Hey bridal babes! Welcome to another value-packed blog post straight from The Bridal Babe Society Podcast.
Today, we’re diving deep into how to market your Bridal Hair and Makeup Business as a wedding pro with the incredible Adriana McDermott, owner of Ava and the Bee—a boutique marketing agency specifically for wedding industry pros.
If you’re a bridal hair and makeup artist looking to expand your reach and improve your marketing without spending a dime on ads, this one’s for you!
Listen to the Full Podcast Episode!
Don’t fancy reading the whole blog, no problem (although there are quite a few extra nuggets I’ve added below in the blog) you can listen to the full podcast episode by clicking the link below.
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Why Marketing Matters More Than Ever
Marketing can feel overwhelming, especially in a fast-changing industry like bridal beauty. But here’s the deal: the key to attracting your dream clients isn’t just about showing up on Instagram. It’s about building trust, connection, and consistency.
That’s why Adriana is here to break down three powerful, ad-free marketing strategies that will help you stand out and book more brides!
1. Nail Your Messaging & Brand Voice
Your marketing starts with your message. If your brand voice isn’t consistent and clear, potential clients won’t feel that instant connection—and that means fewer inquiries.
Here’s how to nail down on your brand voice:
1. Consistency on all the platforms
Your website, Instagram, emails, and even how you chat on the phone should feel like one seamless experience. Why? Because consistency builds trust, credibility, and brand recognition—aka, the magic trio for attracting your dream brides.
✔️ Website vs. Socials? Same Vibe! Your website should match your social media aesthetic, tone, and messaging. If you’re bubbly and fun on Instagram, but your website reads stiff and corporate, brides will feel the disconnect. Keep your brand voice YOU everywhere.
✔️ Emails That Feel Personal Don’t send robotic, formal emails when your Instagram is full of personality. Keep that same warm, engaging tone when responding to inquiries, so brides feel like they know you before they even book.
✔️ DMs, Consults, and Beyond The way you speak in DMs and on consult calls should mirror the voice you use online. No switch-ups! If your brand is approachable and playful, keep that same energy when chatting with potential clients.
2. Create a brand voice guide
Decide if you’re fun and vibrant, chic and sophisticated, or somewhere in between. A good way create a brand voice guide is to get ChatGPT to analyse your brand voice for you.
Just pop all your current content (think emails, website content, blogs, insta captions etc) into the chat and then use this prompt to break down your brand voice guide for copy.
Use this prompt to define my brand voice guide:
Word Choice:
Identify the power words, signature phrases, and any spicy or sassy language that sets the tone. Look for recurring adjectives, adverbs, and industry-specific terms that make the text pop. Is it fun, polished, bold, or straight-up luxe?
Sentence Rhythm & Structure:
Are we keeping it snappy and punchy, or flowing with long, storytelling vibes? Break down the mix of short, high-energy statements vs. more detailed, informative ones. Track how punctuation—like ellipses, dashes, and exclamation marks—keeps the flow dynamic.
Overall Vibe & Mood:
What’s the feeling this text gives off? Is it hype and motivational, warm and inviting, or no-nonsense and expert-driven? Identify emotional undertones and how they hook the audience.
Actionable Blueprint for Copywriters:
What makes this tone so magnetic? Break it down into must-use strategies so others can replicate the same energy in future content. Does it use storytelling, urgency, humor, or a mix of everything?
Non-Negotiable Guidelines:
Be sharp and detailed—every word choice and style element matters. Use real examples from the text to back up your insights. Keep it clear, to the point, and super actionable.
Use My Text Sample: [Insert Your Text Here]
This will give you a clear and concise brand voice guide that you can then give to copywriters – yes it’s as easy as that!
3. Use repeatable phrases (just like big brands do!)
Your business needs its own signature phrases that clients instantly associate with you. Here are a couple of things to think about to get creating your own signature:
✔️ Create a tagline that reflects your vibe. Something like “Effortless, glowing bridal beauty that lasts all night!” sticks in a bride’s mind.
✔️ Use key phrases across all platforms—website, IG captions, emails, and even your consultations. Consistency = trust!
✔️ Make it personal—if you always say “I bring the glam, you bring the love”, clients will remember it and start saying it back to you.
✔️ Reinforce your expertise—phrases like “Luxury bridal beauty without the stress” help set clear expectations while making you memorable.
By using repeatable phrases, you’re not just another artist in a sea of MUAs
4. Speak directly to your ideal client
If you’re getting price shopping brides, then it’s most probably down to your messaging not showcasing your value enough! Your dream brides aren’t just looking for “a makeup artist”, they want the artist who gets their vision, understands their vibe, and delivers an experience, not just a service.
If your messaging is all about pricing and not about transformation, you’re inviting bargain hunters instead of high-value clients.
Here’s what you can do to fix this: Let’s shift your focus to what makes your service unique. It;s the going to be the expertise you provide, the luxury experience you’re providing, and how you help brides feel their most confident, radiant selves, because they want to feel like an absolute QUEEN on their big day.
Paint a picture of the experience, and the right clients will see you as the must-book HMUA pro, no questions asked!
5. Make sure your website copy highlights your expertise and experience
Please, PLEASE don’t just list your services, you need to focus on selling the transformation!
Think BENEFITS, not just the features.
