How To Write a Nail Salon Marketing Plan + Template & Examples

Written by Dave Lavinsky

nail salon marketing plan

In this article, we will describe what should be included in each component of your marketing plan and provide some marketing strategies that can help you generate leads, build credibility, and strengthen the brand of your nail salon.

What is a Marketing Plan for a Nail Salon?

A nail salon marketing plan is a written document that outlines the specific actions you’ll take to generate leads, convert prospects into customers, and retain customers over time. This document is a crucial component of your larger nail salon business plan, as it details how you’ll attract and retain customers.

Your marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other nail salon businesses in your market. From there, you’ll need to develop targeted marketing campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal customers.

For example, if your USP is that you offer vegan and eco-friendly nail services, then your marketing plan might include strategies for reaching environmentally-conscious consumers through social media, partnerships with sustainable brands, and targeted email campaigns.

Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals and track your results regularly.

Why You Need a Nail Salon Marketing Plan?

There are many reasons why you need a marketing plan to start your nail salon. First and foremost, it will help you focus your efforts and ensure that you’re making the best use of your time and money.

With a well-crafted marketing plan in place, you’ll be able to track your progress and make necessary adjustments along the way. This will help you fine-tune your marketing efforts and eventually achieve the results you’re looking for.

In addition, a marketing plan will also give you a written record of your marketing activities. This can come in handy if you ever need to justify your marketing expenditures or report on your progress to stakeholders.

Finally, a marketing plan can help you avoid common mistakes that many nail salon businesses make. By taking the time to develop a comprehensive marketing plan, you’ll be in a much better position to avoid these pitfalls and set yourself up for success.

Marketing Plan Basics

A typical marketing plan includes the following components:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Offers
  6. Marketing Materials
  7. Promotions Strategy
  8. Digital Marketing Plan
  9. Conversion, Referral, and Retention Strategy
  10. Financial Projections

How to Write a Nail Salon Marketing Plan

Executive Summary

The first section of your nail salon marketing plan should be written as the final section of your marketing plan.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

Target Market Segments

Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your organization’s cause. Be sure to explain how you determined these target market segments.

For example, a nail salon business that specializes in natural nail care might target environmentally-conscious individuals, while a salon that offers luxury services may focus on affluent customers.

Once you have identified your target market segments, you’ll need to create buyer personas for each one. A buyer persona is a fictional character that represents a specific type of customer that you’re trying to reach.

When creating buyer personas, be sure to include detailed information about their demographics, behaviors, needs, and goals. This will help you develop targeted marketing campaigns that are more likely to resonate with each segment.

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other nail salon businesses in your market. It’s what makes you unique and it’s what will make prospective customers want to do business with you.

To develop your USP, start by brainstorming a list of all the things that make your nail salon business unique. Then, narrow down this list to the one or two things that are most important to your target market segments.

Pricing and Positioning Strategy

This section should cover your pricing strategy, how you determine pricing, and what sets your prices apart from those of competitors. If there are specific circumstances that might affect your pricing strategy for certain types of customers or in certain market conditions, be sure to mention them here.

For example, a nail salon business that uses all-natural and organic products may charge a premium for its services compared to other salons. This would be an important detail to include in the pricing and positioning strategy section of the marketing plan.

You should also include your positioning strategy in this section. Positioning is how you want your nail salon business to be perceived by potential customers. For example, you may want to position your business as a luxury spa experience or a budget-friendly option.

To develop your positioning strategy, start by thinking about the things that are most important to your target market segments. What needs do they have that you can address? What are their pain points? How can you position your business as the best choice to meet their needs?


Describe your company’s products and services in this section. Include any special offers, seasonal promotions, or plans to expand into new goods or services in the future. You will also want to include information about prices, discounts for bulk purchases, payment options, how frequently you offer sales, etc.

For example, nail salon businesses might offer a special promotion for bridal parties or a loyalty program for repeat customers.

