Numbers don’t lie. According to the Society of Permanent Cosmetic Professionals (SPCP), the number of trained permanent makeup technicians has skyrocketed tenfold over the last three years and is projected to grow at an even faster rate as its demand increases.
To gain traction and have a piece of the pie in this burgeoning industry, having a well-executed marketing strategy is critical. With a comprehensive digital marketing plan, permanent makeup artists (PMUAs) can successfully reach their target audience, drive traffic to their businesses, and boost revenue.
What Makes Permanent Makeup Marketing Different?
Unfortunately, with the dynamic, fast-paced, and ever-changing digital world, knowing where to start when marketing your PMU business can be challenging. You must keep up with trends, understand what digital marketing channels are most relevant to your target audience, and employ the most effective techniques for achieving your desired results.
Are you struggling to market your permanent makeup business?
Do you want to succeed in this rapidly growing industry but don’t know how?
Keep reading to find out the best digital marketing tips for permanent makeup artists. Alternatively, you can hire us to do it for you instead.
Sam Romain, the co-founder of Romain Berg, owns and runs a successful PMU business (Mill Pond Salon & St. Cloud Microblading) through aggressive and well-articulated digital marketing campaigns to achieve desired results. He uses data-driven marketing strategies, digitally optimized campaigns, and precise targeting to ensure that each client reaches their target audience.
Our services are tested, proven, and come from a knowledgeable team of professionals, so rest assured of our ability to help you succeed. Besides, having a team of professionals generating your leads saves you tons of hours you can spend tattooing instead of marketing your business – earning you more money in the long term. Here are the top digital marketing strategies for your PMU business:
Website Design and Development
Owning a website is essential for any PMU business in today’s digital age. A website allows you to reach and connect to a wider audience than you could through other marketing channels. It also provides credibility and builds trust with potential and current customers.
According to DataReportal, there are 4.95 billion active internet users as of 2022 – meaning your business is potentially visible to 62.5% of the global population if it has an online presence.
A well-designed website that is user-friendly and visually appealing will help keep visitors on your page longer, leading to a higher chance of conversion. But what does a good website for your PMU business look like? What should it include? Your website should:
- Be easy to navigate: Easy website navigation is a top concern for 94% of consumers. When customers browse through your website, they want to find a piece of information or complete an action in a few clicks maximum. If they can’t find what they are looking for or the website is confusing, they will leave and look for another site. An easy-to-navigate site provides users with faster, more efficient browsing experiences, making them spend more time on your website, browsing through your services and products.
- Include high-quality images: People are visual creatures, so including high-quality photos on your website can be highly beneficial in capturing their attention. Pictures make your website more visually appealing and help communicate your brand’s message more effectively. They also help break up large chunks of text, making your website easier to read and understand.
- Be mobile-friendly: According to data from Statista, 92.6% of internet users accessed the internet through their mobile devices in 2021. It’s therefore essential that your website is mobile-friendly so that potential and current customers can easily access it from any device. A responsive website will automatically resize and rearrange its content to fit the screen of the device it is being viewed on, ensuring a good user experience.
- Have a strong call-to-action (CTA) – A CTA is an integral part of any website. It tells the user what you want them to do next and how they can take action.
Do you want them to contact you, subscribe to your newsletter, or book an appointment? A good CTA is short, sweet, and to the point. Placing it above the fold (the part of the website visible without scrolling) will help ensure users see it quickly and take action.
Search Engine Optimization
As a permanent makeup artist, you want your business to be found by potential customers online. This is where search engine optimization (SEO) comes in. SEO is the process of improving the visibility of a website or web page in search engine results pages (SERPs).
This is done by optimizing a website for specific keywords and phrases that people are likely to use when searching for a business like yours. When done correctly, SEO can help your website rank higher in SERPs, resulting in more visitors.
According to statistics, the first page of search results gets 95% of all search traffic, with the first search result receiving a staggering 32.5% click-through-rate. By optimizing your website for SEO, you can rank your site higher in SERPs and get more traffic to your site. So how can you optimize your PMU website for SEO? Here are a few tips:
- Proper keyword research: Keyword research identifies and targets the right keywords and phrases for your website. When potential clients search for your PMU services, they will likely use various keywords and phrases. By identifying these keywords and including them throughout your website, you can improve your chances of ranking higher in SERPs for those keywords. You can use several keyword research tools to help you with this, such as Google Keyword Planner, Ahrefs, Moz, and Semrush.
- Optimize your website content: High-quality, keyword-rich content is vital for improving your site’s SERPs ranking. When you optimize your website content for specific keywords, you tell Google that your website is relevant to those keywords.
This helps your website rank higher in SERPs for those keywords, resulting in more website visitors. Place keywords naturally throughout your content, including the title, headings, and body text. Avoid keyword stuffing, as this can result in your website being penalized by Google.
- Link building: To rank higher in SERPs, you need links from high-quality websites. These links act as “votes” for your website, telling Google that your website is a valuable resource. The more high-quality links you have, the higher your website will rank in SERPs. There are several ways to build links, such as guest posting, blog commenting, and directory submission.
