Marketing is key to the success of any business and makeup artists are no exception.
There are many different aspects of marketing yourself successfully as a makeup artist (for example, are you taking online bookings via a scheduling software?), but an important one is knowing your target audience.
What is a Target Audience?
In the most basic of terms, your target audience refers to a similar group of people who will be the most interested in your particular products/services.
As a makeup artist, knowing your particular target audience is all about offering your services to a specific group of clients based on your previous experience, education and overall skill set as a makeup artist.
Of course, it may also be based on various demographic factors (as is the case for many other types of businesses who are trying to define their target audience).
Many businesses make the mistake of trying to provide their services to too broad of a market, but this is actually the wrong approach.
For makeup artists, is your target audience bride-to-bes or do you specialize in runway and editorial makeup? Perhaps your target audience is based on demographic factors, such as those over 50+.
Whatever the case may be, identifying your target audience is important when it comes to marketing yourself (and therefore driving more clients to your business, as you will see below).
Let’s get into the importance of knowing your target audience.
The Importance Of Knowing Your Target Audience
Connect With An Audience Who Is Specifically Interested In Your Services
One of the first marketing/business lessons you will learn is the importance of identifying your target audience.
One of the reasons for this is because it connects you with an audience who is going to be much more interested in your particular services.
Part of the reason why this is the case is that knowing your target audience shapes the tone of your messaging when it comes to marketing/advertising. This ensures that your message resonates much more effectively with your particular audience.
For example, you would speak to a group of younger women likely much more differently than a group of men over the age of 50. If you were trying to speak to both groups, your messaging would be less effective.
Knowing your target audience will allow you to experience success with various advertising methods such as influencer marketing.
Influencer marketing is about having an influencer (someone with a social media following) promote your product/services on social media or their blog. In order for influencer marketing to be effective, however, it is imperative that your target audiences align.
Understand Your Clients’ Needs
Another reason why knowing your target audience is important is that it really allows you to understand the needs, preferences, lifestyle factors and so on of your audience much better.
Knowing this information allows you to provide better customer service and improve your relationship with your clients because you understand what they want. Overall, this leads to a much stronger business because you are able to solve their unique problems.
You can read more about the importance of understanding your clients’ needs here.
Many makeup artists also go on to develop their own line of makeup. Knowing your target audience (and therefore their needs) will be essential to developing a strong line of makeup as well.
More Cost-Effective Marketing Campaigns
When your audience is more refined, your marketing campaigns are likewise run on a smaller scale.
This does two things: it makes them more effective because you are reaching your target audience (who is interested in your services) and, secondly, it makes the campaign more cost-effective in the end as well.
In short, it ensures a greater return on investment.
Establishes You As An Expert
Identifying your target audience allows you to market and promote your services to your ideal audience much easier.
The reason is it because it establishes you as an expert within that particular area.
For example, you are in a much better position to start a blog and write about those particular topics in great detail as it relates to your specialty (therein establishing yourself as an expert) instead of talking about general makeup artistry topics.
Again, keep in mind that having a professional website/blog that is optimized for search is another very important aspect of marketing yourself as a makeup artist because it serves to pull in possible leads.
A bride, for example, is not likely searching for ‘makeup artists on the web’ but rather for ‘bridal makeup.’ By knowing your target audience (brides), you can target these specific keywords on your blog. This leads us to our next point.
Drive Traffic to Your Website More Easily (More Sales)
Another important aspect of identifying your target audience is that you will be able to drive (targeted) traffic to your site much more easily.
If you’re familiar with SEO, you know that general keywords like ‘makeup artist’ are highly competitive and are therefore very difficult to rank for (i.e. it is essentially impossible for your website to appear at the top of the Google search results page given that you’re competing with many other people).
However, if you target more specific, long-tail keywords, you have a higher chance of driving traffic to your site through SEO. And, of course, at the end of the day, driving more traffic to your site means more sales.
The Bottom Line
Knowing (and understanding) your target audience is essential to marketing yourself as a makeup artist.
It connects you with an audience who is specifically interested in your services, allows you to understand your customers’ needs, results in more cost-effective campaigns, establishes you as an expert and drives traffic to your website more easily as well.
This article goes into more detail about how to define your target audience.
We talk a lot about the business of makeup artistry on the blog. You may be interested in the following article: 3 Ways to Jump Start Your Career As a Makeup Artist
Yocale is a leading scheduling software. The best part? It’s free. We also offer a free suite of business management and marketing tools. For more information, click here.
We want your business to succeed as much as you do. One of our friendly team members will be happy to show you how to use our scheduling software for your makeup artistry business. You can book a free demo here.
We also blog about a lot of the business of makeup artistry as well as digital marketing tips and tricks on the Yocale blog every single week-day.