August 18, 2025 • 49 mins
Beauty Marketing Expert @heyketsia shares why we need to refocus our thoughts on social media. We dive into the necessary actions to make social media more effective for your business, as well as the types of content needed to build your clientele. HINT: it's not all supposed to go viral!
This Week's Topics:
• Understanding the Beauty Professional's Profile
• Marketing Strategies for Beauty Professionals
• Building Comfort and Authenticity on Social Media
• The Importance of Consistency in Content Creation
• Understanding Different Types of Content for Engagement
• Automating Communication and Building Relationships
• Effective Customer Relationship Management Tools
• Leveraging Giveaways for Client Acquisition
• Building a Portfolio with Models
• Positioning Your Content for Premium Services
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hi Katya, how are you?
Doing good, and you?
I'm doing great, thanks.
So this is a cool episode.
It hasn't happened yet, but I already know it's cool because you're a marketing expert forbeauty professionals.
And so a little bit of a change in the type of guests that we have this week.
And I'm super excited to have this conversation.
(00:21):
I guess you refer to yourself as a social media expert for beauty professionals.
Why don't I first ask you, how did you decide to be?
becomes such a thing.
Why uh marketing and why beauty?
Okay, yes, of course.
I've always had a passion for social media in general.
(00:43):
So the moment that Instagram became a thing, I was probably one of the first ones onthere.
I was always like watching YouTube when I was younger, watching the makeup tutorial, hairtutorial, all the things.
And so it's always been part of my life.
So as I went through school and everything, I knew that I really wanted to figure out away to make it
(01:07):
part of my career.
And so it's kind of a funny story.
I actually started in the dental field.
So the moment that I was able to work, uh my mom is a dental hygienist.
So she was like, you're going to be working in the dental clinic with me.
So I started in the dental clinic, worked my way up.
(01:27):
uh And I was like, it's really difficult because how do I bridge the gap between dentaland marketing?
especially because in university I was studying something totally different.
I was actually studying East Asian studies, so focusing on everything China, and I wasstudying economics.
(01:50):
So how do you bridge the gap between that and marketing?
But I knew that marketing was what I was destined to do, so I was like, okay, if there isone way to make it work, it would be like a perfect work uh position.
in a company where maybe I could bridge the gap between the dental and the marketing andall out of random, this random position open, it was for dental marketing in a corporate
(02:18):
world and it was like destined for me.
So it was really cool because I got to apply everything that I learned and I just jumpedright in.
The moment that I started in marketing, I was like, I wanna be a sponge, just teach meeverything you can.
And so that's how I started in marketing.
So I did a couple months, it was a small contract in that company in marketing.
(02:43):
And then once I was done with my contract, I was craving for more.
So I actually transitioned to an agency role and the agency, it was a marketing agency.
And then that agency, we worked with a lot of different beauty brands, probably brandsthat you guys are using as professionals as well.
(03:03):
em And I got to, you know, be really in contact with the beauty world and it kind ofsolidified the idea of like, my God, if I could do this full time, blending the beauty
world, blending marketing, that would be a dream for me.
And so as I was working through my years, years, sorry, as I was working through my yearsin the marketing agency,
(03:26):
um I really was trying to just again be a sponge every time we were able to be in contactwith the beauty different businesses.
I really wanted to learn more, understand what's happening behind the scenes and I thinkthat's really what allowed me to position myself differently in the marketing game because
(03:46):
I just wanted to understand more and make it kind of my expertise.
So after I finished at the agency I did
maybe six or seven years in the marketing agency, I decided to fly on my own.
And uh at first I was actually working with various industries, but always had someclients in the beauty industry.
(04:10):
But my best results were always with the beauty industry.
And that's just because I connected the best with that industry.
I really enjoyed seeing the professionals showing their work, being in their flow and intheir passion.
and then they're in their element.
And after a couple of months, I was like, okay, that's it.
I'm focusing only on the beauty industry.
(04:32):
And ever since I made that decision, it went up from there.
Oh, very cool.
Very cool.
It makes a lot of sense.
Okay, so in thinking about how this conversation, how I was going to lead theconversation, I think I settled on, you know, let's identify the profile of a beauty
(04:54):
professional and then I can throw it to you on how you think about how this professionalcan improve their business.
Okay.
Sure, yes.
And then we'll go from there.
So let's imagine Sally, let's call her Sally.
She's a 15 year hairdresser.
(05:14):
She has a decent book of clients.
ah But her income has been a little stagnant, if not kind of falling a little bit becausefor last two years, maybe her clients have been pushing out their appointments a little
bit.
You know, she's got some no shows.
Maybe some clients have
(05:35):
kind of ghosted, you know, they were longtime clients of hers, five, 10 years, and thenall of a sudden they're just not responding to her.
They're not rebooking clients.
And she hasn't done a great job of marketing herself to backfill those openings in herschedule.
Okay.
So she's, she kind of feels a little bit ill equipped to, to know what changes to make.
(06:04):
in her marketing because she kind of was comfortable, you know, five years ago, let's callit.
And so she's feeling a little helpless now.
So that's Sally and there's a lot of Sally's out there.
So what would you say to Sally?
Well, first of all, mean, Sally, could Sally hire you?
(06:29):
Is that how you kind of structure, you know, your business?
she can hire you as an expert.
Yes, she could definitely do that.
But before we do that, we need to make sure that Sally is ready to make some changes toher approach and to her business.
Because whenever we become stagnant, it's because again, we're too comfortable and wehaven't either kept up with the trends or we haven't made the changes to ensure that we're
(06:56):
still top of mind with our ideal clients.
People who are looking for those specific hairstylists and different experts, maybe forcurls and stuff.
This means that from the get-go the person needs to be sure that they're ready and willingto make those changes.
Because maybe that means that you're gonna step out of your comfort zone.
Maybe that means that at first you were a little bit shy in front of the camera but you'regonna have to make those changes if you want to have different results.
(07:23):
So that would be the first thing that I would do.
But let's say...
Sally's like, Ketsia, absolutely, I'm ready.
And I love that because it starts with really good mindset.
So if she's ready to go, I'm ready to go too.
I want to support.
So the first thing that we would do is to audit, right?
(07:43):
Look at what she's been doing so far.
Maybe she has been doing some work and she doesn't feel like it's been working, but maybeit's just that she's not doing enough.
Is that she's marketing to the wrong audience?
Or is it that she just needs a little bit of support and system or maybe even delegatingcompletely?
(08:04):
So just figuring out what is the perfect recipe for her so that it's sustainable and it'sgoing to allow her to be to be generating like a predictable income in the future.
So that's one thing that we would do.
em And so once we have her audit, of course, it's figuring out what are her best ways topromote her services.
(08:25):
there is a lot of there's a big misconception Social media can solve everything butactually social media is just a way to generate traffic to your business That means we're
bringing the eyes to your page to your website to your booking link But if and at anypoint there is something that
(08:48):
could break the trust of a potential client, even if we're doing all the right thing onsocial media, even if you're posting a lot, maybe people will not book.
So we need to figure out one.
Is your business branding themselves really well?
So are you showcasing the premium aspect of your service, your expertise, the work thatyou've done properly?
(09:11):
Then figuring out if in terms of your booking funnel, are every step of the way veryclear?
Because again, if at any point it's unclear what the next step is, people will just dropoff.
People are lazy a little bit.
So we need to make it as easy as possible for them.
And so if, another thing is just that making sure people can trust you properly from everystep of the way, that means on social media, let's say we take the most beautiful photos,
(09:44):
but if...
When they go on your website, the website is not up to par at the same standard of qualityor even like if they come to your salon and what they see visually in the salon doesn't
match what we showed on social media, that can break the trust.
So the goal is to maintain that trust from point A to Z, right?
(10:06):
Yes.
different platforms.
Yes, consistency is going to be very important.
And so that's why when I'm saying social media doesn't solve everything, it's just thewater that is flowing through the river.
But we want to make sure that everything else is good to go.
So that that would be my next step.
Just making sure that we have everything in place, that you are ready to um pick up thephone and answer the DMs or even making sure that the bookings are coming in properly and
(10:34):
that all the information you need is there.
