A huge number of social media followers is nice sure, but really engaging with the ones you already have? Well, that’s invaluable.

Consider this: your existing customers are not only supporting your Instagram account, they’re likely supporting your salon too. So nurturing them is going to go a long way to ensuring you still have a clientele when you throw open your doors, post-Coronavirus pandemic.

Engage, engage, engage
If someone ignores you, chances are you’ll stop trying to start a conversation with them, right? Same goes for social media. If you never reply to your followers’ comments, they’ll eventually stop commenting. “Use this as an opportunity to start a conversation,” says marketing expert Leoni Gerald. “For example, if somebody comments on a post, reply by asking them a question, asking them for their feedback or thanking them for their feedback. Going that step further will really show that you care.”

Add value
Whether it’s to make them smile during this stressful time, or to educate, your followers need to feel like they’re getting something out of your account that they cannot get somewhere else. “If you share valuable content that forms an emotional connection with your audience, you can build trust and develop a loyal community,” says Leoni. “Another important factor is to read your Insights and understand what content is performing best. You can filter your Insights to view your best performing posts based on a variety of factors and time frames.”

Be consistent
Social media isn’t a “when you feel like it” part of your marketing strategy. Your customers scroll multiple times every day. If you’re not there, you cannot expect to be on their mind. Create a weekly plan; know what you’re going to post and when. “Being organised will also help you to think more clearly about what you want to do and how you are going to execute it. If you want to see results and make an impact with your Instagram account, it’s vital to plan ahead and be consistent,” says Leoni. “Don’t get discouraged when things don’t perform as well as you hoped for; keep going, alter the plan if you need to and show up for your Instagram community.”

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