My social media was hacked – here’s what it taught me about marketing my nail business

The Nail Hub education coordinator, Victoria Taylor, reveals how a negative social media experience changed her mindset and approach to business marketing…

Long before Instagram reels, hashtags and viral videos, there was another kind of marketing. It wasn’t glamorous, and it certainly wasn’t instant – but it worked.

When I joined the nail industry in 2004, the main method to build a nail business was getting out from behind the desk and into the community. I printed hundreds of leaflets, knocked on doors, pinned business cards to noticeboards, visited local hairdressers, cafés and boutiques, and introduced myself to anyone who might become a client. I attended networking events, built relationships with other businesses and relied on word of mouth earned through quality service, rather than algorithms.

Every new client represented genuine effort. They weren’t just a number on a follower count – they were someone I’d met, spoken to and built trust with. I learned how to have conversations, create lasting impressions and develop loyal client relationships that often lasted for years.

Today’s social media is an incredible tool, and there’s no denying the opportunities it creates. But somewhere along the way, many nail techs have forgotten that marketing isn’t just about posting beautiful nails. It’s about making connections, becoming known in your local area and giving people a reason to choose you.

The social media obsession

I didn’t realise that I had slowly got sucked into the world of social media, and how much it had started to take over my life. It became addictive and I was emotionally invested in my reach, likes, follows and reactions from members of the public. I started to think that social media was the only way to gain clients and connect in the nail industry.

I had no idea how social media was affecting my mental and physical health until I had my nail business account hacked, and in a second, I lost it all.

Are you enjoying this content?

Join our community to receive more like this

X/Twitter

This field is for validation purposes and should be left unchanged.

Email(Required)

Click here to see how we use your personal data

SIGN UP NOW

I felt sick, violated and simply heartbroken that all my hard work over the years had just disappeared. I did everything I could to get it back, but I was unsuccessful.

Starting from scratch

At first, I couldn’t think about restarting my social media, but I knew I would eventually have to. When I felt ready to do so, I had to remind myself how my business was unaffected without social media. I had built a solid client base locally, and a strong business and industry friendships beyond social media.

I wanted to restart my Instagram account in a way that did not take over my life and allowed me to have balance. I made a conscious effort to limit the time and energy I invested in social media, and reminded myself that it was not the be-all and end-all. If my client list was full, that is what I needed to focus on.

I have rebuilt my social media profile, but I do not obsess over it. I don’t stress about not having as many followers as other nail techs, or my photos not getting as many likes. This has enabled me to to stay focused on my clients and have a better work-life balance. I use the old school marketing methods of printing leaflets and distributing them locally, attending events and networking at every opportunity, and I am busier than ever.

“The businesses that stand the test of time aren’t built on a viral post. They are built through consistency, professionalism and showing up day after day – even when nobody is watching.”

There are so many people out there, like myself, who find social media overwhelming and difficult to navigate at times. So, perhaps it’s time to bring back the forgotten art of building a business without social media. Because while marketing has changed, people haven’t. They still buy from people they know, trust and remember.

Ways to advertise in your local area, alongside social media, to maximise success:

• Create a professional leaflet with clear pricing, photos of your work, plus contact and booking details. Then choose one area at a time to distribute your leaflet in. Focus on building awareness in specific neighbourhoods, then re-drop your leaflet in the same areas four to eight weeks later. Many people discard the first leaflet, but remember seeing it when the second one arrives, making them more likely to book.
• Offer a first visit incentive, such as 10-20% off a first treatment or free nail art with a service.
• Run a referral scheme where clients receive a discount on their next appointment when they refer a friend, and the new client receives a discount too. Also give clients your business card and encourage them to pass it on to friends or family.
• Reward loyal clients with a loyalty card. They could receive money off or a free upgrade every sixth or tenth appointment.
• Ask every client for a review on Google and Facebook, to build trust locally.
• Offer seasonal promotions around holidays, prom season and summer to attract bookings.
• Network with local businesses that don’t offer nail services, such as hairdressers, gyms, boutiques, tanning shops and cafés, and ask them to display your leaflet or exchange referrals.
• Create a ‘bring a friend’ appointment, where two people booking together receive a small discount.
• Stay in touch with clients by sending friendly reminders when they’re due for an infill, or offer occasional exclusive discounts.
• Track what works, asking every new client how they heard about you so you can invest more time and money in the most successful marketing methods.
• Provide an excellent client experience. A clean, welcoming, punctual and professional service is the most effective form of advertising, because satisfied clients naturally recommend you.

Click here to keep up-to-date with Victoria, and find out about The Nail Hub training here.