Because once the traffic
hits your website or your booking link you need to be ready and you know it's gonna govery fast em and we don't want to do work for nothing
because if we have, let's say a video that goes really well and then people go to yourpage and again, if it doesn't work properly, because I've seen this before, I've seen
(10:58):
beauty professionals where they had some really beautiful videos and then I went on theirwebsite, it says like book an appointment and I tried to click and the button doesn't
work.
So just that, like simple things like that that you wouldn't even think about can hinderthe amount of bookings that you're getting.
So once you've audited all of this and you've made sure that everything is workingproperly through your funnel, then we can talk about social media.
(11:32):
And also, keep in mind that social media is not always the answer to every singlebusiness.
uh I recently went to a conference.
It was in another industry but parallel, very similar, where the person, was, I think shewas, she had 30 years of experience in the beauty industry and she was like, I never
(11:55):
promote on social media.
I literally do not use social media and I'm fully booked and I consistently have peoplesending us messages or calling us to book.
So again, making sure that you, your business
matches that type of uh marketing strategy will be important.
(12:20):
And while we're on that topic, matching who you're trying to reach is going to beimportant.
So if you're trying to reach a specific...
um
generation of people, let's say millennials, who are often on TikTok or often onInstagram, so maybe those platforms are going to be very good.
(12:41):
But if you're trying to reach an older demographic, maybe considering Facebook would beeven better.
So just trying to match that and seeing what works for the clientele that you're trying toattract.
Okay, so are we still on that topic?
Are we still kind of of the opinion that Facebook is older, Instagram's kind of middle andTikTok's younger?
(13:07):
I would say in general, yes, that is the case.
Nowadays, we're seeing a lot of blending of the platforms just because you might havenoticed on Instagram, you're able to cross post on multiple platforms.
If you're posting a reel, you can post it on Facebook reels at the same time and even onthreads.
that's why I'm saying it's not like a perfect, no, okay, if you're just trying to reach.
(13:32):
Gen X, it's only Facebook.
That's not the case.
But at the same time, if you know exactly who is your ideal client, who your ideal clientis, it's Julie, she's this age, she's using a lot Facebook to do some research and she's
on Facebook groups, she's looking for opinions, then it makes sense that your business isalso going to be on Facebook, right?
(13:56):
Okay, so with the question of platforms, when we're talking about Sally, who has been, shehas a Facebook account, she hasn't been there in three years.
She has an Instagram that she kind of reluctantly posts on about once every three weeks,four weeks, something like that.
(14:21):
She doesn't have a TikTok.
What do you advise
her to do.
um Let's say she, you know, she kind of shoots down the middle with a 20 something to mid50s year old ideal client.
Let's say, um do you recommend that she start a TikTok account?
(14:48):
a very good question.
The thing is, TikTok
can be, especially when we're talking about video content, it can be very labor intensive.
So we need to keep that in mind when we're selecting the type of platform and the type ofcontent that we're going to meet.
So if Sally has never posted on Instagram and barely on Facebook, I would be like a littlebit reluctant depending on what route she wants to take.
(15:14):
Does she want to completely delegate content creation?
Then maybe yes, we could do TikTok.
But if she's willing or she's looking to do it,
herself, she wants to learn, then we need to make the goal a little bit smaller becausethe name of the game is consistency.
If I tell Sally to start filming a full consultation from A to Z with her client and thengo behind the scenes and show her mixing the colors together, she's gonna be overwhelmed
(15:43):
because when you're actually filming like a consultation and like appointment, you end upwith so much content.
Like when I do content
content days with my clients.
I have like, but that's me, I have multiple cameras with me, but even if I only have onecamera, I'm trying to film as much as possible.
(16:04):
So filtering through the content is going to be a lot and it can be very discouraging.
There are methods of like simplifying this process by the way.
It's not that it cannot be done, but it's just that if you've never done it before,
you're aiming like for something very complicated when really maybe it's going forsomething that is a little bit simpler before and after videos for example going for
(16:30):
trendy uh trends on instagram or on facebook uh things that are a lot easier to edit andnot as energy intensive let's say energy consuming
Right.
Okay, are you of the opinion that you can reuse content on the different platforms?
(16:55):
Okay, yes.
So, reusing content, I typically will say yes and no.
Because if you want to have the best em results, the opinion will be no.
Just because if you...
The way that you're going to talk to people on TikTok versus on Facebook versus onInstagram is going to be very different.
(17:19):
Instagram is going to be very...
high quality, maybe high production content, things that are very beautiful and not ascasual as on TikTok.
So TikTok is a lot more like, hey, down to earth, maybe you can just grab the camera andstart talking right away.
It's a lot easier in terms of like delivering the message.
(17:44):
So that's why I would say cross posting, yes and no.
If you have not a lot of time on your hand, you want to start getting more active onsocial media, then you can definitely cross post.
Just know that the results will vary from one platform to the other because the content isnot adapted to the platform that you're posting on.
(18:07):
And so my recommendation is if your ideal client is mainly on Instagram, the content thatyou are going to create should be catered to Instagram first and then you can repost
on Facebook and then on TikTok.
But based on my experience and what I've seen with clients, when we're doing that, most ofthe time the results, you'll see a platform overperform the other ones.
(18:32):
Okay, so back to Sally, our example.
um So let's say that uh she's not fully comfortable uh having the camera on her and sheknows she needs to get better.
(18:55):
um How are you going to get her to be more comfortable and what are you recommending?
you know, she do as far as, you know, frequency and type of post.
Okay, so the first part, the first part is being comfortable in front of the camera.
The reality is your first video is going to suck.
(19:16):
You just have to get comfortable with that idea.
Nobody becomes really good in front of the camera just like that.
And whatever you're seeing on Instagram that is performing really well,
Just know that that is the survivor bias, which means that you're seeing the bestperforming content from those people, but you're not seeing all the work that they've done
before that actually absolutely sucked, maybe.
(19:41):
Because most of the time, the best performing videos, there might be like hundreds ofvideos beforehand that were not that good.
But they were willing to be comfortable with the fact that
they're not going to be perfect from the get-go and they're willing to learn and grow.
So that's why I was saying it's very important from the get-go when you say I want tostart using social media to grow my business, you know that you're going to be like
(20:10):
getting out of your comfort zone.
It's not going to be super fun from the beginning but it's something that you'll learn toimprove and you'll be able to talk in front of the camera lot better but you just have to
do it.
And then in terms of people who tell, because I've seen this too, like I have some, I'vehad some conversations with people who would tell me like, I want you to do social media
(20:36):
for me, I want you to help me, but I'm not willing to be in front of the camera.
The biggest thing to know in the beauty industry is that people connect with people.
Yes, you can create the most beautiful haircut and the most beautiful balayage ever, butthe reality is people will choose you and come back to you.
(21:00):
The coming back is the most important part because of who you are most of the time.
There are so many awesome hairstylists and awesome hair salons out there and a lot of themhave very similar results.
But who you are, your personality, how you show up and how you cater to your clients isgoing to make you different from your competitor.
(21:23):
So that's why when I'm saying if you're not willing to show up in front of the camerathat's going to be very challenging because if you look at your competitor maybe they are
already doing that.
So why wouldn't you try?
You should want to show up in front of the camera, show your personality, show the behindthe scenes, show what a consultation looks like with you so that people understand what
(21:49):
type of appointment they can expect from you.
Absolutely.
This has been something that is talked about sometimes but probably not enough and I knowpeople kind of obsess about the technical perfection of their skills and certainly you
(22:09):
need to have a certain basis of technical skill of course to give the service but whatkeeps somebody coming back the most is the personality.
you as a person and and by the way this is your most defensible asset as a beautyprofessional as a service provider is who you are personally.
(22:33):
Nobody can be you.
This is what makes you unique.
So you want to showcase this through the lens.
It's going to be your the best way to sell your services and get people to come back.
Because imagine if you have a really terrible personality.
You do the most beautiful hair results, right?
(22:53):
You give the person the most beautiful haircut, but then you're really not pleasant to bearound.
They won't come back.
and you cannot build a business based on that.
You want people to come back so you can have more predictable income.
Okay, so back to Sally.
So you're encouraging her to post more often on uh Instagram.
(23:18):
Do you have a specific number of posts that you're recommending to your clients likeSally?
