5 Essential Content Marketing Strategies for Skincare Brands
Consumers are bombarded by thousands of ads daily. Unfortunately, as a result, they have become numb to brand communication. And this isn’t new. Even before digital numbness took over businesses and marketers, reports of consumers becoming unresponsive to ads date back to the early 2000s.
Add to that the shrinking attention span and we can only guess how immune consumers must be to marketing activities today. Right? Well, not really!
Good content can help you differentiate your skin care brand in the market and get that exposure you need to kick off your online presence. And content marketing is the best way to ensure that you optimize all your channels to reach as many target buyers as possible.
Aventive Studio is a full-service branding agency that helps skincare brands make more product sales. We can create the perfect content strategy for your skincare & cosmetics! Learn about our brand strategy & packaging design services here.
What is Content Marketing for Skincare Brands?
Content marketing is a form of marketing that uses various formats of content, such as videos, blog posts, and social media visuals, to promote your products and overall brand. Content marketing is unique in that it is not just about creating content but also about engaging your audience and keeping them coming back for more.
You can use content marketing for your skincare brand to:
- Build relationships with customers so they feel loyal to your brand.
- Maintain a positive impression of your brand by sharing helpful tips on social media or other platforms that matter to consumers.
- Educate potential customers about what makes your product different from other products available in the market.
When done right, content marketing can help build brand awareness, increase your conversion rate, and generate sales. And there are only two rules of effective content marketing:
- Create original, informative, entertaining, and valuable content that’s relevant to your audience.
- Every piece of content must be part of a bigger strategy. Nothing should seem out of place or standalone.
If you can stick to these, there’s no way your brand won’t benefit from content marketing.
Looking for examples of skincare branding & design that attracts more customers? View our client case studies here to see how Aventive Studio’s designs and strategy have helped our clients in the skincare, beauty, and wellness industries.
Getting the Basics Right First
Identify Your Target Buyer
First things first, the best way to stand out from the crowd is by creating quality content that’s relevant to your target audience and provides value for them.
In order to do this effectively, you need to know what your target audience wants. Ask yourself: What are my customers’ needs? What do they want and need from me? What is it that your customers want that you can offer that others cannot?
Answering these questions will allow you to develop compelling content ideas for skincare brands and come up with content pieces that will keep them engaged long enough to make a purchase down the line.
Work on Creating Strong and Consistent Branding
A strong brand identity will help your customers understand who you are and what you do, besides improving your marketing efforts.
Branding can help you get noticed by potential clients, build strong relationships with them, and increase sales. It can also help with search because search engines tend to favor websites with clear, recognizable, and relevant themes.
The best way to develop a strong brand identity is through consistent use of visual elements that reinforce your brand’s message. This can include logos, colors, fonts, skincare packaging, photography, visual brand guide, textual brand guide, and more. The stronger the branding, the more coherent and relevant your products are in the market.
Understandably, it can’t happen overnight. You need to work with a professional branding agency that has experience with skincare brand building, can point out exactly what’s lacking in your brand strategy, and come up with solutions to fix it.
Contact Aventive Studio here to set up a call about our brand strategy & design services for skincare and cosmetics businesses.
Create Appealing Visuals
Once you know what makes your brand unique and special, it is time to create a visual identity that reflects those qualities. Your visual identity should reflect both who you are and what makes your company stand out from all the others out there today.
Wondering how visuals fit into your content marketing plan? Let’s take your product packaging for example. It includes both graphics and text.
Since content can be both visual and textual, your brand must ensure that your cosmetic packaging design conveys the right message. Everything from the labels to the design should communicate more relevant information about your products and overall brand.
In addition, you could also use your visual guide to create infographics that share tips and tricks about skincare products to ensure your audience knows the information is coming from you and not your competitors.
It goes without saying that since content marketing is strategic, you must ensure that you use the same visual identity across all channels so that your target audience has a uniform view of your brand.
Develop a Brand Voice
A brand voice is the tone of your content and how you speak to your audience. It’s important for your brand to have a distinct personality that can be identified by consumers and market trends.
Your brand voice will help you establish trust with your target audience, which will ultimately result in more sales. The more confident and authentic you sound, the more likely people are to engage with your content.
Needless to say, all your content should be produced in the same brand voice to prevent your audience from getting confused about your brand identity.
Determine What Makes Your Skincare Business Unique
When we think of what makes skincare brands unique, we often think about their value proposition, but that’s not always where it starts. A lot of brands have unique stories that set them apart from their competitors. If you are lucky enough to be one of those brands, you can use this to your advantage.
