As the world moves rapidly into the electronic age, Google has really helped set the standard for how businesses manage and control their presence online. There are two features that Google provides that are essential for any tanning salon owner: Google Adwords and Google Alerts.
Google Adwords
Adwords, when used correctly, will help you make sure your tanning salon comes out at (or near) the top of Google search results in your local market. That will provide you with access to a targeted customer base comprised of people that are actively seeking the services you provide in the area that you provide them. To get started, visit www.adwords.google.com and set up an account. Once that is done, you will need to create a campaign. There are a few different aspects to creating a campaign, including:
Budget. This budget can be adjusted as your needs change—my recommendation is a higher budget during busy season and a lower budget during slow season. I suggest starting with a weekly budget, and adjust it when and if you see results.
Headline and description. The headline is what is going to catch the eye of online searchers and make them want to click on your link. When crafting your headline, think catchy and specific. For example, a salon in the Los Angeles area might choose, “Tanning Los Angeles” or “Best Sunless Tanning LA.” Beyond the headline, the two-line description is very important—this is what describes your services and provides further insight into what someone can expect from your salon.
Keywords. These are the words and phrases a customer is most likely to type into the search bar to find your service. You can have as many keywords as you want—try to think of as many terms as possible that describe your business: tanning, sunless tanning, airbrush tanning, suntanning LA, sun beds LA, best tan LA, etc. A good way to get started is to put yourself in the place of the customer searching for your particular services or products—what would you type in to the search bar?
Link. Once you’ve drawn attention with your keywords, headline and description, online searchers will click on your link and be directed to your salon site. Once there, it is up to you and your site developer to make sure the site can turn them into customers.
It is important to note that Adwords is an auction-based advertising site. So, if a competitor outbids you, your ad may not appear in the search results. Your natural response is probably to up your bid; however, be aware that bidding wars can easily get out of hand. Therefore, actively monitoring your budget is vital to your campaign’s success. Fortunately, Adwords provides many tools to help you keep your budget in check. One great feature is that you have the ability to turn the campaign on or off daily, as your budget and cash flow dictate.
For those who do not have time to monitor their own campaign, there are companies available that will do it for you. They charge a nominal fee—and, for owners that have more than one salon, it may be a worthwhile investment.
Google Alerts
Google Alerts is a free service that enables you to stay on top of industry news and your business. To sign up, visit www.google.com/alerts, and enter your search terms and your e-mail address. You can also select what medium you would like Google search for those terms (news, blogs, web, video group or comprehensive) and how often you would like results e-mailed to you.
I truly believe this is a must-have for any salon owner for two reasons:
1. Google monitors review sites—such as Citysearch and Yelp—and blog sites, which means you will know right away if someone posts a good or bad review of your salon. And, if it’s a bad review, you can address the problem immediately and minimize any negative effect on your reputation.
2. Choosing generic terms regarding the industry enables you to stay on top of news related tanning. This is especially helpful in regard pending legislation—the earlier you find out about potential anti-tanning laws, the more time you have to fight against it. In addition, you will be aware of any anti-tanning articles that come out, which gives you the opportunity to respond via online comments or letters to the editor or blogger—and pro-tanning responses can have a tremendous effect on public opinion.
James Oliver is the CEO of New York-based Beach Bum Tanning, a chain of more than 50 tanning and airbrush-tanning salons throughout Connecticut, New York, New Jersey and Virginia. Founded in 1996 in Forest Hills, N.Y., Beach Bum Tanning has become one the most recognized and respected salon chains in the New York metro area, and it is the official tanning salon of the New York Knicks City Dancers and the New Jersey Nets Dancers.
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