Yes, in terms of numbers of posts, you'll see online, you'll see so many differentrecommendations.
You'll have some beauty or some marketing gurus who are going to tell you, you need topost three times a day because the more you post, the more you're going to go viral.
(23:44):
And you'll have some people tell you, no, you need to post like once a day.
You need to twice a week.
For me, what I recommend is always whatever you're able to maintain.
I would not go less than three times a week.
I've gotten really good results from my clients with only three times a week because thecontent is of really good quality.
(24:09):
We're able to do that work behind the scenes to make sure that we're hitting the mark sothat when people are looking at the content, they connect and they want to reach out.
But I wouldn't do anything less than three times a week.
The reason why is at the beginning, especially if you haven't been posting, the goal is tofigure out your perfect formula for your business.
business.
(24:30):
You might look at the competitor and see what they're posting and you're like, I'm goingto just copy exactly what they've done.
But again, your personality, the way that you're offering your service is so different.
Posting three times a week is the bare minimum to figure out your perfect formula for yourcontent.
At the beginning, when we're starting to post, we're trying to see what format of contentour audience connects with the most.
(24:53):
Is it a uh hair consultation?
Is it a before and after?
Is it just the trends on Instagram?
Just trying to figure out what do people enjoy the most.
And so if you're posting less than three times a week, we are not collecting enough data.
And I know it's a little bit like,
when we start talking about data people are like my god but really it's just trying tofigure out what are the outliers in terms of content from what you've been posting so if
(25:21):
you post less than three times a week we're not gonna get enough data to figure out whatis working well so that's why I always say
three times a week is really perfect because you get into a routine of creating content,you're able to maybe time block it in your schedule and you know, okay, on Monday morning,
I'm gonna film three videos and that's gonna be what I'm gonna do this week.
(25:45):
And then you get in the flow, it's part of your routine, you're learning, you're growingpains and you're improving.
It's enough to have, to have like,
proper improvement and indication of what is going to work.
If you want to do more uh than three times a week, by any means, go ahead, but just knowthat the workload does increase if you're doing it on your own.
(26:14):
This means, and this is probably what people underestimate, it's finding the ideas foryour content, figuring out where you're going to film it.
Do you need a model maybe or a client who's willing to be in front of the camera to filmit?
You need to give yourself the tools to succeed.
Because the name of the game, as I said, is consistency.
(26:35):
You can't be posting...
five times a week for two weeks and then you stop and stay silent and I can almostguarantee that a lot of people listening probably tried it out and then they they quit
midway and they never posted right again.
So that's why I'm saying give yourself the give yourself the tool to actually stayconsistent.
(27:00):
Some of my favorite ways of doing this is first doing content days that means maybe youhave one
two models that are coming in, you know exactly what type of service you're going to offerthem, you know exactly the type of content you need to film, you have your checklist ready
and you're just going through the motion, you have your content for the month maybe justwith that.
(27:22):
The other thing that I love to do is build yourself a content bank.
What I mean by content bank is just having
bunch of content that maybe don't necessarily serve a purpose just yet, but they showcaseyour work really well.
And then maybe one day there's going to be a trend that comes out on Instagram and you'regoing to you're going to be like, wow, I have the perfect video exactly for this trend so
(27:46):
I can recycle my content.
And by the way, don't be shy, recycle your content.
This means even if it's maybe something that is maybe one year old, but if it still looksgood and it still represents
your work properly, reuse it.
Reuse the content, just change the audio, re-edit it and post it again.
(28:09):
A lot of times people will never realize that you've posted it once before and just knowthat you're gonna get a lot of new eyes on your page that have never seen your work
before.
So why not recycle that content?
So on the weeks where you're like, my god, no, okay, this week I have no time to film,what am I gonna post?
You can fall back on those options and just maintain your page active.
(28:31):
.
Absolutely.
Okay, so when we're talking about posts and we're still talking about Sally and Instagramis the best platform for Sally.
She doesn't have a tremendous amount of time.
So we're kind of focusing on Instagram.
Ideally, if she can keep it up three days a week with posting, let's talk about what kindof posting because Instagram of course has reels and it has stories.
(28:58):
It's got this, it's got that, it's got a picture.
You you could just post a picture.
So when you say post, what are you recommending to Sally these days?
Yes.
Okay, this is the part that I love the most.
Not every post that you're going to share on your page is meant to go viral.
(29:18):
that's if there's one thing that you need to remember from this episode is this.
The reason why is there are different stages where people are at when they're making adecision on whether or not they want to come and see you.
So maybe the first stage is they don't even know that they need a haircut or they don'tknow that there's this new trend, this new color that is coming out for hair colors.
(29:44):
And so it's just being aware of the options.
So this is like top of funnel.
When we say top of funnel, it means like people are not aware of their needs just yet.
They don't even know that your brand exists or your business exists.
So we want to just be in front of them.
This is where we're going to post trends, trending audios, very short and funny, relatablecontent.
(30:07):
We're not even talking about your service just yet.
We're just trying to build connection and make people relate.
Then once they see this typically they're going to either go to your page see more of yourcontent Maybe they're going to follow you maybe they're going to like and they're going to
consume more content So then you have the middle of funnel content This is content wherepeople have already said that they are a little bit interested in your business.
(30:32):
They're looking to learn more So maybe we're going to try to answer some questions thatthey have like oh I've noticed that my my ends are a little bit frizzy.
What can I do?
Should I get a haircut?
I'm scared of cutting my hair so we're trying to answer those questions and this is whereconsultations are awesome because again this is where you're able to show the expertise so
(30:54):
that you know what you're talking about and when people are seeing those consultationvideos they're like my god this person who is in the chair she's exactly like me so you're
kind of mirroring right with the consultations and then the final type of content which isthe bottom of funnel content this is where
people have decided, okay, I know that I need my haircut, I want my hair done.
(31:18):
I know that this person has the expertise and the knowledge to get the results that Iwant.
I just need that extra push to book my appointment.
So this is where we're going to do more promotional content.
This is like, okay, book your next appointment.
We have this new promotion going on or we're offering this new service, come in.
And we're really trying to get people to the next stage, uh next point in the customerjourney.
(31:43):
which is either to DM you, maybe it's to call you, or even go to your website and book anappointment.
So that's why I'm saying not every step is going to go viral because the reality is you'renot meant for everyone.
Not everyone who is going to see your trending video that maybe went viral is the perfectclient for you.
(32:04):
So we're filtering down who is going to consume the content so that at the end, whoever islooking at your promotional
content is the perfect ideal client for you, the most likely to go to your website andbook an appointment.
Mm-hmm.
Got it.
Got it.
Are there any kind of...
(32:26):
um I hate to use the word hacks, but are there any...
um
Are there any ways to kind of automate any aspects of DM communication or anything likethat?
There are, yes, there are really awesome ways to automate.
(32:47):
um One of the best ways you could do it, you can actually do it through meta business.
If, for example, you've decided to run some ads, you can automate the conversation there.
If not, you can use ManyChat.
I know this is one of the most popular platforms that people use to uh automateconversations.
And you've probably seen it when you're scrolling on Instagram.
(33:09):
You've not noticed that it's at ManyChat, but when people say,
comment the word, book an appointment and I'm gonna send you a link or I'll DM you andthen you see everyone in the comments saying the same word.
This is typically a sign that there is an automation going on and how you can integratethis in your business you can always do for example either if there's like a special
(33:33):
service that you're offering and you want people to inquire about it.
Maybe the video is showcasing this new offer then you can have it like comment the word ofyour
or comment the word of your service, comment Palayage uh for more information on theservice and then they would comment in the comment section and you would reply to them in
(33:54):
their DMs and start a conversation with them.
Yes, so I'm glad that you mentioned that because that's a really cool thing and it seemslike people are apt to trigger that communication.
(34:15):
Like whenever I see that and it may not even be big accounts and maybe, you know, a smallaccount and they'll be like, you know, comment, whatever.
And it seems like a lot...
There's gonna be a handful of people who do it almost every time.
It's pretty cool.
um And then you, as a manager of your page, you have the contact information of thosepeople who are commenting.
(34:42):
you kind of have these potential customers there and then you can engage with them in areally nice way.
Exactly.
And the most valuable thing that you could do for your business is get the contactinformation.
