7 Tips To Successfully Market Your Aesthetics Business

nurse looking at her laptop think of marketing her business

Once you’ve made the decision to go your own way and are fully qualified, it’s time to focus on how to successfully market your aesthetics practice.

As your own boss, you’re responsible for bringing in the work as well as carrying out the procedures and managing the admin side of the business.

Of course, you can employ a digital marketing agency to help you but if you don’t have the spare cash available at the start then you will need to include establishing and executing a marketing plan into your to-do list.

Ensure you also remain up to date with the CAP Code and ASA regulations surrounding advertisement and promotion of your aesthetic services.

It’s a daunting prospect, especially if you’ve never dealt with marketing before so we asked Rebecca Waterfield from Digital Marketing Agency, Blaze Media for some simple but effective tips to help you on your way.

1 – Embrace Social Media

Love it or hate it, social media is here to stay and it’s probably the easiest and cheapest way to get your aesthetics brand out there in front of your target customers.

First of all, you need to work out who your customers are and where they are online. Instagram and Facebook are probably the best platforms to start with.

In addition to being two of the most popular social networks, Facebook and Instagram are extremely visual platforms, allowing you to easily share photos and videos directly to your profiles, which of course, comes in useful for an industry that relies so heavily on imagery.

Ask your clients for permission to take before and after pictures that you can use as posts which will showcase the quality of your work and ask them to leave reviews on Google and Facebook which will bolster your reputation.

Prospective clients like to do their research and, more often than not, will want to see prior photos of a practitioner’s work, which is why good quality before and after photographs are a must.

You can also share relevant news, promote blogs (we’ll come to that soon) and engage with potential clients and peers.

The thing to remember is that you need to post regularly and have consistency across your platforms

2 – Collaboration

As the saying goes ‘no man is an island’ and the same goes for business owners, so take some time to work out if there are other companies who would be useful to get to know and then work with.

The beauty and aesthetic industry can be very close-knit with everyone happy to help each other so consider approaching beauty salons, nail bars, clinics and spas that don’t offer the same treatments as you.

Build a relationship with them and you can offer referrals both ways – you could even include a special offer if they send clients your way or offer them commission for work passed

3 – Get Your Website Up To Scratch

You might not feel like you need a website but even a basic site can help you in terms of getting your name out there.

Let’s face it, most of the time, if you’re looking to make a purchase, whether it’s a product or a service, the first thing you’ll do is search for it on Google which is why having a dedicated website is so important.

A Facebook or Instagram page provides you with an online presence, however, chances are that your social media page alone will not rank highly in search engine results, while a website, given enough time and the right content, potentially will.

Don’t worry if you don’t have the cashflow to pay for an all signing and dancing website to start with; you can  consider a simple website including:

  • Home Page – information about you and your business, your qualifications and even a link to your social media platforms
  • Service – a page listing the aesthetics procedures you offer along with an explanation of them and any requirements or restrictions for each service
  • Contact Page – somewhere people can get in touch with you and also sign up for a newsletter (more on that in tip 6)
  • Blog Page – a regularly updated blog is a great tool to increase your visibility and also position you as an expert in your field (more on this in the next step)

You should also include any terms and conditions, privacy policies (cookies and how you store people’s information to avoid a data-breach) and payment terms so potential clients are completely informed before booking with you.

This will take some time to set up but it can save you time in the long run – it’s also always worth asking a solicitor to check over terms and conditions to make sure you’re compliant.

4 – Blog Regularly

Google loves a regularly updated blog and you should try to write and load at least a blog a week.

Research has shown that having regular new content can increase traffic to your site by over 400%.

If you’re stuck for content then here’s some ideas to generate content:

  • Your reaction to industry news and changes to regulations
  • A day in the life of an aesthetic practitioner
  • Your journey from a career in the NHS to establishing your own business
  • A case study on each procedure you provide

Remember that you can repurpose content from your blogs to provide content for your social media platforms.

5 – Encourage Clients To Become Brand Ambassadors

Satisfied customers can be ambassadors for your practice, and exceptional results can be statements for your work.

Create a promotion that rewards existing customers to refer your services.

Consider providing consultation discounts for referred clientele, or offer complementary rewards, like gift cards for a spa session or massage therapist, for customers who refer three or more prospects.

6 – Email Campaigns

Maintaining an up-to-date client mailing list is free, yet extremely valuable for your business.

Sending out regular updates and offers by email (but not so often that people unsubscribe – around once every two weeks is a good guide) is a great way to stay in touch with your clients and let them know about any new treatments they may be interested in.

Using free software such as Mailchimp will let you create and schedule engaging email campaigns and also provide you with a piece of code that can be added to your website so visitors can sign up from there.

When it comes to the content of your emails, use imagery to hold attention and don’t be too long winded – studies show that around 200 words is the best number to aim for to encourage more people to click through and engage with you.

7 – Join Forums and Directories

Just as important as to how your clients and potential clients view you, is how your peers view and interact with you.

Join relevant bodies such as the ACE group, attend networking events and industry expos as well as lectures and functions.

Well-written directory listings that really showcase your business, and make it easy for people to contact you, are a must.

Make sure your business is listed in all the most important directories, including the generic ones (Yell etc), but also any good industry-specific directories you can find.

Creating profiles and making regular useful contributions to aesthetic forums and information sites is a great way to build your credibility as an aesthetic professional, and boost the reputation of your aesthetic business.

Hopefully, this guide to marketing your aesthetics business will provide you with some much-needed guidance at the start of your journey.

6 Steps To Starting Your Own Aesthetics Business

woman preforming a procedure in her business

If you’re considering starting your own aesthetics business then it’s more than likely that you’ll be feeling a heady mix of nerves, excitement and worry.

