In this episode of eCommerce Experts Talk, Marc Bishop interviewed Helen, a beauty aesthetician who owns a business online. She reveals how she got inspired, what are her challenges and how she utilises digital marketing strategies to upkeep her online business. Watch now for some profound insights.
I’m good. How are you?
Awesome. Thank you for having me today and I’m really happy to be here.
Sure. So I am an Aesthetician. I’ve been in a situation for the last nine years now. Prior to doing so, I was teaching science. I was a science instructor. I have a degree in biology. And so science is my passion. Initially, I wanted to, you know, take a stab at medical school and it didn’t work out. And once I started teaching, I kind of took a stab at like doing makeup. And that was fun. But I had a deeper passion for wanting to know more about people’s skin. So I became an Aesthetician. Now what I do is teach people about how to take care of their skin because, believe it or not, it’s a science behind it. Even makeup is the science behind it. And so that’s the passion that I have, which is helping people understand not only what’s going on with your skin, but why it’s happening and what you need to do to correct it. And outside of that, I have a studio where I perform skincare treatments, makeup, you know, lash extensions and other beauty enhancements.
Oh yeah. For sure. Definitely. For sure. You know the first thing people look at when they see you is your face. So you know it. I think it’s an underrated asset. And as an entrepreneur or as someone who is in a leadership role constantly in front of people, it is definitely something that you have to take into consideration when it comes to your everyday image. I think people.
I think people when they think of images, sometimes automatically think of style and clothing or maybe hair. They tend to forget about your skin, your makeup and things of that nature.
Yes, for sure. For sure.
So starting an e-com business, it is definitely different from when you have like a brick and mortar. And I think for me, the most difficult thing was to figure out my target market. And when you’re building organically, you have a small budget and very few ways that you can do that. You know, the market testing, a lot of times it requires a bigger budget. So it’s you could run ads. I’ve been in business for some time now and I’ve just gotten to the point where I figured the whole actually out. So it took time. It took time just for me to understand exactly who I was marketing to online in order for them to buy the products and services.
My core market is entrepreneurs, women who are constantly on camera or content creators, people whose image affects their profession to a certain extent, like salespeople, and people who are actors and models. I have a lot of those clients as well.
I had to find my niche. Exactly. Once I found my niche, it became a lot easier.
I feel like my background with me having such a strong understanding of the science behind it, gives me a little bit more leverage to educate the client and not just sell to the client. It gives me the opportunity to connect with them more by educating them so that I can understand their needs better.
Sure. It helps. It definitely helps. That way I’m able to answer any questions that they may have or any doubts they may be having.
I would say just trust the process. I think sometimes we make it more difficult than we have what we have to do. You don’t have to do everything on your own. You can outsource things that you don’t know and allow you to focus on the things that you do know or what you are passionate about in it. It’s a lot less draining. It took me some time to figure that out, and then once I started outsourcing different tasks, things became a whole lot easier for me and I was able to focus on the things that I wanted to focus on. Better in my brand started to grow.
Yeah. But outside of interesting, I know starting out, sometimes people don’t have a lot of money for certain things. The budget is smaller, but even with doing that, there are ways around that. Like with marketing, I knew that I needed help, but I couldn’t exactly afford a virtual assistant or actual assistant or whatever, so I hired an intern. And so that was helpful. That was I was able to focus on some other things while she was doing things for me. We both benefited from the relationship, so sometimes you have to think outside the box. And then once I was able to start paying her, she started doing my marketing for me. So there are ways to get around the things that you need. You just have to be patient, trust the process and think outside the box.
A lot of it now is online. But for my studio here locally in Atlanta, Georgia, it’s word of mouth mainly.
Yeah, yeah. When it goes away, you know, like that, that’s I feel like that says highly speaks highly of your services.
Yeah, that’s true. That’s true.
Yes, for sure. Thank you for having me. It was a pleasure and I look forward to seeing how it comes out.