Optimizing the Beauty Business Customer Journey

May 23, 2024
Optimizing the Beauty Business Customer Journey - A guide for beauty business professionals on enhancing client engagement and retention, featuring a stylish salon setting.

The Ultimate Guide to a Customer Journey for Future-Proof Beauty Businesses

In the beauty industry, understanding and optimizing the customer journey is crucial for attracting and retaining high-value clients. This detailed explanation will guide you through a customer journey tailored to resonate with your ideal buyer, ensuring they receive exceptional value at every touchpoint.

Stage 1: Awareness

Objective: Capture the attention of potential clients and introduce them to your brand.


  • Content Marketing: Create engaging blog posts, videos, and social media content that addresses common pain points and interests of your target audience. Focus on keywords such as "beauty business tips," "online beauty courses," and "future-proof beauty strategies."
  • SEO Optimization: Optimize your website and content for search engines. Use tools like Google Keyword Planner to identify relevant keywords and incorporate them into your content naturally.
  • Social Media Advertising: Run targeted ads on platforms like Instagram and Facebook to reach beauty professionals interested in business growth and online learning.

Example: Publish a blog post titled "Top 10 Beauty Trends for 2024" that highlights your expertise and attracts potential clients searching for the latest industry trends.

Stage 2: Consideration

Objective: Provide valuable information and build trust, encouraging potential clients to consider your services.


  • Free Resources: Offer free resources like eBooks, webinars, or downloadable guides that provide in-depth knowledge on topics relevant to your audience. Use lead magnets to capture email addresses.
  • Case Studies and Testimonials: Share success stories and testimonials from previous clients to build credibility and trust.
  • Email Marketing: Develop an email nurture sequence that provides valuable content and gently guides leads towards considering your paid offers.

Example: Host a free webinar on "How to Future-Proof Your Beauty Business" and promote it through your blog and social media channels. Follow up with an email series that provides additional tips and introduces your mid-ticket online courses.

Stage 3: Decision

Objective: Convince potential clients to choose your high-ticket offers.


  • Personalized Consultations: Offer free or low-cost consultations to discuss their specific needs and how your services can help. This personalized touch can be a powerful motivator for high-ticket purchases.
  • Detailed Sales Pages: Create compelling sales pages for your high-ticket offers that clearly outline the benefits, features, and outcomes. Include testimonials, case studies, and a strong call to action.
  • Limited-Time Offers: Use scarcity and urgency by offering limited-time discounts or bonuses for high-ticket services.

Example: After the webinar, offer attendees a limited-time discount on your "VIP Coaching Program" and provide a detailed sales page that highlights the program's benefits, including one-on-one coaching and personalized business strategies.

Stage 4: Purchase

Objective: Ensure a seamless and positive purchase experience.


  • Simple Checkout Process: Streamline your checkout process to reduce friction and make it easy for clients to purchase your services.
  • Immediate Follow-Up: Send a confirmation email with details about the next steps, what to expect, and how to get started.
  • Onboarding: Provide an onboarding experience that welcomes new clients and sets clear expectations. This can include welcome videos, resource guides, and initial consultation scheduling.

Example: Upon purchasing your high-ticket course, clients receive a personalized welcome email with a link to schedule their first coaching session and access to exclusive online resources.

Stage 5: Retention

Objective: Build long-term relationships and encourage repeat business.


  • Continuous Engagement: Keep clients engaged through regular follow-ups, additional resources, and ongoing support. Use email marketing to share updates, new content, and special offers.
  • Exclusive Communities: Create a private online community or forum where clients can interact, share experiences, and receive support.
  • Upsell and Cross-Sell: Offer additional services or products that complement their initial purchase, such as advanced courses, workshops, or personalized coaching.

Example: Invite clients to join an exclusive Facebook group where they can interact with other beauty professionals and receive ongoing support from you. Periodically offer advanced training sessions or new resources.

Stage 6: Advocacy

Objective: Turn satisfied clients into brand advocates who refer others to your business.


  • Referral Programs: Implement a referral program that rewards clients for referring new customers to your business.
  • Collect and Share Reviews: Encourage clients to leave reviews and testimonials that you can share on your website and social media.
  • Feature Success Stories: Highlight client success stories in your marketing materials to showcase the impact of your services.



Thank you for reading! I'm Jen Kenny, a seasoned beauty business strategist and online course creation expert. My passion is helping beauty professionals future proof their businesses through innovative digital solutions and strategic client engagement. Let's work together to achieve your business dreams.

For more insights and expert advice, visit JenKenny.com