As a beauty brand, your marketing strategies are unlimited, and so is your competition. Staying ahead of the competition requires continuous content creation on as many fronts as possible. At Admarkon, we can help you create a strategy to market your beauty brand online on multiple fronts and succeed in not just generating leads and sales but creating a brand that will stick in your customers’ minds for life.
Understanding the Audience of Beauty Brands and Beauty Products
Beauty brands are a $100 billion dollar revenue business worldwide, with L’Oréal topping the highest earner at $44 billion per annum. North Asia represents 35% of the global market. Skincare has a 42% market share in the beauty industry.
An estimated $7.7 billion is spent on advertising in 2022, with one-third spent on digital advertising. YouTube is the top source for beauty-related content. 82% of beauty shoppers use Instagram at least once per day. Four out of five beauty shoppers are influenced by Instagram for new products. 67% of beauty shoppers discover new products from online influencers. Healthcare and beauty e-commerce sales are projected to grow by 77% between 2021 and 2026. An estimated $17.09 billion worth of online sales is recorded for cosmetic products. Consumers who get personalized recommendations are 75% more likely to make a purchase. 62% of consumers prefer user-generated content on websites to make a decision.
The stats are clear. We know what people are looking for and where they are looking for it. Creating a digital marketing strategy for promoting your beauty brand should be based on the research and statistics available. Data-driven marketing ensures that we are on the right track from the beginning.
Creating a Digital Marketing Strategy for Beauty Brands
To begin with, you will need an online presence. This involves creating a website, preferably an e-commerce website, which would enable users to purchase products directly from you. Then, we move on to content creation. All content you create should enable influencers and customers to build upon it. Your content will be created for both social media and your website. The focus is to create content regularly for all platforms of choice.
Website Design for Beauty Brands
While custom-created e-commerce websites are easier to customize to the needs of your business, they are more expensive than ready-to-use platforms. Common choices for e-commerce platforms include WooCommerce with WordPress, Shopify, and BigCommerce. All these platforms have a range of plugins that can be used for easy development and can reduce costs significantly. They are also customizable to a good extent. Depending on the number of products, you can choose the right platform. WooCommerce with WordPress is recommended for smaller sites with fewer than 100 products. Shopify and BigCommerce can accommodate more products as long as they are allotted sufficient resources.
Ensure your website design is modern, easy to use, and has a great user experience. Get a professional designer who knows the ins and outs of e-commerce websites for your website design. Small features like push notifications and shopping cart abandonment recovery are small features that make a significant difference in sales for even the smallest websites!
Content Creation
Content creation is the most important part of your beauty brand promotion. For digital marketing, everything revolves around content. Creating a content marketing strategy is crucial for a beauty brand, and you should begin with the website’s content. Create product descriptions that are detailed with every possible piece of information available on the website.
Blogging is often time-consuming, but you will require a blogging platform on your website where you can update content regularly. Add beauty tips, tutorials on how to use your products, and offers in your blog section. Be sure to add at least one or two articles every single day. This will require keyword research and content creation teams to work hand in hand. Expect to create at least 300-400 articles to even begin seeing a small difference in your website’s authority.
Apart from articles, your next biggest challenge comes with video content. Video content is time-consuming, and you will be required to create one video per product. This will be a sales pitch or a detailed tutorial to supplement your blog. Video marketing for beauty brands is expensive, but consider it an investment. The more videos you create, the higher the chance of your brand being visible to your audience, who can be converted into loyal customers and influencers.
Warning: Do not post all your content in one single day. Space it out to have at least one piece of content every single day. This ensures your website is always live and active. For videos too, schedule the videos one per day. This may seem like overkill if you have more than 100 videos, but timing is sometimes crucial for marketing organically.
SEO – Search Engine Optimization for Beauty Brands
While creating content for your website and your blog, ensure you begin with keyword research. Well-researched keywords will help you drive traffic almost overnight. Creating content on competitive keywords from the beginning will drain you of your energy when you see no results. Focus on keywords that are easier to rank for, even though they have less traffic. Move towards more competitive, difficult keywords gradually.
Optimize your website for technical SEO. Ensure your website is fast and technically sound. Use schema, sitemaps, and structured data where possible. For on-page SEO, ensure your headers are well formatted and structured. Ensure your keywords are in the titles and headers. Work on internal linking on your website. The entire website should be optimized for on-page SEO, and every page you add should add value to your website.
During the first few months, do not worry about link building. You will have to build links over time, and this will happen with influencers. You may have to work on a link-building campaign at some stage when your website content is ready and your influencer marketing strategies are already in place.
Beauty Brands Social Media Strategy
The two major social media platforms you need to focus on for beauty brand promotion are Instagram and YouTube. YouTube will be for video content, while Instagram will have a variety of content, including short videos or Reels. Apart from Instagram and YouTube, you will be required to create content for Facebook too, which is very popular apart from these two major platforms.
- Create Content for Social Media: Research what people have done and succeeded in. Find your top 10 or 20 competitors and find out what they have done on each of the platforms. Improvise on the type of content for your videos. You will not be able to garner influencers from day one. This takes time. Consistency is key, but creating quality content is just as important.
- Keep Consistent in Content Creation: Ensure that your content is well spaced out and consistent. Post at least once a day on YouTube, but 4-5 times on Instagram and Facebook. Take advantage of image posts, carousels, stories, and reels on Instagram. Post different types of content. When possible, reuse content from YouTube on Instagram and Facebook.
- Run Contests and Giveaways: Start pitching to influencers by giving free giveaways but on a contest basis. Give samples to people who will post videos of the products and tag the brand name for gift vouchers. While the samples could be a small pack, the voucher could be just enough to buy one product or a discount percentage on their next purchase. Create a strategy based on your sales and marketing team’s advice.
- Follow Up on Influencers When Possible: There may be a lot of times when influencers will not post content after the free giveaway. Follow up, and add incentives for them to create content. More often than not, influencers will create content for a very small incentive. You just need to follow up to generate as much user-generated content as possible.
- Consistency in Promotion: Consistency does not end with creating content on your platform. Be consistent in promoting your content to influencers too. Ask them to promote videos, give them commissions, incentives, and recommendations when possible.
PPC Campaigns for Beauty Brands
Websites take time to rank. On Google and search engines in general, websites may take anywhere between 3 and 6 months to see significant results. Most businesses cannot wait a long period to see results with their campaign. For immediate results, you may require paid promotions. PPC marketing is one of the easiest and fastest ways to reach your audience. Though it does take a professional to design your ads and campaigns, the results are immediate, and you get a boost instantly. PPC campaigns on search are very similar to those of social media too. With social media marketing, you can increase reach, followers, and likes to your ads and reach a wider audience easily. Building your community with PPC ads combined with social media is a quick way to succeed.
Email Marketing
No matter what kind of marketing strategy you plan, your email marketing campaigns will be the one that gives you the highest ROI in most cases. Craft personalized emails to your visitors who have visited your website and shown some interest in your product. Send them emails about promotions and contests. With a conversion rate of 2% or more, email marketing is a sure-shot way to improve your sales throughout the year. But to do so, it’s important to acquire email addresses while people visit your website. Find ways to ask your audience for their contact details when they visit your website. Also, find strategies where you could DM on social media too.
