Social media is perfect for brands that want to sell more faster, and beauty brands in particular have a chance to rock out on Facebook. The beauty industry is visual, which makes social media the perfect method of marketing for beauty businesses.
According to Pew Research Center, 69% of adult women in the U.S. use Facebook. It's the most widely used social media platform, and if you're thinking what I'm thinking, there's no doubt you'll be able to find, connect and engage with your audience there.
Here are four ways to use Facebook to sell more beauty products:
1. Engage your community.
Community building should be one of the main goals for your Facebook marketing. Take a look at your Facebook wall and observe the types of posts that are shared by yourself and your friends. You’ll find photos of families and new babies, engagement announcements, and any number of personal memories. In order to reach more women customers, you’ll need to find ways to connect with your audience on this deep and personal level.
You can do this by joining the groups that your community follows or sharing content from pages that your community likes. Watch for opportunities to ask them questions about their beauty routine or their favorite beauty products. Be of service to your online community and respond to comments on your Facebook page and others. Encourage your followers to share photos, beauty tips and write reviews. Many beauty brands feature their fans and customers as ambassadors on social media, so consider using this tactic for your own beauty business.
2. Share valuable content, and sales will come.
Beauty products are more than just the physical product. Their value extends into how the product makes the customer feel, how convenient it is, or other benefits. Help customers fall in love with your beauty product by posting content with value, and the sales will surely come.
Facebook was designed to be a community platform, before it ever was a sales tool. Share tutorials of your product, before and after photos, best practices and tips, you name it, and be mindful of the amount of content that doubles as a sales pitch. Your goal is to share content that helps customers learn more about how to solve their problem, with or without your product (well, mostly with your product).
3. Don't be afraid to use video.
Video content has long gained more views and engagement than photos, or text only posts. Since beauty products are often visual, video is a great way to build buzz and awareness for your product, as well as educate customers in a more personable way.
In addition to pre-produced video, you can use Facebook to sell more beauty products by shooting a live video. In as little as two minutes, you can stream a short product demonstration, or share a product announcement. You can even use Facebook live to address frequently asked questions.
4. Run a contest or giveaway.
Combine the communal nature of Facebook with the novelty of a giveaway, and you’ve got yourself a potentially viral campaign. User-generated content, or UGC is some of the most widely shared content across the web. Customers look to brands for ideas on what content they should create and share, and what better way to provide that guidance than with a contest or giveaway.
You can structure your giveaway so that fans like your page, tag friends, or share your original contest post to enter to win. If you want to get fancy, you might ask fans to share what they love about your brand through a short video, or post a selfie using the hashtag you’ve set for the contest. Facebook has a few guidelines for contests and giveaways, so be sure to read up on them before you begin your campaign!
Facebook, along with other social media platforms can be a vital part of your marketing strategy.
If you want to use Facebook to sell more beauty products, consider setting up a free marketing assessment. Social Savvy Consulting Group provides social media management for beauty businesses, and it would be my pleasure to help you find the sweet spot between content and marketing!