June 30, 2022
5 Proven Ways to Better Market Your Beauty Brand
The global cosmetics market is projected to reach $560.5 billion by 2030. Packed with countless brands, products, and personalities, this industry is fiercely competitive, especially within the top results in SERPs.
Because changing trends heavily influence the beauty market, most brands find it particularly challenging to devise and implement an effective beauty marketing strategy that expands their search visibility, attracts new audiences, and boosts conversions. Even established legacy brands struggle to keep up with the changing dynamics of beauty marketing.
Despite this challenge, the right beauty marketing strategy can help beauty brands elevate their presence and grow exponentially. Here are five proven methods to better market your beauty brand online.
1. Promote Helpful, Engaging Beauty and Skincare Content on Your Site
Regardless of industry, world-class content is the cornerstone of any successful digital marketing campaign.
Globally, beauty and skincare consumers are motivated to keep up with the latest trends in this rapidly evolving market. Whether it’s tips on how to flawlessly apply lipstick or the best balms for sensitive skin, today’s shoppers are just as hungry for useful information as they are for new products.
Especially in the wake of Google’s Helpful Content Update, one of the best ways to market your beauty brand is to publish informative, practical content that provides genuine value for shoppers at every stage of the sales funnel.
Given the wide variety of beauty products and skincare solutions out there, you could highlight a number of different topics. For example, you could craft a quick comparison guide on the best lipstick shades based on different skin tones.
Alternatively, if your target audience also includes an older demographic, then an informational piece on regimens to revitalize aging skin could also bring in site traffic that converts.
These are just a few examples of topics your customers are likely interested in learning more about. By providing this helpful information, you can establish your brand as an authoritative source.
Additionally, your research might indicate that your competitors are posting similar content to what you’ve already published or had planned for your content calendar. While this might feel like an uphill battle, think of it as an opportunity to explore any content gaps other brands may have missed.
Exploiting these gaps can give your brand the edge it needs to outrank those competitors for valuable beauty keywords.
If potential customers can’t find the information they’re looking for on a competitor’s site, they’ll look elsewhere. Because your site is full of helpful content, shoppers will find the information they need while also entering your conversion funnel—it’s a win-win.
Of course, creating content in-house can prove challenging for several reasons, particularly limited resources and a lack of SEO writing experience. But if you’re motivated to exponentially increase your online revenue, hiring a beauty marketing agency is worth serious consideration.
Not only will a partnership with an experienced agency give you access to a team of content experts, but that agency will also have more tools and resources to optimize your ROI-focused beauty campaigns across multiple channels.
2. Leverage the Power of Product Reviews and Testimonials
Delivering a personalized brand experience does more than boost conversions—you’ll also benefit from favorable rankings and reviews, leading to even more conversions.
Reviews and testimonials can go a long way in making your brand seem personal to other shoppers, as they can see the opinions of real people sharing their same interests, concerns, and passions.
When a product works well, satisfied customers will share their experiences online, and it’s impossible to put a dollar value on that kind of organic social proof.
In fact, reviews are among the most powerful beauty marketing tools, so it’s wise to put your product reviews and customer testimonials front and center on your site, especially your revenue-driving pages.
While your content marketing efforts might be enough to bring in those customers, shoppers want to know your products work as advertised before tapping “add to cart.”
The more positive the reviews are, the more likely users are to convert. It’s that simple.
That said, your negative reviews play an equally important role, and you should make an effort to keep those visible as well. Again, transparency is key, and consumers must see that you take negative reviews seriously and learn from your mistakes.
How you respond to negative reviews is critical. This demonstrates to customers that the people behind your brand are trustworthy and genuinely care about their experience.
While your chosen voice should be considered carefully, it’s generally a good idea to keep that voice courteous and social-media friendly.
3. Stay Active on Social Media
An active, engaging social media presence is crucial for every beauty brand, especially on e-commerce-friendly platforms like Instagram, TikTok, and YouTube.
Millions of people look for beauty inspiration on social media every day, and on Instagram alone, the hashtag #beauty has racked up over 529 million entries and counting.
While looking your best has always been important for many people, the rise of social media has only amplified its importance. This isn’t too surprising, as makeup and skincare are emotional topics that can significantly impact a person’s confidence and self-image.