Let me explain. Your brides don’t just want to know that you do makeup. They want to feel the magic of what you do.
So, instead of saying “Bridal Makeup Application,” describe it as “Flawless, long-lasting bridal glam that gives you confidence that lasts from ‘I do’ to the dance floor!”
It’s about making sure that you are showcasing real experiences, all your best client testimonials, and stunning before-and-after images to paint the picture of the experience you deliver. When brides read your website, they should instantly see themselves in your chair.
2. Create Consistent, Educational Content
Content marketing is queen when it comes to building authority and attracting your dream clients! And the best part? You don’t need to post every day—just be strategic.
Here’s how to make content work for you:
- Start with a blog post.
Post twice a month with educational topics like “Why Hiring a Pro Makeup Artist is Worth It” or “Bridal Beauty Trends for 2024.”
- Break it into smaller content.
Turn that blog into 3-4 Instagram posts, a Facebook post, a tiktok video and a Pinterest pin—work smarter, not harder!
- Use educational resources in your emails
Send helpful blogs to inquiries to answer their questions before they even ask!
- SEO matters!
Google prioritizes experts, and consistently publishing fresh blog content not only helps you rank higher but also gives you more opportunities to earn backlinks and target your must-have keywords.
When other vendors and wedding blogs link to your valuable content, it signals to Google that you’re an authority in the bridal hair and makeup business.
This is gonna help you climb those search rankings babe and you’ll definitely get seen by more dream bridal clients!
3. Optimize Your Website for Conversions
Your website is your biggest sales tool, babe! If it’s not working for you, you’re leaving money on the table. Your website should be pulling in dream clients and making it stupid easy for them to inquire.
Here’s 6 ways to make sure your website is doing the heavy lifting:
- Clear & immediate messaging.
Brides need to know who you are, what you do, and where you’re located in 5 seconds flat. No guessing games!
- Fast load time.
If your site takes longer than 2 seconds to load, say bye-bye to potential bookings. (Use Google’s speed test to check!). Slow load times can be caused by oversized images, clunky code, or too many plugins. Compress your images using TinyJPG, clean up unnecessary plugins, and switch to a fast, reliable hosting provider.
- Visible email contact.
Not everyone wants to fill out a long form—give them an easy way to reach you ASAP!
- Streamlined galleries.
Too many images = decision fatigue. Show your BEST work, and keep it simple, queen.
- Price transparency.
Be upfront about your pricing (even if it’s just a starting range). No one wants to waste time playing email tag just to find out if they can afford you.
- Simplified contact form.
Too many questions = bye, Felicia. Keep it short and sweet (5-7 essentials max) so brides don’t get overwhelmed.
Your website should be working for you—not against you. Clean it up, keep it clear, and watch those inquiries roll in!
Want to stay organized and hit your goals like a six-figure bridal boss?
Grab the exact calendar I use in my bridal biz to keep everything on track! Plus, you’ll get a video tutorial showing you how to customize it for your business.
Download the Bridal Artist Business Calendar now!
Now Let’s Bring It All Together
By working through all the steps above, and just to recap, I’m talking about your messaging, creating educational content, and optimizing your website. You’ll be booking your dream clients effortlessly and sealing the deal like a flawless foundation on a perfectly prepped face—and without wasting money on ads!
And if all of this sounds like a lot? Babe, you don’t have to do it alone!
Adriana and her team at Ava and the Bee specialize in helping wedding pros like you stand out online. Whether you need full-service marketing, a strategy blueprint, or DIY resources, they’ve got your back!
👉 Want expert help with your marketing? Visit Ava and the Bee or DM @avaandthebee on Instagram to learn more!
Frequently Asked Questions
How do I advertise my bridal makeup?
It’s all about strategic marketing—not just throwing money at ads and hoping for the best. Build a strong, recognizable brand by showing up where your brides are: Instagram, Pinterest, and Google.
Keep your website SEO-friendly and packed with valuable content like blogs and client success stories. Engage with your audience through behind-the-scenes moments, educational posts, and jaw-dropping transformations.
And don’t sleep on networking!
Connecting with wedding vendors and building referral relationships is a game-changer for visibility and credibility.
The goal? Make your brand unforgettable so brides can’t wait to book you!
What social media platforms work best for bridal beauty businesses?
Instagram and Pinterest are powerhouses for bridal HMUA pros! Instagram allows you to showcase your portfolio, engage with potential brides, and connect with wedding vendors.
Pinterest, on the other hand, is fantastic for driving website traffic with visual inspiration boards.
How do I get more bridal HMUA bookings?
The key to more bookings is a strong inquiry-to-booking process. Your website needs to work for you, babe! Make sure your messaging is clear AF, your pricing is upfront, and your contact form is easy-peasy.
Then, let your past clients do the talking—testimonials, vendor referrals, and glowing reviews build instant trust. And don’t forget the follow-up game!
A solid email sequence and friendly consultations can turn those inquiries into confirmed bridal bookings.
Final Thoughts
Marketing doesn’t have to be stressful, babe! Start small—refine your brand voice, repurpose content, and update your website. These small tweaks can lead to HUGE results in your bridal beauty business.
Now tell me—which of these strategies are you implementing first? Drop a comment below or DM me on Instagram @bridalbabesociety!
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