The esthetics business is a fiercely competitive one, and without a solid marketing strategy, you are set to fail. Understanding your clientele is key and knowing how to reach and speak to them is equally important. Thankfully, there are many tools and techniques that you can use today to help your business stand apart without breaking the bank. Here are a few tips on how to market your esthetics business the right way.
Word of Mouth
Word of mouth still remains one of the most powerful tools you can use today in your business. But in order for word of mouth to work, you have to work on providing outstanding service first. You could do that by looking at what successful estheticians are doing and look at how you could implement their approach in your business.
Check the best-reviewed esthetics clinics in your area and pay them a visit. Pay attention to what kind of service you’re getting once you get in the door. Look at the decor and the staff. Look at the techniques they’re using. Check their prices and special promotions. And get a treatment as well. All of this will allow you to get some important intel on them and on what you can improve.
Always keep on extending your knowledge on your craft as well. For instance, did you know that using heat when applying cleansers and serums can help them reach much deeper into the skin and create much better results? These are the kinds of small details that a lot of us aren’t aware of but could make a huge difference. If you to learn how different temperatures can benefit certain kinds of treatments, check this article to learn more.
But for word of mouth to really work, you have to push for more reviews as well. You don’t have to force your patrons for reviews, however. One thing you could do is set up a loyalty program. You have to make sure that you get their consent to send them emails and offers as well. This will allow you to build a rapport with your regular clients. All you’ll have to do now is send them an email asking them if they’ve reviewed your business yet. Most of your regulars will be more than happy to leave reviews for you as long as you provide consistent service.
Set up a Referral Program
Setting up a referral program is another low-cost way to promote your business and let your clients do some of the legwork. Establishing a referral program will allow you to reward loyal customers and start building a steady clientele. One way you could do this is offering a 25% discount on their next service for every person they refer and offer a 25% discount to the person they referred to you. If you have enough clients that do this for you, you could start getting tons of new clients with little effort.
You should try to be as active as possible on Facebook and take advantage of everything it has to offer. While using your Facebook profile to build your clientele from scratch can be difficult, you should use it to keep in touch with your current customers. You should also look into Facebook advertising and offer free treatments to attract new clients. But make sure that you understand how Facebook marketing works since it can be easy to waste money on poorly planned or targeted Facebook ad campaigns.
Have a Solid Blog and Website
Having a good blog and website can help you showcase your expertise. This is also a great way to get noticed on a local level. But you first have to make sure that you have a Google My Business profile set up and make sure that everything is in order. This includes making sure that your contact information is consistent everywhere it is posted online and optimizing your description as well. Using location-based keywords moderately and naturally into your website and blog content are also good ways to increase your visibility. Also, add query-based questions and have a detail FAQ section to attract local voice searches.
Build Connections with Others in the Industry
Another thing you should do is start building connections with other professionals closely related to your niche. For example, if you’re focused mainly on facials and one of your clients is looking for a good hair stylist, massage therapist, or manicurist, it would be wise to have a few of their numbers in your Rolodex and refer clients to them.
These kinds of relationships could start paying dividends later on. Not only will your clientele be appreciative for your help, but the other professionals will also appreciate the gesture as well. You could start building a partnership with multiple service providers and start building each other’s clientele that way.
Become Recognized in your Community
People usually look for estheticians in their community, so it’s important that you make your presence felt in yours. Make sure that you spread the word everywhere you go and let people know that you’re an esthetician whenever possible. Always keep business cards with you and pass out flyers. Go to local markets and businesses and ask if you can hang up fliers there. Distribute discounts or catchy brochures to potential clients. You just never know when you’ll meet someone who might be interested in your services, so be prepared.
Another thing you could do is offer free or discounted services at local community events, charity events, and auctions, hospitals, shopping malls, etc. This will allow you to establish your brand, showcase your talents as an esthetician, and give back to your community all at the same time.
If you want your esthetics clinic to be successful, you have to take the extra mile to provide your patrons with the best service and make sure that you use all the tools at your disposal to get traction for your business and establish a solid client base.