If you've ever asked yourself, how can I get
clients to find me online? You're not alone.
Getting discovered is all about getting smarter.
Today, we're talking about the latest trends
to creating content that gets you noticed. Hello.
If you're new here or you're back for more, welcome
to Beauty Babble, where we talk shop about the
real stuff behind running a beauty business.
I'm Doreen, a brand and content strategist and
former esthetician. And I'm Suzanne, SEDESCO
certified esthetician with over 30 years, former
spa owner and now an educator mentor to beauty
pros. So today we are talking about the latest
trends when it comes to getting yourself noticed
online. And this is a common concern or issue
that a lot of estheticians have because you know,
you're an esthetician, you're not a content creator,
you're not a marketing strategist, but sometimes
you do have to do it all. So hopefully we can
help you with some tips today. Yeah, this topic
I think is constantly on everybody's minds or
have mentioned it so often that I feel like we've
talked about this in different ways, but hopefully
we can bring you some new ideas that have popped
up, which I find really interesting. So I'm glad
you're here to help us with some of this content
building. Absolutely. So I think this is especially
challenging for estheticians because there's
such a broad scope of the services that an esthetician
provides because the first point is to get really
hyper targeted, to get really specific on what
you do and who you do it for. And saying esthetician
is not being very specific. So We all have our
favorite services. So maybe picking one or two
and highlighting that as your specialty just
to get you going is like the first recommendation
I would make. So for example, you can be like,
waxing and nails or something versus the whole
scope of esthetician because when a client goes
to search for a service they are looking for
the service they're not searching for an esthetician
and so it's always putting yourself in that client's
shoes and what are they looking for yeah that's
a good point yeah because i think we forget that
we some of us can do a multiple levels of different
services and different types of treatments. So
how do you hone in and start thinking of that?
So if you were doing, like you said, waxing or
nails or lash tech, that type of thing, but what
if you're a skincare specialist, right? A facial
technician and you offer abundance of skin treatments,
how do you even start? So I think, like you said,
by start with, you know, top few or three, and
if you... offer different, if I'm understanding,
if you're offering different services you can
highlight those two different types of service
or you highlight the topic of the service. Is
that kind of what you're saying? Yeah, so I think
there's a couple of ways that you can bring attention
to this hyper targeted content Whether it's on
your website or on social media. So if we talk
about Instagram, for example Instagram as of
July 10th, we are recording August right now
But as of July 10th Instagram content is being
indexed by Google So prior to that only the title
in your bio was searchable in Google, but now
your captions and your on -screen text are also
searchable in Google. So if somebody is looking
for, I don't know, an acne treatment, your content
could potentially, from Instagram, could potentially
pop up in that Google search. So I think now
more than ever, it's very important to get really
specific and to use those specific words. If
you have a website, yeah, you would do that on
your website. But if you don't have a website,
you still have that control and you have that
increased capacity to be findable. If that if
that makes sense. So I think the first part is
just picking pick one or two, but pick something.
And then it doesn't have to be a service. It
could be an experience to like maybe you're more
like into holistic treatments or something like
that. Yeah, like I know one that kind of comes
up sometimes is like hydrofacials. And unless
you're trying to promote that about yourself,
you purchase the equipment, you've spent this
money in it, and how do you market it? Instead
of just saying you do hydrofacials, you have
to have fun with that title, right? Saying hydrofacial
for women with sensitive skin in Edmonton area
or, you know, waxing, you know, clear, whatever
that may be. or brow shaping or anything like
that in the area or an actual location even within
like really diving into where you live in that
city could even help because a lot of people
want to stay close to their community now. They're
not wanting to go far away for treatment if they
can get it close to home. So sometimes there's
that as well, right? Absolutely. Yeah, because
usually when you're searching for something,
you're either like if I'm searching, I search
like, you know, West Edmonton or near me or something
like that. So again, like what is your client
going to be searching for and try to put yourself
in their shoes and have those locations? So how
do you? do that in your, if you're doing website,
like on your service page, you can include your
location, put it in like the header, the headline
or something. For example, so they know what
part of the city you live in, right? Yeah. Yeah.
