Managing a beauty salon or spa? You’re probably already aware that a positive online reputation can help you stand out among local competitors.
According to research, 35 percent of all search traffic is local. Which means that when people search on Google, more than a third are looking for a business to visit. Of course, before deciding to do so, they will first examine a business’ digital reputation and reviews.
Salon reputation management can mean the difference between a calendar packed full of client appointments or slow days with no one on the waiting list.
Here are some effective tips and tricks for growing and protecting your salon’s online reputation.
Salon Reputation Management: 8 Tips and Tricks
Claim your business listings
Your salon is already probably listed on a dozen or so review sites, local business directories, social media platforms, and online yellow pages. Your presence on these digital properties doesn’t mean there’s nothing left to do.
The goal is to plant your flag on these digital properties by claiming your business listings. This way, you can more actively manage the information displayed on these sites.
Why claim your listings? If there’s a missing phone number, you can add it. If there’s an incorrect email address, you can fix it. And if there aren’t enough pictures that showcase the quality of your facilities, you can upload them, too.
Claiming your business listings also allows you to gain visibility in places where your salon’s potential clients and customers are looking for valuable information. Your website may be your online “home base.” But don’t think it’s the only place where prospects prefer to discover information about your business.
Manage online reviews
Service-based businesses and brands in the beauty sector should actively monitor business review sites like Yelp, Facebook, Google, and Tripadvisor, among many others.
By keeping an eye on these websites, your salon can listen closely to valuable customer feedback, as well as respond promptly to what customers have to say.
Don’t be scared of bad reviews. If you do get negative feedback, take it as an opportunity for your salon or spa to respond, communicate openly with clients, and change the online conversation (and your salon reputation) for the better.
Not sure how to respond? Here are some great examples of how to respond to reviews (positive and negative).
Conduct mid-process checks
Mid-process checks just might save your salon reputation. It prevents negative reviews by fostering a culture of communication.
By establishing standard mid-process checks, you ensure that your salon’s services are in line with the expectations of your client. They also allow you to change the direction of the service and ensure you have a satisfied client walking out the door.
Promote your salon in special occasions
We reviewed a large sample of highly positive reviews of businesses in the beauty and salon industry and couldn’t help but notice a trend. Special occasions trigger increased loyalty.
Make it a point to offer services for weddings and other special events. By virtue of having a more personal and meaningful relationship with a customer, you stand a greater chance of securing better reviews and word-of-mouth recommendations: key elements to a solid salon reputation.
Make sure that special-occasion services are treated with utmost care, commitment, and punctuality.
Promote your salon on social media
So: you have a solid website. You’ve claimed your business listings. And you’re also keeping an eye on online review websites. Next: grow your business presence on social media.
Social media is a great platform for salon reputation management. Not only is it perfect for showcasing your expertise; it’s also a proven channel for connecting with clients.
Think of what you can do to build your community of fans and followers. Post relevant content and high-quality photos. Show off your salon’s menu of services. Share authentic 5-star reviews on your feed. Engage with people who comment or leave reviews.
By keeping your social media pages active and engaging, you can strengthen your salon reputation and drive more potential customers to your business locations.
Survey your clients
One specific way to protect your salon reputation is by asking your customers for feedback. You can do this by creating and distributing customer satisfaction surveys.
These surveys enable you to better understand the customer experience and more accurately assess your salon’s reputation. By surveying clients, you can also act quickly, spot dissatisfied customers and detractors, and resolve issues well before they become public on online review websites.
Try “before and after” photos
People go to salons not only to look great, but to feel good about themselves. If your customers feel great after their visit to your place, consider showing off “before and after” photos.
It’s the perfect salon reputation management tactic: photographic proof of how happy customers are with their experience. Of course, you have to first obtain their permission to take these photos and share them across your digital properties.
Add reviews to your website
Getting a steady stream of 5-star reviews? Don’t hesitate to incorporate them to your website.
Doing so helps you generate the kind of social proof potential customers need to have trust and confidence in your salon.
You can literally copy and paste the reviews on a page on your website, but a more effective way is to use review widgets. Review widgets are a simple web application or tool that makes it easy to bring dynamic review content from your salon’s review profiles onto your own website. Even if you don’t personally maintain your own website, you can share the embed code of the review widget to your webmaster.