Beauty Business Success Webinar Series How to Attract New Salon Clients using Facebook Part 1 Workbook

Transcription

1 Beauty Business Success Webinar Series How to Attract New Salon Clients using Facebook Part 1 Workbook Copyright Liz McKeon 2014 all rights reserved No part of this workbook can be reproduced without the permission from Liz McKeon This workbook has been created to accompany a specific development programme. Liz McKeon intends it as information towards improving your business performance and no liability, responsibility or guarantee, whether expressed or implied, can be assumed or taken from information contained in the workbook or from the webinar when implemented in a members or attendees business. Because of its general nature the information cannot be taken as comprehensive and should never be used as a substitute for legal or professional advice. We cannot guarantee that the information applies to the individual circumstances of your business.

2 Content Introduction Why Facebook? Personal Profiles Groups Fan Pages Page Roles Page Header Profile Picture Cover Photo Page Information Target Audience Insights (People) Insights (Likes) Insights (Reach) Edgerank Questions to Ask Types of Content Insights (Posts) Checklist (Do s & Don ts) Planning Ahead Extra Tips What s Next?

3 Introduction You can use social media to turn strangers into friends, friends into customers, and customers into sales people 3

4 How important is social media to your business right now? How many of your current clients come from Facebook or another online social platform? What do you want to find out today? 4

5 Why Facebook? 1.35 BILLION monthly active users 1 BILLION mobile active users 864 MILLION daily active users 72% of online adults visit Facebook once a month Average time on Facebook per day, per user is 21 minutes Only 39% of facebook users are under the age of 25 54% of facebook users are between the ages of 26 and 54 Facebook users are 53% female and 47% male 5

6 Personal Profiles Pros Ability to direct message your friends More engagement on posts due to greater reach Cons Requires users to use Add as Friend button No access to Insights Limited to 5000 friends Risk of account being shut down for improper use (business use) No options for advertising 6

7 Groups Pros Ability to direct message other members Add or remove members yourself Great for small groups of people 3 different privacy settings Cons Less scope for sharing business information, links etc No access to Insights Posts can be created by all members leaving the group open to spam No options for advertising 7

8 Fan Pages Pros Unlimited fans Page roles to manage pages Cons Post reach can be low Potential of attracting unqualified fans Access to insights Can receive reviews and ratings Custom apps Advertising 8

9 Page Roles Admin Editor Moderator Advertiser Analyst Manage Page roles and settings Edit the Page and add apps Create and delete posts as the Page Respond to and delete comments and posts to the Page Send messages as the Page Create ads View insights See who posted as the Page 9

10 Page Header 10

11 Profile Picture Are you happy with your current profile picture? What changes need to be made? Remember to think about: Sizing - your profile picture will be small so avoid using too much text. Scale if you include your logo, make sure that it fits inside the square! Branding how does your profile picture represent your salons brand? 11

12 Cover Photo 1. Holiday Spirit & Products 2. Fan- Only Incentives 12

13 3. Personal Touches 4. Authority 5. Milestones 13

14 6. Call to Actions Hints: 14

15 Page Information Under the page info tab in settings, make sure to include all of the following information: Category (Local Business) Subcatergory (Spa, Beauty & Personal Care, Beauty Salon etc) Location Address Phone Number Opening Hours Website Services Products Price Lists Awards Ratings Book Online *Remember, the more information you provide, the easier it will be to turn facebook fans into clients. 15

16 Target Audience Lets take some time to define your target audience on Facebook by doing some research on your current clients: Who is your typical client? What age are they? How far is a client willing to travel? Age: Gender: Location: General Interests: * The better you can define a target audience for your Facebook page, the more qualified your fans will be! 16

17 Insights (People) Once you have your target audience defined, you can now go and see the demographics of your current fans. At the top of you page choose Insights. Under the list of option, choose People This will display a lot of information about your current fans such as gender, age and their location down to the city they live in. Compare this information with the audience you have defined to be your target market of fans. Do they match? (Use the People tab under Insights to fill out the table below and compare it to the target audience that you have defined previously) % of Women % of Men Most Popular Age Group Most Popular Locations 17

