Social media trends

Since its launch in 2004, Facebook has grown to become the most visited website in the world after Google and YouTube, with 2.9 billion monthly users. Th e sheer size and coverage of Facebook means that it is a platform worth showcasing your salon or barbershop on, and our experts explain just what you need to be doing to make the most of it.

In the third of our social media trends series, we look at how you can best use this platform to showcase your business and entice new clients.

WORDS HOLLIE EWERS

2/3

of Facebook users say that they visit the page of a local business at least once a week

1.6bn

More than 1.6 billion people on Facebook are connected to a small business

THE EXPERTS THE EXPERTS

ALICE KIRBY

Why have a business Facebook page?

RP: Th ere are more than 1.93 billion daily active users on Facebook. Th is means there’s a big chance that your target clients are on there somewhere. Th ere will also be some

founder of Lockhart Meyer Salon Marketing and the Salon Social Club

RYAN POWER

Salonology founder and mentor, salonology.uk

people who use Facebook like a search engine and will expect you to show up when they search for you to confi rm that you’re a legitimate business. AK: While Instagram is strongest with young millennials and Gen Z, Facebook has a strong adult demographic – in fact, 25- to 34-year-olds still make up almost a third of its users. For many salon and barbershop businesses, this is one of their main target markets.

What should it be used for?

RP: Facebook is fantastic for attracting clients but also for forging deep relationships with them because it enables two-way communication. Deep bonds with your clients result in lasting relationships. AK: Advertising – with a signifi cantly better average click-through rate compared with Instagram, Facebook is the go-to platform to advertise if you want to increase your website traffi c and your sales.

Facebook Groups are a powerful marketing tool, Groups can help attract new clients and engage existing ones with exclusive content and support. Th ey are also a great way to bypass the Facebook news feed algorithm and connect with audiences where they are actually likely to see and interact with your content.

Recruitment – in addition to ‘we’re hiring’ posts, also add content showing what a great place your business is to work at and attract the best local talent.

What makes a good Facebook page?

RP: It’s really important to get some personality in – give people something to resonate and engage with and keep coming back to you. It’s also essential to connect your booking software so that people can book without the need to contact you fi rst. AK: Use Facebook to build client trust in your expertise and technical skills by posting testimonials and reviews, before and after photos, advice and ‘how to’ videos.

Avoid constant hard sell – no more than 20% of posts should be a hard sell.

TOP TIPS TOP TIPS

Facialist and NHBF Top Infl uencer Abigail James has more than 10,000 followers on Facebook...

 A great header is key as it’s often the fi rst thing people will see

 If you blog, link to posts via Facebook to drive traffi c to your website

 Don’t write too much on one post

 Add a ‘click to book’ button on your page that links straight to your booking platform or website

 Make use of Facebook Groups to ask for advice or chat with fellow professionals.

At least 80% of your content should tick a minimum of one of the Four Es: educate, entertain, engage and empathise.

What features have practical business benefi ts?

RP: If you want your posts to be seen by lots of people, then video is still the way to go – it will almost always be seen by more people than static posts.

Advertising is great if you’re looking to expand your reach or engagement. However, paid advertising should be planned as a part of a campaign with a specifi c outcome in mind. AK: Activate the Facebook Reviews tab and start asking clients to review you. Ensure seasonal promotions and important news don’t get lost by pinning the post to the top of the news feed.

AT LEAST 80% OF YOUR CONTENT SHOULD TICK ONE OF THE FOUR Es: EDUCATE, ENTERTAIN, ENGAGE AND EMPATHISE

SELL YOURSELF ALICE’S ADVERTISING ADVICE

 Ask if what you’re advertising will make a difference to your business growth. Not everything is suitable for advertising – and not all advertising needs the same budget.

 Use Facebook Ads Manager as its powerful targeting tools let you advertise to the right target audience and not waste your budget.

 Always target a local audience to your salon location(s). This is the best way to reduce your social advertising spend.

 Facebook advertising is also tied to Instagram (both owned by Meta), so make the most of advertising on both platforms at the same time. Facebook Ads Manager even allows you to adapt and tailor ads within the same ad campaign so they’re suitable for each platform.

RESOURCES

 NHBF blog on how to use social media to boost your salon or barbershop:

nhbf.co.uk/social-media

 NHBF paid advertising webinar:

nhbf.co.uk/events/webinars

 Lockhart Meyer guide on how to create a salon social media marketing plan:

bit.ly/LM-social-media-guide

 Facebook business page basics:

facebook.com/business/pages

How can you boost your page?

RP: Use Facebook Insights to see which posts have worked well before and create more of the same. AK: Pose questions to get more engagement. Run a giveaway, but make the prize a gift voucher to encourage local people to enter. Use local hashtags to reach a nearby audience who are more likely to convert into paying clients.

With the popularity of Instagram, is there still a place for salons/barbers on Facebook?

RP: Th e key to marketing is ensuring that you’re putting the right thing in front of the right person on the right platform. AK: Apart from its sheer size and the advertising benefi ts, Facebook lets you include direct links to your website from your posts, whereas Instagram users are restricted to just one link in the bio. So, for driving more traffi c to your website, Facebook is the handsdown winner.