Don’t know where to start and what are the core areas to be covered while you run behind a brand strategy for your E-commerce beauty site and help it reach a stage of success by propagating the right idea and message? Want an ideal & practically applicable strategy for it?
Plus do u need to boost your online sales & conversions in the initial stages and for further long term plans?
Then you are in the right place as this article covers topics specifically related to it and also in a general way for marketing other types of E-commerce Products. So stay tuned.
A Broad overview of the areas to be covered stepwise while creating the Strategy are as follows –
1. A Proper market research
2. Choosing your Niche of Beauty products.
3. Unique Branding and Packaging.
4. Sourcing materials and E-commerce Platform.
5. Marketing Strategy.
6. Operational Logistics and CRM.
7. Long term Plans for future growth.
A Proper Market research :
In the initial stage, conducting a proper market fit research into the existing product landscape. as well as potential customers and their needs are vital. It helps in determining the viability of your Business.
The 3 core areas to focus on within this stage are –
Targeting audience – Creating a Buyer persona so as to identify the ideal customer characteristics for your brand by understanding customer psychology ( i.e whom to sell ) .
Keeping an eye always on the Marketing Trends – Means choosing wisely regarding what to sell, how to sell, How to manage inventory and stock, and Order tracking.
Competition analysis – Identifying your National and Global competitors in this niche and incorporating the best things from their strategies rather than the whole strategy so as to maintain efficiency within your approach. Ex- Nykaa.com , Mamaearth.com etc..
What is the Targeting audience we must look for in the beauty brands business?
Women between the age of 25 – 54 in Tier 1 to Tier 4 areas are a suitable audience. The habits based on which we must target this audience segment is –
Diet & weight loss; Organic food eaters.
Dermatology/skincare routine followers.\
Hair & beauty.
Vegetarians.
Organic beauty & Skincare products.
Active makeup researchers .
Choosing your Niche of Beauty Products :
Identifying those products which have a good market, and are sustainable is essential for long term growth as the population is getting more aware & highly sensitive nowadays before buying a product regarding the product quality. Some categories of products you can choose for your site is –
Makeup – Face makeup, Lip products, Eye makeup etc..
Skincare, body lotion, Bath.
Haircare – Shampoo, oils, gels, Combs etc.
Men’s Grooming products.
Maternity and baby care products.
Unique Branding and Packaging :
Whenever we talk about branding, the usual perception we all relate to and think of is Logo and Name. But Branding is a broad term which involves organizing every aspect of your business the customer interactions. An ideal eCommerce Beauty brand should nail all the elements of branding which include from name and logo to font and colour palette to website design, imagery, Content, Advertising, Print etc.
For designing purposes in branding & packaging, a Freelancer can be hired in case one is not an expert in Design works so as to make the product appealing.
4 Key elements for building a brand –
Identify your business purpose.
Understand the type of customers you are engaging.
Establish the mission of your brand
Identify qualities and benefits provided by your brand and propagate these strong areas to the public.
Sourcing materials and an E-commerce Platform :
The Demand-supply gap must be matched i.e a steady flow/source of materials to meet customer demands must be present. Whether you choose to make your products or buy them from somewhere else , you need a steady stream of raw materials and finished products always to avoid shortages.
For an eCommerce store, you obviously need a robust eCommerce hosting platform, Having a website plus more importantly an efficient e-commerce hosting platform is essential for the success of the eCommerce store.
Marketing Strategy :
There are several different channels for engaging with your customers for aggravating beauty products sales online, and they are –
Social media marketing
Email marketing
Search engine marketing and Optimization.
Content marketing helps in increasing awareness among customers about the products and building trust. Ex- Blogs on beauty & cosmetics, Video content ( Makeup tutorials, DIYs) etc.
The main priority channels to focus on in Digital marketing strategy for your beauty brand are :
Youtube Marketing –
High-quality content is essential for the success of youtube marketing, We must focus on providing the target audience with consumable content such as beauty, personal care tips, makeup hacks & much more.
A wide arrange of content must be published to keep the audience engaged. Must assist & guide the consumers in selecting the right products and utilizing them correctly by providing a variety of “how-to” videos.
Platform Marketing –
Being an online commerce model. having an e-commerce store/website is bat the core of its marketing. So advertising your products, whether on a website or throy=ugh a mobile application has huge benefits and reaches the audience.
Social Media marketing –
Having accounts on many social media platforms to market the brand af=ggresively is crucial to get higher reach. The most suitable medium in y=this scenario is –
Instagram Marketing – Different types of content can be posted such as videos, images, reels, carousels, and infographics. Plus it has a huge amount of young audience which is highly required for the success of your strategy.
Facebook Marketing.
Twitter & Content Marketing.
Whatsapp Marketing –
With around 2 billion active users monthly, the Whatsapp Business app must be used by E-commerce sites initially in their marketing campaigns & utilise the opportunity by developing a Mobile ecommerce store alongside their websites and boost their sales by using its inbuilt features such s Catalogues(Showcasing your products), Automated replies, Pinning chats, Labels etc..
The other big to be noted is that it has a low or negligible cost of marketing relatively, plus has a high amount of audience reach with a 98% Open rate.
Search Engine Optimization (SEO) –
With the help of SEO Services, we can improve organic traffic and create brand visibility as ranking at 1st page in SERP is crucial for having high conversions in any business.
Implementing SEO to improve content with possible keywords that rank high in search results is required. Blogs must be optimized so that the articles are quickly indexed and searched by Google .
Email & Influencer Marketing
Operational costs and CRM ( Customer Relationship Management ) :
A strong logistics network is required to ensure that all the raw materials you need get to you in time along with on-time customer order fulfilment & carry out shipments.
Maintaining a good relationship with your customers by resolving customer pain points is crucial to ensure perpetual sales and business growth so that customers keep coming back.
Ensuring Future Growth :
A stagnant business is a dying business, it must be dynamic in its approach. You have to think about the future growth prospects for your business. What needs ideas to explore, what new technology to introduce, what markets to expand into, and many more. A business becomes successful by following up on long term goals.
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