Probably the most profitable magnificence ecommerce advertising and marketing methods typically embrace a mix of optimized product pages, customized e mail campaigns, and buyer loyalty perks. Learn on for extra confirmed ways to spice up your on-line gross sales.
Right here, you’ll discover:
The cosmetics and wonder trade is forecasted to succeed in $716 billion worldwide by 2025, with about 28% of those purchases generated by ecommerce manufacturers.
As a fast-growing trade with many firms vying for customers’ consideration, magnificence ecommerce will solely get extra aggressive. To face out on this crowded market, you want a strong omnichannel advertising and marketing technique that mixes confirmed ways with the most recent magnificence trade traits.
Let’s dive into the highest ecommerce advertising and marketing methods for magnificence manufacturers and the most recent traits to look at for within the coming years.
What’s magnificence ecommerce advertising and marketing?
Magnificence ecommerce advertising and marketing is concentrated on strategic natural and paid advertising and marketing campaigns that assist magnificence manufacturers promote extra merchandise on-line.
Past rising income, a magnificence model’s objectives could embrace constructing model consciousness that attracts in new potential clients and fostering a powerful model identification that encourages buyer loyalty.
Magnificence ecommerce advertising and marketing can embrace every little thing from SEO and web site design to social media and e mail advertising and marketing. Analysis in your viewers and their shopping for habits is the inspiration for making a profitable technique for every digital advertising and marketing channel.
8 advertising and marketing methods to spice up on-line gross sales
Listed here are 8 advertising and marketing methods magnificence ecommerce manufacturers can use to spice up on-line gross sales this yr and past:
- Optimize your product pages
- Optimize your site for mobile
- Create compelling, audience-targeted content
- Build custom email marketing campaigns
- Leverage UGC and beauty influencer collaborations
- Add social proof to product pages and beyond
- Develop abandoned cart email campaigns
- Reward customers for their loyalty
1. Optimize your product pages
Whether or not you’re utilizing an ecommerce platform like Shopify or have a WordPress web site, you’ll must optimize product pages for ecommerce SEO. This can assist enhance your probabilities of showing in natural search outcomes on Google.
Begin by conducting keyword research to search out related key phrases that align with the client’s intent to purchase. To seek out the candy spot, give attention to key phrases with increased search quantity and decrease competitors.
To optimize your product pages, use these key phrases within the title, headings, product description, meta description, and alt-text. The perfect product descriptions discover a stability between search-friendly key phrases and persuasive copy.
To optimize product pictures, compress the recordsdata so that you preserve the prime quality of the pictures with out sacrificing quick load occasions (here’s a walkthrough). You should definitely select images which are professional-quality, well-lit, and precisely characterize your product.
Right here’s a terrific instance of an optimized product web page from Birchbox, a magnificence subscription field. The content material above the fold clarifies what the product is and the way it advantages the client. The pricing can be clear with a easy “add to cart” button.
Under the highest part, Birchbox breaks down the product’s highlights, offers directions for utilizing it, and features a checklist of elements, so clients know precisely what to anticipate once they buy.
2. Optimize your web site for cell
Make the net purchasing expertise as seamless as doable by optimizing your ecommerce website for cell units. Magnificence customers ought to have the ability to discover what they’re on the lookout for and take a look at shortly from their telephones.
No one likes scrolling by means of a clunky menu when all they wish to do is seize their favourite lip gloss. Hold your cell web site easy with straightforward navigation, clear web site design, and parts (like buttons, textual content, and pricing) which are giant sufficient to learn on small machine screens.
Check your cell web site on varied units to be sure you can scroll, learn, and take a look at your pictures with out a lot hassle. The pages also needs to load shortly. In the event that they don’t, you might must compress your pictures.
3. Create compelling, audience-targeted content material
Keep in mind these key phrases we talked about earlier? You’ll wish to constantly replace your key phrase checklist to incorporate new alternatives to rank. Then, use these key phrases to develop compelling, optimized content material like weblog posts.
“Since magnificence is such a visible trade and traits come and go quickly, ongoing key phrase analysis is a should on this vertical,” says Nicole Goodnough, senior paid social media supervisor at HawkSEM.
“Pondering like a client and creating weblog and video content material (sure, video is for search engine marketing!) for tutorials and product evaluations might be an efficient solution to enhance search engine marketing rankings and natural efficiency — for each on-site search engine marketing and social SEO,” she provides.
Prose is a good instance of a model that recurrently creates optimized weblog content material on completely different magnificence matters and traits. The weblog options tutorials and skilled recommendation on hair and pores and skin well being.
