• Confident salon owner standing proud in her modern studio.

    Create A Salon Marketing Plan That Actually Works

    Free Your Evenings. Fill Your Chair.

    No more guessing, scrambling for content, or posting just to post; a focused, realistic approach to attract better clients

  • Grow Your Salon with Confidence

    Is your salon feeling a little quiet lately? Maybe new bookings are slowing down, clients are stretching out their visits, or you’re stuck doing everything yourself while your team’s columns stay half-empty.

    We get it—because we’ve lived it.

    With over 15 years in the industry, we know that every salon needs a strong digital presence to grow—not just a website, but a real plan that fits your brand, your clients, and your day-to-day reality.

    Whether you’re here for a website, marketing advice, or just some guidance from someone who truly understands this world—you’re in the right place.

    Let’s fill those chairs, take some pressure off and get your evenings back.

  • Salon Marketing for UK Hair & Beauty Businesses | Websites for Salons

  • The Plan Behind Your Salon Marketing Plan

    This is the plan before the plan: the foundation to help you map your salon marketing in a way that feels doable—and actually works.

    Firstly I want to say well done for being a dedicated salon owner and entrepreneur, I know already that you are working hard to create a businesses that provides for your team and family, and continues to grow steadily, I know this because you are here, most likely in your own time putting in the effort to broaden your knowledge, expand your business and create security for everyone around you.

    Whatever your reasons for being here though, I can assure you we have probably been through it. In the 15 years of owning salons we have been close to bankruptcy, multiple salon owners, had all our whole team walk, won multiple national awards, been hit with tens of thousands of pounds in VAT bills, and now (for the last 5 years) run our UK salon from a tropical island in Southeast Asia.

    That is not a brag, believe me I wrote this marketing plan originally for our team in the UK, as I feel we have been a little complacent of late, but if it can help others then I happy for you to have it too.

    So whether times are tough right now, or like us you just feel like things need a little boost; below is a simple straight forward way to construct and deliver an effective marketing strategy. I hope it helps!

    There really is no set marketing strategy for any business, as every business is different even in the salon industry, so this is how to write a marketing plan specifically for your Salon. Enjoy

  • In Order To Move Forward We Have To Look Back

    First off, let's resist the urge to dive straight into “the plan.” It is tempting, I know, but hold your horses! We need to look at the big picture first. Reflect on what you have achieved and where you aim to go.

    So for steps 1 to 5 I want you to grab yourself a cuppa, notepad, your booking system, and last year’s accounts. Don't worry it is nothing too technical, but it is important to write the answers to the upcoming questions down, as it is going to help later.

    Once you have reached step 6, we can start figuring out your monthly digital marketing and PR activities to help you get to where you want to be.

    BTW. Although step 6 does involve your team, if you have a manager I would involve them right from the start in this reflection stage as their insight may really help.

  • Step 1: Take a Good Hard Look at Your Salon

    ~ 3 TO 5 HRS

    Before you jump into the fun part of marketing, it is crucial to evaluate what has been working for you and what has not.

    Ask yourself some tough questions about your salon’s finances, marketing, PR, and customer service.

    This includes everything from assessing your financial goals, the performance of your website, to understanding your customer service standards.

    Do not skip this step! It's going to set the foundation for your Salon Marketing Plan, and it's a lot easier than you would think and It's only 15 questions.

  • Record your answers to the following questions...

  • Step 2: Setting Goals, That Actually Work

    ~ 2 TO 3 HRS

    Let's dream a little. Close your eyes and visualise your ideal salon.

    Think about how your perfect salon looks, feels, smells and sounds.

    Visualise your website, social media, branding and portfolio.

    What number of new clients you want to attract and what your profit figures look like.

    Now, think about how you can achieve this dream salon and set SMART goals (Specific, Meaningful, Achievable, Realistic, and Time-limited) to make that dream a reality.

  • Record your answers to the following questions...

  • Step 3: Crafting Your Business Strategy

    ~ 3 TO 5 HRS

    Map out your broad approach to your salon marketing, like branding, services, pricing, and promotions.

    Remember, a good business strategy and marketing plan can set you apart from other salons and your competitors, and boost client loyalty.

  • Consider the following examples. which give a glimpse into the broader perspective of salon marketing. The detailed tactics and tools will be discussed further in this guide.

  • Step 4: Budgeting and Resources

    ~ 1 HR (STEP 4, 5 & 6)

    Decide how much you want to invest in marketing.

    Typically, B2C marketing spend is around for 5% to 10% of your turnover, with small businesses recommended to spend closer to 12%

    That figure can seem a little daunting, however when spread over a 12-month period, it is far more realistic and achievable, especially if you calculate the few extra services you would need to add to your book to cover it.

    Remember, marketing is an investment in the growth of your business. It is important to choose a budget you are comfortable with, as you don't want to feel resentful if you do not see immediate results.

