5 Things Your Beauty Biz Needs to Convert Sales
Hi, Dolls! We are so happy to have you here reading this blog with us! Whether you want to gain more knowledge for your beauty brand, think you may be in need of professional PR, or want a light fashion read (check out our Wednesday Dolls Dispatch), at POSH PR, a luxury branding and public relations firm, we know that we will always have something new and innovative for you! 💕
With that being said, let’s talk about this week's blog - “5 Things Your Beauty Biz Needs to Convert Sales”. Whew, that was a lot, but we are going to break it down for you in 5 easy steps. The beauty market is a tough one to get into, with so many options available to consumers you really have to stand out with a unique offering to convert sales. As a boutique fashion, beauty, and lifestyle PR firm, we can give you all of the tools you need to elevate your existing beauty brand or even bring your idea to life!
Let’s dive in, Dolls!
#1 - A Purpose
As we said before, the beauty market is already oversaturated. With over 114,841 U.S. beauty brands alone, each one has to have something that defines them or makes them unique to the consumer. If you don’t have a unique offering, there is no reason that someone will pick your brand over the ones that line the shelves of places like Ulta and Sephora. For our clients, old, new, and prospective, we always suggest creating a brand that you know your ideal client would fall in love with! For example, we would suggest making a persona and starting there. We have linked a sample persona HERE. Once you make your persona, think about why this person would buy something from you. What could you offer that would persuade this type of person to buy your products or services? Your why is so important and should always be connected to your products and services. Understanding your why will help you to become intentional with every move you make. Remember Dolls, people like to spend money with a brand that they can relate to. This would be impossible without a clearly defined why that is driven by your overall mission.
#2 - A Consistent Brand Voice
This is something that we could talk about all day! With PR, you have the ability to tell your ideal client how you want them to think, feel, and see you and your brand. Everything that is viewed by prospective and current clients can be facilitated by you. A consistent brand voice allows you to have consistent brand messaging across your digital marketing platforms! This way, ideal clients will have a strong idea as to who you are and what your brand brings to the table. The firmer your brand image is, the harder it is for them to change theirs.
#3 - Elevated Visual Content
Besides having a consistent and elevated brand voice, it is incredibly important to have consistent and elevated visual content to match that. At the end of the day, your image is the hook to reeling in a potential client. You know the saying “A picture is worth a thousand words…” well it is more true now than ever! Most people discover you and your brand through social media, which is literally a bunch of pictures and videos put together to encapsulate your entire brand. Think about the fact that you have that, a profile picture, and a 150-character bio to determine if someone will scroll through your page or not. Crazy! In order to ensure that someone will go through your Instagram or click the link in your bio, there absolutely has to be something that catches their eye! That is your visual content. To create elevated visual content we suggest a few things:
Buying or making a preset for all of your photos. Everything you post should have some element to help them match, and this is a great start! You can create your own through Lightroom or buy one through Etsy!
You can plan out your feed with apps like Planoly. This way you can be sure to have a perfect Instagram grid.
A branding photoshoot with POSH PR! At POSH PR, we LOVE brand photoshoots and can promise to give you everything you have dreamed of + more! You can read more about those here or check out our Instagram reels here for some content we have created with our clients!
#4 - Brand Authority
Brand authority is your brand's ability to work alongside other brands that your ideal client already trusts so that they can trust yours too! This is something that influencers are great for! If you already trust an influencer and they post a new product, you’re more likely to buy it if you see them post it than if you just see the brand post it. Another way to look at it is through partnering with a national magazine that your ideal client trusts and reads.
P.S. have you seen the magazines our clients have been published in lately?!?! We have been securing features in magazines like Harper’s Bazaar and Vogue!
Anyway - let’s give you an example. Kelly, your ideal client, reads Cosmopolitan Magazine and has for years! If you pitch your brand for inclusion in their upcoming Beauty Trends List, and Kelly trusts Cosmo, Kelly now trusts your brand, too! Plus, who doesn’t love to see in an Instagram bio “AS SEEN IN: COSMO”! Getting your brand alongside other leading brands in the industry could be the boost that your brand needs to become an empire!
#5 - Persistence and Consistency
Dolls, we have said it a million times and we will say it one more. Consistency + Persistence is key! Your ideal client needs to encounter your brand at least 7 times before making an investment. SEVEN! The rule of seven simply states that it takes an average of seven interactions with your brand before a purchase will take place. So, you should diversify your content and overall digital marketing strategy across many platforms. This may look like having a TikTok, Instagram, Website, Blog, Newsletter, Facebook Group, and so much more! Another way to do this is through influencer marketing. If you’re still a small brand, reach out to micro-influencers that share the same values as you. Do not underestimate the power of a micro-influencer! They are affordable, genuine, and have a lot of persuasion over their follower's buying power.
We hope that we have given you the steps you need in order to take your beauty brand to the next level and convert sales! As a luxury public relations + branding agency, we hope that if you ever need any PR or branding help you will contact us! We can’t wait to see your pretty brand take off + watch you build the dream life you have always wanted!