Offline and online marketing in brow business

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1. Background

We've analyzed data from 82 artists specializing in Powder Brows, Hairstrokes and microblading across various U.S. and European regions. We aimed to determine the role of offline marketing and "word of mouth" in acquiring and converting customers. Interestingly, the results varied widely. In some regions, the impact of "word of mouth" was as low as 9%, while in others it soared to over 72%.

Avoiding the Phrase "It Depends"

You might be tempted to say the importance of offline marketing and "word of mouth" really "depends" on several factors, making it hard to draw any concrete conclusions. However, that's not the case. There are actionable insights to glean from this data. Let's begin by discussing where the influence of "word of mouth" is more potent and where it's less significant.

2. Word of mouth and population

Importance in Less-Populated Regions

It might sound surprising, but "word of mouth" is more crucial in regions with lower population density. What does this mean? But, in areas where fewer people live, such as rural locations, the power of "word of mouth" is greater. This isn't just about the mindset of the target audience. It's also because artists specializing in Powder Brows, Hairstrokes, or microblading are better known locally.

This isn't unique to the beauty industry; it's a broader trend. Even though the ratio of artists to potential customers stays consistent, service providers are more well-known in smaller communities. Another contributing factor is the weight people give to personal recommendations. Potential customers often feel less informed about Powder Brows, Hairstrokes, and microblading in less populated areas. Therefore, they highly value advice from friends, viewing it as competent and reliable.

Lower Importance in More Populated Regions

Contrary to what you might think, "word of mouth" holds less sway in densely populated areas like big cities. One could assume that more social interactions would amplify the influence of "word of mouth." Yet, the opposite is true. Three main factors contribute to this trend. First, the sheer number of artists means fewer are known to potential customers without additional research. Second, people in these areas often believe they are well-informed and don't need others' input. Finally, the preference for online search over personal recommendations is much stronger, as people actively seek out the "best artists" online rather than asking friends or family.

3. Practical Approach

The Three Essential Questions

Cultural factors also influence the effectiveness of "word of mouth." It's a continuous scale; there's no sudden point where its importance dramatically shifts. So, as an artist in Powder Brows, Hairstrokes or microblading, it's crucial to ask each new customer three important questions consistently:

"Why are you here?" This question digs into why someone is generally interested in semi-permanent makeup. It could also be phrased as, "Why did you choose to get Powder Brows, Hairstrokes (or microblading)?"
"How did you find me?" This addresses the actual methods people used to discover you. It will show whether they found you through a Google search with buying intent or, for example, heard about you from a friend and then checked out your Instagram.
"Why did you choose to come to me?" This question is vital because it helps you understand what sets you apart as an artist. It allows you to identify any unique factors that drew the customer to you.

Many experienced artists allocate extra time—around 5 minutes—for each procedure to discuss these questions. They also place great importance on gathering, documenting, and analyzing the responses.Being Specific is Crucial

We've talked about probing further if a client gives an initial answer. For example, you'll need to dig deeper if someone says she learned about you from a friend. Ask questions like, "Which friend?", "When did you hear about me?" and "How did the conversation come up?" You'll want to find out who initiated the talk. Was it the friend who mentioned you, or did the client ask about you? What sparked her interest? How long has she considered getting her brows done before finally opting for semi-permanent eyebrows?

Understanding these details is crucial for grasping how and when the buying intent forms.

Some Data Analysis is Always Beneficial

After these post-procedure "interviews," it's essential to record this information. Even jotting it down in a Google Docs file or your phone's notes will do. Having a centralized place for this data means you can easily analyze it later without searching every time.

Strategies Adjusted to Customer Feedback

Depending on where your service is located, customer feedback will differ significantly. If you notice a trend—say, people mainly discover you through social media platforms (like Instagram, Facebook, TikTok) or Google searches—and you operate in a densely populated city, it's clear you need to focus more on digital advertising.

On the other hand, if most customers mention "friends and family" or say they got the idea for semi-permanent pigmentation from someone else, and you're in a less populated area, take this as a sign. Don't underestimate the value of offline marketing in your region.

While technology advances rapidly, many younger artists often overlook the importance of offline marketing. Our research shows that the key factor isn't so much the age of the customer demographic as it is the geographic location where the service is provided.

Creating Effective Offline Strategy

When crafting a strong offline strategy, you, as an artist, shouldn't shy away from developing a straightforward referral program. So, what does this mean? Simply, it's about setting up a clear system that rewards people for sending clients your way. Let's break down some specific examples:

4. The "2 + 1" System

This popular model rewards someone who refers two clients to you with a free procedure of their choice. You might think, "I'm working for free? That's crazy!" But hear me out. Many seasoned Powder Brows, Hairstrokes, and microblading artists vouch for its effectiveness. The actual cost of the procedure to you, the artist, is relatively low. Plus, this approach often pays off in the long run. Some artists have even started their careers with an even more aggressive "1+1" deal, and we haven't heard anyone regretting it.

Reward-Based Gift Cards

Early in their careers, artists often underestimate the power of motivating existing customers to make referrals. While simple approaches work well, you can be more creative without getting too complex. One effective method is issuing numbered gift cards that offer, for example, a 25% discount on future brow procedures. The customer can then give this card to anyone they wish. To add a twist, tell the customer that if the new client comes in with this card, they'll get a cash reward equal to roughly 25% of the service price. But here's the kicker: You can tell the customer that sometimes the original card-giver allows the new client to keep both discounts, leading to a 50% off for the new client.

You may think, "You want me to work for half the price? That's crazy!" It's a valid concern, but many artists set their service prices slightly above the market average. This allows room for such promotional strategies. If you find yourself overwhelmed with clients, you can vary the discount on the gift cards—some at 15%, others at 20%. And if you have a long waiting list, you might even offer cards with a 10% discount.

