Marketing strategy
Cases
Brooklyn beauty salon case
Blogs and triggers
Initial consultation and mini strategy
Warmings up and sales in stories
Beliefs that interfere with purchase
A small business based in Sheepshead Bay, Brooklyn
Our main goal was to bring in more English speaking clients, improve profitability, and promote the new face massage service.
We have performed a detailed competitor analysis, identified the pain points of the target audience, and came up with a marketing strategy.
Our tools
Targeted ads
A must-use for promoting an online business.
Influencer marketing
Many social media influencers and content creators these days have a multi-million audience of potentially interested users. This makes influencer endorsements one of the top ways to reach a large audience.
Competitions and giveaways
This can help boost your subscriber count on social media.
First steps
We started by creating engaging content and visual style for the Instagram grid. We have developed a unique brand theme and content series to make sure we capture and hold the interest of our target audience.
Here are the content series we settled on:
Updates and behind-the-scenes
Posts about the life inside the beauty salon, its equipment, services, and special offers.
Reviews
Positive reviews from customers (with photos).
Tips and lifehacks
Before and after
Side-by-side comparison photos of the customers
Lifestyle content
To boost credibility and let the customers see the faces behind the brand
We have identified and tested the following audiences :
- people within the 2 km radius from the salons (using the geo-location feature in Ads manager)
- competitor communities in our area
- Females on their birthday
- People interested in beauty and fashion
The most effective audiences turned out to be the audiences we pulled with geo-targetting and filtered according to sex, age and interests.
Influencer partnerships
We paid special attention to working with opinion leaders and social media influencers. That involved qualifying and reaching out to influencers, and then working out the logistics of what will be posted on their account and when the posts will go live.
For example, we have successfully partnered with a fashion blogger @olgaferrara_ny. The promotion posts involved videos where olgaferrara_ny is getting a face cleansing procedure with the opportunity for her audience to win a free procedure.
Giveaways and competitions
- Giveaways are a highly effective promotion tactic that makes it possible to reach a wide audience with minimum expenses
- Competition logistics - our goal is to make them as simple as possible. Usually, the person should like the post, subscribe to the sponsor’s page and tag their friends in the comments under the post. The more friends they tag, the more chances they have to win.
Results: 200+ new subscribers.
Birthday discount
- We launched a special offer "10% off birthday discount". The offer was targeted toward women in a 3 km radius on the week of their birthday.
- We launched a local ad campaign targeting women interested in beauty. The women were prompted to show the ad post to the salon administrator to claim their discount.
Results
The most effective promotion tool for this business turned out to be local ads with a 2-4 km radius.
Special offers and discounts were also very helpful in attracting the target audience.