I don't know if you've seen, there's been so many different instances where eitherInstagram is down or TikTok is down or Facebook is down and then you have no way of
(35:06):
contacting your clients.
So it's really important to get people off of those platforms and going to your ownplatform so that you are getting and collecting either their emails.
or their phone number and their names and then you're able to maintain that relationshipwith them outside of social media as well.
(35:27):
And we're talking about a website and emails pretty much, right?
Yeah, emails are phone numbers, obviously.
Do you have any recommendations?
I don't know if your kind of expertise and recommendations extend as far as booking apps.
Do you get into that?
(35:48):
And I asked specifically for not the booking process, but the CRM, the customerrelationship management.
In other words,
Where do you have your customers, you know, uh recorded in such a way that you control thelist and you can use it as you need.
So I've seen different platforms being used throughout the different clients that I workwith.
(36:13):
I've seen Fresha, I've seen Gloss Genius.
uh One of my clients also use Acuity Scheduling.
So it really varies based on either your budget, the amount of...
uh
how much you want it to be connected to what you have.
For example, if you want it to connect to your website, you want it to connect toInstagram, you want to automate.
(36:35):
So depending on the platform that you're using, there are different features that aregoing to vary.
So just figuring out what is your complete customer journey and what is the informationthat you want to collect and what are the different features that you want to have will
help you figuring out which platform is the best for you.
(36:57):
Yeah.
Okay.
What other, we got about five minutes left.
What other tips and tricks do you have for your clients?
Yes, so I have a list here.
I have like a special trick.
something that I've seen often done, but it's not like people do it 50 % of the way whenyou can really go and get a lot more results.
(37:26):
The giveaway.
A lot of people will do giveaways of a service, maybe a collaborative post with anotherbeauty pro who has a similar audience, and maybe it's like a hairstylist who's
collaborating with a nail artist in the same area and the nail artist has like a similaraudience to who you're trying to attract.
So they'll do a collaborative
(37:46):
post will say okay we're gonna offer a haircut and then manicure just comment below theword tag your friend etc what I see done a lot of time is people will host those giveaways
and then they're gonna be like okay so the winner is Suzy bravo Suzy and then they're justgonna not do anything with that but
(38:07):
Just know that every time you have a new comment under that giveaway post, it's a newpotential client.
So you need to have a strategy after you're doing a giveaway.
So whenever I have people saying like, my God, I need new bookings like ASAP, I don'treally know where to start.
I don't really have a big budget.
I don't have a lot of time.
What can I do?
(38:27):
This is my favorite strategy because if you do it really well, you have potentially like anice pool of potential clients that might be willing to come to you.
So once the giveaway is over, what I would do is contact everyone in the DMs.
You could also outsource this part to someone else if you feel like it's maybe too timeconsuming.
(38:47):
But just having like a special offer ready to go one time only and it's just like a thankyou for participating, connecting even just connecting in the DMs and saying like thank
you so much for participating.
You know what type of services were you looking to get?
Just building that connections.
those connections will really help you in the future.
(39:10):
And so if you're able to go in a DM and say, hey, thank you for participating, here's aone-time offer, then make sure that your offer is attractive enough and you can get people
in the door and then build that relationship and get them coming back.
oh What else do I got?
um
(39:34):
What I like to do, let's see.
When you're starting, I often see that in like Facebook groups, beauty pros, people aresaying like, just started, I'm fresh out of school, I don't have clients yet, I don't know
what to post because I don't have clients.
So what do I do?
What I always recommend is getting one to two to three models.
(39:59):
Get them in, making sure that they look like your ideal client and that you're able toshowcase your expertise.
Focus on one type of service that you want to be known for and just make sure that peopleknow that you are the go-to person for that service.
So if it's blonde balayage, just blondes, then make sure that all of your models areblondes and you're able to
(40:24):
continuously show that you know what you're talking about.
And so with those three models I would go in film the consultation from A to Z, film thebefore, film the after, take some really nice photos and then build your content plan with
that.
So post on Instagram, post on Facebook, post in Facebook groups because Facebook groupsare also a great gold mine of potential clients.
(40:52):
And then once you have that, then you should be able to attract new clients just with yourmodels.
And for the models, I'm, I always see the debate like, should I not charge?
Should I charge partially?
Should I?
What I say is you should charge at least for the cost of your materials.
at the bare minimum and typically people will want to come in with that.
(41:16):
That works really well for my clients.
I love it.
And otherwise you're investing your time, right?
And that's what you have a lot of.
So that's a good thing to use to invest in filling your books.
Okay.
One last tip or trick for the audience.
(41:38):
Yes, one last tip or trick.
Your content...
If you want to promote services that are premium and high quality, you have no choice butto position your content in the same way that you want to be perceived.
This means taking photos with either a phone that is not giving you the best quality ornot showcasing your work the best way possible is not good enough.
(42:03):
Because if in person I can see the haircut and it looks beautiful, but in the photo Idon't see anything different, this is the first impression that people will have.
So you want to make sure that you're improving your content quality and maintaining it aswell throughout the content that you're going to be posting.
This means if you need to invest in a higher quality phone, by all means do that,especially if social media is going to be one of your main ways of trying to attract new
(42:33):
clients.
So you want to make sure that your content is high quality.
Okay.
So before we wrap it up, so let the listeners know how it works with you.
If somebody's like, you know, I'm going to try Ketsia out.
um Is there like a intro conversation where they can ask you some questions and get a feelfor, you know, whether they think that you're going to help them and you're the right
(42:59):
person to choose?
Absolutely.
So we always start off with a conversation.
We hop on a call.
I look at what you already have, how much time you're able to invest as well and seeingwhat we're able to make work for your business.
So depending on the type of business, maybe the best service that I or the best supportthat I can provide is either a done for you approach.
(43:22):
So that means I manage everything.
I do everything from A to Z.
uh Maybe it's content creation,
editing and then posting on social media or let's say we're not in the same city because Ido have some international clients um you're able to film on your end and send me the
videos that's also an option.
(43:44):
Now if you tell me that I don't want to delegate everything I want to learn so we have theoption of doing more of a coaching format where I'm giving you the ideas the content ideas
and all you have to do is edit and film a film and edit so this is more like
For people who are like, I don't really know what the trends are, I'm not always on socialmedia, I want to show up in front of the camera and be sure that I'm able to get more eyes
(44:11):
on my content, but I just don't have time, then we have the option of doing that.
And if you're like, you know what, I kind of know, but I wish I had like a little bit moreof an expertise point of view, then you can always book a one hour call with me.
That works really well as well.
We're just gonna do a really deep dive and
one hour just seeing what can be improved and how you can get more clients because at theend of the day it's not likes, not followers, but more bookings.
(44:40):
Yes, more butts in seats.
And it's that last option that I think can be very valuable for people because a lot ofmarketing is just judgment.
know, it's judgment of what is a good photo.
Like there's some people who think that the photo is good, but it's not that great.
(45:04):
You know, it's not very good and it's not producing the results.
And then, and these people are like, well, it's a great photo.
You know, why don't people like it?
Because your judgment just isn't that good.
You know, we all know Instagram accounts or similar types of profiles where the personjust doesn't really understand what makes a good photo.
(45:29):
You know, they, and they keep putting up the same kind of thing.
And so I think getting an unbiased uh
perspective from a professional like yourself, can kind of, you know, um reduce someconfusion that some people might have as to why their account might not be working.
(45:51):
You could be like, the photo's not very good.
It's dark.
You you cut off the top of your client's head and the bottom.
you know, uh so let's talk about some boxes that you have to check that make for a goodphoto.
Yes.
I think that can be very valuable for people.
(46:12):
The last option actually that I have, so if you want something more like done on your own,I also have a membership where I have a community and we have a monthly call where it's
like you drop in, you bring in your content and I do a live review of the content.
I have a bunch of videos also filmed where I show, yes of course, because everyone canlearn.
(46:37):
Hell yeah.
I have my videos as well where I'm showing you exactly, I'm guiding you through the stepsof like building a solid brand on social media, creating good content, showing yourself in
front of the camera and making sure that people connect and trust you because that's themost important part.
So this is the Beauty Printer Social Accelerator and it's probably the next best thing inthe industry, might I say.
