09-11-2012, 01:32 PM
(This post was last modified: 09-11-2012, 01:38 PM by StephanieHenry.)
(09-02-2012, 09:45 PM)CandiceAE Wrote: That's a fairly standard saying in the marketing world, and for sure, it's true. A lot of what you're talking about Stephanie, really depends on your demographics. I have over a 90% pre-booking rate, and I track those I want to come back - and I contact them personally through a call or a written note if I don't see them. I use salon software (Vagaro) that makes it very easy to email marketing materials and I've made a deliberate choice not to, because I know without a shadow of a doubt that my clients appreciate that I don't fill their in-box.
There is no one size fits all, even within the same industry. The first step of any marketing plan (or starting a business for that matter) is knowing who your clients are (are who you want them to be) - and without that you're still just shooting in the dark, and maybe killing off a client or two in the process! I'm not saying that email, text and internet advertising don't work - obviously they have their place and can really have an impact depending on your demographics. I am just saying, not every client is one who will appreciate the emails/texts - and many are even reluctant to give it, so have another plan in place - preferably one as personal as the services you offer!
"because I know without a shadow of a doubt that my clients appreciate that I don't fill their in-box"
That was my fault that I mixed this thread with talking about marketing to pull in new customers, AND re-marketing to get old customers to come back again..... and when it comes to the former, email marketing is absolutely necessary, no matter what industry you are in (re-marketing ideas are best served by starting a new discussion because that's a whole other beast

So there's a standard sales process cycle, and majority of the time when a new person visits your website, more often than not they are not going to call right then to book an appointment. You can easily find this out by looking at the analytics for your website (hopefully you do have those installed!) and comparing that to the number of new clients you get each month from your site. But by having an email optin form, you offer them something of value in return for their email address (coupons are a common one, but the best way to use this opportunity is to educate them about your services, and without directly attacking the NSS shops you can explain why your services are better, what you do & what you don't do that sets you apart from the competition). That way you can continue to send them emails, and have them be ready with YOUR info when they're ready to book.
It's very similar to dating

In any industry, there's only 3 ways you can grow your business:
1.) Increase the number of clients
2.) Increase the amount they spend by raising prices
3.) Increase the frequency at which they purchase
Having an email list will help with #1 & #3
Email will help you convert more website visitors to clients (#1)
Email will help you to get them back in your chair again (#3)
However, #1 is *generally* the most expensive, when you factor in how much money you had to spend to GET the traffic to your website in the first place. All your YellowPages advertising, SEO, time spent on Facebook, etc.
And that's why converting more website customers to clients should be the first thing to increase with any website for a company that's struggling... because you'll get a MUCH better overall ROI for your website.
Oh and this all ties into "Effective marketing is all about putting out the right message, in front of the right person, at the right time."
Notice that part at the end that says "at the right time"?
Well if a new visitor to your site isn't ready to book right now, but maybe in the future, you won't have a way to get a message in front of them at the right time unless you use something like SMS or email marketing.
7 year Nail Tech turned internet marketing coach for salons & local businesses.
http://Facebook.com/StephanieMHenry
Skype: StephanieH1517
All customers & clients & friends are welcome to talk to me on Skype. I answer questions and PMs when I'm inbetween coaching sessions.
http://Facebook.com/StephanieMHenry
Skype: StephanieH1517
All customers & clients & friends are welcome to talk to me on Skype. I answer questions and PMs when I'm inbetween coaching sessions.