Want more bookings? Start by building real relationships with your neighbours.

If you’re tired of chasing trends, dancing for the algorithm, or obsessing over vanity metrics — you’re not alone. At Salon Society, we’re all about showing up with purpose, and that means creating content and connections that lead to real clients and real growth.

This blog will show you why community marketing is one of the smartest (and most sustainable) ways to grow your salon.

Community Over Influence – Why Local Collabs Are the New Secret to Salon Success

“Community marketing” is a fancy term for something very real — building your salon brand within your local area by partnering with other businesses who serve the same people you do.

Think less “go viral,” more “be valuable.”
Think less trend-chasing, more relationship-building.

Whether you’re a salon owner in Perth, Brisbane, Melbourne or beyond — building your name locally creates long-term impact and a steady stream of dream clients.

What “Community Marketing” Looks Like for a Modern Salon

1. Local Giveaway Collab
Partner with 2–3 other local businesses (e.g., coffee shop, florist, beauty studio) to create a prize pack.
Each business shares the promo on their Instagram as a collaboration post = more local exposure for everyone.

Ensure these businesses share the same ideal client for you. 

EG: If you’re a Sustainable Salon align with sustainable skin clinics, clothing brands to ensure they are the right clients you are reaching that have the same shared values 


2. Service Swap with Creatives
Trade services with a photographer or content creator. You get gorgeous images, they get a fresh new look — and you both get great social content.


3. Pop-Up in Their Space
Bring your salon to them! Think: mini braiding bar at a boutique event, dry styling at a local market, or fringe trims at a wellness night.


4. Feature Local Favorites in Your Content
Shout out your favourite local businesses in your stories.
Pro Tip: Start a “Local Love” highlight on Instagram to build connections and share the vibe of your area.


5. Invite a Guest to Your Salon
Host a mini event or masterclass with a local brand expert. Not only do you both benefit from the exposure, but it gives your clients something fun to connect with.

Eg: If you’re a low tox hair salon, invite a local who is passionate about low tox life and uses oils as a part of their lifestyle to speak about this, document the visit for socials and collaborate the post to reach more of each others audiences who value a low tox lifestyle  

5 Types of Local Collabs That Drive Bookings

Q: How do I approach a local business for a collab?
A: Start with a genuine message. Compliment their brand, explain how your values align, and suggest a simple, mutually beneficial idea.


Q: What if they say no?
A: That’s okay! Some businesses may not be ready — keep the relationship warm and revisit later. There are always new people to connect with.


Q: I’m not great at networking – what’s a low-pressure first step?
A: Start small. Post about a favourite café or boutique and tag them. Relationship-building starts with recognition and consistency.


Q: How do I measure if a collab “worked”?
A: Look at engagement, brand exposure, and new conversations or bookings. Not all value is instant — many clients come back after seeing you a few times.

FAQs – Local Salon Marketing Through Collaborations

Once you’ve created a collaboration, it’s time to turn it into content gold. Here’s how:

Create a Reel of the collab in action
Tag all partners and the event location
Write a caption that speaks to your audience's values (community, beauty, fun, lifestyle)
Post behind-the-scenes stories and save them to a highlight
Use local keywords like PerthHair, BrisbaneSalonLife, SupportLocalAU

This is content that connects — and converts.

How to Promote Your Partnerships Online for Max Impact