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Tag: Business

How to Make 2019 Your Best Year

How to Make 2019 Your Best Year

Are you ready to make 2019 your best year? Most people see the start of a new year a reason to make resolutions and it’s also a great time to reflect on the year before and redo your goals for the next 12 months. Where […]

Friday Feature: Meet Jacqueline Menconi

Friday Feature: Meet Jacqueline Menconi

One of the best things I have had happened in my career is meeting other beauty professionals.  I am fortunate to have made friends all over the WORLD with some of THE most talented individuals out there. Aligning yourself with others in your profession is […]

How to Increase Your Revenue by 30%

How to Increase Your Revenue by 30%

I’m assuming that most of you reading this own a small business, rent a chair at a salon, you’re a freelance makeup artist, or you have some sort of a side hustle. Even if you don’t own a business, chances are that this could be helpful information in other aspects of your life. This was one of my latest topics on my Facebook LIVE.  Did you miss it?  You can catch it here.

 

This information will help you increase revenue by at least 30%.

 

So many people struggle with how to grow their revenue. I have witnessed so many people hit the ground running when they start their business, but as time goes by, they realize that once all of the hype is over, they have no idea how to run a business and continue to grow. Including growing profits.

 

Sales

Let’s dive right in…Do you like sales?  Chances are, you said NO! But here’s the thing, you’re going to have to get comfortable with sales. f you have a business are you are selling something.  Whether it’s a product or service, you are.  It is so shocking how many people are in business and are terrified of selling!  Especially small business owners, but how do you plan to stay in business?

Yes, there are negatives associated with salespeople, but what you need to realize is that we are all selling something, and as long as you don’t do it in a creepy salesy way or taking advantage of people by pushing things on them that they don’t need or can’t afford, you shouldn’t feel weird about it! Especially if it is a product you believe in.

 

You have to learn how to be ok with the fact that you sell for a living. Think of it this way, whenever something feels difficult, rather than living in fear, make a commitment to gain knowledge.  It is probably because it’s outside of your comfort zone because you haven’t found a way that works for you. Take it upon yourself to find the information you need, whether its books, YouTube videos, or perhaps a podcast to learn how to do this better. There is so much information waiting for you to find it!

 

Those that were successful before, will always create content to teach others how to do it. All you have to do is seek out the information. Sometimes we need the information to take it to the next level, beyond the basics. You need to know your product, you’ve got to have someone to sell it to, & a plan on how you get the information to them. It can be through social media, in person, or direct mail, or whatever….the basics.

What you need to understand how to go beyond the basics. Be ok with being a salesperson. I believe that you need to change the way you look at it.  I think of myself as a solutionist who provides solutions for those looking for them. People love to buy but hate to be sold.  I provide them with products and services that they are looking for that I know will help!

According to author Jay Abraham, there are 3 ways you can grow a business-only 3 real ways.  With that being said, there may be many things you can execute within the three categories.

3 Ways to Grow a Business

  1. Increase the number of clients that you have-This is the most common one that almost every business owner focuses on. If you do this, obviously you will have more revenue coming in.Challenge: Could you increase your current number of clients by 10%? If you currently have 10 clients, could you add 1 more in the current quarter? If you have 20, increase by 2?

    How are you going to get there?

    Brainstorm and think of all of the things you could do to do this.  Do you need to talk to more people, do you have to grow your social media, do you need to send out more emails, can you watch any trainings or read anything that may help you do this? How about podcasts? There are so many resources and ways that you can increase your customers by just 10%, but chances are you haven’t written them all out and tested them to find out how they work.

2. Increase your average transaction with your customer-
Did you notice, this doesn’t require you to find more people. One of the easiest ways to generate more revenue is to sell more to your existing clientele. It is so much easier to sell to the clients that already know and trust you, then it is to find new ones.

Challenge: Can you increase your transaction value by 10%?
How much does the average person spend? If they spend $100, that would be another $10. You’re going to try to up-sell to add just a little more to their ticket.

How are you going to do this?

