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Salon Marketing 101 - How to Keep Your Books Full and Your Brand Thriving

Your artistry is flawless. Your space is gorgeous. Your guest experience is next-level. But if you’re not actively marketing your salon, even the most jaw dropping lash sets can go unseen. A solid marketing strategy isn’t just “nice to have", it’s how you keep your books full, your brand growing, and your revenue growing month after month. The best part? You don’t need a massive budget or a marketing degree to make it happen. We’re breaking down proven, practical marketing strategies designed for lash artists, so you can focus on what you do best - lashing!

1. Optimize Your Online Presence

First things first, your online presence is your digital handshake. It’s the first impression many potential guests will have of you, and you want it to be a strong one.

Website must-haves: Make sure it’s mobile-friendly (most clients will find you on their phones), easy to navigate, and clearly displays your services, policies, prices, and location.
Online booking: Let clients book anytime, anywhere. The easier you make it, the more likely they are to commit.
Show off your reviews: Highlight glowing testimonials so potential guests know they’re in expert hands.
SEO + Google Business Profile: Keep your Google listing updated with photos, hours, and a keyword-rich description so you show up in “lash extensions near me” searches.
Paid search ads: A small investment in Google Ads can land you at the very top of local results.

2. Use Social Media Effectively

Social media is your visual portfolio, networking hub, and personal hype squad - all in one. Social Media is the #1 free resource us beauty professionals have to spread the lash love.

Pick your platforms: Instagram, TikTok, and Pinterest are the go-tos for artists. From receiving inspo or showcasing your techniques, let these platforms do the hard work for you.
Post with purpose: Share before-and-afters, lash transformations, time-lapse videos, and stylist spotlights.
Ride the trends: Use Reels with trending audio to boost visibility, but keep your content aligned with your brand’s style. Clients do love to see the behind the scenes in a trendy, relatable way.
UGC (User-Generated Content): Encourage guests to post their fresh sets and tag you. Reposting their content not only builds relationships but also shows authentic results. Nothing like a personal recommendation and experience!

*Pro tip* Consistency wins! Posting 3x a week consistently beats posting 10x in one week, then disappearing for a month.

3. Create an Email & SMS Marketing Plan

Social media is great, but algorithms change. Email and SMS? They land directly in your guests’ hands - no middleman.

Build your list: Collect emails and phone numbers at checkout or through your booking system. Have a link in your Bio on your social media platforms for your guest to stay up to date on all things lashes.
Stay in touch: Send appointment reminders, seasonal promos, and aftercare tips to keep you top of mind.
Exclusive perks: Treat your customers to flash sales, early access to new services, loyalty rewards, or birthday discount treats!

Think of it as an ongoing conversation with your biggest supporters. Current & new customers love to be included in growing your

4. Offer Promotions and Referral Incentives

You don’t have to discount your work all the time, but a strategic promotion can spark bookings, especially for new guests!

First-time guest offers: A small discount or free add-on service can turn curiosity into loyalty. Cooldown Masks are a great way to introduce a free add on to get your clients obsessed with a touch of luxe.
Referral rewards: Give existing guests a reason to spread the word! $15 off for both them and their friend, let them do the hard work for you in growing your clientele!
Local collabs: Partner with a nearby coffee shop, boutique, or fitness studio to cross-promote. (Think: “Show your lash appointment card for 10% off your smoothie!”)

5. Encourage and Showcase Client Reviews

Your next best guest is reading reviews right now, make sure they’re seeing plenty of love.

Ask at the right time: After a guest gushes about their lashes, send them a quick text to leave a review.
Showcase them: Share testimonials on your site, socials, and even in your studio.
Reply to all reviews: Yes, even the not-so-perfect ones. It shows professionalism and care.

6. Run Targeted Local Advertising

Paid ads don’t have to be intimidating. Use them to your advantage!

Facebook & Instagram Ads: Promote special offers or new services to local audiences and your ideal demographic.
Google Ads: Target 'lash extensions *your city*' so your name pops up first.
Event-based ads: Create campaigns around specific seasons - weddings, summer, holidays - target the times when people want to look their best!

Even a small $5–$10/day budget can generate bookings when paired with a great offer.

7. Engage Your Community

The more visible you are locally, the more familiar your brand becomes. Familiarity builds trust :)

Host events: Think lash care workshops, brow blitzs, open houses, or guest appreciation nights.
Sponsor local happenings: Your logo on a charity event banner or youth sports jersey? Instant exposure.
Collaborate with influencers: Partner with micro-influencers in your area who align with your vibe. They can create content and drive local followers your way.

8. Track and Analyze What Works

Use this data to double down on what’s working and tweak what’s not.

Google Analytics: See where your website traffic comes from.
Social media insights: Learn which posts get the most engagement and adjust your content accordingly.
Booking source tracking: Ask guests how they found you - Instagram? Google? Referral?

A thriving salon doesn’t happen by accident—it’s built with consistent, intentional marketing. You don’t have to do it all at once, either! Start with 2–3 strategies that feel doable, then layer in more as you grow.

Find Lash Products At BorboletaPro

Ready to put your marketing strategies into action? Make sure you’re stocked with the tools that set your artistry apart. From game-changing lash adhesives to professional lash tweezers, Borboleta products help you deliver flawless results every single time. Because when your work speaks for itself, your marketing becomes that much easier. Shop Professional Lash Products for the quality your artistry and clients deserve.