Skin care products are getting important and famous day by day and make over $17 million in revenue each year. As people stay home more, the desire for self-care products, including skincare, continues to expand. Doesn’t matter if it is a small business or a well known famous beauty brand, it always needs a marketing strategy to seize on their business growth. Likewise, our beauty brand requires a marketing strategy plan too.
Our vision is to provide the best skin care results to our customers and to flawless skin by using our products. Also, we see our brand in the top successful brands.
1. Collaborate With Hotels & Spas
Nowadays, Hotels and Spas have become trendy relaxing places. Collaborating with them can actually help in marketing our brand. And customers coming there are very much interested in knowing about the skin care and beauty brands that they use in hotels and spas. Providing them with some discounts and offers can help our business boost. It is sometimes free but not always. So, we always have to decide on a budget for this collaboration.
2. Encourage User-Generated Content
Writing content has become a very common strategy in promoting any business. Creating content on social media channels and websites helps catch the target audience. Mini beauty lessons are all the rage on Instagram as well. Whether through short videos or Instagram Stories, we can have a prime opportunity to allow our customers to serve as our creative canvas in a matter of seconds.
While influencer marketing obviously requires a budget, user-generated content can help us boost sales without spending a penny. Beauty shoppers, especially millennials, love to connect with brands and share their experience with the product. All we have to do is ask.
3. Setting Up Goals For Marketing Strategy
Goals are broadly classified into two categories: short-term goals and long-term goals. We will be able to accomplish a short-term goal in approximately six months to three years, while it will usually take three to five years to reach a long-term one. Maybe we can achieve a short-term goal in fewer than three months and a long-term one may take more than five years to complete. Therefore, setting them up is important.
- Short-Term Goal:
Our short-term goal is to achieve the following:
- 1K followers on Instagram by the end of 2021. Currently we have 450+.
- To sell 100+ makeup products in the next 12 months.
- To sell 150+ skincare products in the next 2 years.
- Long-Term Goal:
Likewise, our long-term goal is to achieve the following in the next 5 years:
- Atleast 1M followers on Instagram.
- To sell 1000+ makeup products.
- To sell 2000+ skincare products.
These are the goals but we have to achieve more than this.
Female – All Ages
Mostly aged 18-35 years
4. Identify Our Skincare Marketing Audience
Marketing our products without knowing our audience inside and out is like tossing out messages in a bottle. We don’t know who will end up reading them—if anyone ends up reading them at all.
Once we know our audience, we’ll see how we should talk to them, what issues they care about, what influencers they follow, and where they are on social media. Additionally, analyzing our audience at regular intervals will tell us who is buying our product, a demographic that can shift over time.
5. Let’s Make The Purchase Easy In Marketing Strategy
Instagram shopping tags can be added to organic posts and stories and are featured in Search & Explore. They look like stickers, labeling the products in the photo. If consumers tap on the tag, they are redirected to a product description page with the price and a link to the eCommerce site.
This makes the shopping journey much easier because our Instagram lead won’t have to look for links and ask for prices.
Let’s look at how www.sephora.com.au promotes its eye cream using Instagram Shopping. There is a hero image in this organic post, where the cream is labeled with a shopping tag. Tapping on it, you see an “In this photo” card, featuring the product. If there are more products and shopping tags in a post, you can choose the one you are interested in. Choosing the cream, you’ll be taken to a product description page with a link to the website.
Following a proper Marketing Strategy Plan will definitely give us a high sales rate in the future and our Skin Care Brand is going to be famous!
Written By: Anum Mughal
Digital Marketing Analyst at International Institute of Digital Marketing™