How To Use Facebook Ads To Grow Salon Leads and Grow Sales
Facebook marketing for salons works so well that you can now create a steady flow of ongoing leads every month for many different retail services - lash extensions, hair, brow, nails, blow dry, and more.
If you’re looking for beauty salon advertising ideas, the strategies outlined in this post will skyrocket your sales and lead generation efforts so you can stay a step ahead of your competition.
In this post, I will show you, through demonstration and actual results, the 7 most critical factors necessary for a successful Facebook marketing campaign that will produce a steady flow of leads month after month.
Most importantly, however, is that many of your salon or spa competitors are stuck in the dark ages and have not embraced Facebook ads. So you have an advantage now - seize the opportunity.
Who is this post for?
Any salon or spa manager or owner that offers salon services: hair, blow dry, nails, eyelash extensions, and other retail beauty services, such as, but not limited to the following:
One crucial factor to get out of the way right away is that Facebook is pay-to-play.
Without ads, you cannot get your company, product, or service in front of anyone on Facebook. At best, your exposure without ads is severely limited - almost non-existent – in the low single-digit percentages (2% - 4%) of your page’s fans. You even need ads to reach your page’s fans. And, page fans are not necessarily even good targets.
The good thing is that you have almost unlimited ability to reach your ideal target customer with ads.
I will use lash extensions as a retail service to demonstrate how to target your ideal salon or spa customers to get leads that convert to sales. The Facebook advertising approach we’re demonstrating here is a similar strategy with any salon service.
At the end of this, you will know the essential elements necessary to generate a list of customer leads from Facebook (see below). The below screenshot shows a partial list of customer leads from one such Facebook ad campaign. Imagine accessing leads like this on a daily basis - eager fans wanting your services?
Below is a line chart showing how many leads came in per day and the cost per lead each day. All the leads had a first name, last name, email address, and phone number so they can be contacted right away and booked for an appointment.
These Facebook campaigns can produce leads as low as $3.
Your mileage will vary, of course, depending on many factors (product/service you’re promoting, competition, seasonality, etc). But the good thing is that we’ve successfully run these lead generation campaigns from the northeast to the southwest and everywhere in between in the US with similar results, and you can find the same success, too.
For this post, I will show you the essential success factors for running a Lead Generation campaign that uses Facebook Lead Ads – arguably one of the best Facebook ads for salons.
What is a Facebook Lead Ad, you ask?
Lead Ads are a special lead type in Facebook that allows you to capture salon customer leads right within Facebook.
What makes Lead Ads unique?
They are super easy for you, the advertiser, to set up and use, and even easier for the potential customer to use and send you her contact info.
With Lead Ads, there is no need to set up a landing page (more on that later) or forms that a prospect must awkwardly try to fill out on a mobile device.
Lead Ads capture potential customer information right within Facebook using a form that Facebook will prefill with the customer’s information. All the customer has to do is hit the Submit button and away goes their contact info to your inbox.
Here are the 7 Critical Success Factors To Capture Salon Leads
Choose Campaign Objective
Facebook has more than 10 campaign objectives. This is the first important step.
Each Facebook's 11 campaign objectives aligns with a different business goal.
For example, Brand Awareness, or Reach (showing your ad to as many people as possible), or Engagement (related post here on why you should not use the Boost Post option, which is the same as an Engagement campaign objective).But for our discussion right now, we are choosing the Lead Generation campaign objective designed to deliver customer leads to you in the form of Phone Calls, Messages, or Form Leads with the customer’s name, phone number, and email address. So our example is using Lead Forms.
Which Salon Service Do You Want To Promote
The type of product or service you are promoting will affect your targeting
For lead generation campaigns, the more you can be specific, the better. What you want to avoid is a general ad such as, Contact Us About Our Full-Service Salon Services. Or an ad that is more branding oriented reflecting a social cause that you're aligned with. These types of ads have their place, but Lead Generation is a direct response marketing tactic so you have to appeal to the immediate need and pain points of the customer to get good conversion rates.
What always works better, for example, is:
Book Your Appointment For An Initial Set of Lash Extensions - $89.
The reason for the specificity is that you can tailor your ad imagery and copy to that specific service or product and the unique needs of the customer, which then affects your Facebook ad targeting (we'll get to more of that in a moment). For this example, we can specifically identify people that have an interest in lash extensions.
Which New Customers Do You Want To Target?
The type of product or service you are promoting will affect your targeting
For for our purposes here, we’ll use Lash Extensions as a service.
Ad targeting is where Facebook really shines and rises above all other ad platforms – its advertising offers unmatched targeting abilities for you as an advertiser.
For this campaign, we are drilling down into the following customer features of our ideal customer persona and women we know that will highly likely be interested in our services.
Facebook offers the following general buckets for Detailed Targeting:
Here are more targets as well – people that have an interest in eyelash extensions.
Keep in mind that as you layer more targets, your audience size will change. What’s important is maximizing the size of your audience with the right balance of Interests and Behaviors.
Your targeting will change depending again on the product or service you’re advertising.
What Geographic Area Are You Targeting?
Where on the map do you want to show your ads?
