Your first 100 clients: a marketing plan for a new beauty business

The first 100 clients are the hardest — and the most important, because they become your reviews, your photos and your referrals. Here is a plan that costs time, not money.

Weeks 1–2: foundations

• Booking page live with prices and 10+ photos (borrow from your training portfolio if needed)
• Google Business Profile complete with booking link
• Instagram bio: what you do, where, 'book below'
• Tell every friend and former colleague — personally, not a broadcast

Weeks 3–6: the founding offer

Run one clear opening offer (e.g. 20% off first visit with a coupon code) for a limited window. Post it three times a week with different work photos. Ask every happy client for a review and a story share before they leave the chair.

Weeks 7–12: compounding

• Rebook in the chair: 'shall I put you in for four weeks?'
• Referral nudge: bring a friend, both get £5 off
• Post before/after twice a week — consistency beats brilliance
• Answer every review, every DM, same day

By client 100 you should see 40%+ rebooking and a review base that does your selling for you. The whole plan runs on a free Slotora page, coupon codes and the reports dashboard.