When it comes to devising beauty industry marketing strategies, each of the major social media platforms provides unique benefits, so your brand needs a strong, strategic presence on all of them.
Instagram and TikTok, in particular, are incredibly valuable for targeting a younger demographic, as both platforms offer substantial engagement opportunities via hyper-focused, short-form video content.
For example, brands looking to build awareness might incorporate TikTok’s built-in “beauty mode” feature, having followers send in their favorite transformation videos featuring some of their most popular products.
Beauty brands can also leverage Instagram Reels, creating the fun and authentic type of content that Instagram users love.
Your brand might opt to create a 15-second highlight of your newest mascara or even a 30-second Reel of the top 5 reasons customers need your nighttime skincare regimen. The possibilities are endless, and you can’t be “too active” on social media, especially in this highly-competitive space.
If that weren’t enough, brands can tap into all the reach, visibility, and audience connection that YouTube advertising provides. At over 2.49 billion users and counting, the platform is full of channels covering virtually any topic you could imagine. Many people take to YouTube to share their experiences with a variety of beauty products and accessories.
Best of all, these channels provide a way for consumers to see your products in action. “How-to” guides, unboxing videos, and product review channels are incredibly popular among consumers looking to research and discover new brands.
At the end of the day, an active social media presence is an open communication line between beauty brands and their customers, something that remains a key component of effective digital beauty marketing.
By leveraging all your available tools, you can reach your target audience at different stages of the customer journey, gradually building on the data and metrics you collect.
While it certainly takes work to build your brand on social media, the process is effective and easier than ever, thanks to the diversity of platforms and their demographics, making those efforts more than worth the investment.
4. Leverage Influencer Marketing
Beauty brands aiming to reach the widest variety of customers should seriously consider adding influencer marketing to their marketing strategy for beauty products.
With the global market volume expected to reach $56.3 billion by 2029, influencer marketing is a rapidly growing industry that can be especially powerful for e-commerce brands looking to boost visibility and engagement with their target audience.
From high-profile celebrities to bloggers and entrepreneurs, the influencer industry is split into five categories, with nano influencers (those with 5,000 followers or less) and celebrity influencers (whose follower counts surpass 1 million) representing the lower and higher ends of the spectrum, respectively.
These influencers command a powerful voice and are seen as more personable and relatable, especially when consumers are looking for tips, tricks, and products and want a personal recommendation.
Modern consumers want to see the products they’re interested in being used by real people in front of bathroom mirrors. While the airbrushed faces of a magazine ad are nice to look at, today’s beauty customers expect more authenticity, especially if that comes in the form of sharable video content.
Quick, simple “how-to” guides on product use and application perform exceedingly well, while beauty transformation videos highlighting your brand can work wonders for conversions and sales.
On the fence about incorporating influencer marketing into your beauty marketing strategy? Consider this: Where glossy magazines once ruled the beauty and fashion industries, the rise of influencer marketing has turned beauty marketing on its head, giving savvy brands a chance to communicate with their customers in a way that truly resonates.
Brands with the budget to engage more established influencers often discover bigger opportunities for brand awareness and visibility, as these influencers are skilled at creating relevant and hyper-targeted content.
While it might be tempting to focus on follower counts, influencer statistics show that smaller followings tend to provide higher engagement rates—meaning a higher likelihood of conversions for your brand—with micro-influencers being the easiest and most cost-effective choice.
Influencers at all levels have the power to drive qualified traffic to your brand, so plan your influencer marketing spend carefully and consider which influencers stand to generate the best ROI.
5. Get a Tailored Beauty Marketing Strategy From VELOX Media
Building an effective marketing strategy for beauty products requires a lot of tools, techniques, and strategies. Instead of overspending to build their own in-house PPC or SEO management team, many beauty brands elect to partner with an experienced beauty marketing agency that understands what it takes to expand market share and capture revenue in this extremely competitive industry.
As an ROI-focused digital marketing agency, VELOX Media is recognized by Google among the top 3% of agencies globally due to the incredible, expectation-exceeding results we consistently deliver for our clients.
From PPC campaign management to robust SEO campaigns that leverage expert research, world-class content creation, and strategic link building, our team uses the latest technology and proven techniques to deliver exponential growth for clients in the beauty industry.
Contact VELOX today to learn how we can customize a beauty marketing strategy to help your beauty brand scale digital revenue.