Marketing Strategies for Estheticians

Posted by Sarah Kinsler-Holloway on

The truth is, whether you’re a solo esthetician or not, a large part of building your books is about getting your name, brand, and work, out there. Below we share some proven marketing strategies to help you build your esthetic business and brand.

crop woman using smartphone in cafe

Spa Marketing





Utilize what social media has to offer

It may sound obvious, but we are constantly surprised by how many estheticians don’t have a professional website, business Facebook page, or Instagram.

A website is an extension of your brand. It needs to be functional, aesthetically pleasing (after all, we’re in the business of beauty, right?) and needs to do, what it was built to do, which is get you customers.

Make sure that you have an easy way for clients to make an appointment, have clear business hours, and of course a way for prospective clients to reach out. We are also a fan of having your Instagram feed on your main page. It’s an easy way to showcase your work.

Next, is consistency. Make sure to update your website regularly to keep it looking fresh. Make sure you are posting on Instagram, and using the story feature. Videos tend to be more engaging, so get to it!

Network, Network, Network

Networking can have such a negative stigma attached to it, but it’s essential to building a successful business.

When networking is done properly, it opens the doors for possibilities. It’s a great way to surround yourself with like-minded professionals, who are equally passionate about business. It’s definitely what you make of it, and when done authentically can build beautiful friendships

Networking on a local scale is a great way to gain clients. Partnering with other businesses that compliment your services, but aren’t in direct competition is a no-brainer!

Some of our favorite ways to network locally include:

Putting together a retail/flower special with a local florist for the holidays

Pop-up shops with other small business vendors

Hook up with a massage therapist to offer spa package

Create a wellness event with a gym or yoga studio

The options are only limited by your creativity



To often we see facials for $40, or a full set of lash extensions for $60. If you want your brand name to be synonymous with quality, you must charge prices that show respect to your craft. In the beginning, it can be difficult to get new clients, but lets change that perspective.

Instead of discounting your time, and your services, try incentivizing and adding value instead.

Complimentary add-on to any facial

Complimentary brow wax with facial

Free retail item with any service over $200

These are just a few ways to add value. Adding something also comes from a place of gratitude, rather than scarcity. When we look at it from this perspective, and we truly believe in quality of our work, the clients will come.

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