If you are a lash artist, you know you are a part of an ever-growing cosmetic industry that is only going to bet bigger. According to the latest report by Techavio, the eyelash extension market is set to grow by US$ 496.83 million from 2021 to 2026 at a CAGR of 4.48%. Pretty exciting!
Going by its popularity, it is needless to say that there will be an eyelash extension artist blooming in every nook and corner. So, how do you stand out as a lash artist or business? How do you make a potential client choose you among so many offering the same service in your area? Apart from your excellent lashing skills, you will also have to don the hat of a marketing guru. As CEO of The Carter Group, marketing agency Brian Carter puts it, “You cannot get anybody to do something if they are not paying attention to you.”
To make your prospective client choose you, you have to get your business out there to be seen. Marketing isn’t all about pushing to make a sale; marketing is about telling your audience you care about their needs and want to offer your services. So, let’s look at some innovative marketing ways you can make your lash business shine.
1. Get your lash salon listed
The first step to marketing your lash salon is to make it discoverable. With the world unfolding within a click, 75% of potential clients start their journey in looking for something by searching online, which means you have to show up in Google Search and Maps. Ensure you have a functional website, Google My Business account, social media pages and accounts in Yelp, and your local top salon directories. The more places your business is visible, the better your chances of being seen.
2. Social media
If you are not on social media, you are missing out on an opportunity to talk about your business to 4.2 billion social media users. You may not need that many people to grow your business, but not using social media also means you are losing an excellent platform to advertise your business effectively. It is inexpensive, and the investment returns through social media have incredible results. Platforms like Facebook, Instagram and TikTok are more than ever moving away from the traditional marketing methods, giving you the opportunity to engage with trends, try new creative posting and actually have fun while doing it.
90% of shoppers make their purchasing decisions based on online customer reviews and Google Star ratings, so you have to ensure your clients are putting in a good word for your business on a public platform. Consider reviews like a word-of-mouth referral. They provide a potential customer with an overview of your services and build confidence in your business. You will be surprised by the impact a positive review can have on your customer footfall. If you’re struggling to get your clients to remember to leave a review online, look to offer an incentive for customers who leave a review, like 10% off their next service, a free product or their chance to win a special prize.
4. Selfie corner
Since we live in the brave new world of selfies, having a selfie corner set up in your salon can be a great way to promote your business online. Encourage your clients to take a photo of their lashes and ask them to post it on their social media feed while also tagging you or your business. You can also ask them to use a business hashtag unique to your business. Nothing tells better about your lashing skills than a happy client posting about you.
5. Referral program
As traditional as this may seem, referrals are a proven successful marketing technique. Consider your happy clients as your sales team, who will bring you business, and you thank them by paying them an incentive. Provide them with a discount for their next infill session, a gift card, a free product, or even a free lash session if they bring in a certain number of clients. You can create your own referral program that suits your business policies and customers.
6. Email marketing
Do not undermine the power of emails. They have a broad reach, convey your message, and are highly cost-effective. An email once a month is a good start to tell your client database what you are doing. For example, you could promote your offers, share tips and tricks on managing their lashes, inform them about upcoming offers, reconnect with an old client, reach out to a potential one, or remind them to book their next appointment. Ensure there is always a ‘Call to action” button for your clients to act upon.
7. Try direct mail
While email is is a great way to reach your entire database, direct mail is also an effective way to get the attention of a potential client. Although not as cost effective, as you will need to print out large volumes of flyers, pamphlets or cards etc, it’s still a good way to ensure that people in your local area, close to your salon are aware of your business. To take it a step further, offer a discount or an incentive in the flyer and tell potential clients to remember to bring it in with them when they come for their appointment. That way, you can monitor if this will be an effective method for marketing your business moving forward.
Hashtags make your business discoverable. Facebook and Instagram allow you to use up to 30 hashtags, so make sure you are rocking them to reach out to the right people. If you use a hashtag as standard as #lashartist or #eyelashextensions, chances are your post may get buried in the millions of other posts with that hashtag; however, if you balance that hashtag with a more specific hashtag like #lashartist and include your local area or city, it will narrow the search and make you compete with fewer contenders.
9. Get vocal…local
When starting out as a lash artist, focus on finding your niche audience in your local area. Know the area you’re operating your lash salon from, like the back of your hand. When you know who you are catering your services to, it will make you strategize effectively. Cross-promote your business with a local hair or nail salon or a spa. You could keep an eye out for events in your area and network to promote your services.
10. Go blogging
Blogs can be your hero to impress Google algorithms to bump up your business to the top of the search results. It will drive traffic to your website, create leads, and establish your authority online through keyword rankings. You can schedule a blog once every fortnight and explore topics you think would be relevant to your audience, like tips on looking after their lashes or review lash products, or just talk about the latest lash trends.
So, what are you waiting for? Wear your marketing hat and let the world know you are here and doing a fab job! Don’t forget that marketing your lash business will take time, effort and consitancy and may take longer than expected to garner the results you want. But by sticking to it and using the tips above, we’re sure you’ll begin to see growth for your business in no time. Discover more about owning a lash business and being part of the lash community with our Prolong Lash blog now.