Awareness, Education and Conversion:
Your Digital Marketing Ecosystem
Successful beauty brands are in constant dialogue with their followers, building new relationships while nurturing current
ones. To achieve this, you need to
create a fluid ecosystem of pathways
that connect your social platforms,
blog, emailers and print collateral.
These all feed to your brand’s digital
home, the website. If done successfully,
this system provides entry points for
both new and existing customers,
allowing for the exchange of fun,
valuable content, while leading to sales.
How to maintain an ongoing dialogue with your consumer.
• Successful brands ensure consumers
can find them via SEO, social media
and infleuncer partnerships.
• Once a brand has the consumer’s
attention, it must tell them a com-
pelling story, without overwhelming
them with boring product details.
• Once the consumer is ready to buy,
the user experience must be tooled
to make search and purchase as
easy as possible.
DIGITAL MARKETING MUSTS
@GCI_Magazine Global Cosmetic Industry facebook.com/gcimagazine
| BY SHERI L. KOETTING, MSLK
From Stranger to
The process begins with awareness—
gaining maximum exposure to the right
people. Once you reach your audience,
you need to entice and educate them
with content that speaks directly to
their needs and motivations. Those that
see the value of your product offering
will then be ready to buy your product
on a conversion-friendly site.
Brands with powerful digital
ecosystems are able to turn strangers
into followers, followers into customers