Look ahead with digital marketing

You don’t have to be an expert to use digital marketing, as it is available to everyone at every level. The benefits of using digital marketing for your hair salon are that it allows businesses to be responsive, inventive, and cost-effective and the NHBF explain how to capitalise on this.

Lucy Watson-Smith, NHBF director of marketing, says: “As the industry navigates the economic fallout of Covid-19, there’s never been a better time for hair salons to unlock the value of digital marketing.

“Since the Covid-19 pandemic, people want to support small businesses, particularly those in their local communities. The best hair salons are the ones that use online marketing tools with a focus on building a sense of community”.

How does digital marketing help salons?

The important thing is to develop a solid social media and online presence. Facebook, Twitter, TikTok and Instagram are good starting points. They allow ads to run on their site. Paid social media advertising is great for raising awareness with audiences who might not know your business exists. And remember, engagement is more important than followers, not least for the opportunity to get instant feedback from your clients.

Here are some cost-effective digital marketing strategies that can help you be a stellar salon:


Instagram and TikTok are perfect for salons because they’re creative and visual platforms.

Post regularly and always use high-quality images and video clips.

Ensure your content will catch the imagination of your target audience. 


Great to build a local following of potential clients.

Tell people about your business in the ‘About’ section and add a profile photo and a ‘cover’ photo.

Add a ‘call to action’ button at the top of your page. Use this to direct people to your website or encourage them to make an appointment.


Ideal to follow and be followed by people in your sector to build a business community.

Ensure the content you upload is relevant to your followers.

Find out more about using social media: nhbf.co.uk/social-media/


A website is your virtual shop window and an essential marketing tool to help your salon stand out from the competition and attract new clients. Ensure it’s easy to navigate, visually appealing, and worth visiting.


E-marketing is a simple and affordable way to build loyalty and trust with your clients.

An email with engaging subject line followed by a brief message written in your distinctive style will help build your hair salon brand and inspire loyalty among your clients.

Find out more about e-marketing: nhbf.co.uk/e-marketing/

Paid search advertising

Web browsers such as Google, Yahoo, and Bing allow businesses to run ads on their Search Engine Results Pages (SERPs). Paid search advertising is an excellent way to target potential customers searching for a service like hair salons. It’s cost-effective, prices starting low as £2, and you can choose the demographics you want to target.

NHBF Members can download a free marketing plan guide: nhbf.co.uk/marketing-guide/


The National Hair & Beauty Federation (NHBF) is the UK’s largest trade body for businesses working in the hair, beauty and barbering industries. NHBF provides specialist business support, advice, and backup to hair and beauty salons as part of its work. Find out more: nhbf.co.uk

Join the NHBF before the end of October and quote SAL25 to get £25 off your membership fee.