Sarah had always prided herself on staying ahead of the curve. As the owner of Scissors & Style, she’d built a reputation for creating Instagram-worthy hairstyles that had clients flocking to her salon. Her feed was a carefully curated showcase of before-and-afters, trending styles, and behind-the-scenes glimpses of salon life.
However, lately, something felt off. Despite her growing follower count, new client bookings weren’t quite matching up. Sarah couldn’t shake the feeling that she was missing something crucial.
The New Face in Town
It was a Tuesday afternoon when Melissa walked in. New to the area, she exuded an air of polished professionalism – exactly the type of long-term, high-value client Sarah had been hoping to attract.
“I just moved here for work,” Melissa explained. “I needed to find a new salon quickly, and yours had great reviews on Google Maps. Your Instagram looks fantastic too, but honestly, I only checked that after I’d already decided to book.”
Sarah’s scissors paused mid-snip. “Really? I always thought Instagram was where most new clients discovered us.”
Melissa shook her head. “For me, it was all about location and reviews. I Googled ‘best hair salon near me’ and yours popped right up. The photos and information on your Google listing made the decision easy.”
As she worked on Melissa’s hair, Sarah’s mind raced. How many potential clients like Melissa had she been missing by focusing so heavily on Instagram?
A Shift in Perspective
That evening, after the last client had left, Sarah found herself diving into her salon’s online presence with fresh eyes. She pulled up her Google My Business listing and was surprised by what she saw – or rather, what she didn’t see. The listing was bare-bones compared to her meticulously maintained Instagram. The photos were outdated, there were only a handful of reviews, and crucial information about her services was missing.
“No wonder Melissa was impressed,” Sarah muttered. “We look great – if someone actually finds us.”
The Lightbulb Moment
As Sarah began updating her Google listing, she had a realisation. While she’d been pouring energy into perfecting her Instagram aesthetic, she’d neglected the very place where clients like Melissa start their search.
She thought about her own behaviour when looking for local businesses. Didn’t she always turn to Google first? Why had she assumed her clients were any different?
Striking a Balance
Over the next few weeks, Sarah implemented a new strategy:
- She updated her Google My Business listing with fresh photos, detailed service descriptions, and accurate hours.
- She started encouraging satisfied clients to leave Google reviews, explaining how it helps others find the salon.
- She optimised her website for local searches, making sure it appeared for terms like ‘best hair salon in [City Name]’.
- She continued posting on Instagram but now used it to showcase her Google reviews and drive traffic to her website.
The results were remarkable. New client bookings increased, with many mentioning they’d found the salon through Google searches. Sarah’s Instagram following grew too, as more local clients discovered and followed the account after their visits.
The Takeaway
Sarah’s experience serves as a valuable lesson for salon owners everywhere. While social media plays a role in building your brand, don’t underestimate the power of optimising your local search presence. Your ideal clients are out there, looking for you – make sure they can find you where they’re actually searching.
Remember, it’s not about abandoning Instagram, but about creating a balanced strategy that captures potential clients at every stage of their search. By focusing on both your Google presence and your social media, you’ll create a powerful funnel that turns searchers into loyal, long-term clients.
Are you making the most of your salon’s online presence? It might be time to take a fresh look at where your ideal clients are really finding you. A great start would be to get 100 reviews in 30 days with FLAGSALON’s handy free guide at https://100reviews.flagsalon.com/
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