Whether you’re in an urban, suburban, or rural area will determine how you should set your geographic targeting for your ads.
Some of the smallest geo-targeting is a 1 km radius – appropriate in a densely populated area like NYC. However, if you’re in a suburban area, your customers are likely willing to drive 5 miles, perhaps 10. And if you’re in a rural area, 10+ miles is not unreasonable for a customer to drive to see you.
Facebook provides many options to target the locations that are ideal for you – you can target by state, city, county, zip code, a radius by dropping a pin on a map, and more.
As we discussed with Interest, Behavior, and Demographic targeting, you also want to maximize your audience size here, too, so go as wide as you reasonably can. Of course, you can always adjust the targeting later if you find you’re getting people too far out.
For example, here I typed in Del Mar, CA. You will notice a slider that you can drag out to include a larger target area, or you can click, “Current city only.” So choose the widest radius you can reasonably go here to maximize your audience.
You can also exclude geographic areas where you do not want your ads to show but use that sparingly again to maximize the audience size so that Facebook’s algorithm has the most data to work with.
You will notice in the screenshot above where it says Del Mar, there’s another drop-down that is set to, “People living in or recently in this location.”
The below screenshot includes all the options– select the first drop-down option.
Ad Budgets – How Much Should I Spend?
More budget equals more leads and exposure
As I mentioned at the beginning of this post, Facebook is pay-to-play. Larger ad spends equate to more exposure and more leads.
Start with your sales goals.
Salon and spa lead costs vary, but an excellent place to start is to assume $12 per lead and back into the spend (based on historical data from many campaigns we have run in the past, but the cost per lead can range from $3 - $20). If I want 40 new leads, I need to spend approximately $500 in ad spend per month, assuming $12 per lead.
You could stop right there for estimating an initial budget to reach your marketing goals.
But if you want a handle on managing your campaigns like a pro, build a simple ad spend model and track your results.
Here’s a simple model with reasonable estimates you can use. This one was built using Excel.
You can then plug in different numbers into the Ad Spend Model to see how your sales and profits change.
Try lower or higher cost per lead; perhaps your average order is larger or smaller than $100; what is your closing percentage? Work the numbers and see where your profit is optimal (after all, the ultimate goal of any business is to maximize its profit).
Operations play a crucial role in the success of your marketing campaigns. For example, if you don’t follow up on leads quickly enough, if your staff is not trained well and does not have sales skills, then your investment in advertising is not as profitable.
Abandoned form ad targeting
Some people will interact with your ad but will not fill out the form and abandon the process for whatever reason. However, because these potential prospects did show initial interest, we want to retarget them and give them another opportunity to convert – this will further squeeze more leads and more value from your Facebook ad spend.
We want more than one bite at the apple.
Facebook allows us to target these looky-loos.
All we have to do is create an Audience within the Audience Manager.
Once you click Next, you have more options:
Then all you have to do is click “Create Audience” and use it in your targeting which we discussed above when selecting Interests, Behaviors, and Demographics. However, in this case, you would want an ad set dedicated specifically to retargeting the Lead Ads campaign – do not add any other targeting.
Retargeting Lead Ad forms is one of the hugely compelling reasons why using Facebook ads can be so successful for leads and return on ad spend. What other advertising channel can you leverage retargeting like this?
Customer-Focused Landing Pages
Custom landing pages, in this case, are not necessary but will help squeeze even more value and more sales from your ad spend.
Because we are using Lead Ads, the prospect’s contact information is already captured within Facebook, so you already have the lead. But you can direct people to a landing page aligned to that product or service that the prospect sees only after they have submitted their information.
A landing page can help give them a warm fuzzy, build rapport and trust and increase conversion rates. In addition, some potential prospects will want to learn more or possibly act right now, so we want to give them that opportunity.
For a landing page, make sure to include an in-depth description of the service, features and benefits, customer testimonials, and, of course, a click-to-call phone number so they can call and book right away instead of waiting for you to contact them.
Lead Nurturing - Email Drip Campaigns
Not all leads will want to book an appointment right away for various reasons – perhaps they were distracted with other events or just not ready for whatever reason.
If you can avoid it, don’t let those leads go.
Those leads you don’t close right away, put them into a lead nurturing campaign where you use email to drip them helpful content over time. You paid for this lead, don’t let it go until they either book an appointment or have opted out entirely.
There are many email service providers (ESPs) to chose from. Some that go from simple and inexpensive to robust, powerful marketing automation platforms. Whatever you decide, email drip campaigns are hugely effective at squeezing out even more value from your initial ad spend and not hard to set up.
So to wrap up successful Facebook ads for beauty salon products and services that produce leads:
- 1Choose the correct campaign objective: Lead Generation
- 2Targeting: Decide which customers you want to target with Facebook’s psychodemographic targeting (a fancy way of saying, Interests, Behaviors, and Demographics)
- 3Geographic targeting: What areas do you want your ads to show?
- 4Ad Budgets: How much should you spend on Facebook ads?
- 5Retargeting those customers that interacted but did not submit the form
- 6Customer-centric Landing Pages
- 7Lead nurturing campaigns for those leads you do not close immediately