A Powerful & Customizable Hair Salon Marketing Strategy (FREE)

A comprehensive hair salon marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your hair salon business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
😃
Your Target Persona #1: Fabulous Faye
Age: 30 | Education: Bachelor's in Marketing | Occupation: Marketing Specialist at a tech startup
"I often struggle to find a salon that understands my vision for trendy hairstyles and color. Every time I go, I’m worried they won’t get it right, leaving me unhappy with the result."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Find the latest trendy haircut
Experiment with bold hair colors
Maintain healthy and glossy hair
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True Goals
These are the real things they want to achieve.
"I want to express my unique style and personality through my hair."
"If I look good, I feel confident at work and social events."
"Having great hair makes me feel like I can conquer any challenge."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I fear the salon won't live up to its promises for trendy styles."
"I'm concerned about spending too much money on hair services that don't deliver."
"I've had bad experiences before with inconsistent results; I'm hesitant to try another place."
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Our stylists are trained in the latest trends and prioritize personalized consultations to bring your vision to life.
We offer competitive pricing with various packages, ensuring you get quality service for your investment.
Customer satisfaction is our hallmark—check our reviews and loyalty program that rewards great results every time.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After visiting the salon, my hair looks incredible, exactly how I envisioned. I feel empowered and stylish, and I can't stop receiving compliments. Now, I enjoy going out more, knowing my hair reflects who I am."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
😃
Your Target Persona #2: Busy Bella
Age: 38 | Education: Master's in Business Administration | Occupation: Project Manager at a consulting firm
"With my busy work schedule and long hours, I'm frustrated trying to find a salon that offers efficient services without sacrificing quality. I need reliable hair appointments that won’t take up too much of my time."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Keep my hair looking professional and polished
Reduce time spent on hair maintenance
Achieve a fresh look between appointments
👀
True Goals
These are the real things they want to achieve.
"I want to maintain a professional appearance that aligns with my career growth."
"If my hair looks good, I can focus better at work without being self-conscious."
"I need quick solutions to fit my hectic schedule so I can spend more time with my family."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm worried that an appointment will take longer than promised due to other clients."
"I don't want to invest in a service if it takes too long to see results."
"I have limited time; I can't afford to wait weeks for hair growth treatments to show effects."
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Our online booking system allows you to choose flexible hours that suit your schedule, ensuring minimal wait times.
We provide efficient services tailored to busy professionals, guaranteeing you’ll be in and out on time, every time.
Our loyalty programs ensure continued care without compromising on attention or results, allowing you quick access to premium treatments.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Now, after my visits to the salon, I leave feeling polished and ready for any meeting. My hair maintains its style effortlessly, giving me more time to enjoy life outside work without worrying about my appearance."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Growth in social media followers
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Top 10 Trending Haircuts for 2023 - Get Inspired!'
Video: 'How to Choose the Right Hair Color for Your Skin Tone'
Infographic: 'The Ultimate Guide to Hair Care Regimens'
Social media series: 'Before and After Transformations - Real Clients, Real Stories'
Live stream Q&A: 'Ask Our Stylist! Your Hair Questions Answered Live'
Seasonal campaign: 'Summer Hair Trends You Can’t Miss - Free Consultation Bookings'
What to measure:
Page views on blog posts
Engagement rate on videos
Social shares of infographics
🔎
SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
trendy haircuts 2023
how to choose the right hair color
hair care best practices
hair transformation stories
stylist Q&A sessions
summer hair trends
affordable hair salons near me
professional hair care tips
latest hair styling techniques
hair coloring guide for beginners
What to measure:
Organic traffic growth
Keyword rankings for target terms
Backlinks to content
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Women aged 25-40 interested in beauty and personal care, targeting hairstyle inspiration.
[Prospecting] Instagram Ads: Users engaging with hair styling content, showcasing a video about trendy haircuts.
[Prospecting] Google Ads: Targeting searches for 'hair salons near me' with a local service ad promoting consultations.
[Prospecting] YouTube Ads: Women seeking beauty advice, using a before-and-after transformation of a client's haircut.
[Remarketing] Facebook/Meta Ads: Visitors who viewed the 'hair color guide' blog post but did not book an appointment.
What to measure:
CPC (Cost per Click)
Ad impressions
Click-through rate (CTR)
📱
Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Weekly posts featuring client transformations using hashtag campaigns like '#HairGoals'.
Collaborate with local influencers for live hairstyles demonstrations on Instagram.
Host a social media contest for followers to post their favorite looks for a chance to win a free service.
Engage with followers through polls about hairstyle trends and color preferences.
Monitor brand mentions and respond to customer queries promptly to enhance engagement.
What to measure:
Post engagement rates
Follower growth
Traffic from social channels
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Run an A/B test on landing pages with different titles focusing on trending services.
Experiment with the colors and placement of call-to-action buttons on service pages.
Test header images showcasing salon processes versus client results.
Evaluate the effectiveness of pop-ups offering consultation incentives versus locking scrolling.
Run a split test for varying descriptions in booking confirmation emails to encourage referrals.
What to measure:
Conversion rate from visitor to consultation sign-up
Bounce rate on landing pages
Time spent on page

