316 What Most Salon Owners Get Wrong About Marketing

In this episode, I’m kicking off a brand-new three-part series on one of my favourite topics - marketing. When I had salons, marketing was something I loved, and it even won us a few awards. But here’s the thing: most salon owners completely misunderstand what marketing actually is.

So today, we’re starting at the beginning, with the real definition of marketing. I’ll walk you through what I call the three functions of marketing: attracting, converting, and retaining clients. You’ll see why most salons only ever master the first part and how that keeps them stuck on a hamster wheel of constantly chasing new clients instead of building a business full of loyal ones.

By the end of this episode, you’ll see marketing in a whole new light, not as something you only do on Instagram, but as everything you do from the moment a client hears about you to the moment they decide to come back again and again.

IN THIS EPISODE:

[00:51] The question every salon owner needs to answer: What is marketing?

[02:16] Three definitions that redefine how you see marketing

[03:01] Why most salons are good at attracting clients — but not keeping them

[04:16] The maths behind one new client a day

[06:13] The “leaky bucket” metaphor for salon marketing

[08:51] The real work of marketing happens inside your salon

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Until next time!
Antony

RESOURCES MENTIONED IN THIS EPISODE:

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