Some days, your salon is buzzing with back-to-back appointments. Other days? Crickets. Those gaps in your schedule make you wonder—what went wrong? Even with top-notch cuts, balayage, and the latest treatments, clients won’t magically appear.
With 1.34 million salons across the U.S., competition is fierce. Standing out takes more than great service—you need a marketing strategy that works consistently.
But here’s the good news—you don’t need a massive budget or complicated strategies to attract new clients and keep them coming back. This guide breaks down 37 simple, high-impact marketing ideas (with real-life examples) to help you boost bookings, increase revenue, and grow your salon—starting today.
Salon marketing ideas to drive upsells
For most of this guide, we’ll focus on ideas that will bring in new clients. But before spending time and money on brand awareness, make sure you’re maximizing revenue from your existing clients. Upsells—whether in the form of additional services or product sales—are one of the easiest ways to increase profits without extra effort.
Your current clients already trust you and love your work. That’s what makes them the best candidates for add-ons! They’re more likely to try extra treatments or purchase products to maintain their results. And for you? It’s the fastest way to grow your bottom line.
1. Have products available in your front-desk area
You probably already have a product display at the front desk, but how many do you actually sell each week?
Clients may not come in planning to buy retail, but when products are showcased in the right spots and backed by their stylist’s recommendation, it becomes an easier decision.
📌 What to do:
Set up your retail display near the checkout counter. Keep it clean, well-lit, and stocked with best-sellers like heat protectants, leave-in conditioners, and dry shampoos.
Use simple signage, such as “Take Home Your Stylist’s Pick” or “Your Color’s Best Friend,” to make products feel like must-haves. Also, train your front desk team to casually mention them at checkout: “Your stylist used this on you today—want to take one home to keep your style looking fresh?” Or if you’d prefer a less direct approach, you can train your front desk staff to simply ask, “Need to pick up any products today?”
2. Showcase appointment types on your online booking system
Your online booking system shouldn’t just be a way to schedule appointments—it should be a powerful tool to showcase everything your salon has to offer.
Make sure your booking page lists every service, from simple cuts and color to deep conditioning, scalp treatments, and specialty add-ons. Got a package deal? Highlight it! Offering a VIP treatment? Make it stand out! Let clients mix and match services, book multiple treatments in one visit, and easily upgrade. The easier it is to see what’s available, the more likely they are to treat themselves—and that means more business for you!
📌 What to do:
Use salon booking software like YouCanBookMe by Capacity to make booking effortless and maximize revenue. It allows you to display all available appointment types, offer service bundles, and let clients book multiple services in one visit. You can also collect deposits upfront to reduce no-shows and keep your chairs full.
3. Internal competition with stylists
A great way to encourage stylists to upsell naturally is by turning it into a friendly competition. Stylists already recommend products and services, so why not gamify it?
📌 What to do:
Run a monthly challenge for the stylist with the highest average ticket price or most product sales. Offer a small prize, like a cash prize or even an extra day off. Post a leaderboard in the break room to keep everyone motivated.
4. Offer product samples to customers
People love freebies, and giving clients a small sample of a premium product increases the chances they’ll buy the full size later.
📌 What to do:
Choose a few high-quality, must-have products like deep conditioners, serums, or leave-ins. At checkout, offer a sample with a simple pitch: “Try this at home! If you love it, we have the full-size here next time you visit.”
5. Coach your staff to offer add-on services
Another salon marketing strategy is coaching your staff to offer complimentary services. For example, if a client is getting highlights, a stylist might suggest adding a bond-building treatment to keep their hair strong and prevent breakage.
This approach works because clients trust their stylist’s recommendations, especially when it’s framed as part of their hair care routine rather than an upsell.
📌 What to do:
Sit down with your team and discuss which add-on services make sense for different treatments and even different hair styles. For instance, deep conditioning after a chemical service or a gloss treatment for clients who get color.
Go over different ways to introduce these add-ons in a natural, non-pushy way. Ultimately, the decision is the client’s, so remind your staff not to force it!
6. Add suggested services/add-ons during booking
Most clients book on autopilot, choosing the same service they always get. If your online booking system doesn’t suggest upgrades, you’re missing an easy upsell opportunity.
📌 What to do:
If your software allows, set up one-click add-ons that clients can select when booking. For example:
- “Upgrade your highlight with a bond-building treatment (+$30)”
- “Add a scalp detox for deep cleansing (+$20)”
- “Enhance your blowout with a gloss for extra shine (+$25)”
7. Create and offer packages
If you’re not offering service bundles, you’re missing an easy way to increase ticket prices while giving clients more value.