4. Construct customized e mail advertising and marketing campaigns
E mail advertising and marketing is without doubt one of the finest channels for rising ecommerce gross sales. It’s consent-based, reasonably priced, and straightforward to personalize primarily based on segmentation knowledge.
As you acquire emails by means of a pop-up or banner in your web site, phase your checklist to ship extra related and customized messages to your viewers.
Listed here are only a few methods you may phase your viewers and create customized e mail campaigns:
- Demographics: If market analysis reveals sure demographics usually tend to buy sure merchandise, you need to use this info to focus on these teams when selling related merchandise.
- Buy historical past: Use buy historical past knowledge to make customized product suggestions. You’ll be able to advocate related or complementary merchandise and even remind clients when it’s time to buy their favourite product once more.
- Buyer journey: Ship particular promotions primarily based on the client journey stage. For example, you may ship an introductory promotion to new clients or a re-engagement marketing campaign to clients who haven’t bought shortly.
- Occasion-based: Ship e mail campaigns for occasions like Valentine’s Day or Mom’s Day. You’ll be able to even create campaigns round private occasions like birthdays to make your loyal clients really feel particular.
- Psychographics: Section your checklist primarily based on psychographic info like magnificence pursuits and way of life. Ship customized product suggestions and particular promotions primarily based on this knowledge.
Sephora is a good instance of a magnificence model that makes use of the knowledge it collects from its viewers to create extra related content material. The corporate collects info from clients’ magnificence profiles and quiz outcomes to supply customized product suggestions.
The next e mail was despatched with the topic line “Magnificence together with your title on it.” The e-mail not solely recommends a related product primarily based on the patron’s shopping for conduct but in addition provides a way of urgency by offering a promo code.
5. Leverage UGC and wonder influencer collaborations
Influencer advertising and marketing isn’t going wherever. Actually, the market measurement is anticipated to develop by practically 13% to $19 billion in 2024.
By sponsored content material or gifted merchandise, on-line magnificence manufacturers can use user-generated content (UGC) and influencer advertising and marketing campaigns to develop on-line gross sales. These campaigns permit firms to leverage influencers’ audiences and the belief they’ve already constructed.
“UGC brings a degree of authenticity that model content material can’t all the time obtain,” says Goodnough. “As customers, we are inclined to belief our buddies (IRL and on-line) and folks we comply with on social media greater than an organization as a result of it feels extra actual.”
She provides that one in every of her shoppers, Sweet July Skin, has a terrific creator partnership program, and their UGC constantly outperforms content material from the model.
6. Add social proof to product pages and past
Product evaluations are a type of social proof that may go a great distance in serving to potential clients see the worth of your merchandise. Actually, 97% of consumers say on-line evaluations affect their shopping for selections.
Ulta Beauty does a wonderful job of together with social proof on its product pages. Right here’s an instance of a perfume product web page on Ulta’s web site:
Scrolling by means of the web page, you’ll discover a part the place clients can go away evaluations on the product. Consumers can shortly see a 1-5 star ranking and the professionals and cons of the product primarily based on written buyer evaluations.
These evaluations permit Ulta Magnificence to make use of social proof to its benefit whereas additionally serving to patrons make an knowledgeable buying resolution.
Product pages aren’t the one place to make use of social proof. You too can use quotes and pictures from evaluations to indicate the advantages of your magnificence merchandise, like this e mail from Truly Beauty:
Really goes past simply sharing textual content from the evaluations. It additionally reveals the earlier than and after images clients have shared to indicate the transformation its merchandise can provide.
7. Develop deserted cart e mail campaigns
Deserted cart emails encourage clients to return to your magnificence ecommerce web site and full their buy. These emails assist remind clients of what they left behind with the aim of recovering misplaced gross sales.
Ship the primary deserted cart e mail inside a couple of hours of the cart being deserted. Embrace pictures of the merchandise they’ve left behind within the cart to benefit from the patron’s curiosity and recapture their consideration.
Use a transparent call-to-action that leads them again to the cart for checkout. By making it straightforward for them to checkout, you’re eradicating any friction within the gross sales course of.
Providing an incentive with a deadline helps add urgency and encourages the patron to take a look at sooner somewhat than later. For finest outcomes, make it clear within the e mail what the promotion is, find out how to use it, and when it expires.
8. Reward clients for his or her loyalty
Loyalty applications are an typically missed ecommerce growth strategy. Nonetheless, these applications is usually a game-changer for retaining clients, encouraging repeat purchases, and rising the frequency of referrals.
