The New Esthetician’s Guide to Marketing Yourself: Build Your Esthetics Biz with Confidence and Connection

Stepping into the world of esthetics is exciting, but it can also feel overwhelming, especially when it comes to marketing yourself. You’ve mastered the art of skincare and client care, but getting people to know about your expertise is a different challenge. Marketing isn’t just about promotions; it’s about creating real connection and building trust.

If you’re a new esthetician wondering where to start, this guide will give you actionable tips to help you build a strong foundation for your business.

Step 1: Understand Your Unique Value

The first step to effective marketing is to define what sets you apart. Ask yourself:

• What inspired you to become an esthetician?

• What do you love most about helping clients with their skin?

• What services or experiences can you offer that others don’t?

Example: Maybe you’re passionate about helping clients rebuild confidence after struggling with acne. Share that story! People connect with authenticity, and when you market your “why,” you’re not just selling a service, you’re selling an experience.

💡 Tip: Use emotional storytelling in your marketing. When your audience feels seen, they’ll trust you with their skin.

Step 2: Build Your Online Presence

A strong online presence is essential for growing your business. Start by picking one to two social media platforms. Instagram and Facebook are great places to begin.

Start with the Basics

Instagram Profile/ Facebook Page:
Use a clear profile photo (your logo or headshot), write a compelling bio with a link to book, and post consistently.

Google Business Profile:
Claim and optimize your Google Business Profile to make it easy for potential clients to find you online and read reviews.

Website:
Create a simple, professional site that lists your services, showcases your expertise, and includes an easy booking option.

Create Treatment Content

Use models or friends for treatment demos so you can focus on content without interfering with real client experiences. Showcase your services, explain what you’re doing, and highlight the benefits.

If you want guidance on how to clearly define your brand, messaging, and what makes your business stand out, the live trainings and business strategy inside The Esti Content Club help you build this foundation with confidence.

Step 3: Use Emotion-Focused Marketing

When clients choose an esthetician, they’re not just buying a service, they’re choosing someone they trust with their skin. Tap into emotions by addressing:

Confidence Goals:
“Imagine waking up with clear, glowing skin that doesn’t need makeup to shine.”

Pain Points:
“Struggling with acne scars? I specialize in treatments that target uneven texture and boost your confidence.”

Desires:
“Your glow is just one facial away. Let’s make it happen.”

Speak directly to how your clients want to feel. This emotional connection builds trust and makes your services more compelling.

Step 4: Edu-Transformational Marketing

Marketing isn’t just about promotion, it’s about education and transformation. When you teach your audience about their skin and show how your services support their goals, you position yourself as the expert.

How to Apply Edu-Transformational Marketing:

• Create reels explaining skincare tips or common myths

• Share posts about skin concerns and how your treatments help

• Use Instagram Stories to engage with polls, questions, or quizzes

Inside The Esti Content Club, you get ongoing training, content ideas, and support to help you confidently educate your audience and turn that education into consistent bookings.

Step 5: Optimize Your Client Experience

Your marketing doesn’t end once a client books. The in-room experience is a huge part of retention, referrals, and long-term growth.

Tips for Enhancing Client Experience:

First Impressions Matter:
Greet clients warmly, keep your space clean, and create a relaxing environment.

Feedback is Key:
Follow up after treatments to thank clients and ask for feedback.

Always Be Ready:
Treat every day like a secret shopper could walk in. Consistency builds trust and reputation.

The live support calls and training library inside The Esti Content Club help you refine both your marketing and your client experience so your business grows sustainably.

Marketing yourself as a new esthetician doesn’t have to feel overwhelming. Start small, focus on building authentic connections, and prioritize education and exceptional client care. With time and the right support, you’ll grow a loyal community of clients who trust you with their skin.

Ready to take your marketing to the next level?

The Esti Content Club gives you access to live trainings, live support calls, and a growing template + training library designed to help you confidently market your business, attract aligned clients, and build long-term success as an esthetician.