Chances are that you’ve heard about Britt’s trademarked method, the Hair Stylist’s Marketing Funnel. And, let’s be honest, you might have tuned out a little bit, right?
Totally get it, babe. It sounds like it belongs in a boring corporate meeting instead of the most beautiful industry on the planet, but it’s actually a crucial piece of successful business in any industry (including ours!).
The marketing funnel is the four stages new guests move through before they become clients. It’s the thing that makes sure all those new guest requests are from your target market and how to keep those dream guests hooked until they become clients.
If you’re thinking, “Well, my business isn’t that big, so I don’t think I need a marketing funnel,” hold up. Because whether or not you realize it, your clients are already moving through your funnel. But if you don’t optimize it, those dream clients you worked so hard for are going to fall out way before you even get them in your chair.
But don’t worry; today, we’re digging into each stage and how you can keep your clients hooked through your entire funnel!
Stage #1: Awareness
Think of this stage as your hello, your handshake, your “about me” post on social media. This is where clients learn who you are and what you do.
This is also the best time to attract your target market and repel clients who want services you don’t offer.
So if you specialize in braids, make sure that’s clear on your online presence so you don’t get requests for kids’ haircuts or vivids.
But succeeding in the awareness stage is more than throwing down some cash for Yelp ads or posting random client hair photos on social media and calling it good.
You have to know your target market and then design your awareness stage — think referral programs, social media, and more — from there.
How do you know if your awareness stage needs some work? If you don’t get 10 – 15 new guest requests per month, your awareness is letting you down. Clients either don’t know who you are or what you do, and nobody’s going to waste time trying to figure it out when there are so many other stylists out there.
Stage #2: Interest
If you’ve done your awareness stage right, that potential guest knows your specialty, has a feel for your brand, and knows your name. Now you need to show her why you’re different than the salon down the street.
You should be able to say out loud (and on your online presence) why you’re different or better. Potential clients should feel your brand’s vibe when they look at your social media and everything in your awareness stage.
The best way to check in with your interest stage? Pull up your Instagram grid. Do the pictures look like A) YOURS — colors, brand, feel, even client styles — or does it look like B) it could belong to anyone?
If you answered B, you’ve got a problem.
Interest is all about standing out on social media. If you’re just blending in, clients will just keep scrolling for a new stylist.
Stage #3: Desire
This is the moment of truth. The guest pulled up your Instagram bio, their thumb is hovering over your website link. If you’ve set up your awareness and interest stages properly, they’ll tap your website link and fall straight into the desire stage. If not, they’ll head back to the home page and scroll on.
Why your website? Well, think about it like this: as a consumer, where do you make actual purchases and buying decisions online?
Nope, it’s not Instagram; even though social media may influence your decision to purchase (a.k.a., interest level at work!), you actually decide to buy on a website.
That’s why your online presence is EVERYTHING. It’s how current clients, new guests, and other businesses decide if they desire your services enough to take the next jump in the funnel.
If you want to be truly profitable, know that websites are where clients make the final call, so yours better be amazing.
Need a little help with your website? Check out Website Academy!
Stage #4: Opportunity
This is the stage where the magic happens, babe. Clients have funneled down through learning who you are, how you’re special, and decided that you two might be a fit. Now it’s time for them to make an appointment with you and see if they’re right.
The opportunity stage is at the core of all the marketing decisions you’ll ever make in your business…which is why it’s so important to do the pre-work in awareness, right? Otherwise, your chair will be jammed with clients who aren’t your target market or interested in your services, leaving no room for that dream guest.
Creating a funnel that drives your dream clients straight into your chair might take a little work, but the results are always worth it! Want to dig deeper but don’t know where to start? We’ve got JUST the thing for you!
The Hair Stylist Marketing & Retention Funnel Guide is an in-depth map (visual learners, you’ll love this!) tailored to help you build the perfect funnel and always have target market guests in your chair. Click here to download it for free!
