How Digital PR Can Boost Your Salon Searchability And Social Proof
Want to see more online reviews for your salon and services? How easy is it for customers to find you online? What data are you using to create more leads for your business? How are you capturing this data? We tend to think of ‘Digital PR’ as social media marketing on it’s own, and whilst a solid SMM strategy for your salon and spa is vital, there are also other digital PR methods and strategies to consider which are just as important. In a very busy market, we need potential customers and indeed, existing ones to be able to find, compare and book our services easily, as well as both see and share customer reviews - and ideally leave their own!
The definition of Digital PR is a strategy used to increase awareness of your brand using online methods. Sounds obvious, right? But we see a lot of confusion amongst clients who come to us with a need, but not actually a real understanding of the difference between digital and traditional PR methods.
To make the most impact, digital PR relies on internet-based strategies such as search engine optimization, content marketing, and influencer outreach. So many brand and business owners believe they are well versed in social media, but it’s the ‘whole picture’ strategy behind truly drives leads, reviews and ‘social proof’. Digital PR helps you reach customers by placing your business on sites they read, and the social accounts they follow. It leads to positive reviews on Google and similar too.
For salons and spas, new and repeat custom is the ultimate goal. We can influence positive visibility online by having our clients share reviews, that are found easily by prospective customers are as key to decision making as word of mouth and offer or price based tactics.
You may be capturing your customer data, but how are you using it? Are you sending out regular emails or SMS alerts for example? By dong this consistently, but without spamming of course, you can alert them to new products, offers, staff and other business ‘news’ that can remind them to book their next appointment or offer an incentive to either return to you, or indeed, for those loyal enough, to leave you a review via Google or other social platforms, in lieu of a small discount, upsell or other benefit that suits your objectives.
When utilising more digital PR, you need to make sure that everything is in place tech wise. Links must work, your site must be up to date and everything must be geared towards a process that is as seamless as possible for the customer to click through, see your offering or prices and ultimately book that appointment. People are less patient than ever, and something as simple as slow loading speed or a broken link can make all the difference in them finding another outlet that helps them faster.
Digital PR is also important when it comes to location-based marketing. Is your ‘Google My Business’ profile up to date and working for you? You can micro target any online advertising in a way that suits your locations specifically. Matching keywords along the way. Maybe someone is looking for a late night or early morning opening, today and needs somewhere close by to fit their schedule. A quick Google could bring up your location, up to date opening hours, ideally leading to a swift booking process also.
Here’s where digital PR can help you grow your salon or spa business.
- Increase search traffic– intelligent content and website improvements help dramatically.
- Increase sales & reduce costs – targeting top-level keywords and writing ads more effectively can reduce your cost of conversions and increase sales.
- High quality backlinks – these can be gained from a well written press release or targeted content
- Affiliates – Affiliate schemes can increase both revenue and exposure to your brand or business.
- Generate leads – A true digital PR strategy will put your business in front of your ideal paying client – location based and timely!
- Measurement – Unlike print based PR, everything digital is measurable, and getting to know your Google analytics better will help you to know what is working and where to double down on your efforts.
CEO and Founder of TishTash Marketing and Public Relations
