The beauty industry is something you can’t avoid in today’s world. Even people who don’t use the products know the big brand names, the types of products and they might even know a beauty hack or two. It can seem a bit daunting to launch and market a new beauty product into a market that is saturated – but that doesn’t mean it’s impossible. You just need a few pointers to get you started. That is why today we are showing you how to market a beauty product.
Create a beautiful website that drives sales
Write a paragraph in a friendly tone explaining that an optimised e-commerce website is the first place to start in promoting your beauty products and that it will be the place that all other marketing efforts will drive towards
If you’re looking to promote your beauty products, the first place to start is with a search optimised e-commerce website. Your website will be the place where all your marketing efforts will drive your potential customers. With an optimised website, you’ll be able to provide a great customer experience with easy-to-use navigation, attractive visuals, and helpful product descriptions. You’ll also be able to take advantage of e-commerce features such as product recommendations, wishlists, and integrated payment options. An optimised website will help you reach the right customers, make it easy for them to purchase your products, and will serve as the foundation for your other marketing efforts.
Almost all e-commerce websites run on either WordPress with the Woocommerce Plugin or Shopify, they both have their pros and cons, but we find Shopify to be the easy solution to get started with, running an E-commerce on the WordPress platform requires more server resources than an informational website which can lead to problems if you experience spikes in traffic.
Optimise for SEO
Now you have you website you need to get it found!
Search engine optimisation (SEO) is an important factor for any website, but it can take Google a while to rank new websites. It is important to ensure that your website is properly optimised from the beginning to increase your chances of ranking in search engines like Google. This includes making sure that the website is easy to navigate, that it contains relevant and up-to-date content, and that it is properly optimised for SEO. We recently wrote a blog about SEO for beauty brands full of tips to check out. If you want to get some ideas on how to improve your SEO try our free audit tool.
Use Social Media Marketing
Social media is one of the most important things for your marketing strategy so we’re going to put it first. As a beauty brand, you should already know that social media isn’t optional – it’s a necessity. 45% of consumers find their next beauty purchase on social media, and 62% of people use social media to research beauty products before they make a purchase. If your beauty brand isn’t on social media, you might as well not exist.
We actually wrote an article quite recently about social media for beauty businesses and why you need to be showing up, so if you’ve got time give that a read too! But it boils down to this – get your brand on as many channels as possible, and engage with the audience in a real and genuine way. Pretty much everything else we’re going to mention in this article feeds back into your social media strategy for either promotion or advertising, so this is where you should start.
Use Influencer Marketing
Influencer marketing is essentially the practice of partnering up with popular content creators in your industry and having them promote your products to their audiences. Influencer marketing is hugely popular across the market right now, but it was built in the beauty industry, and beauty influencers have been around a lot longer than many others.
Do some research and spend time finding the right influencer for you. Look at their audience, their approach, and their style to decide if they would be a good fit for your brand, and then look at their engagement, environment and authenticity to see if they will actually work for your business. Decide what kind of relationship you want to build – most influencers will want free products to promote your brand (if nothing else so they have something to show on their social media channels), and many will expect payment if being an influencer is their career. Create your ‘package’ as a brand, and then sell yourself to the influencers.
Yes, this means a lot of time spent on social media researching influencers, followed by a lot of outreach work to your shortlist, but it can be incredibly lucrative. In 2019, The Influencer Marketing Hub carried out a survey that found, on average, businesses get an influencer marketing return on investment (ROI) of 5x what they spent, with some businesses earning 20x their spend.
Run Regular Giveaways
Everyone loves a freebie, especially in the beauty world. If someone is new to your brand and hesitant to buy, then a giveaway can be the perfect way to get them to try. Put together regular giveaways and post them on social media. This is a great way to grow your audience, since you can make the entry criteria as simple as ‘like and share this post’, as well as generate interest in your products and even build a newsletter database (if you require email addresses to enter). This means that even after the giveaway is over, you have a new audience to approach with more targeted marketing efforts, bringing them one step closer to buying from you.
Create High-Quality Content
Content marketing is without a doubt one of the most powerful marketing strategies out there, especially for beauty brands. Since its whole ethos is providing informational, valuable content for your audience, it’s a perfect fit for beauty brands. Consumers are begging for information on beauty products, reviews, comparisons, tests, events and more. So provide it! A few of the ways you can create content are:
- Creating ‘how to’ and application tutorial videos
- Write regular blogs sharing insights, tips and hacks
- Broadcast live on social media, showcasing the products, and applications and chatting with customers
- Interview industry experts
- Publish ‘before and after’ stories
- Collaborate with influencers, other brands or charities
- Publish interactive quizzes
Plus, anything else you can think of really. When it comes to marketing beauty products, there’s no such thing as too much content. We’ve talked about the benefits of content marketing for beauty brands in a lot more detail here, so if you need to read up, click over and then come back!
Use Paid Ads
As we mentioned social media is the place to be for beauty brands, which means there are a lot out there vying for attention. If you want to stand out from the crowd, the best way to do it is to pay for advertising. It’s a quick and direct way to increase your website’s visibility and social media profiles. A few of your options for advertising include:
And more. Each allows you to refine your ads by audience, A/B test and change the message to find the right approach for you. You should also install a retargeting widget on your website, which means anyone who visits your site will be re-advertised your business or specific products they interacted with. By exploring the different options offered by each platform you can test your approach, find the right platform for your audience and make the most of your advertising budget.
Use your Personal Brand
Using your own personal brand or that of your founders to promote your range of beauty products is a great way to increase visibility and trust with potential customers. It allows you to create a connection with customers and build a loyal following, which can help to drive sales.
Additionally, it allows you to differentiate yourself in the market and stand out from the competition. By leveraging your own personal brand, you can showcase the unique aspects of your products and services, which can help to boost your credibility and trustworthiness.
If you’re looking to promote your products using your personal brand, there are plenty of content types you can use to get the word out. Social media platforms like Instagram, Facebook, and Twitter are great for sharing visuals like photos, videos, and graphics.
You can also create blog posts, podcasts, and YouTube videos to share information about your products and brand. Ultimately, the key is to be creative and use a combination of content types so that you can reach the widest audience possible.
Use Video Content
Using video content to promote your beauty products is a great way to engage your target audience. Video content allows you to showcase your products in a fun and creative way, making them more memorable for your viewers.
You can also use video content to tell a story, providing a more personal touch to your promotion. With video content, you can create a strong emotional connection with your audience and help them better understand the value of your products. Additionally, video content is more likely to be shared and viewed, increasing your brand awareness and giving you the opportunity to reach a wider audience.
Collaborate with other businesses
Collaborating with businesses that use beauty products is a great way to promote your products. Salons, spas, and hotels are ideal partners because they already have a customer base of people who are interested in beauty products. Additionally, small businesses that are likely to sell locally produced products are also great partners to work with. By partnering with these businesses, you can reach a larger customer base and gain brand awareness, while also supporting businesses in your local community.
At Lion Spirit Media we do a lot of work with beauty and skincare brands in the UK and all around the world. We can help you with everything from creating a digital marketing strategy to content marketing, media relations, running ads and SEO, helping you grow your beauty business online. We’re the greatest beauty and cosmetic marketing firm you could collaborate with, whether it’s generating organic brand revenue or developing beauty advertising campaigns that connect with consumers and encourage them to buy your items. If you’d like to know how we can do that for your beauty brand, just get in touch with the team today and book your free consultation.