With 1.6 billion active users on Facebook, the odds of you using it for personal reasons are pretty high. However, that doesn’t translate into knowing what you should be posting from a professional perspective. One “no-no” I see all the time is a salon or spa constantly pitching their business in every post. Saying things like “Come in today to get your new summer hair do!” or “We just got the latest summer colors, book your appointment now to get yours!” or “It’s summer, come in today and get your sun defense facial!”. You scroll through their feed and it’s sell, sell, sell! It’s important that your business has a solid strategy in place so you know exactly what to say in your Facebook posts and you can avoid this common mistake.
Quit selling in your Facebook posts…
Have you heard of the 80/20 rule? Today it may even be closer to 90/10. The concept is basically to serve, don’t sell. 80-90% of the time you should be telling your audience about all the latest news they want to hear about in your industry. The other 10-20% of the time you can promote your business. This doesn’t mean you should stop sharing the great styles that come out of your salon, it just means you shouldn’t follow it up with “Book with me today to have your hair look like this too!”
A little jump start…
Here are some suggestions you can use to populate your business’s timeline. Use these in place of Facebook posts that are not selling:
- Ask a question of your audience. For example, ask them to take a selfie of their new style while traveling this summer. You could even have a contest where all those that submitted a photo get entered into a drawing. Here is an example of National Geographic’s audience submitting “Photos of the Day”.
- Share any information on community outreach your salon provides. Whether it was a day of volunteering with your staff or a percentage of sales going to charity (just be sure to promote before hand if it’s a single day of charitable contributions so you get a good turn out). Zinke Hair Studio has a weekly donation to their local Humane Society.
- Share an article about an icon in your industry. Or, simply sharing a post if you get to hang out with someone you admire, like Charlie Price did.
- If you are going to any industry trade shows, be sure to take lots of photos and share them on your business page. Additionally, make sure you grow excitement in your audience by advertising the show ahead of time and revealing products that will be featured at the show (like Never Summer has done below). Then, they will already be looking forward to a recap from the show, if they didn’t get to attend themselves.
- Share any accolades/awards that you (or your staff) have won or been nominated for. Isidro Valencia recently earned the title of “Makeup Artist of the Year” at NAHA 2016. His Facebook post displayed his new, well-deserved title, as well as the print publication article he was featured in and photo evidence of his incredible work!
- Show behind the scene photos and/or videos of a fashion shoot you or your staff have been involved in. Or, you can share photos or videos of the prep work you do before a major show. This video is of Jill Leitz practicing her braiding for the styles she did for NAHA this year.
- Share any cool/fun/outrageous styles you may see come across your personal newsfeed. Modern Salon recently noticed this photo that Christina Aguilera had posted sporting her “new hot copper” hair and shared it on their own page. In an effort to further serve their audience, they also provided the color formula someone had put together to re-create this look!
- Share articles on the latest research on the importance of massage and wellbeing. MindBodyGreen does such a good job of educating people on the necessities of bodywork and other wellness treatments.
- Be sure to share your latest blogs/articles that you publish on your website to all your social accounts. Depending on the type of platform you are using for your website, you may be able to have your blog posts show up automatically on your social channel as Dianna has done on her other business Facebook page.
- Create “Spotlight” posts about your clients. Choose one a month to write about their business/hobby/non-profit. You can build your client loyalty by giving them shout outs every once in awhile. You don’t want to do it too often, as the content may not be what your audience is looking for, but every once in awhile will show that you care about your clients and are thinking of them…
- Create a weekly or monthly “interactive” post, where your audience can ask you questions about your industry. You can either lead the discussion by creating that post’s topic, or have it open to any questions. Jill Leitz has “Monday Mentoring” where she guides the topic, but her audience gets to ask the questions.
- Be sure to include funny/humorous posts a few times each month. We all love to laugh, and if you can find images that relate to your audience, then share the laugh!
- Share a DIY recipe or project. For example, we (Chill DM, with our audience being salons/spas) recently shared an article on a DIY scrub that can help combat stretch marks. The goal is to only share things that each individual page’s audience finds useful and valuable.
These are just a few ideas to get your juices flowing about the types of content you can share with your audience… Just remember, Serve, Don’t Sell.
Facebook posts ripe for selling….
For the times you do want to Sell, you want to still provide value to the folks that have landed on your page. You can use this time to talk about any promotions you may be having right now. You can use it to let them know of recent openings in your schedule due to a cancellation (although SMS and Twitter may be better platforms for this type of information). You can talk about any new products that you have and any specials related to those products.
Here is a post that we did that would fall under self promotion or “selling posts”. However, notice that the message is subtle, so it doesn’t feel like the services are being forced onto the audience.
Sometimes, you want to have some form of a Call To Action (CTA) for these types of posts, because you want the reader to act quickly! A great way to do this would be to include your phone number and say “Call Now”, or, say “Book Now” and include a link to your site where they can automatically schedule an appointment with you on the dot.
It’s pretty simple… Be of value to your audience. Be sure that your Facebook posts are relevant and meaningful to your target market. Provide them with valuable knowledge and information. Provide a meeting place and a platform that the viewers turn to for current, interesting news and entertainment.
Serve, Don’t Sell.