📌 What to do:
Create custom packages with services that complement each other and price them slightly lower than booking separately. For example:
- The Blonde Refresh → Full Highlight + Toner + Deep Conditioning Treatment
- The Self-Care Package → Haircut + Scalp Scrub + Blowout
- The VIP Color Upgrade → Full Color + Olaplex + Gloss Treatment
This strategy works because clients feel like they’re getting a deal. And it makes higher-priced services more appealing. Feature these bundles on your booking site, social media, and front desk signage so they’re easy to find.
Salon marketing ideas to build brand awareness
Now let’s focus on salon marketing tips and tricks to drive brand awareness—in other words, to help get your name out there so that when someone needs a haircut, color, or styling service, your salon is the first that comes to mind.
8. Set up a selfie station
You’ve probably noticed that clients love showing off their fresh hair. A quick selfie posted on social media or shared with friends? That’s free promotion for your business.
So why not take it a step further with a dedicated selfie station?
📌 What to do:
Pick a well-lit corner of your salon and set up a fun, Instagrammable backdrop—think a neon sign with your slogan, a floral wall, or branded mirrors.
When you see a client about to snap a selfie, invite them to use your station for a better shot. Also, encourage them to tag your salon when they post.
9. Drive up online reviews
- Drive up online reviews
Consumers trust online reviews almost as much as personal recommendations, and a strong review profile can make or break a salon’s ability to attract new clients.
In fact, 74% of consumers check at least two different review platforms before deciding on a local business—so the more 5-star reviews you have across Google, Yelp, and Facebook, the better your chances of winning over new clients.
📌 What to do:
Make leaving a review quick and effortless. After each appointment, send a simple follow-up email or text with a direct link to Google, Yelp, or Facebook. Example:
“Loved your service today? We’d love your feedback! Leave us a quick review here: [insert link] – It helps us more than you know!”
Don’t forget to respond to every review, whether positive or negative. Engaging with feedback shows potential clients that you care and helps inspire confidence in your brand.
10. Build a website that sells your salon
Most people search for salons online, and if your business isn’t showing up, you’re missing out on bookings. A website helps potential clients discover your salon, view your work, and book an appointment—all in one place.
📌 What to do:
If you already have a website, audit it! If it’s slow, outdated, or hard to navigate, it could be costing you clients.
If you don’t have one, use WordPress or Squarespace to build a professional-looking site—no coding needed! Make sure your website includes:
- An online booking page
- A service list
- A gallery of your work
- Customer reviews & testimonials
- Your location, hours, and contact info
Tip: Not sure if your website is fast or slow? Run it through Google’s page speed test analyzer.
11. Run a social media contest
If your salon’s social media has been quiet lately, a contest is one of the fastest ways to bring it back to life. Contests create a snowball effect—one person enters, tags their friends, and those friends enter too, exposing your salon to a whole new audience.
📌 What to do:
Choose a prize that excites your audience (like a free service or a luxury product bundle), then create a simple post announcing the contest. Ask participants to follow your page, like the post, and tag two or more friends to enter. Promote it in your stories and keep the deadline short (3-7 days) to create urgency and maximize engagement.
12. Share before & afters (and tag clients!)
Nothing sells your work like a great transformation. Plus, when you tag clients, you also boost visibility—their followers will see your work, leading to more exposure and bookings. But, be sure to tag them so it’s easy for them to repost it on their own Instagram account.
📌 What to do:
Make before-and-after posts a regular part of your content strategy. Take well-lit, high-quality photos and share them on your socials. Remember the selfie station we mentioned earlier? Use it as a backdrop for these pictures!
Before posting, always ask clients if they’re okay with being tagged.
13. Publish on your salon’s blog
If you have a website, adding a blog section to it can be a great idea for two reasons.
Firstly, posting valuable content educates your clients, helping them with hair care tips and advice between appointments. Secondly, it can help drive search traffic from search engines like Google and Bing, making it easier for potential clients to find you.
📌 What to do:
Write posts on popular hair topics, such as:
- Why you should never brush wet hair
- How to apply oil to your scalp
- Our favorite heat-protecting sprays
- How to maintain your balayage
- Best haircuts for every face shape
Not a writer? No problem. Hire a freelance content writer on platforms like Upwork or Fiverr to create high-quality blog posts for you. If your staff has opinions or advice they’d like to share, have them write the pieces too.
Local beauty salon marketing ideas
Some salons are so good that clients will drive hundreds of miles just to see their favorite stylist. But for most businesses, success starts locally.
Want to attract more clients in your area? Here are some of the best local marketing ideas to make your salon the go-to spot in town.
