DIGITAL MARKETING MUSTS
Twitter is good for listening and
building relationships with influencers
and customers. Find trending hashtags
that are most relevant and follow
people that use this hashtag. As you
start to build a network of followers,
consider introducing a unique on-brand hashtag that your followers will
want to adopt.
Again, social media should be used
to tap into the power of influencers.
Depending on your category, this may
include stylists, doctors, health gurus
and beauty advisors. If you can get them
on board with your brand’s message,
their loyal fans will follow along!
Keep in mind this is a pay-to-play
space, so be prudent. If your budget is
tight, do a paid campaign for a short,
concentrated duration in order to gain
followers. Then you can engage and
follow up, before repeating the same
Print Collateral, Sample Packs and
Yes, this is an article about digital
marketing, but don’t underestimate
the power of tangible promotions. If
an idea or campaign has traction on
digital, solidify it in print. Making
something tangible naturally makes it
more special and memorable. If done
effectively, a printed piece or sample
pack should serve as a reminder to go
online later, driving consumers to your
website with a clear call to action.
Do your research to understand
where your followers are likely to hang
out, and get sample packs into those
places. This may include relevant
retailers, tradeshows, salons or spas.
Consider Birchbox or other
sampling/subscription boxes to reach
a large network of beauty enthusiasts.
Remember that this will be your
first impression, so it’s important to
include enough of the brand story that
potential customers are enticed to learn
more and go to your website.
With a bit of science and creativity,
using a combination of these methods
is a sure way to get you found. You
are reaching people in the places and
platforms they go to regularly, where
they will be most receptive your
message. Without these promotional
efforts, potential customers may never
discover your brand.
The education stage is about building
interest and brand love. It starts with
great content on your social platforms
and continues on your website.
Product education is the fuel to
engage with your followers. And we’re
not talking about long passages of
boring copy that describe what your
Successful education is highly
visual, interactive, fun and shareable.
It comes in many forms, including
get-the-look videos, product tips and
tutorials, interviews with influencers,
before-and-after stories, ingredient
features, technology visualization—the
opportunities are endless. The idea is to
create informational and aspirational
content that speaks directly to your
customer’s pain-points and motivations.
Education can also be less product-centric and focus on brand values. You
can bring awareness to a related issue
through a cause marketing initiative, or
show a more authentic side by posting
about your office/employee culture.
Consider the flip side for a second.
Brands without education struggle
to find relevant things to say,
resulting in reduced engagement. To
overcompensate, they offer too many
product promotions and discounts,
leading customers to expect regular
offers, which equates to lost revenue.
In contrast, brands that offer
valuable education are able to forge
deeper, more loyal connections with
Education should be sprinkled
everywhere in the ecosystem. Content
on your social platforms and emailers
should be excerpts that tease more
extensive content available on your
website. More specifically, emailers
are a great way to directly engage with
customers on your mailing list, offering
content and personalized tips that they
may have missed during the week.
To put your customers on the path
toward conversion, be sure to display
products alongside educational
features. On your website, there are
two places this can be done. On your Brands that offer valuable education are able to forge deeper, more loyal connections with their customers.