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How to Market & Grow Esthetician Business

How to Market & Build My Esthetician Business: Top 12 Tips for Success

Laura here, sharing insights from my 20 years in the esthetician industry. Today, we have a special guest – my longtime friend Zachary Katkin CEO of Olympia Marketing (a Fort Myers Ad Agency) who is going to help us dive into one of the most crucial aspects of a successful esthetician career: marketing and building your own client base.

Establishing a loyal clientele is the foundation of your business, and with the right strategies, you can thrive in this competitive industry. Here are the top 10 tips to help you succeed.

1. Build & Work Your Database

Thanks Laura for having me. In the last 20+ years I’ve grown and built businesses of all sizes, both as owner, and especially as a vendor through my marketing Agency Olympia Marketing. It’s given me unique insight into the operations of many businesses, as well as some large, simple, practical things every business owner can do no matter what their business. With that in mind – here are some things I’ve learned specifically about the spa, esthetician and other beauty services industries having worked with many clients now in this industry.

First of all… you have to build & work your database. What do I mean by this? Well most women I’ve worked with, even ones that are JUST starting out, have at least a few dozen friends, family members, acquaintances they immediately can tap to provide services to. That is great, but what you must do is document their information (name, address, phone, email, etc.) and utilize either a simple spreadsheet (or get fancier down the road and use a CRM to help automate things) as a tool to help you maintain the relationship and grow it over time. I like to think that most service company’s main asset is actually their database of customers (ultimately if you sell – that’s one of the major things you’ll be selling after all). By concentrating on growing this over time, you will constantly have a pool of connected, potential new/recurring customers to market, solicit, and sell to.

I like to start out by utilizing a spreadsheet and having clients write down all of the contact information for their clients they’ve serviced over the last 12 months. Then I expand that out into write down friends, family, acquaintances, etc. they think would appreciate their service. Then start simple manual campaigns of email, text and social media reach outs to these people. Ask them to follow you, ask them if they have friends, family, acquaintances that would appreciate service – within literally a couple hours of work, you can grow your database multi-fold by doing this simple technique.

2. Think Big, Execute Small

I see a lot of new entrepreneurs in this space thinking VERY big. Big thinking is fine, especially once you’ve reached a certain level of income and experience (you literally CAN NOT make it big without either lots of money or expertise – usually you need both, and even then it’s not guaranteed), but the thing most women in the industry DON’T want to do – is execute on the small stuff. It’s boring, it takes time and brain power and isn’t the most fun thing in the world – but nothing can have a greater impact. And understanding how to take the big picture and break into actionable chunks is one of the most valuable lessons you need to learn, your future employees will need to learn (and be guided on) and is the only way anything gets accomplished.

3. Develop a Strong Online Presence

In today’s digital age, having a robust online presence is essential. My top items (in order in terms of value and necessity are as follows):

  • Google My Business – there’s no more important tool for your business right now
  • A Strong Website
  • Facebook/Instagram (yea we get it you don’t like FB, but your older audiences are on there)

Create a professional website showcasing your services, qualifications, and contact information. Make sure your website is user-friendly, mobile-optimized, and visually appealing. Include a blog to share skincare tips and industry insights, which can help establish you as an authority in the field.

Leverage social media platforms like Instagram, Facebook, and Pinterest to reach a broader audience. Post regularly, sharing before-and-after photos, client testimonials, and engaging content to attract potential clients. Don’t get lazy with this. If you post it they will come. Schedule a day a month to craft bi-weekly posts and content and keep it up!

4. Utilize Online Booking Systems

Convenience is key for attracting and retaining clients. Implement an online booking system on your website and social media profiles. This allows clients to schedule appointments at their convenience, reducing the hassle of phone calls and improving your overall customer experience.

Online booking systems can also send automatic reminders, reducing no-shows and keeping your schedule organized.

5. Offer Exceptional Customer Service

Exceptional customer service sets you apart from the competition. From the initial consultation to post-treatment follow-ups, ensure every client interaction is positive and professional. Listen to your clients’ needs, provide personalized recommendations, and go the extra mile to make them feel valued.

Happy clients are more likely to become repeat customers and refer others to your business.

6. Network with Other Professionals

Networking is a powerful tool for growing your client base. Build relationships with other professionals in the beauty and wellness industry, such as hairstylists, massage therapists, and fitness instructors. Cross-promotions and referral programs can help you reach new clients.

Join local business groups and attend industry events to expand your network and stay informed about the latest trends and opportunities.

7. Encourage Client Reviews and Referrals

Positive reviews and referrals are invaluable for building your reputation. Encourage satisfied clients to leave reviews on platforms like Google, Yelp, and Facebook. Display these testimonials prominently on your website and social media profiles.

Implement a referral program offering discounts or free services to clients who refer new customers. This incentivizes your existing clients to spread the word about your services.

8. Offer Special Promotions and Packages

Attract new clients and encourage repeat business with special promotions and packages. Offer discounts for first-time clients, seasonal specials, or bundled services. Loyalty programs rewarding repeat clients with discounts or exclusive offers can also boost retention.

Promote these offers through your website, social media, and email newsletters to reach a wider audience.

9. Invest in Continuing Education

The esthetician industry is constantly evolving, with new treatments and technologies emerging regularly. Stay ahead of the curve by investing in continuing education. Attend workshops, webinars, and advanced training courses to enhance your skills and expand your service offerings.

Florida Skincare Academy not only offers comprehensive courses in business, marketing, and administration but also provides a unique “spa incubator” program. This innovative concept allows students to rent space hourly from our co-working facility, helping them build their business immediately following licensing.

10. Create High-Quality Content

Content marketing is an effective way to engage potential clients and showcase your expertise. Create high-quality content, such as blog posts, videos, and social media updates, that provides value to your audience. Share skincare tips, explain different treatments, and address common skincare concerns.

Consistent, informative content can help establish you as an authority in the industry and attract a loyal following.

11. Leverage Email Marketing

Email marketing is a cost-effective way to stay connected with your clients and promote your services. Build an email list by offering incentives such as free skincare tips or exclusive discounts for subscribers. Send regular newsletters with updates on your services, promotions, and skincare advice.

Personalized emails can make clients feel valued and encourage them to return for more treatments.

12. Focus on Personal Branding

Your personal brand is a reflection of your values, expertise, and personality. Develop a strong personal brand that resonates with your target audience. Consistency is key—ensure your branding elements, such as your logo, color scheme, and tone of voice, are uniform across all platforms.

Share your journey, values, and behind-the-scenes glimpses into your practice to create a personal connection with your audience. A strong personal brand can help you stand out in a crowded market and build trust with your clients.


Building a successful esthetician business requires a combination of exceptional skills, strategic marketing, and a dedication to customer service. By implementing these top 10 tips, you can attract new clients, retain loyal customers, and grow your business. Remember, continuous learning and adaptation are crucial in this ever-evolving industry.

At Florida Skincare Academy, we are committed to providing our students with the knowledge and tools they need to succeed. Our business, marketing, and administration courses, along with our unique spa incubator program, offer unparalleled support for aspiring estheticians. Embrace these strategies, stay passionate, and watch your esthetician business thrive.

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