Looking to level up your beauty salon in 2024? Let Dannah Boston, founder of The Esthetic Co., inspire you.
“One big success story of ours has been an opportunity of a local luxury bed and breakfast and another business that we are connected with inviting us to bring our services on-site for the guests of a retreat they were hosting,” Dannah said. Though this was a new experience for The Esthetic Co., Dannah knew she couldn’t pass up the chance to connect with the venue and build her client base.
The Esthetic Co. team created a personalized flyer for that weekend with a limited menu of services and showed up ready to wow each guest. “We had a great experience!” Dannah shared. Her business is already scheduled to return to the venue to help more people achieve their best skin yet.
“What I would recommend is to never shoot any marketing opportunity down—try everything once. Also, get to know other business owners around you and offer them white-glove service so they can refer you without hesitation!”
Simply by saying “yes,” Dannah was able to build relationships and drive more business to The Esthetic Co.
If you want to learn how to become a successful spa owner like Dannah, you’re in the right place. We’ve compiled a list of easy-to-implement tips to help your business flourish in 2024. Choose what makes sense for you and prepare for results!
Salon Management
A lot of hard work goes on behind the scenes to keep your salon running beautifully. From scheduling stylists to ensuring inventory is stocked, you’ve got your hands full. If managing your salon feels like a struggle, know that there are easy ways to optimize your day-to-day operations.
Have a Clear Vision
Think back to your vision board before you first opened your beauty salon. What did it look like? You’re probably envisioning happy clients, fulfilled employees, and dollar signs. Let this vision of success inform your management.
- Clearly define the roles and responsibilities of each team member so they know exactly what is expected of them
- Set a standard of excellence for daily operations and services offered
- Maintain quality by reviewing employee performance regularly
Streamline Wherever Possible
You didn’t become a salon owner to slave over coordinating each team member’s hours of availability or keeping track of each shampoo bottle running low. Thankfully, technology can take some of these tedious tasks off your plate.
- Implement salon scheduling software to manage your employees’ hours and online client bookings
- Consider salon management software to help automate payroll, inventory, and client transactions
- Send automated appointment reminders and follow-up messages to keep clients present
Listen to Feedback
You can’t improve without knowing how to improve. Tap into the insights of everyone who interacts with your salon, gather their feedback, and then make a plan to address any not-so-perfect areas.
- Invite clients to offer feedback on their salon experience after each visit—incentivize if you’re seeing low engagement
- Your team often sees the details and pain points you may overlook; let them know that their input is always valued
Marketing Strategy
Your future clients are out there. Attract them by meeting them where they are: online and IRL.
Building a loyal client base is crucial to running a successful salon, so make every client feel special, seen, and heard. After all, they are the reason you’re in business.
Be Present
Make yourself known on social media and in your local community. The more your prospects see you—and the wonderful things you do—the more brand awareness you build.
If staying active on Instagram, Facebook, Pinterest, and TikTok feels overwhelming, don’t feel like you have to do it all. Be intentional about your channels based on your client demographics and what you can realistically commit to.
- Post your spin on social media trends to keep clients and leads engaged
- Showcase your salon’s hard work—beautiful before-and-after photos say it all
- Host events, like workshops or pop-ups, and collaborate with local influencers
Find Your Niche
Stand out in the market by highlighting what your salon does best. Are you experts in creating vibrant color? Are you committed to creating an inclusive space for queer or underrepresented communities? Have you been voted “best in town for nail art” three years in a row? Let people know what makes your salon so special!
Run Promotions
Everyone needs a little nudge sometimes. Promotions are a great way to delight your new and current clients and keep them coming back. Being a successful salon owner requires you to think creatively about what your clients want and find ways to make it easier for them to say “yes” to you.
- Establish a loyalty program that rewards repeat clients with gifts or discounts
- Implement a referral program to get your loyal clients to spread the word for you and reward them with product samples, discounts, or free add-ons
- Encourage your clients to share their “after” photos on social media for salon vouchers or for the chance to be featured on your social media accounts (consider adding a designated photo wall in your salon)
- Run special offers for seasonal periods or holidays like Valentine’s Day or Mother’s Day
- Have a cause you feel strongly about? Host an event where a portion of proceeds from sales is donated to a charity or organization
Embracing Trends
It’s easy to stay comfortable and continue running your salon as you always have. But with the ever-changing landscape of the beauty industry, you need to be nimble enough to embrace current trends or risk getting left behind.
