When dealing with social media networking, does it really change depending on what you’re selling? This is an important question that far too few business people take the time to ask, much less rationally consider. People often ignore that selling something like diet supplements isn’t the same as selling something like an anti-aging beauty cream, even though both deal with the way people look.
It’s crucial to identify the differences between products, even those that are seemingly related, as each niche has its own characteristics, requiring a specific approach.
The beauty market is no different. If you’re a brand interested in using sites like Facebook and Twitter to promote beauty-based products and services, remember that it’s imperative to deliver to engage consumers in a manner that is relevant, engaging and inspires them to act.
7 Ways Beauty Sells on Social Media Sites
Hair products, wrinkle creams, makeup, fashionable clothing – these are all very visual items. A product description doesn’t do them justice. If you want to promote these types of products via social media, then you need to be very visual in your presentation. Think about photos, infographics and videos over text-based ads and promotions. Pinterest leads the way with it’s artfully crafted boards of imagery.
Displaying Effective Evidence
Your personal beauty brand is up against a lot of competition online. One of the best ways to separate yourself from your competitors is to show that your products deliver something that others don’t. You do this by displaying effective evidence of your product in action. Real user reviews, testimonials and other evidence will put you in a good position with the niche you’re targeting.
Engaging with an Audience
What exactly is engagement in a social media context? There are different aspects of engagement to consider. You have the engagement of participating in a conversation. Then you have the engagement of taking actions, such as a click-through, a sign-up, etc. Engagement also means sharing material and spreading your brand around. When you work to engage via social media, you have to focus on material that will induce actions, promote sharing, and start a dialogue.
Being a Personal Brand
When you’re using Facebook for business, it’s easy to do it by rote, instead of showcasing the unique voice that makes your brand. For beauty, this falls short of the mark, as beauty consumers look for brands to which they can relate. Showing personality in your dialogue builds rapport and develops trust, key for converting those viewers into purchasers.
The best social media campaigns tie in different social networking sites for cross-promotion. This includes your main website, possibly a blog, Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and any other social site you’re on. Adding buttons and a subscription feed and other tools to cross-promote will help you not only to build a solid network but also to deliver pertinent information to your audience quickly and effectively.
Targeting the Right Audience
Different products you’re selling or services you’re promoting will be targeting different demographic and psychographic slices. For instance, anti-aging products and acne treatments may appeal to similar consumers, but the approach is different. Tailor your marketing and use the tools available to make sure you reach the right audience and put them in a receptive headspace.
Even if you manage to meet the needs of your market, you still have to seal the deal. Discounts, promotions, contests and giveaways all can add perceived value to your brand. They also deliver to your customers a thank you for purchases already made and the incentive to purchase again in the future.
A tip left off of this specific list due to the fact that it’s universal for any social business: track your results. Only then will you understand what’s working and what isn’t. These seven tips listed above will have to be tweaked and perfected as you move along. Stay out in front of your efforts to ensure smooth sailing.
If you can put your focus on the right places, you can be successful promoting your beauty-based products and services via social media.
About the Author: Craig Robinson is a Freelance Writer for the facebook ad management tool – Qwaya. Craig loves to explore new ideas and knowledge about social media.