The skin care market is a lucrative market, but also competitive. Skin care industry is highly fragmented with many new brands launching every year. The top 20 skin care brands now control the largest share of the market. Yet, new brands with specialized products and formulations keep stealing share from larger brands. New brands will continue to make breakthroughs in this industry. To find out how to market skin care products successfully, read on below.
New skin care brands can capture opportunities within the beauty market. What is required to enter the market and succeed? Find out here how to market skin care products successfully. Startups and established brands have to use a comprehensive approach these days to be successful. Any single method does not suffice. What does this mean?
A brand must utilize multiple types of marketing methods at the same time for a while to create the much-needed momentum. Organic marketing takes time unlike paid advertising. The first couple years are a lot of work for very little gain. Then, a brand when things are done right will start seeing a drastic increase in market share, sales, and customer acquisition.
So, what type of marketing tactics are required to be successful in the beauty industry? Some have been around since online marketing begun, while other tactics are newer. Below is a list of the most popular and effective methods used to market skin care products successfully.
Skin Care Blogging
It would be difficult to find any established skin care or beauty brand without an active blog. Blogging has been the norm for companies wanting to reach their desired target audience. Blog articles are highly effective in establishing trust, authority, sales opportunities, and marketing. They are effective! Google indexes site pages from a blog by over 400% more. Blogs get websites visibility in search engines. The articles also support other forms of marketing such as social media. Brands should be uploading an article per day. At least around 25 articles per month should be uploaded. More can be written and uploaded to increase traffic gain and visibility. It is not recommended to do less than five per week. Articles should be around 500 words or more with images. Adding videos can greatly improve the articles success. The topics should be relevant, uniquely written, and of quality.
Social Media Skin Care Marketing
Social media is such a large part of our lives now. The average individual spends hours a day on social media channels. We get our news this way, learn about events, stay connected, and find out about new brands and products. Social media is part of our every day life. Skin care brands can gain significant exposure utilizing key social media channels for their demographic. Even paid advertising opportunities on social media can be lucrative for any size of brand. For example, gaining followers and likes can cost only $0.45 on Facebook for skin care keyword-oriented fans. This is very affordable in comparison to other paid methods. Brands should post at least every day Monday through Friday on all of their key channels. Postings should be geared towards creating a community. Providing valuable information, resources, and tips.
Skin Care Search Engine Optimization (SEO)
SEO is not a new marketing technique. It has evolved over the years, but it remains one if not the one key marketing tactic. SEO gets brands visibility for certain keywords in search results of search engines such as Google. When done right over time a brand will be found in the top of the search results for most of their relevant keywords. Consumers that search specifically for products and beauty solutions will find key pages of a beauty website when marketing through SEO tactics. Skin care Search Engine Optimization has the highest return on investment (ROI). Over time, a brand can get dozens of keywords in top positions responsible for site traffic and sales opportunities. SEO campaigns take time, and this is a long game. Brands should understand this. There are no immediate results with this marketing method.
Beauty Influencers
A newer tactic and born out of social media. Influencers can be celebrities of all sorts that have vast followings on social media channels. These influencers wield strong influence over their fans. It is this reason; they also can justify large fees for posting on behalf of brands they represent. Working with influencers is done through a paid advertising model. Most influencers charge a set fee for posts. Those fees are set based on the reach of the celebrity on social media. For example, Kylie Jenner one of the most successful influencers charges around $1.2 Million per post. Brands can review certain influencers across various industries to see what type of opportunities they can get for their budget.
Video Marketing
Videos are the most effective medium. The average consumer spends over 80% more time on a website with video, and one third of all online activity is dedicated to watching video. This will only continue and most likely increase. Skin care consumers love videos. Brands know this and have already been developing and using videos in marketing, promotions, and even for instructions. How to videos are very popular with beauty regiments and key skin treatments. Product reviews via video is also powerful. Consumers who watch a video are more likely to purchase and try a product.
Skin Care Product Reviews
Reviews are not an option anymore. They are a requirement. Consumers who do not see any reviews do not trust. Reviews are the fastest way to improve sales conversion and opportunity. Skin care product reviews help potential customer decide. With nearly 95% of shoppers reading online reviews, it has changed how shopping is done online. Reviews are a critical aspect of online shopping now. Online reviews matter a lot especially for more costly items. Negative reviews are also important and trusted by consumers. How a brand response to it is what everyone pays attention too. Brands should ask for reviews and make it easy for their customers to leave them.
Skin care brands that want to improve sales, branding, and marketing efforts can speak to experts. Professionals can quickly give clarity to brands and provide assistance. A company like Illumination Consulting should be contacted. Any agency such as Illumination Consulting that has years of industry experience and provides the relevant services for skin care brands. Speak to an expert to find out what options you have.
