Skintime by Jenna
Skintime by Jenna is a boutique aesthetics studio in Folsom, CA. The owner brought me on to launch her marketing efforts. With limited capacity to maintain complex strategies long-term, sustainability was central to our planning. Together, we identified key services to prioritize and built marketing objectives around client acquisition, focusing on lash services, spray tanning, waxing, and retail product sales.
01
Audited Current Marketing
When auditing existing marketing efforts, the biggest issues I found were with the Instagram bio and username. The username wasn't the brand name, the profile image was a lotus unconnected to current branding, and the bio lacked searchable keywords.
My first recommendations were:
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Switch the username to the brand name.
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Update the display name to Folsom Aesthetician | Skincare by Jenna | Facials, Tans, Waxing + More.
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Add keywords to the bio.
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Update the profile photo to a headshot of the owner or the logo.
These changes improved searchability and helped surface the business for people looking for specific services in the Folsom area.
02
Market Research
After analyzing the top 10 competitors and her current client base, I identified key insights and developed 3 unique personas. Each persona has distinct motivations, challenges, and is best reached through different channels.
From the competitor analysis, I found:
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Instagram is central to competitors' strategies.
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Portfolio pages on websites are common.
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SEO-optimized bios and hashtags on social are standard.
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First-person, approachable tone in captions.
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Educational content and highlighted treatments are a common focus.
This research gave me a clear starting point for building a strategy grounded in what's actually working in the market.
03
Marketing Strategy
After the competitor and audience analysis, I focused on building a strategy that is sustainable for the owner to maintain. Our two focuses were Instagram for lead generation, upselling, and retention, and blogs for long-term SEO and awareness.
The content strategy focuses on three core pillars: educational, personal, and uplifting. Due to the limited resources, we decided to target women only, as they are the largest group and also often the decision makers for our other personas.
04
Blog
The blog focused on two content pillars:
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Lifestyle-focused content using location-based long-tail keywords and phrases (e.g., "Best activities in Folsom," "Mother's Day ideas in Folsom") to boost local search relevance and engagement while tying in aesthetic services.
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Educational-focused content targeting skincare concerns, treatments, and seasonal skincare tips to position the brand as a knowledgeable and trusted source.
These pillars help build the business's authority and connect with clients looking for services in the Folsom area. Check out the example for an education-focused blog post!
05
Social Media Content
Based on our strategy, I created sample content for each category to give the owner a clear reference. Below are examples aligned with what resonates with her audience.
A full lash look with zero hours lost. That’s a win. ✨
#folsomesthetician #aestheticianinfolsom #folsomlashes #lashes
By now, you've heard about my lash menu! ✨
Here it is up close — from bold black to soft brown, there's a set for everyone.
What kind of lashes do you love?
Comment below!
#lashes #folsomesthetician #aestheticianinfolsom #folsomlashes #fakelashes
Seeing a client light up after their treatment never gets old. ✨
#folsomesthetician #aestheticianinfolsom #folsomwaxing #waxingfolsom #eyebrowwaxing
I love a good tan!
This amazing client came in for a spray tan before her trip, and I gave her the perfect light bronze glow.
Whether it’s for a trip, photoshoot, or just to feel your best, a custom spray tan is a game-changer.
DM to book your tan!
#folsomesthetician #aestheticianinfolsom #folsomtanning #spraytanning
I wish more people knew how much of a difference professional-grade skincare makes.
With powerful active ingredients and formulas backed by science, these products treat the skin on a deeper level and deliver real, lasting results.
No appointment needed. Just DM me and I’ll get your order ready for pickup, or ship it right to your door.🏠
#folsomesthetician #aestheticianinfolsom #imageskincare #imageskincarepartner #professionalskincare