14. Set up your Google Business Profile
When someone searches “best salon near me,” Google pulls up a list of nearby salons with photos, reviews, and booking links. If you don’t have a Google Business Profile (GBP), you’re missing out on free exposure and easy bookings.
Even if you already have a GBP listing, you might not be using it to its full potential. A half-filled profile or outdated info can cost you clients, so let’s make sure yours is set up correctly.
📌 What to do:
- Claim your listing
Go to Google Business Profile and follow the steps to claim your salon. Verification may be required via mail, phone, or email.
- Fill out every detail
Complete all sections, including:
- Salon name, address, and phone number (match it with your website and social media).
- Business hours (update for holidays).
- A detailed description of your services.
- A booking link for easy scheduling.
- Upload high-quality photos
Show off your work with clear, well-lit photos of hair transformations and your salon interior. And don’t forget to start collecting those reviews ASAP!
15. Attend local beauty shows & expos
While online visibility is crucial, in-person networking can put your salon directly in front of potential clients. Beauty expos, bridal fairs, and community events attract beauty lovers, industry professionals, and potential clients who are already interested in hair care.
📌 What to do:
Find local beauty expos, wedding fairs, or community events where your ideal clients gather. Here are a few big expos worth checking out:
If your budget allows, set up a booth or do live hair demos—think styling tips, quick braids, or product applications. Bring before-and-after photos, offer special discounts for attendees, and hand out business cards or flyers with a booking link.
16. Add localized pages to your website
When someone searches “balayage specialist in [your city]”, you want your salon to be the first result. Localized website pages help make that happen by targeting specific services in specific locations.
📌 What to do:
Create pages on your website for each main service + your location (e.g., “Blonde Balayage in Chicago” or “Best Haircuts in Austin”). Each page should include:
- A short description of the service
- Photos of your work
- Client testimonials
- A clear call to action (like “Book Your Appointment Today!”)
17. Work with local publications to get featured
Local magazines, blogs, and news outlets love to highlight small businesses—especially if you have a unique service, host events, or are involved in the community. A feature in a local publication can instantly boost your credibility and bring in new clients.
📌 What to do:
Reach out to local lifestyle magazines, city blogs, or even small newspapers and pitch a story about your salon. Consider also offering a free service in exchange for a review or feature—many local influencers and bloggers will happily share their experiences.
18. Partner with local businesses to get more clients
A smart way to bring in new clients without spending a dime on ads is by teaming up with local businesses that share your audience but aren’t direct competitors. Clients who love shopping at a boutique, getting facials at a spa, or working out at a high-end gym are also likely to invest in their hair.
📌 What to do:
Partner with businesses that attract the same clientele, like spas, bridal shops, or gyms. Offer exclusive discounts (e.g., “Get 10% off your first salon visit when you shop at [local boutique]”), run joint giveaways, or swap promotional materials to get in front of each other’s customers.
19. Run local workshops for beauty students
Cosmetology schools are filled with the next generation of stylists who are eager to learn, build their skills, and make industry connections. Hosting a workshop or Q&A session at a local beauty school is a great way to position your salon as an industry leader and attract top new talent.
📌 What to do:
Connect with local beauty schools and offer to host a hands-on workshop or business-focused session. Cover topics like cutting, coloring, styling techniques, or how to build a loyal client base after graduation. In return, you’ll build brand awareness, gain referrals, and identify talented future stylists who may become apprentices or even future hires at your salon.
These workshops ultimately can help you connect with up-and-coming talent before anyone else does while boosting your salon’s reputation in the industry.
20. Use paid ads to attract local clients
If you want instant visibility, paid ads are one of the fastest ways to get new clients through the door. 31% of U.S. consumers make purchases from online ads at least every few months—so they work.
That said, a lot of salon owners hesitate to run ads because they think it takes a big budget. But that’s not true. You can start with as little as $10 a day—the key is targeting the right audience so your ads reach people who are actually interested in your services.
📌 What to do:
Use Facebook and Google ads to target people within a few miles of your salon who are interested in hair, beauty, and self-care. Set up simple ads promoting:
- A special offer (e.g., “First-time clients get $20 off any color service.”)
- Your best before-and-after transformations
- Client testimonials or video reviews
Track which ads bring in the most bookings and tweak them to maximize your results.
Salon marketing ideas to drive more revenue
At the end of the day, your salon is a business. To hit your revenue goals and maintain healthy profit margins, you need strategies that bring in more clients, higher-value appointments, and additional income streams. Here’s how to do just that.
