Why Niching Down Can Change Your Beauty Biz

When it comes to branding your beauty biz, you want to make sure that you are directing your brand message in a certain direction, toward a certain type of clientele. These will be your people! They will come to you because they resonate with the values your business speaks on. One question you want to ask yourself in terms of your branding is, “does my sunless biz currently fall into a specific niche?” If you currently are marketing to everyone and their momma and not seeing the progress in building the clientele that you want to, you may want to consider niching down. When you put your business into a niche, you are segmenting your product or service to a specific type or market and clientele. Narrowing yourself into a specific segment of the market can make the difference in seeing growth in your business and staying stagnant. Below are just a few reasons why I am a fan of putting yourself into a niche. 

Whisper Don’t Shout

Niching down allows you to whisper to your specific dream clients instead of hollering at the masses. This will help you to build your clientele and increase retention because the people that will be drawn to you will be YOUR people! It’s common to think that if you make your messaging broad enough then it'll cause more people to think that these are the right services for them. The misconception here is that there’s nothing to relate to with this tactic. When people are looking to spend their hard earned money on something, they want it to be linked to more than just the service itself. The reality is that people buy from people and companies that they feel can understand who they are and the problems they are facing. If you understand how difficult it is for mothers of young children to get out of the house and treat themselves to a beauty service, speak directly to those mothers with your marketing and they will listen!

Clear Communication

Getting super specific on who you're talking to allows you to create a very clear comprehensive brand message through all of your platforms. You will constantly be creating content and marketing materials based off of a particular group of people so your language will always reflect that and make your messaging very relatable to that group. Basically, you won’t be bouncing around trying to reach ALL the people. No matter if a client finds you on instagram, your website or other social media platforms, they will know who you serve. This creates the opportunity for the ideal clients you want to serve to recognize that you are the right fit for them. Creating clear communication in your marketing increases your level of expertise that is perceived by potential clients. If you say, “I’m a bridal spray tan artist,” your bridal clients will know that you are an expert in that area and will gain a higher level of trust in you than just any artist that doesn’t specify who they serve. 

Now you’re officially sold on niche marketing and you’re ready to start communicating a specific niche to your audience (yay!). If you’re still feeling confused on where to actually position yourself, I want you to consider your current clientele. Who are the people that are naturally being drawn to you? Now, consider who you want to work with. If you could create an avatar of the perfect client, what would that person be interested in, what would their occupation be and how do they spend their free time?

To give you a ideas on what category you can niche into, we’ve listed out a few common niches in the sunless industry:

• Bridal Tanning
• Competition Tanning
• Tanning for stay at home moms
• Tanning for the busy corporate executive

One last comment I will leave with is that I don't want you to be afraid to get too specific! Paving a clear path for the correct clientele to find you will always be a positive action for building your business.  If you’re interested in learning more about how you can elevate your beauty biz today, subscribe to the Beauty Business Babes Podcast on iTunes or Spotify!

Xoxo,

Kelly