Updated: Nov 2, 2021
Starting With WHY
Go back to the very beginning, way back to the younger you that decided to get into the beauty industry. What was it about working in a salon that sparked excitement? Was it the fact you’d get to be creative on a daily basis, connecting with people and making them feel their best, or getting to escape the typical 9-5?
For those who transitioned into owners and leaders; what made you take that plunge? Was it your passion for helping stylists grow to reach their potential? Was it to be able to create your ideal client experience in your dream salon setting?
Establishing WHY you do what you do is the first step to creating an authentic brand both in salon and online. Having an authentic brand image is what sets you apart in an industry that is flooded with talented artists. There are incredible service providers in the salon world (hey, I'm lookin' at you reading this!) and there are clients suited for every single one of them. Once you’ve established your WHY, you need to focus on who, what, and how- the when and where will naturally follow.
What is Authenticity?
AUTHENTIC - GENUINE - ORIGINAL - REAL - ACTUAL - BONA FIDE - TRUE
Talent is abundant within our industry- we all know this because we hear about it through word of mouth and see it as we scroll social media. Many of them use the same product lines and provide similar service menus, so what is it that draws clients to one salon over another?
People are attracted to confidence, and nothing exudes confidence more than someone who is fearlessly authentic. This means being comfortable with being vulnerable, open, honest, and real. This translates more than we realize both on the floor with guests and through posts on social media. Being authentic in all settings will attract the right clientele and following for YOU because it will allow others to feel safe to be authentically themselves. In the world we live in where social media is king, trust is established long before your clients step foot in your salon, it starts from the minute they hit follow.
How to be Professionally Authentic
Be able to read your audience and adjust accordingly. As much as you want to portray authenticity, you also need to be professional and provide a comfortable service for your guest as well as resourceful and relevant content for your online following.
People respond to transparency and realness- so being open and honest with your clients and following helps to instill trust. Engaging with people also shows that you care about what they think, and this makes them feel seen and heard. Ask questions and then really listen to what they have to say. Being open to listening and reflecting on what others have to say will teach you how to better impact people and how to become your most authentic self in business.
How to Practice Authenticity on Social Media
Be REAL! Tell your audience WHY you love doing what you do, HOW your services can improve their confidence and WHAT products will truly solve their problems and make their lives easier! Tell relatable stories and provide information that is helpful and useful to your following.
FOCUS LESS on content production and more on creating awareness. Think about why you are making each post and how it will benefit, inform or entertain your audience. A gorgeous picture or video is great but unless you’re giving people a reason to stop at your post, they’ll keep scrolling and the impact will be lost. Don’t just post for the sake of it- post with PURPOSE!
ENGAGE engage engage! People love compliments, it’s human nature! The key is to keep your engagement authentic and true. When you see a post of a beautifully done bayalage, comment and let them know! If you see a post that makes you smile, drop in on the comment section that it made your day. You get what you give, so always make effort to spread kindness, praise and appreciation.
SHOW FACE! Yes of course people are following your page to see all of the beautiful work you do and the amazing products you sell, but, they are also there for YOU! Your guests love seeing snippets of your life and it will also attract potential guests that vibe with your authentic online presence.
A great rule of thumb to follow when it comes to posting on your business page is focusing on 80% business content and 20% personal/lifestyle. This means that the majority of your content is educational and promotional and it is sprinkled with posts about the person behind the posts! Keep it relatable, keep it informative, keep it interesting, authenticity is magnetic.
Social media is overwhelmed with phoney content that makes us compare and question ourselves. We are in the business of beauty and regardless of why you got into this industry, we do it mainly to make people feel confident and good about themselves. In 2021, this interaction needs to start online.
Here’s our challenge to you:
Ask yourself why you’re on social media and what you want your presence to look like. Then, ask yourself who you want to follow you. Is it potential clients or other stylists and owners? Once you’ve figured these things out, you can establish a game plan on how to present content in an authentic way.
Listen to a few podcasts with ideas on how to be the most authentic you on social media. Here’s a few recommendations of episodes about tapping into your authenticity to get you started:
Hair Love Radio
Authentic Sales with Jamie Sea and Sam Villa
Thriving Stylist Podcast
#017- The 6 Real Success Strategies Behind Social Media Super Stardom
Social Media Marketing Podcast
Personal Branding: How to Successfully Build Your Brand
The Goal Digger Podcast
001: Authentic Social Media Marketing with Jenna Kutcher
TAG us on social @salon.s.o.s in your posts where you focus on AUTHENTICITY! We love to share inspiration within our salon industry community!
Now go on and get creating! Create content that educates and inspires. Be genuine when engaging and forming connections on social. Be fearlessly authentic.
Get your daily dose of us and all things digital marketing @salon.s.o.s and keep your eyes peeled for when our next blog post will drop (you won’t want to miss this one!)