Consulting
HubSpot and local search for a salon-studio franchise
- HubSpot
- Google Business Profile
Summary
- Challenge
- For a salon-studio franchise, recruiting independent stylists is the pipeline, and an owner-run team has no marketing department to run a CRM or local listings.
- What I built
- Prospective stylists segmented in HubSpot, owner and manager training, and managed Google Business Profiles, with ongoing support.
- Result
- The owners work their own recruiting list, and the locations stay current in local search.
- Role
- Independent consultant
- With
- The owners and managers
- Status
- Ongoing since 2022. The client is not named
Independent consulting, which I have done since 2021 alongside full-time roles.
The situation
A small team, a CRM and no marketing department.
The client is a franchise that leases salon studios to independent stylists. For a location, recruiting stylists is the pipeline: a studio that sits empty costs the same whether the prospect was never found or never followed up.
The owners had HubSpot and no one whose job was to run it. They needed to see and work the stylists they were recruiting, and to be found when a stylist searched for studio space nearby.
What I built
The right amount of system for the team.
Four pieces, sized for owners who run the business and the CRM at the same time.
-
Prospective stylists, segmented
I segmented the stylists they are recruiting in HubSpot, so the owners can see who they are talking to and work them as a list instead of an inbox.
-
Training the owners
I trained the owners and managers to run HubSpot themselves, so the system does not depend on me being in the room.
-
Google Business Profiles
I manage their Google Business Profiles, including hours, photos, posts and reviews, so the locations show up accurately when stylists search nearby.
-
Ongoing support
Since 2022 I have supported the team as they use HubSpot: fixes, questions and changes as the business grows.
The setup
Found locally, worked from a segmented list.
Result
The owners run their own recruiting list, and the locations stay current in local search.
The engagement has run since 2022. It works without a marketing department because it was sized for the team that runs it: a segmented list, trained owners, accurate listings and support when something changes. Choosing the right amount of system for a team this size is part of the job.
The stack
What it ran on.
CRM
- HubSpot
- Segmentation
- Lists
Local search
- Google Business Profile
Enablement
- Owner and manager training
- Ongoing support
Next case study
The full system these parts sit inside, from account data to closed-loop reporting.
Open to senior and manager-level roles
Need the demand engine built, or someone to run it?
Demand generation, marketing operations and RevOps roles in complex B2B, remote or hybrid from Omaha. I also take on a small number of scoped builds.