Do you have a salon blog? If you do, have you thought hard about why you have one? Blogging can be hard work and there is nothing more depressing than a blog that hasn't been updated for a long time. Keeping on top of regular content is a discipline. To be honest, I’m not always convinced it's a necessary part of your salon’s ongoing marketing strategy either. Hear me out…
Ultimately it depends how you get your new customers (which means you should probably figure out exactly how you get new customers - there may be some surprises there!) If you only ever get new clients through word of mouth or through you social media, spending a lot of time writing a blog is probably not wise. But if your website is a source of clients and appearing high in Google searches is important, a blog can be a great boost to your marketing – because Google loves high quality, relevant and up-to-date content. It gives search engines something to index so that you appear higher in relevant searches.
You can, of course, blog just for the pleasure of it – and it’s rare that a blog is actually harmful. There are a few more good reasons for blogging which some salon owners miss, though.
It’s been said a lot that ‘there are riches in the niches' - and having very targeted blog information can really help you cement your position as the expert.
First, a blog is a great tool for positioning you as a professional in a particular field. I've said for a long time that salons that offer a bit of everything are severely restricting their growth - it’s been said a lot that ‘there are riches in the niches' - and having a targeted blog can help you cement your position as the expert.
Second, it gives you something to talk about on social media! You can send people to your blog (called ‘driving traffic’) from social media platforms by sharing your blog link and getting in front of people who might be interested either on your page, in groups or through paid-for ads. And because of the way social media platforms choose how a post is shown, you can share the same blog with a new snippet throughout the year (as long as the content is 'evergreen' eg. it doesn’t date).
Third (and for pros only), you can retarget blog readers with ads on YouTube, Facebook or Instagram. Basically, when someone reads a blog on your website on a particular topic, you can have them pick up a piece of tracking code which then means they see an ad for your relevant services on that topic next time they go to social media. Clever, huh?
3 REASONS TO GET A BLOG ON YOUR WEBSITE
1 Shows your expertise in a particular field2 Gives you something to talk about on social media3 Allows you to retarget blog readers with ads
3 REASONS NOT TO GET A BLOG
1 It can be time consuming2 You get clients through word of mouth recommendations3 If you don't have the content, a sparse blog looks worse than no blog at all!
Phil Jackson is an international business coach with 20 years experience in the industry.
He strives to offer a unique perspective on salon ownership.