Melbourne-based personal stylist Caitlin Marwaha shares some of the marketing tactics she adopted to promote her incredibly successful styling membership in our latest podcast episode.
Caitlin has spent 7 years building her now 6-figure styling business, and recently launched CM Style Squad, a personal styling subscription service.
Wanting to shift from one on one services to a ‘one-to-many’ business model, Caitlin needed to create a group offering that provided the same solutions to her niche client’s problems, but in a scalable way.
What You’ll Learn
We’ve summarized some of the key takeaways from the episode, so you can successfully promote your styling membership online.
Time needed: 1 minute
4 Tactics To Promote Your Styling Membership
- Understand Your Niche Client
If you understand the specific, niche problems your ideal client has, you can ensure your membership offers the perfect solution. Use keywords you know your niche client is using to search for help on Google, and add them to your content, website pages and membership resources.
- Launch to a Warm Audience
Promote your styling membership or subscription to your existing social media followers and email subscribers, because these people have already started a relationship with you. It’s faster and cheaper to convert existing clients and audience members into members compared to completely new people, so don’t start advertising straight away!
- Understand What They Really Want
For Caitlin, the draw card for her membership was the community element, but for other memberships, it might be the exclusive content, discounts or special events you offer. If you know what your members really value, you can use those answers in all your marketing content including blogs, posts, videos and ads.
- Use a Combination of Marketing Platforms
To promote her styling membership, Caitlin used a combination of marketing platforms including Instagram, IGTV, Facebook Ads, emails and group networking. You’ll need a blend of various tools to ensure you reach your ideal members and convert them. Our Stylist Marketing Funnel guides you through the creation of this content easily!
Ready to Promote Your Personal Styling Membership?
In conclusion, if you want to effectively launch your own styling subscription or membership service, you’ll need a marketing and content plan that ensures you have the right content, for the right platform, at the right time.
Our Ultimate Stylist Marketing Funnel helps you plan all of this content AND it will help you stand out online to a niche client.
Head over here to read more!
[00:00:17] Caitlin explains her current launch period and her styling experience to date, along with and the decision to start running an online styling group program.
[00:03:28] Recurring revenue for stylists verses the unpredictable nature of client appointments. Launching to a warm audience on social media.
00:04:51] How Covid impacted the messaging and value of a styling membership; it’s about community. “It’s one hundred percent the community element that keeps the women there.”
[00:05:48] Why Caitlin’s styling community is the perfect example of why Imposter Syndrome shouldn’t be an issue, nor stop you from building your styling business. “It’s not the service itself, it’s how that service makes you feel” .
[00:07:03] Why there is room for every stylist. Clients will find their own tribe.
Promote Your Personal Styling Membership
[00:09:00] Whether to promote the tangible styling results of a membership or the community experience. The marketing messages that work. Exclusivity and the social proof.
[00:10:00] The Style Quad Niche Client
[00:11:26] What clients want and how they want their styling problems solved; Group or one on one.
Converting Clients With Marketing Tactics
[00:12:00] How long it really takes for someone to become a styling client
[00:14:06] Growing her community on Instagram, paid marketing (Facebook ads) and networks.
[00:16:00] Committing to consistent marketing content.
[00:16:27] The struggle with getting that balance between how much value do you share online and how much do you keep for your paid clients.
[00:17:27] Blogging vs Social Media to attract styling clients
[00:19:05] The metrics or data Caitlin looks at to determine whether the marketing content was effective.
[00:23:04] Setting realistic expectations when building a styling business.
[00:24:30] Why styling business success doesn’t happen overnight.
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