Issue link: https://www.ascpskindeepdigital.com/i/637956
54 march/april 2016 You've ventured out on your own and you're manifesting your entrepreneurial spirit. This is where the real journey begins! Are you ready for it? How do you prepare and plan one of the most fundamental parts of your career— marketing and branding? Let me set you on the right path. BRAND YOURSELF You should pay as much attention to branding yourself and your business as any celebrity, famous athlete, or other public figure. Like it or not, you are a walking advertisement for your products and services, from how you design your treatment rooms to your business cards, flyers, and marketing materials. This includes everything you put out into the universe via social media. Do you want to be perceived as the consummate professional? It's your job to create that perception. Your attire—uniform, smock, or lab coat—should quietly state "I'm a pro" as you greet your clients. When you attend shows or workshops, maintaining the highest level of decorum will draw people and opportunities your way. Facebook, Instagram, and any other social media posts must be free of any information or photos that might cause future embarrassment. Ask yourself: What image and philosophy do I want to project? Do my actions reflect my brand? Do I understand branding? Write down your answers, find a common theme, and create your own story. Now, go to "Build Your Brand" on page 47 and learn how to share your story with prospective clients. EMBRACE TECHNOLOGY You already know this, but let me say it again: you must make social media work for you. It's imperative that you have a Facebook business page to help promote, and bring awareness to, your brand. Use it effectively to post items such as articles, tips, and product reviews; announce discounts, sales, and events; and encourage your happy customers to leave comments and to share your page. Set up a Twitter account and follow the brands and people (in the biz) that you love, retweet your favorites, and write your own clever and informative tweets that your followers will want to retweet. Nothing tells your success story more than documentation of your work, and people love before-and-after pictures. Ask your clients for permission, then snap some shots and post them on Instagram. How-to videos are popular, too. I personally love LinkedIn because it's a great place to network and connect with other professional people, find mentors and peers, and gain access to relevant business information and ideas. Finally, you must have a website; that's how your prospective clients are going to find you! It doesn't have to be complicated, but it should be clean, stylish, and easy to navigate. ASCP membership includes a free, fully hosted website, complete with templates that are easy for you to use. There is no excuse for not having your own branded website. SHARE YOUR TALENTS There are myriad ways to reach beyond the treatment room and share your knowledge and passion for skin care. Here are just a few: People love before- and-after pictures. Ask your clients for permission, then snap some shots and post them on Instagram.