One mistake that we see a lot of stylists make, especially when they’re first starting out with their social media strategy, is not creating separate accounts for their personal and professional life. They have a single account that they use for their personal enjoyment and also to promote their work.
This can quickly become a problem: The truth is, not everything that you would post to your personal social accounts belongs on your professional account. At best, managing your personal and professional accounts together could be holding you back; at worst, it might even be damaging your business.
There is a fine line between what information is too personal to share. In all of our social media education, we talk about how important it is to authentically show up on your business account and connect with your audience, by showcasing your personality and other elements of who you are that are relatable to those you are speaking to. But there are definitely certain topics that are not so appropriate to share on your business account.
Similar to a dinner party, those same rules are a good guideline to follow when posting on your business account. If you have other interests that you wouldn’t share with your client in your chair, then that is a good indication that it belongs on a personal social media account.
Below is a look at some tips about keeping your personal and professional accounts separate.
What belongs on your professional Instagram account?
When it comes to understanding what content does and doesn’t belong on your professional Instagram account, we often recommend that stylists try to organize their posts around four main pillars: You, the client experience, your creative process, and hair care. Including content that speaks to all four of these pillars can help you attract an audience that meshes with your personality and style.
1. You (The Stylist)
Ultimately, you are the main force of attraction to your chair. Regardless of the service you provide, clients connect the most with the person who they're spending that time with. It’s typical that clients develop relationships with their stylist that goes past the surface of the service you deliver.
Projecting your personality on social media is a great way for a potential client to connect with you before ever physically sitting in your chair. They may connect with you because you are a mom, or they like your sense of style, or your sense of humor. Whatever it is, these are all traits that could be attracting people to you and your business on a deeper level.
2. Client Experience
What makes the experience you give you clients unique? Is it your 10% magic? The type of services you offer? Your space? All of the above?
Similar to how you should show your personality throughout your social media marketing, you also want to open the doors to your hair home and show potential clients what they can expect if they come to you instead of the salon up the road.
How have you elevated your business? Do you offer beverages to your clients? Do you have a guest specialist who welcomes them every time they step into your space? Do you offer warm neck towels at the sink? Whatever it is that sets you or your business apart, is key to showcase in your marketing.
3. Your Creative Process
Sharing information about your creative process and about hair in general is another great way to start building trust prior to a client sitting in your chair. By educating your clients in clear, layman’s terms, you’re helping them view you as an expert for all things related to hair. This makes it much more likely that they will trust your opinion and expertise once they’re actually sitting in your chair. The fact that you’re providing them with free value in the form of education is also a tremendous draw.
By posting your creative process, you’re also showing that you’re an experienced professional who has the very best intentions for your clients and for the integrity of their hair.
4. Hair Care
Think of this content as a great opportunity for you to showcase what products you use and educate clients on why you use them.
Many stylists really hate the idea of “selling retail.” It can feel salsey and inauthentic. But think of it this way: You want your client to leave loving their hair, and continue loving it long after their appointment. Educating your clients on how to keep their hair looking fresh is all about the products they use. And who better to suggest something, than you?! The fact that it also helps you increase your profit margins is an added bonus.
What Not to Include
While you want to be authentic to your true self, you also want to ensure that you’re not oversharing or sharing information that could scare off potential clients. This will usually mean reserving posts about medical, political, or otherwise controversial subjects for your personal account instead of your professional account. Likewise, inside jokes or posts about your friends or family should probably be kept to your private account.
This ensures that everything you do post to your professional account is working toward one goal: Attracting your ideal client!
Tips for Launching Your Professional Instagram Account
Convinced that you should really be managing two separate accounts? Great! Here are some tips to help you launch your professional account effectively:
- Make sure it is categorized as a business or creator account. This will allow you to run ads, track all of your marketing analytics on the back end, and offer powerful insights into who your audience is. This includes data regarding when your audience is engaging with your content the most and more. It also allows you to add your contact information. For example you can add your information so with a quick click of a button they can call, email, or video chat you.
- Make sure your handle and your “name” in your bio is a clear description of what you do or what your speciality is. This will, again, help you attract only people who are actually interested in the kind of work that you do.
- Include other important information, such as your location, what you do, and where/how clients can book with you. Think of this as your digital business card.
Ready to up your social game even more? Sign up for our short mini-course, Let’s Get Social to learn more great tips!