Offline and online marketing in brow business

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1. Background

We've analyzed data from 82 artists specializing in Powder Brows, Hairstrokes, and microblading across various U.S. and European regions. Our goal was to determine the role of offline marketing and "word of mouth" in acquiring and converting customers. The results showed significant variation. In some areas, the impact of "word of mouth" was as low as 9%, while in others, it reached over 72%.

Avoiding the Phrase "It Depends”

You might be tempted to conclude that the importance of offline marketing and "word of mouth" "depends" on various factors, making it challenging to draw definitive conclusions. However, this perspective overlooks the actionable insights derived from our data. We will explore the conditions under which "word of mouth" has a stronger or weaker influence.

2. Word of Mouth and Population

Importance in Less-Populated Regions

Surprisingly, "word of mouth" plays a more significant role in regions with lower population density. In less populated areas, like rural locations, the impact of "word of mouth" is amplified. This isn't solely due to the target audience's mindset; it's also because artists specializing in Powder Brows, Hairstrokes, or microblading are more recognizable locally.

This phenomenon isn't exclusive to the beauty industry but reflects a broader trend. Despite a consistent ratio of artists to potential customers, service providers gain more recognition in smaller communities. Additionally, in these areas, personal recommendations carry more weight. Potential customers, often feeling less informed about specialized services like Powder Brows, Hairstrokes, and microblading, place high value on advice from friends, considering it both competent and trustworthy.

Lower Importance in More Populated Regions

Contrary to expectations, "word of mouth" has less influence in densely populated areas such as big cities. It might seem that a higher rate of social interactions would increase the impact of "word of mouth." However, the reality is different due to three main reasons. Firstly, the abundance of artists in these areas means that fewer are known to potential customers without them conducting additional research. Secondly, residents often perceive themselves as well-informed and believe they do not require recommendations from others. Lastly, there is a stronger inclination towards online searches over personal recommendations, with people preferring to look for the "best artists" online instead of relying on friends or family's suggestions.

3. Practical Approach

Cultural factors play a significant role in the effectiveness of "word of mouth." This influence exists on a continuum, without a sharp divide where its impact suddenly changes. For artists specializing in Powder Brows, Hairstrokes, or microblading, it's essential to ask each new customer three critical questions consistently.

"Why are you here?" This inquiry seeks to understand the general interest in semi-permanent makeup, probing the reasons behind choosing specific services like Powder Brows, Hairstrokes, or microblading.
"How did you find me?" This question clarifies the methods people used to discover the artist, revealing if the discovery was through an online search with the intent to purchase or via a friend's recommendation followed by an Instagram review.
"Why did you choose to come to me?" Understanding what distinguishes you as an artist is crucial. This question helps identify unique factors that attract the customer to your services.

Experienced artists often dedicate an additional five minutes per procedure to explore these questions, recognizing the importance of collecting, documenting, and analyzing the responses.

Being Specific is Crucial

Digging deeper into initial responses is vital. For instance, if a client mentions learning about you through a friend, further questions are necessary to uncover details like the friend's identity, the timing, the context of the conversation, and what specifically piqued their interest in your services. Such insights are invaluable for understanding how and when buying intent is formed.

Some Data Analysis is Always Beneficial

Recording responses from these post-procedure "interviews" is essential. Even simple note-taking in a Google Docs file or on a phone can be effective. Centralizing this data allows for easier later analysis without the need to search through disparate sources.

Strategies Adjusted to Customer Feedback

Customer feedback varies significantly by location. Focusing on digital marketing becomes imperative if a trend emerges, such as discovery mainly through social media or Google searches in urban areas. Conversely, if many customers cite "friends and family" in less populated regions, this underscores the value of offline marketing in those areas. Despite technological advancements, the significance of offline marketing cannot be overlooked, mainly when geographic location rather than customer demographic age plays a pivotal role in marketing effectiveness.

Creating an Effective Offline Strategy

Developing a robust offline strategy is crucial for artists. Implementing a straightforward referral program can be a practical component of this strategy. Setting up a system that rewards individuals for referring new clients to your services can significantly enhance your marketing efforts, particularly where "word of mouth" is highly influential.

4. The "2 + 1" System

This system rewards anyone who refers two new clients with a free procedure. It might initially seem counterintuitive, as if you're offering your services for free, but many experienced artists specializing in Powder Brows, Hairstrokes, and microblading swear by its long-term benefits. The direct cost of the procedure to you is relatively minimal, and this strategy often yields substantial returns over time. Some artists have kickstarted their careers with an even more generous "1+1" deal without any regrets.

Reward-Based Gift Cards

At the start of their careers, artists might not fully appreciate the potential of encouraging existing customers to refer others. Simple strategies are effective, but adding creativity can enhance their impact. One method is to issue numbered gift cards that provide a 25% discount on future procedures. The recipient of the card can pass it on to someone else. To make it more appealing, if a new client presents this card, the original customer receives a cash reward, approximately 25% of the service cost. Additionally, there's an option for the original cardholder to allow the new client to use both discounts, culminating in a 50% reduction for the newcomer.

