Want to know how to build a brand online? To offer you business advice on topics like branding, David Anthony, president of Valentino Beauty Pure and Vetro USA, joins NAILPRO as our guest business blogger to provide you with tips and answers to your nail questions.
Q: I’m investing in a new line of products for my services. How should I implement a price increase? —Kiley Elon, via Facebook
A: Price increases are a normal part of doing business. Unfortunately, in the beauty business, a price decrease seems to be the common trend. Don’t be the common trend; stand your ground, pick a date, and raise your prices—even if it means losing a few clients. (Remember, those clients aren’t worth keeping if they won’t pay you what you and your services are worth.)
Once you decide on a new product line, start to market it at least a month before it arrives in the salon. Tell clients about the new products in person, on social media and in an email blast. It’s important to hype the product as much as possible to get clients excited!
Q: As a nail tech, how can I create a brand around my work and me? —Eileen Shaw, via Facebook
A: If you want to brand yourself, you have to be willing to put yourself out there. The first step is to come up with a logo for your brand. Then, set up accounts on Facebook, Instagram and Twitter, and create a website. (Need help? I like Wix, a free, DIY website building platform.) Next, start posting pictures of your work daily on all of these platforms and make sure that your images are watermarked with your new logo. Be sure to post a few pics of you, too; it’s very important that potential clients see the face behind the nails. Last, but not least, you should always wear your work. If someone asks who did your nails, you can say, “I did!” and then hand them a business card that features your new logo and all of your updated social media handles.
Q: What is the best way to retain clients when moving to a new salon? —Veronica Valerin Vega, via Facebook
A: As soon as you know for sure you’re moving locations, tell your clientele and give them your new contact information, including your address. At the same time, update your social media accounts with your new information. It’s also important that you have all of your customer information, such as emails, cell phone numbers and social media accounts, saved and up to date so that you can personally reach out to your clients once you’ve made the move. You can also try offering incentive cards with a 15 percent to 20 percent discount to entice your clients to follow you.
Do you need business advice from David? Leave your toughest questions in the comments below!
[Image: Courtesy of David Anthony]
This article was first published in the April 2017 issue of NAILPRO