Self-employment help for nail techs: marketing advice & networking tips

By Lilly Delmage | 25 March 2025 | Business, Expert Advice, Feature, Salon & Spas

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Here’s how to gain the attention of clients by building a buzz around your business…

Once you have registered your business, considered tax requirements and made decisions regarding legal, financial and operational considerations, as well as safety and interior design choices, it’s time to build your clientele through effective marketing techniques. “Everything you do as a self-employed nail tech should be strategic – including the services you promote,” says Ria-Jaine Lincoln, aka The Beauty Accountant.

Social media: the dos

“I recommend a combination of still images, videos and stories on your social media profiles,” shares Joanna Tompkins, founder of business growth support communities, Nail Tech Tribe and Nail Business Success Club & Scratch Stars Nail Business Mentor of the Year 2023. “Include client testimonials and experiences, your availability, problem-solving posts, connection posts and collaborate with other local businesses to expose yours to a wider local audience.”

Additionally, ask clients to post their fresh manis or pedis on their Instagram stories and tag you. This is an organic way to expose your business to potential clients in the area, and generates content for you to reshare on your account. Just remember to the credit your client for the image!

Nail enthusiast A-lister, Sydney Sweeney @sydney_sweeney, posted her manicure by tech, Zola Ganzorigt.

Social media: the don’ts

Ria-Jaine Lincoln acknowledges social media as a helpful tool in reaching new clients, but notes the importance of targeting the ‘right’ ones. “Nail techs should focus on posting locally, as opposed to going viral. Attracting 100 local clients is better for business than 1,000 followers from miles away, who are unlikely to book an appointment due to distance.”

Joanna Tompkins shares a similar warning on attracting the wrong audience, stating: “Nail techs often don’t know enough about marketing a small local business and end up creating social media content that attracts other nail techs, rather than clients. Self-employed nail techs need to make sure people within the local community know that their business exists. It’s impossible to get fully booked if no one knows you’re there.”

Guildford-based salon, Nails On Point Surrey, includes its location in its social media username, hashtags and added itself to the Surrey location page.

To ensure that mobile techs’ social media content reaches potential clients, Jade Thornhill, Scratch Stars Mobile Nailist of the Year finalist 2024 & Bio Sculpture manicurist from Kent, suggests posting to area-specific online groups. She comments: “I post into Facebook groups in areas that I am going to travel to, and tag locations on Instagram posts for people to find me.”

Additionally, feature your location in your social media bios and use location-focused hashtags in captions, such as #[x]basednailtech and #[x]basednails, to make it clear where you are based. Printing leaflets and posters to pin up in local village halls, notice boards and shops can also help your business get recognised within the community.

Client retention tips

Lecenté lead educator, Nina Nicholson, shares advice for keeping clients returning: “You need to not just provide beautiful treatments, but make each person feel special. I remember details about clients’ lives and make every appointment a personalised experience. Consistency in quality and clear communication are key, and I make sure clients know I value them beyond just their appointments.”

Ria-Jaine Lincoln adds: “Make sure new clients’ experiences are so good that they want to book their next appointment before they leave. Review your figures and use your numbers to help dictate which services and offers you should be promoting.”

Balancing business & wellbeing

Building a business solo can make separating work and life boundaries difficult, and can segregate you from building industry connections. Here are some tips to ensure good boundaries, and to help you maintain relationships with fellow pros.

Ensuring a work-life balance

Fiona Fox, owner of Ulu Beauty, Dorset, a Scratch Stars Home Nail Salon of the Year finalist 2024, shares the challenges of home-based working: “Blurring the boundaries between your job and home tasks can lead to the feeling that work is consuming your life. This can cause resentment, burnout and impact your mental and physical health, as well as personal relationships.”

“Home salon pros need to make their working hours clear to clients – and stick to them,” advises Kirsty Brown, owner of Paintbrush Nails, Scratch Stars Home Nail Salon of the Year 2024. “Otherwise, clients may think that because you are at home, you can easily fit in an extra appointment, or they can turn up early. Working hours also need to be made clear to family members, so they don’t interrupt appointments.

“You should complete your admin and social media tasks during your set working hours. I used to reply to messages from clients at all times, but realised that by engaging with them, I was encouraging clients to contact me out of working hours.”

Community groups & networking

“Self-employment can feel lonely sometimes,” reflects Nina Nicholson. “What helps me is reaching out to others in the industry: joining online groups, going to meet-ups and surrounding myself with like-minded pros. Staying connected with people who understand the journey makes a huge difference.”

Scratch Stars Awards 2024 judging day

Here’s some networking events, communities and competitions to note:

Nail Tech Tribe and Nail Business Success Club: “By joining, members will make faster progress in their businesses and enhance their chances of success. They’ll learn how to stand out from other nail techs, attract the right clients, price their services effectively, market and sell their work, and continue growing after becoming fully booked – without working harder,” says founder, Joanna Tompkins.
Scratch Stars Awards: The annual Scratch Stars Awards Party is not just an ideal environment to meet like-minded nail techs and celebrate success within the industry. The competition prior to the event offers the invaluable opportunity to grow your business and gain credibility. The Home Nail Salon of the Year and Mobile Nailist of the Year categories recognise self-employed maestros dominating the industry, exposing finalists and winners to hundreds of thousands of techs and potential clients.