2020 was the year when we likely spent the most time online, whether it was for work meetings, family reunions, or household shopping. That’s why more and more businesses have understood how important a well-defined digital marketing strategy is for achieving their goals.
Building on this idea, we thought of creating a series of articles with useful tips and information on online marketing for various niches.
The first article in this series addresses information about promoting an online beauty store. So, if you have an online beauty store and are thinking about new strategies to increase your follower base, website traffic, and customer count, here are some ideas you can implement on Social Media and in Google Ads campaigns.
Online beauty store advertising – Useful ideas for Social Media
- Tutorials, live streams, reels (on Instagram), and stories should be the stars of your strategy.
Video content has seen a significant increase among users, so you may capture attention faster through a clip than a static image.
- Leverage the advantages of promotion through micro-influencers.
A partnership with a specialist in the field (e.g., a makeup artist, nail artist, etc.) will help strengthen the brand’s image, as will partnering with a larger influencer. You can set up periodic live sessions with experts using your products on your brand’s Social Media accounts or have them create content directly on their own accounts.
- Use relevant hashtags and adapt the format of the images used.
Although you may not have initially focused on image dimensions, know that they are crucial for the proper display of posts/ads and for a pleasant user experience. The recommended format is 1080×1080 for feed and 1080×1920 for stories.
- Don’t forget to activate the shopping section on Facebook, Instagram, and Pinterest.
Make it easier for interested users to make a purchase from any platform. Additionally, having your products displayed on every platform you’re present on offers nothing but more visibility and more potential customers.
- Pinterest – a very good channel for the inspirational zone.
Use images of manicures or makeup where you can tag the products used (from the shop). Don’t focus specifically on product images, but use images with the final result, e.g., an evening makeup look, a seasonal manicure, etc. From our experience, traffic from Pinterest tends to be cheaper than that from Facebook and Instagram. However, when it comes to conversion rate, Pinterest is at a disadvantage.
- Visual identity – pay attention to the defining visual elements of your brand.
The images used, color scheme, displaying the logo in banners, having a call to action (especially for ads) will help build the brand’s identity. And the information in banners should match the landing page they’re directed to.
- Paid promotion – having ads on Facebook, Instagram, or Pinterest.
To create campaigns that truly yield results, make use of all available options on platforms. For example, tracking scripts, generating product feeds, and creating dynamic campaigns with all products in stock or segmented by product categories.
Segment your campaigns based on objectives, audiences (e.g., new traffic vs. remarketing). You can segment based on interest categories, best sellers, new arrivals, and promotions. And to encourage purchase, deliver ads with a discount code for those who have abandoned their shopping cart.
Useful ideas for Google Ads
- YouTube – it’s no longer a secret that YouTube has grown significantly, and video content is increasingly appreciated by consumers. However, promotion costs on YouTube are still very low compared to the reach you can achieve through campaigns.
- Utilize „Placements” audiences – find several highly-watched channels that your consumers may frequently follow and add them as placements in a YouTube campaign.
- In Discovery Ads – grow your YouTube channel and brand exposure with In Discovery campaigns. Promote organic content and try to provide people with new information and ideas to keep them engaged.
- Harness niche influencers and micro-influencers in YouTube Spotlights for launching new collections/products. They will be instantly recognized by enthusiasts.
Display Ads – any „healthy” business includes in its strategy the objective of broad exposure to as many potential customers as possible. If we only focus on those ready to buy now, we will never reach a large number of users, and to consistently grow, we need to broaden our horizons a bit.
- Affinity, demographics, and custom audiences – better than just a lot of traffic is a lot of cheap traffic. Use slightly broader audiences than usual, but with quality audiences. Try to keep costs per click as low as possible to bring in as much new traffic as possible to discover your website.
Remarketing & Remarketing Dynamic – you’ve brought in a lot of new traffic. Congratulations! Now it’s time to retarget them and keep them informed about the latest offers and product collections.
Search Ads – an essential campaign for any advertiser.
Segment your campaigns by product categories and try to be as relevant as possible with ads.
- Stay up to date with search trends through DSA campaigns. Here SEO will play a crucial role in your campaign performance;
- Add negatives for the names of the biggest players in the market. Beauty-interested audiences are well versed and often know exactly what they’re looking for. Why target them when they won’t pick you? Invest your money wisely.
Shopping Ads – probably the most efficient campaign at the moment.
- Segment your product feed and give equal chances to each category;
- Set up your dynamic remarketing scripts to further assist Smart Shopping campaigns.
These were just a few tips. If you want ideas tailored to your business specifics, contact us here. We’re here to help with specialists ready to team up with you and achieve the growth you desire.