Let’s face it. Everyone loves their skin and wants to take care of it and nurture it. This is why finding good and clean skincare brands is essential. and thus, enters Afari. with their clean and cruelty-free look, Afari offers effective and luxurious products to the South African community. In a very competitive market, it is imperative to maintain a good and ethical marketing strategy that gives you the cutting edge against your competitors.
In order for your business to grow, you need to have a good and robust digital marketing strategy. This will serve as a guideline as to how and why you should implement these strategies into Afari.
- Setting goals
- Identify and research your target market
- Identifying and measuring your KPIs
- Creating content
1. Setting Goals
Setting goals is the first step to success because without goals you’ll never know what to focus on.
When setting goals you want them to be S.M.A.R.T: Specific, Measurable, Attainable, Realistic, and Timely. Sticking to this formula will help you narrow down what you need to work on every day. With that being said, try not to have too many goals all at once. Try to have 2-3 big goals and 3-5 smaller ones. You can split them up into time frames to help you better manage them:
Short Term: 1-3 months
medium term: 4-6 Months
long term: 7-9 months
Examples of goals to make Afari skincare gain more exposure:
- In the next year, we will open up to the International Community by researching niches and viable target markets.
- Introduce 3 new products into our business in the next 6 months
- Have 10K web sessions for the next month
Afari’s customers can be any target market (that’s the beauty of skincare). Although geared towards women, Afari can be more open to men because women are not the only ones obsessed about their skin. Although Afari’s aesthetic is for a more refined clientele, they can consider opening up their market to a younger generation.
Consumers’ interest and awareness of cosmetics made with eco-friendly and healthy, natural, and organic ingredients have increased, and the demand for natural organic cosmetics is increasing. In particular, in advanced countries such as the United States and Germany, the proportion of natural organic cosmetics market is increasing. Based on this, the size of the global organic market is continuously growing by 15-20% every year. Using E-commerce can help make their products more popular and reach a larger audience. First, online live selling.
3. Identifying and measuring your Key Performance Indicators
Key performance indicators (KPIs) are essential in understanding how your audience interacts with your content and therefore helps you measure your goals. KPIs according to Investopedia refers to a set of quantifiable measurements used to gauge a company’s overall long-term performance. KPIs specifically help determine a company’s strategic, financial, and operational achievements, especially compared to those of other businesses within the same sector.
Let’s take social media as an example as skincare is best advertised with visual content through sites like Instagram.
No matter what you’re selling through social media, your next step should always be data-driven. This means prioritizing the social media metrics that matter. this means weeding out all the unnecessary metrics and finding one that aligns with your goals discussed in the first point.
Some examples to focus on would be:
- Hashtag performance
Lots of training is offered on social media marketing which is essential in growing your business. Especially through Social Media. These courses are comprehensive and structured to help you get the most out of them.
One of the best and free resources is Google Analytics and Google My Business. These resources are top tier in helping you better understand your KPIs and Google Analytics even has a feature in which you can set goals for your website or social media which makes it easier to track/measure.
4. Creating Content
Now that you’ve set goals and decided on what you want to focus on, it’s essential that you create content that aligns with your goals and curate it so that you continue to yield results.
In order to maintain engagement and interactions its imperative to have a unique selling point (USP). A USP is an essence of what makes your product or service better than competitors. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert to your site
A USP could be a specific experience or a unique product. For Afari it’s the fact that they use a specific ingredient indigenous to Southern Africa. The Bulbine frutescens is their secret ingredient which was sourced and curated by traditional healers and herbalists. This sets a preset for the type of aesthetic they should go for a more muted and clean and natural look with brown tones.
Creating story posts and finding the best times to post them according to your market is important in creating and curating long-term engagement and customers. With social media, consistency is key and is important as the algorithm will pick up on it and recommend it to potential customers and regular visitors.
This Is the most crucial step in the whole process. It’s a time where you really understand if your strategy is working for your business. Checking your KPIs and tweaking and implementing a variety of strategies will help your overall plan be dynamic and adaptable.
This is a time to see what’s working for your business, what you can try and implement, and what you need to do to make your strategy work next time. Maybe including more hashtags, spending less effort on web advertising, or posting more content relating to customer questions.
Assessing your data and making sure you understand what it means and in which direction it is taking your business is crucial in understanding your next step and will provide a better understanding of how to assess your goals and how to create them
Afari has immense potential to take up space in the beauty and skincare world. An effective marketing strategy and assessing key opportunities in the market will give them an immense advantage and lynchpin them to be a stable and well-known skincare brand.
By implementing these strategies Afari is well on its way to being a figurehead in the market