As a bootstrapped salon owner, you have to think of creative strategies to most effectively use the limited resources you have. Cost-effective and free marketing strategies can help you get initial success and even grow and establish your brand as you continue to increase your sales and improve customer services.

Set up your free Google Business Profile

Google Business Profile (formerly Google My Business) is a free, easy, and effective way to get your local business listed with the world’s largest search engine. An optimized GBP ensures that when people look for businesses like yours, they can find you on Google Search and Maps — two of the most effective ways to get new clients.

How do you optimize your GBP?

Suppose you want to show up on people’s search results when they type in ‘esthetician toledo OH’. To achieve that, add your complete address and location in your GBP, add service timing, a contact number, the website link, and a bio.

You can also fully personalize your Google Business Profile by adding your logo, service menu, pictures, reviews, and more.

Run an optimized website and blog

Building a professional website for your salon can put a serious dent in your limited budget, but thanks to countless DIY website builders, you can now get a snazzy website up and running in no time under $100.

A few quick strategies to ensure your website is optimized:

• Speed up your website by keeping only the most relevant and necessary content on it.

• All images on the site must be optimized: high-quality, right size and dimension, and with alt-text

• Create a mobile website. If you can’t afford a full-fledged app, a progressive web app is the next best thing. It’s inexpensive and does the job.

• Invest in technical SEO. Talk to an SEO consulting firm and negotiate a deal that’s budget-friendly and helps you prioritize your goals. SEO is something that you probably cannot DIY effectively and can benefit from hiring professional experts.

Please keep in mind that these are just starting points and you’ll have to dive deep into the topic of SEO to glean any beneficial strategies and results.

Set up an active blog for content marketing

A website alone for a newly launched salon business may not be enough if you are looking to use it as a marketing tool. For that, you need a blog.

Content marketing has blown up on the internet and businesses of all kinds use blogs on their website to position their brands as thought leaders and experts.

For a salon studio owner, there’s a lot of potential in it for you. Setting up your blog allows you to talk to customers in your voice and share with them your expertise. Posting regularly on it, talking about hot topics, addressing common concerns, busting myths, and sharing new ideas are different ways to assert your credibility and status as a professional esthetician.

Invest in word-of-mouth marketing and referral programs

Happy customers are potential brand ambassadors no matter your industry. When someone leaves your salon feeling like a million bucks, they are likely to tell others about their positive experience.

Take advantage of that and incentivize what people are already doing. Offering referral discounts to every customer who brings in more clients creates an overall happier and growing client base.

Install an online booking system

Though it may not be as cheaper as you’d like, it’ll be immensely cost-effective. Providing the opportunity to book their appointments online helps customers do it at their ease. Convenience ensures that customers will be more likely to follow through with their appointments.

Installing an online booking system also helps you keep up with your work calendar more efficiently. You can set up the system to set automatic reminders for rebookings so your clients know when they are due for their next facial.

Streamlining your booking system may not be a direct marketing attempt, but it frees you up from repetitive admin duties and allows you to focus on more creative work.

Collaborate with local businesses

Partner with local businesses where you can create win-win situations for all parties by combining services and products.

For example, get in touch with a yoga studio and offer a day of wellness and relaxation. You could also partner with local boutiques or beauty stores where customers get to win discounts for both businesses by utilizing services from either.

Remember, however, your success will depend on choosing businesses whose values and goals align with you. When both target markets see the collaboration as natural, long-lasting community relationships become established and successful.

Run Google Ads and Pay-Per-Click campaigns

Traditional advertising is expensive. But digital advertising where you run PPC campaigns or Google ad campaigns allows you to focus on niche keywords and thus get more out of little investment.

Correct targeting will be key here. You want to avoid high-traffic general keywords and focus on localized keywords: phrases that people use when searching for local salons in your area.

A huge benefit of paid digital advertising is that you get quick results. Your bootstrapped salon can expect to see results in just a week or two and thus establish dependable streams of revenue.

Other marketing efforts, like SEO, take more time to develop but are unmatched when you want consistent success with organic investment.

Create and market your video content

TikTok has increased the relevance and impact of video content immeasurably in just a few years. Video content on Facebook and Instagram has also exploded to keep pace, and savvy marketers have capitalized on people’s love for short-form video content available on these channels.

Salon owners routinely post videos on social media where they show their skills in action while providing services to clients, teaching people how to DIY expert hairstyles, take care of their skin, learn makeup techniques, talk about products, show behind-the-scenes and so much more.

You may have to do a bit of investment in buying basic video marketing equipment, like a ring light for example, but it won’t be too expensive and the ROI will be worth it.

Utilize social media marketing

Social media marketing encompasses everything from maintaining an active social media presence to actually investing dollars into your SMM plans.

Not only you can run paid ads on platforms like Facebook and Instagram, but you can also implement growth hacks for Instagram and other channels to expand your reach and build a more credible brand.

Posting regular content, replying to comments, sharing content on Stories and Highlights, and answering your DM queries are some basic steps to start with. In more advanced stages, you can learn the right use of hashtags, invest in influencer marketing, and collaborate with other beauty brands to grow your own reach and impact.

Encourage clients to leave reviews

People may not trust advertisements as much as they trust the reviews left by their fellow consumers.

When your customers leave your salon all pampered and dazzling, ask them to leave reviews on your socials or Google Business Profile.

This will ensure that whenever your business pops up on people’s online feeds or search page results, they can look at the raving reviews and start calling you to book their slots!

Measure success and adjust strategies

Another cost-effective measure to put in place is to conduct regular testing and analytics. As a business that cannot rely on external funding, your success will depend on you being able to put your money on the right horse.

Testing will ensure that you are able to do that without mistakes.

It takes the guesswork out of the equation and helps you make the most of what you have.