Beauty Digital Marketing Guide: SEO, Facebook Marketing and Websites

Beauty Digital Marketing Guide: SEO, Facebook Marketing and Websites

The beauty business, formerly marketed through traditional channels, is shifting in terms of the ways consumers discover new trends, compare providers, and buy products and services. In the past, clients of spas, hair and nail salons, and other beauty-related service providers found out about services primarily through television, radio, and print advertising. Today, print advertising remains as strong as ever, and SEO, website marketing, and Facebook are rising to near the same levels of prominence in successful beauty marketing campaigns.

What’s causing the disruption? 

Millennials. This generation is now the leading target audience for health and beauty products and services, so it makes sense that where they go, marketers will follow. And that’s increasingly online. A recent Facebook for Business study revealed the following:

• Overall, 46% of make-up shoppers discover products online and 33% on mobile.
• Overall, 36% of facial skin care shoppers discover products online and 25% on mobile.
• Among younger consumers, 53% of make-up and 50% of facial skin care consumers discover new products on the Facebook family of apps.

• Facebook Marketing

Social media is already a mainstream marketing channel for beauty brands. Almost all beauty businesses are actively marketing on social media. Facebook marketing is ideal for beauty providers, because a social platform is perfect for creating resonant content conducive to emotion-related purchases. It enables you to create a distinct brand personality in the process of engaging with your customers and prospects.

To do this effectively, you need sourced content, relevant to your audience, known as curation; original content, known as creation; and fun content known as humanization. The combination of these types of content enable you to establish credibility and authority in your geographic area for your specific type of business. As a brand with credibility, people will like and follow your posts, share them, and take heed of your advice. They will follow links to your website where they will learn even more about your products and services.

Finally, no Facebook marketing plan is complete without offers. TEST offers early and often, and determines which offers produce the highest response rates, the highest conversion rates, and the highest profitability.

• Search Engine Optimization (SEO)

How will customers in need of your products and services find your brand online? The first thing they will do is search, usually on Google. For local beauty businesses, they will typically search the keyword for a service and the local city or zip code. Your website must be optimized for appearing on the first page of search rankings, and that only happens through effective planning.

Everyone knows the best place to hide a dead body is on the second page of Google. If you’re not on the first page of results, you’re simply not in the game. The Ad Pages SEO Network is an effective and fast way to add high quality content with authority to your website to boost your search rankings. We’ve taken an algorithmic approach to keeping pace with Google, Yahoo and Bing and work with a network that helps business owners build on their existing sites and connect with each other. This network will get your clients the content they need to rank and authority inbound links from competitors and businesses in their category.

• Websites

So you’re active on Facebook and you have begun to invest in SEO for your website. Now you need to continue to build it out. Make it sticky so that when people arrive there from Google, Facebook, Instagram, or their bookmarks, there is new, interesting content to keep them engaged. Ad Pages partners with beauty brands to develop this kind of online content, and lead generation forms to turn browsers into active prospects that you can include in marketing campaigns. 

All digital roads lead to your website; we make it a destination worth discovering.