Entrepreneurs have many options when marketing beauty products and advertising online is one of them. Though it does not yet rival print, digital marketing is becoming increasingly popular and is a natural choice for online beauty companies. Online marketing expands the target audience and when combined with social media efforts, establishes ongoing dialogue with customers.
Before embarking on digital marketing campaigns, beauty entrepreneurs should become aware of best practices within this medium. Beauty product lines are typically siloed so an expert in both marketing and the product category should be assigned to each area. This individual will be able to craft an effective marketing message for the target audience and will establish the business as an authority in each product segment.
With an ecommerce website, beauty product retailers allow consumers to shop online. Posting promotional and how-to videos on other sites and linking these to the ecommerce site make online shopping more convenient. Audiences can learn about a product and how to use it, then simply click to visit the ecommerce site where they can make a purchase. Marketers for a new beauty company that needs to generate traffic quickly should consider adding pay-per-click advertisements to their digital marketing campaigns.
Social media is one of the best ways to develop personal relationships with prospects and customers in an online environment. Beauty company marketing professionals should create social media campaigns around Twitter, Facebook, Pinterest, and YouTube. Status updates announcing new products, links to online coupons, and images of beauty items in development keep the business on the minds of current and prospective consumers. There is no cost to use any of these social media sites so every beauty company should incorporate these into marketing efforts.
A digital environment with a social aspect, such as a blog or social media site, can become a beauty community hub. Experts share tips and techniques, customers rate and review products, and prospects ask questions that are answered by beauty company representatives. Consumers visit this virtual community when they need information, advice, or guidance or have something to say.
Taking a digital approach when marketing beauty products can be extremely effective. Major brands like MAC and Matrix have embraced digital marketing. The low cost of entry makes the digital world a viable one for even the smallest beauty company. Well-crafted digital marketing campaigns that adhere to best practice guidelines enable small beauty products companies to compete with the major players.
