We are so excited to bring you this guest blog by Permanent Makeup business mentor and coach Jenna Leigh. Social media marketing can be a huge pain point for PMU artists looking to increase booking and grow their business, so we are so grateful that Jenna has shared her free guide for our followers. Keep reading to find out more…

In the ever-evolving world of beauty and aesthetics, permanent makeup artists stand out for their unique ability to enhance natural beauty with lasting results. However, when it comes to navigating the fast-paced changes of social media, many of you feel like you now need to have a degree in marketing! You’re experts in your field, passionate about your craft, and not necessarily thrilled about the idea of becoming social media marketers and I totally get it. The good news? It doesn't have to be as daunting as it seems.



Understanding Your Audience: The Foundation of Your Online Presence

Before diving into hashtags and creating engaging reels, take a step back and consider who you're trying to reach. Is your ideal client a busy professional looking for low-maintenance beauty solutions, or perhaps someone looking to boost their confidence with a subtle yet impactful change? Speaking directly to their needs and interests will not only make your content more relatable but also more engaging.

Example: If your target audience includes active individuals who value a quick beauty routine, share a post-workout selfie showing how permanent makeup stays flawless, captioned with something like, "Sweat-proof beauty? Permanent makeup keeps you looking your best, from the gym to the rest of your day."

Creating a Simple Content Strategy: Your Blueprint for Success

Feeling the daily pressure of "What do I post today?" can be paralysing. Let's simplify it with a content strategy that feels more like filling in the blanks rather than starting from scratch each day.

Content Pillars: Your Go-To Themes

Imagine your social media as a magazine, with different sections or themes. For a permanent makeup artist, these could be:

  • Before/After Showcases: Highlighting the transformation and detailing the process can captivate your audience.
  • Client Testimonials: Share photos or quotes from happy clients to build trust.
  • Behind-the-Scenes (BTS): Give a glimpse into your workspace, your tools, and what a typical day looks like for you.
  • Educational Content: Share care tips for post-procedure or explain different techniques.
  • Personal Branding: Who are you beyond the artist? Share your story, your why, and what makes your approach unique.

Content Calendar: Your Organisational Best Friend

Plan your posts around these pillars on a simple calendar. Start with 3 posts a week, assigning each day a theme. For example, Tuesdays could be for Before/After showcases, and Fridays for Educational Content.



Leveraging Tools and Resources: Work Smarter, Not Harder

Canva for Design:

Canva can be your go-to for creating visually appealing posts with minimal effort. Use templates for "before and after" comparisons or to overlay text on images for testimonials.

Scheduling Tools :

Schedule a week's worth of posts in one sitting with Meta. This way, you're not scrambling daily, and you can maintain a consistent online presence.

Content Batching:

Dedicate a few hours once or twice a month to batch-create your content. Photograph multiple before/after shots, write out captions, and design your posts. Then, schedule them and breathe easier knowing your content is taken care of.

Engaging with Your Community: Building Relationships Online

Social media is a two-way street. Responding to comments, engaging with followers' content, and sharing stories creates a sense of community. Consider featuring a "client of the month" or answering FAQs in your stories to increase engagement.



Repurposing - Your New Best Friend

Repurposing content is a smart strategy to maximise your efforts and maintain a consistent social media presence with less stress. Let’s explore how you can transform a single piece of content into multiple posts, specifically turning one reel into a story, a picture post, and a carousel post. This approach not only saves time but also reinforces your message across different formats, catering to different audience preferences.

The Original Content: A Reel

Imagine you've created a reel showcasing a day in the life of a permanent makeup artist. This reel includes clips of you preparing your tools, drawing preliminary brow shapes on a client, applying the pigment, and revealing the final look.

1. Transforming the Reel into a Story

How to Repurpose:

Select a captivating clip from your reel, such as the moment you reveal the final brow look to your client. Use this clip for an Instagram or Facebook story. Add a question sticker like, "Ready for your own transformation?" or a poll sticker with options like "Love it!" or "Want it!"

Example:

Story caption: "Swipe up to book your appointment and transform your brows!"

2. Turning the Reel into a Picture Post

How to Repurpose:

Choose the most visually striking still image from your reel, perhaps the before-and-after shot of your client's eyebrows. Post this image with a detailed caption about the process, the pigment used, and the healing time.

Example:

Caption: "From barely there to full and defined ? Swipe to see the before! A detailed consultation ensures we match the perfect shape to your face and the right pigment to your skin tone. Ready to wake up with perfect brows every day?"

3. Adapting the Reel into a Carousel Post

How to Repurpose:

Use multiple stills from different stages of the procedure shown in your reel to create a carousel post. This could include the initial sketch, mid-procedure, immediately after completion, and the healed result. Each photo can have a caption explaining the step, providing educational value and showcasing your expertise.

Example:

First slide caption: "Step 1: The Blueprint - Every great brow starts with a custom-designed shape. "

Last slide caption: "The Transformation - Swipe left to see the journey from start to finish. Ready for yours? Comment ‘brows’ below“

Why Repurposing Works:

Repurposing content across different formats accomplishes several objectives:

  • Efficiency: It saves time and energy, allowing you to maintain a robust social media presence without constantly creating new content.
  • Reach: Different formats cater to different audience preferences, increasing your visibility and engagement.
  • Reinforcement: It reinforces your message, making it more likely for your audience to remember and act upon it.

This approach not only demonstrates your expertise and the transformative power of permanent makeup but also keeps your audience engaged across various types of content. Remember, the key to successful repurposing is to tailor the content to fit each format's unique style and audience expectation while maintaining a coherent brand message.



Conclusion: Embrace the Journey, It Will Only Be As Difficult As You Make It

Remember, social media is a tool to showcase your work and connect with clients, not a source of stress. Start small, be consistent, and remain true to your voice. You're not just selling a service; you're sharing your passion and building connections. Let your authenticity shine through, and the right clients will find you.

By breaking down social media into manageable chunks, focusing on authentic engagement, and utilising tools to streamline the process, permanent makeup artists can create a strong online presence that reflects their skill and passion, without the overwhelm.

Join Me On Instagram

What are your go-to strategies for social media? Have a question or a tip to share? Head over to my Instagram and let's create a supportive community where we can all grow together.