Creating Your Own Path: Strategies for Building a Strong Clientele
In this career, we’re responsible for carving out our own paths—and that often means constantly looking for new ways to grow our clientele. The approach may vary for each of us, but one thing is universal: we should always be thinking creatively and strategically about how to build our client base.
Whether you own a salon, rent a booth, work as a commission stylist, or are just exploring your options, the following strategies are essential for everyone. Building lasting relationships, engaging in thoughtful marketing, leveraging social media, and creating effective referral programs are all key components of a successful plan.
Building Relationships
As service providers, we learn on day one that we’re solely responsible for attracting clients and how well we retain them. This kind of radical responsibility is fundamental to success—not just in our industry, but for any artist. Our name and reputation hinge on the quality of our work.
Providing a consistent, top-notch service from start to finish is the foundation of a strong client base. Every client is a walking billboard for your skills. When someone feels great about their hair, others notice—and they’ll ask where it was done. In my experience, happy clients are often eager to share your name with their friends, family, and even strangers.
This may be the oldest and most obvious method for building a clientele, but it works—and it still works. Word of mouth is timeless. Take pride in every service, every time. Your work will speak for itself.
Marketing: Referral Programs & Client Communication
Referral programs are one of the simplest, most effective ways to grow your business.
They build on the word-of-mouth strategy by giving clients a fun incentive to spread the word. A few examples that have proven to be successful are:
- “Refer three, get one free!”
- A free conditioning treatment for every referral
- Mini product sets as thank-you gifts for referrals
There are so many creative possibilities. The key is to make it enjoyable for both you and your clients.
Marketing should take many forms—and client communication is a big part of that. Keep an updated email list with contact information for your clients. Email is still one of the most reliable ways to reach people. When you send messages, keep them short, engaging, and relevant. Announce promotions, upcoming events, or referral rewards. When done well, this keeps clients excited to return and more likely to refer others to you.
The Importance of a Strong Website
Your website is almost always the very first impression a new client will have of you—so make it count. It should be visually appealing, easy to navigate, and clearly outline your services, products, and ways to connect.
Invest in a seamless online booking system or an easy way for clients to get in touch. You don’t need to be an SEO expert, but make sure your site shows up when someone searches for “best stylist near me.” Clear, searchable information about your offerings helps with that. Also, include a space—clearly visible—for clients to leave reviews. Social proof builds trust before a new client even walks through your door.
Content Marketing & Social Media
Content marketing and social media go hand in hand. Platforms like Instagram, TikTok, and Facebook are not only creative outlets—they’re powerful tools for attracting the right kind of clients. Use these spaces to showcase your work, promote your services, and highlight referral or loyalty programs.
Creating fresh, visual content gives people a clear idea of what they can expect when they book with you. Share your personality, specialties, and what makes your services unique. High-quality, visually appealing images are worth the time—your work deserves to be seen and appreciated.
Building Community Through Networking
Connecting with other local businesses isn’t just about being friendly—it’s smart and mutually beneficial. If your salon is located near shops, cafés, or other service providers, consider offering them a discount or starting a collaborative promotion. These partnerships create value on both sides and contribute to a stronger, more connected community.
When you build genuine relationships with your neighbors, you create a supportive ecosystem that uplifts everyone involved. A little collaboration can go a long way.
