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Esthetician Marketing Ideas to Drive More Clients to your Business

Jan 12, 2023 · 7 minutes to read

You’ve logged the hours and got your license. It’s time to promote your esthetician business and grow your client base. But if you’re like many skin care professionals, you might not know where to start.

A health specialist suggesting a treatment for a couple and showing them the brochure

Marketing your business takes time and work. But done well, a good marketing plan can help you create a steady stream of new and repeat business. It might even help you grow your esthetician business from a one-person skincare service to a relaxing spa or salon!

Hit pause: Do you have a business plan?

Before you can jump into promoting your esthetician business, consider writing a business plan. This document outlines your business goals, helps you budget and plan, and guides important decisions. Business plans typically include sections on:

  • Your business structure
  • Your background and qualifications
  • The services and products you plan to offer
  • Research on the local market and your competitors
  • Revenue projections and budgets

Like most business plans, an esthetician’s business plan will also include a marketing section. Here you will outline how you plan to promote your business. You may also create a marketing budget that breaks down how much you expect to spend on advertising and other marketing efforts.

7 Skincare business marketing ideas for estheticians

Ready to start the marketing section of your esthetician’s business plan? Here are seven ideas to help you promote and grow your business.

1. Dress up your salon space

First impressions are important in life and in business. When clients walk into your salon or workspace, what do they see? Skincare clients will probably choose an esthetician who works in a clean and inviting space over one working in cluttered or messy conditions.

Your salon should be clean and welcoming. Ways to create a beautiful spa space include:

  • Applying fresh paint to worn walls and trim
  • Creating a tranquil waiting area with low lighting, relaxing music, and soft scents
  • Decorating with plants and other greenery
  • Keeping your work area clean and free of clutter
  • Arranging products neatly on shelves and/or tables

These and other small touches help you and your business look professional. They help create a positive first impression of your business that is then backed up by your skills and expertise.

2. Have business cards printed

Business cards may seem old-fashioned in our digital world. But you’d be surprised how useful they can be! Esthetician business cards are an easy way to share your contact details with potential clients, show that you’re professional, and brand your skincare business.

Designing and printing business cards is simple thanks to the internet. There are many sites with business card templates that you can use to build yours. Before you place the printing order, have someone proofread the design. The last thing you want is to waste money on cards with an embarrassing mistake!

3. Ask for referrals

Satisfied clients are often happy to spread the word about you and your services. Think of them as walking advertisements of your business—their skincare results will speak for themselves! However, creating a formal referral program could encourage clients to promote your esthetician business more frequently.

A referral program gives clients an incentive to tell their friends and families to visit your salon or spa. You might offer clients a discount when one of their referrals gets a treatment or purchases a certain amount of product. If a client is particularly great at helping you grow your esthetician business, you could give them a free treatment as a thank you.

4. Reward loyal clients

New customers are great, but to grow an esthetician business, you need to also focus on creating repeat business. It’s often easier and less expensive to keep an existing client than to get a new one. Loyal clients can help create a steady stream of revenue throughout the year.

Rewarding your current clients for their loyalty can encourage them to book regular treatments and buy more products. Frequent buyer discounts, free birthday treatments, gifts with purchases, and other promotions are popular ways to reward your loyal clients.

5. Create a social media presence

Beauty trends are popular on social media. People often go to apps like Instagram, Tik Tok, and YouTube for skincare tips and makeup tutorials. Starting accounts for your business could be a great way to reach potential clients.

Many estheticians use their online presence to help promote their esthetician businesses. Before and after posts help people understand the results they could get from specific treatments (though you should always get your clients’ permission before posting their images). Behind-the-scenes content can help clients get to know your personality and build your brand.

6. Get listed on Google

When someone types “skincare businesses near me” into Google, does your business show up? It should! Getting your business listed on Google, other search engines, and popular online directories is essential to finding new clients.

It’s relatively easy to set up business profiles in search engines. There may already be a profile for your esthetician business on some sites that you can claim. Ensure that every online profile is updated, with correct contact details, a business logo, and a listing of your current services.

7. Use targeted ads

Online advertising is another way to help potential clients find your business. Small businesses often have small marketing budgets. But online ads can help you stretch your dollar by targeting people by their location and interest in skincare and beauty services.

Creating ads is relatively easy thanks to free design apps. Many even have templates for social media and search engine ads. You just need to update the copy, add your logo, and select the right colors. However, you can also hire a freelance graphic designer to help you create eye-popping ads.

How BizInsure helps Estheticians protect their businesses

There are many ways to promote an esthetician business to help it grow and thrive. But even the best marketing plan may be no match against claims and lawsuits. That’s why you may want to consider esthetician insurance to protect your business.

Accidents, client injuries, and other unexpected events can create expensive problems for your small business. Without esthetician insurance, you’d be solely responsible for fixing the situation. This could disrupt cash flow, taking money away from your marketing efforts and possibly disrupting your business.

Thankfully, it’s simple to get common types of esthetician insurance with BizInsure:

  1. Compare policies from top-rated insurers.
  2. Choose the ones that fit your business needs.
  3. Buy and enjoy instant coverage!

In as little as 10 minutes, you can protect your business and move on to your next appointment!

Compare esthetician insurance today with BizInsure.

As with any insurance, coverage will be subject to the terms, conditions and exclusions contained in the policy wording. The information contained on this guide is general only and should not be relied upon as advice.
The number of quotes provided varies between products, occupations and other underwriting factors determined by the insurers.
This information is a general guide only and does not take into account your objectives, financial situation or needs. Always check with your local licensing board when getting or renewing your trade or professional license to ensure you are meeting their current licensing requirements.
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