If you’re a stylist struggling to put yourselves out there to market your business, you don’t want to miss today’s Alumni Q&A with Constance Turman. Constance is our Marketing and Events Manager here at The Paid Stylist and a Paid Stylist alumni. She lives and styles out of Seattle, Washington. Her styling business, The Constant Stylist, launched in January 2016. Since launching her business four short months ago, Constance has quickly created some amazing partnerships in her community to grow awareness around her brand.
Read on to learn more about her journey to becoming a personal stylist, what marketing trends she recommends every personal stylist should focus on to improve online presence, and her tips for getting over the fears of marketing. Enjoy!
Tell us what attracted you to personal styling and motivated you to join The Paid Stylist.
While working a full time job with one of the largest technology companies on the eastside, I made a decision to fulfill a dream I've had for a very long time. I combined my background in both retail and training with my love for fashion and, in the process, brought my dream to life.
I remember going away to the beach house for a good friend’s bachelorette weekend, surrounded by many close friends we of course began discussing our dreams – my girlfriends began to encourage me to make my passion an official reality. A few months later, I received a link from one of them telling me someone was doing exactly what I was describing. I reached out to that stylist and they put me in touch with the amazing Michelle Rodriguez at The Paid Stylist. After trying to build my own website for a year and just “never getting around to it”, I interviewed to be a part of the Committed Program and was accepted, that was a great day! This was the beginning of removing key roadblocks to getting started.
In a recent webinar hosted by The Paid Stylist, you shared some key marketing trends that we should be aware of as personal stylists. If you had to pick one for us to focus on in 2016, which would you choose and why?
Mobile would be where I would recommend your focus be for the remainder of the calendar year. Just think about it for a minute: how often do you use your mobile device? How do you shop? How do you search for a vehicle? A hotel for your vacation? Here are a few stats that illustrate that:
Mobile use now accounts for more than half of the total time people spend on digital devices.
80% of Internet searches are conducted on smartphones.
60% of all email in the US is now read on smartphones Moveablelink
In 2015, mobile Internet traffic surpassed desktop traffic, according to Google.
Partnerships are critical to growing a personal styling business. Can you describe one or two ways stylists can build partnerships through their marketing efforts?
I would recommend partnering with local non-profits and local shop owners and/or businesses that show interest and are well-suited for your growing stylist business.
For example, a weight loss and diet coach recently reached out to me. She sees her clients struggling with transitioning back into life after extreme weight loss and wanted to partner with The Constant Stylist to provide a styling service for her clients 30, 60 and 90 days into their personalized program. Another type of partnership I have leveraged and would highly recommend is taking the time to get to know your local magazines – specifically the Marketing & Event coordinator. Meet with them face to face. Tell them about your business, talk about any upcoming business ideas – communicate about your interest to partner and be sure to continue to follow-up every 4-6 weeks. Staying on their radar is key!
We frequently hear from personal stylists that they feel a little hesitant to market themselves because they’re afraid to come across as overly salesy. What tips can you offer to help them overcome their fear of marketing themselves and their business?
I totally, get it – marketing yourself can sometimes feel overwhelming. Try to not think about it in these terms. Focus on how you personally like to be approached, and do more of that in your own marketing as a stylist.
Here are some other tips I’d pass along:
Be strategic about your networking – don’t attend every luncheon you’re invited to.
Try to connect with those you already have relationship with or have interest in getting to know more about. For example, I like to reach out to other small business owners for tips & tricks. It helps me get to know those in the area and engage authentically.
Share the love. Anything I love, I want to tell everyone about it, from a wonderful customer service experience to my favorite beauty products to the best new restaurants or coffee hot spots in Seattle – use this tactic when talking about yourself.
Highlight others and their accomplishments. Tell your followers or fans about others, for example, you could share a story about a hometown hero who is making an impact – I always try to meet them when I can, taking time to set up a “coffee connect”, buy them a coffee and have a mini-interview to learn more about who they are and how they got started!
Join your local chamber of commerce!
Head on over to Constance’s Instagram account and say hi. You won’t be let down. We promise!