The cosmetic industry is a $56 billion industry and has shown remarkable growth over the past half decade or so. If you’re one of the thousands of individuals involved in the cosmetic industry, particularly the $66 billion beauty e-commerce industry, there are strategies for effectively marketing beauty products. In fact, we’re going to show you 5 great tips to make beauty industry marketing easier:
1 – Get Google AdWords and Google Trends
One major problem with many businesses in the cosmetic industry and with DIY beauty marketing is the belief that products will sell themselves. As a result, when it comes to beauty industry marketing, they spend very little and do not target the right customers. In fact, many business owners are unaware of how much traffic they are getting and are totally in the dark about the actual needs and wants of their average visitor.
With over 3,000 businesses opening new accounts every day, Google AdWords and Google Analytics are powerful tools millions of businesses use to market their products, services and/or brand. Setting up a Google account is completely free, and the data one can extract from these tools is invaluable for beauty industry marketing.
Google Adwords provides a Keyword Planner tool that allows you to research keyword data (i.e. words or phrases used as search queries by the public). Using this tool, you can determine which relevant queries are actively searched within the past 30 days. You can then see a full view of the search trends behind these keywords by looking them up in Google Trends. Success in the beauty and cosmetics industry is often very much about staying on top of trends, so this tool’s ability to give you a larger look at which terms are rising and declining in popularity overtime should prove invaluable.
This data can then be used to form the backbone of online advertising campaigns.
2 – Get Google Analytics
To learn more about the demographics and behavior of your average visitor, you should integrate Google Analytics into your website. Google Analytics is essentially the MVP of beauty marketing. It provides tracking data and intel that can help you figure out the average age, gender, location and much more. This data should also be factored in when formulating an online ad campaign
After setting up a Google Analytics account and verifying your website, click on the “Audience” menu on the left sidebar. This should reveal a wealth of handy tools that include Geo, Demographics, Interests, Behavior, Technology and other kinds of highly useful data tracking options.
Quick Tip: Never target too broadly when running an ad campaign. If you sell your products nationally, instead of targeting an entire country, target by city. If you are not certain as to which cities to target, then you can start by targeting the ones that already yield the most visits to your website. Determine these “hot spots” by visiting the Audience > Geo > Location page in Google Analytics. Next, click the desired country to reveal a list of cities (in order of most visits within the past 30 days). Choose the top standouts and be sure to specify them in your Google Adwords campaign.
3 – Create Quality Content
Search engine optimization (i.e. the process of making websites more understandable to search engines” and thus rank higher in results) has helped countless businesses generate a significant proportion of their revenue and is an essential part of beauty industry marketing.
The content that appears on a website has always been crucial in SEO. Think of it this way: the content you write is what gets you noticed by search engines.
However, search engines have continuously gotten smarter about recognizing the difference between fluff content written for the sole purpose of attaining Google rankings, and the high quality content that provides real value and useful information to readers.
Therefore, your efforts in marketing beauty products will pay off more in the long-term if you invest in the creation of high quality content. Not only do search engines reward quality content, it also provides more value to your audience, who will share your content with others, which also helps you to rank higher in Google.
Quick Tip: If you have a blog, make sure the posts you write can be easily shared on social media. If WordPress is your blog platform, then install a simple social sharing plugin that will make it much easier for users to spread your content around the web, generating positive social signals that Google uses to rank your website.
4 – Restructure Your Website
Marketing beauty products effectively can be a difficult task if they’re sold on an unattractive and difficult to navigate website. Contrary to popular belief, low prices are not the only reason for user conversion. In fact, according to a research study, your low prices won’t help you sell your beauty products like easy navigation will. After all, if your customers can’t navigate to your product, how will they purchase it?
If you want to market your beauty products effectively, consider restructuring your website. Making it easy to navigate and highly attractive will help convert customers easily. Moreover, with over 195 million mobile shoppers, restructuring your website to be mobile-friendly will help you tap into a multi-billion dollar industry.
Quick Tip: If your beauty marketing efforts aren’t taking off, then you should consider user testing to find out if your website is in need of a redesign. Having an unbiased 3rd party browse your site and provide feedback can be an invaluable way to see through the eyes of your customers. Don’t take their feedback too personally. It’s all in service of helping you make the best website possible.
In conclusion, beauty marketing is all about understanding your audience and delivering high quality products and content that will keep visitors coming back for more. With the tips outlined above, the job should be easier and more efficient, yielding better results and more sales.