There are a lot of tremendous and credible brands and products in the beauty industry. However, those that come out trending or at the top of the ranks are trustworthy not just because of their credibility or efficacy, but also their marketing strategies.
The overloading impact of trends and the use of influencers and personalities is certainly no coincidence.
In recent years, beauty consumption is ever on the rise. In 2019, the global beauty industry was worth around USD 500 billion (EUR 411 billion) and anticipated to continue growing in the coming years.
With such a crowded marketplace, it has become increasingly difficult for beauty businesses and brands to rise to the challenges presented with the evolution of the market in the digital age.
Cutting through this noise is what makes content marketing for beauty brands more relevant today than ever. It has become the gateway for brands to create visibility amid the online chaos and ever-evolving market trends.
Moreover, such information is how consumers learn about new brands and products. With great content comes doors of infinite growth and sales possibilities.
It has also created a window of opportunity for brands to communicate to their customers, locally and globally, with the many channels and platforms available to date.
If you want to push your beauty business to the next level, it is imperative to take note of and execute some of the top beauty marketing content strategies that we will be showing you now.
First, here is a quick overview of nine beauty content marketing strategies that we will be talking about in this article:
1. Create a Content Calendar
A content calendar (also called an editorial calendar) is much like your marketing planner. It tells you when and where you are publishing certain content.
Whether they are article excerpts, status updates, promos, activities, or partnerships, the content calendar will help keep you, your business, and your collaborators organized.
But more than for organization, content calendars also help ensure that your content-related tasks and events are taking place on time. It will also provide you with a clearer picture of where the brand’s direction is heading to.
What is more, workflow between you, your team, and third-party partners would be more seamless, especially if you are a big business.
2. Choose Different Channels to Distribute Content
Brand loyalty is hard to achieve nowadays with all the oversaturation of content on the internet. So it is not advisable to place all your eggs in one basket.
Your marketing efforts will not be enough if you only use one channel to propel your business. You need to explore several social media and networking sites that your target audience uses, and yet ensure that your customers can expect a consistent brand experience at all times.
Take a look at Fenty, for example. Their Instagram page is a fun mix of Fenty beauties, product features, and memes, but their YouTube channel primarily shows makeup tutorials.
The content strategies differ but make most of each platform while staying true to their brand’s mission of providing quality makeup that exemplifies diversity, inclusion, and body positivity.
You need not limit yourself to your social media accounts, either. You might have seen some social media posts tagged as “#sponsored” or “in partnership with” another brand or user.
Be the talk of the (virtual) town by letting others talk about your brand. These online mentions can put the spotlight on your product or service if done right.
Beauty businesses can also distribute their content by creating partnerships with other brands and companies in other tangential industries, such as hotels, spas, and fashion companies.
Consumers seeing your products in respectable establishments, such as their favorite salon or at their hotel room, will further your reputation and increase your consumer’s trust in your brand.
3. Offer Free Giveaways
Depending on your marketing goal, offering free giveaways can deliver extra ROI for your beauty business in multiple ways.
Some brands set up a contest for their followers to post creative video reviews or show before and after photos, where the best entries get prizes or vouchers.
For as long as you are creative and precise on the execution, giveaways in your marketing campaigns can improve sales, conversions, and engagement.
This strategy can break through all your competitors’ noise by sparking interest among your target audience. After all, who says no to free stuff?
Aside from the boost in visibility and increase in awareness, those who get to receive your giveaways can interact with your product, allowing you to turn more people into loyal customers and advocates.
You can never underestimate the power of word of mouth, with your giveaway winners acting as your walking, talking advertisements. You can even ask your following for a tag when they post your products on their feeds and stories. Meanwhile, you will also see decent growth in your social media following.
4. Make Use of User-Generated Content and Reviews
And speaking of word of mouth, big and small beauty businesses alike can take advantage of virtually-free advertising by sharing user-generated content (UGC).
UGC refers to any content creation from consumers. These could range from text, videos, images, reviews, and more, which you can freely reshare or repost on your own social media account.
What makes this content great is that the post is 100% authentic. It is a personal and unbiased testimonial of your product, which will earn you brownies in credibility.
Think of it as having a micro-influencer advocating your products at no cost. It sounds like a dream, but it is real, and it is an excellent strategy you can and should maximize.
And this buildup of trust will drive the impact on others’ purchasing decisions. In fact, according to a Stackla survey, 79% of the respondents think that user-generated content and reviews highly influence their buying decisions.
It is also interesting to see how different the perspectives of consumers and marketers are when it comes to what type of content is deemed more authentic. Let’s have a look at this graph below:
In terms of the lifecycle of such content, much of these UGC reviews for beauty brands can even stay immortal on Instagram’s story highlights.
Therefore, new and potential buyers can keep watching the stories for as long as they need – to convince themselves and eventually try your products.
For as long as socials dominate the digital age, beauty influencers’ user-generated content is one strategy that will remain a popular and useful marketing tool. You will see more on this strategy below.
5. Improve Your Branding
Another major factor that piques consumers into trying your products is your branding. Contrary to what many people believe, branding does not only refer to a business’ logo or graphic elements. It is the entire customer experience.
Put yourself in the shoes of a consumer and check out a random brand. Notice their logo, their website, down to your experiences and feelings from navigating their social media, and the way they answer your inquiries. Those sentiments are what make up one’s branding.
