Marketing without a strategy is like driving a car without the final destination in mind. You may start with a full tank of gas and a lot of enthusiasm, but without a map or a plan, you’ll end up driving in circles, wasting your time and fuel and finally getting nowhere.
Last week we discussed some must-knows when it comes to marketing your microblading business, and this week we’re bringing you the tried & tested digital marketing strategy that you can apply to your business today and achieve measurable results.
I. Define your target audience
As we described in our last blog post, knowing your target audience is one of the essential things you’ll have to do before you start with any marketing. As your experience accumulates, you’ll gradually learn more and more about your target microblading customers. To begin, you can gather information about:
- Daily routines
It is also important to learn what their pain points are, for example: They go for microblading in order to save time on their daily makeup routine and feel more confident about their looks.
II. Define your Unique Selling Proposition (USP)
USP is that ONE thing that makes your business better or different from your competition.
It can be related to your:
- Service characteristics
- Or promotional strategy
Here are some USP examples:
- M&M – “Melts in your mouth, not in your hands”
- Canva – “Empowering the world to design”
- FedEx – “When it absolutely, positively has to be there overnight”
As you can see, none of these examples includes phrases such as “the best”, “the best price”, etc., but the concrete and specific benefits customers will get.
If you were to say “The ugliest saloon in the neighborhood”, you’d still get better results than saying “The best saloon in town”.
If you are starting from scratch, USP is a thing that can make or break your business.
The good news is that at PhiAcademy, each student that has completed their certification gets the right for using the Phi brand, which is already accomplished and has a long-standing reputation.
For years, PhiBrows is a brand that stands for the most sought-after brow treatment in the world, so you get to skip a huge step.
Even though it feels like cheating, during the training, we’ll make sure you earn the right to use the Phi name and USP.
III. Create your website
Not all of your customers will find you through your website, but absolutely each one of them will check your legitimacy by checking your website.
In this era, not being present online equals being scammy.
Moreover, your website will serve as a single source of truth for information about your work, clients, services that you provide, and more.
So the next step in your digital marketing strategy for your microblading business is creating a website that showcases high-quality photos of your work, services, pricing, and booking information, as well as your client testimonials.
After creating your website, make sure you optimize it for SEO. By optimizing your website, you will be able to appear when people search for relevant keywords, such as:
- Microblading artist at [your city]
- Microblading services
- And many more.
It is also important to keep in mind that your website should be fast and mobile-friendly.
In today’s world, people rarely use laptops or desktop computers to search for services. Instead, they use their smartphones.
With this in mind, your website should:
- Be easy to navigate
- Load quickly
- Have an easy-to-use booking system
And all of this on both mobile and desktop.
IV. Social Media Strategy
Social Media is irreplaceable when it comes to easy brand building. It can get your brand in front of people quickly and easily. Much easier than traditional media (TV, radio, print, billboards).
This is why it requires special attention.
Choose social media platforms where your target audience spends time the most. In some cases, they might use a variety of them: Facebook, Instagram, TikTok, Pinterest, Youtube, Twitter, and Snapchat.
But if you want to start the right way, choose 2 or 3 that you’ll focus on and be consistent.
Let’s say you’ve chosen Instagram and TikTok to start with.
Your first step is to create content strategies for these two platforms, that will highlight your work, approach, and customer reviews.
You can decide on what type of content and how often you’ll post.
In addition to short videos, educational posts, and videos, you can also post photos, before-and-after pictures, or motivational messages.
You need to choose your content carefully since it is something that will help you build trust and credibility.
Check out our Instagram account to see how we approach it.
V. Email marketing
Via email marketing, your customers can stay up-to-date with the latest promotions, trends, and news from your saloon, and the industry in general.
Even though every email sent to your client/follower officially counts as email marketing, here we speak about emails (usually automated) that are sent to a group of people.
How it works (simply put):
- Your followers leave their email using your website form.
- You create automated emails and send them occasionally.
- You include a link to your website, social media accounts, and booking slots.
- You convert followers into paying clients.
VI. Local SEO
When you are offering in-person services, one of the most important aspects of your marketing strategy is local SEO.
In practice, this means claiming your Google My Business listing to improve your visibility in search results. Next time someone types “microblading near me”, your salon’s name will show up on their Google Maps. Pretty amazing, isn’t it?
Besides claiming a Google My Business listing, make sure to include your location/city name in your website content, so that Google can recognize that you are tied to a specific location.
VII. Referral Marketing
Just like with any service-based business, your business can thrive from direct referrals (i.e. satisfied clients that spread the good word).
That’s why this marketing channel should not be neglected in any way.
To boost this channel’s performance, you can:
- Offer a referral program that incentivizes existing customers to refer new clients: Offer a discount on their next appointment for each successful referral.
- Provide excellent service and follow-up to encourage customer loyalty and positive word-of-mouth recommendations: Send a follow-up email or text after each appointment, offering aftercare tips and requesting feedback.
Digital marketing strategy is a wide topic, and we can spend days focusing on each aspect separately. That’s why marketing plays a great role at PhiAcademy. We equip our students not just with microblading knowledge, but business and growth skills and knowledge.
We make sure that each and every student that truly commits to their success in the microblading world succeeds.
Today we covered the basics of digital marketing for microblading business owners, and in our further articles, we’ll focus more on each segment. So stay tuned, and keep climbing!