The beauty industry is always evolving and changing with the times, and the world of marketing is no different. Each year, new trends and strategies emerge that can help any business and brand stay afloat and thrive in an always competitive market.
And we want your beauty brand to always stay on trend and gain more meaningful customers!
Today, we are giving your beauty brand the ultimate guide for marketing trends and strategies that will place your brand as fierce competition in the beauty industry.
1. Social Media Strategies for Your Beauty Brand
Social media, you might love it or hate it personally, but for your beauty brand, it is absolutely essential. Afraid to dip your toes into the rapid waters of social media, or finding that your follower count and engagement has plateaued?
Well, let’s see how we can change that!
Image Consistency is Key for Social Media
Image quality and consistency can be a great place for your brand to start. Think about the aesthetic and message you want to give to your audience when posting photos of your beauty brand’s products.
Instagram is a great platform to begin testing out your brand’s vision and taking product images and creating a visual representation that entices and engages customers.
Your product images could come in a variety of flavors, including:
- Product images that fit within the brand images and with the appropriate color scheme
- How to tutorial videos on social channels
- Models or influencers using your products
Just remember that your product photos, whether on social media or on your website, should be the same size, of the highest quality, and incorporate a strong sense of cohesion.
Not every background product photo needs the same baby pink backdrop to match packaging details, but you want your beauty brand to show, in essence, that each product is derived from the same brand.
Your Beauty Brand Needs to Be Relatable & Open
We aren’t living in a time where consumers just want to have an endless stream of product images thrown at them.
In fact, consumers want products and brands that they believe in.
We are living in a world where brands need to speak volumes to who they are as a company and that provide products that reflect the core ethos of the brand.
This is especially with beauty brands because consumers now what to know exactly what they are putting on their bodies.
How is your brand different from other beauty brands on the market? Why do consumers love your products? Where are your ingredients sourced from and how can that impact the wellness of your audience.
Us the answers to these questions as important factors to your brand, and let your customers know what you stand for.
Struggling to create a strong brand personality that is relatable and open? Here are some ideas to keep in mind:
- Whenever you create a post, remember to keep it authentic to your brand, trustworthy, authoritative, and memorable.
- Identify the tone of your brand and make sure your messaging falls within the tone. Pick out specific words, phrases, adjectives, or hashtags that incorporate your brand’s message and use them throughout your posts.
- Remember to always create content that is centered around engaging with your ideal target market. What type of content would your buyer persona(s) want to see on their feeds?
- Ask your team this: If our brand was a person, what would they be like? Asking this question can help guide your beauty brand into generating content that is aligned with your brand persona.
Use Testimonies for Your Products
I will say it until I take my last breath – WE WANT PRODUCT TESTIMONIES!
Seriously, for me, personally, I have spent countless hours hunched over my laptop scouring the internet with the intention of buying a new face cream. The brand I ultimately decide to try is the one with more testimonials from clients and social proof.
And I am not the anomaly here, in fact, 97% of consumers consult product reviews while 85% of consumers seek out negative reviews before making a purchase.
Will this work for my skin type?
Have others that have sensitive/oily/combination skin used this product and loved it??
Will this conditioner actually leave my hair shiny af or greasy af??
These are all common questions your target audience will have about your beauty products. So let your happy customers speak on behalf of the company by including their testimonies on your website or on social media posts.
If consumers love your beauty products, share the love with your audience! Have reviews readily available and if your product has received any press, share it with us!
Engage in Conversation with Your Audience
When establishing your beauty brand’s social media action plan, it is vital to include strong community management into your plan.
Be accessible and available to your audience and foster engagement on your social platforms! Remember that social media is a place where conversation can happen, so monitor your channel and take part in the conversation.
Answer clients’ questions, share insight and share your brands personality over social media.
It is important to note that if your brand is failing to answer and be accessible, the competition could swoop in, answer customers’ questions (on your brand’s page) and lead them to their own products.
Don’t lose out to the competition by posting then going silent. Take part, learn, educate, be relatable af, and watch your audience grow.
Use Various Platforms to Spread Your Message
It might take some trial and error to find out which social media platforms work best for you, but it is a safe bet to start with the top three to start –
Your beauty brand should use multiple channels to cross-promote your content to reach the widest audience possible. You can take to Twitter to link to your various Instagram posts, and vise versa, to promote evenly across all platforms. (source: Repsly)
Some members of your audience will have Instagram, but no Facebook, a Twitter but no Instagram, and any other combination of social media platforms. They might be more active on one platform than another, so create a strategic plan for each platform to attract a wide range of potential buyers.
