The beauty industry is ever-evolving and extremely dynamic. It is particularly dependent on changing customer trends and purchasing preferences. Therefore, skincare brand marketers have to face and overcome the challenge experienced by skincare brands to maintain relevance by being willing to adapt to consumer preferences and industry innovations. The following are five digital marketing strategies for skincare brand marketers that should be adhered to ensure longevity in this highly competitive market:
Let’s explore what a strategic digital marketing plan would look like for a skincare company.
Digital Marketing Strategies skincare Brand Marketers Should be Using:
1. Video Presents an Interesting Opportunity
Video may have killed the radio star back in the dawn of music videos but they can save the beauty industry. A Pixability: Women’s Wear Daily study discovered that 68.5% of all views of the 200 top beauty videos were of makeup tutorials. This means more than half of all beauty videos were makeup tutorials, showing consumers exactly how to apply products. This is just one example of the power of video to elicit a customer response.
Content marketers have given more attention to videos as they have begun to understand the impact that video content has on retail sales. Unfortunately, skincare brands, unlike those in other industries, are often faced with limited budgets when it comes to making videos as part of their digital marketing strategy. Thankfully, though, with the surge of popularity in tutorial-style videos, as mentioned above, this presents a great opportunity for skincare brands to get into the game.
As a marketer, you don’t have to spend thousands of dollars to make a product ad video. Instead, you can simply feature your products in tutorials. Another budget-friendly option for incorporating videos into a marketing strategy includes utilizing content in motion on social media. These videos are up to 70 times cheaper than standard product-centric videos according to Olapic. Consequently, they also have twice the engagement than a static image, which makes videos a win, win for skincare brand marketers. Clinique used product-centric six-second videos to replace traditional display ads and saw a 70% increase in their ad recall rate and a product awareness increase of 26%.
2. Use Social Media Marketing
Beauty brands have embraced social media, using it to increase brand awareness of their business and ultimately generate revenue and sales.
A digital marketing strategy for your skincare business should include building a social media presence on channels such as Facebook, Instagram, TikTok and Pinterest. By capitalizing on the social aspect of discovering, buying, and using beauty products, smart brands connect with the beauty community.
Social media and other online forums provide a fun, convenient way for beauty brands to increase recognition by sharing company updates, customer testimonials, and product reviews. By remaining engaged in these conversations, savvy businesses stay deeply informed about their consumers’ needs.
Take for instance Drunk Elephant, a skincare site that engages users on social media as part of a lifestyle community. With sweet pastels, happy posts and funny memes, this is a skincare brand that relates to social media users.
3. Use Reviews On Your Product Pages
One of the best ways to gain trust and prove the validity of your brand is customer reviews. Reviews take the attention away from the seller, and place it on the customer. Providing reviews on your product pages will help to connect with customers and build trust, instilling a sense of security that the customer is not being sold anything they don’t want.
Reviews are also perfect as part of a digital marketing strategy for skincare brands to collect feedback on their products, and then use that feedback in future campaigns.
4. Become A Content Driven Brand
Good content is one thing, but great online content that supports your brand and drives conversions is another. Previously we looked at examples that show just how creative and strategic marketers can be when developing the best digital marketing strategies and raising awareness for their brands.
Whether you’re a DTC beauty brand, cosmetics wholesaler or fragrance manufacturer, the pressure to come up with regular fresh content can be exhausting.
Turning up your content production efforts can play such an important part in your digital marketing strategy by building your brand awareness and driving conversions for your business. Make sure your digital strategy includes a content plan, which will help you to generate quality digital content, and ultimately generate leads and sales, on an ongoing basis.
In our experience, organizations that invest the time and resources into creating high-quality content, and in some cases high volume, can really increase their online visibility and website traffic.
Consider these content marketing ideas:
– Create digital content that is informative, entertaining and educational
– Produce product tutorials on your YouTube channel to help consumers learn more about your products. This will also increase brand awareness if you link back to your website
– Build a newsletter subscriber list, and use it to send out promotions and offers to encourage sales
– Ask for feedback from customers via surveys or social media posts in order to gather insight and inspiration about what they need most
– Leverage the power of user generated content by allowing consumers to freely share their own pictures and videos across social media platforms
– Host online webinars or other events that engage with your digital community and/or prospects
– Interview people from your digital community to get their thoughts and opinions about your brand, or the industry
– Offer exclusive content in the form of demos or free trial products. This will introduce consumers to your product range without them having to purchase anything upfront initially
Platforms like Jarvis.ai can help you write proven, high converting copy for greater brand awareness and increased conversions. With the help of AI, Jarvis allows business owners and marketers to generate high-quality copy for ads, emails, websites, listings, and blogs.
5. Focus on Paid Advertising
A digital marketing strategy for your brand should also include paid advertising on Facebook and Instagram, as they offer skincare brands an opportunity to reach customers at a much faster rate than organic posts.
With targeted ads, you are actively reaching out to only those people who might be interested in your skincare product or service with your marketing efforts. If you have business that’s based only in USA, why would you want to target people in United Kingdom? If you are trying to target a new audience with a special offer than why spend money advertising to existing customers? It doesn’t make sense. With ad targeting, you can control your geographical location and target audience to ensure your ads are only being shown to whom you want and no one else. This increases the likelihood of getting more clicks-through.
This is a great way to specifically target audiences with promotional offers that the customer may be interested in, which can then lead to increased sales and conversions.
About the author
Qurat ul Ain is a digital marketing analyst with the International Institute of Digital Marketing™. You can follow Qurat ul ain on LinkedIn. To find out more about the International Institution of Digital Marketing™, you can click here.