PART 5(a): How to Use Social Media to Build a Real Esthetics Business — Not Just a Following

As we roll into October, it’s time for Estheticians to start thinking about the holidays, specifically Christmas retail and holiday events. If done properly, this can be extremely profitable and lead to an increase in high quality clientele. I want to stress though that obviously, there is not just one way to create a loyal clientele because so much depends upon your location, your talents, your flexibility, your niche. So please just take from this blog whatever fits with your skills, interests, and goals. 

Many estheticians have hosted informal holiday gatherings that felt good in the moment but produced no measurable business results.  So before we jump into holiday strategies, let’s talk briefly about how to get the attention of potential clients who might attend these events.

“LIKES” DON’T PAY THE BILLS

 Are you making the most out of your social media reach? Social media is a very powerful tool that was not yet available for many of us when we were new Estheticians. So if you are using social media only for fun, and are focusing on likes and follows to measure popularity and personal validation, of course that’s fine. But that is very different from promoting yourself and your business.

The distinction between a personal page and a business page is fundamental and yet it is something a surprising number of Estheticians — particularly newly-licensed ones — have never had clearly explained to them. Many are mixing personal and professional content on the same page, diluting their brand and unintentionally alienating potential clients.

And if you are a spa owner, this applies both to your business page and to the conversation you should be having with every Esthetician on your team about how they represent themselves and your brand online.

For social media sites, you may want to consider creating an additional page that is specifically for business. For example, you can title it “My Name, Licensed Esthetician” which makes it very clear who you are and what you do. You will then actively keep that page very professional by letting your readers know your story as an Esthetician and a person.

You will do this by posting about your esthetics adventures (past, current and future) such as classes you’ve taken, trade shows you’ve attended, articles you read in our trade magazines, new products or equipment you’ve added, and upcoming promotions and events (such as for the holidays). And you will let them in on your life as a mom, a spouse, a pet owner, etc. In other words, let potential clients get to know you at least a little. Maybe you have something in common with them. 

On your business page, it is wise to avoid potentially controversial topics (such as politics and religion) unless that fits your desired clientele and you don’t care about alienating others. Of course, potential clients will undoubtedly come across your personal page too if your name is attached, so give some thought to what you post there as well.

Side note: In my book, The Heart of Esthetics, you will find similar advice about what to put on the landing page of your website. (You really must have one!) But for now, here is an excerpt:

Landing Page. Your website does not have to be fancy or expensive, but it must have a landing page that provides your message in a clear and concise way. If you are not familiar with the term “landing page,” it simply refers to the page a visitor will see when they follow a link and “land” at your website. Here is a link to my website’s landing page: Diane Buccola

"All estheticians give facials. That means giving facials is not what makes you stand out. Your story is what makes you stand out. And if you haven't figured out what that story is yet — that is exactly where to start."

Your Message. If you meet a potential client somewhere or if somebody refers a friend to you, the first thing they are going to do is search for you online. For that reason, it is imperative that you put some thought into what you want your message to be.

Keep in mind, simply giving facials does not necessarily make you stand out…because all Estheticians give facials. For that reason, you must provide information that is more specific. You need to tell a story. Perhaps it is an explanation of your skin care philosophy, your background, or what you love about esthetics. Anything that gives the viewer an idea of who you are -- not just what you do -- and tells them why they might want to schedule an appointment with you as opposed to another Esthetician.

You can tell your story in a variety of ways. One is to upload a photo of yourself, perhaps wearing your lab coat; or if you think your treatment room or waiting area is special, show that too. And be sure to add text that tells your story.

Another option is to create a video for your landing page which is easy to do on your smart phone. Personally, I think videos are best because the viewer can see you and hear you and feel like they somewhat know you.

HAPPY HOLIDAYS!

This topic will be split into 2 parts because I don’t want to go too long here. This first part below is about gift cards (I’m not a fan!) and also about an idea I came up with when I had my spa which I named “The Wish List.”

Part 2 will follow in a week or 2 and will be about holiday events. I will present that information in a checklist/road map form for you to follow if you like the idea and wish to use it.  

Okay, now that you’ve got potential clients looking at your “Esthetician” social media pages, let’s talk about how to inexpensively create an atmosphere for clients and potential clients that will encourage them to spend some holiday money with you!

GIFT CARDS/GIFT CERTIFICATES

Too many Estheticians rely on gift cards and gift certificates, but that’s a big mistake. Especially if you live in a state where gift cards and gift certificates do not expire. California – where I live --is one of those states! (Cal. Civ. Code §1749.5 ) Be sure to check your state laws before relying on income from the sale of gift cards. Technically it’s not your money until the service has been completed. Technically, it’s a loan!

Below is an excerpt on the topic of gift cards from my book, The Heart of Esthetics:

Gift Cards and Gift Certificates. I know it can be especially exciting around the holidays when lots of gift certificates and gift cards are being sold. You see all that money coming in and you are ecstatic. But remember, there are federal and state laws related to gift cards and gift certificates. Depending on the laws in your area, there are a few things you should consider because technically (and often legally), that money doesn’t actually belong to you until the service has been completed. It is “loaned” to you pending the completion of the service.

• You have taken in all this gift card money, however, the services have not yet been provided…so what happens if you close your business? Are you going to contact all the purchasers of these outstanding gift cards and make arrangements to provide those services before you close your doors? The other option would be to reimburse the purchasers of the gift cards, but can you afford to do that?
• What if you sell your business? You are the one who took in this money. So when the recipient someday wants to redeem their gift card, are you expecting the new owner to provide those services for free? Or will you pay the new owner the total dollar amount of the outstanding gift cards, even if there is a chance that some of them will never be redeemed?

I went through this when I sold my spa and let me tell you, it was not fun. But I learned an important lesson, and when I opened my new solo esthetics practice after selling my spa, I no longer offered gift certificates. I do not believe that the foundation of an esthetics practice should be built on gift certificates and gift cards.

NOTE TO ANYONE CONSIDERING PURCHASE OF AN EXISTING SPA FROM A PREVIOUS OWNER:  Before you buy, be sure to check whether there are any outstanding gift cards that you may be inheriting.

Below is an excerpt on the topic of “The Wish List” from my book, The Heart of Esthetics:

THE WISH LIST

Now I will tell you what I did to create a lucrative and fun holiday season that did not involve gift certificates and gift cards (although it certainly could if you want it to).

The Wish List. This is something I came up with to solve a problem we were having at my spa which happened around all the major celebrations that involved women, such as birthdays, Valentine’s Day, Mother’s Day, and Christmas. The significant others, the husbands, the wives, the boyfriends, the girlfriends of my clients would call the spa wanting to get a gift or a gift certificate for their loved one, and we would always scramble to figure out what we should recommend.

After a couple of years, I realized that the solution to this problem was to keep a list of what each of our regular clients preferred as far as services, products, candle scents, etc. So I asked my clients if they wanted to participate in “The Wish List” and with their consent, I began keeping such a list. The participants told their loved ones that this “Wish List” existed at my spa, and from that day on, I became the go-to source of gifts for these special occasions.

Men, in particular, were thrilled that they no longer had to struggle with getting the right gift, and they were especially happy to know that the specifics of the gift would be a surprise to her.

The only caveat with The Wish List is that you must update the list regularly because there will be changes to your service menu, your product lineup and the gifts you have in stock. Even more importantly, your clients’ favorites may change over the years as you bring in new products and services, so your Wish List must always be accurate and up-to-date.

Return to Blog #1

Next blog: Holiday events