Building a Barbershop Client Base Through Social Media

If you build a following online how do you then bring them to your chair?

 

Building a strong client base through social media takes strategy, consistency, and engagement. We spoke to industry experts who shared their top tips for turning an online following into a thriving barbershop.

 

Building a strong clientele through social media comes down to consistency and relevance says Kevin Luchmun, owner of Luchmun Studios: "It’s important to post regularly, but even more crucial to share content that resonates with what clients are looking for. Showcasing trending styles and fashionable looks keeps your audience engaged, while transformation posts highlight your expertise. Video reels of consultations are also a great tool, as they give potential clients insight into how we interact and personalise our services. Ultimately, staying consistent and delivering valuable content is key to growing your client base."

 

Josh O'Meara-Patel, owner and director at Barber.josh.op says for him the most effective way to build and grow your business is through word of mouth: "Social media is virtual word of mouth. To grow beyond your existing world, you need the people in it to share you with theirs. All it takes is for you to ensure that everything you do, you do with the aim of bringing as much value as you can to every single person. Social media is about posting with purpose. You need to assess your goals. What are you aiming to do with your social media? Who are you trying to attract? From there it is about creating content for that purpose." Josh adds that he's always stood out because he's posted what he wants regardless of whether it's 'popular'.

 

Simon Butcher, aka Simons Hair Ground, agrees that ensuring your content strategy is aligned with your purpose is key: "Ensure your content is directed towards them sp: transformations, consultations and any content that can showcase the experience they can expect when they walk into your space," Another tip? Tag local businesses and local micro-influencers that are already in the community and local network. "Make sure your hashtags are targeted towards your local area not barbers. These are the hashtags clients will be looking at. Be deliberate and have a clear strategy of what you're doing."

 

"What works for me, is not focusing on every haircut I produce, but conveying the vibe of the shop through the music I choose and injecting my own personality," says Alex Burt, owner of Teddy Edwards Cutting Rooms. "I rely on appealing to a certain audience that will personally connect, rather than trying to appeal to everyone. Bonus tip: don’t forget about local hashtags and geotags too!"

 

For Natalie Cresswell, owner of Cresswell Barber Co. social media allows you to connect with clients on a personal level, something she says is important for the personal services being delivered: "It's especially important to utilise it when you’re so customer-facing like the hair industry. It takes time to build a bond with a new client, especially when the subject of someone’s hair can be so personal to them, so to see the person potentially cutting your hair next on socials first, it’s almost like you’ve already been introduced before you’ve begun the service which can help the client feel at ease," Natalie adds that it's important to remember it provides access to a client base outside your local area: "Not only is social media mostly free to use but is the fastest way to reach clients and grow your client base from further afield. At Cresswell Barber Co. we have found people that aren’t local to us have seen our videos and content on our socials and have liked it so much they have been willing to travel out of their local area to find us and get a trim."

Josh summarises that if there’s one thing he'd tell his younger self it would be to stick at it, "The only way to truly build a unique brand is to build it to truly represent you. Not to be a version of what you think the industry wants to see. You don’t want to stand out from the crowd. Stand away from the crowd and let them come to you.”