End The Social Media Marketing Overwhelm

If you've been hanging with me for a while, you know that I'm big on diversifying your social media and marketing efforts. Social media is ever-changing.  Remember when Myspace went from being our daily obsession to essentially non-existent? Sometime around 2013 a lot of stylists ditched Facebook in favor of Instagram because of the dreaded Facebook algorithm.  Flash forward to 2016 and Instagram now has that exact same algorithm in place.  Snapchat is huge right now, but will it last?

We are living in an age where trends are moving at the speed of light.  As soon as we get used to anything it seems like it's already fading in to the background to make room for the next best thing.  Social media is no exception which is why I'm always stressing the value of diversifying your efforts.

I know that we all love Instagram. It's a fairly simple platform and can be a beautiful way to display our work. For some of you, Facebook really should be your jam, and it's important to know where your efforts should be. A large part of the social media marketing overwhelm is trying to be everywhere at once, which is completely impossible, so today I wanna show you five steps to focusing your social media marketing efforts to end the overwhelm.

Step #1- Determine your target market. It's impossible to focus your social media marketing efforts until you know where your clients are hanging out and who it is you're trying to target. Now, whenever I say "target market" stylists get nervous because a lot of stylists think, "Oh, I just want clients, I don't really care who they are," but that's not true. If I asked you to make a list of your top five clients or even the top five clients you want to be attracting, I'm sure you have a sense of who those people are. That's your target market, and when we build our marketing efforts, we wanna draw in as many of those clients as we possibly can. Now, if you're using social media incorrectly and if your efforts aren't trying to reach that exact target market, you'll be frustrated and your potential new clients will never end up in your chair.

Step #2-Build your brand. I find branding to be so much fun, but it's also a process that can be completely overwhelming.   I think a lot of people get caught up in the idea that branding is a logo, or a website, or a color, or a font, and it's not that at all. A brand is the emotional connection that we build with our clients. It's the way that they feel about us before they even step foot in the door, and it's really difficult to build yourself successfully on social media until you've decided who you are as a stylist and what your brand is.  In Thrivers Society, we have a full module, workshop and workbook dedicated to finding your target market and building your brand. 

Step #3- Focus your social media efforts. All right, we've figured out who your target market is and we've built a beautiful brand. Now we have to figure out where your target market is hanging out so we can showcase your brand and build your business. You may be a stylist who personally loves Instagram, but if your target market is hanging out on Facebook, your efforts on Instagram are for nothing. The same rule applies if you love Facebook, but your target market is clients who love vivids and extensions and they are all hanging out on Instagram.  It's really important to understand both platforms and figure out where your target market is hanging out at. We can't go deep into it choosing your platform today, but I will tell you, if your target market is between the ages of 22 and 30, they're hanging out on Instagram. If your target market is between the ages of 30 and 55, they're hanging out on Facebook. If your target market is between the ages of 13-27, they are on Snapchat.  There's exceptions to every rule, and most adults do use both Instagram and Facebook to a degree, but when you focus your efforts on the platform your guests are using most, you'll see the results you're looking for.

Step #4- Master your main platform. Facebook can't be used like Instagram. Instagram can't be used like Facebook. If your clients are hanging out on Instagram, the key for you is going to be incredible images and getting social on the platform.  You'll want to only post gorgeous portfolio type images using incredible lighting and a clean backdrop.  I want you to learn how to hashtag, when to tag your clients, how to break into that feed. If Facebook is going to be your main focus, you can't just post pictures of your clients.  The platform isn't made for that and when you just post before and after pictures of your guests you'll notice that it doesn't do much to build your business. Facebook is about showing behind the scenes, running contests and educating your current and potential guests. Whichever platform you choose, make sure that you're a master of it and you're consistently getting feedback so that you know you're using the platform correctly.  *Note: My totally free online Hairstylists Business Building Bootcamp is coming back in Spring 2017 so be sure you subscribe so you don't miss out on my Facebook and Instagram trainings!

Step #5-Create awareness around your platform of choice. I see stylists all the time creating beautiful Instagram feeds or posting all the right content on Facebook, but if you're not creating consistent awareness, it's all for nothing. No matter how beautiful your platform looks, if nobody knows you exist, it doesn't hardly matter and you'll never see clients. You'll only gain new guests if your awareness is consistently building. Click here to learn more about increasing awareness.