So you have to have it in there somewhere, like
in the heading and on your page somehow. And
then in your on your social media part, like
on your Instagram bio, you can have your, you
know, instead of your name. So you have your,
your handle. So mine is at quick creative, but
then my name isn't, I'm not repeating that I'm
putting Brandon content strategist or whatever.
Right. Or you can put facial treatments Edmonton.
So it doesn't have to be like a repeat of your
business name Put make it something that somebody
would search for and then you can again do that
in your captions. It seems repetitive but It
increases the chances of people finding you the
worry that this could be redundant for your followers
is Just think about it that they're probably
they're probably not gonna see all your content.
So You have to keep repeating yourself Well,
and just to put that in perspective, because
I know we love searching the data or the details
behind it, or the proof, if you wish. But in
the past five years, this has increased by over
500 % when people are Googling near me. That's
huge numbers that have really increased. So these
little tips could set you apart. If you're out
there listening to this, that could be your first
thing. How do you show how close you are? Like
for me, I remember with having my spa on the
north side of Edmonton, that there was times
I sent out things, did you know it's only 20
minutes from South Edmonton? So I used to try
to target people to come because depending which
way that the routes they took, it was actually
not far at all for them. And in some, some was
like 15 minutes because I knew the roads, right?
So I found it interesting because I did get people
that way as well. So it does work if you're putting
it out there, you'd be surprised. Did I do it
all the time? No, but every once in a while something
new about it, right? And I think that leads nicely
into the second point, which is to create content
that answers real client questions. So if you
already have clients, write down every time they
ask you a question. And I honestly write it down
because you'll forget when you sit down to think
about what did my client ask me? I know for me,
I dry a blank. I'm like, I've never had a conversation
with another human being. I don't know because
you just get there's nothing. So write it down
every time somebody asks you a question, like
maybe it's in your treatment notes or whatever.
And then you or you have a place on your phone
where you put it. I don't know. But it really
does go a long way because that can be post on
Instagram. It could be a a blog. If you write
blogs on your website, they're really great way
to increase your visibility. Yes, it's one more
thing. But having a blog page and having an FAQ
page, those are just more pages that Google can
index and people can find you through. Yeah,
I don't think people realize that the more, I
don't want to say you have to have lots of pages
on your website, but the content that you put
in there, the words that you're using, if you're
really targeting, let's say, being the best facial
technician, then in their best facial for or
best facial treatment, like you're repeating
certain keywords throughout your blog, throughout
your service menu, things like that, right, is
kind of what you're saying. Or the best facial
treatment is lymphatic drainage. Here's why.
And that could be in your blog, right? So there's
different ways you can play with words to catch.
And then you put that in your Instagram now.
There's another way that people can find is it
just sort of the internet's out there and it's
sourcing in the most Keywords I guess is an easy
way to say it isn't it kind of yeah, it's the
way that searches those keywords and if you like
if blog or FAQ is too overwhelming then this
could be just how you create your content and
actually I think when we talk about keywords,
it's really important to Maybe unpack that term
a little bit because not everybody is, you know,
I'm sure you all heard keywords keywords, but
it's like, what the heck? How do I find these
keywords or what are keywords? So keywords just
basically what they equal is the search words
that clients would use when they're looking for
a service that you might offer. And sometimes.
You can just like play around and just go on
Google and put in these searches and see what
comes up YouTube was a good one too because it's
a lot of those are actual questions being answered
kind of thing in their titles, right? Yeah, so
you could be another way of doing where you just
searching I think we I think we do it really
well with the best takeout pizza in West Edmonton
right like it'll narrow that down for example,
but how can we bring that into the service and
you can get it down to the specifics of the treatment
itself. Like, is it brow waxing? Is it, I don't
know, what's another one? Acne treatments? Or,
you know, if you're doing holistic, like the
calming treatments, that type of thing, or lymphatic
for the acne treatments, like trying to find
the key words and breaking it down might help
a little bit more. Yeah, and I think A lot of
times, like, your clients are probably not going
to look for lymphatic treatment, right? What
is their problem? What's the underlying concern?
And really kind of going under that. Some ways
that you can discover the right keywords is to,
if you have a new client and they found you on
Google, you can ask them. That would be the easiest
way. You can also check out what other people,
your competitors, other estheticians are doing.
