Are you spending too much marketing time on Twitter for little return? Beginning to think it’s a waste of effort? Try these 4 strategies and get Twitter working for your salon business. 

I love Twitter. But it can eat up time and not deliver results. If it isn’t working for you at the moment try stepping back and looking at the big picture. Here are 4 strategies to help you.

And if you haven’t found me on Twitter yet do come and say hello at @growyoursalon and @lockhartmeyer. Don't forget to follow the NHF as well @nhfederation

1. Don’t just sell your salon on Twitter

Make your content valuable and don’t over promote yourself. This is probably the most important tip for salon owners. And it applies across all social media channels not just Twitter.

I always suggest my salon owner clients adopt the 80:20 rule. By this I mean:

  • For 80% of your tweets make sure you provide content that is valuable to your Twitter audience.
  • For the remaining 20% of your tweets promote your salon services and products.

What do I mean by valuable useful content? Plenty of WIIFM. ‘What’s In It For Me.’

Pop the following WIIFM on your salon website and link your tweet to it:

  • Professional tricks, tips and secrets
  • Step-by-step sequences
  • How to guides

Focus on what your followers want to hear. Not what you want to tell them. Help them solve a hair dilemma, answer their beauty questions or offer professional advice.

2. Twitter Imagery Works

Research proves time and time again that images increase social engagement and get your business noticed. So use it as much as you can.

Salons have a real marketing advantage here. Our industry is all about image and looks. You spend all your working day surrounded by brilliant photo opportunities just asking to be snapped and posted on Twitter.

So what are you waiting for? Whip out your phone and start building your photo gallery.

A strange thing can happen when people pick up a camera. They forget all the marketing ‘rules’ and think any old thing or funny cat picture goes.

That’s fine for your personal Twitter account but not for business tweets. Keep in mind these golden rules for imagery:

  • Twitter photos speak volumes about your business brand. Avoid giving the wrong impression.
  • No blurry or unfocused images. Be selective and professional.
  • Keep control of what imagery is posted out on your Twitter feed. Grimacing team members in embarrassing situations do not make your brand seem personal. They make you look unprofessional and undo the good work the rest of your marketing has achieved.

3. Twitter chats for salons

Twitter chats are a powerful way to make new local business friends and promote your salon brand. They often take place in the evening so you need to put in some extra work, but they can pay dividends.

Most towns have a weekly set Twitter hour. Where I live we have #CotswoldHour which is a useful fun way to meet local business partners, companies and potential new clients.

#TwitterTip: To find your local Twitter chat type #Town into the Twitter search bar.

I just typed in #Brighton and looked down the results. I spotted a #BrightonHour and then searched this hashtag. Bingo. If your salon is in Brighton then 8.30pm on Monday is the evening to get tweeting.

Wondering how to join in? What to say?

I suggest you just follow the conversation the first time and perhaps favourite or retweet the occasional tweet. Get some ideas of the popular topics and main influencers then spend 15 minutes preparing some ideas ready to dive in on the following week.

Keep the 80:20 rule to mind and have some valuable content up your sleeve ready to use. These local Twitter chats are not the forum for constant sales messages. They’ll just turn your new found audience off.

4. Make it easy for people to follow and tweet your salon

Why not pop the kettle on and give your Twitter account a 20 minute salon marketing audit?

Are you doing these tweeting essentials?

  • Do you have “Tweet This” and “Follow Me on Twitter” buttons on your website?
  • Do you know which days, and which times of the day, get the best engagement for you?
  • Are you scheduling your Twitter posts? There’s plenty of choice. For @growyoursalon I use Hootsuite. It’s simple to use and there’s a free version which is fine for getting started. 
  • Are your tweets too long? Keep them short to make them retweetable. 
  • #SalonMarketing. Use hashtags carefully to get your salon noticed for the right reasons. #But #don’t #over #do #it or your tweets become unreadable.
  • Do you always respond to mentions and retweets? Twitter is a two-way street. Give credit when it’s due.
  • Avoid abbreviations and text language in your tweets. Lots of !!! and CAPITALS don’t help your salon brand and can look childish and unprofessional.

Making twitter work harder for your salon business

Social media is constantly evolving. What worked two years ago may not be relevant today.

There’s no magic marketing bullet. Continuously test and try new Twitter approaches until you find the blend that works for your business.

Alice Kirby @growyoursalon and blogging on Lockhart Meyer Salon Marketing