For the uninitiated, influencer marketing is marketing that uses endorsements and product mentions from influencers – individuals who have a dedicated social following and are viewed as experts within their niche.

For beauty salons, the pickings are massive, given that the vast majority of influencers are female, aged between 25 and 40. But before you jump in, there are some things you need to consider.

Influencers are businesses
Any influencer worth their salt knows a thing or two about business. Gone are the days of offering a brow shape in exchange for an Instagram post. “Influencers run their work like the businesses they are,” says social media expert Lisa Julius. “In fact, if you contact an influencer, the first thing you should ask for is their price guide as well as a rundown of their engagement statistics. This will show you the true traction that their posts receive from followers. Their price will largely depend on the size of the following, and the effectiveness if their engagement.”

Align with the right person 
You may be a spray tan salon, but that doesn’t necessarily mean that you want your influencers tagging your business in photos of drunken bikini parties. “Look, if that’s your market, then go for it, but if you’re trying to court a more sophisticated following, reconsider who you allow to speak on behalf of your brand,” says Lisa. “And it’s not just the product that the person needs to be a good fit with. Their moral code needs to fit with yours too. The last thing you need or want is to unwittingly book an influencer that has racist, homophobic, transphobic, sexist beliefs, because your product may be seen as an endorsement of those attitudes. Have a thorough look to previous posts and watch their Stories to get a real feel for who they are.”

Be clear on your goals and messaging
You’re spending money on this – you need to be clear about what you want. Don’t just hand over a stack of products or carry our a mountain of services and hope for the best,” says Lisa. “As with any marketing plan, nut out what your goals are. What is the tone of the messaging? How often and what time of day will they post? Be involved at every step.”

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