How to target your ideal salon clients with Facebook and Instagram Ads
If you've ever done a simple Google search on "how to advertise yourself and your business as a beauty professional" , you've probably come across the advice to advertise to your "ideal client".
But who really is your ideal client? And how do you "target" them?
Another common question I get is, "Whenever I do a boosted post on Facebook or Instagram, it asks for my audience. Do I just choose the age, gender and location or a specific audience interest, also?"
These are great questions, and today's blog post contains the answer to all of them!
Hairstylists, nail techs, aestheticians, spray tan experts and waxers - regardless of your profession in the beauty industry, you have ideal clients, and once you find them and target them specifically, your beauty business will be changed forever.
So today, we’re taking a deep dive into locating your ideal clients and sending your ads directly to their eyes to make them fall in love with your beauty biz!
Who is my ideal client for my salon or beauty business?
An "ideal client" is exactly what it sounds like: the type of client that spends lots of money in your business, enjoys your service, and makes you feel like all your hard work is worth it. Your dream client!
You always want to attract clients who can afford you, who love the things that make you unique, and who will want to rebook and refer their friends.
Today I’m sharing a secret "targeting hack" to get the attention of your ideal clients - one that goes against the grain of what you probably think you’ve gotta do to reach the right clients with your advertising.
But before we get into targeting, I want to make sure we’re all on the same page when it comes to where to advertise - the most effective ad platforms on the internet, in my opinion: Facebook and Instagram!
Anytime you've been on Facebook or Instagram, you've seen ads. "Boosted" posts are technically ads, as well, because they're paid for.
They work very well for attracting ideal clients and building your appointment book when they’re done right. (in fact, I show you how to do that in my free class right here!)
But the one thing that people often get wrong with their ads is who they’re targeting - aka, their ideal clients vs. the option that’s suggested automatically by Facebook and Instagram.
For instance, when setting up Instagram boosted posts, it’s suggested that you choose “Automatic” targeting, but that’s a bad choice…don’t do it! When you choose “Automatic”, your ads will be shown all over the country to anyone who’s slightly similar to your followers. It won’t be targeted to people in your area, and it won’t be targeted to people who will be the most interested in your beauty business.
You’re also given the option to choose a wide selection of narrow targeting options depending on the interests of your audience, like “lash extensions” or “Ulta Beauty” or “Kim Kardashian”.
But how do you choose the RIGHT options? And how do you know if the options you’ll choose will work?
After all, the last thing you want to do is spend all kinds of money showing your ads to people who just won’t become clients!
The high-converting targeting secret to make your Facebook and Instagram ads successful
Before I give away my secret, I just want to tell you: this is the first time I’m sharing this outside of my course, The Ad Lab! I teach beauty professionals how to create and run beautiful, profitable Facebook and Instagram ads…but today, you’re getting a special sneak peek because I love ya!
Here are the three parts of the highest-converting targeting hack for your Facebook and Instagram ads!
1: Go broad in your targeting
Forget about all those fancy, specific targeting criteria. You need to choose your demographics! This is the age range, gender, and location of your dream clients. You know who they are…you’ve daydreamed about serving them since you first started! Gather a clear picture of them in your head and choose every option that could describe them.
If you’re not sure what to choose, ask yourself these things: who are your 5 favorite clients? Where do they live, and how far do they travel to visit you? How old are they? What’s their gender?
Maybe you specialize in blonding, and your clients are younger women aged 19 - 35 who live within 5 miles of your hair studio. It’s totally flexible and up to you!
2: Let the algorithm work in your favor
Trust in the advertising algorithm! Both Facebook and Instagram were built around knowing everything there is to know about their users (aka, your ideal clients!) They know whether your ideal clients are interested in mugs with dog faces on them, or buying plants for their apartment, or lash extensions.
That’s why broad targeting is usually best. Instagram knows your business, and they know who in your chosen demographic is most interested in your services!
3: Let your ad do the heavy lifting to attract the best clients for you
Here’s how this works:
Let’s say you’ve got a group of 10,000 women in your city who might be interested in your services, but they’re not all the right person for you.
Some just aren’t interested in gel manicures, or brow lamination, or waxing… whatever you’re advertising.
Some of them can’t afford your prices.
Some of them don’t have the same style, aesthetic, or taste as you and your brand.
Some of them just have a totally opposite vibe of what you’re about.
So how do you catch THE RIGHT people with your ad? The ones who would LOVE to try you out and who you’d LOVE to have in your chair or treatment bed?
You make an ad that reflects exactly who you are, so it attracts who you want!
Here’s what you need to put in your ad to attract your ideal client as a beauty professional
When you create an ad that’s tailor-made for your dream client, they know it right away. They watch the video all the way to the end (OR they hit “Send A Message” before they get through it because they need an appointment ASAP!)
You need to excite your ideal client and make them see without a doubt that your salon or beauty service is what they need in their life.
To do this, your ad needs to include:
YOU! Share your personality, vibe, what makes you YOU in your video and caption;
A description of exactly the service you’re advertising for, and who it’s perfect for (and maybe not perfect for);
Pricing! Otherwise you’ll just get a bunch of leads who ask your price and then ghost you;
Visuals that reflect your demographic. If you’re advertising to young mommas who are stylish and love a good spray tan, show that person in your ad!
Facebook and Instagram ads, when done the right way, can transform your beauty business from a quiet side-gig to a bustling full-time profession that allows you to live the life you’ve always dreamed of.
To learn more about how to make ads that attract ideal clients, grab a spot on my free class: How to Build a Full Appointment Book Using Facebook and Instagram Ads
