If you have been wondering “how to advertise beauty products online” and was hoping to a make many sales from a simple advertising campaign, you’ve come to the wrong place.
In today’s internet driven world, customers don’t react to advertising the way they used to. They want the experience of going through many touch points along their customer journey.
This means that while pay per click (PPC) advertising should play a big part in your outreach strategy, it should not be the only channel you use to build your business.
This doesn’t mean that you should start marketing just anywhere. You have to know your consumers, their preferences, and shopping behavior to develop a successful brand.
There are many established and new beauty brands in a given market segment. A new entrepreneur has to deal with a lot of competition to survive and then to move ahead in the tough market conditions. There are no shortcuts to reaching the top.
All these and other market segments are expected to grow steadily. If you’re planning to open a cosmetics or skin care brand, there are many important things to consider.
There are four main market segments – makeup, fragrance and perfume, skin care, and hair care. These and other segments will continue to grow steadily.
Your cosmetics brand has many growth opportunities. So, which marketing strategies and tactics should you use?
Things To Consider Before Getting Started
An effective cosmetics marketing strategy is essential if you want to grow your business and reach new customers.
To ensure that your strategy achieves the desired results, you need to consider a few things before getting started.
Identify your target audience. You need to know what demographic you’re targeting and which customers you’re trying to reach.
After you have decided who you want to market to, you will be able to find out where they spend there time most and where they shop. This will allow you to decide which sales channels to focus on.
Determine your USP.
What is it that sets your business apart? What’s your niche?
You should clearly define how you’ll sell to your customers. Will you only sell your skincare products in a brick-and-mortar store or will you also sell your products online?
You need to consider the competition. Whether you sell products through your own store or through Amazon, you’ll need to establish a strong customer base. In order to do that, you’ll need to establish your online presence.
How to Advertise Beauty Products Online
Nurture a Community to build Beauty Brand Advocacy
Cosmetic and beauty companies should invest in building customer communities on social media and online forums.
By connecting with customers and fans, you will be able to inspire them and learn about what consumers are searching for online.
This will help build brand identity and consistency of your message. Be sure to share special promotions to members and collaborate with beauty experts to help people solve their beauty problems.
Remember that your main goal is to nurture customers and build stronger connections with them by helping them resolve issues they might have.
Make Your Brand and Products Stand Out
To make sales, you’ll need to ensure that your skin care products stand out against the competition. You can utilise digital platforms to market your products, making them appear as desirable as possible.
And, whether you’re selling via your own website or through a reseller platform such as Shopee, Lazada or Amazon, you’ll need to make your beauty products easy to find, and communicate their key features and benefits.
One of easiest ways to do this, is to optimize your product listings. ‘Product optimization’ is a tactic that businesses can adopt to make their products more visible online, and give users the information they need to make a purchase.
When optimizing your products, consider having concise product titles, clear descriptions, impactful copy and high quality product images.
Be sure to check in with your reviews frequently to make sure that all your customers are happy and your business is running smoothly. Make sure to respond promptly and professionally when they do have anything to say about you.
Did we mention earlier that PPC would still be an important channel in a successful beauty marketing strategy?
Such ads are great during the discover stage for beauty brands wanting to reach out to new markets and customers.
You can promote your products on Facebook or Google using paid ads. There are both search ads and shopping ads to get creative with.
Search ads help you get to the top of the search list when a person searches for keywords related to your brand or products.
It is advisable to segment your ad campaigns for each brand (if you have several) and for each category (eg skincare, body and makeup).
Make sure to use your high quality product images and descriptions when creating your Shopping ads. Your shopping ad’s description should include the benefits of your product, any special offers or promotions, and any additional services, discounts, and freebies you’re offering.
Make sure to use your high-quality product images and descriptions to create the best experience for your customers.
(You can use paid ads to communicate with with existing customers but more on this below.)
Social Media Marketing
Social media is an important part of any beauty product business. Whether you are an ecommerce or physical store owner, it is critical that you have an active social media presence.
Social media is a great way to get your brand noticed. It also provides a platform for you to connect with your customers. If you are not using social media, you are missing out on a lot of potential opportunities.
You should post content that is both interesting and engaging to your audience. This will build trust and brand awareness. It will also help you reach the right people, drive engagement and in turn, help you sell more products.