What is your favorite product?  What is something that has made a difference with something in your life.  Don’t prejudge and assume their budget.  Why do we feel bad, if you know it’s something that will help them why wouldn’t you tell them about it? If it’s something you love, all you have to do is share why you love it. Not everyone will want it, but all you have to do is increase by some clients.

 

  1. Increase the number of times that your customer buys from you-
    How often does your customer buy from you? Is it once a month, every 3 months? How often is it? Most of the time, all we need to do is ask.  Have you sent a follow up email, have you sent a letter in the mail, did you send a thank you?  How is your follow-up? Who are they?A great business person cares about growing a community, you need to care more about your clients than you do making money from them.  Create relationships with your clients. Do you know about your clients?  What they like?  Do you have their spouse’s information to recommend products and services that you know they like?  The key is to know your customer so well that you have information to send a follow up. If you know how you can service people and add value, that is how you increase sales.Challenge: Can you increase the number of times your current clients buy from you by 10%?  What would that look like for you and your business?  What actions can you take to make that happen?

     

    How will you do this?

    Send a quick message-if too much time has gone by reach out to them.  If you know they would want to come in and forgot to make an appointment, reach out!  Let them know that you know how busy they get, but also know how they like to keep their hair a certain length, or color often, etc. just fill in the blank.

    Here is an example: “I noticed you haven’t booked your next appointment, so I thought I’d reach out and let you know my upcoming openings, so I can get you in.” Give them the feeling that you are taking care of them not for your own sake. There’s so many things I could say about this, but just remember that the fortune is in the follow up…

     

How do you increase your revenue by 30?

If you can increase each one of those categories by 10%, then that is 30%. Challenge you to sit down and look at your business in all 3 sections.  Start there. I honestly think that you can increase it even more by focusing on just these three things.

Please start taking your business seriously!!  Take note of where your business is and where it is going. Stop downplaying something that is important to you.  You are capable of great things. You can’t be afraid of doing it wrong and not even trying. Stop making excuses.  Everything that you want to know how to do in your business exists in the internet for free.  Your ignorance on this topic is a choice.  It’s time to take action. Don’t wait…JUST DO IT!! I believe in you, you’ve got this!

 

Oh, I almost forgot!  For those of you that don’t have a business or a side hustle, consider getting one!  You wouldn’t believe the advantages you’ll get all around by having one.  Check out my article: WHY YOU SHOULD CONSIDER A SIDE HUSTLE-UNLESS YOU LIKE LIVING PAYCHECK TO PAYCHECK!

 

10 Reasons Why You Should Consider a “Side Hustle”

10 Reasons Why You Should Consider a “Side Hustle”

Why you should consider a side hustle-unless you like living paycheck to paycheck! Before I get started, let’s talk about what a side hustle is exactly.  Instead of getting a second job, a high number are starting their own businesses.  It is not necessarily a […]

Richmond Motives Beauty & Business Academy

Richmond Motives Beauty & Business Academy

The Motives Beauty & Business Academy made a stop at Richmond Virginia over the weekend Beauty professionals & professional consultants received firsthand experience with Motives products and skincare along with professional training from some of our top industry professionals. Among them were Lisa Martin-Director of […]

20 Ways to Market Yourself OFFLINE

20 Ways to Market Yourself OFFLINE

Don’t let offline marketing fall by the wayside while you’re focusing on your online marketing!

There are so many things that you should be doing to market yourself offline. And I have to admit, it was really hard for me to narrow this down. In my live Facebook video below, I went over just 10, but then promised even more, so here are 20!!  I hope you find them useful!

 

If you have been following my series “Evolution of the Beauty Industry” you know that I have already covered quite a few topics. I have so much to share from my decades of experience. If you want to catch up, you can find them all here: Evolution of the Beauty Industry

 

I have already talked about Utilizing Social Media to market and grow your business and How Your Clients are Finding You, but I want to touch on something that I think is very important. DO NOT stop giving your clients that one on one interaction, trust me, they want it!!  Don’t let all of the traditional marketing methods go.

