It doesn’t matter your age or how supple or mature your skin may be, skincare has become an essential part of the self-care journey we’re all on. We need our skin to be in the best possible shape, given it’s there to protect us for…our entire life.
Taking care of the skin is important and beauty and skincare brands know this. To market toward the ideal buyer, companies use copywriting and content creation strategies to meet their target’s needs.
But how do you know you’re reaching your target market?
In my experience with skincare marketing it’s vital that you’re consistently engaging with your audience. As a business or growing brand you should always keep in mind the following methods to monitor your engagement and make sure you’re hitting that target demo!
SKINCARE MARKETING 101
First, a very useful way to attract consumers is through email marketing, whether that’s through inbound or outbound.
You probably have some version of this already going on or have tried in the past. The key here is creating content that connects personally with your customers’ needs. Looking for a way to engage your existing customers? Create a campaign with exclusive offers for loyal shoppers.
What’s one thing you’re very hesitant to give out to brands? Typically it’s your email address, right? When a customer hands over their name and email it’s VERY important that you provide value or else they’ll hit that unsubscribe button faster than you can select the next episode of Game of Thrones on HBOGo.
What do you do once you have those email addresses? A skincare copywriter creates email and text campaigns that respond directly to your customers wants and desires. In any form of engagement with your shoppers a CTA is necessary whether it’s encouraging them to share their thoughts, hand over their email address or even make a purchase.
You have to make sure you’re present online.
Social media allows you to maintain an ongoing, simple and effective conversation with your target audience which helps generate a stronger connection with them over time. It is so important to actively listen to what is said about your brand, analyze which content generates more interaction, know what time your target is most active and keep an eye on what competitors are doing.
Don’t forget potential customers tend to follow you (or at least watch!) on social media before buying so you must nourish the reputation and brand image you’ve created. One way to do this is through generating comments and engagement on Facebook, Twitter, Instagram, Pinterest or whatever social media platform you’ve found your customers use the most.
One way to generate buzz around your brand is to send samples of your product to influencers with a passion for skincare and have them write reviews and share content to increase your brand exposure.
YOU NEED A BLOG
Finally, an amazing way to redirect those active, loyal customers to your website is through a blog. Creating interesting and consistent blog content about your product or service not only boosts your engagement, it helps your audience make their purchase decisions in a fully informed manner.
When you offer information, what you are doing is enabling more of the purchase process to happen on your website. Creating consistent content also helps you build up a VAST library of reference information for your customers forEVER (well, or until the Internet implodes which hopefully doesn’t happen anytime soon!).
Compared to paid advertising, blogs are much more economical and give you a much better ROI — you pay for a blog post one time and it has the ability to increase sales time and time again. Can Facebook ads or sponsored Instagram posts do that for you at the same rate + time frame?
So, stop neglecting that blog! It’s an essential part of connecting with your customers.
Need help getting copy straight in front of your target market? Let’s connect.