Digital marketing has transformed the way brands promote their products, and its impact is particularly powerful when it comes to the beauty industry. Unlike B2B industries which are generally considered unglamorous and tricky to present in a visually appealing manner due to the complexity of their products and services, beauty brands and digital marketing are a match made in heaven.
With an abundance of channels available for reaching out to your prospective customers, the sky is the limit. However, it’s not enough to simply set up your Facebook, Instagram, or Pinterest and start posting if you want to succeed. Here are a few tips on doing your digital campaigns properly.
Leverage Influencer Marketing
Influencer marketing has taken the world of marketing by storm, and both big and small brands enlist the help of celebrities and household names in order to come off as more genuine and authentic. 43% of millennials value authenticity over content and they won’t even consider making a purchase if they can’t connect with a brand on a more personal level. That’s where influencers come in, as they in a way lend their face and humanize the brands they represent.
While it’s true that digital marketing is significantly less aggressive than traditional marketing, too much of a social media presence can still be perceived as pushy. Influencers can soften this approach and promote beauty brands in a subtler manner. By giving valuable skincare and beauty routine tips and advice, influencers build trust with their audience.
This is particularly the case with micro-influencers who usually have a smaller but an extremely loyal and devoted following, which means that everything they promote and recommend will be enthusiastically accepted. So, if you’re worried about the fact that Khloe Kardashian is way out of your marketing budget’s league, don’t be. Micro-influencers, who can put in a good word for you with their followers, are much more approachable and affordable than big shots.
Tap into High-tech Methods
Advanced technologies have paved the way for numerous different marketing methods which can help brands engage their target audience and enhance their customer journey. When it comes to beauty products, many people still prefer to make a purchase at brick-and-mortar stores because they want to sample lipsticks, shades, and foundation to see how they fit.
But, in the era of e-commerce, brands would like to streamline this process and get potential customers to buy from the comfort of their homes and without delaying their purchasing decision. Sephora, a luxury skincare and beauty label, invested in the Visual Artist app, an AR-powered technology which allows customers to test different products by superimposing them on their selfies. After they find the right colour and shade, customers can shop directly from the app. How’s that for convenience?
Give Disruptive Business Models a Chance
Certain brands have taken the existing, traditional purchasing experience to the next level. Namely, instead of encouraging customers to visit their online or offline stores and spend hours in crowded shopping malls, or browse through countless online catalogues, these brands have switched to subscription-based business models.
In other words, they analyze customers’ preferences, past purchases, and a number of different factors, pick a couple of products that fit the selected criteria, and send them to their customers, usually once a month. This is similar to the Amazon recommendations engine which helps the online retail giant generate 35% of its revenue.
This tactic is great for improving customer retention, because it allows brands to get to know their customers over a period of time, catch up with their preferences, and deliver them exactly what they need. Such an in-depth level of knowledge about their target audience means that brands can tailor their content, as well as personalize and align all their marketing efforts across different channels. Besides that, email marketing campaigns provide lots of cross-selling and upselling opportunities.
Make the most of Your Content through Video
Just like in any other industry, content is irreplaceable in the realm of skincare, make-up, and beauty. However, instead of blog posts and tutorials on how to apply foundation or get defined eyebrows, it’s much better and more practical to use videos to show all this.
Video has the power to capture your audience’s attention and a stunning 80% of them will recall a video ad they saw in the past 30 days. Besides being memorable, this format is also great for generating social shares – to be more precise it outperforms images and text combined by 1200%.
Even cosmetic surgery brands, like Auralia, can benefit from video exposure. After all, explainer videos are much more memorable than an explainer blog post.
Instagram and Facebook stories offer an excellent way of sparking your customers’ interest and getting them to engage with your beauty brand. Nowadays when even movies can be shot on an iPhone, you don’t have to break the bank if you want to make a high-quality video, which makes this compelling marketing strategy extremely cost-effective.
Digital marketing can do wonders for your beauty brand, especially if you combine different channels and methods, and align your efforts.