Marketing & Client Acquisition

🔄 Quick Recall: In the previous lesson, you built pricing systems that maximize revenue per client. Now you’ll build the marketing systems that bring new clients through your door — because retention without acquisition eventually plateaus.

Marketing for salons works differently than most businesses. Your clients choose you based on visual proof (Instagram portfolio), social proof (Google reviews), and proximity (local search). AI helps you dominate all three channels with systems that run on 30 minutes per week of your time.

Google Business Profile Optimization

AI prompt for Google Business Profile:

Optimize my Google Business Profile for maximum local search visibility. Salon name: [NAME]. Location: [ADDRESS]. Services: [LIST ALL SERVICES WITH PRICES]. Specialties: [COLOR, CUTS, EXTENSIONS, TEXTURED HAIR, BRIDAL, etc.]. Generate: (1) an optimized business description (750 characters max) that includes relevant keywords naturally (hair salon + city name, services, specialties), (2) a complete services list with descriptions and prices formatted for Google, (3) 10 Google Posts for the next month (promotions, seasonal offers, new services, tips), (4) 20 Q&A entries to pre-populate the Q&A section (common questions clients ask with keyword-rich answers), (5) a photo strategy — which 20 photos to upload first and how to label them for maximum impact.

Google Business Profile checklist:

Review Generation System

AI prompt for review strategy:

Create a review generation system for my salon. Current reviews: [NUMBER] at [RATING]. Goal: [TARGET NUMBER] reviews. Design: (1) an in-person ask script for the moment after a client compliments their service (natural, not awkward), (2) a follow-up text template sent 2 hours after appointment with direct Google review link, (3) a 24-hour reminder for clients who received the link but haven’t reviewed, (4) response templates for: 5-star reviews (personalized, keyword-rich), 4-star reviews (grateful + address any concern), 3-star and below (empathetic, takes it offline), (5) a monthly “Review of the Month” social media feature to encourage new reviews. Include the exact Google review link format for my business.

✅ Quick Check: You receive a 3-star review: “Nice salon but waited 20 minutes past my appointment time. Haircut was good though.” How should AI help you respond? (Answer: “Hi [Name], thank you for your honest feedback — and I’m glad you liked the haircut! You’re absolutely right that a 20-minute wait isn’t acceptable, and I apologize. I’ve adjusted my scheduling to add buffer time between appointments so this doesn’t happen again. Your time matters and I want your next experience to be perfect from arrival to finish. I’d love the chance to make it right — please reach out directly and I’ll take care of you.” This response: acknowledges the issue, doesn’t make excuses, shows you took action, and invites them back. Potential clients reading this see a professional who cares.)

Referral Program

AI prompt for referral system:

Design a referral program for my salon. Average new client value: $[FIRST VISIT AMOUNT]. Average client lifetime value: $[ANNUAL SPEND × YEARS]. Create: (1) a referral reward structure (what does the referrer get? what does the new client get?), (2) a referral card or digital share template, (3) a script for encouraging referrals at checkout (“If any friends ask about your hair…”), (4) a thank-you message when a referral books, (5) tracking system — how to know who referred whom. Calculate: cost per acquired client through referral vs. Instagram ads vs. Google Ads. The program should feel generous without being unsustainable.

Referral economics:

Email and Text Marketing

AI prompt for email marketing:

Create an email/text marketing strategy for my salon. Client list size: [NUMBER]. Frequency: [MONTHLY/BI-WEEKLY]. Generate: (1) a monthly newsletter template — featured look of the month, seasonal hair tip, special offer, staff spotlight, (2) seasonal campaign templates for: Valentine’s Day, Mother’s Day, prom season, wedding season, back-to-school, holiday party season, New Year, (3) a birthday email/text template (sent 7 days before their birthday with a special offer), (4) a “we miss you” campaign for clients who haven’t visited in 3+ months, (5) a new service announcement template. Each template: under 150 words for text, under 300 words for email, with a single clear call-to-action.

Key Takeaways

• Google Business Profile is the highest-ROI marketing tool for local salons — it’s free, and salons in the Map Pack (top 3 local results) capture 75%+ of “near me” search clicks. Complete every field, add 20+ photos, and post weekly
• Review responses are marketing content — every potential client reads them. AI-crafted responses that include keywords, mention specific services, and show personality differentiate you from competitors who reply with “Thanks!”
• A systematic review ask at the moment of maximum satisfaction (right after the compliment) with a direct link follow-up generates 5-10 reviews per month, closing the gap with established competitors within a year
• Referral programs produce the highest-quality new clients at the lowest cost — a referred client comes pre-qualified with trust, costs $20-40 in rewards vs. $5-15 per click in ads, and has higher retention rates
• Seasonal email campaigns (prom, wedding, holiday) sent 4-6 weeks before peak seasons capture bookings when clients are actively planning — AI generates the templates, you schedule and send

Up Next

In the next lesson, you’ll build team management and operations systems — staff scheduling, inventory management, daily workflows, and the operational efficiency that lets you focus on clients instead of logistics.