Happy March, aesthie besties!
Solopreneurs have finite resources, and nowhere are their resources more constrained than in the time they have for the business. The theme for 2023 is maximizing effort. Because of a solopreneur’s need to wear so many hats, it is paramount that time be spent efficiently whenever and wherever possible. No aspect of business is as potentially time consuming as time spent on marketing and social media efforts. What to post? How to post? When to post? How can marketing efforts made across the board be their most effective? How can the solopreneur get every last bit of benefit from the time they spend on their business, especially in the marketing and social media arenas?
As with most things, the concepts are relatively simple. Executing these concepts requires the solopreneur to be self-aware, have a clear and consistent direction for their efforts, and, most importantly, have their ideal client in mind at all times.
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CREATING CONTENT
Many solopreneurs have spent countless hours wondering what to post, constantly editing the post, and then worrying about the next post. Things do not have to be this way. There is usually effort involved in anything worthwhile, but the process does not have to be torturous. Knowing the purpose of the marketing efforts in advance helps guide those efforts in a way that allows the solopreneur to achieve the goals they set with a little peace of mind along the way. Efficiency and effectiveness are the end goals.
Solopreneurship is unique in that the business can be whatever the owner wants it to be and can change as needed much quicker than larger businesses. This agility is an advantage each solopreneur should use to make their business precisely what they envision. As such, the solopreneur should balance some personal content with their business-related content to give the business a human identity to prospective clients. The ratio here varies from business to business but achieving responsiveness from prospective ideal clients is the aim. The solopreneur’s self-awareness allows them to post content or marketing that is true to themselves, targeted toward the ideal client, and beneficial to the business. Some clients like education-based accounts more than others, and, conversely, some clients want some entertainment. Choosing a path here is not a right versus wrong decision but a right for the business versus wrong for the business decision. The key here? Know thyself.
POSTING WITH PURPOSE
Directed efforts are vital to the business’s social media and marketing plans. Generally speaking, this direction can come from the knowledge the solopreneur has about the ideal client, the personality the solopreneur wants for their business, or the offerings the business wants to promote. For example, a business specializing in treating hyperpigmentation would likely seek to educate the ideal client, speak to solutions for hyperpigmentation, show the businesses capabilities in treating hyperpigmentation, add some personality from the solopreneur where appropriate, and mention the pigmentation solutions the business has for the ideal client. All these efforts should be made as if they are speaking to the ideal client alone. This maximizes the efficiency of all marketing efforts, bringing in clientele who are invested in the process, interested in the business itself, and value the services provided.
TARGETING IDEAL CLIENTS
The soloprenership’s ideal client is, in addition to the solopreneur, the business’s cornerstone. As mentioned extensively, finding the client who wants to patronize the business is the optimal scenario for everyone involved. The ideal client will spend more money in the business (and do so happily), attend their appointments reliably, participate in the solution (homecare) they are seeking, and tell other ideal clients about their experience. The goal here is not necessarily filling the books with every appointment possible but to get the percentage of ideal clients the business has as high as possible. When the ideal client of a business is pleased, they bring more like-minded clientele with them. Once this happens, the only correct course of action for the solopreneur is to lean even more heavily into marketing to the ideal client. Internally tracking clients considered ideal clients is a fantastic exercise for the solopreneur. This offers the solopreneur a way to measure the accuracy of their marketing efforts.
The solopreneur that hones in on their ideal client and uses their marketing efforts to consistently speak to those clients will see surprising success. The ideal client gives the solopreneur maximal satisfaction, financial security, job satisfaction, and financial efficiency. Because they spend more, the business earns more in less time.
TLDR? Identify your ideal client. Talk only to them in marketing efforts. Watch the business grow.
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Nichelle Mosley’s passion for aesthetics was born out of a desire to help others, after failing to find help for her own acne as a young adult. Licensed in 2015, she has worked in clinics, plastic surgery practices, dermatologists’ offices, and with family practitioners. She then opened her own clinic in 2017, Queen City Beauty Group + Wellness. She focuses on integrative aesthetics and holistic solutions to clients’ skin concerns. As a member of the International Association for Applied Corneotherapy, Mosley seeks whole-person solutions, while delivering results for clients. She is also the 2019 Skin Games Age Management Champion and 2018 Skin Games Acne Finalist.