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to website
Total leads generated
Email subscriptions
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'How to Maintain Healthy Hair Between Salon Visits' aimed at educating clients on care techniques.
Case study blog post: 'Transformations: How Our Personalized Consultations Changed Client Styles' showcasing before-and-after stories.
Email series: 'Your Unique Hair Journey - Expert Tips on Trending Styles' providing insights tailored for specific client goals.
Video tutorial: 'Five Quick Hairstyles for Busy Mornings - Look Amazing in Minutes' demonstrating easy styles for the target personas.
Interactive quiz: 'What's Your Perfect Hair Color? Discover Your Style Today!' to engage users in exploring their hair options.
Blog post: 'Cutting Costs, Not Quality: A Guide to Salon Pricing Models' addressing concerns about pricing and value.
What to measure:
Webinar registration numbers
Engagement rate on case studies
Clicks on email links
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
how to maintain healthy hair between salon visits
personalized hair consultations in salons
hair care tips for busy professionals
quick hairstyles for working women
client transformation hair stories
how to choose a salon for trendy hairstyles
best hair colors for different skin tones
affordable salon services without compromising quality
testimonials on hair salons experiences
how to save time in hair appointments
What to measure:
Number of organic leads
Keyword rankings for middle-of-funnel terms
Backlink growth from educational content
🎯
Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Women aged 30-45 interested in personal grooming, targeting the 'Healthy Hair Webinar'.
[Prospecting] Instagram Ads: Users searching for hair care tips, highlighting the 'Quick Hairstyles for Busy People' video.
[Remarketing] Google Ads: Visitors who read the case study post targeted with ads promoting personalized consultations.
[Remarketing] YouTube Ads: Engaging those who watched the hair care tutorial, inviting them to the upcoming webinar.
[Prospecting] Facebook/Meta Ads: Local audience showing interest in beauty products, directing them to special package offers.
What to measure:
Cost per lead
Lead conversion rate
Ad engagement rates
📱
Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Post testimonials from satisfied clients focusing on their transformations using visual content.
Weekly live Q&A sessions addressing common hair care myths can enhance community trust.
Host a hair care challenge on social media that encourages followers to post updates using a specific hashtag.
Share informative content like polls about hairstyles and ask followers for preferences.
Create infographics summarizing the benefits of personalized consultations and efficient hair services.
What to measure:
Engagement rate on testimonial posts
Participation in social challenges
Social shares of informative content
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Webinar reminder email sequence leading up to the 'Healthy Hair Webinar'.
Follow-up email after the case study blog sharing exclusive offers for services mentioned.
Tips and tricks newsletter centered around seasonal hairstyle maintenance.
Cold outreach email targeted at potential leads with a limited-time offer on personalized consultations.
Email campaign highlighting success stories with visual transformations of past clients.
What to measure:
Open rates on webinar invitations
Click-through rates on service offers
Conversion rates from email to appointment booking
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test email subject lines focused on different benefits of salon services.
Split test landing page content featuring different success stories to see which resonates more.
Trial different layouts for the webinar registration form to improve completion rates.
Test varying lengths of follow-up emails after leads download content to find optimal engagement.
Examine button colors and placements on service pages for improved calls to action.
What to measure:
Conversion rates from leads to appointments
Registration completion rates for webinars
Engagement levels for educational content

