You Are the Subject Matter Expert

Today in social media, video content is king, queen, and joker.

As fellow stylists we know you did not go to cosmetology school to become a photographer, videographer, digital marketer, content creator, and media personality. But in 2022 those are the hats we wear as we desire to grow our clientele and our revenue.

Before we completely flame out trying to create all the content for all the platforms, let’s first establish the purpose of content.

Content ———-> Inform ———> Sell.

Our goal is to lead a potential client into becoming an actual client. Doesn’t matter what you are selling.

We are already experts in our field and have monetized your knowledge with the people who sit in our chairs and pay us money. This makes us Subject Matter Experts which means we can approach content very differently than the average influencer.  We can approach content creation as if it is an extension of what we are already promoting and selling in the salon, our philosophical and technical approach to solving the challenges clients are having with their hair.

Each piece of content you create must have an explicit purpose.

Purpose 1: Direct sales.

You are selling directly from your platform. As stylists we have the option of booking appointments directly from your profile. Link in bio, swipe ups, link in post (FB + Twitter).

Purpose 2: Gathering qualified leads

Gaining awareness to bring the prospective client to your online home (your website + email list). You don’t own your social profiles. IG could be gone tomorrow, your booking platform could shut down today. Where do you have a record of everyone who has ever been interested in you and what you offer?

Purpose 3: Building and leveraging an engaging community and leading them back to Purpose 2

Numbers matter and then they don’t. Having a high follower count doesn’t mean anything if you either have nothing for them to buy or they aren’t the folks who were going to buy from you anyway.  An engaged following of 500 means so much more than 50k squatters who aren’t paying attention to you.

So make that reel and post it. Ask for the sale in your stories. Explain something you’re an expert in for five minutes in a live video. Your authentic engagement with the platform of your choice is what your potential clients are using to learn more about you, understand your personality, and click book now on your website.