When you feel comfortable enough to want to try their products, you know they have good branding. In short, branding pertains to the consumer’s perception.
It would be advisable to have a few people go through this branding test with your business. This will help you get useful data on how well you are doing in presenting yourself to your audience.
Branding is especially important to ensure you are getting your message and story across. Beauty branding and marketing mistakes can severely tarnish your efforts and cause you to lose the consumers you worked so hard on obtaining. You may want to learn from these big companies on what NOT to do when branding your business.
Meanwhile, there are also a lot of beauty businesses that are positively killing their branding approach. They present themselves as inherently feminine, masculine, or gender-neutral depending on their customer segment/s. These are brands who know who they are and who their market is.
6. Show Event Recaps and Behind-the-Scenes Moments
Events are great content marketing for beauty brands. Having events aid in attracting potential leads and converting them into new customers.
Such affairs can include hosting a party for a new product launch or buying a segment in another business’ event to introduce your brand to the public.
But it does not necessarily have to stop there. You can make the most out of these significant marketing investments by turning event collaterals – such as videos – into your content.
Doing event recaps and capturing behind-the-scenes (BTS) moments saves you from coming up with new content for your social media. Furthermore, they also allow you to showcase raw and authentic content to your community (i.e. user reactions or on-the-spot reviews).
You can milk this engagement further by adding in a storytelling element like featuring the event’s guests, conducting some interviews, and highlighting the event’s theme.
Find that story that will resonate with your viewers. There is nothing like a compelling story to tug at someone’s heartstrings and make them feel closer to your brand.
7. Collaborate with Local Influencers to Produce Viral Content
Influencer marketing is a big deal when it comes to beauty content marketing strategies. These influencers play a significant role in shaping consumer preferences and dictating which trends are hot or not.
Those who have the budget and resources to work with established influencers should use this strategy to further their reach and credibility. It can be a real win-win for both you as a company and the influencer. Collaborations are always worth the effort.
Utilizing this strategy also presents an opportunity to tap into local beauty influencer marketing. Collaborating with local influencers will help you create global content that is relevant to a local audience.
They say two heads are better than one, and such is valid with your partnership with a known influencer. You can utilize each other’s strengths and creativity to come up with compelling content that sells.
Working with an influencer allows you access to their massive following. And because they have a reputation to keep, their word garners interest and trust among their fans.
Just be sure to take the time to research the right influencer for your brand. Think of them as an extension of your brand. Does their background and branding match with yours?
Aside from the hefty investment, teaming up with a famous personality can make or break your brand.
According to the Influencer Marketing 2020 report, nearly 500 respondents aged 18 to 34 years old say that they prefer influencers who deliver authentic, engaging content. Influencers are the faces of your brand, so choose wisely.
8. Remember That Written Content Is Just as Important as Visuals
You can never underestimate the power and value of words. The most efficient and effective fashion and beauty content marketing examples contain captions or taglines that pack a punch (like Loreal’s iconic “Because you’re worth it” and Maybelline’s “Maybe she’s born with it”) and blogs that enforce an effective search engine optimization (SEO) campaign.
Creating SEO-friendly content is one example to increase the quantity and quality of consumers to visit your website. Learning how to write SEO-friendly beauty blogs entails a specific knowledge of presenting your content.
Here are some points to help you get an idea.
- SEO optimized title tag, H1 heading (H2, H3, etc.), meta description, and URL
- Keyword-rich copy that addresses frequently searched questions or topics
- Internal links to relevant product and category pages
- Supplemental content (such as infographics, videos, and images)
By using SEO, your business can attract visitors who are genuinely interested in the products that you offer through organic search engine results. When you look something up online, the first few sites that appear in your search practice effective SEO.
Naturally, you would want your beauty business to come out on top of the Google search, but it can be tricky to master writing SEO-friendly content.
Companies that do not have this kind of specialty should seek aid from agencies who are experts in SEO content marketing strategy.
9. Flawless Content in the Language of Your Customers
Before you set your sights on becoming a global brand, you have to master your local area first. Content localization for beauty companies means adapting your products and service to the needs of a particular location or culture.
Remember, while the concept of beauty is universal, its definitions are quite diverse. Standards differ according to continent or country. Just take a look at how beauty standards in Korea differ from beauty trends in India.
You must get to know your audience fully by understanding their buying behavior and the circulating viral trends in the area. Having this information will allow you to develop the best strategies to reach out to them effectively.
One of the most efficient ways of doing this is to reach out to a content localization firm with the data you need to tap into your audience. The right agency will not only help you translate your brand but recreate it in such a way that it will resonate with your target market.
Many brands and businesses are competing for attention. Their success is highly reliant on marketing tools to establish themselves as authentic, relevant, and engaging.
To make your business thrive and cut through the noise, seek aid from a content marketing agency that practices the best content marketing examples in the beauty industry. They will provide you with the strategies you need to provide a rewarding customer experience and earn your consumer’s trust and loyalty.
If you are ready to start your journey of joining some of the top beauty giants, then reach out to us to help you get there.
Header Image Source: Photo by Nickelina Noel on Unsplash
How did you like May Thawdar Oo’s blog post “Be the Next Beauty Giant with These 9 Effective Content Marketing Strategies”? Let us know in the comments if you have anything to add, have another content idea for beauty content marketing blog posts, or just want to say “hello.” 🙂