Seeking Growth Advice: Nail Salon Owner looking for marketing & operational tips

[mitin]

Hi Community Members,

I’m looking for some tips and suggestions from other experienced business owners.

I own a nail salon. While I’m not on-site most days, I manage the entire operation, including payroll, marketing, and social media.

I’ve invested a lot into our website (www.fancynailsspa.com), focusing on SEO and a custom booking system to track conversions. While Google drives results, I’ve found Meta ads (Facebook/Instagram) to be a waste of money. My clientele is primarily older white women.

Business can be a bit discouraging during these slow months, so I’d love to hear any ideas on how to keep growing. What has worked for you in similar service-based businesses?

Thanks in advance for any help!

[DinaLRosenberg]

Hi There.

While I do not own a nail salon- I am a nail girly- your target demographic.

In terms of customers- it depends on what type of salon you are. Up here in the NorthEast there are what I call "commodity" spas that offer basic manis/pedis etc. They do offer nail enhancement (tips, etc) but they aren't on the "cutting edge" of what's trending in the nail/fashion world. I go to these places for pedicures only.

Then there are the nail specialty techs- they are the ones with the crazy art and they're doing sculpted tips (my preference) not tips. 

If your clientele is older white women, well- you gotta branch out! Instead of paying for Meta ads I'd pay to do some free "crazy" sets on younger clientele in your area. Think PTA moms... chamber of commerce people... influencers in your area. You wanna build up your trendy book and get on social media. Start following the big nail artist accounts (on IG Courtneycantwell_nails) ... take V beauty sponsored classes.... there's so much you can do!!

Good luck! I think with your existing clientele there's so much room to secure the younger generation as well 😉

[mitin]

Hi @DinaLRosenberg 
I am sorry I completely missed your post, 
I am more of a traditional boutique neighborhood nail salon, not the trendy instagram fancy ones, My clientele is not that.
I would love to get to the trendy nail art work, but its been a struggle for now

But I do appreciate your tips and advice, I will definitely review them.

Thank you again for your suggestions. 

Mitin

[DinaLRosenberg]

I go to the traditional salons for pedicures and back massages... for me- the "sell" on those salons is availability- I can get an appointment same day usually and the service is always consistent.

good luck 🙂

[CareyJo]

I'm not in your line of work either but I am like @DinaLRosenberg and I'm your target demographic.  I would partner up with other salons who you have relationships with, to take their overflow clients that they can't get to.  You could also start offering referral bonuses to clients in the form of discounts.

[mitin]

Hi @CareyJo 
Thank you, I will try that, but unfortunately the Nail Salon business seems cut throat and not sure if others would send me overflow,  I am definitely looking into the referral bonus part, I appreciate the advice. Thank you
Mitin

[CareyJo]

You are welcome.  I'm sorry to hear that it is so cutthroat.  It's not like that here and our salons will regularly make suggestions of other places to call, when they cannot get someone in.

You know, you could be the catalyst for change... you could introduce yourself to all of the salons in your area and tell them that you're not looking to take their business, but if they ever can't get someone in, you'd love to be their backup call.  Maybe it will help them calm down a little bit.  Be sure and discuss with the owner what services they DON'T offer, so that you can offer those (if possible) and not step on their toes.  Example:  We have a ton of places that do not do pedis.  You have to go to certain salons to get them.  If you do them and they don't, you're helping each other out.

The bonus for your referrals can be all sorts of things - a discount on services, so many referrals can equal a free service, each referral can have a dollar value for a discount, you can offer special artwork at no charge, etc.  Just some ideas, but definitely worth thinking about.  If each referral was worth a dollar off, let's say, and they bring you five referrals that book and keep an appointment, they could get $5 off their next service.  You could require a minimum of five referrals to get $10 off or whatever.  Just always make it clear, in writing, that the bonus is not given until the referrals have held their appointment, so that you have earned money on them.

Wishing you the biggest success!  Be sure and tell us what you chose to do!  My hair/nail tech is doing stars and I earn dollars off my services with them and I love it. 

[mitin]

Hi @CareyJo 
Thank you again for the details and the suggestions,  I love the idea about being the catalyst for change, you have to start somewhere I guess. but that is really good positive and encouraging advice
How do you track the referrals? Is there a program that integrates with Square?
These are really good suggestions, definitely something for me to consider.

I appreciate it

[CareyJo]

You're welcome, I hope that whichever one you choose is super successful for you!

Our line of work is not really conducive to referrals, so I don't use them.  I believe that Square only has a rewards program you can build within your system, for customers to earn from you for purchases.  However, I'm sure there would be an easy way to track them outside of Square.

I've known some businesses who've done a referral program and they track it in a spread sheet.  They pass out a card that is the size of a business card and the person collects punches on that card and then gets a free whatever.  You can track the person who came in, what they purchased and who referred them.  Then the person that referred them has to come back and say "hey, did so-and-so come in?".  

If you have all of your clients in Square, I would think that you could add notes to each of them in some fashion, that tells you who gave the referral.  We don't put our clients in the system, so I don't specifically know how that would work.

I think the most important part of this is to first figure out what you want to give as the reward.  Then figure out what that reward costs in order to determine what the person giving the referral has to do, in order to receive the reward.

For example:  My referral reward would be 10% off any service over $5,000.  In order for me to give a $500+ discount, customer A would have to give me three referrals who book services and spend at least $3,000 with me, each.  That may not be the right dollar amounts, it's just what came to mind.  The point is, that you want to make enough profit from the new services, to be able to afford to reward something later.  Once you figure how what it will be and what the referring person has to do to earn it, then you can determine how to track it efficiently.

Hope this helps!

[emilyz123]

Your website is awesome!

People love rewards programs, I would highly recommend a very simple loyalty program (Book 5 services, get $10 off your 6th service etc). 

Perhaps also putting cards with promos in local gyms, spas (non competing), or hair salons that would cater to your clientele (and you'd do the same for them).

Good luck!