October 2009

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


The Beauty of an Online Presence

When you search online for a hair salon in your city, does your salon name come up?

If not, you’ve got to do something about it right away. Especially in a slow economy, fewer consumers (and as a result, fewer of your clients) buy hard copy magazines and instead, search online for their beauty advice and services.

It’s important to create some kind of online presence for your chair or your salon. Does your salon have a website? If you’re an independent contractor, do you have your own website?

That’s the best place to start. A website is a virtual necessity (no pun intended) these days; we just can’t really do business without one. Even just having a web page with your salon name, address and contact information will at least increase your chances of popping up online for hair services when a potential client does a search of your area.

Your website should include at the very least basic information such as the services offered, pricing structure and hours/days of operation. Your site should entice the online audience with beautiful photos of your salon, perhaps some photos of some of your finished work on clients, as well as a lovely description about you and your staff, including your areas of strength and specialization. It’s your showplace. Make it top notch. Find a good web designer and go for it.

Once you have your site set up, or if you already have your site up now, you should research and seek out appropriate organizations to link with. For example, your city’s chamber of commerce may be able to link your site with theirs as a start.

Also, your clients may have their own websites as well. Talk to your clients openly and consistently about what you’re doing with your website and salon. Let them know you’re launching a new website. You can include a testimonials section on your site where your clients can write their wonderful thoughts about you.

Also, they can certainly link your salon to their site if they have one, and they may even be able to write something positive about you on their site as well. Or they may be able to write a fabulous review about you somewhere else online. Even just a few online hits can create a little “buzz.”

Don’t forget blogging! It’s what’s happening, so get educated about it. Surf the net and look for blogs where you’d like to see yourself mentioned or featured. There are hundreds of thousands and some better than others. I’m sure you have a client who already has their own blog; establish a rapport and ask them to write about you.

Remember, that just like with reporters, you don’t have control over what is said about you by bloggers so it’s important to establish a good working relationship. And if you work with a public relations agency or marketing communications consultant, you need to ask for their counsel and/or have them involved in your online marketing plan from the outset. The ultimate goal is to continue the “buzz” so that other bloggers read about you and in turn, want to write about you as well!

Get more involved online and start exploring the possibilities. Get your website up and running as a start, link yourself as much as possible, and start connecting with bloggers. See where it goes. You may be surprised at how much traffic it may drive to your salon.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.



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