How to Get New Salon Clients Organically (7 ways)

One of the key components of a successful beauty business is attracting new clients. There are several inexpensive options for getting your biz in front of new faces and we’re sharing the step-by-step keys to success here.

Understanding Client Retention vs Client Acquisition

Before diving into ways to attract new clients, it's crucial to understand the interplay between client acquisition and retention. Both are vital for salon your salons success and longevity, but they serve different purposes.

  • Client Acquisition: This involves bringing in fresh faces to your salon. It's about expanding your client base, increasing your brand visibility, and boosting immediate revenue. But, the cost of acquiring a new client can often be higher than retaining an existing one. That's why effective, organic acquisition strategies (like the ones we’ll discuss) are essential – they offer sustainable growth without excessive costs.
  • Client Retention: While bringing in new clients is essential, keeping them is equally (if not more) important. Loyal clients not only provide consistent revenue but also become advocates for your salon. Their word-of-mouth recommendations, frequent visits, and trust in your services builds the foundation for a healthy business. In many cases, retaining a client can be more valuable in the long run than acquiring a new one.

Balancing these two pillars is the key to a thriving salon business. While this article focuses on organic acquisition strategies, remember that integrating them with good retention practices makes for a holistic approach to salon success. Okay, let's get into our list.

7 Ways to Get New Salon Clients Organically

Here are seven ways to get new salon clients:

  1. Use Google Business Profiles
  2. Promote on Social Media
  3. Get on Groupon
  4. Start a Client Referral Program
  5. Host an Open House
  6. Network in the Neighborhood
  7. Client Retention Is What Counts

Let's dive deeper into each one.

1. Use Google Business Profiles 

Before signing up for other service platforms, be sure to make the most out of a free Google Business Profile first. You can instantly create a stronger online presence, and the exposure is exponentially more than most other websites – who doesn’t turn to Google first when searching for just about anything?

  1. Navigate to
  2. Click “Manage Now”
  3. Add your business name and info 
  4. While you wait for your business to verify, go back to “Manage Now” and start to fill in all the key info about your business, including the operating hours, description of services offered, contact details, and a link to your website, so that anyone searching can easily take the next step toward booking you. 
  5. Any time you want to manage or update your google business info, go back to this link.

2. Promote on Social Media 

You’re likely already using social media to show off your work, so you may as well use these platforms to boost your business growth with paid promotions or strategic campaigns.

On Instagram:

  1. Add a “Book” button on your Instagram bio to easily increase your bookings. You can do this quickly with the GlossGenius app by heading to Settings > Booking Controls & Notifications > Facebook/Instagram Booking > Connect to Facebook. It will prompt you to log in to connect your booking button. 
  2. Consistently post engaging content such as stunning before and afters, time-lapse videos of a top-selling service, Stories that share a tip of the day, or polls to gauge your audience’s thoughts and opinions on an industry-related topic.

On Facebook:

  1. Create a business page that puts your brand front-and-center with your location, business hours, and services paired with an eye-catching cover photo and profile picture. 
  2. Start inviting friends to your page, stay engaged with newcomers, and watch as the “likes” organically start to grow. 
  3. Encourage every client to “check-in” on Facebook with an incentive (something as simple as a free sample is fine), so that all their friends have social proof of your work as a trusted service provider.

On any social media platform:

  1. Use your hashtags. We did a study of the most popular hashtags for MUAs and stylists and found that these are the best hashtags to help artists get discovered. Also, be sure to include some location-specific tags to draw local searchers to your page. 
  2. Host contests and giveaways. Running a giveaway where people need to follow you, like your post and tag others can bring in new followers at a minimum cost (that cost essentially equates to whatever you’re willing to give away, be it a package of products or an easy-to-execute service).
  3. Encourage others to share your page. Start with your friends and family and get more strategic as you grow by introducing incentives and client referral programs (more on that below).

3. Get on Groupon

Yes, we know that this website is in fact a marketplace, but Groupon can be an effective client acquisition tool if you do it right.

  1. Focus on new clients. The trick is to get new clients in the door with attractive deals, then do what you do best to win over a loyal regular. Keep in mind that Groupon’s business model is to take a cut of every transaction completed using their platform so your goal here should be focused only on attracting new clients. 
  2. Negotiate your deals with Groupon and set a price for your prospective customers that will be alluring for them without hurting your bottom line. 
  3. Be smart about terms and conditions. Luckily, Groupon gives you the freedom to set your own rules about how and when your Deals can be used. Deals should have redemption rules (e.g. once per year), expiration dates, and they should stipulate who can use them and when.

4. Start a Client Referral Program

No matter how many digital marketing mavens try to fight it, there’s no denying that word-of-mouth marketing still goes a long way. Your VIPs are regulars for a reason and it won’t take much to get them to help spread the word. As a token of appreciation for them, you can show some love with a referral rewards program for existing clients who send new folks your way. A gift card towards a future service, an add-on service, or a certain percentage off their next visit, might triple the return once the word gets out.

5. Host an Open House

You don’t have to be celebrating a grand opening to host an open house. These engaging events can be hosted anytime you have something new to share (a number of new staff members, an updated services menu, an updated salon look, etc.) or whenever you’re looking to expand your roster of clients. While the number one reason for hosting an event like this is to generate new customers, it’s also important to create a sense of community with your neighbors. By extending invitations beyond your clientele, you’re opening the door to collaborate with other professionals, which is great for word-of-mouth referrals!

6. Network in the Neighborhood

On the topic of being neighborly, there are several community-based websites that act as a liaison for residents of your local area. Companies like Nextdoor have hundreds of thousands of users all looking to build real-world connections and take recommendations from those nearby. And with sites that boast global reach like this one, you can use the same model for connecting with new peers and potential clients in cities across the country (or world) should you choose to expand your empire. Just like GlossGenius, it only takes a couple of clicks to get started on Nextdoor.

7. Client Retention Is What Counts

Being able to boost your client base is an important skill to have as an independent beauty professional, but client retention is the real key to survival. Because existing clients are statistically more likely to spend more and to recommend your services to others, keeping them happy is going to be one of the biggest assets to your business. In our free Client Retention Workbook, we walk you through simple tactics you can employ to reinforce client retention before, during, and after every appointment. Being the boss that you are, we know you won’t stop there, so whether you’re looking to level up your goals, build a team, or set up a second shop, we’ve got you covered.

GlossGenius also now has a Rebooking Reminder feature, which is an automatic text reminder sent to your clients reminding them to rebook after their service. It's a small feature that is getting incredible feedback from our customers as it helps turn your new clients into repeat clients on autopilot.


In conclusion, while attracting new clients to your salon is key, making they come back time and time again is the true measure of lasting success. As the beauty industry evolves, so should your strategies. With tools like GlossGenius at your fingertips, the power to enhance client retention and rebookings becomes remarkably accessible.

Its tailored marketing features are designed to meet the unique needs of salon professionals, ensuring that you stay ahead of the curve. Don’t just take our word for it—experience the transformative potential of GlossGenius for yourself. Start your free trial today and embark on a journey of amplified client relationships and business growth.

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