The constant flood of content on social media means marketing is no longer an option for barbers. But using it to build your profile and attract prospective clients are two very different things.
Here, Chris Foster, co-founder of Mentored by Menspire, explains why barbers need to be clear about who they’re talking to when it comes to marketing, with five top tips to help you get your messaging right.
1. Understand that there are two conversations
When it comes to marketing yourself or your business, it’s important to realise there are two conversations you need to have. One is with the client, and the other is with the industry.
When you’re marketing to clients, they care about how they look and how their barber or stylist makes them feel. When you’re communicating to the industry, it’s about building a profile for yourself and opening doors to expand your career.
2. Make your client your focus
When you’re marketing to clients through social media, or word of mouth, the message should be very simple: how will they look and how will they feel when they leave your chair? That’s what matters to them.
Show them results, post transformation videos and images, and use social media to convey the experience you can offer them. It’s about giving people an idea of what they can expect when they come to you.
3. Remember that the industry is a different audience
When it comes to marketing yourself to the industry, it’s a different game entirely. Here, it’s about your peers, the brands, the people you want to connect with, the opportunities, and potentially working in the UK or abroad.
The message should be built around your craft. Industry magazines and platforms talk to the industry. Clients aren’t necessarily going to read them, but coverage on these platforms can be a great way to influence the industry, work with brands or attract brand deals.
4. Be clear about what you want from your marketing
It’s really important to keep those two audiences separate because the goals are different.
With Instagram, for example, I always advise having a separate feed for clients because it has a different goal, a different message and a different desired result.
Client marketing is about:
· Getting more people through the door
· Showing results and transformations
· Building trust
· Creating a strong client experience
Industry marketing is about:
· Building your name as an educator
· Connecting with brands and other professionals
· Creating opportunities
· Securing brand deals
· Increasing your income
· Building your legacy
5. Be clear with your message
It’s essential to be clear with your messaging. You might have one voice, but you need to speak to your clients for a certain result, and then speak to the industry through magazines, events, and connecting with others.
So, it’s one hair professional, two different audiences, and two different messages.
Ultimately, you shouldn’t confuse the two. Be clear, so people understand exactly what they’re going to get from you. If the messaging isn’t clear, it gets confusing, both for you and for the people you’re trying to reach.