(47:02):
Awesome.
Well, this is fantastic.
Your Hey Ketsia on Instagram yourself.
And uh what about your TikTok?
What's your TikTok handle?
Hey, kids, yeah.
Hey Ketsia, so that's it.
Ketsia Kolas Leroy.
Thank you so much for this.
This is awesome.
Thank you so much for having me.
Hi Katya, how are you?
Doing good, and you?
I'm doing great, thanks.
So this is a cool episode.
It hasn't happened yet, but I already know it's cool because you're a marketing expert forbeauty professionals.
And so a little bit of a change in the type of guests that we have this week.
And I'm super excited to have this conversation.
(00:21):
I guess you refer to yourself as a social media expert for beauty professionals.
Why don't I first ask you, how did you decide to be?
becomes such a thing.
Why uh marketing and why beauty?
Okay, yes, of course.
I've always had a passion for social media in general.
(00:43):
So the moment that Instagram became a thing, I was probably one of the first ones onthere.
I was always like watching YouTube when I was younger, watching the makeup tutorial, hairtutorial, all the things.
And so it's always been part of my life.
So as I went through school and everything, I knew that I really wanted to figure out away to make it
(01:07):
part of my career.
And so it's kind of a funny story.
I actually started in the dental field.
So the moment that I was able to work, uh my mom is a dental hygienist.
So she was like, you're going to be working in the dental clinic with me.
So I started in the dental clinic, worked my way up.
(01:27):
uh And I was like, it's really difficult because how do I bridge the gap between dentaland marketing?
especially because in university I was studying something totally different.
I was actually studying East Asian studies, so focusing on everything China, and I wasstudying economics.
(01:50):
So how do you bridge the gap between that and marketing?
But I knew that marketing was what I was destined to do, so I was like, okay, if there isone way to make it work, it would be like a perfect work uh position.
in a company where maybe I could bridge the gap between the dental and the marketing andall out of random, this random position open, it was for dental marketing in a corporate
(02:18):
world and it was like destined for me.
So it was really cool because I got to apply everything that I learned and I just jumpedright in.
The moment that I started in marketing, I was like, I wanna be a sponge, just teach meeverything you can.
And so that's how I started in marketing.
So I did a couple months, it was a small contract in that company in marketing.
(02:43):
And then once I was done with my contract, I was craving for more.
So I actually transitioned to an agency role and the agency, it was a marketing agency.
And then that agency, we worked with a lot of different beauty brands, probably brandsthat you guys are using as professionals as well.
(03:03):
em And I got to, you know, be really in contact with the beauty world and it kind ofsolidified the idea of like, my God, if I could do this full time, blending the beauty
world, blending marketing, that would be a dream for me.
And so as I was working through my years, years, sorry, as I was working through my yearsin the marketing agency,
(03:26):
um I really was trying to just again be a sponge every time we were able to be in contactwith the beauty different businesses.
I really wanted to learn more, understand what's happening behind the scenes and I thinkthat's really what allowed me to position myself differently in the marketing game because
(03:46):
I just wanted to understand more and make it kind of my expertise.
So after I finished at the agency I did
maybe six or seven years in the marketing agency, I decided to fly on my own.
And uh at first I was actually working with various industries, but always had someclients in the beauty industry.
(04:10):
But my best results were always with the beauty industry.
And that's just because I connected the best with that industry.
I really enjoyed seeing the professionals showing their work, being in their flow and intheir passion.
and then they're in their element.
And after a couple of months, I was like, okay, that's it.
I'm focusing only on the beauty industry.
(04:32):
And ever since I made that decision, it went up from there.
Oh, very cool.
Very cool.
It makes a lot of sense.
Okay, so in thinking about how this conversation, how I was going to lead theconversation, I think I settled on, you know, let's identify the profile of a beauty
(04:54):
professional and then I can throw it to you on how you think about how this professionalcan improve their business.
Okay.
Sure, yes.
And then we'll go from there.
So let's imagine Sally, let's call her Sally.
She's a 15 year hairdresser.
(05:14):
She has a decent book of clients.
ah But her income has been a little stagnant, if not kind of falling a little bit becausefor last two years, maybe her clients have been pushing out their appointments a little
bit.
You know, she's got some no shows.
Maybe some clients have
(05:35):
kind of ghosted, you know, they were longtime clients of hers, five, 10 years, and thenall of a sudden they're just not responding to her.
They're not rebooking clients.
And she hasn't done a great job of marketing herself to backfill those openings in herschedule.
Okay.
So she's, she kind of feels a little bit ill equipped to, to know what changes to make.
(06:04):
in her marketing because she kind of was comfortable, you know, five years ago, let's callit.
And so she's feeling a little helpless now.
So that's Sally and there's a lot of Sally's out there.
So what would you say to Sally?
Well, first of all, mean, Sally, could Sally hire you?
(06:29):
Is that how you kind of structure, you know, your business?
she can hire you as an expert.
Yes, she could definitely do that.
But before we do that, we need to make sure that Sally is ready to make some changes toher approach and to her business.
Because whenever we become stagnant, it's because again, we're too comfortable and wehaven't either kept up with the trends or we haven't made the changes to ensure that we're
(06:56):
still top of mind with our ideal clients.
People who are looking for those specific hairstylists and different experts, maybe forcurls and stuff.
This means that from the get-go the person needs to be sure that they're ready and willingto make those changes.
Because maybe that means that you're gonna step out of your comfort zone.
Maybe that means that at first you were a little bit shy in front of the camera but you'regonna have to make those changes if you want to have different results.
(07:23):
So that would be the first thing that I would do.
But let's say...
Sally's like, Ketsia, absolutely, I'm ready.
And I love that because it starts with really good mindset.
So if she's ready to go, I'm ready to go too.
I want to support.
So the first thing that we would do is to audit, right?
(07:43):
Look at what she's been doing so far.
Maybe she has been doing some work and she doesn't feel like it's been working, but maybeit's just that she's not doing enough.
Is that she's marketing to the wrong audience?
Or is it that she just needs a little bit of support and system or maybe even delegatingcompletely?
(08:04):
So just figuring out what is the perfect recipe for her so that it's sustainable and it'sgoing to allow her to be to be generating like a predictable income in the future.
So that's one thing that we would do.
em And so once we have her audit, of course, it's figuring out what are her best ways topromote her services.
(08:25):
there is a lot of there's a big misconception Social media can solve everything butactually social media is just a way to generate traffic to your business That means we're
bringing the eyes to your page to your website to your booking link But if and at anypoint there is something that
(08:48):
could break the trust of a potential client, even if we're doing all the right thing onsocial media, even if you're posting a lot, maybe people will not book.
So we need to figure out one.
Is your business branding themselves really well?
So are you showcasing the premium aspect of your service, your expertise, the work thatyou've done properly?
(09:11):
Then figuring out if in terms of your booking funnel, are every step of the way veryclear?
Because again, if at any point it's unclear what the next step is, people will just dropoff.
People are lazy a little bit.
So we need to make it as easy as possible for them.
And so if, another thing is just that making sure people can trust you properly from everystep of the way, that means on social media, let's say we take the most beautiful photos,
(09:44):
but if...
When they go on your website, the website is not up to par at the same standard of qualityor even like if they come to your salon and what they see visually in the salon doesn't
match what we showed on social media, that can break the trust.
So the goal is to maintain that trust from point A to Z, right?
(10:06):
Yes.
different platforms.
Yes, consistency is going to be very important.
And so that's why when I'm saying social media doesn't solve everything, it's just thewater that is flowing through the river.
But we want to make sure that everything else is good to go.
So that that would be my next step.
Just making sure that we have everything in place, that you are ready to um pick up thephone and answer the DMs or even making sure that the bookings are coming in properly and
(10:34):
that all the information you need is there.
Because once the traffic
hits your website or your booking link you need to be ready and you know it's gonna govery fast em and we don't want to do work for nothing
because if we have, let's say a video that goes really well and then people go to yourpage and again, if it doesn't work properly, because I've seen this before, I've seen
(10:58):
beauty professionals where they had some really beautiful videos and then I went on theirwebsite, it says like book an appointment and I tried to click and the button doesn't
work.