And it's not to... like this is not about copying
but it's about like seeing where they're going
like you can find somebody who's like a specialist
in waxing and see how they're using their terms
and adapt it to your specialty be that lashes
or facial or whatever there's also tools that
you can use online there's one that's called
answer the public and you can you put in like
one term let's say like facials or acne treatment
and then it would give you different ways that
people search for it. So it's like what is or
who it's a really cool tool and it's free. So
you can find out the description will add that
to the description. So yeah, yeah, it's a great.
Yeah. I mean, there's tons of tutorials on YouTube
for people who show you how to use answer the
public. How do you use that? How do I use answer
the public? Go on YouTube and then you will find
lots of videos on that. I think investing a little
bit of time in doing that is going to help you
tremendously because you just need to write down
like a set of keywords and then you can use that
repeatedly in your content. Unless, I mean, if
you're in a position to hire somebody to do that
for you, great, do that. But a lot of us aren't
right. So we do have to take these steps. And
I always find that these tutorial videos on YouTube
are super helpful. So I would just recommend
doing that. And then you also touched on searching
Google, but you can also search in Instagram
as well. So what am I going to look up if I want
a facial or something? Type that in and see what
comes up on Instagram to see what kind of content
you're coming up against and how to use that
to inspire your creation of content. Yeah, and
I think the more you see people's content, then
it can be more... authentic to what you like
and you think how oh I really like how they lay
this out and they say it or do it and again you're
not copying them but you can get a take on it
how to make it about yourself because that's
the thing is you have to be authentic to you
the person behind the scene as you said you are
the brand if you're still an entrepreneur you
are the brand so you have to keep looking at
it that way absolutely okay and then the next
the Third thing is to go visual and mobile first.
The mobile first is really important for like
web. If you have a website, just make sure that
it's built for mobile devices versus like desktop
because most people consume content on their
phones. And then for your visuals, for Instagram,
I know reels are huge, but you can also do carousels.
Carousels have the highest engagement of all
content on Instagram. It does take a little bit
of time, so just be really consistent. It could
be as simple as like before and after pictures.
You can have the first image in that carousel
be the side by side, then the next image be the
before, the next image after that be the after.
It doesn't have to be complicated, but I would
just make sure that I don't post just one single.
image is try to do a carousel because they do
have higher engagement. I think too people have
to trust the fact that you just need to try it
and do it and you're going to learn from it and
be patient with yourself if this is if you're
on your own and doing this stuff yourself you
know it's going to take some time and just devote
that time every week a little short time if you
can increase it week by week so you have more
time to do it. It will get easier to do it. So
think about like what I always tell professionals
out there is that because I just I'm not good
at this. You haven't tried. It's like saying
I'm not good at waxing and you're not willing
to try to do it and learn. Why do you think you
have to do so many quotas? Why do you think you
have to do so many things? It's practice and
there's no different with this as well. And some
are going to be hit miss. Of course, you didn't
get a lot. I think people also go by why I didn't
get any likes. or comment. And I think that's
frustrating for a lot of people, too, because
they're relying on that to see if it works or
not. But you really don't know how it worked.
It could lead up to 10 of your different posts
before someone decides to call or to book with
you or to follow you. It takes time. And you
just like you always say it, consistency. You
have to be consistent. Don't give up. It will
increase. I'm following a new graduate of ours.
And we had a brief chat about the whole, you
know, online world, we'll call it. And, you know,
I said to her, I said, just film your whole treatments.
And then you can pick a part, do a few different
people if they allow you. And like you said,
a carousel, a reel, you could have a reel of
different people at different points, the cleansing
and a different mask and a different removal
amount of on a different person. And all of a
sudden you get chopping up and doing things.
And I said to her, If you could commit to this
say for three months straight where you're gonna
allow the time Now she's now I asked her. So
how are you doing? Your content looks great.
