Social Media for Local Business [Case Study]: Hair Salon on Facebook
How can local businesses capitalize on social media marketing to compete with chains and online competition?
This week’s case study focuses on a local hair salon that uses their small, local status as their greatest asset, successfully monetizing social media marketing in a mid-size midwestern city.
Case Study: G. Michael Hair Salon
Greg Lee is the owner of G. Michael Salon in Indianapolis, voted the #1 salon in the city. While you may not think of Indianapolis as a hotbed of social media, Greg and his staff are savvy marketers that use multiple social networks to connect with a fan base far beyond their city.
ALL Business is LOCAL
Local businesses often feel squeezed by increasing competition from large big-box stores and online competitors.
Greg and his staff have turned the challenge of being a small, local business into their greatest opportunity.
By engaging with local businesses and consumers on a level no national salon chain can match.
They devote 33 hours each week to their social media efforts: three hours each week planning on what to post, and 30 hours executing their plan.
Sophisticated Use of Social
While G. Michael is a small brand, they’ve mastered social media marketing and use it in a highly sophisticated way. Their Pinterest boards feature staff photos and bios. Click on the Staff board and you’ll get a map to their salon and you can see their large use of hashtags to help their SEO on Pinterest:
Engage Where Your Clients Are
G. Michael has beautiful and vibrant social media presences on multiple social networks, includingFacebook, Twitter, Pinterest, and Instagram. They upload before and after hairstyle makeovers, run contests, and support local charities. Combine that with their hashtag use, maps, and reviews on Facebook, and they are a formidable brand to reckon with.
G. Michael keeps their branding consistent across social networks, and their engagement levels set them apart from other salons in the area, helping to differentiate their brand.
Turning Social into an Over-the-Top Experience in the Salon
Greg credits his team for keeping their clients happy once they’ve engaged on social media and visit the salon, saying:
Once a guest chooses to visit your business after finding you through all of your hard work, it’s time to deliver! Deliver above and beyond what the guest expects each and every time. Consistency is always key. Offer your new guest an excellent experience/service each and every time and they will now become another part of your thriving business
How you can adapt this case study for your own small business
G. Michael Salon successfully monetizes their social media marketing by focusing on these tactics: