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How To Create Your Marketing Strategy

Being self employed is scary at any point in time but in 2020 the game changed. Am I right? 

Now more than ever businesses are starting to see where they are weak and what they need to change to ensure their business stays relevant and profitable (although no one EVER saw a global shut down on the cards 🤦🏻‍♀️) 

If you are in the beauty industry you may be feeling this really hard and wondering where to go from here. 

I  understand that you may be in a panic mode and not really knowing where you should start when you reopen or if you should reopen at all. 

Only you can make that decision but my advice is.. Take a deep breath, take a moment to look at the big picture. Everyone is in the same position as yourself. 

Which means this is the best time to be going all in on your business and really making a go at building your business for success. 

From my own experience and talking to many salon owners through my coaching, most salons / businesses don’t have a plan to promote and market their business on a daily basis. 

I know I sure didn’t when I was in the thick of trying to be all the things inside my business. When you’re so close to the business you find yourself being overwhelmed with all the jobs that lay on your shoulders.

Let’s be honest most of the time we are so busy trying to serve the clients, keep up our skill level, deal with families and keep our head above water we push things that may be too hard to the side. But these may be the very things that actually moves the business forward. 

That big scary word that most people are afraid of. 

Marketing, yep I said it.

The Marketing side of our business is mostly pushed to the side or way down the list because you don’t believe it’s your job or you’re not an expert in marketing. You don’t know where to start.

 Even the idea of taking on that role brings on the sweats. 

 How do I  know you’re sitting there thinking “ oh,hell no Jess, i’m not taking on that job as well.” 

 Because I felt the exact same way. Marketing my business was a huge block for me in the early years. I felt so scared that I froze at times when I knew I needed to promote my business. 

I’ve even seen women on facebook post that it’s not their job to chase clients, if they want their service the clients will find them, and it’s just not true! 

How are they going to find them if they don’t market their services. 

Marketing my business was a huge learning curve and once I got my head around the fact it was in fact my job to bring in the clients, and ensure I had a flow of new and existing clients into the business the task got easier.

 I even enjoyed learning different aspects of marketing to help grow my business and I believe it is what made it possible for me to sell my business for well into the 6 figure mark. 

What was my favourite media to focus on Email marketing, It is such an under used resource in our industry and I only scratched the surface with it in my own business and was able to create great results. So here I am now, telling you how to do the same and encouraging you to use it in your business, and I don’t mean sending an email once every few months. 

I mean bringing in real strategy to your email game to be able to build a value asset, build a meaningful relationship with your clients, ensure you have a consistent flow of new clients to your business and make sales through email. 

Chang ching!

 Isn’t that what you really want and need everyday in business.

Sending an email is only one part of my “Salon Marketing Ecosystem” strategy but it is the most important one of them all.

 Having a strategy on how you market your business is the key to being able to grow and reduce your stress. 

Because at the end of the day it IS your job to tell the world about how wonderful you are and how you help your ideal client. 

My own business grew very quickly, and with no formal education on how to run a business or marketing a business I had to figure it all out on my own way before Instagram or blogs on how to build this dream I had. 

My husband kept telling me I needed to streamline my efforts because I found myself rounding around in circles trying to do all things. #creativeminds

After many trials and errors, a few tears and tantrums. I found having a set plan and a monthly system to promote my business helped to grow the business but also kept my headspace focused on marketing only my key areas, reducing the shiny object syndrome. 

I also realised that talking to my customers I already had was the key to growing my business and creating income without having to invest big dollars in advertising.

Here are the steps I took to start a workflow for marketing my business.

  1. I made the decision to not be afraid of promoting my business. Mindset is THE biggest dream killer, without having a clear intention of where you want your business to go and understand that it’s up to you to promote your business. Noone will know about you, noone will know about your service , noone will know how you can help or become raving fans if you don’t tell them about yourself! 
  2. I started to think about where my clients were hanging out and what they really needed to make their life easier,  be able to trust my brand and want to spend money with my business.
  3. I only focused on my chosen platforms, 1 Social media, my website and my email list. connecting with my customers I already had. These people have already tried the services I offered and were fans already 
  4. I used all the platforms together so my content creation was easier and would cover multiple platforms. 

If I have inspired something in you and you want more of this goodness grab my FREE ebook on email marketing and become a member of my beauty CEO community.If I have inspired something in you and you want more of this goodness grab my FREE ebook on email marketing and become a member of my beauty CEO community.
 I would love to have you.

Beauty CEO HQ | How to create your marketing strategy


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Beauty CEO HQ | How to create your marketing strategy

Jessica Kidner

The soul behind Beauty CEO I too started off my career with big goals and dreams to build a business that was in the beauty industry, which  could support my life goals and not have me working 9 to 5, 6 days a week. 

It took a few years but I finally figured out the formula of building a business without a business or marketing degree that supported my goals in business/life.