How To Market Your Business

So, you’ve decided to be your own boss, but clients don’t line up when the sign is up! Marketing is a key component to being a business owner and generating a loyal client following. Learn how to market your business and watch your client numbers soar.

Who is My Customer?

Just like any business, you need to figure out which market your skin care business falls into so you can target your desired audience. You want to find your niche. For example, figure out if your skin care business is going to focus on treatments for men or women, younger or older individuals, or how much disposable income is available to them. Using this information, identify your price points, and use them to decide on the services and treatments you want to offer. This is more than just hoping for a certain type of client.

• Consider your location: What are the demographics in your area? Are you meeting a specific group’s needs?
• Assess the competition: What skin care businesses are offering similar services? Stand out from the rest and target the demographic not being served.
• Analyze your offerings: Who do your products and services appeal to and what problems do they solve?

How Do I Market My Skin Care Business?

There are so many ways to market your skin care business today, including email, social media, websites, blogs, and the old standby—business cards. The key when starting your new skin care business is to market your business economically while gaining the most impact. Let’s take a closer look into some of the ways you can market your skin care business.

1. Word-of-Mouth Marketing

Naturally occurring word of mouth is where clients share their satisfaction with your brand. Word of mouth will always be the most valuable way to promote your skin care business. The only actual investment is providing outstanding service that compels your clients to rave about you. Another way to create the buzz—develop a referral program.

2. Business Cards

Business cards are an old standby, but for good reason. They’re inexpensive, and you can hand them out to everyone. Another idea is to turn your business card into a promotional tool by featuring a “gift for you” on the back (complimentary eyebrow wax, etc.).

3. Social Media

• Use social media outlets like Facebook, Instagram, and YouTube to stay connected with clients. It’s a free platform that increases your exposure and only takes your time.
• Consider starting a Facebook group and invite your clients to join. When you post, they will be notified automatically, increasing your exposure.
• Use YouTube to post a tour of your spa or share educational snippets. Clients will love to see what your skin care business looks like before they arrive.
• Instagram is another great option for reaching potential clients by posting stories and photos to promote an event or a special.

4. Website

Many business owners simply set up a website to display their location, services, and a price list. While this is great information to have on your site, websites can offer so much more! You can start a blog, hold promotions, answer frequent questions, sell product, share great news, promote special events, and more! As an ASCP member, you have access to an free esthetician website builder.

• Consider adding an online scheduler that allows your clients to schedule their appointments 24/7
• Ecommerce with drop shipping is a great way to increase sales and make money while you sleep

5. Email/Newsletters

Whatever message you want to spread to your clients becomes quite easy when using email campaigns in coordination with your newsletter. Mailchimp and Constant Contact are two providers that offer drag and drop templates, which are amazingly easy to use.

6. Cross Marketing

Refer your skin care client to a hairstylist, nail tech, or massage therapist you trust. Build relationships with other professionals who have clients who would benefit from your services and vice versa.

7. Community Involvement

Hold a grand opening or other similar event and invite clients to bring a friend with them. Sell gift cards, showcase your treatment menu, retail, and knowledge. For local charity events and auctions, give a product gift basket or offer your services. Reach out to the chamber of commerce and look at their community calendar. Determine how your skin care business can participate in community events.