If you’re wondering why an article like “How To Improve Your Salon And Spa’s Online Reputation In Nigeria” is even necessary, keep reading.
According to the 2024 Beyond Beauty report, customers find your business in one of two major ways:
- Word-of-mouth marketing. 7 out of 10 Nigerian customers rely on online or in-person recommendations from family and friends to try out beauty and wellness businesses.
- Online reviews. 38.5% of customers choose salons and spas based on positive reviews of customers.
Your salon or spa’s online reputation can either attract more clients or drive them straight to your competitors.
Today, most beauty customers in Nigeria don’t walk randomly into salons or spas. Instead, they look up your business online (e.g., reading reviews, browsing Instagram, and checking what people are saying about you) to decide if you’re worth their time and money.
So, how do you turn your online presence into an asset rather than a liability?
Here are 9 practical tips to help you build and maintain a stellar online reputation.
9 tips to improve your online reputation
A strong online reputation builds trust, increases visibility, and keeps your appointment book full.
Tip 1. Set up an online booking page
Make it easy for clients to book appointments online. Get a mobile-friendly booking platform that allows customers to view available time slots and schedule appointments without the hassle of phone calls.
In a 2024 survey conducted by Splice, 58.2% of beauty customers said they preferred booking salon and spa appointments online because it’s more convenient.
Bonus tip: Add a “Book Now” button to your website and include the booking link on all your social media profiles to give clients more options.
Use Splice to automate your online booking process
Splice’s appointment booking tool will enable your clients to book your service anytime, anywhere, effectively freeing up time for you and your team to focus on serving customers.
To reduce no-shows and last-minute cancellations, Splice also automates reminders to help customers who booked keep their appointments.
Tip 2. Claim your online profiles
First things first: make sure your salon or spa is easy to find online. A good online reputation starts with creating and managing your online presence.
Establish a solid online presence by doing the following:
Set up your Google Business Profile (formerly Google My Business)
When someone searches for “hair salon near me,” hair salons with high review ratings and accurate business information show up first.
Here are three reasons why you should take that seriously:
- About 7 in 10 individuals who conduct a local search visit a business within 8 km.
- Nearly 90% of people who look up local businesses on a mobile device call or visit within 24 hours.
- 78% of location-based searches that happen on mobile phones lead to an offline purchase.
Claim your business listings on Google Business Profile and add your location, operating hours, contact information, booking link, photos of your salon or spa, and other relevant details.
Here’s a step-by-step breakdown of how to create a Google Business Profile.
Sign up on social media
A strong social media presence can significantly enhance your online reputation.
Set up profiles across platforms like Facebook, Instagram, TikTok, and other relevant platforms Nigerians use to discover beauty services. On your profiles, add your services, opening hours, location(s), contact details, customer testimonials, and other relevant information. Also, add a booking link.
Also, post high-quality, engaging content like:
- Before-and-after photos
- Styling tutorials
- Client testimonials
- User-generated content
Tip 3. Optimise your website and online profiles
Ensure your business information is accurate and consistent across your website, social media platforms, and online listings such as Google Business Profile.
Key details to update include:
- Contact information
- Opening hours
- Services offered
- Location
- Pricing
- Booking links
Consistency helps potential clients find accurate details about your business, no matter where they look. Inconsistent and outdated information can frustrate potential customers, lead to negative reviews, and ultimately reduce trust.
Related article: How To Optimise Your Google Business Profile.
Tip 4. Provide excellent customer service online and offline
Your online reputation directly reflects the quality of service you provide. Your goal should be to make sure every customer leaves satisfied and eager to return.
To achieve this:
- Invest in high-quality products and tools.
- Train your team to be professional, polite, and attentive during appointments.
- Follow up with customers after their visit via text or email to gather feedback.
- Resolve complaints quickly and professionally.
Satisfied customers are more likely to leave glowing reviews and recommend your business to their friends and family.
Tip 5. Collect online reviews
Positive reviews are invaluable for your online reputation. Most Nigerians trust online reviews as much as personal recommendations.
However, happy customers won’t always leave reviews unless prompted. Encourage them to share feedback on platforms like Google Business Profile or send them to your social media.
How to request reviews
Do the following:
- First, make sure they’re happy with your service. Then, ask them in person before they leave.
- Use salon management tools like Splice to send them automated email reminders with the link to leave a review.
- Offer a small incentive, such as discounts or complimentary services, to customers who leave a review. Don’t force it, reviews should be genuine and voluntary.
How to leverage reviews to improve online reputation
Acknowledge and respond to all reviews; it makes customers feel seen and valued.
- For positive reviews, thank them sincerely and maybe highlight a specific part of their feedback. For example, “Thank you, Chidinma, for your kind words! We’re so glad you loved your pedicure. Can’t wait to pamper you again soon!”
- For negative reviews, keep it professional. Apologise if necessary, and offer to resolve the issue offline. This shows that you care about customer satisfaction.
Pro tip: Use negative reviews to identify areas for improvement and share positive reviews across your website, booking pages, and social media.
Tip 6. Encourage customers to post about your business
Some clients may love your services but not think to share their experience online. Encourage them to post about your business and tag your social media handles. You can then share their post as user-generated content or testimonials.
This is similar to the previous tip, except this time, your clients post directly on their social media profiles.
Here are some ways to inspire clients to share:
- Offer small incentives like discounts, free products, or add-ons for posting about your salon and tagging your business.
- Creating an Instagrammable corner in your salon where customers can take photos. At the recently held Beauty Connect Africa 2024, Founder and CEO of Oríkì Group Joyce Awosika said this was a game-changer for her spa business.
Tip 7. Monitor your online mentions regularly
Keep track of what people are saying about your salon or spa online. Use tools like Google Alerts to monitor business mentions and feedback across platforms like Google and check social media mentions often.
Set up Google Alerts to track your mentions
Setting up Google Alerts for your salon or spa’s name will notify you whenever someone mentions your business online.
- Step 1: Visit Google Alerts.
- Step 2: Enter your salon or spa name into the search bar. For example, ours is “WithSplice software.”
- Step 3: Adjust settings for frequency and preferred sources.
Bonus tip: The faster you can respond to feedback, the more control you’ll have over your reputation.
Tip 8. Keep your website easy to navigate
Your website should reflect the professionalism and quality of your salon or spa.
Ensure it’s:
- Mobile-friendly (since most Nigerians browse on their phones).
- Informative and includes all necessary information like your address, services, prices, and an option to book appointments.
- Fast-loading, as most customers don’t have the time to wait for slow websites.
Pro tip: Regularly test your website on mobile devices to ensure a smooth user experience.
Tip 9. Collaborate with credible influencers
In Nigeria, influencers play a huge role in shaping opinions, especially in the beauty industry. Partnering with a local influencer or beauty enthusiast can give your salon or spa a massive reputation boost.
Choose credible influencers whose audience aligns with your target market to ensure maximum impact. You can pay them or offer them free or discounted services in exchange for an honest review or social media shoutout.
Conclusion
Your salon’s online reputation isn’t a one-and-done task. It’s an ongoing effort that requires constant attention. Every interaction, whether online or in person, shapes how customers perceive your business.
Implementing these strategies, including delivering exceptional service, claiming your online profiles, and asking for reviews, will improve your salon’s reputation and position it as a top choice for clients seeking excellent service in Nigeria.
