Learn how to attract and retain more clients by using content marketing in your beauty business.
Whatever type of business in beauty industry (skincare, makeup, nails, salon or SPA) you’re managing, you can increase your sales using this content marketing strategy.
Step 1 – Set up your beauty business goals.
Defining your goals is going to give you direction on the type of content you should create.
Here are a few examples:
- Increasing brand awareness
- Generating more leads
- Increasing conversions
- Increasing sales
- Increasing loyalty (retention, engagement)
Step 2 – Research your audience
Understanding your audience will help you to generate content that it wants or needs to hear.
Let’s say your service is postnatal skincare procedure. Do you know what problems and challenges your ideal client faces? They probably barely find time for their own health and skincare regime. So, it will be appropriate if your proposal is around rest and relaxation, rebuilding beauty confidence, or time-saving services and tips.
Step 3 – Identify your message, tone and style of communication
The content you’re creating will have to be aligned first with your ideal client needs or problems and second with SEO guidelines.
Think about the subject your client will be looking for – dry skin, beauty products after 30, natural cosmetics, and so on. This can range from frequently asked questions about the beauty services or products, to the specialty of your beauty brand.
You can provide information that will educate your current and new clients on symptoms, understand possible treatment, and offer healthy living encouragement.
Create a short list of keywords that captures the essence of what you want to communicate.
To differentiate your beauty business:
- Approach your topic from a different angle than other companies;
- Think about your tone and style of communication – what you say and how you say it;
- Design your unique brand storytelling of your beauty business.
Step 4 – Find the right content channels and create an editorial calendar
Do you have a blog? Or you prefer to create video content for Youtube? We advise you to have diversity in your communication channels.
How to choose the right social media platform for your beauty business? Check your Google Analytics account to find where your audience is the most active. Focus your attention on the most successful social media platforms for your content marketing.
The key is to deliver content consistently over a long period of time.
Whatever formats and channels you choose, beauty content marketing will be effective if you publish content consistently.
An editorial calendar will help you to plan your content by topics, channels, format, etc. The amount of posts can be different per different social media.
The editorial calendar will help to track the success of your content.
Step 5 – Measure and analyze your results
To turn your readers into buyers can take a long time. Be ready to test and learn with different type of content.
The statistics of each one of your posts, videos, and articles will help you to measure the performance of your content strategy. You can use Google Analytics, the feedback from your audience.
By analyzing your result, you can change parts of your strategy as your go, so your communication can be more effective. Content marketing can improve your beauty product or service search results and reduce the cost of a lead.
Today’s consumers want more information about the beauty products or services they’re purchasing. With content marketing you will introduce all this information that is useful for them – beauty and skincare ingredients guide, anti-age tips, skin check, beauty advice, face yoga etc. That is why content marketing is such a successful tool of promoting beauty products and brands.
Do you need consultation to create Content Marketing Strategy for your beauty business or to measure and analyze its results? Feel free to contact us using the form below.