Are you running a beauty business, but not getting the market results you feel your efforts deserve? If so, you’re not alone in what is a fiercely competitive industry. That said, with the right approach, there’s no reason at all why you can’t drive sales and enjoy commercial success.
This article will examine some of the strategies open to beauty brand marketers in 2022. We aim to provide you with the inspiration you need to generate brand awareness, attract customers and boost sales for your beauty brand.
Activate Email & SMS Marketing Strategies
Email and SMS marketing are essential marketing channels for any eCommerce beauty business. Most shoppers in 2022 buy straight from their mobile devices. Therefore, communicating with customers via their smartphones is the perfect way to boost conversion rates.
These marketing strategies give eCommerce brands the ability to create highly-personalized messages to customers, segment and target highly engaged customers, and win back customers who don't seem to be actively engaged with your brand. As part of a targeted marketing campaign, you can:
- Announce product launches
- Provide informational content about your products
- Offer exclusive discounts available only to subscribers
These options are both permission-based rather than being part of an outbound marketing effort, so they require your customer to opt-in at some point. However, once they do, it’s possible to create perfectly-timed, highly-targeted messages that will resonate with the audience. To learn more, check out this resource on the best ways to grow your email subscription list.
Engage with Customers Through Content Marketing
Content marketing is a versatile marketing strategy used to engage customers in a new and different way. Content can be produced in the form of live streaming new product launches, influencer product review videos, and/or informational blogs about your brand's products.
These forms of content provide customers with new ways to engage with the brand aside from email, SMS, and regular social media posts. However, when developing your strategy, you need to create the ideal blend of content to target your desired audience. A good rule of thumb to use is:
- 70% images & brand awareness
- 20% sharing of external content
- 10% promotion of your products
The goal here is to attract, engage and retain your target audience with the content you create. This naturally boosts your authority, as well as demonstrates you care about your customers. Being overly promotional can cause customers to lose interest in your content or feel too pressured to make a purchase.
To learn more about content marketing, check out this resource on content marketing strategy for eCommerce brands.
Influencer Sponsored Advertising
Unlike regular proprietary social media content that’s created by the business owner, sponsored content is content made by 3rd party influencers. It’s a form of native advertising that offers a far higher ROI than traditional display ads and involves the advertiser paying for the content, with the influencer sharing it.
Posted in the same way as other types of social media advertising, it’s known to increase sales for beauty brands, largely due to the increased engagement rates it offers. Another important factor contributing to its efficacy is that people trust sponsored advertising as opposed to the traditional kind.
Repurposing Content Saves Time
Of course, all of this content needs to be created, and for modern beauty business owners, time’s often in short supply. So, if you’re struggling to create enough of it on a consistent basis, don’t forget to look to your previous content. Repurposing posts people may never have seen is a great way to do so.
Ways you can do this include:
- Converting blog posts into YouTube videos
- Refreshing old informational blogs with updates
- Repurpose blog graphics for new social media images
- Design infographics based on old articles
- Turn a video into a Twitter thread
By doing so and adding Calls to Action (, it’s possible to drive traffic and enjoy increased sales - all from posts you thought you’d never use again.
Influencer Collaborations
A relatively new phenomenon in marketing is influencer collaboration. This method involves leveraging the power of influencers to promote products or create a new product with the brand. From the Kardashians to the D'amelio sisters, followers of these stars value their opinions and trust what they say implicitly. They will also show support for their favorite influencers by purchasing items from a collaboration line they have created with a brand.
It might take the form of a makeup tutorial video or the unboxing of a newly-launched product, and a positive review can offer significant results. Of course, enlisting the help of mega influencers is largely the purview of major companies, but that doesn’t mean small businesses can’t also benefit.
Along with mega influencers whose followers number in the millions, there are also other types of influencers to consider:
- Macro Influencers: 100,000-1 Million followers
- Micro Influencers: 10,000-100,000 followers
- Nano Influencers: 1,000-10,000 followers
This means that it’s necessary to spend a huge amount to get the increase in sales you’re looking for. Even nano influencers are regularly watched by hundreds of people at a time. Different tiers of influencers offer different benefits, and working with smaller influencers often delivers higher ROI due to the lower costs involved.
Use The Power of Social Commerce
While we’re on the subject of the new features and benefits offered by social media, we couldn’t overlook social media shopping. As something of a commerce-centric option, it allows people to buy products on social media without having to leave the social platform they are on and visit a checkout on an external site.
Social commerce offers many benefits such as:
- Improved customer experience
- Enhanced customer insights
- Consistent audience growth
- Increased Average Order Value
Social media storefronts help to create a seamless social media shopping experience, as the business profile can be customized to look like the vendor's own website. This works to improve brand awareness at the same time as turning casual visitors into buyers, followers, or both.
To learn more about shoppable social media, check out this resource on the benefits of social commerce for eCommerce stores.
Driving Success For Your eCommerce Beauty Brand
As we’ve seen, there is much that can be done to boost awareness of your beauty brand. These proven techniques make use of everything good that’s offered by social media to create the kind of customer journey that’s never really existed up until now.
