Why salon marketing is different
Hair and beauty is a visual, trust-based, repeat business. Clients choose based on photos of your work, reviews and convenience, then stay for years if they’re happy. That means two numbers matter most: how many new clients find you, and how many of them rebook. Good salon marketing works on both.
Get found by new clients
1. Optimise your Google Business Profile
When someone searches “hairdresser near me” or “nail salon in [town]”, Google Maps results appear first. Choose your most accurate category, such as “Hair salon”, “Beauty salon”, “Nail salon” or “Barber shop”, list every service with prices where possible, and add opening hours and photos. Our guide to your Google Maps business listing covers the basics.
2. Connect online booking to Google
If your booking system supports it, connect it to your Google profile so people can book straight from search. Fewer steps means more bookings.
3. Build a website with a page for each service
Social media isn’t enough on its own. A simple website with separate pages for balayage, cuts, colour, lashes, brows, nails or treatments helps you rank for those exact searches. Include prices from, how long each service takes, and photos. Not sure which platform? Our comparison of the best website builders for small business helps.
4. Collect reviews after every appointment
Reviews help you rank in Google Maps and convince new clients. Send an automatic text or email after each visit with a direct link to your Google review page. Our guide on how to ask customers for Google reviews has scripts you can copy.
5. Answer the questions clients ask
“How long does balayage take?”, “Do you do patch tests?”, “Is there parking?” Answering these on your website helps you appear for longer searches and in AI tools such as ChatGPT. Read how to write content AI tools quote.
Want more bookings from Google and Instagram?
We help UK salons with websites, local SEO and social content that turns browsers into booked clients.
Salon marketing ideas for social media
6. Post before-and-after content consistently
Transformations are the most powerful content a salon can share. Get client permission, use good natural light and keep the background tidy.
7. Use short videos and reels
Short videos of a colour reveal, a fade or a nail set being finished perform well on Instagram and TikTok. Our guide to turning photos into reels is written for trades, but the same approach works for salons.
8. Make your bio a booking machine
Put your town, main services and a booking link in your Instagram and TikTok bios. Many potential clients find you there and want to book immediately.
9. Tag your location and use local hashtags
Tag your salon location on every post and use local hashtags (for example your town or area) alongside service hashtags. This helps nearby people discover you.
Keep clients coming back
10. Rebook before they leave
The easiest booking is the one made at the chair. Offer to book the next appointment at checkout, based on how long their style or treatment lasts.
11. Send reminders and “you’re due” messages
Automated reminders reduce no-shows. A friendly “it’s been six weeks, want to book in?” message brings back clients who might drift.
12. Run a referral offer
Reward clients who bring a friend with a discount or add-on treatment for both. Word of mouth is still a salon’s best channel.
13. Fill quiet days with targeted offers
If Tuesdays are slow, send a short email or text offer for that day only, rather than discounting your busiest times.
14. Build a simple loyalty scheme
A points card or “every sixth visit gets a free treatment” encourages regular visits. Keep it simple enough to explain in one sentence.
A simple salon marketing plan
| Timeframe | What to do |
|---|---|
| Week 1 | Complete your Google Business Profile, connect booking, add services and photos |
| Week 2 | Set up automatic review requests and appointment reminders |
| Weeks 3 to 4 | Create or improve website service pages with prices and FAQs |
| Every week | Post two or three before-and-afters or short videos |
| Every month | Send one email or text to past clients, review what’s working |
Advertising rules for aesthetics
If you offer aesthetic treatments, be careful. The ASA says botulinum toxin is a prescription-only medicine and must not be advertised to the public, including on social media. Promote consultations instead, and make sure any results shown are genuine and not misleading.
Should a salon use paid ads?
Paid ads are worth testing once your foundations are in place. Local Instagram and Facebook ads work well for new client offers and launching new services. Google Ads can work for high-value treatments. If you’re weighing up ads against organic growth, read our guide to Google Ads vs SEO.
Frequently asked questions
What is the best way to market a hair salon?
The most effective approach combines a complete Google Business Profile with online booking, regular before-and-after content on Instagram and TikTok, a steady flow of Google reviews and rebooking every client before they leave.
How can I get more clients to my salon fast?
Optimise your Google Business Profile, run a referral offer for existing clients, post transformations on social media and test a small local Instagram ad with a clear new-client offer and booking link.
Does a salon need a website?
Yes. A website helps you rank on Google for specific services, gives clients prices and answers in one place, and isn’t at the mercy of social media algorithms. It also helps you appear in AI search tools.
How do I market my salon on Instagram?
Post before-and-afters and short videos consistently, tag your location, use local and service hashtags, and put a booking link and your town in your bio.
How much should a salon spend on marketing?
Many small salons spend a modest monthly amount, focusing first on free channels such as Google Business Profile, reviews and social media, then adding paid ads once they know which services are most profitable.
How do salons reduce no-shows?
Use automated appointment reminders by text or email, take deposits for longer services, and make rescheduling easy so clients move appointments instead of skipping them.