When it comes to digital marketing, content is king. Content is what attracts website visitors and keeps them coming back for more. According to HubSpot’s 2021 State of Marketing report, 82% of marketers actively leverage content marketing as part of their overall marketing strategy.
Content marketing allows you to create and share relevant and valuable content with your target audience, helping you build trust and credibility with them. When done correctly, content marketing can result in more website visitors, leads, and customers.
You can create several different types of content for your PMU business, such as blog posts, articles, infographics, eBooks, and whitepapers. Each type of content serves a different purpose and can help you achieve different marketing goals.
For example, blog posts are great for driving traffic to your website, while eBooks are the ideal way to generate leads. Additionally, with video marketing projected to drive 82% of all consumer traffic by 2022, don’t forget to create engaging videos as part of your PMU marketing strategy.
To be successful with content marketing, you need to create high-quality content relevant to your target audience. You also need to regularly publish and share your content to build consistency and keep your audience engaged. And most importantly, you need to track your content marketing efforts to see how they are performing and make necessary adjustments along the way.
PPC advertising, also known as paid search, is a form of online advertising that allows you to pay for top placement in SERPs. With PPC advertising, you bid on keywords and phrases relevant to your business, and then you pay a certain amount each time someone clicks on your ad. The amount you pay depends on how much competition there is for the keywords you are bidding on.
With paid advertisements boasting a 200% ROI and twice the number of search traffic compared to SEO, PPC advertising is a cost-effective digital marketing strategy for driving website visitors and generating leads. It is also a great way to test and measure the effectiveness of your PMU marketing efforts.
By tracking the clicks and conversions generated by your PPC ads, you can see which keywords and ads are performing well and adjust your campaign accordingly. Additionally, with PPC advertising, you only pay when someone actually clicks on your ad, which means you’re not wasting money on ads that no one is seeing. Several factors can affect your PMU’s PPC campaign, including:
- Keyword relevance – are the keywords you use relevant to your business? Are they keywords that your potential clients are using to find your services?
- Ad position – where your ad appears on the results page can significantly impact its click-through rate (CTR). A highly visible ad will have a higher CTR than one hidden at the bottom of the page.
- Bid amount – how much you’re willing to pay for each click can also affect your ad’s position. A higher bid will result in a higher ad position, while a lower bid will result in a lower ad position.
Social Media Marketing
Social media has become one of the most effective digital marketing channels, with 89% of marketers reporting that social media is vital to their business. As of 2022, there are 4.62 billion social media users, which is expected to grow at 3.7% through 2025.
With such a vast and engaged audience, social media presents an excellent opportunity for PMU businesses to reach their target market. However, to reach a wider audience and increase traffic to your PMU business, investing in paid social media advertising is a must.
Paid social media advertising allows you to target your ideal audience with laser precision based on their interests, demographics, and behaviors. With platforms such as Facebook changing their algorithms, investing in paid social media gives your marketing strategies an extra exposure boost.
Additionally, paid social media advertising allows you to track the performance of your ads and make necessary adjustments to improve results. There are a variety of social media platforms that you can use to market your PMU business, including:
- Facebook (2.27 billion active monthly users)
- Instagram (1.13 billion)
- Twitter (206 million AMU)
- Snapchat (238 million daily active users)
To gain the most out of your social media marketing efforts, it’s crucial to create engaging and visually appealing content relevant to your target audience. Users are more likely to engage with interesting and relevant content, so ensure you tailor your posts accordingly.
Additionally, be sure to schedule regular posts and use relevant hashtags to help boost your reach. Share your content across several social media platforms to reach a wider audience. You also need to be active on social media and engage with your followers by liking and commenting on their posts.
This is a great way to build relationships with potential clients and create loyalty among your followers. Consumers are more likely to do business with a brand that they feel values and appreciate them.
Email Marketing and SMS Marketing
Email marketing and SMS marketing are two of the most effective digital marketing channels, with email having an average open rate of 21.5% and SMS having a 98% open rate. They are a great way to reach your target market, as they allow you to send personalized messages straight to your clients’ inboxes or phones.
You can use email and SMS marketing to promote special offers, announce new products or services, and keep your clients up to date with your latest PMU news and events.
To maximize the effectiveness of your email and SMS marketing campaigns, it’s crucial to segment your list of contacts and send relevant messages to each group. For example, you might segment your list by age, gender, or location.
Tailor your messages to be relevant and interesting to each group, and ensure you use a mix of text and images to capture your readers’ attention. Keep your messages short and to the point, as people are more likely to read shorter emails.
Let Experts at Romain Berg Help with Your PMU Digital Marketing Needs
Partnering with a reputable, experienced, and results-driven digital marketing agency is the best way to ensure your PMU business reaches its full potential using digital marketing methods.
At Romain Berg, we have a team of digital marketing experts passionate about helping PMU businesses succeed online by incorporating tactics proven to drive leads, traffic, and revenue.
If you’re looking to take your PMU business to the next level, schedule a free strategy call today, and let us show you what we can do! We’ll work with you to develop a custom digital marketing strategy tailored to your specific needs and goals and help you implement it using the latest techniques.