As a skincare brand, it can be tricky to grow an organic, loyal customer base. Sure, there’s the regular clientele who likes the products you provide, but what about those one-off consumers who come in, like what they see and make a purchase but don’t end up as a regular customer?
Or maybe you’ve spent a lot of time and energy trying to grow your base on social medial — attracting many new followers with an Instagram marketing campaign and hundreds of likes on your post but so few actually clicking on your website to make a purchase. Transforming that one time client or “lead” into a loyal customer isn’t an easy feat. Even though it’s not always easy there are a few things you can do to boost your conversions as a skincare brand and turn those followers or one-time customers into loyal fans.
Increase Conversions as a Skincare Brand
Engage with Your Customers
An online consulting service drastically changes customer's interactions and loyalty with brands. Sometimes users have a variety of questions regarding products and services and feel outraged when it takes too long for a reply. For example, more and more people want to know about the ingredients in products they’re purchasing and rightly so! Transparency is one of the best ways to connect with customers and grow the relationship — which is how you’ll end up with long-term sales. The more a brand appears ‘too big’ the more likely it is for customers to bounce around because they don’t feel that sense of community.
It’s vital that you speak the customer's language. Think about who you’re talking to, what they want, what they need and what they find attractive — what does your ideal customer look for in skincare products and packaging? More customers are wanting eco-friendly packaging and less of the one-use items. Where does your target market shop and how to they engage with brands on social media? These are just some of the things you’ll want to know in order to connect with them better.
Here’s an example: Brands love to jump on popular memes or trends but what clients really want are solutions! They want to see the results of your product and they shouldn't have to dig around confusing advertisements or websites to get it! Keep your message clear and to the point so there’s no confusion or overwhelm.
Keep Your Blog Updated
Having an amazing website is obviously a must but it’s imperative that your website does what it’s meant to do — draw shoppers in, give them what they want and encourage sales!
Blogs are one of the best ways to get shoppers on your website AND it’s an exceptional tool at creating community, transparency and excitement for your products and services. Do you have a blog on your website? Are you updating it weekly?
If you have a blog but update it once a month or every few months at best, you’re wasting SO MUCH POTENTIAL. Yes, it’s totally necessary to say that in all caps! Consistent blog posts boosts SEO rankings, provides value to your brand and sets you apart from the competition.
Blog articles should include tips, advice and trending information to guide your visitors in the sea of options that can be the skincare world. Want to make a difference in your business? Think about working with a copywriter who can increase your SEO — giving more relevance to your website.
Instead of spending thousands of dollars on targeted ads or posts on social media for a limited run, consider using that money to invest in your content. Those blog posts will compound in value as they build up in the library of content you feature on your website over time!
Offer Online Resources
Take advantage of your brand’s expertise + knowledge and offer it to the word. Hire influencers or skincare professionals to create short courses on makeup, hairdressing, cosmetics and beauty. These courses can be offered for free or perhaps as a complimentary gift for a repeated purchase. Today, creating resources for customers has never been easier, especially when it comes to bonus material and courses. Another advantage? Many of the e-learning platforms also track engagement — great data to include in your marketing strategy.
Want to work with a copywriter + content creator to give your customers what they want? Send me an email and let’s chat!