Online Marketing For Leading Edge Hair Salons

Intercoiffure Congress | Hobart | Oct 2013

• Give you at least one thing you can take away and implement in your business this week

Goal For The Next Hour

Our Time Together

• Foundations • What you should do to be

competitive• Not “how to”• Link at the end

Too many channels

No time to learn it

Who to trust or believe

Can’t afford extra costs

Too complicated

Marketing For Experience Services

Increase Trust

Lower Risk

Online channels are perfect for this.

Digital Word Of Mouth

1. Strong website that generates leads2. Mobile capable3. Google Places (+ Local)4. Active in social media5. Online reviews6. Email marketing7. Remarketing

“I’ll Google It”Search engines are the first place people look and most people use Google1 in 2 hairdressers don’t have a website

1 in 4 Intercoiffure members don’t have oneRoom for improvement

Are You Making Any Of These Errors On Your Website?

Flash websites / Press “Enter” to see sitePhone number not in header or easily accessibleCheesy stock photosThe design sucksNot enough textText not optimised to feed Google

Heard Of Any Of These?

Feeding Google

60%-80% of local ranking is “on-site”Ask your clients about their searchesCreate content focussed on each of those terms and the related termsBe the best answer for the searcher’s need

Which Of These Would You Click?

Meta Titles

Page Title = Meta Title: Aim for 65 characters including spacesPage Description = Meta Description: Aim for 156 characters including spaces and try for no more than 160.

Page Optimisation

Other Things To Do

Install Google analytics and webmasters toolsName, Address and Phone in textMake sure your site loads in 2-3 secs.Lead capture and listing building devices including Facebook and Email signups formsMake sharing easy – especially +1’s

Mobile Enable Your SiteMore than one-quarter of organic search visits came from mobile devices in Q273% of mobile searches trigger additional action & conversions. Mobile site or responsive site – which is best?

Google Places (+ Local)

Completing Your Profile(s)

Name, Address and PhoneImagesVideosAim for 100% complete

Citations

truelocal.com.auyelp.com.aulocalstore.com.ausnipped.com.auhairsalons.com.auaussieweb.com.auwomo.com.aufindlocal.com.au

localbusinessguide.com.aulivingsocial.comsalonstaff.com.aucommunityguide.com.auraveaboutit.com.auallbeauty.com.autribelifestyle.com.ausalonpages.com.au

Foundation Complete

Local marketListing on page one for website for some search termsListing on Google places for local searches

More Competitive Market?

Social Media – You Have To Do It

Your market is socially connected11.5m Australian Facebook users/accounts

Google independent traffic and customer sourceSocial signals improve Google ranking

TwitterGoogle +

Social W-O-M is rising – 38%

Focus On Facebook

More usersHigh levels of engagementFunctionalityList – access to customers and prospects

Facebook – Graph Search

Very powerful search

Edge Rank Is ImportantEverything you post does not show up in the newsfeed of your likers – edge rank controls that

Increasing Engagement

You need to work the audience to get engagement.Just sharing stuff talking about your business won’t do itThink about your “voice”Frequency – 3 to 5 times a week

Ask A Question

The Quick Poll

You can actually use FB quick poll to do this and get some valuable feedback at the same time.

Irresistible Offer

Sticky Video

Instant Share

Other Engagement

Event based activityPhoto shareCompetitionsTOC

How Much Time?

Facebook ChampionPart of role: recognition and rewards for it

1 hour a week – 1 hour a dayUse a content calendarUse schedule posts – put them all in on MondayDaily checking and responding

Growing Your Following

OrganicYour clients, your mailing list, (your friends)

Encourage “check-ins”

Growing By Paying

Promoted postsFacebook offersAudience selection in FB is very powerful

LikersFriends of likersClone your customersOther target prospects

Facebook Likes = Email List

Help you to increase trustAnd reduce riskOpportunity to do what you normally do

Engage and talk to peopleGive useful advice and helpExpress your personality and values

Remarketing

95% of visitors leave and do nothingIt is easy to remarket to these people

Google AdWordsAd Roll

Display advertising reinforces your image and brandBuilds awareness and familiarity

Email Marketing

Lead magnet– give away really useful stuffFollow up using an auto-responder (drip feed emails)

Online Reviews

Reviews

Bad reviews happenNeed a system for collecting reviews from clients

Gmail address – to Google LocalFacebook to FB reviewsOthers - True local

A System For Getting Reviews

The Building Blocks

Website

Blog

Google Places

Citations

Facebook

FB Advertising and

Engagement

List Building

Email Marketing

Drip Feed Emails

Remarketing

Expectations

Increased traffic to your website – at least doubleIncreased engagementMore bookings from new clients – 25%-50% increase us a reasonable expectationMore profits

Notes and Extras

Go to WeLikeThis.biz/intercoiffure

Follow me on twitter @OLBizBuilders for updates and tips from the world of online marketing