When I first spoke to Rhina over the phone, I could hear a little frustration in her voice. She had already been running her Brisbane eyebrow salon for many years and had an established customer base, but marketing has always felt like an uphill battle.

When you operate a small business, word of mouth is great but it’s not a growth strategy you can rely on. Rhina was also very active on social media posting almost daily, however, all that time and effort didn’t seem to get real results.

She also had a basic website that used to bring in a few enquiries, but showing up in Google search results had become increasingly difficult and so the enquires declined over time.

So, where do you even start when the marketing landscape keeps changing at a rapid pace and new tools and platforms pop up all the time? How do you keep up and find the time to do it all?

Rhina is absolutely incredible at her craft and has helped many women in Brisbane look and feel amazing. Doing eyebrows is her gift. But after all, she didn’t start a business to worry about marketing and where new customers will be coming from.

So, together we embarked on a journey to completely rethink her marketing strategy and put some simple systems in place that would allow her to promote her business more consistently and reach more people in her local area.

Click here to learn more about working with me to implement a solid marketing strategy in your business.

Laying the marketing foundation for a Beauty Salon in 3 Simple Stages

The reason so many salon owners struggle with their marketing is that they don’t look at their marketing holistically. They do a little work on Social Media (or a lot), they may even have a basic website like Rhina, but nothing seems to bring in the results they need to run a profitable business. We established a strong marketing foundation for Rhina’s business in 3 stages.

Stage 1 – Attract New Customers with an Optimised Online Presence

I like to use the term “online presence” rather than”website” because it involves a lot more than a few pages listing your services.  We deliberately designed Rhina’s new website to achieve 4 things:

1. Get found on Google
2. Inform and educate her clients about her services
3. Give visitor’s a reason to connect
4. Make the booking process as easy as possible

In other words, her website was built to generate leads and sales! If you would like a copy of my PDF checklist with the 17 elements every business website needs, you can download it here.

Stage 2 – Convert Website Visitors into Leads and Leads into Customers

This is a crucial step that small business owners often overlook. If you really want to grow your business, you need to first grow your database.

Your customer database can be a real gold mine. It’s here where you store all your customer details, contact info, preferences, where they are in their customer journey and more.

But having all that information in an Excel spreadsheet somewhere on your computer won’t do much for your business. We need to make use of some clever tools that help us tap into the potential that’s hidden here. This tool is called a CRM – short for Customer Relationship Management System.

A CRM allows us to send each customer the right message at the right time. And in marketing, timing is crucial. In Rhina’s case, we integrated her CRM with her website, as well as with her booking software in order to capture as much data as possible. That allowed us to set up some smart automated messaging.

• New leads receive a small gift and a warm welcome from Rhina
• Leads that still haven’t booked an appointment after a few weeks receive little nudges
• New clients receive educational emails about other services they may like to try
• Repeat clients receive an invitation to leave a Google review

Combined, these messages help Rhina to increase sales, improve client retention, encourage recommendations, as well as increase organic traffic coming from Google.

Stage 3 – Amplify Results by Driving More Traffic to Your Website

If we want more people to visit our website, we need to give them a good reason to do so. Moreover, we need to let them know that they have good reasons to visit.

Social media allows us to tap into a large potential audience and direct them to various pages on our website. So, why would someone who is scrolling through their Facebook feed click on a post that directs them to your website?

People visit your website to:

• Read about a challenge they’re facing and how they can overcome it.
• Watch an entertaining or informative video.
• Get helpful tips related to your services.
• Find your full list of services and pricing.
• Find answers to common questions on your FAQ page.
• Look at the results you have achieved for previous clients.
• Read reviews clients left for you.
• Send you an enquiry.
• Make a booking.

That means the content you create and put out on social media should revolve around your clients’ needs and motivations. Having a blog on your website is a fantastic way to share relevant content and then link to it from your social media accounts. Over time, you will create a great number of backlinks, which will also greatly improve your Google ranking, so more people can find you when searching for your services online.

For Rhina’s business, we created a large library of content designed to speak to her ideal clients and made use of some clever automation tools to have it go out on autopilot at specific times.

After joining the 90-Day Marketing Transformation, she now has a fully automated marketing system in place that attracts new customers, generates leads, drives sales and builds her online reviews – all without having to worry about how to manage all her marketing herself.

Here’s what Rhina had to say about joining the 90-Day Marketing Transformation

“I cannot speak highly enough of David Lee-Schneider. Since the first day I came in contact with him, I was impressed with how much he knew about marketing. David’s ability to listen and then collaborate with you is so uplifting. He didn’t hesitate in going in the extra mile to ensure all angles were covered and that l had a full understanding of what I needed to do to help grow my business.

Marketing isn’t my strong point and l really struggled to find time to do it properly being a small business. The one source l always relied on to attract new customers was Facebook. Understanding Facebook’s rules, ever-changing algorithms, target audience and post scheduling was getting really overwhelming.

David’s professionalism is apparent in the work he produces. He did an absolutely incredible job in building a brand new website and has put the right tools and strategy in place, which has freed up so much of my time, and really makes an impact on my business. Working with David has eased my stress around so many issues l had with marketing. I’m very impressed at what he has achieved for me so far and appreciate having more time to focus on work, knowing that my business is well-managed.

I have happily referred David to many of my clients, not only because he is highly skilled and talented in digital marketing and website development, but because he actually cares about the businesses he works with and the people behind them. A rare trait that l really admire.

If you are looking to grow your business, contact David. His marketing skills are very unique and help business owners solve their needs. Thank you, David, your passion and expertise are so inspiring and I look forward to continuing working with you!”

~ Rhina Yaqub, The Eyebrow Specialist