So just that, like simple things like that that you wouldn't even think about can hinderthe amount of bookings that you're getting.
So once you've audited all of this and you've made sure that everything is workingproperly through your funnel, then we can talk about social media.
(11:32):
And also, keep in mind that social media is not always the answer to every singlebusiness.
uh I recently went to a conference.
It was in another industry but parallel, very similar, where the person, was, I think shewas, she had 30 years of experience in the beauty industry and she was like, I never
(11:55):
promote on social media.
I literally do not use social media and I'm fully booked and I consistently have peoplesending us messages or calling us to book.
So again, making sure that you, your business
matches that type of uh marketing strategy will be important.
(12:20):
And while we're on that topic, matching who you're trying to reach is going to beimportant.
So if you're trying to reach a specific...
um
generation of people, let's say millennials, who are often on TikTok or often onInstagram, so maybe those platforms are going to be very good.
(12:41):
But if you're trying to reach an older demographic, maybe considering Facebook would beeven better.
So just trying to match that and seeing what works for the clientele that you're trying toattract.
Okay, so are we still on that topic?
Are we still kind of of the opinion that Facebook is older, Instagram's kind of middle andTikTok's younger?
(13:07):
I would say in general, yes, that is the case.
Nowadays, we're seeing a lot of blending of the platforms just because you might havenoticed on Instagram, you're able to cross post on multiple platforms.
If you're posting a reel, you can post it on Facebook reels at the same time and even onthreads.
that's why I'm saying it's not like a perfect, no, okay, if you're just trying to reach.
(13:32):
Gen X, it's only Facebook.
That's not the case.
But at the same time, if you know exactly who is your ideal client, who your ideal clientis, it's Julie, she's this age, she's using a lot Facebook to do some research and she's
on Facebook groups, she's looking for opinions, then it makes sense that your business isalso going to be on Facebook, right?
(13:56):
Okay, so with the question of platforms, when we're talking about Sally, who has been, shehas a Facebook account, she hasn't been there in three years.
She has an Instagram that she kind of reluctantly posts on about once every three weeks,four weeks, something like that.
(14:21):
She doesn't have a TikTok.
What do you advise
her to do.
um Let's say she, you know, she kind of shoots down the middle with a 20 something to mid50s year old ideal client.
Let's say, um do you recommend that she start a TikTok account?
(14:48):
a very good question.
The thing is, TikTok
can be, especially when we're talking about video content, it can be very labor intensive.
So we need to keep that in mind when we're selecting the type of platform and the type ofcontent that we're going to meet.
So if Sally has never posted on Instagram and barely on Facebook, I would be like a littlebit reluctant depending on what route she wants to take.
(15:14):
Does she want to completely delegate content creation?
Then maybe yes, we could do TikTok.
But if she's willing or she's looking to do it,
herself, she wants to learn, then we need to make the goal a little bit smaller becausethe name of the game is consistency.
If I tell Sally to start filming a full consultation from A to Z with her client and thengo behind the scenes and show her mixing the colors together, she's gonna be overwhelmed
(15:43):
because when you're actually filming like a consultation and like appointment, you end upwith so much content.
Like when I do content
content days with my clients.
I have like, but that's me, I have multiple cameras with me, but even if I only have onecamera, I'm trying to film as much as possible.
(16:04):
So filtering through the content is going to be a lot and it can be very discouraging.
There are methods of like simplifying this process by the way.
It's not that it cannot be done, but it's just that if you've never done it before,
you're aiming like for something very complicated when really maybe it's going forsomething that is a little bit simpler before and after videos for example going for
(16:30):
trendy uh trends on instagram or on facebook uh things that are a lot easier to edit andnot as energy intensive let's say energy consuming
Right.
Okay, are you of the opinion that you can reuse content on the different platforms?
(16:55):
Okay, yes.
So, reusing content, I typically will say yes and no.
Because if you want to have the best em results, the opinion will be no.
Just because if you...
The way that you're going to talk to people on TikTok versus on Facebook versus onInstagram is going to be very different.
(17:19):
Instagram is going to be very...
high quality, maybe high production content, things that are very beautiful and not ascasual as on TikTok.
So TikTok is a lot more like, hey, down to earth, maybe you can just grab the camera andstart talking right away.
It's a lot easier in terms of like delivering the message.
(17:44):
So that's why I would say cross posting, yes and no.
If you have not a lot of time on your hand, you want to start getting more active onsocial media, then you can definitely cross post.
Just know that the results will vary from one platform to the other because the content isnot adapted to the platform that you're posting on.
(18:07):
And so my recommendation is if your ideal client is mainly on Instagram, the content thatyou are going to create should be catered to Instagram first and then you can repost
on Facebook and then on TikTok.
But based on my experience and what I've seen with clients, when we're doing that, most ofthe time the results, you'll see a platform overperform the other ones.
(18:32):
Okay, so back to Sally, our example.
um So let's say that uh she's not fully comfortable uh having the camera on her and sheknows she needs to get better.
(18:55):
um How are you going to get her to be more comfortable and what are you recommending?
you know, she do as far as, you know, frequency and type of post.
Okay, so the first part, the first part is being comfortable in front of the camera.
The reality is your first video is going to suck.
(19:16):
You just have to get comfortable with that idea.
Nobody becomes really good in front of the camera just like that.
And whatever you're seeing on Instagram that is performing really well,
Just know that that is the survivor bias, which means that you're seeing the bestperforming content from those people, but you're not seeing all the work that they've done
before that actually absolutely sucked, maybe.
(19:41):
Because most of the time, the best performing videos, there might be like hundreds ofvideos beforehand that were not that good.
But they were willing to be comfortable with the fact that
they're not going to be perfect from the get-go and they're willing to learn and grow.
So that's why I was saying it's very important from the get-go when you say I want tostart using social media to grow my business, you know that you're going to be like
(20:10):
getting out of your comfort zone.
It's not going to be super fun from the beginning but it's something that you'll learn toimprove and you'll be able to talk in front of the camera lot better but you just have to
do it.
And then in terms of people who tell, because I've seen this too, like I have some, I'vehad some conversations with people who would tell me like, I want you to do social media
(20:36):
for me, I want you to help me, but I'm not willing to be in front of the camera.
The biggest thing to know in the beauty industry is that people connect with people.
Yes, you can create the most beautiful haircut and the most beautiful balayage ever, butthe reality is people will choose you and come back to you.
(21:00):
The coming back is the most important part because of who you are most of the time.
There are so many awesome hairstylists and awesome hair salons out there and a lot of themhave very similar results.
But who you are, your personality, how you show up and how you cater to your clients isgoing to make you different from your competitor.
(21:23):
So that's why when I'm saying if you're not willing to show up in front of the camerathat's going to be very challenging because if you look at your competitor maybe they are
already doing that.
So why wouldn't you try?
You should want to show up in front of the camera, show your personality, show the behindthe scenes, show what a consultation looks like with you so that people understand what
(21:49):
type of appointment they can expect from you.
Absolutely.
This has been something that is talked about sometimes but probably not enough and I knowpeople kind of obsess about the technical perfection of their skills and certainly you
(22:09):
need to have a certain basis of technical skill of course to give the service but whatkeeps somebody coming back the most is the personality.
you as a person and and by the way this is your most defensible asset as a beautyprofessional as a service provider is who you are personally.
(22:33):
Nobody can be you.
This is what makes you unique.
So you want to showcase this through the lens.
It's going to be your the best way to sell your services and get people to come back.
Because imagine if you have a really terrible personality.
You do the most beautiful hair results, right?
(22:53):
You give the person the most beautiful haircut, but then you're really not pleasant to bearound.
They won't come back.
and you cannot build a business based on that.
You want people to come back so you can have more predictable income.
Okay, so back to Sally.
So you're encouraging her to post more often on uh Instagram.
(23:18):
Do you have a specific number of posts that you're recommending to your clients likeSally?
Yes, in terms of numbers of posts, you'll see online, you'll see so many differentrecommendations.
You'll have some beauty or some marketing gurus who are going to tell you, you need topost three times a day because the more you post, the more you're going to go viral.
(23:44):
And you'll have some people tell you, no, you need to post like once a day.
You need to twice a week.
For me, what I recommend is always whatever you're able to maintain.
I would not go less than three times a week.