2. Creating Strong Beauty Branded Content
Content! Content! Content! Say it with me, we want more of your beauty brand’s content!!
Content, marketers use it, consumers love it, and your target market wants to see your beauty branded content too!
Your beauty brand should be producing high-quality copy, not only on social media but on your website as well.
Beauty Content on Your Website
Starting with a blog can be a great way to promote your beauty brand and become a leader in the industry.
Your blog will be seen as an extension of your brand, so it can be a great opportunity to put a voice behind your products and share with your audience what your beauty brand stands for.
Focus on long-form blogs that are educational, engaging, and entertaining.
Ideas for blogs could be:
- Educational posts about the beauty industry and changes to the industry
- Product highlights which include the story behind the product and how it is made
- Respond to common questions from your audience
- How to do the latest makeup trend on Instagram
- Ingredients that help stop inflammation or acne
Your beauty brand is a pool of knowledge, obviously, since you have created awesome products. Use that knowledge to educate and engage your audience. Show them why you are worthy of their trust and why your products are the best by creating content to answer their questions.
Types of Beauty Content for Social Media
Of course, we already talked about using social media to promote your brand, but social media is a great place to also promote the copy you created on your website.
There are various types of content your beauty brand can post on social media to engage with your audience, including:
- Any type of written content, such as guides, blog posts, or articles
- Beautifully curated product images
- Product videos
- Live videos showing off your newest beauty products
- Announcements and contest
Email Marketing for Your Beauty Brand
Email marketing may seem like an outdated form of marketing, but it is actually extremely beneficial.
91% of consumers check their email on a daily basis, which is why email is still the #1 communication channel.
There are a lot of ways you can approach email marketing with the type of content you share, but first, let’s go over how to start your email marketing campaign.
For the sake of brevity, this is a very simplified list, but a great process to begin growing and emailing your audience:
- Grow your email list – You can do this by having a subscribe button or popups within your website, on your blog posts, or having customers opt into the email list when purchasing a product.
- Segment your list – Make sure the right people get the right type of content. This will help personalize the content for each member of your audience and improve click rates.
- Set achievable email marketing goals – This can be accomplished by automating your emails.
Now that your beauty brand has established your email marketing plan, you can start to think about the right type of content you can send during your email marketing campaigns.
Beauty email marketing content could include:
- A weekly, biweekly, or monthly newsletter
- Abandoned Cart Emails
- Links to your newest blog post, case study, or YouTube video
- Promotions!! Included discounts, free shipping, & deals deals deals
Focus on User-Generated Content
User-generated content should be worked into your content strategy!
What do I mean by user-generated content?
Well, have you ever been on Instagram and see a hashtag, such as:
And then you see a flood of posts from the community? This is a great way to spotlight your audience and encourage them to share their love of your products with their feed.
Start a user-generated campaign by inviting your users to post photos of them using your beauty brand’s products and use your own, on-brand, curated hashtag.
Then, take these photos and incorporate them (with permission) onto your social media posts and blog posts!
Your community will be excited to be included in your posts and it is a great way to relate to your audience.
3. Consumer Awareness is Important in the Beauty Industry
Consumers are tired of being left in the dark and more than ever are demanding transparency from the beauty brands they love.
Use this as an opportunity to improve customer awareness within your marketing strategy.
Promote Awareness Throughout Your Content
Education is key! You might think a piece of information is commonly known to consumers, but in fact, many consumers might be in the dark! Use your content as an educational platform for your customers.
As I said before, we expect a lot out of our beauty brands. Now more than ever, consumers want to know what the heck they are putting on or in their bodies, so help educate them on the industry and best practices within the industry.
For example, your brand might know the in’s and out’s of synthetic ingredients and the dangers of using sulfates and parabens in beauty products, but if your audience fails to know that as well, raise consumer awareness by posting an informative and easy to understand blog post on the topic.
Consumers will praise you and thank you for educating them!
Brand Awareness on Your Product Pages
Your product page on your website needs to be fully optimized with crucial product information for the consumer.
You want to create a product page that doesn’t leave the consumer questioning but instills confidence in your product.
To help build brand awareness, your beauty brand needs to optimize:
- Product descriptions – Here is your chance to list the benefits, ingredients, and use for your beauty products.