She's doing really well I can see it and she's
getting more people commenting now But she's
consistent. She does not not do it, which is
I mean I give her a lot of kudos for that, but
she's starting out It's hard to get out there
You're not fully busy. So you do have the time
and I said so take advantage of this now because
you can reuse content later when you are busy
won't have to be fumbling around trying to oh
my god i need to film again and i have no time
you have time now take advantage of setting up
your business right so yeah she's been fun to
watch she's been doing really good a private
message her and say that i love that video that
was fantastic you know trying that's awesome
but yeah no it works it takes time like i said
and it's only been three months i think it's
been about three months since she finished Yeah,
and I think that I've heard this a lot and I've
seen it like on a lot of reddit threads where
it's like But I'm not a content creator. I don't
I'm not a marketer if you want to Succeed and
if you like you have to do something it you can't
hide behind that I'm not a content creator Great,
you don't have to be a content creator. You have
to do something I mean showing up online in some
capacity whether it's your website or your social
media is important But then you also can go out
and network and talk about your services and
tell everybody what you do But you do have to
you do have to step it up You're not unless you're
working for somebody who owns the business and
they pay for the advertising, I think you just
have to put your big girl or boy pants on and
just go do it. It's not going to be, it might
not be your favorite thing, but just always think
about the payoff and hopefully you can get busy
enough and successful enough that you can hire
somebody to do it for you down the road. You
don't always have to be the content creator.
You don't always have to be doing this, but you
have to start. Yeah, somewhere you have to start
or that is the investment to your start. you
know like you can if you have a spreadsheet with
all of everything that you bring in from treatments
to selling product and maybe you're going to
commit to 10 % of that to put away so eventually
you have a little extra and then you could just
go out and hire if you really don't like it you
know there's ways to do it we have to be committed
to taking part because i mean What is that quote
that we saw that over 70 % of Gen X and Millennials
are relying on videos and visuals before they
choose their treatment? That's 70%. Right? That's
a huge amount of people that are looking at your
content. And before they decide to come see you,
they're like, yeah, you know, she's amazing.
And they can watch it. How many times have we
done that? Not just in our treatments, in anything
we decide. It could be a hairstyle. It could
be... a new restaurant, it could be anything.
And you're like, I really, oh, that's so looks
amazing. I want to go, I want to try it. And
you don't do it. And all of a sudden, the one
day you do it. That's the step. There's contemplation
first, right? They start thinking about it. You
got to get that in their head first. And maybe
they're the maybe you're the one that pops up
all the time now that they see it. And maybe
then eventually they're following you. So you're
there all the time. Or often enough, I should
say. But yeah, you have to keep the visual content
going for sure. Yeah. And I think that there's
some, I can't remember the number, but I think
before people purchase, they need to be exposed
to the same thing, like at least 33 times or
something like that before you make a purchase.
So repeat, you don't have to reinvent the wheel
every single time. You can be repetitive in how
you say what you say. pick different video and
then say the same thing. It doesn't, you don't
have to be coming up with it. Unique idea every
single time just find different ways to say the
same thing and reinforcing the message that you're
trying to send But I think we'll maybe we'll
wrap up today with just a few additional tips
the first one being Refreshing service and location
pages and treatment details quarterly This is
more like geared towards web, but you can refresh
your Instagram bio. Maybe revisit your keywords
quarterly like coming up with thinking seasonally
and what are people going to be searching in?
How would their search change seasonally? Or
they can look at their content videos of the
last three months, right? Go through it and see
what you see. Oh, it's like, oh, my God, I've
done that same cleanse and brushes like eight
times. I need to change that like that. It could
just be as simple as that. Right. Yeah. Yeah.
And then you can update. that that leads into
the update seasonal offers image or visual content.
So changing it up a little bit. And then the
last one is monitoring your performance. So this
again goes side by side with like, you just have
to do it. If you're on Instagram, you get access
to the insights. They inform you like what's
working and what's not. If you keep doing something
and it's not working, stop doing it. try something
else. And it is a lot of trial and error. And
people who do this professionally, myself included,
it's still trial and error. You still have to
try it and you got to pivot and see what worked
and what didn't. And it really helps to inform
and make your life easier if you look at your
analytics. If you do have a website, then you
can look at your analytics through your website
as well and see what pages are doing well and
what aren't. Perfect. Awesome. That's I think
that that is it for today's. I think I'll just
recap a little bit. Just get really hyper specific
with your content and what you do and who you
do it for and just use those keywords throughout
your website and throughout your content, whether
it's captions on screen text and your bio. And
if you have any questions, you can drop them
in the comments below or reach out to us. Thanks
for listening to Beauty Babble.