Tanning Salon Marketing How to Keep Beds Booked
In the world of beauty and self-care, tanning salons offer something timeless — a golden glow, a confidence boost, and a relaxing escape. But with more options available to clients than ever before, from spray tans to at-home solutions, standing out as a professional tanning salon requires more than good service. You need targeted tanning salon marketing that builds visibility, drives bookings, and keeps your brand top of mind.
Whether you’re offering UV tanning, custom airbrush spray tans, or both, a smart marketing strategy will help you fill appointments, earn repeat business, and compete in a saturated market. Here’s how to build an effective plan that helps your tanning salon thrive.
Know Your Ideal Client
Before you market your services, take a moment to understand who you’re marketing to. Are your clients students looking for pre-vacation tans? Brides preparing for their big day? Busy professionals who want a glow all year long?
Defining your ideal client helps shape your tone, promotions, and content. It also ensures that your advertising dollars are spent reaching the right people — those most likely to book, return, and refer others.
By narrowing your audience, you can tailor your tanning salon marketing messages to speak directly to their needs, concerns, and lifestyles.
Create a Website That Converts
A strong online presence is a must for any modern tanning salon. Your website should reflect your brand and make it easy for clients to book appointments from any device.
What to include:
A clear service menu with descriptions of each tanning option
Pricing or membership details
Photos of your space and equipment
Frequently asked questions about prep and aftercare
Online booking integration
Testimonials or reviews from happy clients
Your website should be mobile-friendly, fast-loading, and optimized with local SEO phrases like “spray tanning in [city]” or “UV tanning salon near me.” This helps new clients find you when they search online.
Optimize Your Google Business Profile
Local visibility is essential for tanning salons. Clients are looking for convenience — something close to home, work, or school — so you want to appear prominently in local search results.
Make sure your Google Business Profile is:
Fully completed with accurate hours and contact info
Categorized properly (e.g., Tanning Salon, Beauty Spa)
Stocked with high-quality images of your salon and equipment
Actively collecting and responding to reviews
Encourage your most loyal clients to leave positive reviews and upload photos. Google favors listings that are active, well-reviewed, and frequently updated.
Local SEO is one of the most cost-effective tanning salon marketing tools available, especially for salons looking to increase walk-in traffic.
Use Social Media to Build Your Brand
Instagram and Facebook are powerful platforms for showing off that glow. Use social media to showcase your services, educate your followers, and build trust with your audience.
Post ideas include:
Client before-and-after shots (with permission)
Spray tan prep tips or myths busted
Tour videos of your clean, inviting space
Promotions for first-time clients or memberships
Seasonal content tied to vacations, weddings, or events
Consistency is key. Posting a few times a week, using local hashtags, and engaging with comments can help you build an organic following that turns into real bookings.
Promote Special Offers with Paid Ads
Want to grow quickly or fill last-minute spots? Paid advertising is a great way to boost visibility fast. Facebook, Instagram, and Google Ads let you target people in your area based on age, interests, and behavior.
Examples of high-performing ad ideas:
First tan free or discounted
Spray tan packages with a limited-time bonus
Prom season or bridal group promotions
Monthly unlimited tanning memberships
Make sure your ads lead to a landing page or booking system — not just your homepage. And always use a strong call to action like “Book Now,” “Claim Your Offer,” or “Get Your Glow.”
Strategic ads are a powerful part of any effective tanning salon marketing plan when paired with compelling visuals and clear offers.
Retain Clients with Email and SMS Campaigns
Repeat business is the foundation of a successful tanning salon. Keep your current clients coming back with email and text message marketing that adds value and maintains engagement.
You can send:
Appointment reminders and follow-ups
Exclusive offers for VIP clients
Tips on prolonging your tan or prepping for treatments
Birthday discounts or seasonal promos
Refer-a-friend incentives
These campaigns keep your salon top-of-mind and make clients feel appreciated. Tools like Vagaro, Square, or Mailchimp make automation easy so your marketing runs in the background while you focus on your clients.
Track and Optimize Your Strategy
No marketing plan is complete without tracking performance. Use tools like Google Analytics, Facebook Insights, and your booking system to measure:
Website traffic and conversions
Ad click-through and booking rates
Popular services and time slots
Repeat visit frequency and client lifetime value
By reviewing your data regularly, you can see what’s working and what’s not — and adjust your tanning salon marketing accordingly.
Final Thoughts
Tanning salons offer clients more than a bronze glow — they offer confidence, relaxation, and convenience. But in a competitive industry, success depends on more than skill or service quality. It requires visibility, trust, and connection — all delivered through a thoughtful, strategic marketing approach.
With a blend of local SEO, social media, paid advertising, and client retention tactics, your salon can become the go-to destination for sunless beauty in your community.
At Salon Marketer, we specialize in building customized marketing plans for salons just like yours. Book your free consultation today and let us help you glow — online and off — with expert tanning salon marketing that works.