5 Essential Tips For Managing Your Beauty Business’s Online Presence
With social media and e-commerce platforms playing a significant role in consumer purchasing decisions, it’s important for beauty brands to have a strong and positive online presence that resonates with their target audience.
By carefully curating their online presence through engaging social media content, a user-friendly website, great marketing campaigns and more, beauty brands can build trust with consumers and establish themselves as leaders in the industry.
A well-managed online presence can help beauty brands to stay up-to-date with consumer trends and preferences, allowing them to tailor their strategies and products accordingly. In other words, how you present your beauty brand online could be the difference between growing your customer base or being outshone by your competitors.
How to build an online presence for your beauty business
Social media isn’t the only way of growing your online presence, but it does make a big impact on your growth, brand awareness, engagement and sales. This is because most people initially find brands online or browse their social media accounts before making a purchase, so if you don’t present yourself in the right way you could be missing out.
Here are 5 top tips for improving the online presence of your beauty business.
1. Create a buyer persona
A buyer persona is the personification of your target consumer. Imagine who your ideal customer is, who it is you’re trying to attract, and think about their demographics, values, likes, dislikes and some of the challenges they might face. With this knowledge you’ll be able to create more targeted, personalized online marketing strategies.
Once you’ve created your personas, you should always have them in the back of your mind when working on your online presence. Ask yourself, would this social media post interest my target buyer? Does my website look appealing to my typical customer? That way, you can connect on a more emotional level with your target audience.
2. Improve your online customer service
Managing your online presence isn’t just about having a killer social media plan; you also need to create an effective beauty website and provide exceptional service to your customers. Whether you’re selling makeup or skincare, your customers are going to have questions about your products — which product will work best for them, how they use a particular product — and will expect to be given accurate and useful advice.
Upgrading your website with an e-commerce helpdesk integration — such as the Shopify support chat tool — can improve your real-time communication through live chat. Managing your conversations this way (including WhatsApp, emails, Instagram, and more) makes it easier to connect with customers and gives you an opportunity to upsell or direct them to the right areas on your site.
3. Mix up your social media content
Social media is a great way of building your online presence, but don’t get caught in a trap of posting the same old content each and every week — there’s only so many still images of your products that people will engage with. It’s time to mix it up and try out some creative new content formats.
Tutorials on how to use your products, Instagram reels answering FAQs, and lifestyle-based are just a few ideas you can use. However, your social content doesn’t always need to be directly related to your products, as this can seem a little too ‘salesy’. For example, if your audience values overall wellness as well as beauty, why not not post a reel of self-care tips which include taking care of your skin?
4. Stay on brand
Consistency is key to building an online presence successfully. Even if it doesn’t mean a customer making an immediate purchase, presenting your brand in a compelling and memorable way will increase the likelihood of that customer returning to your online store in future.
To maintain brand consistency online, aside from leaning on your buyer persona, creating a marketing calendar can help everyone stay on the same page and keep your brand voice consistent. And don’t forget about the aesthetics: using the same font, color palettes, and consistent designs will mean your brand is more recognizable when appearing on someone’s feed, which can help to build authority and trust.
5. Invest in influencer marketing
Have you thought about influencer marketing? Working with influencers within the beauty industry who fit in with your brand can help grow and maintain your online presence. Most influencers already have a loyal audience (some with many thousands of followers) and by leveraging this through collaboration, you can build your own online presence significantly.
Choosing influencers who have a target audience similar to yours can increase your visibility and boost trust in your brand, with many consumers trusting the opinion of influencers over a brand’s own marketing messaging. It’s a great way of producing content that online audiences actually want to see, as well as gaining honest feedback on your products from the influencers themselves.
Managing your beauty business’s online presence is an essential part of your growth. Create a strong plan, provide exceptional service, post a range of great content. and you’ll soon reap the benefits in terms of growth, brand awareness and engagement!