 

20 things you should do to market offline

  1. Ask for referrals from satisfied clients
    Word of mouth advertising is really the best way to build your clientele. In an industry like ours, it’s so much about the way we make our clients feel, and they will want all of their friends to experience that too.  But we have to ASK for referrals because so often our clients don’t know how valuable it is to us. Consider implementing a referral program to reward your clients too.Motives Custom Blend Liquid Foundation
  2. Offer customizable products
    Personalized beauty products are one of the biggest trends right now.  Clients LOVE the thought of something that is made just for them, not to mention the fact they HAVE to come back to you to have it mixed again, it keeps you exclusive.One if the items that I help pros implement is customized makeup.   Formulating the perfect coverage, texture, with the perfect ingredients, and mixing the perfect color to match any skin tone, is something that neatly mirrors the industry’s move towards greater diversity.  And think of all of the possibilities, custom color shampoos, custom skincare regimens, etc.  If you’re not capitalizing on this category, you should reconsider.
  3. Build a referral network
    Get to know other professionals so that you can refer business to each other.  If you don’t perform particular services, find other professionals that do.  I personally would rather send my clients to someone that I trust and that I know will do a great job, and they appreciate it too.  It’s really a win win situation for everyone.
  4. Get involved
    Choose national events that you are passionate about and contribute.  I believe that the more you give, the more that will come back to you.  Clients love to see you get involved, and when you participate in large scale events, many organizations will help promote them too.Some of my favorite are, St. Baldrick’s Foundation, CUT IT OUT-The Beauty Community Against Domestic Abuse, look good feel better, but honestly there are so many more that are out there!! Find something you are passionate about and make a difference by giving back.

    St Baldricks offline marketing tips

  5. Send out a mailer
    Doesn’t matter if you are a new salon, or even an established business.Send out a mailer with a coupon or a reduced price service for first time visitors. You can increase your client base easily with direct marketing (which is also cost effective). There are services that you can use, or you can get lists of certain demographics to narrow down who you can send them to.
  6. Be thoughtful
    Continue to build relationships with your clients by sending out cards or a hand written note for special occasions or to celebrate milestones.  Weddings, graduations, babies or maybe even a new job. It’s a way to really make them feel special and it shows that you care by going above and beyond.
  7. Educate
    Partner up with local colleges, or other businesses and provide some type of education to enhance their programs.  Whether it’s a quick workshop or a talk, they will appreciate it.  It can also be a way to build your name and brand yourself. Plus it can be a lot of fun!Leigh Raeder Offline Marketing Tips
  8. Get into mainstream media
    Reach out to local radio stations or even TV stations to see if they have a makeover series yet.  It’s a way to give back to someone deserving in the community while getting exposure. It will also be a great addition for the network, because let’s face it, everyone loves seeing a great makeover!
  9. Host a client appreciation event
    Have at least one big event a year. It’s a fabulous way to pamper your clients. When you stay consistent with it, your clients will look forward to it every year. Not only will it create a lot of buzz, but it will get bigger and better each and every year.
  10. Learn from the best
    Learn from others in the industry.  Find mentors, or anyone that you can be around or even follow to learn new things.  In this industry, there are ALWAYS things to learn. New trends, new techniques, there’s endless information out there!! It will keep things exciting for you and your clients.Professional offline marketing tips
  11. Generate local publicity
    Believe it or not, people still do read the news!! Get to know a writer or journalist from your local newspaper and have them write a compelling story about your salon. You can even send out a press release whenever you have something new to announce.
  12. Networking events
    Get out to your local chamber or another business networking group and talk your salon up. Build relationships with others. You never know when you can refer to business to them. And chances are you’ll pick up a few clients just by handing out your business card!
  13. Get involved with the community
    Being involved in your community can bring a sense of satisfaction to the work you do. How many people in your community know about your salon and what you do? Get the word out there by volunteering!! It also makes you feel amazing to give back.Offline marketing tips
  14. Hold a workshop
    Pick topics that will intrigue them. My clients love beauty boot camps, and any beauty workshops, such as All About Eyes, Perfect Pout, Flawless Finish, etc..  You can really creative here and have fun with it, trust me, clients will LOVE it!
  15. Reach out to former clients
    Did a past client stop coming in? If they have not been in to your salon for at least 6 months, call them or send them a card to try to get them to come back. You’re be surprised at how effective it is.
  16. Survey your clients
    You can have your clients fill out a survey or you could even ask your client for a few minutes of their time and interview them. Ask them what they would have liked better during their visit. This will help you keep them coming back and even refer you when they see how much you care!
  17. Send a tangible thank you
    This one may be over the top, but you can purchase a cake from a bakery, chocolates, flowers or something fun from a local business and send it to your client’s workplace. Put a few business cards in the box, I bet their co-workers will LOVE it!! It will make you stand out for sure!
  18. Devote a day to personally reaching out
    Reach out to all of the clients that opened your marketing email, commented on your blog, or interacted with you on social media…send them a personal message. They will appreciate the special attention. It shows that you are noticing.
  19. Hold a contest
    Get your clients excited and involved by having a contest.  There are so many things you could do, mix it up and try different things. Just get creative and have fun with it!!
  20. Have amazing customer service
    I almost think that this should be #1!  Ask yourself, how are you making your clients feel?  If you can master having amazing customer service, you will build a rock solid clientele.This really is another topic that I could do an entire segment on.  No matter how busy your day has been, no matter what crazy drama is going on in your life, you could be having the worst day in your life. You have to make your client feel like they are #1.

