SOCIAL MEDIA FOCUS APRIL – The Barber Magazine
Digital strategy director Michael Morgan joins us this month to explain how using social media will grow your business and clientele. If you’re not using social media platforms to entice new clients, you are doing it wrong… Michael explains why.
Rewind 20 years to the year 2000 (scary thought, I know). A trim at the local barbershop would take a barber about 15 minutes and he’d be on his way. But times have changed and so have modern men in terms of how much importance they place on appearance.
Historically, barbershop marketing and advertising was a red, white and blue pole fixed to the wall outside the shop. Or perhaps a sandwich board or a yellow pages listing for the more ambitious barber.
Nowadays things are much more competitive and to win and keep the client’s, barbers have had to catch up with the times.
The hairdressing, barbering and beauty industry has grown by 45% over the past five years. With 624 new establishments opened in 2017 and barbershops being one of the most popular start-up businesses in 2016, second only to vape shops, competition is rising at a phenomenal rate.
As new barbers join the industry, they’re looking for new and creative ways to reach their target audience, grow their client base and bring customers through the door.
So with an unlimited amount of ambition versus a limited number of customers, barbershops now need to break tradition and market their brand the same way as any other industry.
Make way for Instagram
With over 21,000,000 users in the UK alone, the photo-sharing platform is an easy way for users to show off their new style. Barbers and customers alike share their latest style successes.
Combining the right barbering and geographical hashtags, it’s a great way to reach locals to entice them to your shop.
#barbers #barbering and #barberlove alone rack up over 33,000,000 photos of hairstyles, barbershops and products. The end of 2019 saw a sharp rise in Instagram’s market share and contrast a decline in Facebook’s.
Experts predict that 2020 will see the number of young Instagram users begin to overtake Facebook. In short, whatever you’ve been doing to reach new and existing customers, social media is where you’ll find them now.
And if your customers are not seeing your shop, promotions and haircuts on social media, they’re seeing someone else’s. If you’re not marketing to your customers to win their attention you can be sure other barbers are.
The advice here isn’t to limit yourself to Instagram. As mentioned, each platform serves a purpose and should be used for what it’s best for.
Use Instagram as a style gallery to showcase your previous cuts, YouTube to upload short but useful styling video tips and advice, Facebook to share business info, promos and live chat.
Increased exposure and more awareness
Utilising social media is allowing barbershops to reach a wider audience. They’re able to connect and communicate with potential new customers they otherwise would have no way of reaching. The tool is giving them a voice, helping them let people know who and where they are and what they’re doing well.
Becoming a valuable guide for their customers
Customers of any industry never want to deal with a business that bombards them with sale pitches and promotions. Many barbershops are using social media to be the guide that customers are looking for. The valuable resource that’s there through every step of their journey – from the early research stages through to aftercare and tips.
Complacency is the enemy of success and for long-time barbers have been complacent with their marketing and advertising efforts.
No one is obliged to use social media. You can fix the red, white and blue pole to the wall outside your shop. Or you can list your services and prices on a sandwich board stood on the pavement outside the door. But don’t make the mistake of thinking that’s what the other barbers are doing.
Because no doubt within your local area there is a barbershop working on a strategy to get their name, their images and their offers in front of your customers.
And none of us are impenetrable when it comes to marketing, we can all be ‘won’ one way or another.
Do whatever you can to make sure you’re the one winning the attention and the business. If you would like to discuss any ideas or learn more browse: www.advanceinteractive.co.uk