Digital marketing is vital in the modern world we do business
in the 21st century. Social media is part of the consumers every day and the way in which we communicate. Digital
marketing encompasses all marketing efforts that use an
electronic device or the internet like.
Businesses leverage digital channels such as google search engines, social media twitter, Facebook, Instagram, email, and other websites to connect with current and prospective customers and to promote the business. As a health and beauty business you have to strategies on how to maximise its exposure, reach and profits. Research shows that shortfall for many small to medium size business is a lack of online presence. The goal is to then develop a comprehensive digital marketing plan.
Digital Marketing Plan
Curating and collating a digital marketing plan is very important based on the 6 components of Digital Marketing. The plan must be supported by research about the health and beauty market locally, consumer of health and beauty services and products as well as the the latest trends. We refer to the marketing activities you conduct during specific campaigns as a marketing plan. With your marketing plan, you define how you’re going to reach the goals you set when determining your marketing strategy. here are more ideas to help you in planning process. https://www.outbrain.com/blog/digital-marketing-strategies-for-beauty-businesses/
- • Increase the market share of your products and service offering
- • Enhance professional image
- • Increase brand awareness to the target market
- • Establish a clear brand position: “Catering to different skin types, ethnicities of the customers and providing customers in the best, safest and the healthiest way to improve the conditions of their skin, nails and wellbeing”
Before choosing a strategy for your business, know your goals for the duration of your marketing plan .In order to set your goals for the year, it is important to review how much you achieved last year and how you want to improve those numbers. You should always measure your progress to know how much your business is achieving and what you should focus on.
Firstly, We Will Look at Research Around The Beauty Services And Products Market And Consumers To The Market:
The Beauty Market is very competitive with other well established upmarket competitors like Sorbet, Placecol, Annique, Dream Nails, Young Nails etc. ,which caters top-to-toe pamper treatments and high quality products and service. Sorbet also added a Botox service recently to enhance their scope and treatments available. These beauty providers all have a rigid digital footprint that sells their product and service and emphasizes their high-quality products & service. The beauty market can be a broad market with a wide range of consumers and services. Your services should be applicable to all culture groups and target markets segmented according to:
- • Individual needs, skin types and age
- • Young people, women and men, of varying ages and ethnicities
- • People who are looking for pampering, improving their skin and general aesthetic appearance
Your Business also broadens the spectrum by supporting the service with high quality salon products up for retail which makes the consumers life easier and empowering the consumer to recreate the experience at home as a value added incentive for both consumer and business
The Latest Trends in The Beauty Services Market:
As a professional business, you need to stay up to date with the latest trends. Encompassing some such as, environmental friendly products, up-cycle packaging, organic products, Ageless beauty will be celebrated, Microbiome skincare is becoming increasingly sophisticated, anti-pollution and restorative products. Service will all so be elevated to consider COVID-19 regulations. Diversifying your business by small differential additions gives you a unique selling point.
The Components of The Digital Marketing Plan and How to Apply Them:
Situational Analysis: In the internal environment represents its self as a SWOT analysis of the organisations strengths, weaknesses, opportunities and threats, a full review of the current marketing plan and the managing of the brands contribution to the revenue and brand enhancements, customer retention, and market share as well a review of the e-business.
Internal strengths and weaknesses is something a business can control, yet, the same can’t be said about external threats and opportunities. You can’t fully take charge of them, only consider.
Tip: The more SWOT analyses you make — the better you understand the market landscape.https://404agency.com/en/blog/how-to-promote-a-beauty-brand/
Recommendations towards the expansion of Digital Marketing channels and strategy:
Social media is a great way to engage with your current and potential customers, spread more awareness about your service, and create brand loyalty among customers by reinforcing what makes your beauty business unique. Post content that will intrigue your target customer. Post regular new trends, incentives and promotions. The target of the Digital Marketing Plan is to target the right consumer market. To build a brand awareness with digital like Instagram & Facebook, twitter. Get the business on the map’s app for search functions to get found on Google by new customers. Convert lookers to bookers on the website. Partner up with local businesses. Ask in shop for referrals to family & friends. Run an ad campaign and start a blog with latest trend news weekly. Keep record of current client’s shared information to communicate consistently. Loyalty programs to encourage repeat business. Ask your customers to share their beauty results online on the business website with before & after photos and a review of positive comments.
