Q&A

Reel results

Chris Taylor, founder of The Social Selling Co, shares his advice on turning social media attention into bookings, and building stronger client relationships online

What’s the biggest mistake salons make with social media?

“A lot of people are spending time on social media, but they’re not really looking at whether it’s bringing them any return. The majority of people that you’re trying to get in contact with are complete and utter strangers and have no idea who you are.

“We do not want to go viral. We do not want to be reaching tens of thousands of people if we’re going to lose every single opportunity that comes our way.

“Most people thought Facebook died, but it has come back to life. Replicate your Instagram account on Facebook, you don't need a new strategy. Facebook groups are great; post some value-added content in there, and let people in your area know who you are.”

What should salons focus on with their Instagram profiles?

“My biggest recommendation is that you have a video that sits pinned on your Instagram account that explains who you are, what it is that you do, and displays how friendly and welcoming your salon is.

“The relationships you build are some of your best kept secrets. If you’ve got other people working in your salon, show them on your Instagram account. The more welcoming you can make your Instagram, the more likely that it is that someone’s going to actually book.”

What are salons getting wrong with booking pages?

“When you give people too many options, the easiest one to take is to not do anything. Think about the one link you could send every single new person to.

“Having a video on the landing page explaining the process makes the experience a lot more inviting. The booking process is cold, it doesn’t really showcase what you’re about. Suddenly, all of the fear of going to a new place without really understanding the experience is gone.”

What makes reels and stories work?

“Reels are a good way to grow when it comes to Instagram. The amount of time somebody spends watching your piece of content will determine how far it travels. The first six seconds of your videos are the most important part. If you can get a 90% retention rate after six seconds, you are already doing better than 99.1% of people. Reflect on content, anything that stops you in your scroll, you don’t always need to think of new ideas.

“Reels are how you get discovered, Instagram stories are then how you build up your relationships. Tell a story every single day. If a customer ever asks you a question, take note of it. Curiosity means that you can add value to the audience that is actually in front of you.”

What type of content performs best?

“Starting with the after is much more effective than starting with the before. Capture just three seconds of different treatment stages. Don’t create content with just one static talking head for 45 seconds. We’ve got to keep people engaged for as long as possible. Use movement and transitions; editing can make content a lot more engaging.”

How can salons use DMs effectively?

“Direct message (DM) is the part most people forget about. When they get a new follower, they don’t do anything with them. They sit and wait for that magical enquiry to come in. Introduce yourself, welcome them, then ask if there was a reason they followed you. Waiting for business is one of the biggest crimes we can commit in marketing.”

“We start with strangers that have never heard of you. We use reels for discovery, stories to build trust, DMs to drive people to the next step, and then the booking process connects it all together.”

Want to learn more about social selling? See Chris Taylor on stage at our Regional Growth Summit in Leeds on June 8. Register for free to join us at professionalbeauty.co.uk/leeds