ASK THE Experts

How can I use social media to market my training courses?

Most businesses create good quality content daily. However, using it effectively can become a full-time job. At GlamCandy we have an endless supply of content, video, imagery and copy, some of which will never see the light of day, which is why it’s important to employ a team who possess the skills to both gather content and distribute it effectively.

Create a plan so you know in advance where the end content will be distributed.

For example, you need to ensure video is filmed in the correct format and dimensions for the social platform you’re sharing it to.

Using apps such as Canva and Splice is a great way to add effects and designs around your content, and using text and animation lets you add more content and information while making the post more visually appealing.

When selecting imagery, it’s great to show students taking part in your training programme so potential customers can see the environment and visualise themselves in your session. Make sure to use images of students who reflect and represent your target audience.

If you are marketing a course, be specific about what the offering is and what is included in the cost – for example, certificates, accreditation, products, equipment, and literature.

Identify which social media platforms are best for your target audience. For example, if you are using Facebook, paid ads and boosted posts can generate more bookings and lead to more course interest.

We experimented by creating ads on single platforms, like Twitter or Instagram, but found we got the best traction when using multiple advertising mediums, combining social with other media such as radio and outdoor. While this option always comes at a higher price point, the risks can lead to bigger gains.

Reporting is important so you can see which of your ads work. If you create an effective ad that got great engagement, there’s nothing wrong with reusing it – there’s no need to constantly produce new content if you have something successful. All it takes is one amazing ad to completely transform your business, if you target it correctly.

While it’s important to have all these things in place to generate leads, once potential clients have registered interest, you need to have a good sales team to advise them and complete the booking, otherwise all your hard work and ad budgets will go to waste.

If budget allows, get a paid social agency to service your ads and create a strategy.

Agencies live and breathe paid social and are up to date with changes across social platforms. Leaving it to the professionals can give you more time to focus on the other business elements of your company.

With a social media reach of 130,000, Hayley Harvey-Smith is the founder of creative college GlamCandy in Scotland, which gives students hands-on experience while they complete SQA and SCQF-accredited courses.

How can I create a perfect upper arch in my nail enhancements?

Over the years of being a nail technician, I have come to the realisation that it’s impossible to ever know enough. One of the things I have attempted to master is creating a perfect upper arch with a precise apex placement.

I believe many nail technicians do not know (and are possibly not taught) the huge importance of a perfectly shaped upper arch. The upper arch not only shows off a perfect nail but has multiple functions.

It provides a natural arch shape suited to each client and forms part of a nail correction. A correction in shape is normally required when there is an imperfection on the natural nail such as a dent, or a flat, scooped or weak nail.

The function of the upper arch is not only shape but also strength. It provides support and durability, reinforcing the stress area and preventing the nail from bending back and forth, which would result in stress breaks.

The apex is the highest point of the upper arch and its placement is determined by the length of the nail. This precise placement of product is crucial as this will support the nail as it grows out. If the upper arch is not placed correctly, the nail will either feel weak, or it may cause product lifting around the cuticle outline, as the weight of the arch is covering the free edge instead of the nail body. A wellshaped upper arch will allow for a perfect clear, colour or French manicure finish.

With each client, the upper arch application will be different. This should be considered as a customised aspect for each treatment. A mistake I often come across is when technicians use the same application routine for all clients.

Nail analysis is often overlooked. Each client will have a different nail type, condition, length and different end result preferences. This should always be considered and each treatment adapted to provide the best end result.

The created upper arch will be different on each individual, depending on the structure of the natural nail and the length of the finished nail. This means that the amount of product used to create the arch will be dependent on the nail being worked on. An upper arch is applied to a natural nail or a nail extension such as a tip or sculpture.

Perfecting the end result of the upper arch can be done while applying the product and final refinement can be achieved by filing and shaping the arch to perfection, using all the appropriate files and buffs.

A useful method to evaluate the upper arch is to use the reflection of light; in other words, how the light reflects and bounces off of the nail surface.

Tania Biddle is the owner of Plush Nails & Beauty in Roodepoort, South Africa, winner of Professional Beauty South Africa’s Nail Salon of the Year 2020 award. She is also head of education for Bio Sculpture.