The forgotten opportunities of the offline marketing of PMU and Powder Brows services
Passive approach is a fools errand
The best source of marketing is obviously the existing customers, because of all the possible choices they have chosen to come to you. However, the far majority of PMU artists and Powder Brows artists do not engage their existing customer base in marketing activities, and that is a great opportunity lost. In this post, we shall look into this more specifically.
“Embrace your role as an artist and a cultivator. Just as a tree needs watering to bear fruit, your customers need the motivation to become your advocates. Passive hope won’t yield results; active engagement will. A smart artist turns her (his) clients into your marketers with concrete targeted initiatives.”
Engaging Customers After Procedure: A Missed Opportunity
Many beauty industry professionals, including PMU artists who specialize in Powder Brows, overlook an important aspect of business growth - post-procedure customer engagement. This lack of engagement is often due to a combination of factors, such as the misconception that it's unnecessary, fear of being overly pushy, or a passive hope that clients will independently start promoting their services. This passive approach, however, is tantamount to waiting for the fruits of a tree you've never watered. Although
It's well documented in marketing psychology that the probability of selling to an existing customer is 60-70%, while the likelihood of selling to a new prospect is only 5-20% (Marketing Metrics). By neglecting to engage clients post-procedure, artists are leaving a huge opportunity on the table. Even old-school marketing gurus, like Robert Cialdini, (a renowned psychologist, and a famous author), emphasize the power of reciprocity in his Principle of Influence. When clients receive attention and care after a procedure, they are more likely to reciprocate, often by referring friends or leaving positive reviews, thereby becoming ambassadors of the service they received. Although many things Cialdini writes about may seem elementary, there is a strong psychological truth behind them.
Leveraging Existing Customers for Offline Marketing
Rather than solely focusing on attracting new customers, beauty industry professionals can harness the power of their existing clientele for offline marketing. And this doesn't mean just giving out business cards that will likely be lost or forgotten. Implementing tangible initiatives that offer immediate value to the client can be far more effective.
For example, an artist might provide a card with a unique discount code that clients can pass along to their friends and family. Or, offer a substantial discount or complimentary service to clients who refer new customers. This strategy aligns with the psychological principle of reciprocity and incentivizes existing customers to actively promote the artist's services.
Marketing consultant Jay Baer in his book "Talk Triggers" discusses the power of word-of-mouth marketing, asserting that customers who have a remarkable experience will share it with others. By offering tangible benefits for referrals, PMU artists can turn their existing customers into a powerful marketing force. Additionally, this approach promotes a positive brand image, showing customers that the artist values their support and is willing to reward them for it. Many of our marketing and business online programs are based on such ideas, however, they contain very much more concrete advice and step-by-step action plans. Never underestimate the psychological truths behavior is grounded on and do not be naive. Although most clients tell you that they are very satisfied, that is certainly not something that would reflectively guarantee you, new clients.
The discrepancy between intent and action: Why customers often don't recommend artists
When it comes to recommending a service or a product, many customers have good intentions, but those intentions often don't translate into action. This is particularly common in the beauty industry, including amongst clients of PMU artists, such as the creators of Powder Brows. There are several reasons for this.
Firstly, modern life is increasingly busy and filled with distractions. Although a client may genuinely appreciate the service they've received and intend to recommend the artist to others, this intention can be easily forgotten amidst their day-to-day obligations and concerns. After leaving the beauty salon, they shift their focus to the multitude of other tasks demanding their attention.
Secondly, humans are inherently self-motivated. While this is not a criticism, it's a fact of life. Unless there's a clear benefit to them, many people won't invest their time and energy into an activity. Even though a client may believe in the quality of an artist's work, without a direct incentive, they might not be motivated enough to actively promote the artist's services to others.
Lastly, it's worth noting that some clients express their intention to recommend an artist simply out of politeness, without any genuine intention of following through. They may say this to please the artist at the end of the procedure, but without a concrete commitment, this intention remains just that - an intention.
The Power of Incentives: Boosting Client Recommendations
Understanding these barriers to client recommendations, it becomes clear that one of the most effective strategies for increasing recommendations is providing a direct incentive. In this context, the artist can reinforce the behavior of recommending their services by offering a tangible reward, such as a discount on future services or even a free procedure. This not only gives clients a clear reason to act on their intentions, but it also keeps the artist and their services at the forefront of the clients' minds.
Many customer psychology-related studies have found that referred customers are both more profitable and loyal than normal customers. Therefore, despite the cost of offering incentives, this strategy can significantly increase long-term client retention and profitability.
By aligning their marketing strategies with an understanding of human behavior and motivation, PMU artists can more effectively encourage their clients to recommend their services, thus driving business growth. Although this might sound elementary, we can assure you that most Powder Brows artists do not use such tools, or use those far too little, compared to what they could do with them. That is also the reason, why the marketing and business programs on the Powderbrows.com platform are so popular.
In essence, effective marketing within the beauty industry demands an active, not passive, approach. By understanding and leveraging marketing psychology, PMU artists can better engage their existing clients and harness their potential as a valuable resource for business growth.