© Marek / Dollar Photo Club
“How can I get my photos shared and videos watched by more people? What do I need to do to generate more interest in my content?” In our conversations with salon operators, Team Helios is asked these questions often, and I’m sure you and your staff have probably had similar discussions.
VIRAL: Relating to or involving an image, video, piece of information, etc. that is circulated rapidly and widely from one Internet user to another.
So, what type of content leads to more “viral” behavior from your salon guests? There’s not one specific answer to that question, but here are a few ideas to consider as you formulate your content strategy for the season.
Let’s start with the obvious. “Marketing 101” gives us the Awareness Equation: FREQUENCY x IMPACT = AWARENESS. Don’t forget the frequency part! Repetition is the key– there is no chance for creating viral content if you are not consistently putting content out there. Also, make sure that your content is easily shared. Add the appropriate sharing mechanisms to social media platforms on your emails, marketing content, and display it in your store. Don’t forget to master the fundamentals.
Events are shared on social media at a higher rate than other content because events are inherently social. Create a special event at your salon surrounding a current local event (prom, sporting event, concert, show or conference, fundraiser, special salon promotion) and use hashtags (#) to link your event to a trending topic. Encourage your clients to share their photos and videos of the experience and when they engage with your social network, reward them with incentives.
Content that utilizes specific guest behavior always has higher engagement rates. Use the data that you are gathering in your Point of Sale Software (products and services purchased, number of sessions, etc.) and more closely align your messaging to your guests. Unique click-through and open rates are almost 100 percent higher on behavioral-triggered messages versus content that was sent as a “blast” to the entire list.
Check out these statistics: Tweets with images receive 18 percent more clicks, 89 percent more favorites and 150 percent more retweets (Buffer app social blog: “The Power of Twitter’s New Expanded Images and How to Make the Most of It”).
Adding a photo URL to your tweet can boost retweets by 35 percent (Twitter blog: “What Fuels a Tweet’s Engagement”).
Facebook Media reports that the number of users posting videos has increased over 75 percent this year. With the auto-play feature now available in Facebook, post compelling, shareable videos for greater engagement with your guests!
Develop your content strategy with these ideas in mind and as always, we’d love to help in any way we can. ■
About the Author
Chad Hankinson is the Vice President of Helios LLC (a division of New Sunshine) where he leads the teams for Helios Point of Sale (gohelios.com), the New Sunshine Marketing Hub (newsunshinehub.com), and Salon Stream (salon-stream.com). For the past two decades, Chad has actively built teams and software solutions to help small businesses grow, and build more successful relationships. Contact him directly at firstname.lastname@example.org.
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