Before the internet, you had to be a big business or have a big advertising budget to really become successful in the beauty industry. With the online world, there are literally hundreds of ways to market yourself, often at little to no cost. Already, new beauty brands and products have proven themselves successful online. Before you begin, keep one very important thing in mind. The method of business (online vs. brick and mortar) has changed, but the reasons people buy haven’t. If you take a customer-centric approach, you will have at least moderate success, so long as your business is viable. The following top five ways are some of the most effective marketing strategies to reach customers in an online world.
Set Yourself Apart with YouTube
There’s a reason some of the most successful online entrepreneurs are using YouTube: IT WORKS! This is true for a variety of businesses, beauty included. Do tutorials using your makeup products (if you are selling your own) or your company’s makeup products (Younique, Avon, and Mary Kay are three of the most popular). Ask established YouTubers to try your products on their channel and get advertising to a huge audience you might not have found otherwise.
Create a Private Facebook Group for Your Clients
This is an awesome way to set yourself apart from the competition by truly taking a customer-centric approach. Offer special deals or discounts here, and start conversations your group can participate in. You’ll grow closer to your audience and be better tapped into the kind of content or products they want to see. This could also be helpful if you have distributors or direct sales people working around the country. Add them to a group online and make communication easy between sellers, customers, and providers.
Offer A Giveaway
Many famous clothing brands and sellers use this strategy on Facebook. Each person who likes and shares a post of an outfit will be entered into a drawing to win. It’s free advertising and one person walks away super happy with a free gift. That’s a win-win for you and your customers.
The company Nuts.com is beloved by health food enthusiasts for its hilarious, humorous customer service. Each of the company’s boxes is covered with jokes and plays on words like, “I’m sure you’ll go nuts over this”. Another personalized strategy might be having people to take a selfie of themselves holding your product and hashtag it on Instagram to gain more traffic. Use your personal touch to create a brand voice and image online.
This is truth both in and off the online world. Offer a deal to get your customer to buy more. For instance, buying three or more lipstick shades and you get two free samples of your choice of products. Give away samples of new perfumes, moisturizers or other products to interest customers and keep them coming back. You could also provide makeup classes or tutorials in-person for an interesting way to gain business. These five ideas are only the tip of the iceberg when it comes to successfully promoting your business. As always, remember that knowing your niche before you market is MOST important. If your niche is facial sprays, go for it, or whatever it is. Have one or a few specialty products you focus on and then gradually broaden yourself.