Professional Beauty January/February 2019

BUSINESS
Managing business
LIKE A BOSS
Now is the chance to look forward and start planning a few business basics.
Jeanette Galyer reveals how to set your goals and stay ahead of the game.
WHEN I THINK about my younger years,
admittedly they are now a bit fuzzy, I don’t
remember ever saying “I can’t believe how quickly
the year has gone”. But with life now hurtling by
at a blistering pace I’m sure as you read this, you’ll
be joining in me wondering exactly that! This is
the perfect time of year to take control of your
business success. Here are just a few of the things
I’ll be looking at in the year ahead.
Marketing matters
Plan your 2019 marketing strategy for the year
now. Check your website – (I’m assuming you
have one because if you’re not online in today’s
world you’re not really in business). Here is a mini
checklist to make sure you are up to date.
• Is all the information current?
• Are there spelling errors? – I always get a
little twitch when I see what is an otherwise
beautifully designed website with text errors.
• Have any of the prices changed for your
products and services?
• Can your clients book online?
• Do you have a click and collect service? There is
little point spending time and money directing
potential clients to an outdated website.
Get Social
Plan your social media campaign – how often will
you post, what will you post, how many of those
posts will you boost? Prepare posts now to be used at a later date when either
business is slow and you need a boost, or you’re too busy to write a post but
need to maintain a regular schedule.
The Green revolution continues
Climate change continues to be a hot topic, and consumers are more aware
than ever of their impact on the environment. While our clients are happy
to embrace technology in our treatments, increasingly they are reverting to
natural, sustainable ingredients in the products we use. With the Internet
always on hand (or switched to silent in their bag during the treatment),
clients have access to far more information about ingredients and their origins
than ever before. Vegan products were originally thought to be niche market,
but this is now a fast-growing sector which will only continue to increase.
Now is the perfect time to consider the products you use, and retail
products you stock. What are the ingredients, are they sustainable; is
the product produced ethically; are they recognised as cruelty-free; is the
packaging recyclable; is there excessive packaging? Don’t forget your clients
will be googling this.
Injectables intelligence
It is unlikely that the media coverage concerning Australia’s first case of
blindness due to injectables will deter many new or existing clients from
continuing to have these treatments. What we can expect is that clients
will become far more discerning in who they choose to provide this service.
Customer testimonials will have a far greater impact when new clients are
choosing who to trust. If you don’t already collect testimonials, now is the
time to start! Check online for existing reviews and see all the options
available to you. We can also expect far greater scrutiny from regulators
concerning the provision of treatments, as well as the introduction of
new regulations.
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