Finally! You’re a licensed esthetician and ready to start your first job, whether as a solo business owner or as part of a salon or spa team. Let’s assume you have the administrative details, like your business license or a job lined up. In order to truly kick-start a successful career, you need to make these 8 things a priority.
1. Spend time building a website. You need a well-crafted website. Website design can vary in pricing, but there are some affordable options out there that market the image you are putting out to the consumer about your skincare clinic. Find websites that appeal to you and scroll to the bottom of the site to find out who the web designer is. Contact them. Offer to do a trade for services in exchange for your website design. Please note: this is only necessary if you operate as a solo esthetician. If you work at a spa, it's likely they already have a great website.
2. Become a social media master. Everyone knows you need a business Facebook page. And an Instagram. And you have to post often. Find groups on social media who have potential to be your clients. Request to join the local mom’s Facebook group, the running club, the cooking club, etc. Cultivate your clients and market to them. If you decide you want to invest some advertising dollars into social media, Facebook ads can target your ideal client demographic with an affordable budget and are super easy to set up.
3. Join esthetician support groups on Facebook. There are some incredible groups that will help build your business, offer tips and tricks on marketing, equipment, treatment protocols, skin care and more. Esthetician Connection is one of the largest, but there are many support options out there. Some groups can be harder to fit in than other groups, so find the one that works for you.
4. Schedule time to handle your finances. Block out at least 4 hours a week that is dedicated time to do administrative tasks like ordering supplies or organizing client information. Do not think you can do a little bit at the end of each day or that you’ll get caught up on the weekend. By making definite time for it in your work week, you’ll make it a priority. Use your downtime to do additional marketing, like scheduling a year’s worth of promotions in advance. Get your creative juices flowing and make it fun.
5. Make building your book a priority. Think outside the box for ways to connect with your potential clients. There are low-cost or no-cost marketing options there. Contact the High School health class instructor and offer to teach a class on skin care and acne. Bring business cards and a skin care product for a drawing (SPF is a good one). I tried this and was asked to come annually. I also gained some mothers as clients when the students brought the business cards home. Contact businesses where women work. Banks, credit unions, dental offices, for example. Ask the office manager if you can have the last 15 minutes of a lunch hour or fifteen minutes at the end of the day. A quick presentation about your services, with a discount coupon for the first visit, can give you some face time with possible clients and build the trust your clients need to begin regular skin care treatments. Building a steady client base in your first year is crucial to succeding long-term.
6. Re-book your clients when they leave. It’s a MUST. If your revenue from one client visit is $100, and you want to see the client once a month, you can count on $1,200 in revenue from that client annually. Book them before they leave. If you wait for them to call you, it's easy for time to slip by and suddenly, instead of every 4 weeks, they are coming in every 5 or 6 weeks. Your annual revenue from that client slips when they don’t reschedule as they leave from their appointment.
7. Make learning a priority. On MiladyPro alone you can take dozens of online classes, watch video tutorials, or download business tools (like client intake forms) right now. There are also hundreds of free or nearly free webinars and education on treatments and products from vendors online. You will only grow if you take the time to learn new things.
8. Celebrate the successes! Recognize the highlights and give yourself a pat on the back when you’ve reached a milestone. Set your goal and then cartwheel when you reach it! A fully booked day, three fully booked days, your first $500 day in revenue, a five-star review. It doesn’t have to be a $100 dinner out at your favorite restaurant, but be mindful of your success. A nice glass of wine and a toast with your bestie, a good cup of your favorite coffee or tea, a bubble bath in some candlelight while you bask in your accomplishments; anything that will keep you motivated.
Photo: Shutterstock: photographee.eu
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Mary Nielsen grew up in Minnesota but calls Portland, Oregon home for the past 30 years. She is the Executive Director of Spectrum Advanced Aesthetics Institute and serves on the board of Certified Advanced Estheticians for the state of Oregon. She is a happily married grandmother who has been thrilled to be working in the never dull field of advanced esthetics for over 17 years. She spends her free time outdoors or at her sewing machine.
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