For example, let’s say you’re a skincare brand and you do something that no other brand does: You have a line of products designed specifically for men. Now what? You need to tell your story as if it were nothing more than another product line in your existing portfolio.
The fact that you have a male-targeted product line might help you differentiate yourself from other brands that also offer men’s skincare products.
But it won’t make much of a difference unless you make it part of who you are as a business and what sets your brand apart from others in its category. And the best way to do that is by writing a clear brand story.
Now that you know the basics, here are 5 key content marketing strategies you can use in your skincare brand to sell more products:
1. Find the Primary Angle for Your Content
When creating content for your skincare brand, it is essential to know what type of content is most effective for your customers. There are different types of content that you can use to market your brand, and each one has its own pros and cons.
Here are the three main ones: informational content, promotional content, and instructional content.
- Informational Content
This is the most common type of content that you will find on the internet. Informational articles can be written in any format (blog posts, infographics, etc.), but they have one thing in common: They offer information about an industry, products, or services.
This type of content is great because it allows you to establish yourself as an authority in the market. It also gives your customers a better understanding of what your brand does and why they should buy from you instead of another company.
- Promotional Content
This type of content is used to promote products or services to consumers who haven’t yet made up their minds about whether or not they want them. If your customers are in the buying stage, promotional pieces could just be the nudge they need to complete their purchase.
This is why you need to prepare a marketing funnel for your customer journey as it will help you determine which stage each of your consumer segments is in.
- Instructional Content
Instructional content could be anything that demonstrates how your audience can use your products. They could be in video or carousel formats and they are basically tutorials on how your audience can get the most use out of your products.
Instructional content works best when you are launching new products and want to tell people why they should be buying them.
2. Choose Your Content Distribution Channels
The main goal of any marketing campaign should be sales, so make sure you choose the right channels to reach your target audience.
If your brand sells directly via its website, social media, or email newsletter, then focus on those channels. If not, then look at other options, such as PR agencies or guest blogs, that can help you generate traffic and boost your brand awareness.
The channels you choose largely depend on your content formats. For instance, a 10-second video would do well on TikTok or Instagram Reels, but an image carousel could generate more engagement if it were on the Instagram feed.
This also will depend on your ideal customer persona, which Aventive Studio can determine for you as part of our skin care brand strategy services.
Bear in mind that content marketing isn’t magic. Because it is an organic and sustainable activity, it takes time to show results. So, although it is crucial to experiment with your channels, remember to commit to a channel and stick with it long-term to see any type of measurable results for your skincare business.
3. Optimize Your Organic Marketing Tools
As a small business, organic marketing might seem like a foe in the beginning but it really is your friend in the long term. Besides, you need organic tools like SEO and SMM with your content marketing activities to make them more effective.
SEO is a process that involves optimizing your website for organic search results. This means you should use keywords in your content, title tags, meta descriptions, and URLs so that Google can easily identify what you are writing about.
People search for products all day long on search engines. Therefore, optimizing your website will improve traffic to your site and increase sales of your products.
The good news is that there are now several free tools available to help you optimize your search engine optimization efforts.
For example, Google Analytics helps you track where users come from and what they do once they land on your site. You can also use Google Trends to see how often certain keywords are searched for online and what kind of content performs well in search results.
Social media marketing is another way to increase traffic from search engines and social media. It is quite simple: if you have a strong brand presence on social media like Facebook, Instagram, or Twitter, then your click-through rates (CTR) will be higher than if you don’t have a presence at all.
4. Leverage User-Generated Content
User-generated content is the most effective type of content marketing for skincare brands because it is organic, authentic, and customer-driven.
User-generated content is a great way to get your product in front of an audience that may not have heard about it otherwise. It is also a great way to get insights from customers, which can help you improve your product and future products.
User-generated content can come in the form of reviews, surveys, and even images. You can take advantage of this by using a platform like Instagram or Snapchat, or even repurposing existing content from your website.
5. Work with Nano and Micro Influencers
The beauty industry in particular has no shortage of influencers. So, no matter which niche you are catering to, you will always have an influencer with an existing community, which they will allow you to tap into for a fee.
By partnering with micro and nano influencers, you can reach people who are interested in your product but may not be ready to purchase it yet. It is a great way to build trust, educate consumers about your brand, and establish yourself as a thought leader in the space.
At Aventive Studio, we help you build a brand with the right brand strategy, which allows you to establish credibility in the market. Our team of branding experts specializes in skincare brand marketing and branding allowing you to leverage our expertise to grow your company. Reach out to us to set up a call with our creative director.