Check out our exclusive “Tips from the Top”, as we speak to leading brand directors across the industry – in everything from marketing and sales to customer service and HR. In this series, we find out how their specialised knowledge and experience can be applied to your salon and business.
This month, Annamarie Freeman, Head of Marketing UK and Ireland for Schwarzkopf Professional uses her background and experience to explain exactly how to market your salon business.
I know that for many salon owners, marketing can feel like one more thing on an already-packed to-do list, but it doesn’t have to be overwhelming. At its heart, good marketing is simply about telling your story, connecting with your community and creating a memorable experience. So, whether you’re just starting out or looking to fine-tune your approach, here are seven practical tips to help you show up confidently and consistently in your marketing.
- Know Your Brand and Live It
Your brand isn’t just your logo or your salon name; it’s the feeling people get when they walk through the door or scroll your Instagram. A strong salon brand should reflect your values, your team’s personality and the experience you offer. Start by asking yourself: What makes us different? What do we want to be known for? Then make sure that message runs through everything – from your pricing and social posts to your decor and client consultations.
- Consistency Is Everything
One of the biggest challenges I see is inconsistency, especially on social media. It’s better to post twice a week with a clear message than to post every day with no direction. Use a content calendar to plan ahead, and don’t be afraid to repeat key messages.
- Think Local and Act Like a Neighbour
Even in the age of social media, your best clients are often just around the corner. Local marketing should still play a key role in your strategy. Partner with nearby businesses, sponsor school and charity events or host a community evening in the salon. Small acts of visibility in your area can drive big loyalty.
- Retail Starts With Confidence, Not Sales Tactics Salon retail has changed.
Today’s clients are savvy, but they will respond to genuine, knowledgeable advice. Make sure your team feels confident recommending products that support the client’s hair goals, not just what’s on promotion. Always lead with the benefits, not the features: “This will help your colour last longer” beats “It’s sulphate-free” every time.
- Your Team Is Your Best Marketing Asset
When your team feels valued, supported and clear on the vision, that enthusiasm spreads. Get them involved in your marketing, whether that’s creating tutorials, sharing content or helping promote in-salon events. People connect with people, and your stylists are often the reason clients keep coming back.
- Make It Easy for Loyal Client
It’s more cost-effective to keep a client than to gain a new one. So, think about how you reward loyalty. Whether it’s a simple rebooking discount, a VIP client night or a refer-a-friend scheme, loyalty marketing helps you build a steady, sustainable business. Also, don’t underestimate the power of a well-timed follow-up message, especially after a colour appointment. It shows you care, and it keeps you front of mind.
- Keep Learning and Stay Curious
Marketing trends change quickly – what worked two years ago might not work now and that’s okay! The most successful salon owners I meet are the ones who stay curious. Whether it’s attending business events, following marketing podcasts or joining professional groups, make sure you make time to keep learning. As a brand, Schwarzkopf Professional is passionate about supporting salon owners with the education, inspiration and tools they need to thrive, and I believe that mindset is key to long-term success.
