Forget analytics and online advertising for your main market. The people you need to reach may be worrying about the problems you're solving, but they're not in general sitting browsing the web.
Reaching out to them means
Going to see them - in the times you know are convenient for them
Making friends with individual salespeople who are looking to get their (physical) products onto salon shelves - because they'll invest the time and money you may not have, and can trade notes on opportunities. You can connect through shows - I'm hoping you made it to Salon International last month, and will have some visibility of the brands trying to grow or establish their positions.
Connecting with trainees, who are potential customers and advocates both in their training and their subsequent career
Salons watch their competitors closely. If your system helps you improve no-shows it will market itself.
There's lots I like about your website, but it strikes me that it goes too quickly from good, simple stuff to a mound of features.
From my knowledge of this market in the UK, your competition is
The hand-written appointment book
PC-based salon management packages with no strong web proposition
I'd suggest that you need to target salons in both categories. (1) is greenfield, but may be very tech-averse, (2) by definition has tech exposure, probably is frustrated by the poor online support, but is already invested in an alternative.
You'll learn how to navigate these issues face-to-face. And you'll find what non-problems you may be giving prominence, what headaches you're not addressing and what language works best to describe, for instance, how texting customers with appointment reminders turns out to be strongly positive for the bottom-line of both the specialist and the salon. That 'both' is very important, as both the salon and the stylist are usually directly involved in the commercial outcomes.