I've gotten really good results from my clients with only three times a week because thecontent is of really good quality.
(24:09):
We're able to do that work behind the scenes to make sure that we're hitting the mark sothat when people are looking at the content, they connect and they want to reach out.
But I wouldn't do anything less than three times a week.
The reason why is at the beginning, especially if you haven't been posting, the goal is tofigure out your perfect formula for your business.
business.
(24:30):
You might look at the competitor and see what they're posting and you're like, I'm goingto just copy exactly what they've done.
But again, your personality, the way that you're offering your service is so different.
Posting three times a week is the bare minimum to figure out your perfect formula for yourcontent.
At the beginning, when we're starting to post, we're trying to see what format of contentour audience connects with the most.
(24:53):
Is it a uh hair consultation?
Is it a before and after?
Is it just the trends on Instagram?
Just trying to figure out what do people enjoy the most.
And so if you're posting less than three times a week, we are not collecting enough data.
And I know it's a little bit like,
when we start talking about data people are like my god but really it's just trying tofigure out what are the outliers in terms of content from what you've been posting so if
(25:21):
you post less than three times a week we're not gonna get enough data to figure out whatis working well so that's why I always say
three times a week is really perfect because you get into a routine of creating content,you're able to maybe time block it in your schedule and you know, okay, on Monday morning,
I'm gonna film three videos and that's gonna be what I'm gonna do this week.
(25:45):
And then you get in the flow, it's part of your routine, you're learning, you're growingpains and you're improving.
It's enough to have, to have like,
proper improvement and indication of what is going to work.
If you want to do more uh than three times a week, by any means, go ahead, but just knowthat the workload does increase if you're doing it on your own.
(26:14):
This means, and this is probably what people underestimate, it's finding the ideas foryour content, figuring out where you're going to film it.
Do you need a model maybe or a client who's willing to be in front of the camera to filmit?
You need to give yourself the tools to succeed.
Because the name of the game, as I said, is consistency.
(26:35):
You can't be posting...
five times a week for two weeks and then you stop and stay silent and I can almostguarantee that a lot of people listening probably tried it out and then they they quit
midway and they never posted right again.
So that's why I'm saying give yourself the give yourself the tool to actually stayconsistent.
(27:00):
Some of my favorite ways of doing this is first doing content days that means maybe youhave one
two models that are coming in, you know exactly what type of service you're going to offerthem, you know exactly the type of content you need to film, you have your checklist ready
and you're just going through the motion, you have your content for the month maybe justwith that.
(27:22):
The other thing that I love to do is build yourself a content bank.
What I mean by content bank is just having
bunch of content that maybe don't necessarily serve a purpose just yet, but they showcaseyour work really well.
And then maybe one day there's going to be a trend that comes out on Instagram and you'regoing to you're going to be like, wow, I have the perfect video exactly for this trend so
(27:46):
I can recycle my content.
And by the way, don't be shy, recycle your content.
This means even if it's maybe something that is maybe one year old, but if it still looksgood and it still represents
your work properly, reuse it.
Reuse the content, just change the audio, re-edit it and post it again.
(28:09):
A lot of times people will never realize that you've posted it once before and just knowthat you're gonna get a lot of new eyes on your page that have never seen your work
before.
So why not recycle that content?
So on the weeks where you're like, my god, no, okay, this week I have no time to film,what am I gonna post?
You can fall back on those options and just maintain your page active.
(28:31):
.
Absolutely.
Okay, so when we're talking about posts and we're still talking about Sally and Instagramis the best platform for Sally.
She doesn't have a tremendous amount of time.
So we're kind of focusing on Instagram.
Ideally, if she can keep it up three days a week with posting, let's talk about what kindof posting because Instagram of course has reels and it has stories.
(28:58):
It's got this, it's got that, it's got a picture.
You you could just post a picture.
So when you say post, what are you recommending to Sally these days?
Yes.
Okay, this is the part that I love the most.
Not every post that you're going to share on your page is meant to go viral.
(29:18):
that's if there's one thing that you need to remember from this episode is this.
The reason why is there are different stages where people are at when they're making adecision on whether or not they want to come and see you.
So maybe the first stage is they don't even know that they need a haircut or they don'tknow that there's this new trend, this new color that is coming out for hair colors.
(29:44):
And so it's just being aware of the options.
So this is like top of funnel.
When we say top of funnel, it means like people are not aware of their needs just yet.
They don't even know that your brand exists or your business exists.
So we want to just be in front of them.
This is where we're going to post trends, trending audios, very short and funny, relatablecontent.
(30:07):
We're not even talking about your service just yet.
We're just trying to build connection and make people relate.
Then once they see this typically they're going to either go to your page see more of yourcontent Maybe they're going to follow you maybe they're going to like and they're going to
consume more content So then you have the middle of funnel content This is content wherepeople have already said that they are a little bit interested in your business.
(30:32):
They're looking to learn more So maybe we're going to try to answer some questions thatthey have like oh I've noticed that my my ends are a little bit frizzy.
What can I do?
Should I get a haircut?
I'm scared of cutting my hair so we're trying to answer those questions and this is whereconsultations are awesome because again this is where you're able to show the expertise so
(30:54):
that you know what you're talking about and when people are seeing those consultationvideos they're like my god this person who is in the chair she's exactly like me so you're
kind of mirroring right with the consultations and then the final type of content which isthe bottom of funnel content this is where
people have decided, okay, I know that I need my haircut, I want my hair done.
(31:18):
I know that this person has the expertise and the knowledge to get the results that Iwant.
I just need that extra push to book my appointment.
So this is where we're going to do more promotional content.
This is like, okay, book your next appointment.
We have this new promotion going on or we're offering this new service, come in.
And we're really trying to get people to the next stage, uh next point in the customerjourney.
(31:43):
which is either to DM you, maybe it's to call you, or even go to your website and book anappointment.
So that's why I'm saying not every step is going to go viral because the reality is you'renot meant for everyone.
Not everyone who is going to see your trending video that maybe went viral is the perfectclient for you.
(32:04):
So we're filtering down who is going to consume the content so that at the end, whoever islooking at your promotional
content is the perfect ideal client for you, the most likely to go to your website andbook an appointment.
Mm-hmm.
Got it.
Got it.
Are there any kind of...
(32:26):
um I hate to use the word hacks, but are there any...
um
Are there any ways to kind of automate any aspects of DM communication or anything likethat?
There are, yes, there are really awesome ways to automate.
(32:47):
um One of the best ways you could do it, you can actually do it through meta business.
If, for example, you've decided to run some ads, you can automate the conversation there.
If not, you can use ManyChat.
I know this is one of the most popular platforms that people use to uh automateconversations.
And you've probably seen it when you're scrolling on Instagram.
(33:09):
You've not noticed that it's at ManyChat, but when people say,
comment the word, book an appointment and I'm gonna send you a link or I'll DM you andthen you see everyone in the comments saying the same word.
This is typically a sign that there is an automation going on and how you can integratethis in your business you can always do for example either if there's like a special
(33:33):
service that you're offering and you want people to inquire about it.
Maybe the video is showcasing this new offer then you can have it like comment the word ofyour
or comment the word of your service, comment Palayage uh for more information on theservice and then they would comment in the comment section and you would reply to them in
(33:54):
their DMs and start a conversation with them.
Yes, so I'm glad that you mentioned that because that's a really cool thing and it seemslike people are apt to trigger that communication.
(34:15):
Like whenever I see that and it may not even be big accounts and maybe, you know, a smallaccount and they'll be like, you know, comment, whatever.
And it seems like a lot...
There's gonna be a handful of people who do it almost every time.
It's pretty cool.
um And then you, as a manager of your page, you have the contact information of thosepeople who are commenting.
(34:42):
you kind of have these potential customers there and then you can engage with them in areally nice way.
Exactly.
And the most valuable thing that you could do for your business is get the contactinformation.
I don't know if you've seen, there's been so many different instances where eitherInstagram is down or TikTok is down or Facebook is down and then you have no way of
(35:06):
contacting your clients.
So it's really important to get people off of those platforms and going to your ownplatform so that you are getting and collecting either their emails.
or their phone number and their names and then you're able to maintain that relationshipwith them outside of social media as well.
