Key Takeaways:
- How a London eyelash salon grew its website traffic by 10x in 2024 with off-site content marketing.
- The power of consistent monthly campaigns using repurposed content across multiple formats.
- How strategic content amplification helped the salon reach new customers.
- The benefits of multi-format content (news articles, videos, podcasts, and infographics) for beauty salons in 2025.
- How Featheredge Media’s repurposing and distribution strategy created massive growth.
Eyelash Salon Content Marketing Case Study Revisited
In 2023, we published a case study on how our London-based eyelash salon client grew its traffic using content marketing. Just over a year later, we’re revisiting this salon’s journey to see how its growth has evolved. The results? A 10x increase in traffic throughout 2024, driven entirely by off-site content marketing—without relying on SEO tweaks or paid ads.
This case study will break down exactly how this salon skyrocketed its online presence, attracting more bookings, more brand awareness, and more trust from customers. We’ll also cover how beauty salons can replicate this success using strategic content creation, repurposing, and distribution.
If your salon relies too much on social media, struggles with visibility, or wants to attract more clients without spending thousands on ads, this is for you.
Let’s dive into how Featheredge Media helped this salon grow by 10x in just one year.
The Salon’s Growth: 10x More Traffic in 2024
Where They Started
Before partnering with Featheredge Media, the salon faced three major challenges:
- Low Online Visibility in Search engines: While they had a social media presence, their website wasn’t bringing in many new clients. They struggled to get discovered beyond Instagram and word-of-mouth.
- Inconsistent Client Flow: Some months were great, others were slow. They couldn’t predict customer demand because they weren’t consistently reaching new audiences.
- Limited Brand Recognition: Even though they were highly skilled at eyelash extensions, they weren’t seen as a top expert within Google in all the local areas around the business.
They needed a way to:
- Attract new clients more consistently
- Stand out from other London salons
- Become an authority for eyelash extensions within the areas near where they are based
That’s when they turned to off-site content marketing.
The Content Strategy That Changed Everything
Instead of tweaking their website or running ads, we implemented a multi-format content strategy that worked across multiple platforms.
Step 1: Create High-Value Content
- Every month, we produced expert-driven and hyper-specific content that positioned them as a go-to salon in the locations around their salon in London.
- The content is focused on answering a specific question that their potential clients were searching online when ready to buy.
- This wasn’t just one blog post—it was a multi-format content piece built for maximum exposure.
Step 2: Repurpose Content for Maximum Reach
Each campaign was turned into:
- A news-style article showcasing their expertise in the beauty industry
- A blog feature educating potential clients on lash extensions and beauty trends
- A podcast/audio ad discussing industry trends and promoting their brand
- An infographic highlighting beauty tips and salon services
- A Slideshow displaying their beauty services
- A short-form video designed for beauty lovers
- Social Media multiple social media posts on large brands haring the content
See examples of our content here https://featheredgemedia.com/examples
Step 3: Distribute Content to Huge Brands and High Authority Sites
- We push content directly onto 300+ industry-leading platforms like Youtube, Fox News, Google News, Apple Podcasts & Slideshare
- This ensured their salon was being seen, heard, and recognized across multiple channels and they are being found when their clients are researching via search engines like Google and ready to buy.
Why it works
It’s simple… we aren’t cheating the system. What we do is designed to help.
People need content to help them anwer their buyer questions and find the best choice for them.
Google needs helpful content to answer these queries and recommend good options.
By providing Google and the salons potential customers with incredible content, we were helping everyone and the salon was rewarded for it.
Of course, this strategy only works if the solution we provide answers the question. Which is why we can only work with businesses that are super good at what they do and deserve to be more visible. That was the case here.
The Results: 10x Growth in Traffic
Within a few months, this approach started driving massive results:
- Traffic skyrocketed: 10x more potential clients discovering their website.
- Search Queries: The salon started to show up for more and more searches in the local areas and the sity they are based.
- Brand authority increased: The salon became a recognized name in the eyelash industry.
- More inquiries & bookings: Increased website visits led to more paying customers.
Before: The salon relied mostly on Instagram and referrals.
After: Their brand was featured across multiple high-traffic platforms, being found everywhere in Google for their key services & attracting a steady stream of new clients.
