Practical, compact and unapologetically actionable, The A-Z of Beauty Salon Marketing is the handbook salon owners, managers and senior stylists have been waiting for. If you're tired of theory-heavy marketing books that don't fit into a busy salon schedule, this is the resource that translates modern digital marketing into bite-sized, testable steps you can apply tomorrow. Christian Strutt strips back complexity and delivers an A-Z playbook of proven tactics to grow bookings, boost retail sales, protect margin and build a brand that clients trust.
What you'll get inside
- 26 focused entries (A-Z) that cover every marketing and business function relevant to salons: Acquisition, Branding, Conversion, Data, Email, Fulfilment, Local SEO, Influencers, Loyalty, Mobile UX, Pricing, Retargeting, Social Commerce, Testing, Zero-Party Data and more.
- Practical checklists, quick experiments and measurement tips so each idea can be implemented and evaluated without guesswork.
- A prioritised road-map: quick wins for the first 90 days, medium-term projects for 3-9 months and strategic investments for the year ahead.
- Concrete KPI frameworks: how to measure LTV, CAC, AOV, rebooking and retention so you can link marketing activity to profit, not just vanity metrics.
- Advice that spans both in-salon service experience and online commerce, including fulfilment, returns and subscription models for retail products.
Why this book works for busy salon professionals
Christian wrote this book for people who run salons, not for academics. Each entry is action-focused: no long, theoretical chapters you'll never finish. Instead you'll find short, usable guidance-what to change, how to test it, and how to tell whether it's working. Read a single entry during your lunch break, put one improvement into practice that week, and watch small gains compound into meaningful revenue and loyalty over time.
Core principles you'll adopt
- Lifetime value beats short-term traffic: pay attention to retention, product sales and referrals so acquisition spends actually pay off.
- Measure the right things: ditch likes and impressions in favour of conversion, margin and cohort retention.
- Improve continuously: small UX fixes, better photos, and smarter email automation add up fast.
- Customer experience is the product: deliver on marketing promises with consistent in-chair service and follow-up.
- Invest in systems: a reliable booking platform, CRM and analytics save you time and protect profitability as you scale.
- Locality and brand matter: hyperlocal SEO and a distinctive brand position make acquisition more efficient and defensible.
Who should read this book
- Salon owners who want to grow profitably and reduce marketing waste.
- Managers responsible for bookings, client retention and team performance.
- Senior stylists who want to understand pricing, client journeys and how their work feeds into business metrics.
- Salon marketers and consultants seeking a practical framework applicable to small and multi-location operations.
How to use the book
Treat each letter as a menu of deliberate choices rather than a to-do list. Use it as a quick reference, a plan-builder or a checklist for daily operations. Start where the business is most fragile-often booking conversion, retention or inconsistent client experience-and run rapid, measurable tests.
If you're ready to stop guessing and start building a salon that thrives, this A-Z handbook gives you the tools, the measurements and the mindset to turn craft and hospitality into predictable, profitable growth from Christian Strutt, currently owner of leading marketing agency Milton Keynes Marketing at www.MiltonKeynesMarketing.uk
