By The Defectors
The huge amount of beauty bloggers, vloggers, influencers and opinion leaders with followers in the millions might get you thinking that launching a new beauty product using social media is relatively easy with soft untapped markets ripe for new products and brands. But actually it’s a noisy, crowded market place in which you need more than a good product and a following on social media accounts to make a beauty brand cut though it all and stand out.
Who are you going to be talking to? Spend some time thinking about this. Defining your audience is imperative to ensuring you communicate with them in the right way and using the right channels. While you are always looking to increase sales, social media is also a great opportunity to gain insights from your audience and communicate with them about the product, clearly answer questions and retell your brand story.
A well-executed social media and communication plan will create valuable advocates. People who will love your brand so much that they will spread the word about it, increasing your sales indirectly through word-of-mouth or social shares. Nurture these people. Send them products, ask for their opinion and share their posts too - it’s a two-way street.
Mix up your content; slide in promotional and sales posts with brand posts, value-add posts and content that informs, advises and engages. Consumers on social media are becoming increasingly savvy of when a brand is trying to sell them something upfront and are often rejected for it.
The key is to let people explore your brand, understand it and enjoy it before they purchase. So give plenty of opportunity for them to come back to your social channels, and not leave straight away due to a hard-sell experience.
By now, you know where your product fits in the market, who your target market is and how to talk to them. Just make sure you’re ready for the questions, comparisons and the unknown.
Know where you might find resistance and obstacles to purchase, beyond social media marketing. This could be price points, packaging, competition or distribution. Be realistic about your product’s weaknesses and strengths. Be prepared for anything.
Knowing your target audience will make your job, or your agency’s job, a lot easier. It’s through tone of voice development that you can really start adding value to a consumer’s experience, to understand whether you’re speaking to Snapchat addicted teenagers, businesswomen or sports fanatics for example. Once you have identified that tone of voice, social media will flow very easily.
There are probably more social media campaigns on these days than ever before. Going “viral” is wishful thinking and may not impact sales or your bottom line at the end of the day. Having a consistent, relevant and engaging message will take you far. Viral is great but cannot be manufactured for most brands.
One of the greatest strengths of social media advertising is its ability to serve ads to a highly targeted group of people. It also allows you to experiment with different audience pools to find out what content works best with different audiences. Social media advertising is one of the best ways to invest in a product’s social media presence and reach the right people.
Secondly, reaching out to social media influencers and beauty bloggers will also give you a lot of visibility. Identify influencers who align closely with your brand ethos and are known to your target markets. They don’t have to be the most well-known (and expensive) influencer in the world. It’s better that they are respected by your audience and would be happy to build a relationship beyond launch.
If you need more social media tips, call The Defectors on 02 9993 0450 or email at email@example.com.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.