The New Estheticians Guide to Marketing Yourself: Build Your Esthetics Biz with Confidence and Connection
Stepping into the world of esthetics is exciting, but it can also feel overwhelming, especially when it comes to marketing yourself. You’ve mastered the art of skincare and client care, but getting people to know about your expertise is a different challenge. Marketing isn’t just about promotions; it’s about creating an emotional connection with your audience.
If you’re a new esthetician wondering where to start, this guide will give you actionable tips to help you build a strong foundation for your business.
Step 1: Understand Your Unique Value
The first step to effective marketing is to define what sets you apart. Ask yourself:
What inspired you to become an esthetician?
What do you love most about helping clients with their skin?
What services or experiences can you offer that others don’t?
Example: Maybe you’re passionate about helping clients rebuild confidence after struggling with acne. Share that story! People connect with authenticity, and when you market your “why,” you’re not just selling a service, you’re selling an experience.
💡 Tip: Use emotional storytelling in your marketing. When your audience feels seen, they’ll trust you with their skin.
Step 2: Build Your Online Presence
A strong online presence is essential for growing your business. Start by picking one to two social media platforms Instagram and Facebook are great places to begin. Here’s how to set yourself up for success:
Start with the Basics
Instagram Profile: Use a clear profile photo (your logo or headshot), write a compelling bio with a link to book, and post consistently.
Google Business Profile: Claim and optimize your Google Business Profile to make it easy for potential clients to find you online and read reviews.
Website: Create a simple, professional site that lists your services, showcases your expertise, and includes an easy booking option.
Create Treatment Content
Use models or friends for treatment demos. This lets you focus on creating content without interfering with real client experiences. Showcase your services, explain what you’re doing, and highlight the benefits.
💡 CTA: Learn how to craft an authentic sales message and define who you are as a business with the Defining Who You Are and Your Sales Message masterclass from SOSA.
Step 3: Use Emotion-Focused Marketing
When clients choose an esthetician, they’re not just buying a service, they’re looking for someone they trust with their skin. Tap into emotions by addressing:
Confidence Goals: “Imagine waking up with clear, glowing skin that doesn’t need makeup to shine.”
Pain Points: “Struggling with acne scars? I specialize in treatments that target uneven texture and boost your confidence.”
Desires: “Your glow is just one facial away, let’s make it happen!”
Speak directly to what your clients want to feel. This emotional connection will make your services irresistible.
Step 4: Edu-Transformational Marketing
Marketing isn’t just about promotion—it’s about education and transformation. By teaching your audience about their skin and showing how your services and products meet their needs, you position yourself as an expert.
How to Apply Edu-Transformational Marketing:
Create reels or TikToks explaining skincare tips or myths.
Share posts about common skin concerns and how your treatments can help.
Use Instagram Stories to engage your audience with polls or quizzes.
💡 CTA: Transform the way you educate and connect with your clients by bundling the Understanding the Emotional Journey to Buy and Priming Your Community to Buy masterclass.
Step 5: Optimize Your Client Experience
Your marketing doesn’t end once a client books. Delivering an exceptional client experience ensures they’ll return and refer others.
Tips for Enhancing Client Experience:
First Impressions Matter: Greet clients warmly, ensure your space is clean, and create a relaxing environment.
Feedback is Key: Follow up with clients post-treatment to thank them and ask for feedback.
Always Be Ready: Treat every day like a secret shopper could walk in, delivering five-star service at all times.
💡 CTA: Stay on your A-game with the Spa Secret Shopper Strategies masterclass. It’s packed with tips to ensure your service is flawless and unforgettable.
Marketing yourself as a new esthetician doesn’t have to feel overwhelming. Start small, focus on building authentic connections, and prioritize education and exceptional client care. With time and the right tools, you’ll grow a loyal community of clients who trust you to help them feel their best.
Ready to take your marketing to the next level? Check out the Spa Owners' Sales Academy, Esti Content Club, and Waxers Content Club for resources and strategies designed to make your journey easier and more rewarding.