Beauty Biz Marketing Basics: Finding Your Target Audience
Photo by Matheus Bertelli
Why Creating a Target Market Matters
There’s a saying in business and marketing that goes “Niches get Riches!” Look at us for example. We at the salon hub don’t just teach digital marketing, we teach digital marketing for studio salon pros specifically. We realize that in order to properly serve and attract you, the studio salon pro, we need to really hone in on who you are, what you do, how much you make, and what you want in order to make a service and a community you want to be a part of! You have to do the same thing for your salon business. When choosing which local salon suite location you want to open in, and when you’re using any digital media to try and get people in your chair, you need to think about who you perfect customer is, where they are, what they like to do, and more. Knowing these critical pieces of demographic information is paramount to your business’ success!
What You Need to Know About Your Target Customers
When creating a target market for your salon you need to determine or define some key demographic information. We suggest thinking about your top 5 customers you have right now or had at the salon you started in. Some basic info you need to know:
Gender - are you planning on marketing to men or women, or both? If both, what’s the breakdown: 50-50? 70-30? This should inform the type of content you create!
The age range of your clients - If you have younger clients (18-35) videos will be big, as will TikTok and Instagram. If your clientele skews older, you may want to be more active on Facebook.
Where your clients live - Are they close to your salon location? Where else do they frequent? You can use these details to get in front of other similar types of customers and it can help inform where you place ads should you choose to do so.
Education level - Based on the average education level of your clients you’ll want to adjust the type of content you make or adjust the wording you use to speak more to their core competency levels.
In addition to these more basic bits of information, you’ll want to know their interests, what they like to do on the weekends, where they like to go for fun, and what kind of groups do they belong to. If you want to find more clients like your top 3-5, you need to create content and use hashtags that will likely reach people with similar interests and features.
A target market worksheet to get you started
As a supplemental worksheet to our e-book, we have created an audience definition worksheet that will help you narrow down who you want to talk to, so that you can create content specifically for that group of people! This exercise will help you figure out who they are, what they like to do, where they like to go, and where you need to be in order to get in front of them. Because when you cater your content to a specific group, they are more likely to feel seen, more inclined to start building trust, have a higher rate of engagement, and are more likely to book!