There’s a saying in business and marketing that goes, “Niches get Riches!” 

Look at us for example. 

We at the Salon Hub don’t just teach digital marketing, we teach digital marketing for studio salon pros specifically. 

We realize that in order to properly serve and attract you, the studio salon pro, we need to really hone in on who you are, what you do, how much you make, and what you want in order to make a service and a community you want to be a part of! 

You have to do the same thing for your salon business. 

When choosing which local salon suite location you want to open in, and when you’re using any digital media to try and get people in your chair, you need to think about who you perfect customer is, where they are, what they like to do, and more. 

Knowing these critical pieces of demographic information is paramount to your business’ success.

What is a target market?

A target market is a group of people that represent your perfect customer. Your target market should be the demographic that you believe will benefit most from the services you offer in your salon suite location. This can include age, gender, education level, income, and more.

How to define your target market in the beauty industry

When creating a target market for your salon you need to determine or define key demographic information like gender, occupation, interests, and more. 

We suggest thinking about your top 5 customers you have right now or had at the salon you started in. Some basic info you need to know:

Gender of your target market in the beauty industry

Are you planning on marketing to men, women, or both? 

If both, what’s the breakdown: 50-50? 70-30? This should inform the type of content you create.

Age range of your target market in the beauty industry

If you have younger clients (18-35) videos will be big, as will TikTok and Instagram. 

If your clientele skews older, you may want to be more active on Facebook.

Location of your target market in the beauty industry 

Does your target audience live close to your salon location? Where else do they frequent? 

You can use these details to get in front of other similar types of customers and it can help inform where you place ads should you choose to do so.

Education level of your target market in the beauty industry

Based on the average education level of your clients you’ll want to adjust the type of content you make or adjust the wording you use to speak more to their core competency levels.

Interests of your target market in the beauty industry

In addition to these more basic bits of information, you’ll want to know their interests, what they like to do on the weekends, where they like to go for fun, and what kind of groups do they belong to.

If you want to find more clients like your top 3-5, you need to create content and use hashtags that will likely reach people with similar interests and features.

Why Creating a Target Market Matters

Knowing your target market and creating content accordingly will greatly increase the chances of your salon suite location being successful.

Better content targeting for your target audience

By understanding who it is that you’re trying to get in your chair and what they want from their experience, you can create a more effective and personal marketing strategy.

If you’re able to reach the people who are most likely to be interested in what you have to offer, your chances of success will drastically increase.

Less time and money wasted reaching your target audience

By reaching the right people with the right messages, you can also save time and money as opposed to just throwing out a bunch of random ads or running generic campaigns that don’t really relate to anyone.

There's such a thing as casting too wide a net so knowing who you're talking to can help you be more strategic.

Understanding your progress with your target audience

Having a clear target market also allows you to more accurately track the success of your marketing efforts so that you can make adjustments as needed.

This is also helpful because you can pinpoint what aspects of your marketing are working and which ones need to be improved upon.