In this episode, Susan discusses the importance of local collaborations for salon and clinic owners looking to build their client base. While acknowledging the role of social media for visibility, she notes that personal connections and local partnerships can yield quicker results. Susan also shares insights from her experience at the Beauty Directors Club Business Bootcamp in Malta, where she explored over 30 collaboration strategies with various local businesses. KEY TAKEAWAYS While social media is important for visibility, building personal connections through local collaborations can be more effective for growing a client base in the beauty industry. Before pursuing local collaborations, it's crucial to clarify what you want to be known for (e.g., skincare expert or nail technician) to direct your efforts effectively. There are numerous local businesses and organisations to collaborate with, such as slimming clubs, jewellers, travel agents, and corporate clients, which can help expand your reach and client base. When collaborating, consider offering competitions, discounts, or gift vouchers that not only attract new clients but also encourage them to share their positive experiences with others. Develop a strategy for collaborations, ensuring you understand the benefits for both your business and your partners. Regularly assess the effectiveness of these collaborations to maximise their impact. BEST MOMENTS "I always think that social media has a great place, but to me, it's more for visibility rather than being in a room or personally speaking to someone." "When you are going to collaborate locally, you need to first of all think about what the benefit is, what benefit it's going to have to your business." "If you want to be known as the local skincare expert, then that is where you need to be putting all of your strength and focus." "With slimming clubs, you could offer to run competitions with them. Part of the competition is someone wins a gift voucher or a gift bag." "It's just having those ideas to be in front of people at the right time as well." HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ SPONSOR https://www.phorest.com/

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