So you’ve got the skills, a decked out salon, and quality products at your disposal. Just one tiny problem: you’re struggling to grow your business or attract a steady stream of clients.
If you are a lash boss, it’s crucial that you put on your marketing hat.
The hard truth: It doesn’t matter how great your services are if no one is paying attention to you.
Marketing helps you communicate the value of your products and services to potential customers, and it also helps you keep existing customers by giving them reasons to go to you again and again.
In other words: marketing is how you make money!
Marketing requires ongoing effort. Yup, that’s right. It’s not something that you set and forget. Think of it as coming up with new ways to build and nurture relationships with those who matter most: the people who already know about you (and love you!), and those who don't yet know about what makes your lash services unique.
Read on for 6 tips to improve your marketing:
1. Make a plan
The first step to building a solid marketing strategy is understanding that you can't do it all at once. Remember, your time is money. The best way to market your business is by having a long-term plan and sticking with it, which means not getting sidetracked by the latest social media fads or trying every technique you see on a listicle to see what sticks.
Here are a few ways to get started:
Clarify your unique selling propositions (USP)
Your unique selling proposition (USP) is what makes your eyelash business stand out from the crowd. It’s the answer to the question: why should potential clients choose your lash salon and services over what everyone else is offering?
Is it that you go above and beyond in your customer care, providing extensive post-care instructions and follow-ups? Or perhaps you’ve carefully designed a space and lash experience where clients feel relaxed from the moment they walk in? Maybe you have unique lash mapping services that instantly give them a specific celebrity look!
Whatever they are, your USPs are what you want to make clear in your marketing material, from your website to your social media.
Get inspired with competitor research
Don’t just stay in your zone.
Make a list of the successful businesses, role models, and competitors you admire. Figure out what marketing strategies they have used that you can try for your own business – with your own spin, of course.
Clarify your goals
Your marketing strategy needs to serve your business goals. And be specific about each one!
Are you looking to launch a new offer? Get people more aware of your brand? Attract new clients? Increase customer loyalty? Some of these goals can overlap, but what’s important is that you know what’s the outcome you’re looking to get out of your marketing efforts - ie. promos and offers are a quick way to attract new customers to your business, referral perks encourage existing customers to spread the word on your behalf, etc.
Get clear about what goal to prioritise first,then figure out what you need to do to get there.
2. List your business
The easiest way to lose potential customers is if you’re not visible online.
This means that one of the most basic things you can do is get yourself on Google Maps and other directories.
Set up a Google My Business account and list yourself on places like Yelp, Pure Local or BeautySalons.com.au. Make sure you include your website and social media accounts when setting up your profile! Also be sure to automate those review requests so customers who love you can easily show their love.
Not only will more people be able to find you, potential customers will also be able to see the reviews that people leave on Google or Yelp, giving you more credibility.
3. Create a simple website
A website tells potential customers that you’re established and professional, not a fly-by-night operation that will rip you off. If you’re just getting started or on a tight budget, platforms like Squarespace or Wix can set you up with a simple website with their inbuilt template designs.
Two important considerations:
Make your site easy to navigate
You want potential customers to be able to find what they're looking for quickly and easily, so make sure all the important pages are clearly labeled and outlines your services.
Focus on SEO
The more people who can find your website through search engine results, the better. It's important to optimize your site for search engines—that means using keywords that people might type into Google or other search engines when they're looking for something like what you offer.
Other things you can do once you set up your website:
Get blogging: post updates on your latest offers, or write short articles on lash care and beauty tips and the latest trends – these updates can help boost your Google ranking.
Add an online booking function to your website: tools like Acuity and Calendly make it as easy as possible for potential clients to book an appointment.
Showcase your clients’ results and reviews (see next tip!)
4. Show client results and reviews
Before and after pics on your website or social media will be the bread and butter of marketing you beauty services. They inspire trust in new customers, and makes it easier for them to decide whether your services are right for them. Plus, it doesn’t hurt to show off your hard work!
Besides before and after pics, you can also request clients to send in a video review for you to post, or have them leave a review on Google or your social media page. To sweeten it, offer a discount for their next lash appointment if they do so.
5. Get savvy with social media
I don’t need to tell you that social media is vital.
Whether your platform of choice is Instagram or TikTok, the following you build can help your business stay for a long time and not just a good time.
Here are a few ways to leverage social media for lasting power:
Give a peek behind the scenes
These days, video content takes priority in the algo. Other than posting client reviews, you can do reels or lives of a client session (with their permission!) to show what the process is like. You can also give an exclusive tour of your salon, giving your thoughts on the business and what you love about your job.
The only way you’ll build your account is through posting regularly. Two words: content calendar. Take some time weekly or monthly to map out what you will be posting ahead of time and schedule it in - whether it’s a client results video or a promotional offer. This means that even when you’re swamped with work, you won’t have to give brain space to what you’ll be posting on social media.
Link to your website or booking page
Again, make it EASY for customers to find you and book an appointment.
There’s nothing more tedious than being interested in a service, then clicking on broken links or having to use a different app to look up their contact info. Tools like Linktree collects all your important pages in one place. Platforms like Instagram also lets you add a “Book Now” button on your profile.
6. Set up referral programs
When building your client base, remember that there is power in word-of-mouth advertising and referrals! Word-of-mouth and referrals are free ways to attract new clients who have already heard about your products or services through someone else they trust.
They're also extremely effective because people tend to seek out information from sources they know and trust rather than blindly searching online or asking strangers what they should do with their lashes.
To get referrals, get in touch with all past customers if they know anyone who would be interested in receiving lash extensions themselves; this will help spread awareness about what sets you apart from other lash salons/artists across town!
You can also offer incentives such as discounts or gift cards for each person who refers another customer — this way everyone wins: not only does it encourage repeat visits by existing customers but also helps spread word about how awesome your work is!
Lash but not least…
Many people get overwhelmed or discouraged by marketing, but think about it like this: there’s no one-size-fits-all marketing plan;you get to shape how you market your business. This means that you get to bring in your personality, preferences, and passions into the way you do marketing.
Love building relationships? Develop a strong referral network. Enjoy being in the spotlight and showcasing your personality? Share reels and videos on beauty tips and your take on different beauty aesthetics. Dislike social media and prefer email newsletters? Use Instagram as a short-term strategy to direct people to sign up for your email list - drop little spoilers to get people excited about what they will be receiving in their inbox!
Get out of the box and make marketing work foryou.
Unfortunately, there’s no substitute for hard work and consistency in marketing. The good news: put enough effort to figure out what works for your unique business, and you’ll be reaping the rewards down the line.