    Take a deep breath and provide an outstanding appointment for them. You have to listen to what they need from you, and you need to figure out how to provide it.  You need to “wow” them, pamper them, and put them on a pedestal.  You have to generally care about them, because they will feel it, and if they feel amazing every time they leave, they will be back.

    If you haven’t caught any of my Facebook Live sessions, you can tune in every Monday morning at 10am CST to learn even more tips about how to can grow in the beauty industry.

    You can watch my video on this topic right here.  I hope you like it!!

 

I hope that you will use some of these tips.  If you liked this post, you may want to check out 10 Tips to Help You Grow Your Clientele.
I’s love to hear from you too, do you have any tips?  Which one did you like best? Comment below 🙂

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Reality Check-Who are You Really Paying for Your Makeup?

Reality Check-Who are You Really Paying for Your Makeup?

Who is REALLY profiting from your beauty care purchases?  I know that is an interesting question, but I guarantee if you read on, it will make sense in just a bit! If any of you know me, you know that I am on a mission […]

10 Salon & Spa Trends in 2018

10 Salon & Spa Trends in 2018

Before we really dig in, There’s a few things that I want to touch on. First take note that mobile devices and social media are more powerful than ever for the beauty and wellness industries. This means that mobile should be a seamless aspect of your […]

Proven Digital Marketing Strategies for Your Salon

Proven Digital Marketing Strategies for Your Salon

Do you have a strong digital marketing strategy?  I compiled a list of my top, proven digital marketing strategies that you can start to implement and see rock solid results in no time!

Last week I talked about the importance of social media, but don’t think that because you have a rich, social media presence that it means a website is not important or relevant to your consumer. Social media is great way to engage with people that like, follow, and engage with you on these channels. But what about the people that are searching for your products and or services that do not know you? How will they find you?

People are still searching for local services through search engines like Google, so if you are not here, or have a strong website, it’s as though you don’t exist to the audience that is unaware. Therefore, a website is still a necessary component to an online marketing strategy.  Your website becomes important for search, but also to display key products and services, your unique proposition, to display your core values and mission, as well as to have an online e-commerce and scheduling opportunity.

If you don’t have a website yet, you’re not alone!  Many salons and independent stylists don’t either, but are realizing that they should.  Hopefully by the end of this article, you will be convinced that you need a website too.