21. Make it easy to book
If booking an appointment at your salon feels complicated, clients will go elsewhere. An online booking system is essential, but to maximize appointments, offer multiple ways to book—including SMS, Instagram DMs, and direct links on your Google Business Profile.
📌 What to do:
Set up an online booking system that’s intuitive and user-friendly. Clients should be able to book in seconds—without unnecessary steps. But to take it a step further, consider implementing Capacity’s Salon SMS software, a text-based solution that lets clients book, reschedule, and confirm appointments via SMS.
Unlike traditional booking systems, Capacity makes it effortless for clients to reach out anytime, whether they’re in a rush or booking after hours.
Moreover, Capacity’s automated SMS reminders significantly reduce no-shows, ensuring your appointments stay on track.
22. Simplify your pricing structure
There’s nothing worse than sticker shock at checkout. Maybe a service required extra product, or a treatment took longer than expected—but unexpected costs can frustrate clients and hurt trust. Clients should always have a clear idea of what they’ll be paying before they sit in your chair.
📌 What to do:
List your prices clearly on your website and booking system, and include a note explaining how hair length, thickness, or additional product use may affect the final cost. For higher-priced services, always offer a consultation first and provide a price breakdown upfront.
23. Run limited-time promotions and sales
When business slows down, a well-timed flash sale can bring in revenue fast. Clients love a good deal, but you must run these promotions for a limited time only for them to work.
📌 What to do:
Figure out what service you want to push. Then set a short window for the promo, like 48 hours or one week. Spread the word everywhere: post it on social media, send out a quick text or email, and make sure your front desk mentions it to every client. The key is urgency—let people know it’s a limited-time deal so they feel the need to book now instead of waiting.
24. Sell products online
Many salons also go down the retail route, which can give you extra revenue without increasing salon hours.
📌 What to do:
Set up an online shop on your website or through platforms like Shopify. Stock with products you already know are effective. And expand your offerings as you go along. Offer in-salon pickup or delivery for added convenience.
25. Send appointment confirmations
No-shows and last-minute cancellations cost you money and throw off your schedule. Clients get busy and forget appointments—it happens. But a simple confirmation system can dramatically cut down on missed bookings and keep your revenue steady.
📌 What to do:
Use automated appointment confirmations to remind clients of their upcoming visits. For example, with Capacity, you can send SMS reminders and let clients confirm, reschedule, or cancel with a quick reply. However, sometimes clients might prefer calling vs. texting, so be sure to ask for their preferences at the time of booking.
26. Maintain a waitlist
Cancellations happen—that’s just how the salon business works. But you can maintain a waiting list to fill the gaps and offer earlier time slots to your clients.
📌 What to do:
Set up a waitlist system so clients can opt in if they’re open to last-minute spots. With Textel, you can instantly text waitlisted clients when a slot opens up, ensuring you keep your schedule full.
27. Offer gift cards
Offering gift cards puts money in your pocket today while guaranteeing future bookings. Plus, they’re a perfect way to bring in new clients—someone’s best friend, mom, or partner gets pampered on their dime, and next thing you know, you’ve got a loyal customer.
📌 What to do:
Sell physical and digital gift cards through your website and in-salon. Make them easy to purchase by promoting them on social media, your booking page, and at checkout.
28. Offer group packages
Brides, birthday squads, and corporate teams—groups love a good pampering session! Offering packages for special events brings in multiple clients at once. As an added bonus, groups tend to spend more per visit!
📌 What to do:
Create pre-set group packages (e.g., “Bridal Beauty Bundle: Blowouts + Makeup for 4”) or offer customizable options. Make booking seamless with online scheduling and a dedicated contact for group inquiries. Sweeten the deal with extras—a free glass of bubbly, a small discount for larger groups, or a gift bag with travel-size products.
29. Have seasonal promotions ready
By the same token, you should consider offering seasonal promotions to match what your clients need throughout the year.
Think about it—people book more blowouts during the holidays, freshen up their color before summer, and prep their hair for big events like prom and weddings. Running the right promo at the right time can boost bookings and keep your calendar full.
📌 What to do:
Plan promotions around high-demand seasons—like discounted keratin treatments in the summer or balayage refreshes in the fall. You can also run limited-time offers for holidays (e.g., “Mother’s Day Special: Buy a gift card, get a free deep conditioning treatment!”).
30. Offer discounted services for slow days
Some days are slower than others. Midweek, people are often occupied with work and responsibilities. Offering a small discount can encourage clients to book during these quieter times. Who doesn’t like to save a bit of money?
📌 What to do:
Look at your booking history and identify your slowest days or time slots (e.g., Tuesday afternoons or Wednesday mornings). Then, offer a small discount or special deal to encourage bookings. Communicate these discounts via your website, email newsletters, or a text message.
