Chances are that youโve heard about Brittโs trademarked method, the Hair Stylistโs Marketing Funnel. And, letโs 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 itโs 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. Itโs 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 youโre thinking, โWell, my business isnโt that big, so I donโt think I need a marketing funnel,โ hold up. Because whether or not you realize it, your clients are already moving through your funnel. But if you donโt 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 donโt worry; today, weโre 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 โabout meโ 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 donโt offer.
So if you specialize in braids, make sure thatโs clear on your online presence so you donโt get requests for kidsโ 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 donโt get 10 – 15 new guest requests per month, your awareness is letting you down. Clients either donโt know who you are or what you do, and nobodyโs going to waste time trying to figure it out when there are so many other stylists out there.
Stage #2: Interest
If youโve 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 youโre different than the salon down the street.
You should be able to say out loud (and on your online presence) why youโre different or better. Potential clients should feel your brandโs 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, youโve got a problem.
Interest is all about standing out on social media. If youโre 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 youโve set up your awareness and interest stages properly, theyโll tap your website link and fall straight into the desire stage. If not, theyโll 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, itโs 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.
Thatโs why your online presence is EVERYTHING. Itโs 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 youโre special, and decided that you two might be a fit. Now itโs time for them to make an appointment with you and see if theyโre right.
The opportunity stage is at the core of all the marketing decisions youโll ever make in your business…which is why itโs so important to do the pre-work in awareness, right? Otherwise, your chair will be jammed with clients who arenโt 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 donโt know where to start? Weโve got JUST the thing for you!
The Hair Stylist Marketing & Retention Funnel Guide is an in-depth map (visual learners, youโll 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!