The Beauty Industry is worth $6.5 Billion* and there is no sign of this industry slowing down. With new brands popping up, it does pose a challenge in how to succeed on social media.
I have rounded up the top 5 ideas that you can start thinking or implement when marketing your Beauty Brand on Social Media.
1. Branding
Branding is not just having a pretty logo but it is all about creating clarity and a guiding compass so that you do not get distracted or follow your competitors.
This foundation gives you the brand confidence to present yourself to your dream client without having to give a 10 minute elevator pitch. When they see or hear your brand they know what you do and offer.
Nailing your branding early on also helps you out from a business perspective. You know exactly what content and messages you need to create and produce.
2. Know who are talking to
You probably thinking that’s easy, everyone who likes buying beauty products. My answer to you is, you need to go back to the drawing board. You need to be clear on who is your ideal customer, from here everything leds itself.
For example: If your product is anti-aging, would you be speaking to a 20 year old? Of course not, hence not everyone is your customer.
You customer profile can be like this
Natalie, 45 resides in Sydney, has two teenage kids and has a bit more time to enjoy self-care. Lives a somewhat healthy lifestyle but enjoys the occasional red wine. Loves weekend walks. She is not into getting gel nails or tans. She prefers to paint her own nails and products that give that holiday glow.
As you can see this customer profile is someone you can relate to or know someone that fits this description.
3. Know where your customers are hanging out
Once you know who you are talking now it is all about finding them where they hang out and you don’t need to be on every channel. Social Media is not a platform for aggressive promotion but a channel to showcase the brand. Pick one primary channel to start off with. In time, you can be on the other channels.
4. Invest in professional photography
You don’t need to arrange a monthly photoshoot but you need to allow marketing budget for this. Given that Instagram is a visual platform and very competitive, treat your visuals as your hook to get your customer’s attention.
You can always opt for a once a year photoshoot or alternatively schedule as a needs basis depending on your product.
If you don’t have the budget right now, which is ok, you could go down the curation route. People buy in the “lifestyle”. You could do a 70/30 split — curated images + branded content. That way you are stretching out your own content.
At the end of the day It’s all about producing high quality content.
5. Show up on social media consistently
Easier said than done, especially if your brand is new to the market and you’re doing all the things for your brand + business. If you don’t show up on social media how will people know about your brand? It’s all about showing with up with relevant and valuable content.
You don’t have to implement all these ideas in one go but my recommendation is to focus on one and do it right and then move through the list. It’s all about implementing these steps right the first time round.
Reference: *Why the $6.5b beauty market is booming: it’s not just the lipstick effect, Australian Financial Review
