How To Market Yourself & Get Clients: A Modern Guide To Growing Your Local Spray Tan Business
You’ve learned the techniques, gotten certified, and practiced your way to confident results. Now it’s time to attract paying clients and grow your business. But offering a great spray tan isn’t enough on its own; you need visibility, strategy, and consistency to turn your skills into income.
In today’s world, building a successful spray tan business means learning how to market yourself both online and in your local community.
Whether you’re mobile, working from a home studio, or setting up in a salon, this guide will walk you through practical, modern strategies to grow your client base, boost your bookings, and start building a name in your area. If you’re struggling to attract clients as a new spray tan artist, this guide will walk you through proven strategies to grow your business with confidence and consistency.
Know Your Local Market
Before you start marketing your services or posting on social media, it’s important to understand the landscape you’re entering. Knowing your local market helps you promote your spray tan business more effectively, set competitive prices, and identify what makes you stand out.
Understand who your ideal client is
Start by asking yourself:
Who do I want to serve?
What age group, lifestyle, or event type (e.g., bridal, fitness, pageant) am I targeting?
What are their habits, where do they spend time online and in-person?
Identifying your ideal client will guide your messaging, visuals, and even your service offerings. One of your biggest ways to grow your clientele will be word of mouth, so if you are servicing your ideal client and they are satisfied with the results you’re giving them, they will spread the word to their friends and it will result in you being fully booked!
Research Local Demand
Use tools like Google Maps or Yelp to see:
How many other spray tan artists or salons are in your area?
What services are they offering, and at what price points?
Are there underserved areas or specific niches (e.g., luxury tans, rapid tans, mobile-only) you could fill?
You don’t need to be cheaper, you need to be different in a way that resonates. Go on your competitors websites and social media pages and look at their weaknesses, take into account what they are missing and make sure that you are filling in those gaps so you can stand out.
Ask, don’t Assume
If you’re unsure what people in your area want, ask! Use polls on Instagram, post in local Facebook groups, or talk to friends and family. Questions like:
Would you book a mobile spray tan?
What’s your biggest worry about getting a spray tan?
What would make you want/not want to return to the same artist?
These insights will help you shape your brand and marketing in a way that connects directly with real people.
Set Up Your online presence
In today’s beauty industry, if clients can’t find you online, they won’t find you at all. Building a simple, professional online presence is one of the most important steps in marketing your spray tan business, especially when you’re just starting out.
This doesn’t mean you will need a full website with fancy branding. Start small and intentional. Focus on being visible, accessible, and trustworthy.
Create a google business profile
If someone in your city searches “spray tan near me”, a Google Business listing is what helps you show up. It’s free and powerful for local service providers.
Include:
Your business name and location (even if you’re mobile or home-based)
Hours of operation
Services and pricing
Real Photos (your workspace, before-and-after tans, equipment)
Client reviews (ask every happy client to leave one!)
Focus on Instagram (And Optionally TikTok)
Instagram is your visual portfolio, your client communication tool, and a discovery platform all in one.
Don’t overthink it, start by posting:
Before-and-afters
Behind-the-scenes stories
Quick tips (prep, aftercare)
Testimonials or DMs from clients
A short intro video or selfie to humanize your brand
Pro Tip: Use location tags and hashtags like #spraytan[YourCity], #sunlesstanning, or #bridalspraytan to attract your local audience.
Consider a simple booking page or website
Make it easy for people to book with you. If you don’t have a full website, create a basic landing page using tools like: GlossGenius, Square Appointments, or Fresha (free or low-cost).
Link in bio tools like Linktree or Stan that lets you showcase services, pricing, and booking links in one place. Keep it clean, professional, and client-focused.
Bonus Tip: Use Consistent Branding
Choose a color palette, tone of voice, and name that you stick-to across platforms. Even if your “brand” is just your name, consistency builds trust and recognition over time.
Create a seamless booking experience
Once someone discovers your spray tan business, whether through Google, Instagram, or word of mouth; the next crucial step is getting them to book. A smooth, simple booking experience helps covert interest into paying clients.
If your booking process is confusing, unprofessional, or time-consuming, potential clients may walk away. Here’s how to set up a seamless flow from discovery to appointment.
