When you’re an entrepreneur running your own salon or studio, there are myriad things you have to do, some more “punch list” items than anything else. For example, you have to pay your quarterly taxes, stay up on your continuing education requirements, keep your client list and calendar organized, and your shop clean.
But the harder, more ephemeral things—those that come into clearer focus only when you zoom out and think about the bigger picture—are the harder (more nap-worthy) items on your to-do list, like growing your business. Cuz let’s face it, if you don’t maintain and grow your business, you won’t have a shop to keep clean or income taxes to pay.
Your client list is the heart and soul of your bottom line. It’s the most important and often one of the hardest things to focus on when you work as a freelance artist. Here are a few tactics to employ to ensure you’re keeping your clientele top of mind.
Know your competition
You know the old saying, “keep your friends close and your enemies closer”? Well, it’s a successful strategy because it works. Don’t get me wrong; we’re not saying your competition is your enemy. Quite the opposite. Your competition can be an incredibly valuable asset, not only for sharing and learning from them but also because we’re all in this together. Nothing good comes from making enemies or refusing to help out a fellow artist.
The takeaway here is to learn what others in your industry are doing. Stay alert and aware. Play customer. What’s working? What isn’t? What are the trends? Learn from your competition and look for opportunities. Who knows, maybe you’ll end up with a new partner someday.
Be savvy about social media
Love it or hate it, social media is here to stay. It’s critical to have a plan, a presence and a schedule. Whether it’s Instagram, Facebook, Twitter or a combination of one or more, put your work out there and interact with people. A wise person once said, “If you don’t give people the story, they’ll make up their own.” Don’t let other people own your story.
Keep a running list of promotional ideas
Keep an eye on your bottom line and make sure you are closely tracking your clients and your income. Set realistic targets for your growth and stick to them. If you’re maintaining your numbers, great; but if they start to dip, it’s helpful to have a plan to fall back on so you don’t end up in a sweaty panic. If you have a list of ideas like “bring a friend” day or “the eleventh service is 25 percent off” in your back pocket, you’ll be able to quickly and easily employ your tactics and work on getting those numbers back to where you want them.
Being your own boss is one of the most rewarding paths you can take in this life. It’s also one of the most challenging and potentially stressful. But it doesn’t have to be. Plan your work, and work your plan, and you’ll find yourself relaxing and enjoying the ride far more frequently than not.