5. Precision Targeting
Equivalent Reach via Non-Organic Means: Precision Targeting
Now envisages a novice artist stepping into the beauty and, specifically, brow industry from an unrelated field, devoid of social media assets that align with the desired target audience. What implications does this hold? In scenarios where posts receive a paid boost, the opportunity for precision targeting substantially improves. Compared to the organic following, this kind of reach exhibits a somewhat "enhanced quality." This is because targeting can be honed with precision, allowing the exclusion of specific geographic regions (foreign locations) and demographics (age groups such as those under 18 or over 70 years old).
Crafting Compelling Content and Managing Costs
However, there are two essential considerations to bear in mind. First, having a substantial reach necessitates possessing engaging content to share. Second, there's the cost entailed in maintaining such a reach. Speaking of costs, they vary based on numerous variables, including the artist's location—some locales incur higher target audience costs while others come with a lower price tag. Furthermore, the activities of competitors play a role. If competitors are actively vying for attention, it escalates the cost of achieving the same reach due to an auction-like pricing dynamic.
On average, though, in many US states and European countries, attaining a potential audience of 50k individuals interested in Powder Brows, Hairstrokes, and Microblading typically incurs expenses ranging from USD 500 to USD 1000. However, as previously noted, this figure is considerably influenced by the level of competition. Notably, in larger cities with denser populations, you might need a reach of at least 100k or even 250k to effectively position yourself as a viable choice.
Regarding the fixed costs associated with operating as an artist in this field, it might translate into a recurring investment ranging from USD 1000 to 5000 per month.
Reach ≠ Conversion: A Crucial Distinction
Yet, it's imperative to emphasize that attaining reach is merely one aspect of the equation—it doesn't automatically translate to converting leads into paying clients. Achieving reach means that your brand and account come to the attention of potential clients. This feat can be accomplished through paid advertisements, a strategy that's prevalent in the beauty and brow industry.
In the context of conversion, your brand must stand on equal footing with competitors. Failing to measure up could render you "non-comparable" alongside alternatives. This insight stems from research encompassing over 12,400 customers conducted over the years. Thus, investing in high reach might not yield optimal returns if your brand lacks a robust portfolio and other foundational elements like experience and expertise—critical pillars in establishing yourself as a reputable brow artist.
Additional Observation
Seasoned artists with over a decade in the field have highlighted the importance of factoring current trends into decision-making about service selection. They've observed that most experienced pigmentation artists, with at least five years in the industry, can proficiently offer a wide range of services. This suggests that the issue isn't necessarily about "expanding" service offerings but somewhat about strategically "emphasizing" certain services to showcase the artist's considerable expertise.
Artists reach a point where they must decide which service to highlight as their specialty. This decision should be informed by continuously monitoring and anticipating industry trends. By doing so, artists don't necessarily need to change their range of services but can instead position themselves as experts in the next big trend. For instance, in 2023 and 2024, many artists are (re)branding themselves as masters of hairstrokes. This strategic emphasis allows them to stay relevant and sought-after without overhauling their service portfolio.
