How to Get More Clients as a Makeup Artist

17 Proven Strategies for Makeup Artists to Get More Clients

Building a client base and continuously attracting new clients can be challenging for makeup artists. Fortunately, there are many ways to attract new clients both online and offline. Freelance makeup artists, whether working in a studio or traveling to clients (e.g., for weddings or special occasions), need to gain more online visibility to attract more clients. It’s essential to reach people in your geographic area and become visible for local search queries such as “makeup artist near me” or “makeup artist in [city].” That’s why we have 17 proven strategies to help you build a strong online and offline presence, increase your visibility among local clients, and ultimately get more clients as a makeup artist.

Develop your portfolio

It will be challenging to get clients without a proper portfolio that showcases your skills and previous makeup designs. Even if you’re just starting as a new makeup artist, create a portfolio by asking friends and family to be your models. Share your work digitally on your website, social media, and any other relevant platforms. Use your best images for your Google Business Profile and as cover images on business directories or your Facebook page.

Offer promotions

People love free or discounted offers! Offering promotions can be a great way to attract new clients who are interested in your services but may still be hesitant. Consider offering a free trial makeup session to build trust or a discounted price. During the winter months, lowering your prices for winter weddings can be especially effective, as demand is generally lower. Ensure that anyone looking for a makeup artist feels encouraged to reach out to you!

Here are 4 examples of discounts that you can offer:

1. First-Time Client Discount Example: “20% off for First-Time Clients” Why It Works: A special discount for first-time clients is a great way to lower the barrier for those who are curious but not yet ready to commit at full price. It gives them a reason to try out your services, and if they’re impressed, they’re likely to return at full price.
2. Referral Discount for Existing Clients Example: “Refer a Friend and Both Receive $15 Off Your Next Appointment” Why It Works: Referral discounts encourage word-of-mouth marketing, which is incredibly valuable for service-based businesses like make-up artistry. Not only does this bring in new clients, but it also rewards your loyal clients for helping you grow your client base.
3. Seasonal or Holiday Discounts Example: “10% Off All Services for Valentine’s Day or Prom Season” Why It Works: Holidays and special events like prom are high-demand periods for make-up artists. Offering a small discount during these times can incentivize more bookings and fill up your schedule. Consider adding limited-time language, like “Book by [date] to save!” for urgency.
4. Loyalty Program or Discounted Packages Example: “Book 5 Make-Up Sessions and Get 1 Free” or “Save 15% with a 3-Session Bridal Package” Why It Works: Loyalty programs or package deals encourage repeat bookings and give clients a reason to keep coming back to you. Packages are also appealing for special occasions, such as weddings or photo shoots, where clients may need multiple sessions.

Utilize social media

Social media is likely one of the most essential tools for a makeup artist, as people often turn to Instagram, Pinterest, TikTok, and Facebook for inspiration on makeup styles. Before choosing a makeup artist, clients typically search for specific looks. If your profile appears in these searches with an inspiring portfolio, the chances of being booked increase!

Which Social Media Channels Are the Best for Makeup Artists?

Focus on the platforms your target audience frequents most. For example, if you specialize in bridal makeup, consider the average age of bridal couples in your country, and find out which platform this age group spends the most time on. That’s where you should focus your efforts.

Generally, the best platforms for makeup inspiration are Pinterest, Instagram, Facebook, and TikTok. YouTube Shorts is also a great option for showcasing your work. If you create content for TikTok, upload it as an Instagram Reel and YouTube Short as well. When posting on Instagram, use the feature to share it simultaneously on Facebook! This approach helps you cover multiple channels with minimal effort, broadening your reach effortlessly.

Google Business Profile Optimization

Optimizing your Google Business Profile is crucial for local businesses, whether you have a brick-and-mortar location or operate as a service area provider. Your GBP is often the first thing potential clients will see when they search for local terms like “makeup artist in [city]” or “makeup artist near me.” Let’s make sure your profile stands out and ranks at the top of these search results with a compelling, attractive profile!

