Most of us have seen shows such as Shark Tank. We have watched how retail brands get deals or not. Most importantly, we have witnessed the vast amount of feedback retailers get. For beauty brands, best marketing skin care products tactics are often stressed to owners. The importance of marketing is often discussed. Sales are difficult to achieve without proper marketing.
Most retail brands have to successfully market their company and products. This is especially true with skin care products. The beauty consumers are educated and there are many brands within this vertical market. There are so many options. From ingredient-oriented product lines to authority focused such as with doctors and celebrities.
All of these brands look for best marketing skin care products tactics. In short, some are better at times than others. Sometimes it depends on the type of products and target audience. For best results, a comprehensive approach is necessary. This means, multiple methods simultaneously. One strengthens the other tactic which improves results. Several marketing tactics such as SEO, Social, Content, and Paid are necessary for retail brands to succeed.
So, what are the best marketing tactics for skin care and beauty products? Below is a list and description of the tactics and strategies commonly used by brands to market and sell skin care products. It is not a secret rather often brands do not have adequate budgets, good vendors, and/or are misinformed.
Best Marketing Skin Care Products Tactics
Search Engine Optimization
Search Engine Optimization also known as SEO is a long game. Let’s get this out of the way immediately. No results tomorrow type of tactic. It is also a strategy when neglected becomes very expansive. Organic marketing via the tactic SEO has the highest return on investment in comparison to other tactics. It is the art of ranking in the top 10 of Google through keyword phrases used by real time users. These users go to Google to search for products, skin issues, trends, news, and beauty related information. Retail brands that show in top results benefit the most.
Social Media Marketing
People are on social media. This means brands must have a presence on these channels as well. This is not news. Social media has been a big part of our lives for some time now. With the average individual spending 4-5 hours a day on it, it is hard not to find value. Social media is great for paid advertising to increase reach as well as reaching key demographics. With many social media channels becoming shopping sites, it is even more critical. There is much to gain for retailers from proper social marketing campaigns.
Content Creation and Publishing
Known as content marketing, the art of content creation and publishing can be overwhelming. Retail brands often struggle with the amount of content creation and proper publication. Key vendors are a great method for this. Hiring through the right services can quickly automate much of this process for skin care brands. Content is considered everything from blogging, magazine articles, white papers, case studies, customer testimonials, product reviews, Infographics, branded images, videos, and so on.
Videos are the future! This can’t be stressed enough. Statistics and forecast show already that all future communication online will be via video. Social media, search, all. YouTube is the largest search engine in the world already. All video driven and the number of videos uploaded by the second is staggering. Creating and publishing videos is critical for skin care brands. Videos can introduce the brand, products, ingredients, benefits, results, etc. There is no shortage of needs when it comes to videos.
The use of popular individuals is not necessary a new concept. Using social media influencers is. Celebrities have been utilized in marketing since the days of black and white TV. The paid advertising industry has changed a bit. These days, many social media stars with a large enough following can promote skin care products on behalf of brands. Celebrities still do but tend to work with larger companies or start their own product line. Working with Influencers is a budget question. Depending on the budget available, a certain Influencer can be hired.
Paid advertising allows brands to get immediate results in regard to visibility (not sales necessary). Sales can be generated but are not guaranteed. Paid advertising methods such as Pay Per Click (PPC) are based on an auction model. The highest bid wins. Other paid advertising opportunities are a fixed price with third party websites for example. These sites may sell advertising space for fixed prices such as magazines, information authority sites, and others. Social media platforms have paid advertising opportunities for skin care brands as well. Those can be still affordable even for startup brands.
Retail Website Design
Not all websites are the same. It is for most skin care retail brands the foundation. A cheap or unprofessional e-commerce website does not suffice. Consumers are accustomed to quality websites. These sites are full of details, features, and information. For best results, skin care brand should only invest into professional retail website design services with companies who have plenty of industry experience. These retail websites have to be carefully architected to perform as envisioned. They also have to please the user, customer, and industry peers.
Conversion Optimization is the service of improving existing websites, processes, setups, applications, and shopping cart. It includes features, plugins, redesign if required, and much more. It covers the review of statistics and reports to identify areas that require improvements. Conversion Optimization is highly valuable, any improvements made continue to give benefits. Long after the services have been rendered. It also utilizes the existing website traffic and customers. Getting more out of it, by increasing conversion rates.
Part of paid advertising but we are covering it separately here. It is one of the oldest methods of advertising. The beauty industry has embraced this method for many years. It used to be one of the best marketing skin care products tactics. The Internet has changed much for Magazines, Newspapers, and other print publications. For beauty brands, there is still opportunity to advertise in print. Strategically to reach a key demographic, shoppers, or simply to land a buyer or distributor. Print advertising has its advantages for skin care brands.
Red Carpet Events
Technically also a paid advertising tactic, red carpet events are a great way to get more buzz. Giving away products to celebrities increases chances for a known individual to use your product(s). It is a paid service plus the giveaway of the products. Depending on the level of event, cost can vary. The Oscars for example are more than some localized event. It again depends on the skin care brand target audience. Events should associate with it of course.
Beauty companies that look to improve marketing, websites, and sales should work with experts. Professionals can quickly help skin care brands make the necessary improvements. Industry experienced professionals can assist with many aspects of online retailing, branding, marketing, and sales. Skin care brands that wish to find out should talk to an expert. Get consulting services to find out more. Or get started right away with a vendor such as Illumination Consulting. With twenty years plus of experience, professional services help skin care brands market, brand, and sell. Skin care marketing services by industry experts.