Before the age of influencers and digital marketing, beauty marketing strategists had seen success in brick and mortar locations whether it was an upscale boutique or local drugstore. Customers were able to use their senses to determine the likeability of the product, such as testing products in the store via samples or getting their makeup done at beauty counters by professionals.
Change in Beauty Marketing Trends
The days where beauty marketing depended on Walgreens or JCPenny’s to generate the majority of their revenue is obsolete. In today’s digital climate, brands are now partnering with influencers and debuting new products on social media in order to entice potential customers to make a sale. With the increasing popularity of beauty eCommerce through digital channels, it’s important to form marketing strategies that bring the in-store experience to customers’ fingertips.
An Improved Website Experience
In the world of eCommerce, there is nothing like the ease and accessibility of showcasing your products with stunning visuals and having customers click “add to cart”. One of the challenges of selling online is creating a connection between the product and customers so they feel confident purchasing a lipstick shade they cannot try on in store or buying a perfume scent they can’t sniff in person.
There are several creative options you can integrate on your website in order to help a customer determine which product is best suited for them. Here are a few options to consider adding to your website experience:
- Beauty brands have added quizzes that match users to products with comprehensive recommendations.
- Sample sets with new or popular items can introduce your products to customers with an incentive for buying a full priced item.
- Provide product color swatch images for several skin tones so the customer can envision how the product would look on themselves.
- Use 3D or digital software that allows the person to upload a picture of themselves and digitally try on products.
Envision your website as a place that bridges opportunity and real connection with your customers which can drive sales. This can also help set your brand apart from competitors who have an outdated website experience that solely relies on carousels and still photography.
Finding the Right Advertising Medium for Beauty Marketing
The landscape of digital advertising provides opportunities for beauty marketers looking to make an impact beyond commercial corporations. Consider where your audience spends most of their time online. This can range based on your target audience and key demographics, but deciphering this data can be imperative to deciding where to invest your advertising dollars.
Whether it’s social media, Google, Amazon, and other eCommerce platforms, there are plenty of options to meet your business goals and budget. For example, Instagram and Facebook offer in-app marketplaces for customers to make a purchase connected to your website. This gives your brand the chance to be viewed online and within the designated social platforms that house them.
Social media provides several options to increase the visibility of a post, catalog, or product such as boosting a post that has exceptionally good organic engagement in order to reach a larger audience. Boosted posts can be curated based on audience interests, gender, location, country, age, and more. Within the social media marketing landscape, brands have chosen influencers as the signature faces to showcase the effectiveness of their product.
Influencers are reshaping the way beauty marketing is advertised through social selling and are raking in thousands of dollars with digital ads, tutorials, and product reviews on their individual accounts. Helping identify and find influencers that align with your brand and audience is a key component to being authentic and genuine when using an influencer to represent your business.
Connect with Your Audience Organically
Paid media has its strengths in a saturated market that is clamoring for online visibility, but it’s not the only resource to connect with your audience. You should always find a balance between paid content and organic marketing initiatives that add value to the customer experience. Connecting with your audience organically allows you to gain valuable insight into how customers engage with your products.
What are their pain points, needs, wants, and what is the solution you can provide to them? Addressing each of these in your marketing plan is crucial for a successful strategy.
While social media will always encourage paid initiatives, you can also increase sales and visibility with organic content. Customers want to see new products, discounts, and other sales initiatives, but they also want to know the practical applications of your products. Here are a few tips for organically engaging your customers with your products:
- Provide customers informational posts with product ingredients, application tips, beauty routines to follow, and guides.
- Engage directly with your customers through the story feature with a poll or quiz.
- Host Q&A sessions on Instagram or Facebook Live to answer customer questions.
- Create a Facebook group where you can share new products and receive honest feedback.
Organic content always provides a different avenue to connect with customers and gauge customer sentiment on how your products are performing. Start integrating organic content into your digital marketing strategy and apply the results to your next campaign.
The Future of ‘Link in Bio’ & Beauty Marketing
If you’ve ever come across a popular Instagram post or advertisement, chances are you’ve been directed to select “link in bio” in order to get further information. Typically this bio link will lead to a landing page that features the influencers for brands’ various web content or links to products mentioned in their social media feed.
Instead of constantly swapping out the individual bio link to direct visitors to a single campaign, you’re opening up a new point of connection for your followers to additional content. This popular marketing strategy allows you to expand your marketing strategy by including a link to your website, blog, popular products, beauty guides, and even a sign up to your email list.
Popular Instagram tools like Linktree and Milkshake provide assets to help you optimize your content and monitor the traffic towards each individual link.