Consider the following when updating your GBP:

• Claim or sign in to your GBP
• Fill in or update (if necessary) all your details (name, address, e-mail address, phone number, website link)
• Add a business category (and secondary categories)
• Add attributes
• Add an appointment booking link
• Add images (logo, your best work)
• Add links to your social accounts
• Add a compelling description that includes local keywords

Our experience: We see many businesses that aren’t fully utilizing their Google Business Profile, even though it’s one of their most important online assets. Missing attributes, incorrect business details, and poor-quality pictures - all of these factors impact your online visibility and determine how many potential clients will see your profile and consider you as their makeup artist.

Learn the best tricks to get more organic visits to your Google Business Profile!

An option for online booking

Offer easy and convenient ways for clients to book an appointment. Remember, each client is different - some prefer to call, while others may want to book through a tool, email, or WhatsApp.

• Booking Form: A booking form on your website is essential. Include a calendar where clients can view your availability and schedule appointments easily. Various booking tools can be integrated with your website, depending on your website provider.
• Booking Link on GBP: Google Business Profile allows you to add a booking link. Select your booking provider in GBP settings and link it to your profile. This enables clients impressed by your GBP to book an appointment directly, without needing to navigate to your website. Make booking as effortless as possible!
• Contact Page: Have a clear, accessible contact page on your website with your phone number, email address, and contact form. Encourage potential clients to reach out for more information.
• Phone Number: Display your phone number everywhere it’s relevant. Ensure it’s correct on your Google Business Profile, website, business directories, and social media accounts.

Collect Citations in Business Directories

Citations are mentions of your business name, address, and phone number (NAP) on external platforms, primarily business directories (essentially online Yellow Pages). These directories can directly and indirectly enhance your online visibility. The more citations you have, the more signals are sent to Google that your business is legitimate and active, which helps boost your visibility by allowing potential clients to find you on these platforms. Start by creating profiles on key business directories to establish a strong presence.

Start by creating a profile (listing) on the following business directories:

1. Yelp
2. GigSalad
3. Thumbtack
4. WeddingWire
5. The Knot
6. StyleSeat
7. Beautylish
8. Fash
9. Bark
10. Makeup Artist Directory

NAP Consistency

Inconsistent data not only confuses potential clients but also Google, leading to decreased visibility in local search results. Ensure your NAP details are identical across the web by regularly checking your Google Business Profile (GBP) and other directories to match your website’s information. Remember, users can suggest edits to your profiles, and if these changes aren’t reviewed in time, they may be published automatically, resulting in NAP inconsistencies. Stay committed to maintaining consistency and improving your local search performance.

Start Your Own Website

Besides using social media channels, we recommend having a website. A website demonstrates professionalism and dedication to your work. It provides an excellent opportunity to showcase your portfolio, share essential information with potential clients, and offer a convenient booking option.

Website Structure

Below you can see an example of how we would structure a website for a makeup artist with a local focus:

1. Homepage
   • Showcase a clear value proposition (e.g., “Professional Makeup Artist in [City] for Weddings, Events, and Photoshoots”).
   • Include high-quality images of recent work to highlight skills.
   • Add location-based keywords in the title, meta description, and H1 tag (e.g., “Makeup Artist in [City]”).
   • List top services with links to individual service pages for easy navigation and keyword focus.

2. Services Pages
   • Create separate pages for each service offered, such as bridal makeup, event makeup, and makeup lessons.
   • Optimize each page with local keywords (e.g., “Bridal Makeup [City]”).
   • Include pricing information or packages, if applicable, with a call-to-action to book or inquire.
   • Use client testimonials specific to each service.

3. About Page
   • Share the artist’s professional background, certifications, and expertise.
   • Mention local connections (e.g., “Serving clients in [City] and surrounding areas”).
   • Add a photo of the artist to personalize the site and build trust.

4. Portfolio Page
   • Showcase a gallery of high-resolution images divided into categories (e.g., bridal, editorial).
   • Use alt text with local keywords (e.g., “Bridal Makeup in [City]”).
   • Add captions or descriptions with local service details to increase keyword relevance.

5. Booking Page
   • Provide an easy-to-use booking form with options to select services, preferred dates, and locations.
   • Include call-to-action buttons for booking on every page, linked to this booking form.
   • List contact information (email, phone number) with service area details for local SEO.

