Personal and Product Branding for a Beauty Expert

Introduction: A beauty professional with 10 years of experience in eyelash extensions and permanent makeup, recently opened her own salon. Initially offering training informally to friends, she decided to pivot and make training her primary source of income.

Task: Package her expertise into marketable products and establish a strong personal brand to attract a wider audience for her courses.

I worked closely with the client to strategically package her expertise into four distinct offerings:

This structured approach allowed her to present clear, marketable products that catered to both beginners and advanced learners.

A thorough analysis of her target audience was conducted to identify pain points, interests, and behavioral triggers. This helped tailor both the messaging and the marketing strategy, ensuring we addressed the specific needs and aspirations of her potential students.

To position her as a credible expert in the beauty industry, I focused on optimizing her social media presence, specifically on Instagram and Facebook, as these platforms are key for visual-based services like beauty. Here’s what was implemented:

Profile Optimization: Designed a professional, cohesive look for her social media profiles to reflect her brand identity.

Content Plan Development: Created a strategic content plan using Ben Hunt's Ladder of Engagement to guide followers through a journey from discovery to conversion.

Lead Magnet Creation: Developed a “Guide to Running Social Media for Beauty Professionals” as a lead magnet to encourage users to subscribe and engage with her account, thereby growing her following and credibility.

Video Scripts & Short-Form Content: Crafted engaging scripts for short videos aimed at showcasing her professionalism and the tangible value of her courses. The goal was to build trust through valuable content and demonstrate her expertise.

Targeted Advertising: Launched targeted Facebook and Instagram ads to reach a highly relevant audience, driving traffic to her courses and increasing brand awareness.

In the near future, the strategy includes launching Google Ads and other contextual advertising campaigns once the dedicated landing pages for the courses are completed. This will provide an additional stream of qualified leads and conversions.