Running a successful permanent makeup business involves so much more than the technique and treatment itself. To get clients through your day and earn money, you need to know how to market your services – without marketing, you will struggle to booked up and work as a PMU artist full time!

There’s a lot to do, and since we don’t all have a marketing degree, we wanted to give a little something back by telling you all about content pillars - what they are and how you can utilise them to increase your visibility, level up your social media marketing and get more bookings!



Why Use Social Media for Marketing?

We’d be amazed to find a PMU artist who doesn’t use social media! For so many artists it’s their main method of tracking progress, advertising to new clients, and hosting an online portfolio.

But there is a lot more to this part of marketing that meets the eye, and while taking a cute picture of a freshly-done treatment might be easy, there’s so much more you could be doing!

Instagram, TikTok and Facebook are particularly popular ways to be seen by your target audience, and each of them includes options for targeted marketing, allowing you to make sure only the right people see your posts. It’s important to keep track of what works, as algorithms can change all the time.

Learning to use your chosen social media’s analytics tool will also allow you to better understand your marketing strategy, what works, and how your efforts are turned into results! This also key to identify a strategy that isn’t resonating with your audience – giving you a chance to change and improve your marketing tactics.

Why Clear Structure and Consistency is Essential

It’s easy to get overwhelmed by the pressures of social media when that includes customer management, promotion and communication. And while your clients are unlikely to expect content on a specific schedule, regularly posting does help with your visibility. Consistency is one of the biggest strengths of a successful PMU business social media page!

By planning out your content schedule, you can manage your content creation more effectively, rather than running with ideas the moment they pop into your head. It also helps to maintain your brand identity, as consistency in your tone of voice and style helps to build trust and authority.

Finally, a consistent schedule will allow you to more easily check your analytics for useful information and measurable results!



So, What Is a Content Pillar?!

Think of a content pillar as a topic or theme that can help serve as a framework for your social media strategy. This is something that is going to appeal to your audience and resonate with them, encouraging them to engage with your content, follow you on socials and ideally – book an appointment.

You can come up with ideas for content pillars for yourself, or you can copy what other PMU artists are using if you’re less sure what kind of content your clients - and potential clients - want to see. The easiest way to do this is to put yourself in their shoes, and think about what content would catch your attention and encourage you to make a booking!

How to Use Content Pillars in Your Social Media Marketing

It’s a good idea to start by identifying the content pillars that you want to work with. Here are just a few examples that we like to work with:

  • Portfolio - Showcasing your work - preferably including before and after images - and discussing any challenges or nuances. Update with healed results if you can and showcase the range of clients you work on, demonstrating your level of skill and expertise.
  • Behind The Scenes - This is your chance to show your personality! Show your daily routine, what you get up to between clients, or just take your clients on a tour of your clinic so you know what to expect. This increases authenticity and helps your audience develop a connection with you – making them much more likely to book in.
  • Testimonials - Authentic reviews from happy clients is the best possible way to get new customers - don’t forget to include images of the process!
  • Education - Think of this as giving back to the community, or just making things transparent for your clients! Show the extent of your knowledge through your posts and answer client FAQ’s that may be the barrier to a follower booking in.
  • Promotions - Use these sparingly to highlight special offers, new services and events. Remember that special offers become less special the more of them you do! You don’t want to bombard your audience with sales-focused content as it can seem inauthentic.

Once you’ve brainstormed some ideas for each of your pillars, you can start planning your content out by producing a mixture of all the above content pillars. Try to start with a roughly even mixture, and later on you can analyse which types of content worked best! We’d suggest starting simple with 3 clean content pillars and planning your social media content around these.



As always, utilise your analytics to identify the days and times your audience are most active to ensure your posting schedule is optimised.

With a robust marketing plan you’ll never run out of ideas for your social media marketing strategy, and will benefit from the increased exposure in even more bookings!