Marketing Materials

In this section, you’ll want to include information about the marketing materials you use to promote your business. This might include your website, brochures, business cards, email newsletters, and social media accounts.

You should also include information about how often you update your marketing materials and what kinds of content you include in them. For example, nail salon businesses might regularly update their website with new nail art designs or post before and after photos on social media to showcase their services.

Promotions Strategy

Your promotions strategy should detail how you plan to generate interest in your products and services. This might include trade shows, webinars, speaking engagements, press releases, or social media campaigns.

You should also include information about how often you run promotions and what kind of marketing budget you have for them. For example, a nail salon business might offer a discount for first-time customers or team up with other local businesses to cross-promote services.

Digital Marketing Plan

In this section, you’ll want to detail your plans for reaching potential customers online. For a comprehensive digital marketing strategy, you should include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing.

You should also include information about how often you’ll update your website, blog, and social media accounts. For example, a nail salon might commit to posting two blog articles per week and updating its social media accounts daily.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should detail how you plan to turn potential customers into paying customers and keep them coming back for more.

This might include:

  • Creating incentives for referrals from existing customers
  • Offering rewards or loyalty programs for repeat customers
  • Providing excellent customer service to encourage positive reviews and recommendations.

Finally, it might include a loyalty program or other perks to thank your most loyal customers and keep them coming back.

Financial Projections

In this section, you should include your plans for generating revenue and growing your nail salon business. This might include information about your target customers, pricing strategy, distribution strategy, and promotions strategy. They should also include your nail salon startup costs.

You should also include financial statements for your nail salon business such as your income statement, balance sheet, and cash flow statement.

Common Marketing Strategies for a Nail Salon Business

Although every nail salon business will need to develop a marketing plan that meets its own unique needs, here are some common strategies you may choose to implement.

  • Targeted Advertising: Utilize targeted advertising platforms such as Facebook Ads or Google Ads to reach potential customers in your area. This allows you to specify the demographics, interests, and behaviors of your target market segments.
  • Social Media Marketing: Use social media platforms like Instagram, Pinterest, and Twitter to showcase your services, engage with customers, and build a following. You can also partner with influencers or collaborate with other businesses in the beauty industry to reach a larger audience.
  • Email Marketing: Keep your customers informed about new services, promotions, and salon updates through email newsletters. This is a great way to stay in touch with existing customers and encourage repeat visits.
  • Partnerships and Collaborations: Partnering with local businesses, such as hair salons or bridal shops, can help you reach new customers and cross-promote services. You can also collaborate with beauty brands to offer exclusive products or discounts.
  • Referral Programs: Encourage current customers to refer their friends and family by offering incentives, such as a discount on their next visit or a free service after a certain number of referrals. This is a cost-effective way to attract new customers and retain existing ones.
  • Community Involvement: Participate in community events or sponsor local charities to increase brand awareness and showcase your commitment to giving back. This can also help you build relationships with potential customers in your area.

The marketing strategy that you choose will strictly depend on the ideal customer and where you are most likely to reach them.

Sample Marketing Plan for a Nail Salon Business

Example – Polish Perfection

Executive Summary

Our nail salon is positioned as an upscale and luxurious option for individuals seeking a personalized and high-quality experience. Our target market includes women aged 18-40, professionals with disposable income, brides and bridal parties, and high school/college students. We offer non-toxic and cruelty-free products, exceptional customer service, and a relaxing atmosphere. Our marketing strategy includes various promotions, collaborations, and a strong digital presence.

We project sales of $200,000 in the first year and aim to increase brand awareness, customer retention, and online bookings over time. So even though our target market may be focused on specific areas or demographics, we strive to provide a welcoming and inclusive environment for all individuals who want to feel pampered and beautiful. Our salon is not just a business, but a community where everyone is valued and celebrated. We look forward to serving our clients and establishing ourselves as the go-to nail salon in the local area.

