Genius eCommerce lessons from 7 beauty business experts
During the Beauty eCommerce Bootcamp that I ran at the beginning of February, I was so excited to host seven incredibly smart and successful beauty business owners who shared some incredible business advice about creating, scaling, and promoting an online shop for your beauty business.
Today I’ve gathered together the seven most prominent sales, marketing, and business building lessons I took from their talks to share with you guys. You’re getting a sneak peek at some valuable lessons learned during our one-week bootcamp!
Whether you’ve got an online shop for your beauty biz or not, take the lessons and run with them in your business. From making a business plan, to genius sales strategies, get ready for some serious inspiration!
Amanda Castillo: Build a solid business plan to clarify your vision
Amanda is a hairstylist and owner at Temple Soulon. She is an absolute genius when it comes to finding the perfect products to retail in her store, that complement the services she does.
When I asked her about how to choose the right products for your business, she actually took a much wider view of things. She said it comes down to having a clear vision for your business, and a business plan that goes along with that.
Amanda knows that a good business plan takes a lot of time and effort to develop - hers took two years to fully flesh out! But she points to that business plan as the time where things really started to pick up for her.
Once she dug into building her business plan, she started to clearly see the vision she had for her business: to foster “really feel good practices for self-care and self-expression”, as she explained. Once she had it in writing, she had a better idea of how to proceed with building her dream salon.
When you write a business plan, don’t go into it blindly. There are lots of templates available on the web to use, and Amanda says she did a ton of research on other salons' business plans, borrowing bits and pieces that felt right for her.
“You can look up templates for the specific industry you’re in. There are samples. I ‘Frankenstein’d’ a business plan that works for me.”
If you’re really stuck with where to start and what to write in your business plan, Amanda suggests starting on Pinterest.
Pinterest can be a powerful tool for envisioning what your salon vibe will be, and who you’ll be attracting through your doors
“Go on Pinterest and [make] boards about the type of vibe you want to curate; [start] figuring out your target market….who do you want in your chair, reading your blog, having Zoom consultations with you?”
Creating a target audience to market to will help you out a lot when it comes time to dig into the details of writing your business plan. Be patient with yourself. A thorough business plan takes time.
“It took me two to three years to put that whole big fat document together…[but now] I have a clear, concise, edited thing that’s there to go to, and that’s really super helpful. There’s a big difference in clarity."
Nikki Hill-Reece: Build anticipation for your next big product or service with your clients
As a makeup artist and owner of Allure Faces By Nikki, her own brand of cosmetics, Nikki has excelled through selling a mix of online classes, cosmetics, and beauty services. Here’s how she’s done it…
Nikki is the master of innovation and giving her clients that FOMO feeling that really drives her sales.
When she started her liquid matte lipstick line, she first promoted a pre-sale to her audience on Instagram, and it was wildly successful.
“If I have a new product, I try to [do a] presale so I can make some money [to put aside] before I get that product.”
She used both Instagram and Facebook to drum up the buzz for her presale:
“You guys always ask me about my lip colors, so I’ve started my own lipstick line. The presale is going on now, be the first person to get these hot lippies! Sale on now!"
Nikki used pre-sales and events as a “FOMO” strategy to sell more than $10,000 in her line of cosmetics in January
She kept these posts up throughout the presale, and it was a hit. In fact, in January, Nikki surpassed $10,000 cosmetics sales for the month!
After the presale success, she built more anticipation by promoting a Launch Party for her line.
“I waited a couple of months to do the Launch Party. I had a group of people who could vouch for the product because they’d already received it, so they could say how great it was. I promoted that on Instagram and Facebook. We had a lot of people come out.”
Nikki gives some credit to her business coaches who have shown her the way to run a successful business.
“I got a business coach, and then I got a beauty business coach. With those two classes I’m taking, I’m learning every day. When you start [a business], you don’t know everything, but there are people who came before you [who can teach you.]”
Nikki does constant research about the beauty business sector in order to stay on top of her game and keep her edge.
“You have to [be innovative]...I mean, look where we are right now!”
Jacquie K: Engage with and support your local community of business owners
Jacquie is an Ottawa-based makeup artist who has built her business up from a blue school bus mobile set up to huge online eCommerce success with her own line of cosmetics, Jacquie K Cosmetics. What’s her secret? A big part of her success comes from being a really great communicator and collaborator in her local areas.
