THE 3 C'S OF MARKETING
CONTENT + CONTEXT + COMMERCE
As the social scene continues to mature and marketers and businesses evolve, you’re starting to see a better understanding of how to “properly” use these different platforms and tools in order to engage and connect with current and potential customers. I often feel salons are late to adapt (you may be surprised at how many still don’t have computers) so I want to give you my perspective.
This is what many people are getting right. It’s actually what we’ve gotten right for a long time with editorials, photo shoots, and being able to create things for ourselves, and being able to adapt that Content for social media is finally getting there with in-salon photos, happy guests, micro videos, blog posts, and any number of things. The context is there.
The biggest thing I see in relation to having better Content isn’t about the camera or the technology, it’s about having a clear sense of what you’re trying to be known for. Without understanding what your reputation is supposed to be, you can’t attach the right content in order to build it. Want to be known as an awesome barber? Share more mens work than womens work. Want to be known for doing great blonding? Share more blonding work. It seems pretty obvious, but far too many miss it.
Context, this is really the deeper part of marketing that many miss. Content is simply your What, but Context answers Who (are you talking to), When (are you talking to them), even Where (are you talking to them? Twitter? Facebook? Etc.). Without the context, the content could be meaningless.
For example, a post at 2am probably won’t generate much reaction, who’s up at that time? But a stategic post about needing to relax after work posted at 5pm could entice people that agree to Like or ReTweet the message. Another simple example is a blog entry on how to care for you hair in the summer, doesn’t make any sense to post that in February. Talking mens style/fashion to women could also be the wrong context. They may appreciate a good looking guy, but most likely wont be booking a mens cut or buying mens product from you. That leads us to the next point…
In my opinion, most importantly, is commerce. Commerce is the result of good content, delivered with proper context, but you have to be able to capitalize on it. A post about a gift card promotion could excite your fan base, but if there is no way for them to spend their money or make their purchase then you’re missing out. Salons are in the service business. If it’s hard for your guests to make reservations or spend their money with you, you’re doing them a disservice.
I’m a huge believer in online booking because any given day 10-20% of our schedule at the HAIR LOFT ltd is booked online, but more than that it reduces the friction between finding the HAIR LOFT ltd and booking the HAIR LOFT ltd. If someone sees your marketing piece and then wants to book a haircut or buy that product, the more steps they have to go through to do it, the less likely it is.
This is partially why posts about products don’t generate increased sales all the time. Guest sees it in their feed, Likes it, maybe even says “Oh I need that!” but their next service isn’t for 4 weeks, so they forget. If you had a way to sell it online or just build a “wish list” for their next visit, you could see an increase in sales of that item. You could even keep track of who Liked which posts and remind them about them on their next visit.
Your main focus though as a stylist or owner is selling service. If you’re only using the internet to talk about your service but not using it to let guests book or pay for services, you’re missing the second half of the equation.
Your mission going forward is to connect your C’s; Content, Context, and Commerce. Be clear with your Content, deliver it in the right Context, and by all means, capitalize on it and turn it into Commerce. The more attention you receive the easier it should be, but it’s up to you, not your audience, to make your business happen.