We are living in the Golden Age of Social Media.
Your target market is literally a tweet away and there are so many different ways to have a direct conversation with your customers, beauty bloggers and influencers. But with the overabundance of marketing strategies and online sale tactics, content is going unnoticed which in turn leaves brands feeling neglected and frustrated despite having amazing online content strategies.
The question we rack our brains with is, how do we create interesting and effective content that pushes brand awareness (and sales) forward?
It starts with a story.
For beauty and skincare brands, everything starts with a story. E-commerce startups have been pioneers in content marketing strategies that experiment with new elements — let’s take a look at Glossier.
Ask any millennial in New York, Los Angeles or London if they’ve heard of Glossier; even if they haven’t purchased it themselves the answer is most likely yes. Founder and CEO Emily Weiss had innovative ideas and created business success with just a blog + savvy marketing skills.
Content comes first
Weiss launched her beauty blog Into The Gloss to interview trendsetters in the skincare and beauty community. From then on, the site grew and with it the reader’s interest, which gave Weiss the desire to launch her own line of products. Based upon the comments and opinions of her blog readers and social media network, she gathered information about her audience’s favorite products and identified gaps in the market. In 2014, Weiss launched Glossier with four simple products: facial spray, skin balm, moisturizer and concealer.
This is a perfect example as to why it’s always important to put out interesting, compelling content. If readers like what they’re seeing, they’re more likely to keep your brand in mind and generate organic buzz.
Be open to dialogue
Glossier products are inspired by the people who use them and come straight from the most popular articles found on Into the Gloss. It is so important to not just bombard your reader with pictures and videos, but make sure the copy on your website engages and gives your audience an opportunity to interact with your posts. Always ask questions and reply. The only way for you to know what people want is allowing for conversation! Bonus: this also works wonders for your boosting your search and SEO rankings.
Copywriting is key
For conversation to run smoothly you need to keep up-to-date with your content! Frequently posting engaging and interesting copy is essential to use social media’s algorithm to an advantage. This is done by hiring a copywriter and letting them work their magic; engaging content doesn't have to be such a difficult task! Look at Glossier and their success. Weiss' strategy is definitely paying off and Glossier generated another 52 million dollars last year — imagine where your brand can be in one year!
Want to join my brand new Facebook group: Beauty + Business Collective? It’s about marketing your brand and growing it with intention — I’d love to see you there!