6. Blog Section
   • Publish blog posts on makeup tips, trends, and event preparation (e.g., “Top Bridal Makeup Trends in [City]”).
   • Write about local events or collaborations (e.g., “Working with [Local Photographer/Venue]”).
   • Use long-tail keywords related to local services to capture search traffic.

7. Contact Page
   • Add full contact details (address, phone, email) and Google Maps integration for location relevance.
   • List service area cities and neighborhoods in text for local SEO visibility.
   • Add FAQ about services, availability, and pricing to address common client questions.

8. Testimonials Page
   • Include a dedicated testimonials page with reviews from previous clients.
   • Use local details within testimonials (e.g., “[Client’s Name] from [City]”).
   • Request reviews that mention specific services and locations.

9. Footer
   • Include business name, address, and phone number (NAP) for local SEO consistency.
   • Link to social media profiles and Google Business Profile to build authority.
   • Add quick links to key pages (e.g., services, contact, about) for user convenience.

Our tip: Include prices! We notice that many businesses hesitate to share prices online for various reasons, but it can be frustrating for clients who want quick and easy information. If you're comfortable sharing at least a price range, definitely create a pricing page! Especially for bridal or special occasion makeup, clients often have a budget in mind and want to know right away if you’re a suitable option. Remove any uncertainty and use a pricing page to your advantage.

Create content

Consistently creating content can establish you as an expert in the makeup industry and enhance your online presence. Share makeup tutorials, tips, before-and-after transformations, or product recommendations on platforms like Instagram, YouTube, or your website’s blog. Helpful and relevant content can attract viewers who may eventually become clients, especially if they’re local to your area. Incorporate SEO keywords to boost visibility in local searches. Regularly updating content with fresh ideas and trends demonstrates your commitment to your craft, keeps followers engaged, and builds trust with your audience.

Post Tutorials

If you're already creating content for Reels, TikToks, and YouTube Shorts, consider adding educational videos, like makeup tutorials. Makeup tutorials are still highly popular and can boost your brand awareness and recognition as a makeup artist. To create the perfect tutorial, start by setting up a well-lit area, ideally with natural light or a ring light for even and flattering illumination. Position your camera at eye level and use a stable tripod for clear, steady shots, capturing both close-ups and full-face views to showcase each step effectively. Speak clearly and maintain a steady pace, explaining each product and technique in detail to make it easy for viewers to follow along and recreate the look.

Unique business cards

Make a lasting impression with unique, memorable business cards that reflect your personal brand. Instead of using standard templates, opt for high-quality materials, unique shapes, or creative designs that showcase your artistry and professionalism. Consider including small visual elements, like a sample of your portfolio or a QR code linking to your Instagram or website. Standout business cards are more likely to be kept and shared, increasing the chances of word-of-mouth referrals. Hand them out at events, workshops, and local businesses to boost your visibility. Make sure your cards clearly convey your services and contact details for easy follow-up. While they may seem old-fashioned, business cards remain highly effective, especially for local networking.

Client testimonials

Besides your portfolio, recommendations and client reviews are essential. Since you work closely with clients, they want assurance that you are friendly, responsible, and trustworthy before booking an appointment. Display client testimonials on your website, and social media, or even include your overall rating in your email signature.

How to Collect Client Reviews?

There are multiple smart ways to collect more reviews from your clients:

• Ask in person: After completing a job, make it a habit to ask your clients for a review.
• Create a QR code: A QR code that links directly to your Google Business Profile review section makes it easy for clients to leave feedback. If you're using Obenan tools, you can automatically create a review campaign with a QR code. Claim the review link from your GBP settings, and use a free QR code generator to create a QR code that you can print or display on your phone for clients to scan.
• Thank you cards: Sometimes clients can’t leave a review right away, especially during big events like weddings. Create a thank you card to leave with clients after the job is done. Print your QR code on it, and emphasize how much their review would mean to you.
• Send follow-up emails: In addition to thank you cards, send a follow-up email to clients you've been in email contact with. Send a friendly email thanking them for the opportunity to work together, and kindly ask for a review. Be sure to include the link to your GBP!

