When salon revenue starts to plateau, hiring a marketing agency seems like the obvious solution. But according to spa business coach Erin MacNeil, this common reaction often leads to costly mistakes.
A big mistake we see clients make, especially when they’re having trouble getting sales or leads, is they hire out a spa / salon marketing agency to do everything for them and become completely hands-off
While marketing agencies can be valuable partners in growing your salon business, blindly delegating your entire marketing strategy to an outside team rarely delivers the results you’re hoping for.
Watch the short…
…and the entire episode 28 of Marketing 100 with salon industry experts John and Kayle as they sit down with The Spa Business Coach, Erin MacNeil to explore when (and when not) to hire a marketing agency for your salon.
Continue reading below for our complete guide on when to hire a marketing agency for your salon, what to watch out for, and how to build a strong marketing foundation first.
Building Your Salon Brand Strategy
Many salon owners face this reality: You started your business because you have incredible talent and passion for your craft. But translating that passion into effective marketing isn’t always straightforward.
When sales slow down, it’s tempting to think, “I’ll just hire a marketing agency – that’s what they do, right?”
Not so fast.
Before you can effectively market your salon, you need clarity on some fundamental questions:
- Why did you start this business?
- What does your business stand for?
- What’s your vision and mission?
- What are your core values?
As Erin explains:
If what you have put out on your own isn’t attracting your ideal client, how can a marketing agency create and carry through your brand message if you don’t know what it is yourself?
Let’s look at a real example: One of Erin’s clients opened their spa because they personally struggled with skin conditions and couldn’t find the right support or products. They essentially became their own ideal client.
Another transitioned from traditional medicine because they wanted more meaningful patient connections. These personal “why” stories became the foundation of their marketing messages. Something no agency could have created for them.
Successful Partnerships with Salon Marketing Agencies
This isn’t to say you should never work with a marketing agency. They can be incredibly valuable partners. However, timing and approach are crucial. Consider working with an agency when:
- You have a clear brand identity and voice
- You know exactly what outcomes you’re seeking
- You’re ready to be an active participant in the process
- You have metrics in place to measure success
I have nothing against marketing agencies as long as they are actually delivering the help you were looking for. It has to make good business sense and serve your original goals.
The Dating Analogy
MacNeil offers a brilliant analogy: Think of marketing like dating. If you don’t know what kind of partner you’re looking for – or even who you are – how can you attract the right person? The same applies to your business. You need to start by understanding yourself before you can effectively communicate with others.
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Developing Your Salon Marketing Plan
While it’s crucial to have clarity on your fundamentals, don’t feel like you need to have everything perfect before taking action. As our experts discussed, there’s value in an iterative approach:
- Try different marketing approaches
- See how your audience responds
- Adjust based on feedback
- Refine your message over time
Just don’t make the mistake of completely delegating this learning process to an agency.
Salon Marketing Agency Warning Signs
Be wary of agencies that:
- Want to take complete control without your input
- Refuse to explain their process
- Keep you in the dark about metrics and results
- Can’t explain their strategy in terms you understand
Measuring What Matters
Success isn’t just about dollars and cents. Track multiple data points:
- Social media engagement (shares, saves)
- Lead generation numbers
- Email sign-up rates
- Conversion rates
- Client retention metrics
Don’t just focus on vanity metrics. Look for indicators that truly reflect business growth.
Hair Salon Brand Development
Instead of immediately starting with tactical marketing execution, consider working with a brand strategist first. They can help you:
- Uncover your genuine brand voice
- Define your ideal client
- Develop your core messaging
- Build a foundation for all future marketing
Marketing Skills for Salon Owners
One often overlooked aspect of marketing success is continuous learning. As a salon owner, you don’t need to become a marketing expert, but you should:
- Understand basic marketing principles
- Learn to read and interpret your business data
- Stay informed about industry trends
- Be able to evaluate marketing proposals
- Know enough to maintain quality control
It’s easier to execute marketing strategies that align naturally with your style and values. Don’t just copy what other salons are doing – what works for them might not work for you.
Managing Your Salon Marketing Agency Team
Remember to stay involved, even when working with an agency.
You need to be in control. If you’re going to hand over some collaborative control to another party, you’ve got to keep a hand on the wheel the entire time.
Your Next Steps
The path to effective salon marketing isn’t about finding someone else to figure it out for you. It’s about getting clear on who you are, what you stand for, and who you serve. Only then can you effectively partner with others to bring that vision to life.
Start by investing time in understanding your brand’s foundation, whether you choose to work with an agency or handle marketing in-house.
Your marketing will be more authentic, more effective, and more likely to attract the right clients when it comes from a place of clarity and purpose.
Marketing isn’t just about getting more clients. It’s about attracting the right clients who resonate with your vision and values.
Learn more about Erin MacNeil at www.thespabusinesscoach.com
Socials: @thespabusinesscoach
P.S. For more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