- Product images – Provide several images, including one of the texts listed on the packaging and a 360 view of your product.
- Bonus if you can include a short product video or an interactive product image.
- Promote cross-selling and up-selling – Offer products that customers usually buy together and promote those products on the page.
- Keywords! – Keyword-rich titles and product descriptions are important to help product pages rank high with Google.
- Consistent branding – Think of your brand tone, image, and color scheme and use this to set the vibe that is consistent throughout your website.
- Share those testimonials! – Let all visitors know that your products are the best and back it up with your raving customer reviews.
Don’t skimp on the product pages, the better these pages flow and are tailored to the user’s journey, the more likely they are to rank in Google and turn visitors into fans and repeated customers!!
4. Always Think About the User Experience
“Who are we without our customers?” – Me, Taylor Green
Just kidding, I definitely didn’t quote that, but I mean, that quote is 100% fact.
Regardless, all businesses need to think of their customers and their experiences when visiting your websites!
If you’re in the eCommerce game and your brand doesn’t have a physical store, then this is your only chance to sway the customers to purchase your products and love your brand.
So give your beauty brands website some love.
An Easy to Use Website is Critical for Beauty Brands
This doesn’t just apply to eCommerce, but it sure is important for eCommerce. No one will buy your products if your website is a bit sketchy!
Your website is your storefront, so treat it as such.
The consumer’s first impression absolutely matters, especially knowing that most people will not buy products from your website upon the first visit.
Here are some things to keep in mind when designing your website:
- Host your website on a premium platform; We love WPengine but there are other platforms out there. Hosting on a premium platform will help reduce loading speed time, which is absolutely crucial for websites.
- Have a search bar at the top of each page for easy navigation.
- Create the easiest checkout process; No 6 step checkout that can leave users frustrated. Offer guest checkout so that customers don’t feel forced to sign up with their information.
- Use breadcrumb navigation to help users understand their journey on your website.
- Offer incentives such as gifts or free shipping (if it is within your means) with a purchase.
- Accept as many payment options as possible; Not everyone will have a Visa or Mastercard so if you cover as many as possible, you won’t be leaving anyone who is ready to buy behind.
- Optimize for mobile, always!! People will be searching your website from their smartphone, so make sure all pages fit on mobile devices and that load times are just as fast.
Personalized & On-Brand Web Content
I know I have talked a lot about branding thus far in this blog, but what can I say? We loveeee strong branding! And your customers will too.
Branding is literally everything! It’s more than just your logo or product packaging (although that is definitely part of it).
Branding is the emotional response a consumer feels when they see your product or visit your site, it is what keeps them running back for more and leaves them excited for the next piece of content you post.
If your eCommerce beauty company does not encompass strong branding, it does not have an identity.
You can always rebrand! It is never too late to set the right tone for your beauty brand, so let’s talk about what a strong branding strategy for your website looks like:
- Think about mood and aesthetics and try to capture how you want your audience to feel as they navigate through your website. Keep ut consistent through product photos, text, and extend it to social media platforms as well.
- Tone and written text are important for your brand as well – define how you want to be perceived by customers and make sure it is consistent. Maybe your sweet, sassy, funny, or straight to the point. Keep with this tone in all that you write!
- Quality is everything! From the product description, logos, product images, to blogs, keep the quality high. No low-quality iPhone photos, please!!
Need help designing an eCommerce website for your beauty brand? We can help you! Our team of engineers and brand marketers can help you stay on brand all the way from web design, to social media.
Flash Guide to Website Excellence
I have written about all of the necessary elements for a website to have, so we are going to give a quick flash guide to web excellence!
Your beauty brands website always needs:
- Fast page speed and loading time!
- Original and relevant copy!
- A strong call to action.
- Easy navigation.
- Make it cute and pleasing for the eye! (no highlighter yellow and blue).
- Optimized for SEO!
5. The Customer Experience Matters
Your customers want, if not expect, an experience that is built with them in mind. So make sure that your beauty brand has created a space to sell your products that are constantly thinking about the user experience.
Immediate Help via a Chatbots or LiveChat
Chatbots and/or a live chat function on your website can be the 24/7 customer service rep that you didn’t even know you needed.
Chatbots can help guide your customers to exactly what they need and answer questions that can ease the buying process, such as shipping or return policies.
You and your employees can rest easy knowing that your audience is constantly being cared for with the best of chatbots.