(35:27):
And we're talking about a website and emails pretty much, right?
Yeah, emails are phone numbers, obviously.
Do you have any recommendations?
I don't know if your kind of expertise and recommendations extend as far as booking apps.
Do you get into that?
(35:48):
And I asked specifically for not the booking process, but the CRM, the customerrelationship management.
In other words,
Where do you have your customers, you know, uh recorded in such a way that you control thelist and you can use it as you need.
So I've seen different platforms being used throughout the different clients that I workwith.
(36:13):
I've seen Fresha, I've seen Gloss Genius.
uh One of my clients also use Acuity Scheduling.
So it really varies based on either your budget, the amount of...
uh
how much you want it to be connected to what you have.
For example, if you want it to connect to your website, you want it to connect toInstagram, you want to automate.
(36:35):
So depending on the platform that you're using, there are different features that aregoing to vary.
So just figuring out what is your complete customer journey and what is the informationthat you want to collect and what are the different features that you want to have will
help you figuring out which platform is the best for you.
(36:57):
Yeah.
Okay.
What other, we got about five minutes left.
What other tips and tricks do you have for your clients?
Yes, so I have a list here.
I have like a special trick.
something that I've seen often done, but it's not like people do it 50 % of the way whenyou can really go and get a lot more results.
(37:26):
The giveaway.
A lot of people will do giveaways of a service, maybe a collaborative post with anotherbeauty pro who has a similar audience, and maybe it's like a hairstylist who's
collaborating with a nail artist in the same area and the nail artist has like a similaraudience to who you're trying to attract.
So they'll do a collaborative
(37:46):
post will say okay we're gonna offer a haircut and then manicure just comment below theword tag your friend etc what I see done a lot of time is people will host those giveaways
and then they're gonna be like okay so the winner is Suzy bravo Suzy and then they're justgonna not do anything with that but
(38:07):
Just know that every time you have a new comment under that giveaway post, it's a newpotential client.
So you need to have a strategy after you're doing a giveaway.
So whenever I have people saying like, my God, I need new bookings like ASAP, I don'treally know where to start.
I don't really have a big budget.
I don't have a lot of time.
What can I do?
(38:27):
This is my favorite strategy because if you do it really well, you have potentially like anice pool of potential clients that might be willing to come to you.
So once the giveaway is over, what I would do is contact everyone in the DMs.
You could also outsource this part to someone else if you feel like it's maybe too timeconsuming.
(38:47):
But just having like a special offer ready to go one time only and it's just like a thankyou for participating, connecting even just connecting in the DMs and saying like thank
you so much for participating.
You know what type of services were you looking to get?
Just building that connections.
those connections will really help you in the future.
(39:10):
And so if you're able to go in a DM and say, hey, thank you for participating, here's aone-time offer, then make sure that your offer is attractive enough and you can get people
in the door and then build that relationship and get them coming back.
oh What else do I got?
um
(39:34):
What I like to do, let's see.
When you're starting, I often see that in like Facebook groups, beauty pros, people aresaying like, just started, I'm fresh out of school, I don't have clients yet, I don't know
what to post because I don't have clients.
So what do I do?
What I always recommend is getting one to two to three models.
(39:59):
Get them in, making sure that they look like your ideal client and that you're able toshowcase your expertise.
Focus on one type of service that you want to be known for and just make sure that peopleknow that you are the go-to person for that service.
So if it's blonde balayage, just blondes, then make sure that all of your models areblondes and you're able to
(40:24):
continuously show that you know what you're talking about.
And so with those three models I would go in film the consultation from A to Z, film thebefore, film the after, take some really nice photos and then build your content plan with
that.
So post on Instagram, post on Facebook, post in Facebook groups because Facebook groupsare also a great gold mine of potential clients.
(40:52):
And then once you have that, then you should be able to attract new clients just with yourmodels.
And for the models, I'm, I always see the debate like, should I not charge?
Should I charge partially?
Should I?
What I say is you should charge at least for the cost of your materials.
at the bare minimum and typically people will want to come in with that.
(41:16):
That works really well for my clients.
I love it.
And otherwise you're investing your time, right?
And that's what you have a lot of.
So that's a good thing to use to invest in filling your books.
Okay.
One last tip or trick for the audience.
(41:38):
Yes, one last tip or trick.
Your content...
If you want to promote services that are premium and high quality, you have no choice butto position your content in the same way that you want to be perceived.
This means taking photos with either a phone that is not giving you the best quality ornot showcasing your work the best way possible is not good enough.
(42:03):
Because if in person I can see the haircut and it looks beautiful, but in the photo Idon't see anything different, this is the first impression that people will have.
So you want to make sure that you're improving your content quality and maintaining it aswell throughout the content that you're going to be posting.
This means if you need to invest in a higher quality phone, by all means do that,especially if social media is going to be one of your main ways of trying to attract new
(42:33):
clients.
So you want to make sure that your content is high quality.
Okay.
So before we wrap it up, so let the listeners know how it works with you.
If somebody's like, you know, I'm going to try Ketsia out.
um Is there like a intro conversation where they can ask you some questions and get a feelfor, you know, whether they think that you're going to help them and you're the right
(42:59):
person to choose?
Absolutely.
So we always start off with a conversation.
We hop on a call.
I look at what you already have, how much time you're able to invest as well and seeingwhat we're able to make work for your business.
So depending on the type of business, maybe the best service that I or the best supportthat I can provide is either a done for you approach.
(43:22):
So that means I manage everything.
I do everything from A to Z.
uh Maybe it's content creation,
editing and then posting on social media or let's say we're not in the same city because Ido have some international clients um you're able to film on your end and send me the
videos that's also an option.
(43:44):
Now if you tell me that I don't want to delegate everything I want to learn so we have theoption of doing more of a coaching format where I'm giving you the ideas the content ideas
and all you have to do is edit and film a film and edit so this is more like
For people who are like, I don't really know what the trends are, I'm not always on socialmedia, I want to show up in front of the camera and be sure that I'm able to get more eyes
(44:11):
on my content, but I just don't have time, then we have the option of doing that.
And if you're like, you know what, I kind of know, but I wish I had like a little bit moreof an expertise point of view, then you can always book a one hour call with me.
That works really well as well.
We're just gonna do a really deep dive and
one hour just seeing what can be improved and how you can get more clients because at theend of the day it's not likes, not followers, but more bookings.
(44:40):
Yes, more butts in seats.
And it's that last option that I think can be very valuable for people because a lot ofmarketing is just judgment.
know, it's judgment of what is a good photo.
Like there's some people who think that the photo is good, but it's not that great.
(45:04):
You know, it's not very good and it's not producing the results.
And then, and these people are like, well, it's a great photo.
You know, why don't people like it?
Because your judgment just isn't that good.
You know, we all know Instagram accounts or similar types of profiles where the personjust doesn't really understand what makes a good photo.
(45:29):
You know, they, and they keep putting up the same kind of thing.
And so I think getting an unbiased uh
perspective from a professional like yourself, can kind of, you know, um reduce someconfusion that some people might have as to why their account might not be working.
(45:51):
You could be like, the photo's not very good.
It's dark.
You you cut off the top of your client's head and the bottom.
you know, uh so let's talk about some boxes that you have to check that make for a goodphoto.
Yes.
I think that can be very valuable for people.
(46:12):
The last option actually that I have, so if you want something more like done on your own,I also have a membership where I have a community and we have a monthly call where it's
like you drop in, you bring in your content and I do a live review of the content.
I have a bunch of videos also filmed where I show, yes of course, because everyone canlearn.
(46:37):
Hell yeah.
I have my videos as well where I'm showing you exactly, I'm guiding you through the stepsof like building a solid brand on social media, creating good content, showing yourself in
front of the camera and making sure that people connect and trust you because that's themost important part.
So this is the Beauty Printer Social Accelerator and it's probably the next best thing inthe industry, might I say.
(47:02):
Awesome.
Well, this is fantastic.
Your Hey Ketsia on Instagram yourself.
And uh what about your TikTok?
What's your TikTok handle?
Hey, kids, yeah.
Hey Ketsia, so that's it.
Ketsia Kolas Leroy.
Thank you so much for this.
This is awesome.
Thank you so much for having me.
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