Skintime by Jenna
As a small boutique studio, Skintime by Jenna offers aesthetic services in Folsom, CA. The owner hired me temporarily to assist in launching her marketing efforts. Given the owner's limited capacity to maintain complex strategies long-term, feasibility and sustainability were central to our planning. Together, we identified key services and products to focus on and created aligned marketing objectives from there. We ultimately focused on client acquisition, with an emphasis on promoting lash services, spray tanning, waxing, and retail product sales.
01
Audited Current Marketing
When auditing the current market efforts, the biggest issues I found were the Instagram bio and user name. The user name was not the brand name, the profile image was a lotus that is not connected to the current branding, and the bio lacked searchable keywords.
My first recommendations were:
1. Switch the user name to the brand name.
2. Switch the display name to Folsom Aesthetician | Skincare by Jenna | Facials, Tans, Waxing + More.
3. Include keywords in the bio.
4. Update the profile photo to a headshot of the owner or the logo.
These changes will improve searchability for the business and also help people looking for their specific services in the Folsom area!
02
Market Research
After analyzing the top 10 competitors and her current client base, I found key insights and 3 unique personas. Each one has unique motivations, challenges, and is best reached through different marketing efforts.
From analyzing the competitors, I found these key insights:
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Instagram is key to competitors' strategy.
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Portfolio options on the websites are common.
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SEO-optimized bio and hashtags on socials.
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First-person language.
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Education and highlighted treatments were a common social media focus.
This research into different segments of the market, as well as competitors, gave me a starting point for strategy.
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 will have 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 will help build the business's authority and help 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 designed to be authentic and aligned with what resonates with the 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