Phorest is a company with a Big Hairy Audacious Goal: to capture 25% of the global market for management software for hair salons and beauty parlours. They’re already number one in Ireland and the fastest growing in the UK, and they’ve just launched in the US.
Connor Keppel is Phorest’s marketing manager and he spoke to Technology.ie at the Sunday Business Post’s Digital Media and Marketing Summit in Croke Park. He explained that Phorest’s strategy is to focus on its vertical: to know its market – salon owners and managers – very well, and serve their needs.
That strategy is yielding results with social media marketing as well. Search is still important, says Connor, but Phorest have learned from experience about the power of social. They’re seeing a lot of leads generating from Facebook and Twitter, converting to sales on their website. Connor says it’s because their social content is focused on their customers, with tips and advice for salons on retention marketing: getting the salons’ customers to come back and spend more.
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