While social media can be a powerful tool for marketing and engagement, permanent makeup artists should consider diversifying their strategies to avoid over-reliance on these platforms.
Here are five compelling reasons why:
- Algorithm Changes: Social media platforms frequently update their algorithms, which can drastically affect the visibility of posts and engagement rates. A permanent makeup artist might invest significant time and resources in building a following, only to see their reach plummet due to an unforeseen algorithm change. This unpredictability can make it challenging to maintain a steady stream of clients solely through social media.
- Limited Control Over Content: Social media platforms have strict guidelines and policies that can sometimes limit what content can be posted. For instance, images of certain procedures may be flagged or removed for violating community standards, even if they are educational or professional. This lack of control over content can hinder a permanent makeup artist's ability to showcase their full range of services and expertise.
- Platform Saturation: The beauty industry is highly competitive, and social media is saturated with countless artists and influencers vying for attention. Standing out in such a crowded space can be difficult, and potential clients may be overwhelmed by the sheer volume of options. Diversifying marketing efforts can help reach a broader audience and create more meaningful connections.
- Dependency Risks: Relying heavily on social media platforms means putting a significant portion of your business in the hands of a third party. If a platform experiences technical issues, outages, or even decides to shut down, it could severely impact the flow of clients and revenue. Building a robust marketing strategy that includes a strong website, email marketing, and local advertising can provide a more stable foundation.
- Trust and Credibility: While social media can help build a brand, it often lacks the depth needed to establish strong trust and credibility. Potential clients may value personal recommendations, professional certifications, and detailed reviews more highly than a polished Instagram profile. Developing relationships with local businesses, attending industry events, and encouraging satisfied clients to leave reviews on multiple platforms can enhance credibility and trustworthiness in ways that social media alone cannot.
By incorporating a diverse marketing approach that includes but is not limited to social media, permanent makeup artists can create a more resilient and successful business.
*If you're a permanent makeup artist looking for more ways to grow your business check out the options I have under the "Continued Education" tab at shopevolvepmu.com so you can take your growth into your own hands and not have to solely rely on social media to grow your business.