We continue to tell the masters about how to establish a successful business in the beauty industry. In the previous article, we shared tips on how to attract customers as a novice manicure master.
One of the most effective ways is to create and maintain pages in social media. Indeed, in 2019 relying solely on professional skills is not enough for a beauty master to conduct a successful business. It will be difficult to expand the client base without the basic knowledge of SMM and understanding of the social media principles.
According to the statistics, the number of Instagram users is growing every year, and the commercial profiles are looking for good strategies to promote services.
At the same time, many masters make the same mistakes in promoting their business accounts. STALEKS PRO has analyzed such errors and we are ready to share the results.
1. The mess in the profile.
Before looking for customers, it is important to prepare a page because Instagram is a visual network.
Account name should be concise and memorable. The main profile photo also matters. If you have a logo, don’t hesitate to use it. If you choose not to engage professional designers, remember the general rules:
- Small details and inscriptions are virtually invisible to viewers, so avoid them.
- Self-employed masters can personalize their page. Do not be afraid to show your customers who is going to be taking care of their beauty.
Your task is to create a stable association to be remembered, recommended, found in the searches.
The profile header is a business card. Specify the contact information such as phone numbers, email addresses, etc., mention where you are located, list the services that you offer. Don’t overuse emojis, use them wisely.
Saved stories. The social network offers more and more opportunities to promote your business. How to use highlight stories? Create useful albums: a list of services, prices, examples of work.
2. Lack of quality content.
Since every other Instagram user is a blogger who reveals the “secrets” of the selling content, we only mention the basic rules.
- Photos should be taken only in daylight. Do not be afraid to experiment with software, select filters, adjust brightness, contrast, etc. For processing, use VSCO, Snapseed, Nebo, Lightroom.
- Videos that show the process, enliven the page, increase the loyalty of the audience.
- Decide what you will tell your subscribers about. To do this, it is better to create monthly content plans, pick several topics you’ll be covering, write posts in advance, choose the time and frequency of posting. For example, you can talk about new products, give beauty tips, introduce the salon masters and tell their stories. The optimal number of posts is 1-2 per day.
- In stories you can announce new posts and events, organize voting, polls, communicate with subscribers.
3. Ignoring the free promotion.
Advertising can be paid and free. Which one is effective, how do you configure it, what exactly is targeting?
For free promotion use:
- Hashtags. It is better to come up with your own hashtag so it is easy for the users to find you. Choose medium and low-frequency hashtags (1000 – 50,000 uses). It is difficult for the new profile to compete with promoted accounts that post high-frequency requests. How to choose a hashtag? To do this you can use Yandex, WordStat and Google Keyword Planner.
- Geotagging to target customers.
- You can also ask friends and customersto tag your profile in their photos.
Create a bonus system. Points can be awarded for each mention of the hashtag or profile mark, and afterwards these can be converted into a discount for the next service.
4. Complete chaos in the targeting settings.
Competent paid promotion pays off quickly. We are talking about targeted advertising and cooperation with bloggers, opinion leaders.
Targeting is literally aiming at your potential customers. There are settings for geodata, gender, age, interests. The more accurately you set up your ads, the more people will respond to them. To run apromo post, you need a Facebook profile to access your ad cabinet.
Advertising without further analysis is a waste of money. To find out about its efficiency, use services such as BeLiked, It Works, YellowGram. Do not forget to view statistics in the application.
5. No communication with subscribers.
Quick response to questions in direct, comments is a mandatory component of the profile promotion. By the way, Instagram has recently announced a test run of quick replies in direct. The bottom line is that commercial profiles can create templates and send them to users. Well, while this feature is being tested, all there’s left to do is to wait and selflessly respond to each subscriber.
Many beauty masters trust promotion to professionals. You can order the turnkey promotion or, in other words, to find an SMM agency that will take photos, create the content plan, communicate with subscribers. Or there is another option: look for narrowly focused pros – photographers, marketers, copywriters.
Remember, if you are known on Instagram, and your followers actively like and comment on your posts, you will never run out of customers!
