Building a successful lash business in a small town can be tough. There are a lot fewer people in a smaller community, which makes finding new clients tricky. However, building a loyal clientele in a small town is easier than you think. You just need to know how to market your services in a small-town environment.

Now, it’s important to remember that marketing principles are the same no matter the size of your market. However, you may need to tweak some things here and there to cater to a small-town audience.

Further alterations to your small-town marketing strategy may be necessary depending on whether you are…

A lash artist in a heavily saturated market

Or…

You’re the only lash artist in a not so saturated market

Whatever basket you fall in, you can use the following market strategies to help get the word out about your lash business and start enticing more people to walk through your door.

{If you want to listen to the podcast episode on this topic, click on the player at the top of the post. Alternatively you can watch the video below, or read on…}

Small town marketing VS. big city marketing

Before we get into small-town marketing specifically, let’s review some key differences between marketing a business in a small town compared to a big city.

Big cities tend to have a broader reach because more people live there. There’s also a lot of potential for “large-scale advertising”.

Think about the last time you walked down a city street. Maybe you were enjoying a shopping spree with a few friends, or you were out for the day with your family. How many billboard adverts did you see? How many buses passed you by with the latest box office hit plastered on the side of it?

Big cities are flooded with ads. Some might argue that there’s so many that people end up just ignoring them altogether. Yes, you’ve got more potential for basic exposure in a large city, BUT you won’t make that personal connection with your customer in the same way you would in a small town.

Small towns are all about relationships and local connections.

In big cities, you pass thousands of strangers every day, and nobody ever stops to say hello or start up a conversation.

Businesses in large cities need to focus on instituting themselves as a professional establishment. It’s all about the experience whereas if you run a business in a small town, it’s all about building in-person relationships with your customers.

The big question is…how can you build a clientele in a small town?

Below, I share a few marketing strategies tailored to small-town businesses (but again, you can apply these same marketing principles to virtually ANY business!)

Online strategies – it’s all about social proof

You want to build your online presence locally, and the best way to do that is by focusing on testimonials from existing clients and growing your social proof.

Rather than check websites like Yelp for business reviews, people from a small town are much more likely to seek out recommendations from their friends or family. And in a small town where everybody knows everybody, a great testimonial from a vital member of the local community can go a long way.

Here’s my number one tip for you….

If you have a client who LOVES her new lashes and she sends you a photo of herself about to head out for the night or something, ask for her permission to share the picture and a short testimonial on your social media.

If she agrees, you can share the testimonial on your social channels BUT remember to use her actual name (or username if she has one).

Instead of writing….

“My client sent me this gorgeous pic of her new lashes!”

Write like this:

“Becky sent me this beautiful pic of her new lashes – she LOVES them!”

Highlight your clients personally because when you make your clients the star of the show, it shows that you care about their experience with your business and it also acts as social proof that your client’s connections can see and recognize …soon, you’ll have all of Becky’s friends flooding through your doors!

Be the face of your brand

Remember – this is your lash business. So, you’ve got to be the face of your brand, and you do this by putting your face out there!

By showing your human side, people are much more likely to relate and connect with you.

Don’t worry. You don’t have to plaster huge posters of your face throughout the town to get noticed. All you have to do is share a few personal snaps and videos on social media. The more people in the community see your face, the more they’ll start to identify you as the main lash service provider in town.

If your town is located in a rural area with a tranquil and laidback vibe, it may be the case that lash extensions aren’t often talked about. It’s up to you to make people aware of your services. Let them know that lash extensions aren’t reserved for the rich and famous. The everyday woman deserves to feel beautiful too, and it doesn’t have to cost a fortune either!

If you’re in a heavily saturated market with other lash extension businesses nearby, you have to focus on what makes you different.

How does your lash business differ from the one down the street?

A great way to set yourself apart from the competition is by showing people your personality. Remember, small towns appreciate face-to-face connections, and they do business with those they like and trust. For this reason, you’ve got to show them why they should come to you and not another lash artist. Find what makes you different, and market the hell out of it!

It’s all about having an effective in-person strategy

In small towns, in-person strategies are huge.

People don’t make connections with robots, they build relationships with real people.

You’ve got to get out there and meet people. The more time you spend implementing in-person strategies, the more clients you’ll get for your business.

Support other businesses in the community and see if any would like to collaborate with you. In small towns, multi-level marketing (MLM) is popular, and you can leverage it to help grow your business within the local community. Cross-trading with other local business in a small town can be an effective way of expanding your reach, connecting with new people and raising brand awareness.

If you’re a new business, network as much as possible. If the local college is having a welcome week, set up a booth and put your business in front of people. Maybe the town hosts different events throughout the year – find out what, when and where and then get yourself involved!

I advise placing a more substantial award on in-person referrals. A new client might rave about you to her five closest friends, who’ll then try your services and rave about them to their closest friends and so on. Offer customers rewards such as a percentage-based discount whenever they bring in new clients for you.

Find your niche

Developing personal relationships with members of the community is so important when you run a small-town business.

But how can you make your lash business stand out when you’re in a saturated market?

The answer is to find your niche.

If there’s a lot of lash extension companies in your area and few actual customers, you need to find out what it is that makes you different and broadcast it to the world. It could be something simple like your convenient location or the fact you’ve got great parking for clients. Or, it could be something entirely different. Maybe you offer additional services on top of lashes?

Find what makes you unique in the lash community and focus on it!

You can niche down even further when you become the go-to lash artist for a small group within the community. Perhaps you’ve provided services to all of the PTA members for a discounted price. Then, you can advertise that on your website, marketing materials or social media and, in turn, the other moms at school see that the PTA members all loved your services and that acts as great social proof.

Before you know it, you’ve got a fully booked schedule and a bunch of new clients!

Want to find out more about marketing your lash business and building a clientele? I teach in-depth marketing strategies within my group coaching program, The Lashpreneur Society. Registration opens up for new members a few times a year, so you’ll want to sign up for our waitlist at thelashpreneur.com/society to be the first in line to know when doors open again!

Have a Good One!

Tara Walsh

The Lashpreneur