Here are some ideas to keep your salon feeling fresh.
- Introduce more sustainable business practices and eco-friendly products
- Explore how AR/VR applications (like virtual try-ons) and AI (like facial feature and hair analysis) can expand your business
- Consider the movement toward more inclusive beauty—how can you communicate to all of your clients that they belong?
- Aim to offer more personalized experiences based on customer data (i.e. booking preferences, skin or hair type, age, lifestyle, etc.)
Team Management
To become a successful salon owner, you need the help of a dedicated team. Under the guidance of your leadership, your employees help bring your salon’s mission to life. So it’s important to create a company culture that values excellent work, creativity, and collaboration. Your attitude and actions as a salon owner will be reflected back to you by your team.
Assemble a Great Team
Take your time, handpick your team, and set yourself up for success.
When hiring, look for skilled professionals who share your passion for the beauty industry. Just as important as their talent and expertise is their alignment with your salon’s values and culture. Can they provide exceptional service and maintain a positive attitude that meshes well with the rest of your team?
Take Care of Your Team
Once you’ve assembled your dream team, remember to prioritize their well-being and professional development. Your clients want to be taken care of by happy stylists and technicians—not people who hate their jobs. By empowering and supporting your staff, you ensure the long-term success of your salon.
- Celebrate your employees’ wins, like rave reviews received or the highest number of bookings in a month
- Encourage continuous learning by providing ongoing training or sending them to beauty conventions and workshops
- Host appreciation events that build company culture and show your staff how valued they are
- Offer competitive benefits to retain top talent
Financial Management
Let’s talk finances. Managing the money side of your salon can be the most difficult part of your responsibilities, but if you stay diligent with budgeting and smart planning, you’ll see your efforts pay off.Set a Budget
You need to have a clear picture of where your money is coming from and where it’s going. Establish a budget with all of your regular expenses, like rent, utilities, inventory, and payroll. Monitor your cash flow regularly and adjust your budget as needed to keep your salon’s finances in check.Consider Your Pricing
Despite the cost of inflation—the consumer price index rose 3.5% in March 2024—people still want to be able to look and feel their best. Now is a great time to reevaluate your pricing strategy. Whether you want to offer ultra-competitive pricing that can’t be beat or high-end pricing to maintain a luxury air, consider the market in your area and make an informed decision.Diversify Revenue Streams
Your main source of revenue will be your services, but if you want to maximize your salon’s success, start thinking about ways to bring in extra cash. You can expand your retail product or service offering, create package deals or membership programs, host special events, or encourage clients to buy gift cards in bulk.Insuring Your Salon
You’ve worked hard to turn your salon into a success, and you deserve peace of mind that your business will be protected if things go wrong. In a world full of uncertainties, comprehensive salon insurance is non-negotiable.
Beauty & Bodywork Insurance (BBI) offers salon and spa insurance for owners looking to protect themselves and their employees. Our approach to coverage is unique in that you can insure up to 10 stations (and the beauty pros who work in them) with a blanket policy versus paying per employee.
With a fast, secure online purchase, low premiums, and no membership fees, our coverage lets you focus on growing your salon—not on all the “what ifs.” Learn more about our salon and spa insurance and get your salon the security it needs.
Frequently Asked Questions (FAQs)
What Are Some Ways to Attract Salon Clients?
If you’re looking to attract more salon clients, start by building your online presence, offering special promotions, networking with local businesses, and increasing your local marketing efforts.
How Can I Run My Beauty Salon Efficiently?
Some ways you can run your beauty salon more efficiently include investing in salon management software, setting clear responsibilities for each team member, empowering your team to solve problems, and regularly monitoring key performance metrics to identify areas of opportunity.
What Factors Contribute Most to Salon Success?
The main factors that contribute most to salon success are smart management, quality of salon service, talented employees who feel fulfilled in their roles, effective marketing strategies, and a unique selling proposition that makes the business stand out in the market.
