How online is too online in your business?
Death, taxes + influencers
Hey, you! Are you a small business owner in the digital age? Are you working your ass off in a brick + mortar space to provide a service to your clients?? Would you like ANOTHER full-time job as a social media manager???? We thought so! <3
Having a meaningful online presence can definitely be a gift to your business by increasing exposure, resulting in more clients + networking opportunities - not to mention creating other avenues of income. However, speaking from my own experience, it is 100% necessary to be mindful + consider your actual business goals when it comes to your time online. This will determine how much work you should actually put into your social media so you don’t waste PRECIOUS time + energy on these hellscape apps!!
Build a digital brand, have a digital brand
When I first opened my business in 2020, I along with countless others believed that I wouldn’t gain clients or be successful without randomly going live on Instagram once a week (lmao). The motto was JUST SHOW UP! Uh, no freakin thanks. Going live sucks in my opinion + is a waste of my time!!! Local clients are not sprinting to my Instagram to watch me sweat my ass off in real time.
To this end, many biz owners in 2024 feel that they have to spend time + energy making trendy TikToks/Instagram reels to feel like their business really exists and is visible to clients. Let me hold your hand as I tell you this…
Your online presence will grow your online business! Do you have or want an online business? Do you want followers or do you want clients in the door that you have rapport with + who trust your work? From my personal experience, 10 solid Google reviews from happy clients are worth 500 TikToks that are being viewed by people 1000 miles away from you or by fellow estheticians on Instagram. If you’re not catering to that audience, a lot of your energy is much better spent on perfecting your craft + improving your physical space, not to mention client experience!!!!
Benefits of being loved online
Being active online is an amazing way to make industry friends, which btw friendship is a treasure + there is much support to be found in the online esthetician community.
If you feel like things are running smoothly in your physical business - books are full enough to pay all the bills, clients are pleased with you, you feel like your services are at the top of your game - why not cultivate an online presence? At the end of the day, this can really only benefit your brand if you want to expand your streams of income. The key is to create content intentionally so that it serves the purpose that you need it to serve, rather than spending hours creating filler posts to launch into the void “just to show up” (for what lol).
You can also use socials to nourish existing client relationships by making fun posts that current clients specifically would enjoy, which will make your people feel seen + appreciated! The temperature of the working class right now is that people are sick of being sold to online in disingenuous ways. The good news is, because you already have a solid client base, you don’t have to be salesy or a pretend influencer! You have the luxury of just being who you are with your clients + making friends with other esties, wooooo!! Prospective clients who visit your page will also love the energy that you bring to your existing clientele + want to join that club :)
When to log off
Are you extremely unhappy at work but forcing a smile for Instagram stories??? Are you feeling burnt out/overworked before even thinking about socials? Is your studio four walls + a table with zero personality???? How’s that client retention rate??
My friend: your physical space, your client experience + your own mental health are the literal foundation of your business as an esthetician. Good clients will appreciate the time, effort + money you invest into giving them the best possible experience much more than your take on online trends or making videos ranting about your cancellation policy (we have ALL been there, I am in solidarity with you lol). If you have major holes in any of these areas, it’s time to log off + reconsider the best use of your time.
Sometimes people feel that they’re performing by having to put themselves out there with enthusiasm when they’re really an introvert, or maybe they feel pressured to participate in a trend they think is stupid. Behind the motivation to do any of this is the fear that they won’t gain clients or be relevant in their industry - I just want to reassure you that this couldn’t be further from the truth. If you find yourself getting more personal online than what you’re comfortable with just for visibility, it’s time to take a step back + reflect on your priorities!!
TL;DR
reasons to spend less time online
You’ll have better in-person client connection if creating content + scrolling apps isn’t draining your energy all day, and you won’t be selling your life to spectators online.
No more compare + despair!!! When you’re not extremely active, industry samies aren’t stalking your profile ready to offer unsolicited criticism or badgering you for free business advice.
Your personality will be genuine, versus revolving around whatever is trendy. Slay!
More time + energy to focus on the most important aspect of your business: your client experience!
You won’t spend money/make business decisions to “keep up with” or impress other estheticians. Do you actually want a storefront? Do you want to manage a team? Or is everyone else just doing it?
Amazing for recovering people pleasers. No need to seek the validation of others! Likes be damned.
You will create for the joy of creating! It won’t feel so much like a chore you resent doing.
Your business will seem more professional + polished with a more curated content feed. This does NOT mean stuffy + boring!! You can have a curated feed with personality that feels like your brand in all of its authentic glory.
You will leave more work at work! HALLELUJAH amen, we have enough jobs as it is.
I genuinely hope this blog post resonates with anyone who needed it! I’m so excited to be a part of the all-too-important conversation regarding our relationships with social media. You ALWAYS have the right to do social media on your own terms. It has to work for you, or it isn’t working period!!!
Happy logging-off!
TTYL,
Lauren <3 🐏