The beauty industry consists of four main categories: makeup, haircare, skincare and fragrance. With remarkable growth every year, the market is set to reach approximately $580 billion in sales by 2027. Interestingly, online sales have contributed significantly to this increase. E-Commerce beauty product sales in 2022 almost quadrupled the number of sales in 2015, according to insights from McKinsey & Company.
E-commerce marketing for beauty brands is essential for brand growth and increased sales, as online shopping continues to rise in popularity. To ensure your beauty business benefits from expanding e-commerce sales, it’s important to consider the support of an e-commerce marketing agency. Integrating expert assistance will help to improve your promotional efforts and encourage success.
What is E-Commerce Marketing?
This type of marketing refers to digital promotional activity and content that aims to increase brand exposure, sales, and loyalty. There are several techniques within this marketing strategy, including SEO, influencer marketing, paid adverts, and more.
Numerous benefits, additional to sales, can be harnessed when implementing successful e-commerce marketing. A prominent advantage is improved brand credibility and customer loyalty, created by shaping an appealing reputation for your beauty brand. Another advantage comes from the expanded reach achieved with elevated online exposure. This will ultimately ensure that potential customers are introduced to your beauty business and products to encourage conversions.
Search Engine Optimisation
A crucial area in e-commerce marketing for beauty brands is search engine optimisation (SEO). The aim of SEO is to improve the ranking of your webpage on search engine results pages. When customers use search terms related to your brand and products, this will help in leading them to your site. This could be for general beauty product searches, such as ‘anti-ageing face cream’ or brand searches like ‘sustainable beauty brands’. Effective SEO will lead organic traffic to your website, exposing your brand and products to new potential customers.
There are various SEO best practices that should be integrated into e-commerce marketing for beauty brands to enhance chances of success. For example, using relevant keywords effectively in product copy, blogs, and URLS as well as utilisng backlinks. Employing the help of an expert e-commerce marketing agency can simplify the technicalities of SEO and increase results.
Email/SMS Marketing
Another useful strategy within e-commerce marketing for beauty brands is email and SMS marketing. When your beauty company has special offers, promotions, or other important updates, customers should be notified promptly. A great way to do this is through email and SMS marketing. There are numerous ways that this strategy can be utilised to improve sales and overall brand image. For example, a newsletter can be used with relevant information to keep your beauty brand on the radar for customers.
Additionally, including offers or sales information in emails/messages can be useful in encouraging repeat sales and cart abandonment recovery. When successful, following these sales up with requests for feedback can be especially useful. Positive feedback and reviews help to enhance reliability and credibility of your company.
In order to generate subscribers for emails or SMS marketing, you must have an area on your website that allows for sign-ups. The higher the number of recipients for this form of marketing, the higher your chances are of increasing sales. However, it must be remembered that striking a balance between effective reminders and spam is key. Crossing that line will become counterproductive and could negatively impact your reputation with customers.
Influencer Marketing
Working with individuals on social media platforms is a great way to increase visibility and trust for your brand. This is especially important in e-commerce marketing for beauty brands. When buying products online, customers may not be able to test the products, causing uncertainty. Partnering with influencers can help by enabling a demonstration and advocacy for your brand’s products.
By selecting a well-suited spokesperson, you can also increase exposure to ideal, potential customers. This exposure, and portrayal of authenticity, typically has a very positive effect on sales. In fact, more than 65% of consumers buy a product after hearing reviews from influencers, according to Influencer Marketing Hub.
As the beauty industry is distinctly personal and diverse, choosing appropriate influencers to represent your products is imperative. Customers have varying requirements from beauty items, with a number of skin types, styles, and other factors affecting their purchasing decisions. Moreover, the correlation between your brand’s specifications and the individual endorsing the products should be carefully considered. To ensure the best influencer is chosen for your brand, it’s beneficial to work with an e-commerce marketing agency, like VerriBerri.
Mobile Optimisation
When browsing and buying beauty products, many consumers use their mobile phone. Particularly following social media searches, customers will remain on the same device to complete their customer journey. This is particularly true with affiliated, promotional content that leads the viewer directly to the online store with a link. In fact, an estimated 62.7% of products in the online beauty industry were purchased by mobile in 2023, according to Statista.
Because of this, it’s important that your website is completely optimised for mobile. Compatibility for all devices is key in ensuring your business can maximise sales. If a website doesn’t work efficiently for customers, they may not be able to complete their purchase. Even if the web page works, but has some technical issues, this could be enough to lose your company sales. Consumers expect their entire shopping experience to be seamless and free of issues.
This means that the following aspects must be considered for the mobile optimisation of your website:
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Design: The layout, text, images, and any other aspects must automatically adjust to the device’s screen size and orientation.
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Navigation: The buttons and other interactive elements must be responsive and accessible with touch screen adaption.
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Content: All images/text must be visible and readable in the mobile phone orientation, without zooming or adjusting.
Enquire Today!
In order to execute effective e-commerce marketing for beauty brands, the main areas mentioned above must be addressed. Without expert help, it can be difficult to productively maximise every technique. When you work with our award-winning marketing agency, however, we can ensure your business gets the correct support at every stage of the process.
Get in touch with our team to find out how we can support you by clicking here or by calling us on 01376 386 850.