Hey! Caity Hubert here.
In this blog post I’m going to tell you why social media marketing is pointless.
Did she really just say that?
Yes, I really did. And I mean it.
Actually...let me rephrase that sentence.
Social media marketing is pointless IF you don’t have a spectacular product to back it up.
There we go. That makes a little more sense, yes?
Let me dive a little deeper into this topic.
Here’s the deal. I’ve noticed a trend in the beauty industry...and it’s not a great one.
Hair stylists are doing things completely backwards.
And you may be one of those stylists.
It’s kinda hard to self-diagnose this issue. Frankly, it sucks to admit you may be wasting your time on your clientele-building strategies.
So let’s step back for a minute.
(Humor me, here, alright?)
Imagine you’re not a hair stylist. Imagine you’re a baker. And you just opened a cute little bakery of your own!
You’re fresh out of school, so you don’t have a ton of dough to spend on advertising and such. (Ha ha. Dough. See what I did there?)
Maybe you were top of your class and you graduated from culinary school feeling super-confident!
Maybe you even have a few loyal customers already, or worked under an established baker for a bit.
Either way, now that you’re done with your training, you’re mostly starting your business from scratch.
(Yes, that’s another bakery pun. Sorry not sorry.)
Then some industry expert told you to focus on social media marketing.
So you start to market the HELL out of your bakery. You make a website, a Facebook page, and an Instagram account.
You start posting photos of your work, linking to your booking site, and offering discounts to get people in to try your cookies.
Maybe you even try paid ads, email campaigns, or networking events.
So maybe your efforts to market your bakery work! Maybe you get more traffic into the bakery, more sales, and a few good Yelp reviews to boot!
Well sort of…
Because even though you feel busier and you’re selling more cookies, you’re working A TON.
You’re running to the supply store to get a ton of supplies, baking a crap-load of cookies that you’re selling at a discount to get new clients in. People seem to like your cookies, but you’re not totally confident they’ll return for a second visit to the bakery.
And at the end of the month your bank account seems just as empty as before you launched all these social media campaigns.
Even though you’re working more, marketing more, and starting to make more sales.
You start to feel overwhelmed, overworked, and underpaid.
So what the heck? How are you EVER supposed to make more money?
I’m assuming if you’ve read this far, you resonate with my bakery example at least a little bit.
Maybe it sounds a little like your journey as a hair stylist?
If it does, you’re not alone.
There’s a REASON the average hair stylist only brings home around $25,000 a year (a little over $11/hour). There’s a REASON even some of the top-paid hair stylists only make around $50,000.
There’s a REASON very few hair stylists are ever able to pay themselves over $100,000 a year.
And, contrary to what you may think, you don’t have to work more hours, raise your prices, or bust your butt on social media marketing to get there.
To tell you the truth, it’s not really impressive to have thousands of social media followers if you get low post engagement. Even less impressive if those followers don’t convert to clients.
And even if you do get a ton of new clients in your chair because of your marketing efforts, if your retention rate isn’t great you’ll ALWAYS have to be busting your butt to fill your books.
It doesn’t have to be this way.
Honestly, it shouldn’t be this way.
Most people follow the ideas of the traditional marketing funnel. This is the idea that clients “funnel” down a certain path; awareness, consideration, conversion, and retention.
Here’s what most hair stylists’ marketing strategies look like in relation to the traditional marketing funnel I just referenced:
Post on social media hoping to make people AWARE of you and the fact that you do hair
Hope that your social media followers click on a link to your website, causing them to read about you, skim your service menu, and CONSIDER coming in to see you
Some of these potential clients do decide to book an appointment with you, hopefully coming in and CONVERTING to actual clients.
Hope that they pre-book, come back, and you’re able to RETAIN them as a loyal client!
Notice a pattern with this marketing “strategy”?
It's actually more “hope” than actual strategy.
Here are the issues with this all-to-common plan:
Even if you attract a ton of new followers and potential clients to your social media channels, there’s a good chance it may not be the right people. Often, new followers are other hair stylists, your Mom, or people who aren’t local.
As for the people who would potentially make good clients, it may take awhile for them to actually click through to your website. It’ll take a lot of time, effort, and energy to craft amazing social media posts to keep you at the top of your potential clients’ minds.
The average website has a conversion rate of less than 3%. That means that for every 100 people who visit your website, only 3 will ever book an appointment.
Most hair stylists have a retention rate of below 66%, meaning that if all 3 of those clients that finally booked an appointment, you’ll probably only retain 1 or 2 of them.
Please don’t get butthurt when I say this, but it’s ridiculous to assume that most of your social media followers will eventually become clients.
For the reasons I’ve detailed above, it’s safe to say that it will most likely take at least 300-500 new social media followers to gain 1 loyal client.
Ummm...is that just me, or does that sound like a LOT of work?
What most people forget, though, is that there’s actually one more section at the bottom of this marketing funnel.
These people are your influencers. They’re not only clients you’ve retained, they’re also clients who advocate for you. Essentially, they’re your dream clients.
You love them. You love doing their hair.
And they love you!
They trust you, pre-book with you, add on additional services, and purchase retail.
They’re the clients who tell everyone about you and refer all their friends to you without you even having to ask.
And because their friends are just as awesome as they are, they become rockstar clients, too!
So let’s go back to our cookie bakery example from earlier in this post for a second…
What if instead of working so hard to bake a ton of cookies to draw new people into your bakery, you focused on the few loyal customers you already had?
You start catering to their needs and making sure that they get the best damn cookie of their life every time they walked into your bakery.
So instead of baking dozens and dozens of pretty good cookies...you’re baking just a few batches of PERFECT cookies.
You feel your stress start to melt away because your product gets better and better with every batch you make.
And instead of feeling overwhelmed and stressed with your career choice, baking becomes enjoyable again.
Before you know it, your influencers/advocates have brought you a new stream of steady customers who love your baked goods.
And because you aren’t running to the supply store all the time, feeling pressure to discount your product to get people in, and spending so much effing time on marketing efforts…
...you’ve finally ARRIVED.
You’ve finally arrived at the place where you’re making good money, working reasonable hours, and loving every minute of your time with your customers.
Well guess what?
You can totally have this happen as a hair stylist, too!
When you perfect your product (aka your guest experience), you’ll be able to effortlessly cultivate a group of dream clients that essentially do your marketing for you.
But you also have to be sure of the following things:
Your consultation is PERFECT, and you’re communicating super-effectively with your clients
Every client who sits in your chair has a top-notch experience that stands out from all the other salons and stylists they can choose from
You are charging ENOUGH and the CORRECT amount for optimal profitability
(FYI...I can help with all that stuff. And OH so much more!!)
So if you’re ready to free yourself from the pressure, stress, and time commitment that comes with the not-so-effective social media marketing strategies you’ve been doing...stay tuned.
If you’re ready to start effortlessly attracting, building, and retaining your dream clientele...you’re in the right place.
And if you’re ready for all the reasons you got into the hair biz to become realities, I can help.