In recent years, cosmetics and beauty markets have grown exponentially. Beauty companies and brands face great challenges not only in e-commerce but also in the evolution of customer behavior in the digital age. However, the digital world has taken the beauty industry to a higher and closer level. Through various types of content, channels and platforms it is easier than ever to communicate with global customers. Of course, the benefits of developing and implementing social media marketing strategies for beauty brands cannot be missed. We can openly say that social media and beauty industry go hand in hand.
If you are interested to improve the level of your beauty business, try incorporating the following beauty industry marketing strategies into your daily activities:
1. Create a brand community
In this age, where millennials are more inclined towards connecting with the brand, beauty brands must utilize this factor. They want to share the brand experience with others and become part of their resonant brand. Therefore, today’s companies must invest in building customer and fan communities through social media and other online forums. As your main goal is to retain customers and strengthen the connection with the brand by building lasting relationships, therefore, inspire customers to share their comments, beauty inspirations and suggestions in the group. Also, share special information (for example, member-only transactions) and work with beauty experts to help people solve their beauty problems.
2. Add live customer testimonials
Customer satisfaction is the best advertisement. By providing customers with all the information and valuable links related to your products, you can shorten their research process. If anyone has given a positive review of your products, add a link in the product description. This will make your brand more reliable and genuine.
3. Micro-influencers are the key to the customer’s heart
Nowadays customers want to interact with real people and relate to their everyday struggles. This is why micro-influencers have become so popular recently: people who know how to build a community based on trust, loyalty, and authenticity will win the attention of customers. If you are new in the beauty industry, influencers will help you make the beauty brand stand out and advance the consumer concept. For more experienced beauty brands, influencer marketing is a good way to reach new audiences and increase the credibility of marketing information.
4. User-generated content
User-generated content is the treasure of every beauty brand image on social media. UGC will serve as a social test for your unconvinced customers and will be an important source of organic advertising. There is no better way to convince doubtful customers about your beauty products.
You can publish “before and after” stories to prove the effectiveness of cosmetics. Also, work with an aspiring beauty MUA (makeup artist)-they love natural cosmetics, and many people share their skincare procedures and tips online, which makes it a powerful way to attract new prospects.
5. Video marketing for beauty brands
Video marketing is often considered a difficult thing that you cannot do without time or resources. But this is too big to miss. YouTube is the second largest search engine. The audience there is actively searching for what they need. As mentioned above, the video does not have to consume resources. Many YouTube displays its content in a simple context, and all the necessary equipment is no longer so expensive.
6. Social media hashtags for beauty brands
Hashtags are very important and a must for every brand these days. This will help you to –
- Understand how your content is distributed on different social media channels,
- Develop the influence of your social media posts,
- Help you discover negative comments about the brand,
- Create a photo library that can be used as a customer testimonial.
You need to choose the ideal hashtag for your brand. It can be just the name of your company or the slogan your brand can resonate with.
The key is to make it short, easy to remember, and easy to spell. Otherwise, your customers will get confused and it will be difficult to control how their labels are used on social media.
7. Build your brand as a “Beautypreneur”
The power of personal branding can actively use the authenticity of your business. In addition, you can bring other public relations and other resources into your marketing strategy mix.
You can write an article and tell your story on Medium, LinkedIn or your favorite social media platform. Share your knowledge, challenges and future plans. Ultimately, it will help you establish a solid position among industry authorities.
Talk publicly about the company’s vision and mission; start a conversation in your network. More than 90% of customers want brands to tell stories through advertising.
Keep in touch with beauty magazines and journalists, who report reviews and news about the beauty industry and natural beauty products to elicit positive hype and hype.
8. Promote social platforms through other channels.
Social media marketing is not just about appearing on social media. Before establishing a loyal follower, try promoting your social media account through other communication channels.
You can recognize social media channels by mentioning social media channels in the newsletter, showing the latest Instagram photos or tweets on the website, or offering discounts only for social media followers. The possibilities are endless.
9. Find customers through social listening
Social listening is a method of monitoring the online presence of brands, searching and analyzing online conversations about companies, products, competitors, etc. Social listening software such as Brand24 or Mention can help you do this. Choose keywords related to your brand, such as “YourBrandName”, “Skincare Routine”, “Best Organic Cosmetics”, “Vegan Oil / Serum”, and then continue to use. The software will add all mentions and topics online, where you can easily start interacting with potential customers.
10. Collaborate with hotels and spas
Create a holistic beauty approach by partnering with other brands and companies in other tangible industries (such as hotels, spas and fashion companies). These partnerships will help build brand trust and credibility and also open up new distribution channels.
In the highly competitive beauty and cosmetics market, it is not enough to have only natural beauty brands with high-quality products. You must work hard to tell your own unique story and make sure it is accessible to the right audience. Content marketing is a great way to showcase your brand, products, and your company’s unique identity across multiple platforms and channels, which can attract the attention of the customers.