The thought of offering services at half price might raise concerns. However, many artists price their services slightly above the market average to accommodate such promotional activities. If demand becomes too high, adjusting the discount rate on the gift cards—ranging from 15% to 20%, or even 10% for those with long waiting lists—can help manage client influx effectively.

5. Targeting Decacorns

Beyond "unicorns," influencers with over 30,000 followers, there are "Decacorns" in the offline marketing realm of the brow business. Decacorns are salon owners and beauty service providers offering complementary services without being direct competitors, such as nail technicians, hairdressers, or eyelash extension artists.

Targeting Decacorns is a strategic move for offline marketing because they interact with potential clients daily, who often inquire about their impeccable eyebrows. For those new to the Powder Brows, Hairstrokes, or microblading industry, looking to penetrate the local market or broaden their client base, engaging with Decacorns by offering them free services and retouches can unlock a wealth of referrals from a trusted source.

Using Your Brow Brand to Make Affiliate Offers More Accessible

For artists, leveraging a dedicated "Brow Brand" can make affiliate offers seem less pushy, particularly when direct promotions might not resonate due to regional, age, or cultural sensitivities. Positioning your offer through an established brand, such as "X Brows," presents it as an exciting campaign rather than a direct solicitation, enhancing receptivity. For guidance on establishing such brands, resources like brandsnap.ai can be invaluable.

Building an Effective Online Strategy

Despite the importance of online searches in client acquisition, many artists miss vital opportunities to enhance their online presence. Understanding that the journey often begins with Google is crucial, but refining your online strategy requires attention to specific details that can increase visibility and attract more clients.

6. Register on Google My Business

Setting up a Google My Business profile is crucial for any brow artist. This simple step significantly increases your visibility in local searches. If you haven't already set up your profile, you're missing out on a straightforward opportunity to attract more clients. Here's how to get started.

Step 1. Log into Google using your Gmail account or create a new one if you don't have one.
Step 2. Navigate to Google My Business at www.google.com/business and click "Manage Now." You'll be prompted to fill in your business details.
Step 3. Enter essential information about your business, such as name, type, address, delivery area (if applicable), contact information, and your website. A website acts as your digital storefront, drawing in more customers.
Step 4. Choose a verification method to confirm you're the rightful business owner. Options include a postcard, phone or text, email, video, live video call, or instant verification.
Step 5. Follow through with the verification process. If you select the postcard option, Google will send a unique code to your business address. Enter this code via the provided link to complete your profile setup.

Investing a few minutes in creating your Google My Business profile can dramatically enhance your online presence, making it easier for potential clients to discover your services. Don't overlook this essential step in building a more substantial online presence.

7. Creating a Website

Creating a website is more straightforward than many artists might think. You likely have a wealth of content ready to go from your social media posts on platforms like Facebook and Instagram. Utilizing website builders like Squarespace, Wix, or WordPress, you can quickly transfer this content to create your site.

It's crucial to understand that platforms like Google and Meta are vested in keeping users engaged within their ecosystems. Relying solely on social media posts for Google search visibility is not the most effective strategy. Instead, repurposing social media content into well-structured articles with subheadings for your website can significantly enhance your online presence.

Most artists don't realize they have already produced the bulk of the content needed for a website; it just needs to be optimized for better online visibility. This strategy can expand your customer reach, making your business more noticeable and appealing.

Target Local Customers: Less is More

For artists with a website, it's imperative to focus on attracting local customers. This means more than just stating your local presence; it involves demonstrating it through transparent displays of your business location, contact information, and an integrated Google map on your site, affirming your status as the preferred local brow business.

Adapting your website's content to match what local people are searching for is also key. While general information on Powder Brows, Hairstrokes, and microblading is valuable, emphasizing local relevance in your content can set you apart. Crafting articles titled "The Best Powder Brows in [Your Location]," "Top Microblading Artists in [Your Location]," or "Cost of Powder Brows in [Your Location]" can bolster your local search visibility.

While this approach isn't a guaranteed ticket to unlimited customers, it's a practical step forward. It shifts the focus from passive waiting or aimless online browsing to proactive action that enhances your online footprint.

8. Conclusions

Offline Marketing's Role varies significantly by location. In less populated areas, where local artists are well-known, personal recommendations play a crucial role, as residents tend to trust advice from their community due to their perceived lower knowledge. Conversely, in more populated areas, the reliance shifts towards online searches, highlighting the need for artists to understand their local market through direct conversations with clients about their discovery and decision processes.

Strategies for Offline Marketing should include unique offers for current clients, such as complimentary additional procedures, to foster loyalty and word-of-mouth promotion. Implementing an "affiliate marketing gift card system" can incentivize repeat visits and new customer referrals. Collaborating with local non-competitive beauty service providers, or "Decacorns," offers mutual benefits by expanding client bases through providing free services to these key influencers.

Online Strategies are essential for capturing customers actively searching on Google. Establishing a Google My Business profile is foundational for improving local search visibility. Transforming social media content into detailed articles on your website, especially targeting local search terms like “The Best Powder Brows in [Your Location],” can significantly boost your online presence. Concentrating content on local interests rather than broad topics will attract the target demographic more effectively.

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