Firstly, she has supported her local economy by using only local manufacturers to develop her product line. She takes pride in keeping her business in Canada.
“I just went to Google and searched private label manufacturers near me and emailed the top ten results. I ordered samples from about five of those manufacturers I contacted.”
When it comes to target marketing, she consistently targets Ottawa and surrounding areas, knowing that people love to support local businesses.
“Everyone’s all about ‘support local’ right now, which is great, and I’m always trying to push that. It doesn’t make sense to target Canada as a whole when there are companies like Sephora to compete with. You can still make a lot of money targeting local.”
A big part of Jacquie’s marketing strategy is to engage with other local beauty businesses in her area - and it’s paid off for her in many ways.
“In my area, I’ve made sure to follow and chat with every single bridal make-up artist, hairstylist, and bridal salon in the Ottawa, Prince Edward County, and Toronto area. I message them and just say, ‘Hey, it’s great to meet another local MUA. I’d love to chat further with you.”
“After you establish that initial relationship with them, it’s important to continue to engage with them publicly. Comment, like, and share their posts on IG. Spread the love that way.”
She’s also collaborated with local brands for giveaways like this on her Instagram:
Jacquie notes that other local beauty business owners also have an audience that may not know about your business yet, so writing something engaging and thought-provoking can get them clicking on your profile to check you out.
Her local-first business model has helped her grow as a business owner, as well. She’s gained friends, and great business advice, from those local connections.
“Not only is it great to support your local beauty community, but I’ve also gotten great advice from other owners by making friends with them on Instagram.”
Desarae Marhofer: Sneak in special touches for your clients
Desarae runs Beautiful You Skincare Studio and an academy for estheticians in San Pueblo, Colorado, and her number one business value is to always provide extra value in everything you do for your clients.
From her services to her products and promotions, she always adds a special little “value piece” to help her clients remember their experience.
During the first round of COVID-19 shutdowns, Desarae created at-home facial kits to sell in her online shop. She knew that her clients sitting at home were missing out on important self-care routines, so she wanted to figure out a way to keep bringing that experience to them at home.
“[I said,] 'we gotta give our clients something, because they are home, and they’re gonna miss that intimate service-based connection. If I can give them something that makes them feel like they’re in the spa and connect with them on an intimate level, they’ll appreciate that.'”
The extra value piece for her at-home facial kit was a little vial of essential oil scent, which was the signature scent that clients were familiar with when getting spa services in her salon.
Desarae’s at-home facial kits were her #1 seller, and she added in little touches like her signature essential oil scent from her spa
“That little glass vial of essential oil is the first step in our signature facial services that get our clients centered and ready to experience that amazing facial. That scent connection, they remembered that and wanted to experience that at home.”
Desarae also knows that emotional support is a big part of the personal services industry and that clients at home were probably missing out on that connection while stuck at home. In order to continue to foster a great relationship with her loyal customers, friends, and family, Desarae created a Facebook page, called Uncommon Beauty, to provide motivation, uplifting positivity, and self-care/mental health tips to her audience.
“When your clients see you putting forth the effort, that you’re thinking about them and their wellbeing, they’re going to support you and spend money with you. You create that value for them and follow up with them, and you make it so easy for them to shop [at your salon.]”
Mel Gardner: Let your personality shine through in all your communications with clients
Mel is an email marketing wizard. She is the owner of Bare Skin Studio, a facial and wax bar marketed to men, and every part of her business reflects her dry sense of humor, commitment to providing amazing service, honesty, and no-bull approach to life.
During the first round of shutdowns, she reached out and let clients know how they could support her. She gave her emails an “apocalypse” theme, and let her personality shine.
“I started this theme like, ‘it’s the apocalypse’, and all the marketing during that first shutdown was in the vein of Apocalypse Girl, Mad Max, Girls with Guns. I also tied in the fact that my clients are super supportive of me, and I appreciate that...and here’s another way to be supportive!”
Her emails encouraged clients to purchase gift cards and packaged services at special rates for when the wax bar would be open again.
Her clients loved it.
Mel used her own brand of humour in her emails, and made them super engaging and true to her. That’s what her clients love to read!
She was honest with her clients about the state of her business, and how they could help her.
“I said, ‘A lot of you have asked how you can help me during this tough time for small businesses. I’ve had help from some of my vendors and landlord, but here’s how you can help me pay my rent.'”
