70% OF MARKETERS SAY VIDEO IS THE MOST EFFECTIVE MEDIUM FOR DRIVING CONVERSIONS - DEMAND METRIC
No matter how large or small of a town you’re in, there will always be competition for hair dressers, massage therapists, nail technicians, and other professionals in the beauty industry. Even in Cadillac, Michigan - which has a population of just over 10,000 people - there is certainly no shortage of salons and spas. As someone who used to work in a salon myself before pursuing a career in media production, I can attest to the fact that when you’re in an industry with so much competition, finding a way to set yourself apart, to be noticed, to be top-of-mind in the community is a MUST.
HOW DOES VIDEO FIT INTO YOUR ORGANIZATION’S MARKETING EFFORTS? IN THIS 6-PART IN-DEPTH SERIES, I’LL EXPLAIN HOW VIDEO CAN BE USED AS A TOOL IN THE MARKETING STRATEGY OF 6 DIFFERENT TYPES OF ORGANIZATIONS: NONPROFITS, SALONS, FAIRS & FESTIVALS, RESTAURANTS, WINERIES, AND INSURANCE AGENCIES.
That’s where video comes into play. Pushing out consistent, creative video content has the ability to put your salon and the amazing, talented professionals who work there above the rest. When your videos are constantly seen on social media due to the higher engagement videos receive than normal posts, your salon will be top-of-mind in the community.
Below are 3 types of videos that your salon and the professionals who work in it should be creating right now!
People like surprise birthday parties. They don’t like to be surprised when they go to a new salon. They want to know exactly what to expect - from the atmosphere you project to the color on the walls to the products you use. So, show them while promoting yourself at the same time with a video like the one to the right.
Videos like this can be posted on social media time and time again, as well as put on the “Home” or “About” page of your website. Bonus perk: websites with video on them are over 50X more likely to show up on the first page of a Google search. Why is that such a big deal? Well, when was the last time you went to the second page of a Google search when you were looking for “Salon near me” or “Restaurant near me”? If you’re like me, probably never. You just go with whatever comes up first.
TIPS & TRICKS
Advice videos and how-to videos are some of the most popular videos on the internet right now.
“Searches related to “how-to” on YouTube are growing 70% year-over-year” - Google
Tips & tricks videos are great because they set YOU up as the expert in the industry. When clients have questions, they will come to YOU because they can count on YOU to be knowledgeable. Here are a few video ideas to get the ball rolling:
How To Blow Dry Your Hair At Home (because you’ve all had clients who tell you they just can’t get their hair to look the same at home
How To Tease Your Hair - The Right Way
The BEST Way To Apply Your Foundation
5-Minute Out-The-Door Makeup Lesson
(For Massage Therapists) 3 Stretches To Ease Mid-Day Shoulder & Neck Tension
I know what you’re thinking: When am I supposed to find the time to make these videos?” Don’t panic. These videos only need to be a minute or so long. Do you have a minute while a client’s hair processes? How about 15 minutes until the next client comes in? Another option, if you wanted your videos to look more professional, would be to have a production company like Yellow Wood Media Solutions (shameless plug) come in and work with you - perhaps before the salon opened one morning or after it closed on a Saturday afternoon - to record several of these videos.
If your salon works the way many salons work, the employees get a commission of any products they sell. If your salon works the way many salons work, it’s also difficult to get clients to purchase the products from the salon because they think they can just get basically the same thing cheaper somewhere else. But you know the difference. So, you want your clients to purchase the products, not only because you get a little extra commission for it, but because you know it’s better for their hair. How do you convince them?
“Prospects that view videos of a product are 85% more likely to buy” - Internet Retailer
You need to educate you clients - not just while they’re in your chair and they have to listen to you because you’re cutting their hair and they have nowhere else to go - about the products you sell, what the benefits of the products are, and why those products are the best. And video is the perfect platform to do it.
Want to learn more about how video can help set your salon above the rest in the community? Contact Yellow Wood Media Solutions today for a free consultation!