What Featheredge Media Did Differently
Many marketing strategies for salons focus on either paid advertising or on-site SEO. We took a different approach, leveraging off-site content marketing to create long-term, sustainable growth.
Rather than relying on a single method, we used a multi-format content strategy, ensuring the salon’s message reached a wider audience and they were seen at the point customers were actively looking for the treatments they offer.
This is exactly what the worlds biggest brands do every single day and our method allows us to replicate the same impact on a budget that is suitable for a small-medium sized beauty business.
Consistent Monthly Campaigns for Ongoing Growth
Many salons make the mistake of running a one-time marketing campaign and expecting lasting results. But consistency is key in content marketing.
For this eyelash salon, we ran multiple monthly content campaigns, ensuring:
- A steady flow of fresh content to keep their brand top-of-mind
- Hundreds of their clients specific queries were answered so they could be found in 1000s of searches
By maintaining a consistent content strategy, the salon saw continuous growth in website traffic and client inquiries, rather than short-lived spikes.
Maximizing Exposure Without Relying on SEO or Paid Ads
Ads are good for short terms wins but they disappear when you stop paying whereas good content lives online forever making content marketing it the most cost effective form of marketing.
Unlike traditional SEO services, we didn’t focus on trying to cheat the system.
Instead, we created engaging, shareable content and distributed it across multiple high-authority platforms.
This approach ensured that the salon’s brand was:
- Found all over Google
- Recognized as a leader in their industry
- Trusted by potential clients before they even visited their site
This strategy allowed them to scale their online presence faster than if they had relied on SEO alone.
Why Content Marketing Should Be A Salons Core Strategy in 2025
As the beauty industry becomes more competitive, salons need more than just a social media presence to attract and retain clients. Content marketing provides a long-term, sustainable way to increase visibility, build credibility, and drive bookings.
Reaching Customers Beyond Social Media
Many beauty salons rely heavily on Instagram and TikTok, but social media platforms are unpredictable. Algorithm changes, declining organic reach, and increasing competition make it harder to stand out.
Multi-Format Content = Maximum Visibility
Traditional marketing efforts often focus on a single format—such as a blog or an Instagram post. However, audiences consume content in different ways, and a one-size-fits-all approach limits reach.
Repurposing content into multiple formats ensures that a salon’s message reaches a broader audience across different platforms. For example, a single piece of content can be transformed into:
This approach increases the chances of capturing attention at different touchpoints, leading to higher brand recognition and more client inquiries.
It’s AI Ready
With lots of people turning to AI to help answer their queries it’s easy for beauty business owners to feel like they might be left behind.
This is why content marketing is so important as AI uses content as the source of it’s information.
We have already seen or clients being recommend by AI directly sourcing our content as the reason.
Building Authority and Trust
Consumers are more likely to book appointments with salons they perceive as experts in their field. When a salon is consistently featured on reputable platforms, and found easily within Google for all the queries it’s clients are searching, it gains authority in the beauty industry.
Instead of only appearing on their own website or social media pages, salons that invest in off-site content marketing establish credibility through third-party sources and are ale to attract new customers. This creates trust among potential clients, making them more likely to choose that salon over competitors.
Get These Same Results for Your Salon
If you want to:
✔ Attract more high-value clients without relying on ads
✔ Get featured on beauty platforms and industry sites
✔ Build authority and trust in your niche
✔ Consistently increase website traffic and inquiries
Then it’s time to invest in off-site content marketing.
Featheredge Media specializes in helping beauty salons achieve massive growth using content creation, repurposing, and strategic distribution—just like we did for this eyelash salon.
Book a Free Strategy Call
Ready to see how Featheredge Media can help grow your salon? Schedule a free strategy call today to find out how our content marketing system can work for your business.
FAQs
How long does it take to see results from content marketing?
Results will start showing within a few hours after the first campaign, but significant growth happens with consistent efforts over 3-6 months.
How is this different from running Facebook or Google ads?
Paid ads stop working when you stop spending money. Content marketing builds long-term brand visibility and authority, continuing to drive traffic even months after publishing.
Can I do this myself, or do I need an agency?
While it’s possible to create content in-house, effective content marketing requires access to high-traffic platforms, expert content creation, and a consistent distribution strategy. Working with Featheredge Media speeds up results and ensures your content reaches the right audience.