Setting up your own business is one of the most rewarding yet stressful things you can do and, if you have spent your career in the NHS, it can extremely daunting.

There is so much to think about before you even start treating clients and your success will depend on much more than good fortune and exceptional customer care.

That’s why we’ve compiled our 6 steps to success to help you get adequately prepared for your new venture.

1. Get Qualified

As a healthcare professional you’re perfectly placed to transition into the aesthetics industry, even if you know nothing of the procedures involved, thanks to the variety of Botox and dermal filler training courses available.

Attaining a good level of knowledge and practical training in the safe administration of treatments such as Botulinum toxin and dermal fillers ensures you can maintain professional standards and deliver an exceptional level of care to your patients.

You’ll be able to access aesthetics training no matter what level you’re at, from complete beginner to more experienced. And remember that it’s always worth checking out just how much hands on training you will receive on the course and whether you will have to provide your own model.

Also check if the academy offers any ongoing support or mentorship, this can be a tremendous help and a source of invaluable support and guidance throughout your new career.

2. Determine Your Target Client

Spending time working out who your dream client is, is the next most important step.

Do you want to attract the more exclusive, society set with money to burn and lots of connections or is your passion making aesthetics accessible for everyone so want to aim at the more everyday client?

There’s no right and wrong answer here, you need to make the decision based on who you are and where you want to be in the industry.

Do you want to work from your own practice, with a rented seat in a clinic or salon or will you be mobile or working from home?

All of these questions will help you decide who you will be marketing to, where you’ll do your marketing, who your potential clients are and will also guide you when it comes to how you charge.

3. Set Your Pricing

Once you have worked out who your target clients are, you’re ready to start thinking of how much you want to charge.

Do your market research and remember to work out how much the procedure will cost you in terms of the aesthetic product and kit, your time and your travel – if you’re mobile. If you’ll be practice or salon based, then factor in your overheads such as rent and utilities.

While your price is important, try not to make the price your main selling point.

You want a loyal client base who will keep coming back and refer their friends because of the quality of your products and the level of care you deliver, not because you’re the cheapest.

Concentrate on adding value for your patients, give them a great experience and deliver consistently outstanding results and they will feel you are well worth the money they paid.

4. Build Your Business

You know your client base, you’re fully trained and know what you want to charge; congratulations!

Now the hard work really begins…here in the UK, it is advised that you register as self-employed and gain appropriate insurance, sufficient for your needs and practice.

There are a number of insurance providers, such as Hamilton Fraser and Enhance Insurance, who offer cover specifically for the aesthetics industry.

You can also register as a Limited Company and we highly advise you speak to your fellow industry practitioners as well as an accountant to work out which would be best for you and your situation.

Depending on how you’ll run your business (mobile or clinic based) will determine the equipment, supplies and consumables that you’ll need to run your aesthetics business.

Make sure you conduct thorough research into the aesthetic products available on the market, though you should also gain an insight into this within your foundation training via supplied industry insights and direct practice using the products.

Next up is ensuring you have a reliable booking system, payment system, terms and conditions and the ability to collate and store necessary patient data, whilst adhering to GDPR.

It will also be imperative to have the correct documentation so you can carry deliver a safe service to each of your patients – this portfolio should include comprehensive consenting protocol, consultation documents, treatment forms, and aftercare advice.

5. Brand Awareness

All the building blocks for your new Botox and filler business are in place so it’s time to get your name out there and start earning money and building your reputation.

We’ll cover more on how to successfully market your aesthetic business in our next blog but for now focus on the look of your business – the importance of having a clear brand that reflects your target market and embraces your values can’t be underestimated.

Having a consistent brand which is easily recognisable can help businesses turn over up to 23% more in terms of revenue!


When considering branding, think about the feel and atmosphere you want for your aesthetics space. Or if you will be a mobile aesthetics practitioner then what about a branded vehicle, uniforms and sales literature such as business cards, appointments cards and a website – along with your social media channels of course!

Social proofing is everything, and your potential patients will check out every one of your digital platforms before they decide to enquire with you.

Simply having social media accounts isn’t enough – you need to be informative, responsive and engaged on all your active platforms will help people to build trust.

Ensure you also remain up to date with the CAP Code and ASA regulations surrounding advertisement and promotion of your aesthetic services.

Your clients are also a great source of more work; not just in terms of their repeat business but by telling their friends and family about you and leaving you reviews. Nothing is more powerful than word of mouth advertising!

If you have a particular area of expertise, then seek out opportunities to submit articles or research papers on your chosen subject to industry publications, given time this will help position as a thought leader within the aesthetics industry.

6. Personal & Professional Development

Your foundation level training will give you a solid base from where you can start and develop your own Botox and dermal filler business.

In order to grow your client base and increase your turnover you will need to keep learning, keep developing, keep showcasing your work and keep on growing the number of aesthetic treatments you offer.

Advanced training for aesthetics will give you a greater depth of understanding of a wider range of treatments, and there are also a number of specialist classes for specific skill areas if you have a particular treatment or technique you wish to improve on such as cannula work.

Many available courses are CPD certified which means they can count towards your evidence of continued professional development.

If you’re unsure which area you would like to move into then a simple (and free) way to do some market research is to ask your existing client base. Doing this will not only give you the confidence that the need is there but also gives you an element of assurance that you will have the clients needed to make the new services successful – helping offset the training costs.


The aesthetics industry is a very rewarding and lucrative one and, hopefully, armed with this knowledge, you’ll be ready to take the first step towards self-employment and a new future.

To learn more about how the Dr Hennessy Academy can help you on your journey, please don’t hesitate to get in touch.