So you've decided to pursue your passion and dive into a career in the beauty industry. You've taken the necessary steps to obtain certifications and are ready to embark on your new journey. Whether you're a makeup artist, hairstylist, or nail technician, there are many paths that can lead to success. Getting there, however, requires you to have a solid client base.

When you're new to the game, getting your name out there and beating out the competition may seem intimidating, if not impossible. Fortunately, with a bit of effort and strategizing, you can attract and retain clients that

Start with a Strong Social Media Presence

If you want to make it in the beauty industry, social media is a must. It's an affordable platform that allows you to reach a mass audience in real-time. This is where you connect with your target audience, solidify your brand, and showcase your talents, products, and services. Sharing photos of your work, uploading beauty tutorials, and presenting content related to the beauty industry is essentially what helps to separate your brand from the rest. Though there are many social media platforms out there you can choose from, it is best to choose two or three sites at best to work with and put all your efforts there. Stretching yourself too thin could end up costing you potential clients and watering down your brand.

Discounts and Freebies

If there's one thing customers can't refuse it's an opportunity to get something at a discount or free of charge. Though it may seem like financial suicide to start offering free and/or discounted products and services for your beauty business, the exact opposite is quite true. Offering free complimentary service or products to first-time customers gets them through the doors. This then creates the chance for you to show them what you're made of and get repeat business as well as referrals.

 It doesn't have to be an expensive product or service to gain traction. For example, if you're a nail technician, perhaps you'd offer free designs on each hand for every manicure purchase. If you're a makeup artist you might provide clients with a free facial with the purchase of a makeup session. There are plenty of ideas to consider that won't break the bank but will generate buzz and clients for your beauty business.

Recognize Special Occasions

As you begin to build a client base it is imperative that you find creative ways to keep them interested in coming back. Repeat business and satisfied customers will account for a large part of your revenue. As you learn more about your clients, keep this information in your mental Rolodex to use for later. For example, you might start a birthday discount to give your loyal customers a percentage off your products or services for their birthday. During the holidays, you might send out an email blast that includes hilarious holiday ecards along with coupons as a token of your appreciation for their business throughout the year. Is one of your clients getting married? Offer them a discount or a package deal on beauty services for them and their bridal party.

Provide the Ultimate Customer Experience

At the end of the day, none of these marketing techniques will be effective if you do not provide your clients with quality products and/or services and an overall experience that makes them feel just as good as your skills will have them look. It is imperative that you put your best foot forward every time you work with someone.

Whether you're a traveling beauty professional or you have your own shop, the environment should be warm and inviting. Provide your clients with water or warm beverages like coffee or tea, have positive music playing in the background, offer snacks or reading materials, and indulge in friendly conversation. Whether you know it or not, most clients who get their hair, nails, or makeup done enjoy talk-therapy. From venting about the stresses of life to talking about the latest trends and fashions, they appreciate a professional who can not only make them look great, but engage in interesting conversation.

Becoming your own boss in the beauty industry can be very rewarding. There's always a need for skilled professionals who can make people feel good and look great from the inside out. Without a solid client base, however, becoming a success is challenging. By utilizing the marketing strategies provided above, you can create a brand that keeps clients coming back for more.