What began as a unique way for people to interact and express themselves online has become one of the most powerful business marketing tools of the 21st century. Last year alone, more than 3.6 billion people worldwide were using social media, and experts predict another billion users to join them by 2025.
Today, companies in nearly every industry use social media to reach more consumers, drive more traffic to their websites, acquire more (and better quality) leads, improve their online search rankings, build lasting relationships with their customers, increase brand loyalty, and keep a close eye on what their competitors are doing.
The influence of social media on beauty buyers
Having a strong social media presence is especially important for businesses in the skin care, cosmetics, and personal care market. Why? Because consumers in this segment are, according to GlobalWebIndex’s analyst Olivia Valentine, “…around 41% more likely to be discovering new brands or products via ads seen on social media, and 47% more likely to be doing so via updates on brands’ social media pages.”
Not surprisingly, the beauty industry was among the first to utilize influencer marketing—a strategy whereby companies partner with a third-party “influencer” to promote their brands through social media posts—and the impact is clear. Nowadays, consumers are more likely to listen to social media influencers over company ads when choosing which beauty products to buy.
Curious about influencer marketing but not sure how where to begin? We put together some quick tips on how to start an influencer marketing campaign here.
Getting started with social media marketing
Developing a successful social media strategy for your beauty business is about more than just setting up an account on Instagram or TikTok.
Instead, start by creating a detailed plan that outlines your primary goals and the steps you will take to achieve those goals. For example, is one of your priorities to drive more traffic to your website? How about to get more people interested in your brand? Or, perhaps you want to encourage your existing customers to post reviews, share their experiences, and get the word out about your products. Putting your content thoughts on paper will help you visualize your desired outcome and build a winning strategy.
The planning stage is also a great time to think about your ideal customer. How old are they? What are their top skin care needs or concerns? What products do they use the most? Another important question: Which social media sites do they spend the most time on? (Hint: The answer may surprise you.) Knowing your audience is a critical part of every marketing strategy and the best way to know what products consumers will want to buy. Here is a helpful blog about how to know your audience better.
Next, take the time to look at how your competitors are using social media. What are they doing that seems to be resonating with viewers and getting a lot of attention? Which posts of theirs have gotten the most likes and shares? Are they using photos or videos? Are they promoting special offers or incentives to buy? Are they utilizing Facebook Ads? Think about how you can leverage some of these strategies on your own sites and in your own posts.
Choosing your social media sites
Once you have done your homework and created a well-thought-out social media marketing plan, the next step is determining which sites you will use to promote your brand. This may seem like a no-brainer, but keep in mind that you want to focus on those sites that will help you engage better with your target audience and increase brand awareness.
Facebook, of course, is the largest social media site, boasting nearly 3 billion active monthly users and more than 90 million small businesses. However, the number of social media platforms is growing every day, and spending a little time learning about each one will pay off in the long run. This handy infographic from Social Media Today lists the 8 Best Social Media Platforms to Market Your Business in 2021.
In addition, think about beauty buyers in particular and what platforms would resonate most with them. Video tutorials are popular in the beauty industry, as are before-and-after photos and user-generated content (content created and posted by your followers). Instagram, TikTok, and YouTube work particularly well for this type of content.
Take advantage of scheduling and automation tools
Ready to start posting on social media? One of the biggest challenges for business owners is actually remembering to post—or, let’s be honest, finding the time to craft meaningful social media posts when you have a zillion and one other things to do to keep your skin care business up and running.
The answer? Automated scheduling.
These days there are countless tools (many of which are free!) to help you create, plan, schedule, and publish posts consistently across all the social media platforms you are using, and some even offer analytics tools that allow you to monitor the performance of your posts. To help you get started, here is a list of the 10+ Best Free Social Media Management Tools for Your Business. Then again, if you have a little extra wiggle room in your budget, check out this list of the 22 Best Social Media Posting and Scheduling Tools for 2021.
Keep following the Onoxa blog for more essential sales and marketing tips.
At Onoxa, we do more than provide superior-quality products at the lowest prices to help you create your private label skin care brand. We are committed to being with you every step of the way, from that first label design to helping you grow and scale your business with proven sales and marketing strategies.
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