The Five Social Engagement Languages of Salon & Spa Clients

As social creatures, humans enjoy connecting with others. Hair stylists can often get an instant read on a client’s interest in engaging the moment they sit down. As experienced conversationalists, stylists can then navigate an exchange based on that initial interaction.

Similarly, good marketers must understand how to adjust their content strategies based on how their email and social media content is received.

From clicking to schedule an appointment to unsubscribing from a newsletter, your clients are reacting to the content you share. Here’s what they might be telling you and what you can do about it.

1. They never open your emails and do not engage on social media.

RE: Not interested

Your content is witty and engaging. You’ve researched the best time of day to send it out. You’ve even spiced up your headlines to get their attention. But if clients still aren’t engaging, don’t take it personally.

Across all industries roughly 80 percent of marketing emails go unopened. Sometimes, no matter what you do, a client won’t have the interest or bandwidth to respond to your call to action.

What to do: Try segmenting your list and sending a highly personalized message to clients who have “ghosted.” Sometimes a willingness to fight for their attention is enough to win them back. You can also send an opt-in campaign to gauge their interest.

2. They unsubscribe from your emails or unfollow you on social media.

RE: Annoyed

Most inboxes are overrun with promotional emails (cough, why Gmail implemented those three separate inbox tabs). Meanwhile, social media platforms are peppered with ads that interrupt personal news feeds. For some, it can be overwhelming.
Fortunately, even when a client actively disengages from your content, there’s still helpful information to obtain.

What to do: Start by asking why they opted out. Finding out why they left will give you valuable insight. After listening to (or reading) what they have to say, don’t take it personally. Instead, make a plan. Were there too many posts or were the emails sent too frequently? Were they off-topic? Have you been targeting the wrong audience? In any event, make any necessary adjustments and check to see how your engagement rates change moving forward.

3. They open your emails and/or like your posts.

RE: Interested

Cutting through the noise and holding the attention of your contacts is no small feat. Just one click can identify a possible lead or new client.

Be sure to track engagement levels and note which content gets the most attention. Did your social media channels light up when you posted that multimedia image of Beyoncé’s new hairstyle? Did your click-through rate soar once you added trendy keywords like balayage to your subject line?

Use these takeaways to guide your future social media and email campaigns, but understand that “opens” and “likes” are only part of it.

What to do: Make sure it’s easy for them to take the next step with a strong call to action. Your message should be clear, concise and easy to follow. Whether you use strategic placement or buttons to highlight your CTA, make sure it doesn’t get lost in the body of your message.

4. They reply to your emails and/or comment on your posts.

RE: Questioning

Congratulations, your content is working! It’s one thing to like a post or open an email. It’s another thing entirely to carve out time to draft a thoughtful response.

Whatever you’re doing has sparked an interest and left your audience thinking about your salon. But don’t rely on them to seek out answers on your FAQ page or go searching for reviews on their own.

As soon as you notice a potential client poking around, make the first move.

What to do: Engage with them! Make sure they get the information they’re looking for — whether it’s your rates, specialties or availability — don’t delay sending it over. If they’re still on the fence, you can help them decide by sharing exclusive offers, like a new client discount.

5. They call you after seeing an email or social media post.

RE: In need of your services

When they call to schedule an appointment or ask for directions, this is your time to shine. Your content marketing has all but gotten them into your styling chair — now all you have to do is impress them with your skill and talent.

If the flow of conversation feels right, try asking them how they found you. Note which piece of content struck a cord.

What to do: Ask them to share your content! Whatever was relevant to them will likely be relevant to their inner circle. You can also ask them to write a review or provide a website testimonial post-service.

Wrap-up:

A client’s engagement level, or lack thereof, can provide valuable insights into the effectiveness of your content. In both content marketing and client-stylist relationships, understanding your client’s language can give you tangible ways to build your rapport.