Choose a high-converting booking platform
Use a user-friendly booking system that works well on both desktop and mobile. Great beginner friendly options include:
GlossGenius - Beautiful interface, perfect for beauty pros
Fresha - Free with lots of features
Square Appointments - Integrates easily with payments and marketing
Your booking link should be:
Easy to access (placed in your bio and every social post)
Clear about service options and pricing
Mobile-friendly and fast to load
Add clear pricing and service descriptions
Most booking apps allow you to automate:
Confirmation emails/texts with appointment details
Reminders 24-48 hours before their appointment
Follow-Ups asking for reviews or offering rebook incentives
This saves you time and helps reduce no-shows, which is key when you’re building your business.
Set Up Automated Confirmations & Reminders
Each service should include:
What’s included (e.g., prep spray, setting powder, rapid solution)
Estimated time (e.g., 20 minutes)
Aftercare instructions (optional but nice touch)
Clarity helps clients feel more confident when booking and reduces back-and-forth questions.
Offer Dm’s With boundaries
It’s okay to accept bookings or inquiries through Instagram DMs when you’re starting out, but set boundaries. Have a pinned story or auto-reply that says:
“Hey Babe! Thanks for your message. For fastest service & booking, click the link in my bio! If you have any questions, I’ll reply within 24 hours.”
This keeps things professional without turning off potential clients.
Make it easy to rebook
Encourage repeat clients by:
Offering package deals or loyalty incentives
Including a “Book Your Next Tan” button in your follow-up messages
Reminding them of ideal rebooking timeframes (e.g., “Every 2-3 weeks”)
The Spray Tan business Blueprint: Marketing, clients & Growth
For new and aspiring spray tan artists ready to grow their business, Modern Aesthetics Academy offers a business building and marketing manual designed to help you get clients as a new spray tan artist, build your brand, and operate confidently from day one.
Available on Etsy, this guide is perfect for beginners or certified spray tan artists who want to launch or elevate their spray tan business with proven strategies. Whether you’re starting a mobile service, offering in-salon tanning, or creating a strong local presence, this manual provides the tools to position yourself as a professional and grow sustainably.
Modules Covered:
Introduction to Marketing
Understanding Your Ideal Clients & Competition
Defining Your Brand Image
Social Media
Content Creation, Planning & Engagement
Customer Loyalty & Influencer Marketing
SEO & Google Ads, Sponsored Posts
And many more!
Also Included: Digital Certificate, Bonus Resources (marketing plan, instagram worksheet, engagement list, brand identity worksheet, competitor research)
Leverage Local Marketing To Grow Your Client Base
While online presence is crucial, don’t underestimate the power of local in-person marketing to build a loyal clientele. Being visible and connected in your community helps you stand out, especially when you’re just starting out.
Here are some effective local marketing strategies tailored for spray tan artists:
Partner with local Businesses
Reach out to salons, gyms, yoga studios, bridal ships, and spas in your area. Propose cross-promotions or referral partnerships.
For example:
Leave flyers or business cards at their location
Offer to provide spray tans for their clients at a discount
Host a joint event or giveaway on social media
These collaborations tap into an existing client base that trusts those businesses, and can quickly expand your reach.
Attend local events and markets
Look for bridal shows, beauty expos, health fairs, or local markets where you can showcase your services. Even if you can’t do live spray tans, bring printed brochures, sample aftercare products, and a sign-up sheet for discounts or first-time appointments. Being face-to-face creates trust and opens doors to word-of-mouth referrals.
Use local online groups & forums
Join Facebook groups or community forums focused on your city or neighbourhood. Engage authentically, don’t just post ads. Answer questions, offer tips and share your expertise occasionally. When people see you as a helpful expert, they’re more likely to book.
Offer Referral Incentives
Happy clients are your best promoters. Encourage them to refer friends by offering perks like:
Discounts on their next tan
Free add-ons (e.g., a moisturizing spray)
Gift cards after a certain number of referrals
Make it easy to share your info with a branded referral card or a simple text message template.
Consider mobile services
If your local market is spread out or underserved, offering mobile spray tanning can give you a huge advantage. Promote this convenience heavily, many clients love getting a tan in the comfort of their own home.
Consistent Marketing = How To get spray Tan Clients
Marketing isn’t a one-time task, it’s an ongoing effort. Staying consistent with your promotions, social media, and client outreach is what builds momentum and grows your spray tan business sustainably over time. Here’s how to keep your marketing on track without burning out:
Create a simple marketing schedule
Plan out when and what you’ll post on social media, send follow-up messages, or update your booking availability. It doesn’t have to be complicated. A few posts a week and weekly check-ins with clients go a long way.
