Issue link: https://www.ahpindiestylist.com/i/1280345
32 indie stylist Volume 1 Issue 2 Study your niche market. Market research is an important step to finding out how your intended market works. Learn the ins and outs of your niche market through online searches for information on regulations, trends, and your competition. Scope out your competition. Fortunately, it's easy to get the scoop on your competitors. Just search area salons for size, who they employ, their focus (or niche), special services, fees for service, strengths, weaknesses, etc. Use this info to identify gaps in service. Fill the void. Review competitor info to discover marketing strategies. Is their website filled with text-only content? Does their social media include videos, infographics, or pictures? Are they using Instagram effectively? Do they have a YouTube channel? Facebook page? Does their marketing lack depth? Look for anything your competition isn't doing well. Is there a particular client base (niche) your competition is missing? Is there a platform your competition is ignoring? MARKETING TO YOUR NICHE You've done the work to find your unique niche; now it's time to create a marketing plan. These helpful tips from Kati Whitledge for marketing to brides are great for any niche. • Create a message that sets your salon apart from competitors—and share this message over and over again. That way, when people think of your salon, they think, "They're an amazing bridal hair salon!" • Capture guest feedback. Whether emailing former brides for testimonials or bringing clients to an event to capture video testimonials, you want to obtain any and all resources to prove that you are who you say you are as a company. Photos show your talent, but testimonials bridge the emotional gap between future brides and your salon. • Analyze your competition and make sure what you provide exceeds them in value. We are able to position our packages at a higher investment level because we create an easy all-inclusive opportunity for brides. The value we offer is hard for others to compete with. If they choose us, it's not based on price [but] on the overall value.