Ask Your Customers for Referrals

Referrals from satisfied customers can be highly effective for attracting new clients, especially in service-based industries like makeup artistry. Politely ask happy clients if they’d be willing to refer friends, family, or colleagues, perhaps offering a small incentive, such as a discount on their next service or a complimentary add-on. Include referral details in your post-appointment follow-up email to make it easy for clients to share your contact information. Simplify the process by offering a referral code or tracking system. The key is to create a referral program that feels natural and rewarding without being overly promotional.

Our tip: To keep the referral program manageable, make it a condition that the referred client must provide the referrer's details to qualify for the reward. Keep track of these details in an Excel sheet so you know who is eligible to receive the referral reward at their next appointment. You can also use stamp cards for loyalty stamps and grant a stamp for each referral.

Community engagement

Building strong community connections is an excellent way to increase your visibility and credibility as a makeup artist. Participate in local events, sponsor small gatherings, or volunteer at charitable events, particularly those related to beauty, wellness, or the arts. Supporting the community helps you build goodwill and makes you more recognizable to potential clients in your area. Engage online by joining local social media groups or neighborhood forums to offer tips, answer questions, or share your services. Becoming an active community member can lead to valuable connections and referrals, as people often prefer working with trusted local professionals.

Contests and giveaways

Hosting contests and giveaways can generate buzz around your makeup services and attract new clients. Offer a free makeup session, a service discount, or a small beauty package as a prize. Encourage participants to engage by sharing your post, tagging friends, or following your social media accounts, which can quickly boost your online visibility and introduce your work to a broader audience. Collaborate with local businesses or influencers to expand your reach even further. Giveaways are not only exciting but also an effective way to increase engagement, potentially converting new followers into loyal clients.

Collaborate with influencers

Partnering with influencers, especially those in beauty, fashion, or lifestyle, can help promote your services to a wider audience. Seek influencers who align with your brand and have an engaged local following. Offer a complimentary makeup session in exchange for a feature on their social media, allowing them to share their experience with their followers. Influencers’ personal recommendations often resonate strongly, making this a powerful way to attract new clients. Consider collaborations for specific events or photoshoots to gain additional exposure. The influencer’s endorsement can enhance your brand’s credibility and introduce your work to potential clients.

Attend makeup workshops

Attending makeup workshops, both as a participant and instructor, can help you expand your skills, network, and client base. Workshops allow you to learn new techniques, stay updated on trends, and gain inspiration from other professionals. If you’re experienced, consider hosting a workshop to showcase your expertise to an engaged audience and potentially attract new clients. Participating in local or regional workshops also increases your visibility among peers and potential customers. This hands-on approach to community building fosters new connections, as well as referrals, and boosts your reputation as a knowledgeable makeup artist in your area.

Partner with Photographers and Businesses from Your Niche

The best way to expand your portfolio is by partnering with photographers or other small businesses in your niche, such as hairstylists and boutique shops. Participate in styled shoots (like a staged wedding) to showcase your skills and gather high-quality photos that you can display on your website and social media channels.

Wrapping Up - Get More Clients as a Makeup Artist Today!

Getting more clients as a makeup artist involves building a strong online presence and using offline networking to form relationships and broaden your audience. Start by creating a portfolio and gathering client testimonials; use thank-you cards and follow-up emails to encourage reviews. Leverage social media channels like Instagram and Pinterest for exposure, and optimize your Google Business Profile to appear in local searches. Utilize promotions and referral programs, and consider collaborations with local influencers, photographers, and community events to expand your reach. Finally, develop a professional website with essential pages, an easy booking form, and regular content updates to maintain engagement and showcase your expertise.

While managing social media and your website may be feasible, we understand that optimizing your Google Business Profile and maintaining a local SEO-friendly online presence can be time-consuming and require specialized knowledge. That’s why we’re dedicated to helping small businesses like yours rise to the top of local search results. With our local SEO tools and experts at your side, we automate all essential local SEO tasks to increase your online visibility and attract more clients. The tasks you lack time for or expertise in, our tools handle for you. With Obenan, your online visibility will grow, and with it, your client base.