Beauty Industry Website Must Haves

Top Pages: About, Our Services, Gallery, Scheduling, and Contact

  • Adding a page for any press coverage, news, media, etc. is a great bonus to feature.
  • Your portfolio galleries should be segmented, so your audience can filter out what they truly want to see.
    Here are some ideas: Bridal, Before/After, Senior Portraits, Cut/Color, Fashion Shots, Family & Children (make sure to get written permission before posting any photos of under 18 year old clients)
    digital marketing
    MOST IMPORTANTLY, your website must be mobile/tablet responsive! The majority of your clients will be searching for services and products on their phones, so make it user-friendly.
  • Update your website once a month with new photos, features or tweaks to your bio, which will keep your site fresh, relevant, and SEO friendly.
  • Online Video has become more popular, as well. If a picture’s worth a thousand words, than a video is worth a million.  From a quick featured video on your home page, to tutorials embedded from a YouTube Channel, video content has become an important digital marketing component.
  • Have you considered online scheduling and reservations? Today’s consumer is more focused on convenience than ever. Make it easy for them to book appointments online. Access to a calendar and/or availability is extremely useful.
  • Lastly, use your website to drive more revenue.  Offer products for sale through an ecommerce enabled shopping cart.  There are also affiliate sites, where your customers and clients can purchase products via a 3rd party vendor through your website, and you can earn a percentage of that sale for the referral. You should also sell gift certificates or gift cards online.

    Search

    People don’t search to search, they search to FIND!  When consumers are searching, they are researching products and services.  However, when they are searching a local service, they are a motivated buyer, which means there is a higher chance for customer/client acquisition. In order to be a top choice for your prospective client, you must show up in search.  Whether you appear in the organic listing, paid advertisements, or the listings, it is vitally important to have a strong search strategy in place.

    digital marketingSearch engine optimization is the process of having your website rank higher, organically, in search engines like Google. When people type in “nail salon, Boston, MA” you want to show up! It’s not good enough that you appear in results when searching for your business name.  It is important to rank for key services you provide in the geography you service, and not all websites come with a SEO strategy.

    Paid advertising on search engines like Google is called Search Engine Marketing and is a great way to get good positioning on search engine results. When someone searches for “day spa” in your area, you can pay Google to list you and pay for them to click on your ad. Qualified leads driven to your website based on the audience searching for a product or service you can provide!

    You can also appear in the listings section of search engines or on review sites across the Internet.  Why is this important? At least 70% of potential clients search for online reviews before trying out a new salon!

    But one of the concerns then becomes, what if I have negative reviews? What can I do? First, determine what the real concern is or was.  Don’t react immediately, however, determine some responses that disarm the review, and offer a considerate reply.  In some cases, a negative review that has been handled positively by a business owner will win over more clients than an actual positive review. However, you can also boost positive reviews and your online reputation by asking your satisfied clients to post a review on your site, on google, or any of the other listing or review sites they’d like.

    Improving your online reputation is also important in your overall marketing strategy.  After all, word of mouth advertising is the #1 form of marketing you depend on!

    Now that I covered websites, what about other marketing stratagies?  These are at the top of my list!

    Email Marketing

    Staying in touch with your clients other than social media is important too. Long form content is making a comeback, and email marketing must be part of your marketing strategy. Ask yourself how many times a day that you check your email?

  • Statistics say that only 20% of your clients know all the services you offer. Therefore, email is a great way to showcase all the services your salon offers. It also offers upsell or cross-sell opportunities.
  • Send thank you e-mails. Set up your salon software to send out a thank you e-mail at the end of the day or the end of the week, or even immediately following a client’s visit to the salon.
  • Event based e-mails. Is it someone’s birthday? Maybe an anniversary? Use your salon software to send a specialized ‘happy’ e-mail.
  • Send appointment confirmations. Sending a confirmation to your client as a reminder can avoid several missed appointments.
  • Last minute appointments. Is your schedule not completely full for some AM spots? Fill in the gaps by sending out e-mails for discounted appointments.
  • Timed reminders. Is your client due back in to book their next color treatment after 5 weeks? Send them a reminder. What about clients who haven’t been in to your salons in 3 months? Send them a ‘we miss you’ incentive.

    Text Messaging

    Set up your salon software send clients a text message with your daily or weekly promotion. This is underrated and can be really effective. Just collect the client’s phone number with their permission and send a special offer. If your salon software doesn’t offer text messaging, there are other services that you can check into.

