Smart marketing ideas for estheticians (who want more local clients)
Recently, I had the pleasure of advising Sandra, a talented esthetician in Glendale, Arizona, on strategies to elevate her marketing and make getting more clients a natural, organic process. Here are some valuable insights that emerged from our 1:1 advisement session:
Boosting SEO with a locally-focused Blog and (of course) a Google Profile
Estheticians are selling services, right? If you’re selling products, it’s a slightly different strategy but if you’re selling services then you’ll be meeting with people in person. That means you need a local-focused blog. Think about titles like this:
“Microneedling in Glendale” (Education Post)
”Opening up my beauty business in Glendale” (BTS Post)
”3 At-Home Tips for 30-Somethings” (then add “Glendale” to your keywords)
And of course, as a local business, set up a Google Profile. Yes, you need it. Make getting reviews an automated process. Besides social, this will be one of your best channels.
Referral Strategies with Clients & Industry Partners
Word-of-mouth marketing is the most powerful tool in the service industry so we explored the potential of a well-crafted referral strategy to tap into the networks of happy clients. What does this look like in real life?
”Refer somebody to use and get 10% off your next treatment!”Automate Referrals & Reviews
Double down on communicating this referral strategy in your receipt emails. Whatever platform you use to process payments, e.g. Square, Squarespace, etc, you can customize the receipts. In those receipts, mention:
1. The Referral Program: Get 10% off your next service for anybody you send my way
2. Submit a Review: Encourage them to rate you on Google and leave a review (provide the link!)Newsletter Communication
Enough said. Have a newsletter. Send it out once a month. Include a monthly featured service, a happy client, and a button to book services.
Harnessing the Power of User-Generated Content: Sandra expressed her dislike for social media especially as a mother so we brainstormed alternative strategies. We discussed the power of user-generated content, encouraging satisfied clients to share testimonials, before-and-after photos, and personal stories––and then tag her. This approach builds trust and credibility within her target audience, and something called “social proof” which goes a long way in this industry.
If you pick just ONE of these, you’ll see a difference in your business over the long-term.
Quick recap: marketing ideas for Estheticians
Start with a blog and what I like to call your “core content.” If you’re not sure what to write about, start with the questions you get most. Each question can serve as a blog post.
A newsletter will keep you top of mind. It’s a great way to keep in contact with previous clients and partners, and it doesn’t have to be sent often. Even seasonally, communication with clients—whether it’s to share specials or introduce new products or services—is an excellent way to stay top of mind (the goal of marketing). Especially if you have a Squarespace website, it’s easy to start a Newsletter campaign right within your website.
Referral strategies are easier than you think. If you send out review requests post-appointment (which I highly recommend you do!), simply add some language to include a request for referral in exchange for a discount on their next service. You can also introduce referrals within your newsletter!
Newsletter tool recommendations: If you’re already using Squarespace, checkout Campaigns for email marketing or Kit if you want to get fancy. That’s it! I hope this helps.
