Take Action with These 10 Simple But Powerful Marketing Strategies Every Esthetician Should Be Using

With so much marketing advice out there among the plethora of influencers and so-called marketing experts, it can be confusing to figure out just what you need to do to create effective strategies for growing your spa biz that are clear cut, easy to implement and deliver results.  Whether you’re just starting out or looking to level up your client list, here’s some no fluff advice to help you market your business more effectively and authentically.

1. Scheduling Your Content Will Keep You Sane: Marketing your business shouldn't be a daily source of stress. Scheduling content ahead of time helps you stay consistent, avoid last-minute scrambling, and focus on your clients. It’s one of the easiest ways to stay visible without burning out.

2. Create a Freebie or Email List Magnet And Post It Often: If you’re not growing your email list, you’re leaving long-term client relationships on the table. A simple freebie (like a skincare guide or discount) gives potential clients a reason to stay connected even if they’re not booking right now.

3. Don’t Post Content That Makes People Feel Judged: People follow beauty pros to feel inspired and confident not to feel bad about themselves. Avoid before-and-afters that could make someone feel insecure, and steer clear of language that comes off as shaming. Positivity builds trust.

4. Keep Drama and Bad Days Off Your Feed (To a Point...): Yes, your business is personal but airing every frustration or bad client experience publicly won’t help your brand. It’s okay to be real but keep it professional. Save the venting for your group chat, not your Stories.

5. Not Every Post Needs to Convert: Some content is for connection. Some is educational. Some is just to entertain or show your personality. If you’re only posting to push bookings, you’ll burn out your audience. Think long term relationship, not hard sell.

6. Going Viral Isn’t the Goal: Chasing viral content is exhausting and often pointless. A post with 50 likes from local, engaged followers is worth more than 10,000 views from people halfway across the world who will never sit in your chair.

7. Local Followers Beat Random Followers: Focus your marketing efforts on attracting people who can actually walk through your door. This means local hashtags, geotags, partnerships with nearby businesses, and content that speaks to your community.

8. Create Shareable Content: Think memes, skincare tips, relatable quotes, or infographics anything your followers will want to share to their own stories. This turns your audience into your marketing team and gets your name in front of more potential clients.

9. Show Your Face: People book with people they trust. And trust starts with showing up literally. Even just a quick video of you talking, checking in, or sharing a tip helps build that connection.

10. Show Off the Experience, Not Just the Results: Your space, your vibe, the way you greet your clients this is all part of your brand. Give your followers a taste of what it’s like to be in your treatment room. It helps turn “maybe” clients into “can’t wait to book” ones.

And while we’re on the subject. . .

When it comes to creating content, just posting stuff isn’t enough—getting people interested matters way more. Real growth comes from building up a solid crew around your brand.

The big names out there don’t just drop posts; they actually chat with folks, build real bonds, and make sure everyone feels noticed. Anyone who’s willing to put in some genuine effort can do this, too.

It doesn’t matter if you’ve only got 10 followers or you’re rocking 100,000—a strong community is what turns likes and comments into real clients. Social media algorithms love interaction, so if you’re not leading your group, your stuff won’t reach as many people.

Before you start asking your crowd to book services or buy something, make sure they feel comfy interacting with your posts. Once your audience gets used to tapping, voting, commenting, and sending messages, it’s way easier for them to slide into being clients.

To get the most out of social media, focus on having authentic conversations with both followers and newcomers. Reply to comments, use quick responses, try out “reply to comment” reels, and react to stories. These moves help turn maybe-customers into loyal ones. Throw in polls and interactive stickers in your stories to get people talking and show you actually care about their opinions. Scheduling and batching your feed posts can also free you up for genuine engagement, so you don’t have to stress over thinking up something new every day.

Coming soon! - Educational and promotional mini-guides that teach, inspire, and position your brand as an authority. Perfect for lead magnets, treatment education, or digital giveaways to help give potential clients a reason to stay connected with you - increase engagement easily. They can be customized for your business brand. Special introductory pricing. Grow with esthetician flow!