Make your website interesting and useful. Include the services, prices, sales, information about your brand, and contact details. Remember that an attractive but simple website brings more traffic and, hence, more deals.
Create A Cool Website
Set up a website prototype based on data from the results of competitors’ SWOT analysis. Once you have it at hand — it is easier to avoid any sales funnel problems and prevent drop-off points. Whether you develop a website yourself or order it from another company, make sure that the design and programming elements are adjusted to your unique business and services.
All components to consider on the website:
An overall look and feel for the webpage need to be specified and to give all pages a uniform look and feel:
*Text – The text is important to convey a message. The text needs to have a specific look and feel, this will be determined by the font colour, the specific font used, size of the font, text alignment and spacing between the lines.
*Colour – The web is a very visual environment, and colour plays a critical role in enhancing the look and feel of the page. Colour can be a powerful means of conveying a message, drawing attention and displaying emotion. Contrast between colour and text is important, use lighter background colours for a more prominent effect.
*Image maps – is a graphic or picture that has been overlaid with an invisible clickable surface consisting of a range of co-ordinates. Hyperlinks can be embedded on these maps which will link you to another part of the page. It is important to guide the user where to click.
Search Engine Optimisation
SEO is the process of optimising your website, increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. Increasing traffic to the webpage, increases the ranking of the website. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. In order to do this search, search engines will scan, crawl different websites to better understand what the site is about and if it fits the search. Key words on the website is key for SEO’s to find the correct page.
Content marketing is one of the best ways to reach out to potential clients and build a brand and business reputation. If your business image will be unique and credible, you will get a great number of loyal customers. Create a media-plan of activities for next 3 months based on your business positioning goals and channels that you are planning to use to influence the audience. This way you’d have a comprehensive overview of the content schedule and expected outcomes.
Create Content For Blogs and Beauty Magazines
Create the separated parts of content for blogs and beauty magazines. For instance: write informative product reviews and include your own product to the list.
Tip: Base the articles on your website prototype content and SWOT analysis.
Connect With Bloggers and Opinion Leaders
Bloggers and influencers have their well-established audiences and you can attract more clients by offering them to promote your brand. Keep in mind that bloggers value when you have a ready-to-use idea for them. Therefore, prepare a list of ways they can advertise your product before talking to them.
Tip: Thanks to Instagram’s paid partnership tool you can promote your product via influencers’ Stories.
Create a Marketing Mailing List
Use email marketing to generate more conversions on your website. Share photo-based content, service and product updates, and current promotions — make the customers familiar with the products you are offering.
Tip: Use an email marketing software that will be connected to your website (e.g., MailChimp or GetResponse) to make this process easier.
Your content should be informative and creative. Run a campaign with empowering messages or tell interesting stories about your brand. Use various interactive techniques such as giveaways or campaigns to stand out from the local crowd.
Don’t Forget To Measure Your Progress
- The number of visitors in your website per month
- Are people reviewing your services and products on line
- Email addresses collected
- Views and clicks on your Google My Business Page.
- The number of bookings from your website/online booking app.
- ROI via online paid advertising
- Number of posts on social media, the average engagement, follower count and actions on your website.
Tip: Make the most of every social media engagement: build your business image and emotional connection by responding to all the comments and reviews of your services and product.
The recommendations in this blog can be applied to an online business brand promo with any budget. However, the quality of outcomes might differ. Your business can perform significantly better as thoughtful business promotion is essential. Analyse competitors, create an outstanding brand image by just having a proper SMART goal and strategy plan.
by Lindi Makhoali
Digital Marketing Analyst at International Institute of Digital Marketing™