Her click-through rates for these emails were incredibly high, at 24.6%. “ The results of that were that for about a month-ish period, I sold about $15,000 worth of services through online gift cards and packaged deals.”
Her honest and caring approach to her business is straightforward and refreshing:
“You’re not selling to sell - you’re recommending a product to fix a problem. Your clients don’t realize that they have a fixable problem. If you’re promoting a product to fix a client’s problem, you’re not selling; you’re fixing a problem.”
Lizz Romney: If you’re constantly selling in your marketing, you’re doing it wrong
Lizz Romney has built her career on teaching business owners how to do eCommerce sales and email marketing the right way to get the right results.
“The biggest misconception that people have is that email marketing is dead. The reason people believe that is because so many companies have done emails the wrong way. We see emails that annoy us, so we mark it as spam, we unsubscribe. In actuality, email is one of the most profitable platforms in order to grow your business.”
She explains that in 2021, every dollar invested in email marketing will have an average return on investment of $52. That’s a crazy amount of money to be missing out on!
Lizz explains that the right way to do email marketing is by nurturing a relationship with your email list.
“People just try to sell and sell and sell. We don’t engage or try to build a relationship with our subscribers. We do that with our Instagrams, but not with our emails.”
Lizz has developed a 3-step selling cycle in order to provide value to subscribers, keep them subscribed, and nurture them until they’re ready to buy your products.
“You need three steps: the offer you’re going to make, time to prepare them, and content that will make them want and need your product and offer.”
Doing it in three steps fully prepares your email list to be ready to buy your product before you make the offer.
She recommends sending out emails in four phases, over a period of four weeks.
In the first week, send out content that relates to the problem that your reader has. This will make the reader feel that you understand their issue.
If you’re promoting skincare or facials in your emails, your first email could highlight a common skin concern that clients have
The next week, offer content that describes the reader's transformation as a result of fixing the problem.
In the third week, share a case study or testimonial that showcases people who have solved the problem of your reader. This builds authority and trust.
The fourth week will showcase your product as the best solution to the problem.
By building up trust, authority, and giving the reader time to make the decision that’s best for them, they’ll be much better prepared to buy your product when you finally promote it.
“This prepares them to want and need your product before you even offer it.”
Lizz says that ideally, you should be sending out emails to your lists twice weekly, but if you’re just beginning, once a month is a great starting point.
If you’re struggling with overall engagement with your emails, Lizz has some great advice to push through that.
“The first thing I would do is look at your subject line.”
She suggests writing something that will pique their curiosity and make them want to open and read your email.
She also says to be consistent. If you write inconsistently, people won’t bother to open up your emails because you’re not in their awareness.
“If people start seeing your emails in their inboxes a lot, they’re like, ‘okay, I like this. I want to engage more. I want to let them know I’m reading.’”
Eunice Hamaguchi: Be picky about the brands you partner with
Eunice is an esthetician and business owner at BellaBar Spa in Orange County (it’s absolutely gorgeous). From the start, she has been very intentional and precise about her business. She believes in selling products that look great, feel great, have excellent results, and are safe for her clients to use, as well as environmentally friendly.
“I’m so picky when it comes to ingredients, values, and packaging. It has to look pretty on my shelf. And the brand story, what they’re about - as well as their sustainability.”
Eunice is always doing her research to find out which products she can sell in her online store that support her values of clean beauty and environmental sustainability.
“For me, the most important part of [a product] is the ingredient list. If it’s all-natural, I’ll take the time to look further into it. I’ll reach out to the brand and deal with them directly.”
She chooses local makers that use high-quality natural products and aims never to be wasteful, so she’s very intentional about the quantity she buys and at what time.
“The makers that I work with for skin care are using natural products, so I buy in small batches so the products don’t go bad on my shelves.”
She believes in the products she sells, because she has tested them all, and uses them for her own skincare!
“For me, it’s a lot more than just picking things out. I order some samples, I try them out myself to see if I like them. I won’t bring anything into the store I wouldn’t use personally."
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The thing I learned from all of these women is that the steps we take every day in our business matter. It's all about consistently pushing forward and trying things differently to get better results.
Looking for more ways to make intentional and consistent moves in your beauty business?
Join my free advertising class for beauty pros below!
Xo,
Stephanie