To get began, select a loyalty program that aligns together with your model. The preferred varieties are points-based applications and tiered rewards.
Factors-based applications reward clients factors for particular actions like repeat purchases, subscriptions, and referrals. MAC makes use of a points-based loyalty program that permits clients to redeem their factors for various merchandise.
Tiered-based applications provide clients various kinds of rewards primarily based on their spending degree.
Sephora’s Magnificence Insider program is a hybrid program that permits members to earn 1 level per $1 spent, which they will redeem without spending a dime samples. The corporate combines this with a tiered system that offers you much more advantages, the more cash you spend.
3 traits to look at for in 2024 and past
To remain forward of your opponents, you could control magnificence ecommerce traits. Listed here are three that we expect can be most impactful this yr and past:
1. Digital purchasing experiences
Augmented actuality (AR) is reworking how customers store for magnificence merchandise on-line. From make-up try-ons to skincare evaluation, this expertise is used to offer a extra customized expertise for patrons who’re looking for cosmetics, skincare, and hair care merchandise.
Fenty Beauty is a well-liked model that’s utilizing AR filters on TikTok to assist clients discover the merchandise that work finest for them. The Eaze Drop Shade Match filter, which permits folks to search out their basis shade, presently has 27.1k movies.
Gone are the times of getting to go to attempt cosmetics in-store earlier than shopping for. Now, you may simply pop into TikTok and discover the right shade earlier than ordering it on-line.
2. Influencer and model partnerships
Whereas influencer advertising and marketing has seen some modifications over time, it stays an impactful manner for hair, make-up, and skincare manufacturers to succeed in their goal audiences. Shopify reviews that 69% of consumers say they belief influencer suggestions, particularly with regards to magnificence and private care.
“Constructing model belief with one thing as private as magnificence, skincare, well being, and way of life is tough,” Goodnough says. “Partnering with influencers and creators who mirror your organization’s values and might join together with your goal market is a superb solution to introduce your model to new clients and set up belief.”
Influencer advertising and marketing is now not only for celebrities with over one million followers. Extra manufacturers are beginning to work with nano-influencers (1,000-5,000 followers), micro-influencers (5,000-20,000 followers), and mid-tier influencers (20,000-100,000 followers) as a result of they have an inclination to have increased engagement charges than these with 100,000+ followers.
Glossier is a good instance of a magnificence ecommerce model that used influencer advertising and marketing to construct an viewers of loyal followers. The corporate works with everybody from main celebrities to smaller magnificence influencers to showcase their cosmetics and skincare merchandise.
CEO Emily Weiss informed Shopify she really credit “common ladies who promote the model devoutly” for Glossier’s success. The wonder model’s continued dedication to model partnerships with magnificence creators in any respect ranges reveals simply how profitable skincare and cosmetics manufacturers might be by leveraging the facility of user-generated content material.
3. Hyper personalization
Personalization is now not a nice-to-have within the magnificence ecommerce trade. In actuality, 71% of consumers anticipate firms to ship a personalised purchasing expertise, and 76% get annoyed once they don’t.
Personalization not solely helps set you aside from different ecommerce magnificence firms, nevertheless it additionally offers higher buyer outcomes, thus boosting conversion charges.
Sephora is a magnificence retailer that excels at offering a personalised buyer expertise.
Whenever you log into their web site, you create a magnificence profile that features private info like your pores and skin kind, pores and skin considerations, pores and skin tone, hair kind, hair texture, hair colour, ingredient preferences, purchasing preferences, and favourite manufacturers.
Sephora makes use of this info to offer customized product suggestions on the location and in-app. The corporate additionally contains info from earlier purchases and interactions with the location in its suggestions.
(Picture: Sephora screenshot)
To take personalization one step additional, Sephora has quizzes clients can take to search out the merchandise that match their wants. The corporate additionally elements within the quiz responses when making product suggestions.
The takeaway
Because the direct-to-consumer magnificence market continues to develop, manufacturers might want to use a wide range of methods and ways to get their new magnificence merchandise in entrance of internet buyers. The traits and ways you’ve realized right here will assist your model keep forward of the competitors and drive extra on-line gross sales.
In case you want help with magnificence ecommerce advertising and marketing, we’d love to assist. HawkSEM’s seasoned crew contains ecommerce advertising and marketing consultants with expertise creating each natural and paid advertising and marketing campaigns.
Book a consultation to see how we may help you attain your ecommerce objectives.
