From an avid tattoo lover who fell for these.

Alright, I’ll admit it.

I’m not actually a tattoo artist (though I would love to be).

And I’ve never done marketing for a tattoo studio — yet.

So why should you trust me?

Because I’m a huge fan of tattoos, and I’ve been a regular client of my favourite local artists here in Vancouver. Beyond that, I’ve worked in various marketing agencies and with clients in similar creative industries, so I’ve seen what really works — and what really doesn’t.

So, here are my tips for getting folks like me to walk into your studio.

#1 Paid Ads

First, let’s go with something I think far too many artists aren’t willing to try — paid ads. Sure, most of us hate social media these days. But there are still millions (and billions) of daily users, even if you don’t like it. (No judgment, I feel the same.)

And nowadays, it’s actually really easy to spend just a couple of bucks a day on a small campaign on social media. As a customer, I’ve often clicked on Instagram ads to learn about new tattoo artists’ work.

Here are some recent examples I found in Facebook Ad Library from a studio, an artist, and a large tattoo brand — all using Facebook ads to increase bookings or sell their product.

Now, the problem?

Those artists are usually nowhere near me. So, if you DO go this route — always ensure you’re targeting folks who live a reasonable distance away. All it takes is a couple of high-quality images of your work and time spent setting up a business account.

Here’s how one tattoo artist used it by simply boosting her organic content to land new clients:

#2 Search Engine Optimization (SEO)

As with any business, you should have a website. In addition to that, you need to optimize your tattoo website for search engines to ensure it ranks well in relevant searches.

Here are some essential keywords to use on your website:

• Anything related to tattooing (ex: tattoo care, tattoo artist, etc.)
• The terms for your unique art style (ex: watercolour, fine line, floral, black and white, realism, etc.)
• Keywords for your location (city, country, and region.)

Pro Tip: Use AnswerThePublic to get free keyword ideas.

#3 Referral Programs

Next up, you can also implement a referral program to bring in new clients. This is a great way to generate word-of-mouth marketing and expand your clientele, especially if you’re starting out.

I’ve spoken with a few tattoo artists, and referrals are one of their most common methods of landing new clients. Here’s how to do that.

First, check in with your clients a few weeks after their tattoo appointment, you can ask if it healed properly or if they have any feedback on the experience. (That information is gold! Even if it’s bad!)

Most likely, they won’t have anything bad to say. Then, you can follow up by thanking them and offering a discount if they refer a friend.

Here are some easy scripts you can steal:

Email 1: “Hey Judy! Just wanted to see how your tattoo healed and if you have any feedback after the session. Thanks, Alex.”
Reply: “Omg that’s so sweet it’s great! Thanks so much! Judy”
Email 2: “Awesome, I’m glad it’s healing well! If you know anyone else interested in a new tattoo, I’d love to give you and them $50 each to go towards it. Just book the appointments in next year. Let me know if you’re interested.”

I bet you will land a least ONE new client from doing that (but probably a lot more).

#4 Tattoo Conventions

Next up, attending tattoo conventions is a great way to showcase your work, meet with potential clients, and network with other artists in the industry. Plus, there are literally thousands of them that happen all over the world.

And if you’re not sure where to start, check out World Tattoo Events for a list of upcoming tattoo conventions nearby.

Pro Tip: Make sure to spread the word to folks you know you’re going beforehand, and bring dope stickers to hand out! (Who doesn’t love a cool sticker?)

#5 In-Person Events

Another common tactic for tattoo artists is to host events or promotions at your studio. Consider offering discounted flash tattoos, booking prominent guest artists, or organizing themed pop-up events.

Here’s a great example done by Black Labyrinth Tattoo:

#6 Email Marketing

Email marketing is incredibly easy to start, and most folks prefer getting emails from their tattoo artist instead of a corporation. Also, unlike Instagram which changes its algorithm all the time— you own your email list. So, you don’t have to worry about losing views or followers in the same way.

First, I’d start by building your email list with your most interested clients. Then, you can set up your email platform on something free like Substack or MailChimp.

But what to send? No worries, I got you.

Use your email list to send updates, educate folks about tattoos, and mention promotions or upcoming events. (Pro Tip: You can also offer exclusive content for subscribers only to incentivize folks to sign up and stick around).

Here’s a great example from one of my favourite artists in Vancouver, Jamie Kan. She sends short, sweet emails when her books open, when she has new flash designs and when she does giveaways.

#7 Offer Charity Work

Now, this one is a little outside the box, but I have seen some studios pull this off. Gristle Tattoo, a shop in Brooklyn, offers free mastectomy tattoos for those who qualify.

Not only is this rad — but it’s also a genius wave to get free PR for your tattoo shop. I’ve also seen countless other examples on TikTok from artists who offered free cover-ups to folks who were former gang members.

And there you go! Those are my suggestions for tattoo marketing ideas to get more like myself folks in your studio. If you need help with any of them, I know a pretty cool gal (hint: it’s me) who would be happy to consult with you and set some of these up.

But honestly, you can do a lot of these yourself. Until next time!

About the Author

Victoria Fraser is a freelance copywriter from Vancouver, Canada who works in the gaming & tech space. She works with clients doing all things copywriting & content marketing (including making memes). You can learn more at her website to work with her or support her work through Buy Me a Coffee.