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How to Rock Digital Marketing as a Beauty Brand in 2018

Now that 2018 is in full swing, it’s time to come out of vacation mode and get down to business with a digital marketing plan for the year. As a social media strategist for small and woman-owned businesses, I’ve had the pleasure of working with several beauty brands that are rocking it on social media and beyond – but they didn’t get there by mistake.

Need a push in the right direction to elevate your digital marketing game in 2018? Here are three ways that you can put your beauty brand in the spotlight this year.

  1. Invest in video and use it everywhere. 

We’ve heard it time and time again: Video is the future of digital marketing. But if you haven’t invested in producing high-quality video content for your brand just yet, it isn’t too late! Investing in just one longform video for your brand will elevate your digital marketing presence tenfold through video cut-downs for social media, email and ecommerce.

Look to beauty brands like Glossier and Sephora for inspiration in the video department. Both brands have mastered the art of producing short, snappy beauty videos that catch the attention of viewers and get their point across in less than 10 seconds.

  1. Leverage the power of digital influencers.

Don’t have the time or resources to shoot content optimized for social media? Let beauty influencers do it for you. Not only does working with influencers give your brand a boost by delivering an 11x higher ROI than more traditional forms of digital marketing, but putting your brand into the hands of digital content creators will provide you with an arsenal of user-generated content to repurpose on social media and beyond for a fraction of the cost of a styled and produced photoshoot.

Not convinced? Take a cue from MAC Cosmetics, Physician’s Formula and Milk Makeup, all of whom incorporate influencer-generated content as a part of their digital marketing.

  1. Deliver hyper-targeted messaging across all channels.

If you haven’t nailed down your social media advertising audiences and email segments, now’s the time! Now more than ever, it’s important to help your beauty brand stand out in all of the chatter through hyper-targeted and relevant digital marketing messaging.

What does this look like? Let’s say you’re running a social media ad to promote your latest line of lipsticks or a sale on hair products. Rather than targeting a broad audience who may need your product, drill down your demographic criteria to reach the most relevant consumers: fans of similar brands, recent purchasers of beauty products and fans of certain products will all suffice here.

As for email segmentation, keep track of your purchasers through a CRM tool and analyze their purchasing behavior: Do certain clusters of consumers demonstrate a propensity for purchasing mainly skin care products from you? Then they should be receiving email messaging that favors those products. There’s no longer a place for one-size-fits-all messaging in digital marketing – consumers are seeking a personalized experience.

What digital marketing trends are you most looking forward to implementing in your brand’s marketing plan this year? Whether it’s tapping into a network of beauty influencers, investing time into segmented messaging or putting together your first branded video, elevating your brand in the digital space will pay off.

Lindsay Scholz is a brand and social media designer at Lindsay Scholz LLC, where she helps creatives and small businesses establish a purposeful digital presence. Prior to taking the leap into small business ownership, Lindsay held various roles in PR, advertising and social media with notable companies like footwear corporation Caleres and J. Walter Thompson Atlanta, where her expertise and work was featured by the likes of USA Today, Fast Company, Huffington Post Live and more. Lindsay currently resides in St. Louis with her husband and two Australian Cattle Dogs, River and Brooke.

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