How To Build Clientele As an Esthetician

Starting your own business as an esthetician is an exciting process. Even working in a spa or salon that’s not your own, you’re developing a reputation and understanding of what it takes to succeed.

One of the most important things you can do to ensure the future success of your business is to build a clientele. These clients are what make it possible for you to strike out on your own one day and make up the core of your client base.

Today, we’re looking at the best strategies for reaching and retaining quality clients. Without them, you’re just practicing!

The different strategies to build up clientele for estheticians

Gaining new clients used to be a word-of-mouth affair. But with digital marketing strategies, you can reach people where they are. Creating online content, using business-savvy promotions, and building relationships can keep your books filled!

Have a social media presence 

Social media is one of the fastest ways to build buzz around your new business. TikTok, Instagram, and YouTube reach millions of potential clients every day. Facebook is one of the more essential platforms since you can have a business profile with contact information, hours, and messaging. 

While you probably already have personal accounts, you should also create them for your esthetician business.

It’s not just about making the accounts; you have to create content that gets followers. We’ll get more into that below. Follow all of your favorite estheticians and friends. A good strategy is to follow some new accounts every day, and they’ll start following you back and sharing your content. 

Build relationships with your clients

When a client sits in your chair, they’re usually there for pampering. You’ll learn a lot about your clients in the 30 to 60 minutes you spend together, and building relationships is vital. Check in with them a week to ten days after their service to see how they like the results. Make notes in their file about birthdays and special times in their lives to reach out again and check-in.

If the service they’ve had requires follow-up care or future appointments, schedule them at the first appointment. This gives you the perfect opportunity to reach back out in the future and make a connection. Another tactic is setting up an easy scheduled email series to ensure they feel cared for.

We do encourage you to not go back to your old employer and encourage their regulars to go to your new business. If a client likes the service you specifically provided, they will go out of their way to find you. Stealing clients is bad practice and in the long term, karma will come back around. You wouldn't want an employee of yours to do the same, so set yourself as an example.

Create high-quality content 

People look for content online for several reasons. Education, inspiration, entertainment, and boredom all drive people to scroll. If you’re using your social media platforms correctly, you’ll have a client-capturing machine!

It’s important to tailor your content to the platform. Use images, videos, and reels for TikTok and Instagram. Longer-form videos do well on YouTube, and Facebook is still a viable way to build your business. 

If you have time to create your own content, make sure to set aside time to make it high-quality. Working with a production company might be an option if you’re a solo esthetician and don’t have the time to produce it yourself.

Use promotions as a way to attract new customers

Promotions and discounts can bring in new clients who might otherwise never set foot in your spa. Sites like Groupon allow you to create a promotion and share it with a broader potential client base than just your email list. You can also share them on your social media channels since they function like digital foot traffic for your services.

Use online ads such as Google, Facebook & Instagram

Creating ads for online platforms isn’t hard. Doing it strategically can take some planning, but the benefits can make a significant impact. Paid ads run on Google, Facebook, and Instagram and target specific users who might want your services.

You can aim for specific words, demographics, and locations to get the most out of your investment. Working with a digital marketing agency can help you maximize the impact of your ads.

Encourage your clients to leave reviews

Every happy customer is an opportunity to grow your client base. Ask your clients to leave reviews on Google or Yelp to raise your business profile. Make it easy by providing a QR code at your shop and a link on your social media for reviews. According to some statistics, 9 out of 10 people consider reviews before making an appointment with a new provider!

Customer service is the key to success for any business

Treating your customers with dignity and respect is a cornerstone of the service industry. Set standards for your business to ensure timely communication with your clients. Focus on them when they’re in your salon and make sure they feel cared for.

If need be, reach out to another professional for advice

Starting out can feel daunting, especially if you don’t have a mentor. Reach out to established professionals in your field for support. Even having a glass of wine on a video chat can make a connection that might change your trajectory.

Make time to nurture positive relationships with your fellow estheticians. Someday, you might be the mentor someone else needs!

Bosses in Beauty has been through it – use our advice for success

The team at Bosses in Beauty has seen it all! From the first-day jitters to established pros, we’ve been through the process ourselves. If you’re looking for help from people who’ve been through it, we’re here to help! You can build a dream career fast with our courses and one-on-one mentorship programs. 

Bosses In Beauty is here to provide the best education and information to current and future estheticians around the globe. Check out our website today if you’re ready to take your business to the next level!