How to stand out as a beauty pro when you're advertising on Instagram and Facebook
Ever felt that sinking feeling when you Google search your beauty niche and discover that there are a thousand other businesses seemingly just like yours in the area for people to choose from?
The moment the results page comes up, you hear an insecure, nagging dialogue in your head start running its mouth: “There are so many people doing exactly what you’re doing! Good luck standing out! You’ll never be shiny enough/popular enough/appealing enough/good enough to make it big in this city.”
I know you’re not listening to that voice, which is why you’re here - so first off, big kudos for ignoring that troublesome Worry Goblin in your head!
And secondly, I want to share something that I’ve learned in my own career: my life as a business owner has been so much easier and fulfilling since I stopped the comparison game.
When you shift your mindset from “competition” to “collaboration”, new doors open, new chapters begin, new clients come streaming in your doors, and you make a ton of new connections and friends. So it’s always good to remember that competing, as compelling as it can be, isn’t worthwhile in the long game.
But I know you’re saying to yourself, “Okay, fair…but still, how do I make my salon or spa stand out in my town or city?”
Today’s blog post contains all the tips I’ve used in my own business to stand out and gain a solid following - and whether you’re a spa or salon owner, an independent hairstylist or spray tanner, or thinking about starting up your own beauty business of any type, these tips will be relevant and helpful for you to grab attention and fill your books.
The number one tool I use to get my name, face, and business out there? Facebook and Instagram paid (promoted) posts.
Facebook and Instagram paid posts and ads are an amazing way to get the attention and booking of your ideal client - but in order to get really good results from them, you have to stand out and make yourself seen!
Think of all the promoted posts your audience is seeing when they're scrolling through their feeds.
Put yourself in their shoes… what would a client need to see from you in order to say, “Oh my gosh! So cool! I want to book her”?
Here are some great ways to stand out and get attention for your salon or spa using social media.
Be willing to do what others aren’t to make your salon or spa stand out
Remember this: every time you push yourself out of your comfort zone, you’re putting yourself in a different category, and setting yourself apart.
Most people do what’s easiest, and what requires the least amount of effort. That means staying anonymous, quiet, and unknown.
It’s hard putting yourself out there. The same way it’s terrifying to be the new kid in class, or making friends in a new city, it’s awkward and scary to show up in your ads as yourself - but that’s exactly what you need to do.
Because when you decide “I’m going to show my face and my personality and introduce myself in my ad”, you immediately stand out from the pack.
People see a smiling face, they stop scrolling.
And why is that?
We all feel way more connection and trust with a person rather than a business.
Everyone shows pictures of lashes and dewy skin. What everyone doesn’t show is the people behind the chairs - in the salon, working hard to make clients beautiful.
That’s why it’s so important to show up.
And to be even more specific, it’s important to show up on video!
If you’ve been following me for a while, you know I say this often, and it’s never been more true than now.
When it comes to Facebook and Instagram ads, the consistently best way to keep people’s attention is to show your face on video.
Your ideal clients want to know you and see that you’re a real person, so that they can feel comfortable with you before they book an appointment at your salon.
So here’s what you do: Introduce yourself in a short video and in the ad caption. Tell your viewers about your business and show them how much you love what you do. Tell them about your experience and skill. Show them what kind of person you are! Your ideal client wants to know that it’s a match. Having a personality that connects with clients makes you stand out.
Be sure to put your personality into your ad caption, as well. Write it like you’re talking to a good friend about a crazy good offer you need them to know about!
Stand out by giving amazing customer service even before they become clients
From the moment you get your first DM or text about your ad, you have the opportunity to wow potential clients by being helpful, kind, and enthusiastic.
But sometimes it can take a bit for comments and DMs to start rolling in, so be willing to start conversations, too! This gives potential clients a chance to interact with you and get a feel for what you're all about.
You can use the comments section of your ad as a place to educate and show off your personality (but remember, BE KIND! Avoid snarkiness or sarcasm… people are watching.)
Ask people that write to you questions about their goals, or you can suggest they send you pictures of the look they want to achieve. This can start a great conversation and build a lasting relationship between the two of you.
A real cool way to add a personal touch to your interactions is to send voice replies instead of writing (it's faster, too!)
Remember: you have to build up connection and trust before you get a booking. You’re sure to stand out if you give fast replies, are curious about their needs, and give amazing customer service before they're even a customer.
Stand out by being specific about what you’re advertising
When you're first starting out in your salon or spa, you might be tempted to want to get good at lots of different types of beauty services so that you can book more clients.
The logic is sound, but truly what most people are looking for is an expert in one specific thing.
When you try to appeal to everyone and do everything, you end up appealing to no one.
At the beginning of my business, I was covering everything to do with marketing. My business has exploded since I started focusing on one thing and getting really good at it: Facebook and Instagram ads!
The same goes for you as an independent beauty professional: Your success will explode when you become known for something.
Choose your niche: pain free waxing, perfectly dramatic brows, natural and curly hair care - whatever you have a passion for, choose it and lean into it with everything you've got!
You’ll get really good at it, and then word will start to spread about you.
In the same way, you need to make sure that your ads reflect your expertise in your chosen beauty niche.
Create an ad that narrows down on a specific target audience for your chosen service, be as specific as possible!
"Anti aging facial for those in their mid 30s who are starting to notice fine lines and sun spots!"
"Natural looking lash extensions for those who’ve never had them done before!"
When you focus on just one target audience and one specific offer, it’ll make you stand out to people who will say, “That’s exactly made for me!”
Otherwise, people will just see another ad for a hairdresser or esthetician or nail tech, and you won't get the attention you deserve.
Stand out by being high quality
Lots of local businesses just throw together an ad from a post on their feed, and cross their fingers that it will make them money.
This means the bar is set pretty low in order to stand out: You just have to make your ad higher quality than that!
If you put even a little more time into your ad and do what you can to make it look professional, you’re putting yourself in a league of your own.
This is especially important if you charge premium prices. You’ll want an ad that reflects that.
So what makes up a high-quality Facebook or Instagram ad?
A well-edited HD video (you can film on your iPhone - the quality is great!)
A captivating caption that gives your audience all the info they need to book - make sure it sounds warm and inviting, but also free of typos and shows off your professionalism
When you run a professional-looking Facebook or Instagram ad, people will watch. And they're much more likely to want to book with you, because you look and sound like a big deal.
Stand out by making the local connection
There’s some sort of psychological shift that happens when you find out that someone is local to you. It creates a bond and an understanding, and often you're more likely to trust that person or business.
Think about it: who would you rather do business with - a local winery or honey producer? Or one on the other side of the country?
One instant way to create trust and stand out is to make it abundantly clear in your ad: We're in your neighborhood!
Say it in the first sentence of your caption, in your headline, and in your video, and you're sure to get attention for it.
It doesn't take much to stand out, but you have to do it
Millions of businesses advertise on Facebook and Instagram. It can be one of the easiest (and automated) ways to meet new clients and book them… if you do it right!
But the competition for attention is fierce, so your ads need to capture attention and you need to stand out.
To summarize, these are the best ways to do it:
Be willing to do the hard work that other businesses don’t - put yourself and your personality front and center in your ad
Provide amazing customer service, even to those just asking questions or poking around before booking
Be specific about what you’re advertising, and who it’s perfect for
Create a high quality ad with beautiful visuals and flawless captions
Make the local connection
If you follow these tips when you run your Facebook or Instagram ads, I promise you'll turn heads and get more bookings than other beauty businesses around you.
If you're ready to really stand out as a beauty professional, grab a seat right now to my free class: How to Build A Full Appointment Book Using Facebook and Instagram Ads
