Are you looking to breathe new life into your salon marketing strategy? After the salon slowdown of 2023 – just 4% overall revenue growth – sticking with the traditional models and strategies isn’t enough to ascend to the next level of growth.

Today’s clients want more than just great salon services. They expect an appealing experience at every part of the customer journey – including the way they’re treated before or in between services. To satisfy these expectations, salon brands need to get creative with their marketing strategies.

In this guide, we'll dive into 20 fresh salon marketing ideas to help you stand out from your competition, grow your brand (and revenue), and stay top-of-mind for new and existing guests.  

20 salon marketing ideas to secure more clients  

1. Stay on top of special occasions and key marketable holidays

Every month has unique wellness holidays and fun opportunities to connect with your clients and earn more revenue – but those dates can creep up before you know it.

Stay on top of upcoming holidays and commemorative dates. That way you won’t miss the limited times to promote special offers and plan successful themed campaigns.  

Ready for some inspiration? Download our ultimate Q2 marketing calendar for campaign ideas and Zenoti insights and tips to boost engagement.

2. Get social media savvy with TikTok tutorials and livestreams

Nothing sells a technique better than a hands-on tutorial. Engage your audience with live video streams of your stylists demonstrating the latest hair trends or beauty tips.

TikTok continues to grow in popularity, and no one knows TikTok like Gen Z. Utilize your Gen Z team members’ skills to create short, engaging videos. (They’ll be sure to use trending sounds and get more eyes on your salon.)

Related reading: The ABCs of Gen Z: How to satisfy the Gen Z staff at your salon or spa – from the experts

3. Share your brand personality with behind-the-scenes content

Your business is more than just your menu of salon services. Do you know what makes every brand truly unique? The team behind it. Share your exceptional staff by showing off what happens behind the curtain. It’s a great way to connect with your customers.  

Share glimpses of your salon's daily operations on YouTube, take part in social media trends, or share stories of satisfied customers via email. This salon marketing approach brings a human touch to your brand outside of your centers, making your salon team more relatable and trustworthy.  

4. Showcase your providers online

Start a weekly provider spotlight on your social media channels or blog, if you have one (more on this in number 14). Think of ideas like ‘Therapist Tuesday’ or ‘Stylist Saturday’ and include photos of your providers’ best work. Include a fun Q-and-A and help customers decide which stylist is their best match.

5. Make it easy for clients to book from social media

Promoting your providers’ best before-and-after photos and showing off your impressive salon services go a long way toward capturing customers’ attention.  Now that they’re watching, make it simple for them to book.

Add a “Book Now” button to your social media pages and posts, linking directly to your online scheduling tool. This invites customers to act right away if they like what they see.

6. Sharpen up your membership program

If you don’t currently offer a membership program, introduce one. Whether it’s an ongoing discount for members, or a specific “special” like a Saturday blow dry club or Tuesday treatments, memberships secure guest loyalty and ensure recurring revenue.  

Membership revenue will soon account for 1 out of every 4 dollars spent in the industry, according to data from the 2024 Beauty and Wellness Benchmark Report. If you haven’t already, consider jumping on the trend and getting your membership model in shape.

Read our blog for expert tips from leading brands on the best ways to turn a membership program into profit.

7. Pay attention to packages – and get creative naming them  

One of the most effective salon marketing strategies in 2024 is packaging – creating and recommending a package of goods, building an opportunity to increase revenue with every booking or purchase.  

Package sales experienced 5% growth across the industry in 2023 – a growth trend worth paying attention to, especially as retail product sales dropped slightly.

To promote your packages, stir up some fun and conversation by coming up with memorable names like Mane Magic Makeover or Beach Babe Bundle.

8. Get more online reviews  

Reviews can make or break your salon, and the more reviews you have, the less chance any less-than-stellar feedback will affect your reputation (or your star rating). However, it’s virtually impossible to get online feedback, if you don’t ask for it. The key is in consistency and automation.  

Boost your salon’s online visibility by including a review request in your post-appointment thank-you communication. You’ll be on your way to amassing a high volume of reviews – also key to placing higher in search results when potential clients search for a great nearby salon.

9. Prioritize responding to your reviews  

With 92% of people checking a local business’ online reviews before making a buying decision, how (and if) you respond will shape how potential guests see your business.  

When you leave a negative review unanswered, not only are you likely to lose the unhappy client, but you're establishing with others that you don't care enough to reply. Responding to reviews helps manage your online image, and a gracious response can offset negative reviews and showcase your commitment to resolving issues.  A strong online reputation is one of the best salon marketing tools to attract new clients and keep your regulars coming back for more.  

10. Host a salon open house

An open-house event is more than just a great salon marketing tactic – it's an investment in your salon’s future. Invite loyal customers and potential clients to experience your salon, the services you offer, and your team’s energy and expertise.