31. Send promotions via SMS
Most clients won’t check their email every hour, but they will read a text message. If you want to quickly fill last-minute openings or promote limited-time deals, SMS marketing is the fastest way to get results.
📌 What to do:
Use SMS Marketing Software to send personalized promotions, special offers, and flash sales at scale straight to your clients’ phones. Offer an exclusive deal like, “We have last-minute openings today! Book a color service and get a free deep conditioning—reply YES to grab your spot.”
Salon marketing ideas for customer loyalty
So, how do you keep them engaged and excited to return? By making every visit feel special and rewarding their loyalty!
32. Build memorable experiences
Clients don’t just come for a haircut—they come for how you make them feel. And that could be all about little things that you do to make your clients feel special. If they love the experience, they’ll return and bring friends.
📌 What to do:
Make every visit feel like a VIP experience. Add a quick scalp massage during shampooing, offer a warm towel, or give clients a personalized product tip to help them maintain their look at home. Train your team to greet clients by name and remember their last service—small details go a long way.
You can also enhance the client experience beyond the salon with AI-powered customer support. Capacity’s AI Answers helps clients get quick responses to common questions—like appointment availability or product recommendations—through chat, email, or even virtual voice assistants. This means no more waiting on hold, and no more missed opportunities to connect with your clients between visits.
33. Host a referral contest
Clients love sharing great experiences, but sometimes they need a little nudge to actually send their friends your way. Set up a referral contest!
📌 What to do:
Run a contest where every referral earns an entry into a giveaway. The more people they refer, the higher their chances of winning. Prizes could include a free haircut, a deep-conditioning treatment, or a product bundle. You can also offer immediate rewards, like $10 off their next visit for every successful referral. Promote the contest in-salon, via email, and on social media.
34. Create a birthday reward
A rather common salon marketing tactic is offering birthday rewards. People love to treat themselves on their birthday, and a salon visit is the perfect way to do it.
📌 What to do:
Set up automated birthday emails or texts that go out at the start of their birthday month. Offer a free add-on (like a deep-conditioning treatment), a discount (like $30 off any service), or a free mini service (like a brow wax). Remind them to book before the month ends, and send a friendly follow-up if they haven’t scheduled yet.
35. Host a client appreciation event
Your clients are the heart of your business, so why not show them some love? Hosting a client appreciation event is a great way to say thanks while also creating opportunities to introduce new services, boost sales, and even secure rebookings on the spot.
📌 What to do:
Host an invite-only salon party where clients get first dibs on new treatments, special discounts, and a little extra pampering. Promote it through social media, texts, and emails—but keep it exclusive so it feels like a real treat!
36. Trade online reviews for small gifts
Having great reviews online makes it easier for potential clients to trust your salon. But getting clients to actually leave a review? That’s the hard part. Most people simply forget, even if they had an amazing experience. A small thank-you gift can help encourage more responses.
📌 What to do:
After an appointment, send a quick text with a direct link to Google or Yelp asking for feedback. To boost participation, offer a small incentive like a sample-size product or $5 off their next visit.
37. Stay connected with your clients through email
Newsletters are another great way to stay in touch with your existing clients between appointments. They’re also perfect for promoting special offers and sharing helpful content like hair styling tips, new treatments, or seasonal hair care advice.
📌 What to do:
Use Mailchimp or Constant Contact email marketing platforms to send a once-a-month email with:
- Exclusive promotions or limited-time discounts
- Before-and-after transformations to showcase your best work
- Haircare tips and product recommendations (share your blog posts)
Always include a “Book Now” button so clients can schedule their next appointment with one click.
Wrapping up
There you have it—37 salon marketing ideas that are easy to implement and, when combined, can make a big impact on your business. While attracting new clients is important, don’t forget about your existing ones. Build strong relationships to keep them coming back and recommending your salon to family and friends.
FAQs
What are the four P’s of marketing for a salon?
The Four P’s—Product, Price, Place, and Promotion—form the foundation of a successful salon business. Offer high-quality services and products (Product), set fair and competitive rates (Price), choose a location with high foot traffic—such as a busy shopping center or downtown area (Place), and promote your salon through social media, referrals, and local events (Promotion).
How do I attract people to my salon?
One of the best ways to bring in new clients is by ensuring they can find you online. A well-optimized Google Business Profile with high-quality photos, client reviews, and updated information helps your salon appear in local searches.
Next, use Instagram or TikTok to showcase your work, share behind-the-scenes moments, and engage with potential clients. An enticing online presence encourages people to book—so make sure yours stands out!