With social media, it's much less important to be everywhere and much more important to be one place consistently.  Find your place, learn how to use that platform and be always working to post amazing content and increased awareness.




Double Booking Successfully As A Hairstylist

Double booking can double your income or double your headaches depending on how you manage it.  Double booking is the fastest, easiest way to make more money and see more guests without working longer hours, but what if one client is late, what if one is early, what if you need to throw on a last minute toner, won’t they think it’s weird, won’t the service suffer? Just the thought of double booking makes some stylists cringe and trust me I totally get it.

One of the best things about being a hair stylist is that your income potential is exponential. There is never a point where you can't make any more money.  You can pick any financial number and there is a way for you to make that. Want to make $100,000 a year?  You can do that. Want to make $300,000 a year?  You can do that too.  It all comes down to how organized and business savvy you get.

If you're wondering why some stylists get stuck financially and feel like they've maxed out their income, it's just because they've stopped making business decisions that allow them to grow.  If you're at a place where you're turning guests away (congratulations, wooo hooo!) or you're booked 3 or more weeks out, it's time for a price increase and you're likely ready to start double booking too.

For most stylists, the hesitation to double book is because we don't want the guests experience to suffer causing us to lose business. Rest assured, nothing has to go wrong and the experience for your guest totally doesn’t have to suffer.  Double booking can be as seamless as a symphony, you just need to know the 4 simple steps to double booking perfection:

Double Booking Strategy #1-Know your service timing.  Do not ever start double booking if sometimes your partial hi light takes 45 minutes and sometimes it takes an hour.  It’s crucial that you have standard timing for every client that walks in the door.

Wealthy stylists have a standard application time and standard processing time for every service they do.  If a client has extra long or thick hair or you always us a toner, that is an extra service and it’s booked accordingly.  If Nancy's partial hi-light takes 45 minutes, but Jennifer's partial hi-light takes 60 minutes, Jennifer needs to start being booked for a full hi-light instead or you need to make a service called "Extra Hi-light Time" and add that on to Jennifer's booking which she should pay for.

Until you know your service timing, it will be impossible to know when you can seamlessly double book and when it’s going to be too tight.

Double Booking Strategy #2- Start off slow.  The typical way to start off is by booking a cut while a color service is processing.  Let's say you always book 45 minutes for a standard haircut and blow-dry.  If Sally is coming for a root touch up at 9am, and you know the application takes 15 minutes and the processing time is 45 minutes, you can have Amanda come for her haircut at 9:15, no problem.  This obviously only works if you know your service timing, but when you start double booking, start with a cut over a processing color and only one per day.  Having two color services processing at once can be insanely stressful and I don’t want you to start there.

Double Booking Strategy #3-Make sure you have a system.  Where will client number 1 sit while client number 2 is getting her cut done?  If you’re a jumbled mess trying to find space for everybody, it will feel like a nightmare. 

It's really important that neither client feels like the third wheel.  The key to making sure everybody feels like they are getting a luxury experience is by getting organized. No client wants to sit out in the open or in the lobby with processing hair so be sure there is a place set aside for your processing client to rest comfortably.  I love it when the stylist's station is bare of magazines and extras and the processing area is filled with all the latest issues plus snacks, beverages and other goodies to make a guest comfortable.  Suddenly the processing area is the place to be!

Double Booking Strategy #4-Forget being nervous and get excited- We all get so nervous that our clients will feel slighted if you double book.  They’ll only feel weird, if you make it weird.  

If you say "I do have to start double booking so sometimes there will be another client here while you are. but I'll do my best to make sure you're taken care of", it sounds risky.

If you say "I’m really excited because I’m going to start double booking occasionally so that I don’t have to do another price increase this season and I’ll be able to accommodate your upcoming appointments much easier" clients will be sooooooo excited!

Hilight the perks and up your service game. Maybe at the same time you double book, you can use all of that amazing extra income to start offering fresh cookies or roll out your much needed rewards program.  It’s all about up-leveling overall,

Double booking is amazing and doesn’t have to be overwhelming.  Another little secret to double booking success is hiring a kick ass assistant and stay tuned because in a couple weeks we’ll talk all about that too!