We are huge fans of beauty expert and award-winning businessman Leighton Denny MBE, and you can read more about his inspiring story here. Read on for his tips on how to build a beauty business…
“There’s a myriad of tools you can use to promote and shout about your business. Whether it’s email subscription newsletters, blog posts, or tutorial videos, your online presence is critical in raising your profile and brand awareness. And while we’re on the subject of digital, look at your website to see whether it stacks up to the rest of your brand. It should be consistent and professional (that means no typos and being kept up-to-date), not to mention being mobile phone friendly. Your offers’ page, contact details and price guide should all be prominent, and an online booking form is a great idea if you don’t have one already, this means you or your beauty business is open for booking 24/7. Being in-the-know about SEO (search engine optimisation) can make it easy for potential clients to find you online. Running a blog with optimised articles and content will help you rank higher on Google.
“As a bonus – search online for regional and national awards to enter. They can be a great way to build your reputation, so make sure to shout about it when you’re nominated or even win! You can write about it on your blog, use the logo of the award in your marketing, and include details about your win in an email newsletter. Run campaigns that reinforce your brand ethos. For instance, many of your clients may struggle to recreate looks at home, so step-by-step and beauty videos from you or your staff could go down a treat and help with retailing home-use products. Let them know these videos are available on social media and by sending out an email newsletter – if you aren’t doing this you can bet that one of your competitors will be.
“Online marketing is important, but many beauty businesses would do well to think about how to increase their standing in the local community too. There are lots of initiatives you can try, which could form part of your marketing strategy. Some business owners have recognised that working with a local charity can increase your brand’s presence and your reputation. You could also host fund raising events at your premises. These events might have a specific theme, like a friends and family evening where you invite your clients and encourage them to bring someone along. There, you can demonstrate treatments and show off new services and offer a discount that they can use to book with that evening. This could also create great content for your blog or email newsletter.
“Your online marketing and social media presence requires a lot of time and effort but it has changed the game. This is a huge advantage for smaller, independent services and brands to get their name out there and grab the attention of potential customers. It’s your opportunity to show people what you offer, what sets you apart and what you stand for. Use the open dialogue with your customer to your advantage! Before the internet and social media you would have to run focus groups and surveys to get customer feedback – now you can do it with a few clicks and a couple of hours.
“It may feel like you’re shouting into the wind to start with but you have to be consistent with your online content. In my experience it’s like a snowball effect, so keep going!”