Target Market Segments

  • Women aged 18-40
  • Professionals with disposable income
  • Brides and bridal parties
  • High school and college students

Women aged 18-40:

  • Located in urban and suburban areas
  • College-educated
  • Working professionals or students
  • Middle to high-income level

Professionals with disposable income:

  • Located in urban areas
  • High-income level
  • Young professionals or established career individuals

Brides and bridal parties:

  • Located in suburban or rural areas
  • Engaged women aged 25-35
  • Middle to high-income level

High school and college students:

  • Located in urban and suburban areas
  • Aged 16-22
  • Middle to low-income level

Women aged 18-40:

  • Interested in self-care and beauty
  • Social media-savvy
  • Health-conscious
  • Willing to spend money on luxury services

Professionals with disposable income:

  • Fast-paced lifestyle, seeking convenience and quality services
  • Value self-image and presentation
  • Willing to pay for premium services

Brides and bridal parties:

  • Interested in beauty and pampering for special occasions
  • Budget-conscious but willing to splurge for important events
  • Looking for a reliable and high-quality salon experience

High school and college students:

  • Trendy and interested in trying new styles
  • Price-sensitive, looking for affordable options

Unique Selling Proposition (USP)

Our nail salon offers a luxurious and personalized experience with high-quality products, skilled technicians, and exceptional customer service. We prioritize the health and safety of our clients by using only non-toxic and cruelty-free products. Our salon also offers a relaxing atmosphere with complimentary refreshments and Wi-Fi.

Pricing and Positioning Strategy

Our nail salon is positioned as a premium and upscale option in the market. We offer higher quality services and products at slightly higher prices than our competitors. However, we also offer special discounts and packages for students, brides, and loyal customers to cater to different target segments.

Distribution Strategy

Our nail salon will mainly operate through our physical location, but we will also have an online booking system and social media pages for customers to make appointments and stay updated on promotions and services. We may also partner with other beauty businesses and bridal shops to reach a wider audience.


  • Loyalty program for repeat customers
  • Student discounts
  • Bridal packages and group services
  • First-time customer promotions

Marketing Materials

  • Business cards with contact information and promotions
  • Brochures showcasing services and pricing
  • Posters and flyers distributed in the local area
  • Social media graphics and posts highlighting current offers
  • Email newsletters with updates, promotions, and tips for nail care
  • Signage outside and inside the salon promoting current deals or events. Additionally, signage can include special messages about the salon’s values, such as non-toxic products or community involvement.

Promotions Strategy

  • Social media contests and giveaways to engage with followers and attract new customers
  • Referral program offering discounts for successful referrals
  • Collaborations with beauty influencers or partnerships with local businesses
  • Sponsorship of community events or charities

Digital Marketing Plan

Our digital marketing plan will focus on promoting our salon through various online channels, including social media, email marketing, and paid advertisements. We will also utilize search engine optimization (SEO) tactics to improve our online visibility and attract more customers.

Conversion, Referral, and Retention Strategy

Our conversion strategy will focus on providing a high-quality and personalized experience to our clients. We will also offer special promotions and packages for first-time customers to encourage them to become regulars. Our referral program and loyalty program will incentivize current clients to refer others and continue using our services.

Financial Projections

Our projected sales for the first year are $200,000 with an expected increase of 10% each year. Our estimated expenses include rent, supplies, employee salaries, and marketing costs. We anticipate breaking even in the first year and achieving a profit margin of 15-20% within three years.

Marketing Objectives:
  • Increase brand awareness by 25% within the first year of operation.
  • Acquire a minimum of 500 social media followers on Instagram and Facebook within the first six months.
  • Achieve a customer retention rate of 40% in the first year, increasing to 60% by the third year.
  • Generate $50,000 in sales from bridal parties within the first year.
  • Increase online bookings by 50% within the second year.
  • Collaborate with at least three local businesses for cross-promotion within the first year of operation.


Free Nail Salon Business Plan Example PDF

Download our nail salon business plan pdf here. This is a free nail salon business plan example to help you get started on your own nail salon plan.

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