A complete salon marketing strategy connects digital, social, and traditional tactics, helping hair and beauty salons attract clients, increase retention, and build loyalty.
TL;DR
A salon marketing strategy is not about doing everything, it’s about doing the right things consistently. Focus on a mobile-friendly website with online booking, showing up in Google searches, collecting reviews, and staying visible through email and social media. Add tools like loyalty programs, gift cards, and cross-sells, and you’ll keep your chairs filled without wasting time or budget.
Digital Marketing Strategies for Salons
1. Optimize Your Website for Clients and Search Engines
A mobile-friendly site with online booking is essential. If your site isn’t easy to use on a phone, potential clients may leave before scheduling.
Pro tip: Add a “Book Now” button at the top of every page. One salon saw a measurable increase in bookings after adding it.
2. Local SEO That Improves Visibility
When someone searches “hair salon near me” or “nail salon open now,” your salon should appear. This requires optimizing your Google Business Profile, using location-based keywords, and collecting reviews that improve rankings.
3. Reviews That Support Client Decisions
Reviews are central to client decisions. Instead of waiting for them, request reviews directly. Some salons encourage clients by offering a small discount on the next visit when they leave feedback on Google or Yelp.
4. Build and Use Your Email List
Collecting email addresses is only the first step. Send useful messages such as birthday discounts, seasonal promotions, or appointment reminders. A single email campaign can generate extra bookings during slower weeks.
Social Media Marketing Strategies for Salons
5. Create a Selfie Spot That Promotes Your Brand
Clients already take photos of their hair and nails. Place a mirror decal with your salon’s social handle to make sure they tag your business.
6. Ads With a Clear Offer
Facebook and Instagram allow precise targeting by age, gender, and location. Instead of generic ads, run promotions tied to a specific service and a clear timeframe, for example, “20% off balayage in September.”
7. Share Real Work Instead of Stock Photos
Showcase your team’s work through before-and-after photos, stylist spotlights, and quick video reels. This builds credibility and client connection better than generic images.
Check out our blog post on Salon Social Media Ideas for 5 engaging ways to get your salon started!
Traditional Marketing Strategies for Salons
While digital and social channels dominate client discovery, traditional strategies remain powerful for building loyalty and increasing revenue.
8. Loyalty Programs That Encourage Repeat Visits
Punch cards and digital rewards still work. For example: “Buy 5 haircuts, get the 6th free.” Add a referral incentive by giving clients an extra punch when they bring a friend.
9. Gift Cards and Add-Ons That Increase Revenue
Gift cards generate prepaid revenue and often bring in new clients. Add-ons (such as offering a brow wax at checkout) increase the value of each visit.
10. Direct Mail That Brings in Local Clients
Postcards and mailers keep salons top-of-mind in their neighborhoods. Seasonal promotions, “welcome” offers for new residents, or reminders to book holiday appointments can drive calls and online bookings. Direct mail is even more effective when combined with digital retargeting or email follow-ups.
Putting Your Salon Marketing Strategy Into Action
Choose 2–3 of these salon marketing strategies, apply them consistently, and track results. For larger growth—or if marketing falls to the bottom of your list—Plum can support your salon with website design, SEO, social campaigns, and direct mail that puts your brand directly into clients’ hands.
Contact us today to discuss your salon’s marketing plan, or see how Plum supports salons and spas.
Salon Marketing FAQs
What are effective salon marketing strategies?
Effective strategies include local SEO, online booking, reviews, email campaigns, social ads, loyalty programs, and referral incentives.
What is a marketing strategy for a beauty salon?
A beauty salon marketing strategy should combine a mobile-optimized website, targeted Facebook and Instagram ads, and retention tools such as loyalty programs.
What is a marketing strategy for a hair salon?
A hair salon strategy should focus on ranking in local search results, building an email list, promoting stylists’ work on social media, and offering gift cards or bundled services.
How can salons attract more clients online?
Salons can attract more clients online through Google Business Profile optimization, review generation, paid social ads, and consistent posting of their team’s work.
Does direct mail marketing work for salons?
Yes. Direct mail campaigns—such as postcards, coupons, or referral offers—are still one of the most effective ways to reach local clients. When paired with social media and email, direct mail helps salons increase bookings and attract new walk-ins.
Do loyalty programs help salons retain clients?
Yes. Loyalty programs provide clear incentives for repeat visits and referrals, which boost retention and revenue.
When should a salon hire a marketing agency?
A salon should hire a marketing agency when marketing tasks are inconsistent or results are limited. Agencies like Plum can manage SEO, websites, and campaigns to support sustainable growth.