Consistency helps you stay top-of-mind for clients and builds trust.
Use Content Batching
Set aside time once a week or month to create several posts, stories, or promotional emails at once. This makes it easier to maintain a steady flow of content without scrambling daily.
Engage with Your Audience
Respond to comments, DMs, and reviews promptly. Engage with local community pages and other local businesses online to expand your network and visibility.
Track What Works
Pay attention to which posts, promotions, or referral tactics bring you the most clients. Focus your efforts there and tweak what isn’t working.
Keep Learning And Adapting
The beauty industry and social media trends evolve quickly. Stay updated by following industry leaders, joining esthetician groups, and continuing education whenever possible.
Take Care of YOurself
Running your own business is rewarding but challenging. Set boundaries, schedule breaks, and celebrate your wins to avoid burnout.
Conclusion: You DOn’t need to Go Viral - You Just Need to Show Up
Growing a local spray tan business doesn’t require a huge following or a massive budget. It’s about showing up consistently, offering a great service and connecting with your community online and offline.
Whether you’re a new spray tan artist or ready to level up, the strategies in this guide will help you attract your ideal clients and build a business that feels sustainable, and successful. Learning how to get spray tan clients is more than one simple answer. It’s a combined effort online and in-person word-of-mouth that you will need to consistently work on until you’re booked and busy. Once you reach that level, then it’s time to raise your prices!
Don’t feel like you need to lower your prices to get clients, you simply need to show your value and expertise to clients to get them wanting to come back and re-book with you every few weeks.
Stay confident, stay consistent, and keep glowing!
Frequently Asked Questions (FAQ)
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Start with friends, family, and your personal network. Offer discounted tans in exchange for reviews, photos, or referrals. Promote locally through Instagram, Facebook groups, and Google Business. Ask people from your gym, nail salon, etc. to come get a tan for a discounted price.
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Not necessarily. A professional booking link (like GlossGenius or Square Appointments), paired with a strong Instagram and Google presence, is enough to get started. You want to look professional while also allowing a potential client to book and see your prices without waiting to message you back.
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Offer consistent results, follow up after appointments, educate clients on rebooking timelines, and create incentives like loyalty cards or referral discounts. Make sure to ask your clients how their tan is going, keep giving them advice on how to extend their tan. Sell retail products to extend their results. Always ask your clients to rebook before they leave your studio, this way they don’t forget about you and give them a card with their next spray tan date on it with aftercare tips.
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Aim for 2-3 posts per week, plus regular stories. Show your face, share behind-the-scenes, client transformations, and educational tips to keep your audience engaged. The more clients and potential clients see you and your posts, the more they will think about you and be motivated to book! *Remember it can take up to 7 times to see something before you take action!
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If your area lacks spray tan studios or has a high demand for convenience (e.g., busy moms, brides), mobile services can be a great way to stand out and increase your bookings. Mobile is the best if you don’t have a suitable place to offer tans or if it’s too expensive to rent a salon. As long as you have a reliable vehicle and you are punctual! Remember: nobody likes people who are late! Always make sure you are on time since you need to setup your service are in their home before you can start spraying.
Quick Recap: How To market And Grow Your Local Spray Tan Business
Step 1: Build Your business Foundations (Name, Target Audience, pricing)
Step 2: Create an Online Presence With Social Media & GooGle Business
Step 3: Make Booking Easy With Professional Tools And Clear Communication
Step 4: Use Local Marketing Strategies To Connect With Your Community
Step 5: Stay Consistent, Track What Works, And Keep Engaging
About The Author
Hi beauties! I’m Madison, Licensed Esthetician since 2018 and passionate beauty educator! I created Modern Aesthetics Academy to make esthetics education more accessible, approachable, and filled with the kind of real-world knowledge I wish I had when I was starting out.
My mission is: to inspire and empower beauty professionals to elevate their craft, boost their confidence, and build a business that truly fits them. Whether it’s perfecting client services or finding new ways to grow.
Ready to take your skills and business to the next level? Join Modern Aesthetics Academy and explore my personal handcrafted collection of textbooks designed to help you succeed!
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