Do you feel like your Instagram hasn’t been getting much of a reaction lately? Being a makeup artist can be tough sometimes. Having the skills to create a gorgeous look is the first step to building a solid reputation, but then you have to keep your makeup artistry business out there!
Luckily, you don’t need a huge budget to create some serious marketing buzz. We’ve come up with some innovative ways you can boost your brand visibility. These cheap marketing tips will soon have your makeup artistry business getting all the attention it deserves!
1. Flash sales
This marketing strategy can be a really fun one to try out. If you can figure out when your audience is most likely to be interested in a service, try offering a flash sale, which is essentially a limited time offer without the tacky marketing.
A flash offer is something that you will plan in advance but offer spontaneously in order to generate the most excitement. If you have the time or resources, experiment with a monthly flash sale. On Thursday night, offer a discount on a service for a limited number of clients who respond first within 24 hours.
You may want to experiment with the timing of your flash sale. The idea is to sway clients who may be on the fence about paying for your services. There are some times during the year that flash sales for a makeup artistry business do really well. Clients always want to look their best during holiday, graduation, and wedding season. Do some research and think of what your target audience might be interested in.
2. Customer referral program
Okay, sometimes you have to return to the basics. Learn to think like a potential client. That’s what the marketing geniuses behind Sephora and Ulta do! If a client loves your work, they are going to rave about it to others. Remember the last time you went and had your hair or nails done? Chances are you couldn’t wait to tell everyone about your great experience.
If you do a client’s makeup for an important event, say an engagement photoshoot, and she loves what you did to her brows—you better believe her entire entourage is going to see your work, examine it, and want to call you. Having a little bonus for the person who refers you will only increase the likelihood of you getting your name out there. The customer referral program doesn’t need to break the bank. Offer clients a discount on a future service, and think of a business card you can stamp or sign when the referral comes in so you can keep track of how well it’s working. A little incentive goes a long way.
3. Get on Snapchat
If you can work a smartphone, this is low-cost and quite fun. But in order to build your makeup artistry business, you need to start thinking of yourself as a brand. That means knowing what makes you a stellar makeup artist. Once you’ve pinned this down, you can figure out who your target audience is and start thinking of how to connect with followers in ways that will lead to sales.
A lot of major brands are using Snapchat to build a loyal fan base. A major reason for this is that Snapchat provides a more relaxed approach to marketing. If someone is following a brand, it’s because they like it enough to want to stay connected. But think about how turned off you get by a forced sales pitch! Give a relaxed ‘behind-the-scenes’ look of a makeover one day, and later follow up with a flash-sale offer only available to your Snapchat followers. While Snaps may seem impulsive, they should actually be calculated. Have fun with your content, but remember that you are putting a spotlight on your makeup artistry business.
4. Create weekly or monthly special events
Think of themes for different group events you can host. Put the word out on your social media pages and charge a small fee for clients who want to attend. Do some advance marketing to see what demand there is for an event. For example, maybe women in your area want to learn how to create a dramatic red lip, or want to know how to find a flawless foundation match.
The idea is that while a client may not be able to justify paying the price for your full services, she is probably willing to pay for a glam experience at a much lower cost. This is a great way to stay in touch with previous clients and connect with new ones. Offer a ‘Girl’s Night’ on a Friday night and advertise a free glass of wine or champagne along with your makeup tutorial. Or look into offering an event for mothers and daughters, and teach young teens how to apply makeup. Do some research and get creative with what kind of event clients will love. The demand is out there!
5. Get to know local businesses
This is a little more of an old-school way of finding new clients, but it’s definitely still worthwhile. Think about what kind of niche your makeup artistry business caters to. Find out where your clients are going for other services and try to network your way to more visibility. While this is probably going to be difficult to do with large retailers, local business owners know the value of word-of-mouth marketing.
Even if you don’t have fancy business cards, a business owner that likes and respects you will recommend your services, especially if you are willing to the same. Scope our bridal boutiques and spas, and see what happens. An amazing ‘before and after’ will always have people talking.
Once you have a client in your chair, make sure you deliver some incredible work. Remember, you can also take the opportunity to pick their brain! What do they like, what kind of events do they attend, and what would they be interested in? The more you know about your client, the more effectively you will be able to market your makeup artistry business!