Add testimonials to your product web pages
Your customers will be more impressed when they see positive reviews of your product.
Share your best customers’ testimonials on your website listings and watch them boost your sales.
Let a satisfied customer leave a review for your product, and use that link in your product descriptions.
Have a Unique Brand
To increase sales, it’s important to show potential customers why they should choose your particular brand over the other brands out there.
You can start by creating a unique logo that represents your brand identity and values. You can also create a unique brand message that highlights the problem your products can solve and why you’re the best solution.
For example, your brand ethos might be sustainable beauty. Make sure you bring that message out in your digital marketing to showcase what you are about.
How to sell beauty products to clients
Micro-influencers – Encourage user-generated content (UGC)
There’s a major shift happening in the influencer marketing industry.
Customers want to connect with people who are relatable and authentic, so that they can share their own stories on social media platforms.
As a result, micro-influencers have become more popular. They know how to build communities based on trust, loyalty and authenticity and that’s why they’ve become the new influencer goldmine.
You don’t need to spend a ton of money on influencers to get great results. You just have to ask people what they think about your brand!
On top of that, UGC tends to be social proof that goes viral quickly.
This strategy has already been successful for the American beauty startup Glossier. By asking an “ordinary” girl about her customer experience with the product, Glossier got great word of mouth advertising and a lot of highly engaged brand evangelists.
A new way to do business is not to go where your beauty industry competitors are going. Go where your customers are. The only way to gain customer insight is by speaking to customers.
And you don’t need a huge budget or a large team of researchers or consultants. You can learn a lot by just talking to your customers.
In addition, regular people can be influencers too. Customers who engage with the brand on Instagram, Slack, and at pop-up events are considered beauty influencers.
They might even help you with your care marketing by writing about your makeup brand or care business on their own blog posts.
Find customers through social listening
Social listening is an important practice in your search for new clients. Monitoring online conversations about your brand, its products, and your competitors can be a great opportunity for you to get in front of your ideal client.
It will allow you to study what your potential market interests, concerns, likes and peeves are. This will allow you to create more relevant content marketing.
With social listening software, such as Mention, you can find and engage with your audience. Choose relevant keywords for your brand, and you’ll soon find your way to conversations with potential clients.
How to Increase Sales in Beauty Products
Make Your Ecommerce Checkout Flow Easy
The ecommerce checkout flow in your online store is the process of buying items within a shopping cart. When an online shopper adds an item to their digital basket they will then attempt to complete their purchase.
To get to the end the user must input details such as delivery options, making a payment, filling out a form and signing in or registering for a guest checkout.
These steps in your customer’s buying journey is your checkout flow. Your ecommerce checkout flow is where you will convert your customers.
Make it obvious what the next step you want them to take is and make the process as straightforward as possible.
Use retargeting and dynamic ads
As mentioned previously, paid ads are great for reengaging customers who already have an existing relationship with your brand.
Decisions in beauty take time. One of the ways to increase a conversion is by using retargeting. This will allow you to reach consumers that have already visited your website and re-engage them with personalized ads
For instance, to increase abandoned cart conversions, you can use dynamic ads on Facebook or Instagram. All you have to do is upload your product catalog to Facebook or Instagram and the ads will show up.
You can use a similar technique using ads on Google Display Network.
Such remarketing can reduce your cost per customer acquisition by a large degree.
To sum it up
How to Advertise Beauty Products Online
In the highly competitive beauty industry and cosmetics market, owning a natural beauty brand with great products is not enough.
You’ll need to work hard to tell your unique story and make sure the right audience is exposed to it. Content marketing is a great way to present your brand, your products and your company’s unique identity across multiple platforms and channels, so you can win your customers’ hearts and attention.
Due to customers wanting multiple touch points during their discovery process, you must follow a multi-pronged strategy in order to establish your position as credible beauty products seller.
The tips in this article are designed to help you get your products in front of more people and make them aware of your presence. You’ll also need to follow on other aspects of your business but with these tips, you will be well on your way to becoming a successful beauty (cosmetics, skincare, hair care products) seller.
If you want to introduce your brand to new fans, grow your market share, and expand you online reach, contact Blazing Conversions. We’ll work with you to develop and execute an omnichannel strategy to do just that!