Social media: one of the most effective ways for business owners to engage in conversation with past, current and future clients. By using these communication channels that are dedicated to community-based collaborations, business owners are able to reach out to clients on a more personal, frequent and wider scale.
I have used social media marketing as a tool for my business, Positively Tan, since the beginning of my journey as a spray tanning business owner. I have grown my following from 0 to 3,000+ on Instagram over the course of a year and have a great following that continues to grow on Facebook as well.
One of the main questions I get from students is how to market themselves. We are in a rapidly growing industry with new spray tanning companies opening up shop and starting their movement in various parts of the world and, to be honest, I don’t see that stopping any time soon. In order to separate yourself from your competition you will have to get involved in social media marketing. Your ideal client’s are on Instagram, Facebook, Twitter and Pinterest and are looking for you via hashtags and through Facebook searches and Pinterest postings. I am not going to sugarcoat the fact that social media takes a lot of work and that it can be confusing so, hopefully this helps some of you struggling to get your social media accounts started and bridging the gap between thinking and doing! beauty professionals
Instagram, Facebook, Twitter & Pinterest to start.
In our industry, we have the ability to show our work of art! By displaying good quality pictures of our before and after bronzing transformations we can attract our client’s attention enough for them to want to ‘follow‘ us or ‘like‘ our page. Once you start gaining momentum in one or more social media platforms, I would recommend focusing on that platform until you feel comfortable enough to start focusing on the next platform you see your following growing. A good piece of advice is to start with Instagram as you have the ability to link Facebook, Twitter and a few other social media platforms to your account so when you post on Instagram, your ad will also post to those platforms you choose to link up.beauty professional social media
The goal here is to make great content (about 80% valuable information for your clients, 20% sales) to engage your clients, show value to your brand and to get your ideal clients to keep in touch with you.
Be a friend, not a sales[wo]man.
I would be lying if I said I wasn’t guilty of this from time to time. It is hard for me to contain my excitement when I want to promote new packages, services or products I offer but I also know that the real ‘sale’ is when you stop constantly selling your service and start selling your/your brand. People want to know who is behind the screen, they are curious about your story and what value you can bring to them/their lives. Why should they go to you to get a beautiful airbrush tan when there is Jill, Sasha and Peggy down the street? I would try to gain some clarity as to who you are serving and speak to them when you are thinking of posting anything on social media. How is this post going to HELP my client? Is this post too salesy? Does this post offer valuable content that my client will enjoy and can they relate to it? Help, help, help. Give, give, give. Try it out and see how well it works for you!
There is nothing worse than stumbling upon a spray tanning business page that screenshotted your work and advertised it as their without your permission. Never, ever, ever should you take someone’s work without their permission. This was one of the rookie mistakes I made in the beginning and trust that I have 1) learned that it is not proper etiquette and 2) it doesn’t feel good when someone takes your hard work and acts as if it was them who created that beautiful social media masterpiece.
“Copyright infringement is the use of works protected by copyright law without permission, infringing certain exclusive rights granted to the copyright holder, such as the right to reproduce, distribute, display or perform the protected work, or to make derivative works.” (source: Wikipedia)
With free apps and services like Moldiv, Studio, Canva and Pixabay there is absolutely no reason for you to use anyone else’s’ work. Get creative, BE ORIGINAL and HAVE FUN!
This reminds me of the time my mom started learning about social media and angrily blurted out “what the f is a hashtag?!” Makes me laugh every time. The easiest way to understand how a hashtag (#) is used for social media purposes is that placing a hashtag (#positivelytan) in front of a word or words creates a searchable link. Let’s take it a step further… once you create your hashtag (#positivelytan) on the social media platform of your choice, you can click on it to join other conversations, look at other content and view any other information that is associated with that hashtag.
Take a moment to go to Instagram (or Twitter) and search #positivelytan or any other word you’d like to look up to see what content is relevant to that particular hashtag. This has been a great way for me to find potential clients, other business owners and information pertaining to that hashtag! #HashTagItUp
Consistency is… well, you know… KEY!
Just like with everything else in life, consistency is going to make or break your efforts. I would suggest posting 3-5 times a week (on different days) on the platforms you choose to use to keep active and keep your clients engaged throughout the week. To be more visible, have more engagement and make the most out of your postings, post during the busier times:
social media statistics“Instagram audiences are engaged throughout the week. Mondays should maybe get a little more attention.
Monday and Thursday at any time other than 3–4 p.m.
Videos any day at 9 p.m.–8 a.m.
Experiment with 2 a.m., 5 p.m., and Wednesday at 7 p.m.
Saturdays are your best bet for reaching Pinterest users—and later at night.
Saturdays at 8–11 p.m.
Any day 2–4 a.m. and 2–4 p.m.
Fridays at 3 p.m.
The optimal times to tweet are 12–3 p.m., with a peak best time at 5 p.m. During the workweek is the best, though some niches might have more active audiences on the weekend.
Wednesday at noon and 5–6 p.m.
Monday–Friday at 12–3 p.m. and 5 p.m.
Experiment with 2–3 a.m., 6–7 a.m., and 9–10 p.m.
The best times to post on Facebook are 1–4 p.m. late into the week and on weekends.
Saturday and Sunday at 12–1 p.m.
Thursday and Friday at 1–4 p.m.
Wednesday at 3 p.m.” (source: CoSchedule)
Social media is a tough but necessary beast to tackle. It is going to get your business visible, heard and will bring you a lot of clients if you market yourself appropriately. It can be a little overwhelming at first but I promise you it will get easier-a lot easier-with practice!
There are tons of tutorials out there to help you via YouTube, Google searches and books you can purchase. If you have a specific question feel free to reach out to me and I will try to help you to the best of my ability.
If you are a beauty professional looking to start marketing effectively, I invite you to check out MAKE YOUR BEAUTY MARK: A MARKETING GUIDE FOR BEAUTY INDUSTRY PROFESSIONALS. This is a great guide for beginner or intermediate beauty professionals that contains tons of valuable information you will need to help you start or expand your business and marketing efforts. Good luck out there and shoot me a message so I can follow you on your social media journey!