Beauty therapists are finding that they are in increasing demand. And this is great news if you have just qualified!
But just because there is a supposed ready market for your services doesn’t mean that you don’t need to market yourself. To ensure a steady supply of customers, new and repeated custom, you need to ensure you let people know who you are, what you do and how they can contact you.
Decide on a strong USP
Also known as USP, your unique selling point is the answer to why people should contact you as opposed to calling another masseuse or beauty therapist. It may be that you are qualified in certain specialist areas or have the cheapest prices in town. No matter what it is, you need to identify your USP and use this as a means of attracting customers.
Look the part
You may have heard of brand and brand awareness, but assumed this applies to big name designers and retailers only. But you would be wrong. In its simplest sense, a brand is about image and impression. This means asking yourself what image and impression do you want to portray?
You only have to look on the high street for an idea of the various brands and impressions they create. Also, the surge in cheaper retailers, such as the pound shops, show that customers love a bargain. As a consumer you may approach a different retailer for a different product, for example, if you want quality, value for money and a superior product.
Which part of the market will you dominate? And what impression do you need to create to win custom in this area? This means creating a brand that uses the right colours, logo and font, all of which combine to create brand awareness around you and the services you offer.
Knowing who your customers are
Before you start designing leaflets or investing in a website, you need to be clear who you are aiming your services at. In other words, who are your customers?
Are your customers middle class women over the age of 40, for example? Or maybe you want to work within the field of sports, offering massages to sports people and athletes?
Knowing who your customers are mean you can aim your advertising and promotional activities in the right places, as well as create the right tone and feel to your brand.
Offline marketing is using advertising tools and mechanisms that we traditionally associated with marketing. Although we live in a digital age, there is still value to leaflets, business cards, price lists, newspaper adverts, local radio adverts and so on. However, whilst having 500 leaflets printed with a special offer is a great move, it only becomes an outstanding marketing move if you have a strategy for distributing leaflets – and this goes for all your other printed materials too.
Top tip – when designing adverts and leaflets, always keep the tone, colours, logo and font the same throughout. This helps to create a recognisable branding for your business.
Social media is a vibrant platform on which you can grow your business both organically (that is, natural growth as more people discover you) and through paid adverts too. However, just like offline marketing, you need to know who your customers are and where they are likely to be hanging out online.
If you are creating a website, you will need to ensure that search engines can find it, so that when people search for your services, your website pops up on page 1. You also need to be consistent with your online presence, which can be difficult when you are growing a business, dealing with customers and updating your social media profile.
Studying an online beauty course will have a certain element of how to market yourself successfully to bring in clients, but it pays to have a strategy on how you will grow your business.
Exploit readymade opportunities
As a new business, you don’t necessarily have to reinvent the marketing wheel. For many customers seeking a beauty therapist or masseuse, they want to know that you offer a high-quality service and can be trusted. For many customers, this comes from associating your services with an already established ‘name’ in the business. This is why many new beauty therapists start out hiring a chair or space in an established salon.
This is a form of collaborative marketing and works for the salon and for your business too! As your reputation for offering excellence every time becomes known, your business will flourish.