Author: Ayandola Ayanleke 

Having the right beauty brand marketing plan can make all the difference in the highly competitive beauty industry. How do you make your brand stand out in an industry where customers have countless options? As a beauty SME, especially, this is where innovative beauty marketing strategies come in. Although you may not have the budget of major beauty giants, with the right SME marketing strategies, you can still attract customers and grow your brand. Follow along as we discuss how. 

10 Marketing Tips for Beauty Brands

1. UGC Marketing

Nothing builds trust faster than real people raving about your products. Potential customers will believe another customer before they believe you, because why not? You are trying to sell, so you will likely tell them what they want to hear. However, customers trust real users to be honest about their experiences. This is why User-Generated Content (UGC) marketing is a game-changer for beauty brands. When customers post reviews, unboxings, or tutorials using your products, it creates authentic social proof. So, when they do, make sure to reshare; not only will it increase sales, but it will encourage other users to do the same. Customers enjoy being seen by the brands they support. However, you cannot afford to wait for customers to post UGC content. Be proactive and encourage some by running contests or offering incentives for posting them.

2. Organic SEO

You most likely found this article because we rank highly on Google; you can do the same to ensure prospects find you on search engines. If your beauty brand isn’t ranking on Google, you’re missing out on a huge number of potential customers. The best thing about organic SEO is that it helps you get found without paying for ads. Start by optimizing your website with beauty-related keywords, then write blog posts on trending skincare or makeup tips that your customers will find valuable. You don’t need a big budget to get this done as you can hire a freelancer or a fractional team on AMAKA to bypass the overhead cost of hiring a full-time SEO writer. The last thing is to make sure your site loads fast. That way, when people find your content, they are not frustrated and move on to the next website or social page. The more clicks you get on your website, the higher your sales will be. 

3. Offer Free Samples/Exclusive Discounts

Who doesn’t love a freebie? That’s why offering free samples or exclusive discounts is a proven skincare marketing strategy to win over customers. With this, you get people to experience your product for free, and once they fall in love with it, they’ll come back for more. A good way to do this is to include a free mini product with purchases or offer a discount code to first-time buyers. It’s a small investment that can lead to long-term brand loyalty.

4. Selling on Multiple Marketplaces/Platforms

Your beauty business's growth depends on expanding beyond a single platform. Sell on multiple marketplaces like Amazon, Etsy, Instagram Shop or your brand’s online store because your customers are not going to be concentrated on one platform. While some prefer shopping on major e-commerce sites, others love buying directly from brand websites. Being everywhere your audience shops means more visibility and sales.

5. Influencer Collaborations

Teaming up with beauty influencers gives you direct access to your target audience. They already have the audience you need, so the hard work of finding them has been done. Find micro or macro influencers who align with your brand. For instance, if your brand caters to Black people, you can hire Black beauty influencers on AMAKA and have them showcase your products through tutorials, reviews, or GRWM (Get Ready With Me) style videos. 

The reason beauty influencer marketing is so effective is that their followers trust them, which means instant credibility for your brand. A single viral post from an influencer can massively increase your sales. AMAKA has a whole community of micro and macro influencers - find out more information about it here.

6. Engaging Social Media Content

Posting pretty product photos isn’t enough; your social media needs personality. Effective social media marketing for beauty brands requires creating interactive content like polls, Q&As, behind-the-scenes clips, and beauty hacks to keep your audience engaged. Moreover, video content, especially on TikTok and Instagram Reels, is a goldmine for visibility. The more fun and informative your content is, the more likely people will follow, share, and ultimately buy from you.

7. Email Marketing with Personalisation

Some customers will stay loyal regardless of how you communicate with them. Others need consistent communication to keep you in their minds. This is where email marketing comes in. Don’t let your email list collect dust. Rather, use it to send consistent and personalised emails with exclusive deals, beauty tips, and product recommendations based on past purchases. A well-timed email about a restock or special offer can bring customers back to your site. Add in some stunning visuals and a catchy subject line, and you’ve got a marketing tool that keeps working behind the scenes.

8. Loyalty and Referral Programs

Giving your customers a reason to keep coming back is one of the beauty product promotion ideas you cannot go wrong with. Create loyalty programs with points for purchases, referrals, or social shares to encourage repeat buyers to partner with you or buy more. 

Word-of-mouth marketing is incredibly powerful. So, encourage it by rewarding existing customers for bringing in new ones. When people feel valued, they not only stick around but also become brand ambassadors who spread the word about your products.

9. Live Streaming and Tutorials

People love seeing beauty products in action before they buy. Host live streaming sessions on Instagram, TikTok, or YouTube to showcase new launches, demonstrate how-tos, or answer customer questions in real-time. It builds trust, boosts engagement, and creates a personal connection with your audience. 

10. Brand Storytelling

See your brand as more than just products, but a story that people can connect to. Does your brand have a mission? That can be your brand story. For instance, is your brand promoting cruelty-free beauty, sustainability, or inclusivity? If so, share that story. Share your journey, your values, and what makes your brand unique. Tell the stories through your website, social media, and even packaging. When customers feel emotionally connected to your brand, they’re more likely to support and stay loyal to it.

Growing a beauty brand requires smart strategies, consistency, and creativity. But let’s be real; running a business and handling marketing at the same time isn’t easy. AMAKA’s fractional team can help with that. Schedule a meeting today and let’s take your beauty business to the next level.

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