8 tips for creating a successful inbound marketing strategy in the beauty industry

The beauty industry is today one of the most powerful, due, above all, to the large volume of sales it generates. With strong competition, leveraging every tool is essential. The application of inbound marketing techniques in the beauty sector can make a brand a benchmark capable of generating significant revenue..

Thanks to content marketing, you develop a strategy to connect with customers interested in the beauty sector. In the same way, you can follow a purchase process, as well as the degree of loyalty of your community.

How do beauty brands benefit from using inbound marketing?

Inbound marketing adapts low-investment techniques to leverage brand elements to build online visibility and build community. It provides direct business benefits without the need for additional advertising spend.

Beauty brands are benefiting from content marketing techniques by discover the method by which customers want to buy beauty products Of the brand. In addition, the decision-making process and the need of said customer to acquire these products or services satisfactorily are identified.

On the other hand, qualified marketing contacts (MQL) are increased and lead generation is improved, which in the long run means an increase in interactions. on the website or social platforms.

8 tips for creating a successful inbound marketing strategy in the beauty industry

The correct use of inbound marketing in the beauty industry can lead to a brand community that is more loyal to your values ​​and active in your actions.

Now you can start designing innovative strategies to create successful campaigns.

1.- Improve search engine positioning through content

To be successful in your campaigns with inbound marketing techniques, you need to focus on quality content generation. And in parallel, activate a web page that offers relevant information to meet the needs of the user and the potential customer.

Likewise, it is relevant to provide interesting data on the beauty sector on your website and on your social profiles.

But attracting your potential audience to your brand is no easy task. Nevertheless, there are three concepts that will help you improve organic traffic and improve visits through Google searches:

• keyword research. Identify your brand’s buyer persona and research beauty and cosmetics related keywords. List ideas and visualize search volumes with tools like Google Ads Word Planner or Ubersuggest.
• SEO on the page. To improve positioning, apply SEO techniques to your content, such as information structuring, title, meta description, slug, and loading speed.
• Off-Page SEO. These methods are applied to positioning outside the web portal with the use of established techniques such as Guest Blogging or link building, among others.

2.- Open a YouTube channel and a podcast

The use of Engaging media content containing information about your brand can be a great attraction to boost your engagement. Start by creating a channel on YouTube, or another similar platform, to upload videos with valuable content for your subscribers, such as tips and recommendations for products of interest.

The podcast is an alternative that allows you to create weekly shows in online radio format. In this type of proposal, you combine the most dynamic content with innovative themes, for example, interviews with experts or introduce testimonials that allow interrelation and feedback with your audiences.

3.- Creation of leads to get more visits

According to Hubspot in its report “The State of Inbound” 70% of marketing agencies in their inbound techniques prioritize lead generation in sales opportunities. Your content alone will not be able to position itself and achieve qualitative traffic unless you develop lead generation strategies.

The basis is to create downloadable or subscription information. In this way, the new user interested in what is offered will add their information and data in a form. It will therefore become a track that aspires to be of great value in the future.

Some of the types of content you can offer include:

• Solutions. Customers are often looking for answers to the needs they have right now. The same thing happens in all sectors. Guides or manuals on a specific topic generally work very well in inbound marketing strategies for the beauty industry.
• Reports or statistics. Users interested in this area are constantly looking for information. Also, if you submit these reports as press releases for publication in the media, you get more external links and qualitative opinions.
• webinars. The contents of conferences or group discussions are an alternative to propose topics of interest to attract users.
• Free trials or free tests. This content works great for letting your customers know what your brand looks like. For its effectiveness, the ideal is to add a form that provides detailed and potentially useful information for the company.

4.- Use a database

Having complete information about your community and their preferences is a good roadmap for working on inbound marketing in the beauty industry.

Once your customers trust your brand, they provide more information over time. And, in turn, they want to keep getting interesting facts and new information about your products and services.

5.- Enable collection channels

Passive channels, from landing pages, forms on your website, or social media, are your first recruiting options. These media become a series of channels where your users access your brand indefinitely and can become part of your database.

On a landing page you have the possibility to continue to increase your number of qualified leads. In contrast, in other channels such as forms or social media, you need more frequent information updates to be more effective.

6.- Automation with lead nurturing

Getting a prospect to make a final sale starts with working on personalization strategies. These types of actions are based on lead nurturing, which offers brand support.

Moreover, it feeds the user through personalized content link and trusts the services provided by the company. Among its advantages are the following:

• Help improve the return on investment of your campaigns.
• It digs deeper into the use of your users’ data with useful insights.
• You save resources and time in the follow-up areas of your customers.
• You have less risk of rejections and dropouts in mass message content that is sent in a timely manner.

Another technique is the marketing automation application, in which a series of pre-designed and scheduled messages and communications. It uses personalized content that guides the buying process until you become an end customer.

7.- Generate a community

In your marketing strategy, creating your own community in relation to your beauty brand is the central point of creating content for a successful campaign. In this sense, giving visibility to profiles on social networks that identify with your buyer is your starting point.

On the other hand, to increase the number of followers on social networks, several elements must be taken into account, such as the frequent publication of content, causing interactivity in one’s own community and the massive distribution of content on various platforms.

Also running contests, sweepstakes and promotions will help you position yourself in the industry. Running social ad campaigns will help you add more engagement and interactivity, as well as expand your network of followers.

8.- Positive positioning of your beauty brand

The perception of your users will be positive with your content in the long run thanks to the fact that you share information with your audience that corresponds to their interests. With valuable resources, data, and topics that meet a need or solve a problem, you can positively influence the buying decision.

With inbound marketing, you get more engagement from your customers by creating positive experiences for your target audience. The purchase process is closer between the user and the brand, so a good impression is created to relate to the services and beauty products you offer.

It’s now up to you to successfully apply inbound marketing in the beauty sector. And so, establish the different dynamics and steps to follow to properly design your own marketing strategy. Start boosting your campaigns to build customer loyalty.

For information and advice on inbound marketing strategies, at Antevenio we have the tools to solve your problems. Just contact us and we’ll start promoting your new campaigns.