5. Targeting Decacorns

We've discussed "unicorns" before—those influencers with over 30,000 followers who match your target audience and have less-than-perfect eyebrows. Now, let's discuss "Decacorns" in the context of offline marketing. So, who are these Decacorns in the brow business? They are owners of salons and beauty service providers who offer complementary services but aren't your competitors. Think of nail technicians, hairdressers, or eyelash extension artists.

Why target Decacorns?

Well, they're like gold mines for offline marketing. These professionals interact with potential clients for your Powder Brows, Hairstrokes, or microblading services daily. And trust me, people ask them, "Wow, your eyebrows look amazing! Who did them?"

So, if you're new to the Powder Brows, Hairstrokes, or microblading scene and want to break into the local market or expand your customer base through offline marketing, reach out to these Decacorns. Offer them free Powder Brows, Hairstrokes, microblading procedures, and free retouches. Doing so lets you tap into a stream of potential clients who already trust Decacorn's opinion.

Using Your Brow Brand to Make Affiliate Offers More Accessible

Many artists point out that based on the region, customer age, or cultural background, offering gift cards or promoting a "kick-back" system can sometimes feel too intrusive or pushy. This is where having a dedicated "Brow Brand" can come in handy. If you've already established a brand for your brow services—let's call it "X Brows," as we've discussed in previous articles—you can use that brand as a third-party entity to introduce affiliate offers.

Instead of saying, "I have a special offer you might be interested in," you can frame it as, "By the way, X Brows has a current campaign that many find valuable. Here's the deal..." Doing this makes the offer less direct and more like information about an opportunity. For more information on setting up such brands, refer to our articles about using systems like brandsnap.ai.

Building an Effective Online Strategy

If most clients search online for a brow artist, it's crucial to know that many start with Google. Yet, many artists overlook three things that could boost their online strategy.

6. Register on Google My Business

This is a basic but vital step. Setting up a Google My Business profile literally puts you on the map. It helps you show up in local searches for brow artists. If you skip this easy step, you're at a disadvantage. How can you do it?

Step 1: Sign in to Google: If you have a Gmail account, you already have a Google account. If not, sign up for one; it's free and easy.
Step 2: Visit Google My Business: Sign in and go to www.google.com/business. Click on "Manage Now." This takes you to a form where you enter your basic business information.
Step 3: Fill in Details: Provide essential information like your business name, type, address, delivery area (if you offer this), contact info, and your website if you have one. Quick Tip: Having a website acts like an online storefront, attracting more customers.
Step 4: Verify Your Business: Once the form is complete, you'll be given various methods to verify your business, ensuring you're the real owner. You could choose from: Postcard, Phone or text, Email, Video, Live video call, Instant verification.
Step 5: Complete Verification: Pick what's easiest for you. If you go for "Postcard," Google will send you a unique code. Enter that code through the link provided to complete your registration.

Taking a few minutes to do this can significantly boost your online visibility. It also makes it easier for potential customers to find you. Don't skip this; your stronger online presence starts here.

7. Creating a Website

It is Easier Than You Think

Creating a website might seem like a big task, but it's actually not. Most artists already have all the content they need. It's usually in the form of posts made on Facebook or Instagram. Set up an account on platforms like Squarespace, Wix, or WordPress. Then, copy your existing content there.

It's important to know that big platforms like Google and Meta prefer to keep users on their "own turf." If you can attract new customers from Google searches by just using old Facebook posts, think again. You're more likely to get contacts if you repurpose that content. Turn it into an article with subheadings and add it to your website.

Many artists don't realize they've already created about 95% of the necessary website content. They just haven't formatted it to allow for better online ranking. You can tap into a larger customer base, making your business more visible and attractive.Target Local Customers: Less is More

If you have a website, ensure its content focuses on local customers. This isn't just about saying you're local; it's about proving it. Clearly display your business location, contact info, and even an integrated Google map. This removes all doubt that you're the go-to local brow business.

Also, tailor your website content to what local people are searching for. While it's good to have lots of info on Powder Brows, Hairstrokes and microblading, also focus on specific local issues. Write articles with titles like "The Best Powder Brows (or Hairstrokes) in [Your Location]," "Top Microblading Artists in [Your Location]," and "Cost of Powder Brows (or Hairstrokes) in [Your Location]." These articles complement your content and help you stand out in local searches.

Is this the magic solution for endless customers? Definitely not. But it's a solid first step. It's about taking action rather than "aggressively waiting" or wasting time scrolling aimlessly online.

8. Conclusions

Offline Marketing's RoleOffline marketing still holds value, but its importance varies depending on location. In less populated areas, people usually know local artists and rely more on personal recommendations than search engines. They also tend to trust advice more because they rate their knowledge lower. In more populated regions, the trend reverses. Spend 5-10 minutes each session asking your clients how they found you, why they chose you, and why they opted for the procedure. This will give you insights into your local market.

Strategies for Offline MarketingConsider special offers for existing clients, like free additional procedures with their bookings. An "affiliate marketing gift card system" is also a good motivator. The gift card owner receives multiple discounts, encouraging them to return for more procedures. Another valuable tactic is partnering with local beauty service providers who aren't your competitors, referred to here as "Decacords"—even better than unicorns. Offering them free Powder Brows, Hairstrokes, or Microblading sessions can be a mutually beneficial relationship.

Online StrategiesTo attract customers via Google search, create a Google business profile and convert your social media posts into articles for your website. Adding articles focused on “The Best Powder Brows or Hairstrokes in [Your Location]” can enhance your visibility. Instead of spreading your content too thin over a wide range of topics, focus on local queries to make a bigger impact.