Beauty Marketing 101: The Dos and Don’ts
You’ve created top-notch beauty products and are ready to show them to the world, and you couldn’t be more excited about the impact they’re going to have on consumers. But how do you go about marketing them successfully?
Marketing (especially digital marketing!) can make or break your business, and it can be overwhelming trying to figure out the best tactics to use as well as the worst ones to avoid.
Keep reading for a guide to beauty marketing that will help you promote your beauty brand while making it outshine the competition.
Marketing for Beauty Businesses
Since the beginning of the pandemic, marketing has seen an even larger shift to online content. While in-person marketing tactics are still super useful, many of these tips highlight digital methods that will increase your sales in no time.
When consumers think about buying something, they often go straight to the web and type in a question or specific item to be found. If you want your products to be considered, you’ll want to create engaging content that’s easy to find, offer insightful information, and build a sense of community that others want to be a part of.
There are so many marketing tactics that can help boost your beauty business to where you want it to be. Here’s a look at the things you should make an effort to tackle first.
Use Social Media
Social media platforms like Instagram, Facebook, Pinterest, Twitter, and TikTok are essential for getting your beauty products seen by people all over the world.
Start with one or two platforms and begin cultivating a following by posting consistent high-quality images and videos of your products, giving your audience valuable information about why they should choose them.
Create an Easy-to-Use Website
If you don’t already have a site where people can go to find out about your business and purchase your products, it’s time to build one!
Web design for beauty companies is a key factor since so many people are purchasing their beauty products online these days.
Make sure the website has detailed product descriptions, a contact page, and easy ways for customers to buy your items. The more engaging and visually pleasing your site is, the better!
Develop a Unique Brand
Let’s say you’re selling lipsticks. There are a lot of other lipsticks out there to choose from, so you need to tell consumers why they should choose you over your competition. This all starts with creating a unique brand.
How do your products stand out against others? What makes your company special? For example, maybe your products are all made of organic ingredients, or you donate a percentage of every purchase to an organization that’s important to you.
Look for things that make you unique from other beauty retailers, and highlight those things so customers are more likely to purchase from you.
Consumers are much more likely to trust a product if they read reviews from real people telling them it’s great.
When people leave positive reviews for your product or post on social media raving about one of your beauty items, take advantage of this! Post testimonials on your website and your own social media page so consumers can read and view them when doing their own research.
Utilize Tiktok and Instagram Ads
TikTok is a social media app that has more than 500 million monthly active users. It allows users to create short videos with fun effects and then share them on the platform. TikTok is an excellent tool for beauty brands to advertise their products because it is a visual-based platform.
The TikTok app has become one of the best platforms for beauty brands to advertise their products. It’s a visual-based app, which means that it’s perfect for marketing makeup, skincare, and other beauty products.
Deploy Google Shopping Ads
Google Shopping Ads are a great way for beauty brands to increase their visibility and sales. They allow you to promote your products on Google Search and Google Product Listing Ads.
While there are marketing strategies that help your business make its mark, there are also things to watch out for. Here are a handful of marketing points to avoid.
Focus on Follower Counts Instead of Audience Relationships
If your beauty business is all about social media, it can be easy to get wrapped up in how many followers you have. But when you’re only focused on your follower count, you may be gaining more followers without those followers turning into buyers.
People want to feel valued and like a real part of your beauty company’s community. One of the best ways to foster this sense of community is to make an effort to interact with users, whether that’s by liking their comments, responding to direct messages, etc.
Underestimate the Power of Quality Content
With so much content out there vying for people’s attention, people want to spend their time reading and watching content that’s going to offer them something of value in return.
Try to make any content you put out (blog posts, videos, social media live streams) as informative and engaging as possible. Give a tutorial, answer questions from followers, or create other educational content that draws consumers in and leads to them trusting your brand.
Respond Negatively to Feedback
It can be difficult to know how to respond to negative feedback, whether it comes in the form of a negative social media comment, angry customer service call, or poor product review.
Remember to always respond in a professional tone, as you’re representing not only yourself but your entire business. Work to give every customer a positive experience, but also remember not to take negative comments personally.
Forget About SEO
SEO, or search engine optimization, is a crucial part of any marketing strategy. If your website or blog posts don’t rank highly in a Google search, it’s going to be trickier for potential buyers to find your business.
Optimize your content so that it contains the keywords necessary to show up in searches. If you’re unsure of how to get started with SEO, there are experienced and professional companies out there who are more than willing to help!
A Beauty Marketing Guide to Unstoppable Success
Don’t let beauty marketing leave you feeling stressed and uncertain. By following these marketing dos and don’ts, your business will flourish.
Looking for assistance with your digital marketing strategy? We can help with everything from your website design to social media, Google Ads to email marketing. Reach out to us today to find out how to get started on your beauty business’s path to success.