “the salon with the orange wall”.
2. (Important) To get going on Google, give your happy customers a free travel-size shampoo to take home as a thank-you for writing a review of your salon on Google.
3. (Extra) Make a simple website where you write/blog about your passion for the work you do in your salon. If Google thinks “she really knows bridal updos,” it will recommend your salon to people searching for exactly that.