    It may be tempting to pull marketing spend when you are not inundated with bookings, but stick with it and keep in mind the long term goals.

  • Step 5: A Balanced Marketing Plan

    ~ 1 HR (STEP 4, 5 & 6)

    Do not put all your eggs in one basket.

    Your Marketing plan should never focus on a single aenue, like only using social media.

    Mix it up with a variety of channels but be careful not to spread your message too thin.

    Not everyone is on Facebook or Instagram or passing your premises.

    But using a combination of these salon marketing ‘tools’ can help you dramatically improve your chances of being seen by potential new clients, of course the adverse is true too; choose too many and your impact in each will be limited reducing your chances of meeting you clients’ eyes.

    Find the right balance that works for your salon.

  • Step 6: Public Accountability

    ~ 1 HR (STEP 4, 5 & 6)

    Ensuring you stick to your goals, keep your team on track and remind yourself of what is at stake.

    Share the process with your team when it is complete, not only is it a fantastic way to stay committed to your plan, but you need everyone else to be committed too. The worse scenario is that you work hard implementing the new plan and others in the team are undermining your work.

    Share your ideas with them from the outset and involve them in your plans.

    Use them for their strengths, for example I am a web designer, marketing expert and salon owner, however I have limited experience with ticktock; our 16-year-old apprentice however could run rings around me!

  • Step 7: Making It Happen

    ~ 2 -3 HRS

    So you now have your team onboard and have established:

    1. Where last years marketing succeeded.
    2. What you want to achieve in the coming year.
    3. What your business goals are for the same year.
    4. Target audience and marketing messages.

    Now, let us take everything you have planned and put it into action. Start with a simple list of marketing activities for the year. It is a good idea to plan down to the day on your marketing tasks, but its always easier to start with a yearly overview.

  • To save you time I have put one together for you with events for the year on it, plus brief marketing examples for each one.

  • Step 8: Customizing Your Marketing Calendar

    ~ 1 -2 HRS (STEPS 8 & 9)

    Use the main events throughout the year as a starting point.

    Use the list above but include your salon’s unique events, initiatives, and business strategy.

    Think about loyalty programs, client retention, and increasing the average spend per visit.

    All of this can be added to your Salon Marketing Calendar.

    Start with the current month and answer the following:

    1. What is the main marketing event?
    2. What business initiative will you be working on?
    3. What changes/actions will you need to take on a weekly/daily basis to achieve these?
    4. Who in you team will be doing what?

    Runing a salon, and working on the salon floor is hard work, so if at the very least you plan marketing only for the events listed above right now - thats enough to get started.

  • Step 9: Keep It Realistic

    ~ 1 -2 HRS (STEPS 8 & 9)

    Ensuring you stick to your goals, keep your team on track and remind yourself of what is at stake.

    It is easy to get over-excited and plan too many activities. Stay grounded and realistic to ensure the quality of your marketing efforts.

    To start with it is best to do the absolute minimum to achieve the outcome.

    Concentrate on making the core changes for the first 1 – 3 months, once these are automated, you can start to add in more marketing actions.

    Past 1 year you should have at least the core marketing events on autopilot.

  • Do not think of this marketing plan as one year, think about the longevity in what you are doing. The strategy you put in today may only see results in 6 months time, but once your audience begins to grow your salon gets more reach, so that the impact of your marketing, beyond 6 - 12 month is greater.

  • STEP 10: Staying The Course

    ~ 4 TO 8 HRS EVERY WEEK

    Make as much effort booking in marketing time as you do booking in clients

    Running a salon is busy work, but being available for marketing is crucial. Prioritize it to keep your business thriving. Set time aside everyday IN YOUR WORKING DAY. Do not treat marketing as a leisure activity done in your time off, even if it is social media.

    Plan time in your team’s column for the same, if necessary, extend appointment times to incorporate better customer service, before and after photos, sharing results on social media, and collecting feedback; that extra 15 minutes could bring you 100 new clients.

    And there you have it! A simple, effective way to give your salon or aesthetics business the marketing boost it deserves. Remember, it is all about understanding your salon business, setting clear goals, and using a mix of strategies to reach your audience and achieve those goals.

    Good luck, and feel free to get in touch if you need any help!

  • Instagram Won't Grow Your Salon... ...Learn How Your Website Can

    Free Video Training: Our Strategy Breakdown


    Watch the free video now to see the exact 4-step system we use to help salon owners like you attract better clients, save hours every week, and finally feel proud of their online presence.

    (NO FLUFF. JUST THE EXACT STEPS TO BUILD A PROFITABLE SALON WEBSITE THAT SAVES YOUR TIME.)

    Cookie Use
    We use cookies to ensure a smooth browsing experience. By continuing we assume you accept the use of cookies.
    Learn More