Running a tanning salon means juggling client satisfaction, equipment maintenance, and the constant challenge of keeping your appointment book full. If you're looking to boost bookings and fill those sunbeds consistently, you're in the right place.
These seven proven marketing tactics are straightforward to implement and perfect for salon owners who want to see results (aka: more revenue for their salon) without breaking the bank or spending months on complex campaigns.
Your Google My Business listing is often the first impression potential customers get of your salon, so make it count. Start by claiming your listing if you haven't already, then ensure every detail is spot-on: your business name, address, phone number, and opening hours should be accurate and consistent across all platforms.
Next, upload high-quality photos that showcase your salon's best features. Include shots of your sunbeds, your welcoming reception area, and perhaps your team in action. These visuals help potential customers feel more comfortable about visiting, especially if they're new to tanning.
The real game-changer? Encouraging satisfied clients to leave reviews that include location-specific keywords like "best tanning salon in [your area]" or "sunbeds near me." A simple follow-up text after their session asking for a quick review can work wonders. Just remember to respond to all reviews—both positive and negative—professionally and promptly.
While your Google My Business profile handles local discovery, your website needs to work just as hard. Create dedicated pages for location-specific searches. For example, if you're in Norwich, have a page optimized for "Norwich tanning salon" or "sunbed sessions Norwich."
Embed a Google Map on your contact page and naturally weave location keywords throughout your content. Don't stuff keywords unnaturally—instead, write content that genuinely helps local customers. Link to relevant blog posts about seasonal tanning tips or equipment guides to keep visitors engaged and show search engines your site offers real value.
Your existing clients are your best marketing asset. Launch a referral program that rewards both the referrer and the new customer—something like "Refer a friend and you both get a free session" works brilliantly because it benefits everyone involved.
Complement this with a loyalty program that encourages repeat visits. A classic "buy 10 sessions, get the 11th free" card system is simple but effective. Regular clients provide steady revenue and become advocates for your business, naturally spreading word-of-mouth recommendations that money can't buy.
Social media success for tanning salons isn't about posting random content—it's about showcasing real results and creating a community. Share authentic before-and-after photos (always with customer permission) and use popular hashtags like #GlowGoals or #TanningLife to reach potential customers.
Instagram Stories are particularly powerful for salons. Show behind-the-scenes content, introduce your team members, or give quick tours of your facilities. This builds trust and familiarity before customers even walk through your door. Consider running targeted Facebook ads to people in your local area who've shown interest in beauty and wellness services.
Look for businesses that serve similar customers but aren't direct competitors. Gyms are natural partners—their members often want to look their best year-round. Wedding planners work with brides who want that perfect glow for their big day. Hair and beauty salons serve clients who already prioritize their appearance.
Create package deals that benefit everyone. A "Glow & Fitness" package with a local gym or a "Bridal Beauty Bundle" with a wedding hair specialist can attract new customers while providing added value. Set up cross-promotional arrangements where you display each other's flyers or offer reciprocal discounts.
Read on: Tanning for everyone: expanding your target group
Many potential customers hesitate to try tanning because they're unsure about the process or concerned about the investment. Remove these barriers with attractive first-timer packages—perhaps a discounted three-session starter pack or a "taster session" at a reduced price.
Use these introductory offers to collect contact information for future marketing. Once customers experience your service quality and see results, they're much more likely to commit to regular sessions or membership plans. This approach transforms curious browsers into committed clients.
Tanning demand naturally fluctuates throughout the year, but smart marketing can smooth out these peaks and valleys. Create seasonal campaigns that tap into what customers want at different times: "Winter Glow Boost" packages for the darker months, "Holiday Prep Specials" before major celebrations, or "Back-to-Work Confidence" offers in January.
Use urgency to drive action with phrases like "Limited time only" or "Available this month only." Visual marketing materials that match the season—warm, cozy imagery for winter campaigns or bright, energetic visuals for summer prep—help your promotions feel timely and relevant.
Don't try to implement all seven tactics at once. Pick two or three that feel most achievable for your current situation and focus on executing them well. You might start with optimizing your Google My Business profile and launching a simple referral program, then gradually add other strategies as you see results.
Remember, successful marketing for tanning salons is about building relationships and trust within your local community. These tactics work because they focus on genuine value for your customers while making your business more visible and accessible to potential new clients.
Ready to boost your bookings? Pick your first two tactics and get started this week. Your next read: 4 Fun marketing ideas to sell more sunbed sessions