Great marketing can transform your esthetics business into a must-visit beauty destination – and boost your income. 

According to Statista, the beauty and self-care industry is growing fast, which means more opportunities for you to increase your clientele and build a profitable business. But you can’t get clients if you don’t put yourself out there.

Let’s break down some proven esthetician marketing strategies – from booking websites to the power of word-of-mouth marketing – and how to use them effectively. Plus, we’ll explain how to find your audience so you can attract the right clients and keep your appointment slots booked. 

How Do I Brand Myself as an Esthetician?

You want your business to be instantly recognizable and memorable, and that means you need a strong brand. Here’s how to craft an identity that reflects your unique style and expertise:

• Curate a vibe: Think about the atmosphere you want to create in your salon. Are you going for cozy and calming or sleek and modern? Every detail matters, from the color palette of your esthetician equipment and furniture to the background music. Make salon design choices that reflect the experience you want clients to have.
• Develop your brand: Once your vibe is locked in, design visual elements that bring it to life. Create a logo, choose fonts, and stick to a consistent color scheme for your website and print materials like business cards. This helps clients connect with your aesthetic and understand what your salon stands for.
• Don’t forget about people: Your brand isn’t just about visuals – it’s also about the people behind it. Professional headshots, detailed esthetician bios, and cohesive uniforms (if that’s your thing) can go a long way toward reinforcing your brand’s identity.

9 Esthetician Marketing Strategies

In the world of beauty and self-care, standing out means marketing smarter, not harder. These nine foolproof marketing ideas will fill your appointment book and keep clients coming back for more:

1. Have a Booking Website

A sleek, easy-to-use booking website is a total must-have. Clients love online booking because it’s simple and convenient, and you can optimize your site for search engines to attract more traffic. It’s an easy way to maintain a visible, professional online presence.

Your booking site should reflect your brand. Make sure you use the same color scheme, logo, and fonts as you do in your salon. It should also include photos and testimonials to showcase your work and help you build trust with potential clients. 

You’re going for a polished, professional vibe here, so make sure your site is as smooth and inviting as your esthetics services. No website design experience? No problem. With GlossGenius, building your salon booking site is as easy as 1-2-3.

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2. Create a Loyalty or Referral Program

This marketing strategy is a great way to turn your clients into your best promoters. Loyalty programs make clients feel valued and encourage them to rebook. When they use their loyalty card to unlock discounts, free services, or exclusive perks, they know you appreciate their business – and everyone loves saving money.

Similarly, referral programs reward your clients for spreading the love. When your work is solid, clients want to sing your praises from the rooftops – why shouldn’t you both benefit from that? Offering a reward for each new client they refer turns their excitement into more business for you, while they get a little something extra for their loyalty.

3. Get on Social Media

Social media isn’t just for selfies. It’s a marketing powerhouse. Get on platforms like Instagram, TikTok, and Facebook and start sharing your expertise. You want potential clients to know how amazing you are, so show off before-and-after photos, skincare tips, and real client testimonials.

Social media is also great for building a community around your brand. Engaging with your followers creates a space where people feel connected to your business and excited about your services. That’s what turns followers into loyal clients!

And don’t forget about the social media-to-booking site pipeline. Add your booking link in your bio or share it in posts – that way, when new clients discover your content and fall in love with your brand, they can book with just a click.

4. Allow Walk-Ins

Don’t limit yourself to only scheduled appointments. If someone’s in need of a last-minute facial, why not be their go-to? Offering walk-ins helps boost your business, especially during slower times. It also makes your salon seem more accessible and welcoming – new clients will appreciate your flexibility and the chance to try your services without the wait.

Promote your walk-in availability on social media and in your salon so clients know they can pop in when they need a spontaneous glow-up. You can also plan for walk-ins by leaving a few appointment slots open in your schedule every day.

5. Purchase Ads Online

Want potential clients to find you when they’re searching for the best in the business? Online ads are the way to go. Launch targeted ad campaigns on platforms like Google Ads, Instagram, or Facebook and make sure you reach exactly who you want.

To refine your ad strategy, try an A/B test: Run two versions of the same campaign, tweaking one element like the headline or image. Compare which one drives more clicks, bookings, or engagement, then reinvest your marketing budget in the winning approach. It’s a smart way to make every dollar count.

6. Try Cross-Promotion

Partnering with other beauty and self-care businesses is a game-changer. Team up with a hairstylist, nail tech, or even a boutique owner – anyone you trust to provide top-notch services. Collaborate on a package deal or co-host an event, and promote your collab to both businesses’ clients. By pooling your audiences, you increase your exposure and maximize your impact.

7. Use Email and SMS Campaigns

Email campaigns and SMS marketing are direct, easily personalized ways to connect with your clients. Email is great for reconnecting with clients who haven’t booked recently. Send out updates on new services and special discounts to entice them back into your salon. Or, shoot loyal clients a text when you have a last-minute opening or a flash deal. Creating a sense of urgency and exclusivity gets clients excited and ready to race through your door.

8. Encourage Word-of-Mouth

Genuine word-of-mouth marketing builds trust and credibility faster than any ad campaign. Encourage clients to spread the word about your exceptional services by offering a small reward, like a discount, for referrals and reviews.

9. Provide a Great Client Experience

Above all, a stellar client experience is your best marketing tool. Happy clients are more likely to return and recommend your services to their friends.

From the moment they book until their appointment ends, pamper your clients. Little touches, like a cozy waiting area or follow-up thank-you texts, can also go a long way toward making them feel valued. If you’re not sure what your clients want from you, set up a survey. They’ll appreciate the chance to make their voices heard.

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‍How To Find Your Audience as an Esthetician

Finding your ideal clients is key to building a thriving esthetics business. By tailoring your promotion ideas to the right people, you can grow your audience and keep your books full. Here’s how to zero in on your target market:

1. Define Your Niche and Expertise

Start by identifying what sets you apart. Do you specialize in anti-aging treatments, acne solutions, or luxury services like vampire facials? Focus your marketing on the services you excel at and build your brand around this expertise. A clearly defined niche attracts clients looking for exactly what you offer.

2. Research Your Local Market

Take a closer look at your area’s demographics. For example, if you live in a college town, anti-aging treatments might not be as popular as affordable skincare packages.

To get to know your local market better, explore online groups and attend community events. Scoping out your competitors can also help you understand gaps in the market – what do you offer that the competition can’t? Once you know what the market is like, you can tailor your ads to highlight the things that make you unique.

3. Analyze Your Existing Clientele

You’re already doing something right. Your current clients are proof of that. Take a closer look at who’s booking appointments. Check for patterns in their preferences, ages, or the services they love. This information can help you refine your marketing strategies and offerings.

For instance, if most clients come to you for acne treatments, consider promoting related add-ons like chemical peels or microdermabrasion. Or, if a lot of your clients are young professionals, focus on quick, convenient treatments.

Build Your Esthetician Business With GlossGenius

Marketing yourself is essential for building a loyal clientele and growing your business. And GlossGenius makes it easier.

GlossGenius is an all-in-one platform designed to help estheticians thrive. With features like client notifications, marketing assistance, and quick online booking, it simplifies your workflow and helps you boost your business’s visibility. Don’t wait – start your free trial today!