4 Ways to Attract Clients to Your Beauty Business
By Denise Prichard
As a beauty business owner, you realize that attracting new customers can be one of your biggest struggles throughout the year. At Mindbody, we know that every interaction is a chance for your business to shine and for people to thrive.
You know that your current and prospective clients are constantly on the hunt for an exceptional experience when they visit beauty and wellness businesses—but this experience doesn’t necessarily start the second they step foot into your establishment—it actually starts well before that during the searching and booking process.
At Mindbody, we want to enable you to create thoughtful and powerful wellness experiences for your clients with technology that helps you foster the loyalty you work so hard to achieve. Being a Mindbody customer ensures your clients and prospects can easily book appointments at your establishment and lets you focus on providing an exceptional experience when they step foot in your business. But with so much competition out there, getting the right kind of new clients to actually visit your business can be quite a challenge.
Luckily, there are multiple things you can do as a beauty business owner and an arsenal of tools available to you as a Mindbody customer to help take the guesswork out of attracting high-quality clients and growing your customer base.
Here are some tips:
1. Get listed in the Mindbody Marketplace
If you’re a Booker by Mindbody customer, you now have access to the Mindbody Marketplace. This is a simple and effective way to get exposure and bookings with millions of clients actively looking for beauty services. By listing your business and services, consumers can find you in the new beauty and wellness categories on the Mindbody web experience and the Android app (coming soon!!) so they can discover and book with you.
Almost 2 million people used the Mindbody app each month in 2019 and booked over 6 million appointments globally.1 And these app users aren’t just anybody, they’re precisely the type of beauty and wellness lovers your business is working overtime to bring through the door.
On top of that, 82% of these app users have booked beauty/spa appointments in the past six months, with 15% booking 10 or more appointments. Sixty-one percent of these app users booked at least three beauty services and 36% booked at least three wellness services in the past year.2
Not only do these app users value beauty and wellness services, but they also bring in a strong average annual income of $108,000—and they tend to spend more on these services. Mindbody app users spend $78 on beauty services each month on average and an additional $65 on wellness compared to the non-app users’ average of $32 on beauty and $22 on wellness.3
2. Make them an offer they can’t refuse
One of the most effective ways to draw clients into your beauty business is by creating an attractive, easy-to-implement offer. When implemented properly, this offer will bring a fresh set of clients through your salon doors that can—with the right retention plan in place—be converted to regulars.
There is a certain finesse to creating an offer that is both enticing to the consumer and lucrative to your business—meaning you don’t want to cheapen your services by pricing your offer too low. Instead of offering a free haircut or massage, offer a free service with the purchase of another service.
Here are a couple of examples to offer new clients:
- For salons: Get a free deep conditioning treatment with the purchase of any hair service.
- For spas: Get a free cupping session with the purchase of a 60-minute massage.
With both of these types of offers, the buyer sees value in getting something for free without you sacrificing making a profit. They also have the opportunity to fall in love with another one of your services they may not have even known you offered—which is a win-win scenario.
3. Host an open house at your beauty business
If you’re really looking to ramp up your beauty business, hosting an open house is a fun and effective way. This means it’s time to get into both party-mode and business-mode in order to create a soiree experience that not only coaxes clients into your space but makes them want to return again.
Even though it sounds like a lot, planning your event to take place over the course of a whole working day will give you the best chances of your ideal customers walking through your door. Instead of just doing an open house happy hour which would typically last around two hours, try to create an event that spans six to eight hours to increase foot traffic.
If you want all your efforts to come full-circle for a successful event, you need to make sure you have plenty of incentives to convince people they should check out your open house. These could include fun activities, raffles for discounted services, drinks, food, a styling education station, entertainment, and goodie bags. Speaking of goodie bags—make sure you include an intro offer in there to keep your beauty business top-of-mind for those who stop by your event.
Another way to stay in communication with them? During the event, make sure you collect the email address of each of your attendees so you can follow-up with them with an email and nurture them to come back to your establishment.
4. Create a referral program
You may be a little surprised to see this one on the list. Usually, referral programs are used to promote customer loyalty and retention. Well, that’s true BUT they also act as an effective means of client acquisitions. Your current clients all have friends and family, and tapping into this network is how you can access an expansive, new pool of additional clients.
Start accessing your clients’ network by implementing a referral program. Referral programs are great for encouraging new business with the help of your existing, loyal customer base.
1Data reflects monthly average Mindbody app usage in the US from October 1, 2018 through September 30, 2019.
2Mindbody. “App User Survey.” June 2019.
3Mindbody. “Wellness Index Survey.” November 2018.