You should be thinking carefully about every word, picture, video and emoji you post to your social media accounts. After all, your followers are watching closely. While you may want to show off your skills by impressing your fellow lash artists, when it comes to your social posts, it’s important to remember your bread and butter. “If you’re hurting for clients, use your social media marketing to target local potential clients, not lash artists,” advises Tara Walsh, lash coach and founder of The Lashpreneur. Why? Your marketing should be about profitability, not popularity. “I would rather a lash artist have 100 targeted followers than 1,000 worldwide followers who never become clients,” she says. Not to mention, with posts only showing up in a mere 3 to 6 percent of your follower’s feeds, engagement is key. “If nobody engages with your posts ... then you’ve handicapped your ability to be seen in other feeds,” warns Walsh.
The first order of business: Nix “ego-centric” posts that only attract your peers, says Walsh. Think: rants about bad client behaviors, bragging about being the “boss” and tearing down reviewers publicly who left negative reviews. “These are all unprofessional posts and red flags to prospective clients,” warns Walsh. Clients also don’t understand or, frankly, care about diameter and curl lash jargon or super close-up lash photos. “Lash artists are trying to show off [to other lash artists] how dense they can make a volume set, how perfect their isolation is or how many symmetrical 8D mega volume fans they can create,” says Walsh. The value these posts have to your clients? Zero.
What you should be filling your feed with is “client-centric” posts geared toward their interests. “Clients care about themselves, their results, their lifestyle and their everyday life with lashes,” explains Walsh. Whether you post about extensions, behind-the-scenes or lifestyle interests, with each post your goal should be to educate, inspire, inform and connect with your followers. “When your posts provide value and variety and are relevant to your target audience, it keeps them hungry for more,” says Walsh. For example: If your target clients are moms with toddlers, then consider creating witty posts that talk about how you offer lash naps with your services, how extensions can give them five more minutes of morning “me” time, the woes of chauffeuring kids around town or how your business doubles as a mommy daycare. These posts will no doubt connect more with moms wanting lashes than those featuring close-up lash shots of 20-somethings, explains Walsh.
At the end of the day, there’s nothing wrong with trying to reach your comrades, especially if you’re on the path to becoming an educator, influencer or lash brand. But consider creating separate social media accounts so you don’t mix messages and confuse followers. “If your audiences are unrelated, you’ll kill your marketing by trying to [cater] to both on one platform,” explains Walsh. People follow you for one reason: the value you provide to them, she says. “If you stop providing value, you impact your ability to reach them.”
[Image: Getty Images]