Marketing for the industry Beauty

We work from the value of a client, not from a budget. A PLN 130 manicure every four weeks for two years comes to about PLN 3,400. If 45 clients in 100 return for a second visit, one new client is worth around PLN 1,600. With that arithmetic, PLN 100-150 for a client who came in and paid is a good deal, while PLN 30 for a lead who never reached the salon is a bad one. We will work this figure out for your own prices at the consultation.

They play two different roles. Google appears to people already searching for your service - it works for pricier, less frequent treatments. Meta reaches people who were not searching and gives them a reason to come - it works for frequent, cheaper services, where the decision is made on impulse. On a small budget we usually start with one channel and one service, rather than a little of both at once.

The most common reason: it was a “boost post”, not a campaign. A boosted post has no goal it works towards and no place where the client ends up - she goes back to the profile and that is that. The question we ask at the start is: where did that ad lead, and what was the client supposed to do there. If the answer is “to Instagram”, you already know where the money stopped.

Three things decide it: how complete the profile is (categories, services, hours, photos), the rate at which new reviews arrive - what counts is how many come in per month, not the total - and whether the name, address and phone number match on the website, in Booksy and on the profile. Without looking at the specific profile there is nothing more to say, which is why we do it at the consultation.

Ask after every visit, three days to a week afterwards, ideally by text with a link sent automatically from the booking system. Unprompted, one client in fourteen leaves a review; asked, the vast majority do. What you must not do: offer a discount for a review, or ask only the happy ones. Google's terms forbid it, and the penalty can be removed reviews or a suspended profile.

Not every salon does. A website wins when a client searches on Google, when the service is expensive and needs explaining, and when you do not want to be just one of many profiles in Booksy. It also does something a profile in someone else's app cannot: it presents the salon as a business with its own address, rather than an entry on a list next to the competition. A client who finds a proper website with prices, photos of results and descriptions of treatments before her first visit approaches it with more trust - and that matters most for pricier treatments, where she is weighing up whether to take the risk. But if you do PLN 130 manicures and your Booksy diary is full, we will say plainly that a website is not your first step - and show you what is.

That is a better problem than having no new ones, because it is cheaper to fix. Usually a few simple things are missing: a text reminder before the appointment, the offer of a next date while she is still at the till, a review request after three days, a message timed to the service (“it has been five weeks since your gel manicure”) and getting in touch with those who have not been in for three months. The first question is: how many new clients come back for a second visit. Most salons do not know, and that is where we start.