FAQ for Product Information
Frequently asked question pages are an absolute must!
They can save you brand meaningful time and can improve the customer experience.
Having an FAQ page readily available for your audience can help build trust and answer consumers questions, sometimes even before they ask them.
FAQ pages can be keyword rich, which can help you with SEO and show that you know and and understand your customer and the potential hesitations they may encounter when purchasing your products.
FAQ pages will always help build trust, increase conversions, and provide a sense of security for your potential customers.
Offer Free Beauty Gifts to Improve Loyalty
If your beauty brand can swing it, offer an incentive to purchase by offering a free gift!
It can be a small, inexpensive gift that you can send with a purchase.
If you choose to add a free gift, remember to:
- Give a gift that people actually want – don’t give the equivalent of a plastic toy from McDonald’s.
- Make sure your stock is high so that you don’t offer the gift but can’t provide it.
- Make sure the item won’t affect shipping rates.
- Make sure your spending target is reasonable.
Include Promotions for Your Beauty Products
Who doesn’t love promotions? Probably not a single person on this earth can’t get down on a deal.
If you have promotions or bundles your beauty brand is currently hosting, make sure that you are letting your audience know!
Informing about promotions could take place via email or directly on your homepage.
Consider Starting a Beauty Loyalty Program
If you have a lot of return customers, create a loyalty program to show those customers you are thankful for their business.
The structure of your loyalty program can take many different routes, but the end result can improve:
- Customer retention
- Improve your customer referrals
- Reviews and user-generated content
Customers could earn points (or however your brand decides to reward customers) through referrals, posting images with your product on their social media channel, or spending a certain amount.
Your loyalty program could take many different avenues, but try to keep it fun, engaging, and with a strong incentive to keep audience retention high.
Possible incentives could be free gifts, discounts on goods, free shipping, etc. just to name a few.
Think about loyalty programs you love and participate in and then create your beauty brand’s own program. It can be on brand, fun, and tailored to fit your brand’s style!
Include a Purchase History Function on Your Website
If customers choose to create an account with you, keep their purchase history easily available so that purchasing a refill on their favorite beauty product is easy!
Your customers love the shampoo you sell, but eventually, it will run out. Instead of having them search through the website to try and find what they are looking for, keep in saved away in their account so that all they need to do it click “add to cart” then check out.
Checkout should be a breeze as all of their information should be saved, making it a one, two, three-step process!
Have Shopping Cart Saved for Later Purchases
As stated earlier, it is most likely that a first-time visitor to your website won’t purchase your products in the first go. That’s okay, you gotta nurture them so that they return.
That is why it is smart to keep their items in their shopping cart for the next time they came back.
If you have a ton of products, the customer won’t want to scan through your website again and add all 10 goods to their shopping basket a second time. More likely, they will forget what they even had in the basket their first go around.
Even if they don’t make an account, keep their shopping cart full so that they can sit with their purchases for a few days and come back when they are ready to buy. They will return, trust me.
If they don’t return, remember when I said to create abandoned shopping cart emails? Well, this would be the time to send out those emails to encourage visitors to return to your site!
6. What is Marketing Without SEO?
Search engine optimization will always be an essential marketing technique. So much so, that we wrote an in-depth guide to SEO for beauty brands.
But, we couldn’t write a marketing guide without touching on SEO. 😁
SEO Best Practices & Trends for 2020
There are some strong trends that your beauty brand can watch and use to help boost your SEO strategy this year.
Here are some of the SEO trends we believe could be highly effective for your beauty brand:
- Leverage beauty influencers to help your SEO as they can help promote authenticity and trust, and increase your content reach.
- Invest into video SEO by creating videos on your YouTube channel, throughout your social media, and on your website.
- Focus on long-form content as this will be highly favored by search engines. Long form blogs with around 1,500-2,000 words that are of quality will help your beauty brand rank higher.
- Ensure you are optimized for mobile searches as these searches will continue to dominate the platform where your clients will be searching for your beauty brand.
- As stated in the section above, users want a high quality digital experience, so focusing on the user exerpeince as they explore your beauty products will always place you ahead of the competition.
Marketing for your eCommerce beauty brand can be challenging, but with the right tools and a strong plan, your brand can become fully evolved. Let us know what you think in the comments, and we hope you learned something new.
Having trouble reaching your beauty marketing goals and need help? Let us help you!