Last updated on January 17th, 2025 at 06:54 am
You have a beauty salon.
But how can you attract more clients?
Today we are going to discuss three digital marketing strategies that can help you with that.
Strategy #1: The Value Ladder Sales Funnel
The most common digital marketing mistake is driving traffic directly to your website.
When you do that, you are trying to sell your services to a complete stranger, which is extremely difficult.
Typically, the conversion rates of campaigns like that are abysmal, so engaging in such an uphill struggle is a great way to burn through your marketing budget without having anything to show for it.
But what should you do instead?
What is the Value Ladder Sales Funnel?
We believe that the most effective way to sell anything online is the Value Ladder sales funnel.
It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!).
This sales funnel has four stages:
- Bait – You offer the potential customer your lead magnet in exchange for their email address.
- Frontend – You offer the potential customer your least expensive and least valuable product or service.
- Middle – You offer the customer a more expensive and valuable product or service.
- Backend – You offer the customer your most expensive and most valuable product or service.
Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue.
We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue.
The reason why this sales funnel works so well is that it allows you to:
- Start the relationship with that person by offering free value
- Nurture that relationship by continuing to provide free value via email
- Build trust by providing progressively more paid value at each stage
Here’s how Russell explains it:
What is the Squeeze Page Funnel?
The Bait stage is also known as the lead generation funnel.
There are quite a few lead generation funnel variations out there but we believe that the squeeze page funnel is the one that’s most suitable for beauty salons.
It only has two pages:
- Squeeze page – This is the most basic type of landing page that features a headline, an opt-in form, and a call-to-action button.
You can also add various additional elements such as subheadlines, extra copy, social proof, etc.
The purpose of this page is to persuade the potential customer to give you their email address in exchange for your lead magnet.
- Thank you page – This is the page that is shown to the potential customer after they have provided their email address.
Typically, the thank you page involves thanking the potential customer for subscribing, explaining to them how to access your lead magnet, and telling them what you want them to do next.
If you are using a free service voucher as your lead magnet, you might want to consider featuring a calendar on your thank you page, so that the potential customer could book an appointment immediately.
You don’t need to have any technical skills to build a squeeze page funnel with ClickFunnels software.
We provide both a squeeze page funnel template and a step-by-step guide on how to build it.
What Should You Use as Your Lead Magnet?
Your lead magnet is the foundation of your entire sales funnel. But what should you offer to potential customers?
Your best bet is offering a free service voucher that people can get by providing their email addresses.
Potential customers will likely be inclined to come to check out your salon because why not, it’s free.
This will then give you an opportunity to sell them something else.
Ideally, you want to structure your sales funnel in a way that allows you to cross sell something to people who come to redeem your free offer.
Say, if you offer a free haircut as your lead magnet, you can then offer to dye their hair or recommend haircare products.
That way, they get a free haircut and you get to make some money. It’s a win-win!
You might also want to experiment with several different lead magnet offers to see which one works best.
Say, maybe it will turn out that your potential customers don’t want to take the risk of getting a free haircut at a salon they’ve never been to before, but they might take you up on a free manicure offer.
What Should You Use as Frontend, Middle, and Backend Offers?
The Value Ladder sales funnel depicted in the graph above is the classic version of it that was designed with online businesses in mind.
It requires a few modifications if you want it to work for a brick-and-mortar service business such as a beauty salon.
The key difference is this:
- The goal of the classic Value Ladder sales funnel is to maximize revenue.
- The goal of the Value Ladder sales funnel modified for brick-and-mortar service businesses is to get people to come to your establishment several times (one visit per offer).
That’s because you can’t build a sustainable business on one-off sales – you need to establish a clientele that sees your salon as their go-to place for their beauty needs.
Humans are creatures of habit, so the more times someone comes to your salon, the more likely they are to keep coming back.
Obviously, the easiest way to get someone to come is to offer them something for free, but you also need to make money to keep your business afloat. So what should you do?
We recommend creating Frontend, Middle, and Backend Offers that include a paid service + a complimentary free service.
Say, if they come to get a haircut, they get free highlights.
You want to follow the Value Ladder structure and make sure that each paid offer is more expensive than the previous one.
If you can manage to get someone to come to your salon several times and provide a great service each time, they will likely keep coming back after that.
You might also want to consider rewarding them with a loyalty card to incentivize them to come back.
Of course, for any of this to work, you need to do the math and figure out how to stay in the black while you are building your clientele.
Don’t go bankrupt with all these free services!
Strategy #2: Paid Advertising
Okay, so you’ve built your sales funnel, but how can you get traffic?
We recommend starting with paid advertising – it’s predictable, reliable, and scalable.
Moreover, it allows you to target a hyper-specific demographic, which is great for brick-and-mortar service businesses like beauty salons.
Say, you can target women in a particular age group that live in your city and follow various beauty-related topics and beauty influencers.
All major social media platforms allow you to run ads but your best bet is probably Facebook as it’s the most universal one.
Alternatively, you can try Instagram – it’s a visual platform and therefore great for showing before and after photos.
One way or the other, you want to:
- Set a small daily budget
- Start running your ad campaign
- Analyze the data and make adjustments accordingly
Once you figure out how to run ads profitably, then you can begin gradually scaling your campaign.
Keep in mind that paid advertising is a skill, so it might take a while to master it. Your ad campaign will likely require quite a bit of tweaking.
That’s completely normal and to be expected, especially if you have never run ads before.
Continue experimenting with that small daily budget until you learn what works.
Strategy #3: Email Marketing
Email marketing can be extremely effective when done right.
In fact, marketers estimate that the average return on investment for every £1 spent on email marketing is £35.41, which is a crazy 3541% ROI!
That’s why once you get a potential customer’s email address, you should stay in touch and keep them up to date when it comes to your latest offers.
You can also invest in creating content that your email subscribers might find valuable – interviews, beauty tips, interesting links, etc.
Aim to send 1-2 emails a month – that’s enough to remind people that your beauty salon exists without being obnoxious.
That way, when they need some beauty help, your place will be the first thing that comes to their minds!
Want Russell to Show You How to Build Your First Sales Funnel?
Let’s keep it real:
Building a sales funnel from scratch can seem like a daunting task.
That’s why we created our 5 Day Challenge where Russell walks you through it step-by-step.
You will learn how to:
- Generate unlimited leads
- Create your first lead magnet
- Build your first sales funnel
- Create a simple 6-email follow-up sequence
- And launch your funnel
…in just five days!
So don’t hesitate.