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to appointments
Average order value per customer
Customer satisfaction score
📝
Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Video testimonial series: 'Why Our Clients Love Us' featuring clients sharing their positive salon experiences.
Blog post: 'How to Choose the Right Hair Service Package for You' detailing different service options available at the salon.
Case study: 'From Consultation to Transformation - A Client’s Journey' showcasing the results achieved and the process involved.
Interactive comparison guide: 'Standard vs. Premium Hair Services - What Do You Get?' helping customers make informed decisions.
Email campaign: 'Limited Time Offers on Popular Services - Book Now to Reserve Your Spot' promoting exclusive discounts.
Loyalty program launch announcement: 'Join Our VIP Program for Exclusive Benefits and Discounts!' encouraging continued engagement.
What to measure:
Views on testimonial videos
Time spent on service comparison guide
Lead conversion rate from promotional emails
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
hair salon package deals near me
best hair salon reviews
salon pricing and services explained
why choose [salon name] for your hair needs
customer satisfaction at hair salons
hair salon testimonials
premium hair care services benefits
what to expect during a hair consultation
affordable luxury hair salon
[salon name] special offers
What to measure:
Conversions from organic search
Keyword rankings for bottom-of-funnel terms
Website traffic from reviews
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Past website visitors showcasing a video of client transformations.
[Remarketing] Google Ads: Target those who searched for 'hair salon packages', highlighting limited-time offers.
[Remarketing] Instagram Ads: Clients who engaged with previous posts, featuring before-and-after imagery focused on transformations.
[Prospecting] YouTube Ads: Target users interested in hair services, promoting a unique service package relevant to user needs.
[Remarketing] Facebook/Meta Ads: Previous clients incentivized with a 'Book Again and Save' promotion for return visits.
What to measure:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Click-through rate (CTR) on remarketing ads
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share client success stories through visually engaging posts that detail their transformation journey.
Run social media polls or questions inviting followers to share fears about salon experiences to engage and connect.
Feature promotions and loyalty programs prominently in regular posts and stories to remind followers to take action.
Engage in local community Facebook groups by answering hair-related questions and directing inquiries to the salon.
Collaborate with influencers in the beauty space to share their experiences with your services to build credibility.
What to measure:
Engagement rate on client transformation posts
Inquiries generated from social media interactions
Community growth from local initiatives
📧
Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
'Last Chance' email highlighting services that are about to expire, creating urgency to book
'Thank You for Choosing Us' post-appointment follow-up email with a request for feedback and incentives for future visits.
'VIP Membership Details' email introducing exclusive benefits for loyal clients.
'Personalized Hair Care Tips Based on Your Latest Visit' email providing added value to customers after their appointment.
'Referral Rewards' announcement email encouraging existing clients to refer friends for discounts.
What to measure:
Conversion rates from last chance offers
Feedback response rates from post-appointment emails
Referral participation rates
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different call-to-action phrases on the booking page to see which drives more consultations.
Experiment with incentives like first-time visit discounts versus loyalty rewards to drive new bookings.
Test variations of landing page designs showcasing different service packages and offers for effectiveness.
Run split tests on personal follow-up email timings post-appointment to find the most effective timing for engagement.
A/B test email subject lines focused on urgency versus personalization for re-engaging leads.
What to measure:
Booking conversion rate from landing pages
Open rates of follow-up emails
Engagement metrics from incentive programs

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Customer satisfaction score
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring the latest hair trends and exclusive promotions for loyal customers.
Blog post: '5 Tips for Extending Your Hair Color - Keep Your Look Fresh!' providing ongoing value.
Client spotlight blog posts showcasing their stories and transformations, reinforcing community engagement.
Social media campaign inviting customers to share their salon experiences, promoting a sense of community and connection.
What to measure:
Open rates on newsletters
Engagement rate on video series
Social shares of client spotlights
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
local hair salon promotions
hair care tips for maintaining color
how to extend the life of a haircut
customer success stories in salons
best practices for hair treatment aftercare
loyalty programs at hair salons
how to choose a stylist based on experience
client testimonials on hair services
affordable maintenance tips for hair
seasonal hair care guidelines
What to measure:
Organic traffic to retention-focused content
Keyword rankings for retention terms
Backlinks to loyalty program information
🎯
Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Previous clients showcasing before-and-after results of their recent visits, encouraging return bookings.
[Remarketing] Google Ads: Targeting those who searched for hair care maintenance tips, directing them to blog posts or special offers.
[Remarketing] Instagram Ads: Clients who have not rebooked in over 30 days, offering a limited-time discount on their next appointment.
[Prospecting] YouTube Ads: Engaging new potential clients with informative content about personalized consultations and loyalty benefits.
[Remarketing] Facebook/Meta Ads: Personalized ads for past clients showcasing seasonal services or new products exclusive to existing customers.
What to measure:
Cost per retained customer
Click-through rate (CTR) on retention ads
Return on ad spend (ROAS) for loyalty offers
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Monitor and respond to brand mentions to engage with customers sharing their experiences online.
Create polls about hairstyle updates and popular products to increase interaction with followers.
Highlight customer stories and before-and-after transformations to maintain community involvement.
Host a subscriber-exclusive event or live session discussing hair care advice, re-engaging past clients.
Share user-generated content from clients flaunting their hairstyles with a branded hashtag to create visibility.
What to measure:
Engagement rate on client stories
Traffic to the website from social interactions
Growth in user-generated content participation
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
'Post-Appointment Feedback' email asking clients to share their experiences while offering incentives for completing surveys.
'Exclusive Access' email for previous clients inviting them to book limited-time services at a special rate.
'Monthly Tips and Tricks' email focusing on hair care maintenance after service appointments for ongoing engagement.
'Refer a Friend' email campaign encouraging existing clients to invite friends for discounts on future visits.
'VIP Loyalty Program Announcement' email detailing benefits and inviting clients to enroll for special promotions.
What to measure:
Response rates on feedback emails
Rebooking rates from exclusive offers
Participation rates in referral programs
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test follow-up email timings after appointments to see which generates more client engagement.
Experiment with personalized follow-up messages versus generic templates after each visit for improved satisfaction.
Test different loyalty program deliverables (e.g., discounts vs. exclusive events) to assess preferences.
Run split tests on your re-engagement emails highlighting different benefits of returning versus past experiences.
Evaluate client feedback mechanisms to continuously improve the post-visit experience through surveys.
What to measure:
Engagement metrics from follow-up emails
Conversion rates from loyalty program sign-ups
Feedback improvement scores from surveys

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