Promotion of a Permanent Makeup Studio: Increased Client Flow by 3.5 Times

We took on a brow tattooing studio with the goal of not just attracting new clients but doing so efficiently without significantly increasing costs.

Order Service

Task

Increase the Number of Inquiries

The client approached us after an unsuccessful experience with a previous contractor who failed to deliver tangible results. The main goals we set for ourselves were:

Improve promotion efficiency while maintaining the current budget.
Increase the flow of clients for permanent makeup services.

Permanent Makeup Services Promotion Strategy

When developing the strategy, we had full carte blanche in choosing marketing tools. We used a comprehensive approach:

We defined the sequence of actions and immediately proceeded with implementation.
Simultaneously, we conducted product and target audience research to accurately identify growth points.

Task Distribution

To achieve the goals, key areas of work were identified:

Contextual advertising.
Website optimization for proper mobile functionality.
SEO promotion.
Creating landing pages to increase conversion.

Considering the timeline for achieving initial results and potential risks, a phased plan was developed:

Month 1: Priority on Contextual Advertising

Restarting paused ad campaigns to prevent stagnation.
Fixing setup errors to improve efficiency.
Starting SEO and technical website optimization in the background.

Months 2 and 3: Adaptive Optimization

Developing a mobile version of the website to enhance the user experience on smartphones.
Resolving technical errors and improving loading speed.
Adjusting ad campaigns based on collected analytics.

Month 4: Creating Landing Pages

Developing landing pages to attract clients and increase conversion.
Continuing SEO optimization, which yielded initial results in organic traffic growth.

Understood the Product and Target Audience

For quick and informed contextual ad setup, it is crucial to craft a compelling USP (unique selling proposition). To do this effectively, it is necessary to:

Clearly define the target audience (TA).
Understand the client’s competitive advantages.
Present these advantages in a favorable light.

Working with the Target Audience

Together with the client, we developed audience profiles for each service category. For each group, we worked out unique advantages, highlighting both general and specialized ones.

Studio Advantages

Service Quality:
We emphasize the professionalism of the artists and the use of certified pigments. We highlight strict adherence to sanitary standards and an individual approach to each client.

Affordable Prices:
We explain that prices remain affordable due to in-house operations and the absence of intermediaries. High quality without overpaying.

Convenient Location and Flexible Schedule:
Located in the city center, with free parking and the option to book evening or weekend appointments.

Long-Lasting Results:
We use durable pigments and proven techniques to ensure long-lasting results without frequent touch-ups.

Example Ads

To create engaging ads that speak directly to each TA, we used the following advantages:

Ad 1 (about microblading):
“Perfect Brows Without Effort!
Natural shape and color
Long-lasting results up to 2 years
Experienced artists
Book a free consultation!”

Ad 2 (about lips):
“Perfect Lip Tone in One Visit!
Long-lasting permanent makeup
Custom color selection
Safe and painless
Book now with a discount!”

“Deep understanding of the target audience and competitive advantages is the foundation of successful marketing. When you understand what matters most to your client, every marketing step becomes precise and effective. These are not just words but the key to real results—increased inquiries, reduced acquisition costs, and improved loyalty.”

Maxim. Project Manager

Audience Segmentation and Individual Approach

The first step was identifying key client groups. We determined that the main target segments were:

Clients seeking permanent makeup services for the first time
For them, understanding the technology, safety of procedures, and the professionalism of the artists are crucial. We emphasized the quality of work, artist certifications, and transparency of processes.
Regular clients willing to try new services
We offered additional procedures and promotions to this group. The focus was on current beauty industry trends, which attracted their attention and increased bookings.

Content Creation Approach

For each audience category, we prepared unique materials:

Detailed explanations of the process, effects, and duration of procedures.
Demonstration of aesthetic benefits (before and after photos).
Testimonials from satisfied clients to build trust.

Results

Tripled the Number of Orders:

192 → 657
Thanks to comprehensive promotion efforts, the studio achieved significant growth in the number of orders.

Conversion Rate: 0.29% → 0.66%

The increase in conversion was made possible by a well-thought-out strategy and precise optimization.

Website Orders: 1,500 → 6,000

These metrics are the result of effective traffic and conversion management.

How We Achieved These Results:

Increased Traffic:
- Significant growth in organic traffic through effective SEO efforts.
- Increased clicks from contextual advertising without raising ad spend.
Improved Conversion:
- Optimization of ad campaigns.
- Enhancing content and landing page quality to build client trust.

This strategy not only significantly increased client flow but also substantially improved the return on investment in marketing activities.

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