Stepping Out of the Shadows: Why It’s Time to Take Control of Your Online Presence

Welcome to my inaugural blog post!

This feels a bit like stepping on stage for the first time in a while, but goes! After 30+ years in the beauty industry—starting as a stylist in Hollywood, running my own award-winning salon, and now diving into the digital marketing world—I’ve decided it’s time to share what I’ve picked up along the way. My hope is to offer a little guidance and insight and maybe help a few salon owners and stylists feel more in control of this digital marketing beast we’re all wrangling.

If you’re anything like me, you probably didn’t get into this business because you dreamed of mastering social media marketing or figuring out SEO. No, we got into this because we love the craft, the connection with our clients, and that feeling of transformation when someone leaves our chair looking and feeling (way) better than they felt walking in. But over the years, the reality of running a salon has changed. Now, it’s not enough to just be great at your craft—you’ve got to master the whole online presence thing, too.

I’ve most certainly been there. You’re managing client expectations, being a mom to stylists, fixing the clogged sink in the bathroom, and somehow finding time to create hair art. Meanwhile, the computer world is just sitting there, looming in the background, like a 12 headed monster waiting for you to figure out how to post an Instagram Reel to impress your teenage daughter or update your clunky website from 7 years ago. It’s a lot. But I’m here to help. If I can ease the burden for even one struggling salon owner, helping you feel proud of your online presence and in control of your digital narrative, I’ll consider it a win.

Who Am I? And Why This?

Let’s backtrack a little. As I mentioned, I’ve spent over three decades in the beauty industry. I started as a stylist in Hollywood, where the pace was haphazard, the creativity endless, and the learning curve steep. Eventually, I traded the red carpet chaos for the quieter, though no less demanding, salon owner’s life in Northern California. Ha! I opened a small salon, grew it into a big one, threw myself into the daily grind, and, like so many of you, found myself wearing way more hats than I ever anticipated.

Running a salon is not for the faint-hearted. Between managing clients’ needs, building your salon’s culture, and ensuring the sink drain doesn’t clog at the worst possible moment, there’s zero time to think about things like your digital marketing strategy. And trust me, I wasn’t always tech-savvy. I’ve made my fair share of mistakes and spent plenty of late nights Googling how to fix something I obliterated on my DIY website.

But as the beauty industry evolved, I realized that to grow my salon business—and keep up with the times—I had to figure out this digital stuff. Over time, I learned how to curate a cohesive online presence, one that truly reflected who I was and what my business stood for. And now, I want to help you do the same.

The Beast in the Room: Digital Marketing for Salon Owners

Let’s address the elephant—or should I say, the beast—in the room: digital marketing. If you’re like most salon owners I know, you didn’t sign up for this. You’re an artist, a creative, a people person, not a web designer, a digital marketer, or a social media strategist. But the truth is, whether we like it or not, our online presence has become just as crucial to our business as our shears, Dyson blowdryer, and color formulas.

Remember how, back in the day, people would book appointments based on word of mouth or maybe that fabulous sandwich board out front? These days, that’s been replaced by Instagram grids, online reviews, and sleek salon websites. Your digital presence is like your professional wardrobe. It’s the image you project and the vibe you give off, whether intentional or not. Think of your website as that perfectly tailored outfit you wear to impress and your Instagram feed as your casual but still polished weekend look.

Just like you wouldn’t throw on your stained sweats to meet a new client, your online presence shouldn’t be haphazard or neglected. It’s part of your salon brand. It’s how people decide whether they want to sit in your chair before they’ve even met you.

Why It Matters and Where to Start

Now, I know what you’re thinking: I barely have time to pee between appointments—how am I supposed to build a cohesive online brand? I’ve been there. I’ve juggled those balls, and I know how daunting it can feel to add “digital marketing expert” to the list of roles you’re already managing. But it doesn’t have to send you flailing off the overwhelm ledge.

The first thing to realize is that your online presence doesn’t have to be perfect; it just needs to be you. It needs to reflect your salon brand, your personality, and your salon’s vibe. I’m here to guide you through that process. So, let’s break it down into a few manageable steps:

1. Define Your Brand Story

Before you start posting, you need to get clear on who you are and what you stand for. What makes your salon unique? Why do your clients choose you over the stylist down the street? Think about what you want people to know about you and how you want them to feel when they interact with your salon brand. The VIBE. Are you the laid-back, friendly stylist who always makes clients laugh? Or are you the fancy, chic artist known for bold, creative transformations? Your salon brand is a bit more than just a logo or a color scheme—it’s the story you tell through your work and your online presence.

2. Start Small, Be Consistent

You don’t have to master the Facebook, Instagram, TicTok, and X all at once or build a 20-page salon website overnight. Pick one or two places to start—Instagram, Facebook, or a simple website—and focus on showing up consistently. You wouldn’t let a client’s babylights go without a touch-up for 6 months, so don’t let your online presence fade either. Consistency builds trust, and trust builds a loyal clientele.

3. Curate Your Digital Wardrobe

Your online presence should feel like your favorite outfit—one that makes you feel confident and put together. Make sure your website and social media profiles reflect the look and vibe you want to project. Are your photos professional and polished (or at least intentional)? Is your contact information easy to find? Does your website load quickly and look great on a phone screen? Think of it like curating your wardrobe for a big event—you want everything to fit seamlessly and represent who you are.

4. Take Baby Steps

You don’t have to do everything at once. Start with the basics: update your social media bio, clean up any outdated content, and start sharing photos of your work. One step at a time, you’ll build a cohesive, polished online presence that attracts the clients you want.

5. Ask for Help When You Need It

Just like you wouldn’t expect a client to give themselves a professional-level haircut, you don’t have to be a digital marketing expert overnight. It’s okay to ask for help, whether that’s from a tech-savvy friend, an online tutorial, or someone like me who’s been in your shoes. Surround yourself with the right tools and support, and you’ll feel a lot more in control.

My Mission: Helping You Step into the Light

This blog is my way of passing along everything I’ve learned throughout my career—from Hollywood hairstyling to running my own salon, to now helping stylists and salon owners like you navigate the digital world. If I can help just one struggling salon owner feel proud of their online presence and confident in their digital skills, then I’ve made a difference.

I know the digital landscape can feel intimidating. But you don’t have to tackle it alone. Together, we can tame the beast, clear the digital clutter, and build an online presence that reflects who you truly are. Let’s step out of the shadows and into the light, one click at a time.

Are you ready to show up online? I’m here to help.

~ Caroline

P.S.

To get this ball rolling, grab my freebie, The Ultimate Online Presence Checklist for Salon Owners, Simple Steps to Make Sure Clients and Talented Stylists Can Find Your Salon Online Today.