Recent marketing research revealed some telling statistics about Facebook users motivation for ‘liking’ a business.
The study found that 41% of Facebook users ‘liked’ a page in order to receive discounts and special offers. Whilst 28% cited their motivation to click ‘like’ was to take part in a special promotion.
The message is clear: many of the users who follow you on Facebook are hunting for great hair salon offers and promotions.
A balance needs to be struck. Salon discounting can be a tricky business. Do it intelligently and you can fill those gaps in stylists columns. Overdo it and you damage your salon brand and your profits.
Here are my 6 salon marketing tips for discounting:
- Keep it time-limited and short-lived. It is easy to get hooked on offers and discounts. Only use them when you have to and manage them carefully.
- Good terms and conditions are essential. These should be clearly shown on your salon website then link your Facebook page back to this web page.
- Use offers for selected hair stylists on their quiet days. There is no point giving discounts to Facebook users on busy salon days. Obvious, you may think. Yet hairdressers can, and do, fall into this trap.
- Make the rationale behind the salon discount credible and obvious to clients. This is key. Your actions need to appear sensible and reasonable, not an act of panic.
- Use added value offers wherever possible , such as hair care treatments, rather than discounts.
- Measure the effectiveness of your offers
How to keep followers ‘liking’ your hair salon
The report by Chadwick Martin Bailey also commented on why Facebook users ‘unliked’ a business. The top two reasons, with 42% each, being:
- that the information on the Facebook page was no longer relevant to me and
- too many notifications from the business.
So keep your users ‘liking’ you with carefully managed salon offers combined with news, and don’t bombard them with too many messages otherwise they might just click that ‘unlike’ button.
Do offers work for your Facebook followers? What succeeds best for your salon?