Through live demonstrations, exclusive offers, and a welcoming atmosphere, you can create a memorable experience that generates significant foot traffic and new customer leads.

To plan an unforgettable event, read our top beauty salon open-house ideas.

11. Personalize your email marketing campaigns

No one likes receiving generic emails. They’re the current-day version of a boring form letter. Personalization is the key to engagement – for more meaningful campaigns, segment your audience and customize your messaging.  Tailor your offers based on clients’ favorite treatments, preferred appointment times, and more.

Zenoti compiles guests’ buying patterns, visit history, and preferences to deploy automated, targeted campaigns that include the right offers for each client.  

12. Retarget “lost clients” and give them a reason to come back

When it comes to salon marketing tools, email marketing remains one of the most effective when utilized correctly. Recover guests by sending automated emails to those who haven’t visited for a set number of months – and offer them a great reason to return to your salon.  

With Zenoti Advanced Marketing, you can easily adapt messaging, personalizing campaigns like these to targeted groups of guests.  

13. Set up the perfect salon selfie spot

Clients love to share their happiness with friends and followers. Could be an aesthetically pleasing location or a great personal transformation. Make it easy for them with the perfect photo op in your salon. You’ll benefit from the free marketing that comes with it.  

Before clients leave your salon, encourage them to take a mirror selfie with your branding clearly visible. Remind them to tag your account in their post and create your own selfie hashtag for extra exposure.

14. Create your own salon blog  

Publishing blog content is one of the best salon marketing tools to establish your salon as an authority in the beauty industry – and with regular blog posts, your business’ website will improve their standing in search results. Make the most of your posts by sharing tips, tutorials, and expert insights that not only showcase your expertise but also provide value to your audience.  

A well-run blog – even with just two new posts a month – can attract new customers interested in learning more about beauty and hair care, and keep current clients engaged and informed.

15. Collaborate with influencers who share a similar audience

One of the fastest growing salon marketing tools? Influencers. Influencer marketing has become increasingly popular and powerful over the past decade, with many consumers finding it more trustworthy than traditional advertising.

Team up with relevant local influencers and bloggers to share authentic experiences at your salon. Give them the information and vibes to inspire their followers to check you out.

16. Make referrals easy and appealing

Word of mouth is a powerful, cost-effective client acquisition tool. Encourage guests to refer friends and family through a user-friendly mobile referral program and sweeten the deal with great rewards.

To manage referral marketing easily, share automated referral requests at key touchpoints throughout the guest journey. Include a referral request in your booking confirmations, appointment notifications, or thank you texts. Keep the message short and the rewards appealing.  

17. Promote online gift cards year-round, not just at the holidays

Pushing gift card sales is a shoo-in around the holidays. But if you need proof that you should promote them year-round, this is it: Across the industry, online sales of gift cards was the fastest-growing new revenue channel in 2023, up 16%.  

This shift to online sales highlights that customers are responding to digital options. Even better news? Data shows that 25% of all beauty and wellness gift cards are redeemed by first-time customers. This makes gift cards a great low-cost tool for businesses to acquire new lifetime clients.

18. Offer valuable loyalty and rewards programs to drive retention

Who doesn’t love rewards? Whether it’s free treatments or special discounts, loyalty and rewards programs are great salon marketing strategies to create a personalized experience for your clients, while encouraging them to spend more and keep coming back.  

Through a well-structured program, your salon can increase revenue while guests earn and redeem points on services, products, and more.  

Related reading: Marketing Masterclass: 5 key takeaways for effective salon and spa growth – from the expert ‍

19. Run regular giveaways in-store and online

A product gift basket, free service, or $100 gift card... whatever the prize, giveaways are an effective salon marketing idea to draw attention from new and existing customers.  

Promote your giveaways across all your marketing channels, including social media, email newsletters, and in-salon displays. Make your giveaway easy to enter and build some gentle jealousy by publicizing the winner.  ‍

20. Celebrate birthdays and anniversaries with special gifts

Not all salon marketing ideas need to be groundbreaking to be effective. A simple 'Happy Birthday' email or text message can go a long way.  Make note of your client's special day and offer them a free gift or discount when they book their next appointment.  ‍

Conclusion

By implementing these salon marketing strategies– based on in-salon experiences, digital tactics, and current growth trends – you'll help your brand stand out from competitors while prioritizing customer experience.

Remember, marketing isn't a one-size-fits-all strategy. Hair salon promotion ideas may differ slightly from nail salons, so tailor these ideas to fit your brand's unique voice and the demographics of your client base.  

Keep ahead of trends, get creative, and most important, listen to your clients' feedback. You’ll be well on track to smash your 2024 salon marketing goals.

Learn how Zenoti software helps make personalized marketing simple for growing salons.