Digital Marketing for Beauty Business – SS3 Beauty & Cosmetology Lesson Note (Second Term)

Digital marketing is the use of the internet to tell people who you are and why they should choose your business.

Behavioural objectives

By the end of the lesson, students should be able to:

1. explain what digital marketing is and why it suits a beauty business;
2. build a social media brand using a colour palette, consistent lighting, a clear bio and content pillars;
3. take good photos and short videos of their work;
4. describe an online booking system and how to set one up;
5. show good online behaviour, including getting a client’s permission before posting their photo.

What is digital marketing for a beauty business?

It is building a recognisable brand online, showing your work through photos and videos, taking bookings through an online system, and treating clients politely and with their consent.

• Old way: a beauty artist waited for people to walk past the shop.
• Today: your “shop window” is the smartphone in everyone’s hand.

Why use digital marketing for a beauty business?

There are three main reasons: beauty is visual, it costs little to start, and it reaches many people.

• Visual nature: beauty is about “looks”, so apps like Instagram and TikTok are perfect for showing your work.
• Low cost: you do not need an expensive billboard. You can start for free.
• Wide reach: you can attract clients from the next town, or people who travel far to see you.

How do you build a social media brand?

A brand is your logo together with the feeling people get when they see your name, so on social media it is your reputation.

1. How do you choose your aesthetic?

Aesthetic is the look of your page, and a professional page looks organised.

• Colour palette: pick 2 or 3 colours and use them in all your posts so the page looks neat and “expensive”.
• Consistent lighting: take your photos in the same spot with the same light.

2. What should your bio contain?

Your bio is your digital business card, and it should answer three questions within 5 seconds.

• What do you do? For example: “Professional Bridal Makeup Artist”.
• Where are you? For example: “Based in Lagos/Ikeja”.
• How do I book? For example: “Click the link below to book”.

3. What are content pillars?

Content pillars are the three main kinds of post that give people a reason to follow you: educational, behind the scenes and social proof.

• Educational: teaches something, such as “3 tips to make your lipstick last all day”.
• Behind the scenes: shows your work process, such as cleaning your brushes or setting up your studio.
• Social proof: shows that others trust you, such as re-posting videos of happy clients smiling in your chair (with their permission).

• Tip: do not post only “Book me”. Mix the three pillars.

How do you take great photos and videos?

Clear photos and short videos show your skill, because people often judge your work by the quality of the picture.

1. How should you use lighting?

• Natural sunlight: this is the best light, so face a window when photographing your model.
• Ring light: use it when it is dark, but avoid a “ghostly” look on the skin.

2. How do you post a “before and after” photo?

A before and after photo shows the change your work made, and people love a transformation.

• Same position: keep the model in the exact same position in both photos.
• Light editing: do not over-edit or blur the skin, because clients want to see real results.

3. How do you make Reels and TikTok videos?

Short videos can reach new people quickly when they are well made.

• Length: keep videos short, about 15 to 30 seconds.
• Music: use trending songs that are popular in the beauty community.
• Hook: show the “Final Reveal” in the first 2 seconds to grab attention.

What is an online booking system?

An online booking system is a website or app where a client sees your free times and books an appointment herself.

• Calendly and Fresha: apps that show your free times and let clients book without messaging you.
• WhatsApp Business catalogue: lists your services and prices, but the client still sends a message to book.
• DM: short for Direct Message, a private message on apps such as Instagram.

What is the difference between DM booking and an online booking system?

DM booking means clients message you and you reply one by one. An online booking system lets clients book alone, at any time.

Why do you need an online booking system?

• 24/7 service: a client can book at 11:00 PM while you are sleeping.
• No more “Are you free?”: you stop answering the same question 50 times a day.
• Deposit collection: many systems collect a small “commitment fee” upfront, which reduces no-shows (clients who book and do not come).

How do you set up an online booking system?

1. Choose an app or tool for bookings.
2. List your services and how much they cost.
3. Set your working hours (for example, 9 AM to 6 PM).
4. Put the booking link in your Instagram bio and WhatsApp Status.

What is good professional behaviour online?

Good online behaviour means being polite and respectful, because your digital presence reflects your salon’s culture.

1. How should you respond to comments?

• Answer politely: reply even when the answer is already in your caption.
• Reason: each comment may come from a potential customer.

2. How do you deal with internet trolls?

An internet troll is a person who leaves mean comments to upset others.

• Do not argue: avoid a “shouting match”.
• Fair criticism: apologise and move on.
• Unfair abuse: delete the comment and block the person.

3. Why are privacy and consent important?

Consent means the client has clearly agreed, so never post a client’s photo without her explicit permission.

• Reasons for refusing: some people have jobs or religious reasons for keeping their face off the internet.
• What to say: “This look is so beautiful, do you mind if I share a photo on my page?”

How many followers do you need?

You need the right followers, not a million of them.

• Right followers: people who will actually come to your shop.
• Start small: post regularly and be consistent.

Evaluation

1. Define digital marketing.
2. State the three questions your social media bio should answer.
3. List the three content pillars and give one example of each.
4. Give three reasons why a beauty business should use an online booking system.
5. What should you do before posting a photo of a client?

Assignment

Imagine you are a makeup artist in your town. Write a bio for your social media page that answers the three bio questions. Then write one post idea for each of the three content pillars.