    Loyalty Program

    Develop a loyalty program. You can give clients points purchasing retail, or even for trying out a new service or referring another guest. The points can be converted to cash. It’ll keep the clients coming back!

    Survey Says

    Do you want an easy way to get some feedback? Send out all your guests you had for the day or the week a survey request to see how your salon is doing and if they have any ideas for improvements.  Clients love to give their opinion and it can be very helpful to hear their perspective. You can use tools like Survey Monkey which is very user friendly.
    digital marketing

    Daily Deals

    71% of skin care customers have reportedly used daily deal websites, like Groupon or Living Social, and I get asked all of the time if they are a worthwhile investment.

    While these sites may ask you to discount your services more than you’re comfortable with. Groupon, which was once one of the hottest startups in the world, was an online to offline commerce company: connecting online offers to consumers for offline purchasing. But Groupon’s model could not deliver enough value for participating businesses, causing them to lose money and break ties with Groupon. Only about 1% of Groupon users become regular customers.

    I now what you are thinking-It’s easily the most effective way to get hundreds or even thousands of people through the door of a salon with one day’s advertising. The problem is that the cost of sale doesn’t really add up for the salon owner. Generally a salon would only need to convert about 10% of Groupon buyers into regular clients for it to make financial sense but statistics show only seeing conversion rates of about 1%. Think about that for a second. A salon with three staff sells a thousand deals and only ten of these come back again and pay normal prices. That’s over a thousand man hours (at least two months) of loss-making treatments to gain seven new clients.

    In a blog posted by Jon Carder, CEO of Empyr, an Online to Offline Commerce network with over $40 million in funding, titled “The Formula to Create a Trillion Dollar Industry”, Carder explained, “Daily deal sites frequently used a 50% off offer. That motivated online consumers by the truckload but wasn’t sustainable for the offline businesses. The offer has to walk a fine line of motivational for consumers and sustainable for businesses. Daily deals were like a “steroid” pumping up businesses fast but then leaving them with a small number of returning customers. What actually works is an “exercise program”, like a 10-20% offer that won’t drive in as many consumers but will ensure the business has a sustainable marketing source.”

    SHOP Local

    SHOP Local Program

    SHOP Local–is an online loyalty reward program that gives online shoppers an opportunity to find services in their local area and earn a cashback incentive for using the business’s services.  The business simply pays a small percentage to ShopLocal after the transaction. No set-up fee and the “pay for performance” model enables businesses to work within their profit margin and budget their marketing dollars efficiently.

    SHOP Local is your simple solution!
      You can save out of pocket marketing and advertising expenses by partnering with SHOP Local.  Business who join the SHOP Local program are connected to millions of customers who are motivated to make purchases at participating businesses.

    No risk marketing = no upfront costs or monthly fees!  There’s no software to install, no training for employees – just more customers and revenue.  The tracking of purchases is handled for you, while you simply enjoy the perks of an established customer loyalty program.  SHOP Local will help you build loyalty and grow your business locally with ease.

    Conclusion

    It would be false to say that 100% of your success will depend on your digital marketing and social media strategies.  And while they are important, nothing is better than delivering a great product or service with quality customer engagement.  Being genuinely interested in your clients, building a strong relationship will be the most important thing you can do as a beauty professional! You want your clients feeling better about themselves in your presence.  Let them relax, enjoy their service, and provide them the best environment to be their best self.

    If you are looking to attract, engage, and communicate effectively and efficiently using a strong digital marketing strategy to build up and interact with your clientele, so that you can provide that quality service, increase revenue, decrease expenses, and streamline business practices, we invite you to a free consultation to determine your needs and propose solutions best-suited for you.

    Email me at leigh@LEIGHRAEDER.com to learn more about anything mentioned in this article and how I may be able to help your beauty business!

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Leveraging Social Media to Grow Your Salon Business

Leveraging Social Media to Grow Your Salon Business

Are you leveraging social media to grow your business? The way that we advertise to bring in new clients and traffic has changed.  Print ads, phone books, and billboards are less effective as everything has moved to digital.  So what are your options to drive in […]