18 Insights (Page Likes) Are you constantly building new fans on your page? Do you have large time periods with no new fans? On average, how many new fans are you generating each week? 18

19 19

20 Insights (Reach) 20

21 Edgerank Affinity: Weight: Decay 21

22 Questions to Ask Think about what questions would be relevant to your own audience and write some down to use in future posts. 22

23 Types of Content Great for organic reach. Video High engagement rates Builds trust and brand awareness Shows benefits of products or services Product promotion Photo Special offers Before and after pictures Drive traffic to your website Link Online bookings Beauty blogs/ Product Information High engagement rates Question Build relationships with fans Generates comments and shares Promote services and treatments Offer/Discount Generate new clients Build loyalty with fans Huge organic reach Competition Humour Build brand awareness Generates new clients High engagement rates Build relationships with fans 23

24 Insight (Posts) Use insights to answer the following questions: When are your fans online? What types of posts are you using the most? What posts are getting the most reach? 24

25 What posts are getting the most engagement? Are you targetting your posts effectively? You should take some time to go through some posts from the past month and compare your reach to the amount of engagement you received. Trends will soon appear and you will then be able to plan what content goes down best with the fans on your page. We have now covered insights the most important tool for facebook fan page owners. I would highly recommend and encourage everyone to spend a couple of hours going through each section and figure out what is working and what is not on your own individual pages. By using insights to help you plan future posts, you can save time and also build a larger fan base with interesting content. 25

26 Checklist (Do s & Don'ts) 26

27 Planning 27

28 To Do: 1. Decide on a daily objective 2. Choose a target audience 3. Plan three different posts to suit your objective 4. Schedule these posts throughout the day 5. Target your posts to your relevant fans from your target audience (Think about age, gender, location, relationship status, interests etc when targeting your posts) 28

29 Extra Tips 29

30 30

31 What s Next How to Attract New Salon Clients using Facebook Part 2 Learn how to: Create specific offers for your salon business and get fans to redeem them. Create cheap Facebook adverts that will attract lots of new fans to your page. Get targetted traffic to your salon website Create adverts for Valentines day, Mothers Day etc. If you have enjoyed this webinar, then make sure to book the second part of the series where I will going into a lot more detail on creating adverts and targeting the right people for your fan page. If you want a quick, easy and cheap way to attract a steady stream of new clients through Facebook, follow the link below for part 2! to- attract- new- salon- clients- using- facebook 31

32 A live recording of Liz's most popular seminar to date, with almost 4 hours of content discussing the top 5 business challenges that Hair & Beauty Salon business owners face. Topics include: Marketing, Retail Sales, Building staff Morale & Being an Assertive Manager. Listen at home, in your car, on your ipod or phone. Includes: 4 Audio CD's & Workbook Price: 69 ( 54) + p&p 32

33 Liz McKeon goes Global! Join Liz s Beauty Business Success Circle Today The very best marketing and business success resource material, available to Hair, Beauty and Spa Owners and Managers worldwide nothing else compares with this exclusive on- line, Industry Business Building Membership site. Finally I have an outlet for my passion and desire to help as many Beauty Business owners have successful, thriving businesses, as possible. Certainly, far more than I can with workshops and one to one consultancy services. My goal was to develop an internet training product that is cost effective, packed with easy to implement and time effective business strategies. The Beauty Business Success Circle has been in the pipeline for a long time, and I am thrilled to finally see it launched into the Industry Global Arena. This All- in- One Membership Website costs only 35 per month for 6 months. To get started, you can sign up for your first 10 days for only 3!! Business Health Check Questionnaire Monthly Webinars on all sorts of hot topics Workbooks on Monthly topic, ending with your Action Plan Success Models and Case Studies The members only website, jam packed with video training courses, audio downloads, success templates, pdf downloads, published articles and more! Training Modules for Increasing Retail Sales, Beauty Business Fundamentals & Commerce Essentials, Creating a Great Client Experience, Getting more Returning Clients, Attracting the right Team, Motivating your Team, Maximising Business Potential and Improve your own Work/Life Balance To join today, log on to and see your business reach it s full potential. 33