Most estheticians and spa owners build their businesses out of their love for the craft and for delivering their “magic” to clients.
That means most of them are working in, as well as on, their businesses.
If that’s you, you’d know how crazy things could get when you not only have to deliver your service but also worry about the business and marketing side of things.
It’s heartbreaking for me to see people giving up because of business challenges that could be solved only if they had the right guidance.
Here’re four of these common hurdles, and what you can do about them:
Problem #1: Overwhelmed by Information Overload
There’s no lack of business and marketing advice. If you’ve been in business for any length of time, done your share of Google searches, and subscribed to a few newsletters, you know what I’m talking about.
The good intention of growing your business soon turns into a collection of ideas and how-to information that pulls you in a dozen different directions.
Often times I’d be on a coaching call and I hear, “I don’t know where to start.”
Most estheticians and spa owners, especially those who’re just starting out, have trouble parsing through this sea of information to identify strategies and tactics applicable to the beauty industry as well as their unique circumstances.
As a result, they are stuck in analysis-paralysis, or frantically trying out different tactics – essentially throwing spaghetti on the wall and hoping something will stick.
Needless to say, neither one of those would yield predictable results with high return on investment (ROI.)
Solution #1: Get Curated Knowledge
The key to making general business and marketing information work for you is to have an expert with industry experience curate and organize it so you can get to the most pertinent materials without spending an enormous about of time reading through everything the Internet has to offer.
This is a critical step that will save you time and money while helping you identify the latest marketing trends and apply them to your business effectively.
Problem #2: Building On Quicksand
I hear the same thing over and over again, “I want more clients. I need more business.”
To achieve that, I see a lot of estheticians and spa owners chasing their own tails with “advanced” (or just complicated!) marketing tactics without first creating a solid foundation.
It’s like building a house on quicksand. It doesn’t matter how many expensive software services you get, or how much you pay a designer for a fancy website – if you don’t have a good grasp of the business and marketing fundamentals, you won’t have meaningful input to make those tools and resources work for you.
Solution #2: Get Solid On the Fundamentals
It may not be as glamorous as the latest marketing gimmick, yet these fundamentals are going to serve you well for years to come.
They give you the solid foundation to build your business, in a way that can withstand changing market landscape, consumer trends, and technology.
“Fundamental” doesn’t mean easy. More often than not, it’s the part that takes the most work and needs the most support. The clarity you get out of the process will be so worth it.
Problem #3: Unwilling To Invest
If you can learn these TWO lessons you will be ahead of the game….
- You can’t build your business alone.
- You can’t build your business for free.
It doesn’t work that way. It’s important to seek help in the areas that have the potential to produce the most revenue.
So many estheticians and spa owners try to “do it all” only to end up getting burned out and losing the passion for their businesses. Not to mention, they’re not spending their time and energy on what they do best, so they can bring in the highest income.
Meanwhile, others are unwilling to invest in their own growth and development so they can become a better business owner who has the mindset and knowledge to build a profitable practice.
Solution #3: Get Help And Support
You’ll have to let go and stop trying to “do it all.” Look at the amount of time you spend on each business and personal activity. What kind of help can you invest in (e.g. a VA, a bookkeeper, even a dog-walker) so you can have more time and energy to spend on the highest income-producing tasks?
You’d also benefit from associating and connecting with peers who are willing to hold the space for each other to grow, learn and be empowered in the process; as well as getting support from a mentor who has industry experience and understands the “ins-and-outs” of the spa business so you can get advice specific to your circumstances.
With the help of the Internet, you can build relationships with peers from all over the world – not only expand your horizon but also get a wide variety of insights and input that may be lacking from your local network connections.
You’ve heard that your success is the average of the 5 people you surround yourself with. So don’t just settle with a motley group of local practitioners just because “they’re there” and “convenient!”
Problem #4: “Scared” Of Digital Marketing
The line between “online” and “offline” marketing is blurred. Even if you work with clients locally and in-person, you can no longer ignore the digital world.
If technology scares you and you are throwing up your hand to say, “no way… that’s not for me,” then your business is going to suffer.
Estheticians love being in the treatment room connecting one-on-one with their clients – I get it. Your genius lies in that human touch and doing what you love most.
Yet, you still need to grow your client list. Sure, referrals can be effective… but what about everyone else in your community? How do you reach them? How do you get in front of the “potential clients” who don’t even know who you are?
Solution #4: Implement Integrated Marketing
More and more local businesses are taking advantage of digital marketing to bring in local clients by seamlessly integrating online and offline marketing.
With the advance of mobile technology and targeted segmentation capability, you can implement just a few simple, yet highly effective strategies to attract new clients to your business without having to pull your hair out over complicated digital marketing tactics…
… and I’ll show you how…
Introducing the Brand New Esthetician Inner Circle Membership
After working with many estheticians and spa owners to help build their businesses, I’ve condensed my 27 years of industry knowledge and experience into bite-sized and practical advice so more can benefit.
I thank you for your hours of conversations with me, sharing your struggles, your heart, your passion, and your determination to not give up.
I appreciate all your input as I created this membership program, and I invite you to take this opportunity to join an elite group of estheticians dedicated to business and personal growth:
- Access the Training Vault Library full of videos, resources, templates, workbooks, ebooks, worksheets and checklists specifically designed and curated for estheticians and spa owners to help you grow your business.
Videos and worksheets will be added monthly to keep you up-to-date with the latest marketing trends and fresh business ideas to attract your ideal client and earn more revenue.
- Join a monthly live masterclass during which we focus on a specific aspect of your business, roll up our sleeves together so that you walk away with clear action steps necessary for the growth of your practice.
- Get 24/7 support from Maxine and peers all over the world to brainstorm and mastermind in our private Esthetician Inner Circle Facebook group. It is vital to surround yourself with like-minded estheticians during the process of growing and learning.
In the Esthetician Inner Circle, you’ll build your solid business foundation, then layer on the latest marketing strategies to get more clients and grow your business. I’ll show you how to integrate online and offline marketing to create a seamless client experience that stands out from your competition.
Click here to learn more.