Hi Lisa the site looks gorgeous. Love the photography and the products.
There have been some great posts covering a range of similar topics, and I have shamelessly copied into the post below…so full credit to the other advisors!
While the website and products are looking amazing…it is probably also worth taking a step back and asking yourself what are you trying to achieve for your business and then what are the actions you need to put in place to achieve those goals. In answering those questions, you will also be able to optomise your website and map out how you will engage on fb and insta.
I’d split the ask into 3 areas; building your brand, finding your unique customer value proposition and marketing your services.
Depending on the time you have to dedicate to this will determine how far you take my recommended approach below.
I’d start with the lean canvas which can help you to determine your own angle. How you’ll stand out vs the competition. Who your competitors are. What your unique value proposition is. What your unfair advantage is. How you’ll price your services to be competitive and sticky. https://leanstack.com/leancanvas
Once you’ve had a crack at the top line canvas I’d then suggest developing a more detailed plan using an old marketing framework: SOSTAC, which stands for Situation, Objectives, Strategy, Tactics, Action, Control.
* Situation assesses where a business is presently (Where are you now? Who are the competition? What’s the market size? who are your target customers and where are they? Are there any gaps your business could fill? Etc)
* Objectives sets the mission or goals for the business (Where do you want to be? What are the 3-5 objectives you have for the business? E.g. For the first year: To grow the salon business revenues from $x to $x with a profit of x%. To achieve a product sales target of $x. To grow our customer base to x. To drive brand awareness in our local community by x%.)
* Strategy is an overview of how to achieve the objectives (How do you get there? What are the high level strategies you’ll deploy to reach your objectives? E.g. Target customers and drive acquisition through onboarding offers. Raise brand awareness in the community using targeted comms, etc etc).
* Tactics are the details of strategy (e.g. the marketing mix. These are the specific initiatives you’ll employ to deliver on your strategies. E.g. Targeted FB ads, join local business networks, conduct door flyer drops, write articles for local press, offer a recurring revenue bundle such as a subscription to your salon service that comes with associated products (this will assist with managing cash flow and provide some predictability on revenues), raise your own profile in the community through social good etc etc).
* Actions how do you ensure excellent execution of the plan. (E.g. Using simple planning tools you can plot your tactical initiatives across a calendar).
* Control establishes how you know whether you are getting there (What do you need to monitor? E.g. Put in place simple measurement tools to allow you to understand what tactics are achieve if the best outcome for your business. Use A/B split testing with your ads on FB, monitor if there was a spike in website traffic or sales after an article was published in the local press, after promoting your subscription based offer via, say a member get member offer, did you see a significant uptake? Etc etc).
By systematically working through each of the areas above you’ll land on a clear direction and the tactical efforts you need to take the business forward.
Further information can be found here;
SOSTAC® marketing planning model guide
Once you have this clarity you can dive into the next level of detail on how to promote in social media, and here are some resources for that;
Also, lots of cool and easy to use apps to create content (depending on what your communication goals are).
Canva.com is great for all sorts of marketing templates.
Instagram has Hyperlapse, Boomerang and Layout – all standalone apps for content creation on your phone.
Videoshop is good for video edits.
Stopmotion studio is a good one for simple, interesting stop motion videos.
Hope that is helpful. All the best, Vicky