Marketing Basics for Salon Owners & Solo Stylists
Whether you’re running a full salon or working as a solo stylist, one of your biggest concerns is probably this:
How do I consistently attract high-quality clients who align with my brand and price point?
That’s where marketing comes in. At its core, marketing isn’t about discounts or gimmicks—it’s about understanding your ideal client and positioning yourself as the solution to their problem.
Step 1: Know Your Ideal Client
Before you post another ad or offer another discount, pause and ask:
Who do I actually want to attract?
What type of client am I most aligned with?
Who do I have the greatest opportunity to retain long-term?
Too often, stylists throw out random promotions that attract bargain-hunters who don’t value their brand. Then they wonder why those clients don’t stick around. The truth? You skipped the upfront work of defining your ideal client.
Step 2: Identify Their #1 Struggle
Once you know who your dream clients are, the next question is:
What is their biggest challenge?
Is it affordability?
Is it scheduling flexibility?
Is it location or convenience?
Is it the overall vibe and environment?
Finding this out might require more than guessing. Sometimes you’ll need to ask your audience directly, run polls, or gather feedback. The clearer you are about their needs, the easier it is to position your services as the answer.
Step 3: Go Where They Hang Out
Your ideal clients already exist—you just need to meet them where they are. That could be:
Social platforms like Instagram, TikTok, or Facebook
Paid ads on Meta or Google
Local colleges, networking groups, or community events
Cross-promotion with other local businesses
Don’t spread yourself thin. Choose one or two outlets where your ideal clients are most active and focus your energy there.
Step 4: Set Goals, Budgets & Strategy
Marketing is not “post and pray.” You need a plan:
How many clients do you want to attract?
What timeframe are you working with?
How much money will you invest in ads?
How much time per week will you dedicate to marketing?
Will you DIY or outsource?
You’ll also need to decide: are you leaning on organic marketing (time and effort) or paid marketing (money doing the work for you)? Most successful salons blend both.
Step 5: Choose Your Core Activities
Don’t try to do everything at once. Pick your top three core marketing activities—whether that’s Instagram ads, community networking, or email funnels—and commit to them consistently.
And here’s the kicker: be patient. Marketing results rarely show up overnight. Think of it like planting seeds—you won’t harvest immediately, but with consistent care, your efforts will grow.
Step 6: Track, Learn & Adjust
Social platforms give you insights for a reason—use them! Check in daily, weekly, and monthly to see:
How many people are engaging?
How many are clicking through to your booking link?
How many are actually booking?
This isn’t about your worth as a stylist—it’s about learning your client’s language. The more you track and adjust, the better your campaigns will perform.
Step 7: Build a Funnel That Converts
It’s not enough to run an ad—you need a client journey that makes booking effortless.
Clear call-to-action (CTA): “Click my booking link in bio.”
Working links: Test them! Broken links = lost clients.
Simple incentive: Example: “Get 20% off your first service.”
Nurture system: If they don’t book right away, follow up with an email sequence that offers tips, product recommendations, or reminders about their discount.
This way, even if they don’t book immediately, you’re still staying in their world until they’re ready.
Final Thoughts
Marketing doesn’t have to be overwhelming. When you strip it down, it’s about:
Knowing your dream client.
Solving their biggest problem.
Meeting them where they are.
Creating a simple, consistent plan.
Tracking and adjusting along the way.
This is just the starting point. If you’re ready to dive deeper, check out our other blog posts where we break down customized strategies for solo stylists and salon owners.
