Converting ‘lookers to bookers’ is an ongoing goal for Michael’s Parramatta business. He worked with Realise Business on engaging the salon’s social media audience to increase bookings, nurture client relationships and build up his brand.
Michael is a highly qualified hairdresser who opened Michael’s Hair and Beauty, his Parramatta salon, in 1989. Michael says, “I have beautiful customers, and I love creating styles that work for them.” He has national and international accreditation, and through hair shows and online courses, he seeks out global hairdressing trends, techniques, and creative inspiration.
Michael also seeks out innovative business strategies, and since 2019 he has trusted Realise Business to provide ideas and assistance. With advisor Sara Berry, his most recent focus has been on employing social media to maximise brand awareness and maintain communications with salon customers during the lockdown phases.
Realise advice just a phone call away
Michael initially developed marketing plans with Realise Business to make his Church Street business more resilient in the face of car park closures, decreasing foot traffic and fewer signage opportunities during the Light Rail construction.
Since the pandemic lockdown periods began, Michael has appreciated advisor Sara’s practical help with extending his customer base. “Sara is always at the other end of the phone to assist
. She has shown me ways to get found, helped with my social media – which I struggle to keep on top of – and setting business goals.”
The social media strategy for online visibility
Sara and Michael developed a marketing strategy to increase the salon’s social media reach and effectiveness, with tasks that could be worked on during the lockdown downtime.
Their social media plan of action covered five basic steps:
- Target the right new clients
- Build brand awareness with Instagram
- Get found on Google with new clients
- Encourage online reviews to persuade new salon clients to book.
The plan incorporated a hashtag strategy, caption and images for regular posts for Instagram and Facebook with copy and images ‘on brand’ and an updated logo.
Connecting with valued clients and new customers
Michael especially wanted to use social media to maintain connections with clients – many of whom had been with him for decades – during lockdown phases.
Creating dedicated online advice would help sustain relationships with valued clients and attract additional web viewers to the salon’s online sites. Through social media, Michael could also encourage them to waitlist for appointments and make bookings.
To build up client relationships, the salon provided:
- General hair advice online
- Special tips for managing those unruly lockdown locks
- The heads up for salon clients, for example, advising current parking changes and instore safety measures.
Good review coverage was a critical focus, as social proof is an important factor in influencing customers. Sara assisted Michael with tips designed to encourage customers to leave Google My Business and Facebook reviews.
Developing a hashtag strategy for local reach allowed the salon to reel in new prospects simply looking for a Parramatta hairdresser.
Michael was proactive in implementing Sara’s advice. With local hair salons reopening to customers in late 2021, he has already gained a competitive edge from his development work on social media engagement, online visibility, and brand awareness.
Michaels Hair and Beauty has the potential to do great business in Parramatta’s new-look CBD, and Michael has confidence in his ability to market the salon.
Michael says he would recommend that other local businesses engage with Realise Business. “The business support through RB has been great. Sara has guided me through the construction journey and helped with my marketing and given me confidence in the value of the light rail and the business opportunity it represents.”
With free business support still on offer in Parramatta, now is the time to act. As Michael points out, “I am very busy with the ‘small business owner juggle’, and Sara has become a great ally and listener to me in running the business.”
At Michaels Hair Salon, we like to moisturise, repair, and protect your hair every visit, so we are offering a Free Deep Conditioning Treatment with any service – get in touch via our Instagram or Facebook pages to book an appointment.