Your probably like most stylists and barbers I know. You think; “I don’t need to do any marketing my business is 99% referrals and it will always be that way”. Now I will be the first person to tell you that referrals, especially organic referrals are the best marketing money can buy.
But why do so many of you fall into this referral only trap? Do you seriously think that when one of your clients hands their friend your business card that they are not going to look you up online before making that appointment? The 1st thing they are going to do is try to validate their friends claim, so why not help them.
What does your online marketing strategy look like? An outdated website, an abandoned Facebook page or abandoned twitter account. So rather than helping to validate your client’s claims about your work you have diminished your value and maybe even lost a new client. You don’t want to decrease your perceived value, especially if this referral meets all of the criteria of an ideal client for you, you want to increase your perceived value driving them to book that appointment and to continue to book with you and then refer their friends and family, etc, etc, etc. Until the loop happens again and again and again, until your so booked doing the work you love that you have to turn people away!
Outdated marketing material will end up costing you more in the long run both financially and emotionally, then the initial cost of getting it right in the 1st place. You may not want to invest in marketing because it seems like such a large expense and referrals are so cheap. But how many customers are taking their money else where because your website didn’t show that you were up with the current trends or it has one of those great cell phone “selfies” everyone is taking these days. If your marketing material shows that you don’t care about your business what does it say about how you feel about your customers?
What about emotionally, what if you have shifted gears and there is now a specific hair style out that you love to do and your really passionate about, but all your marketing materials speak to a different genera or style. Your going to attract clients of the style and genera your marketing materials reflect. Because you put those things out to the world so that’s what people will perceive as your niche in the styling market. Now you are doing hair in a manner that you used to love but now has become an annoyance rather than focusing on what your passionate about and what drives you and allows you to move yourself forward in your career.
What if you want to break into other markets, IE fashion and runway shows? If one of your clients refers you to one of their friends who just so happens to be launching a new clothing line, what do you think that person is going to do? They will be looking for your portfolio, and the easiest place to find it, in the palm of their hands on the internet.
Referrals are great and should be a part of everyone’s marketing strategy, but don’t get caught up in the trap of Referrals only, you could be hurting your self in more ways than one. Especially the importance the role of the internet plays in our lives today. If you don’t have a website people think your irrelevant.
Do you need help revamping your online marketing campaign? Email me or give me a call to schedule your free one hour consultation.