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Beauty/Skincare Brands with Great Influencer Marketing Strategies

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The beauty industry – like many other industries – comes with its own challenges. There’s tremendous competition. That means that beauty and skincare brands need extra leverage to capture the attention of their audience. The savvy brands have leveraged the power of influencer marketing. Let’s take a look at some of the notable influencer marketing strategies.

Estée Lauder

Estée Lauder is a big player in the beauty industry, and they can afford big name influencers. They partnered with Kendall Jenner for an Instagram collaboration of their spin-off brand, The Estée Edit. Kendall has 75.1 million followers and the majority of them are younger and in the market for beauty products. If Kendall says it’s good, they’re going to listen. Kendall, along with model and blogger Irene Kim, created content featuring the makeup and skincare products and shared them on their personal Instagram pages.

Glossier

Unlike Estee Lauder, Glossier has more recent beginnings and a smaller market share. They instead embraced micro-influencers and users to create content for their products. While they offer a referral program and have a horde of superfans who are thrilled to authentically promote their products, Glossier also takes a rather original approach to their social media content. It’s highly interactive and requires engagement. The posts ask questions, ask users to share their feedback and even more often to share images of themselves. It’s now, thanks to creative influencer marketing, a thriving beauty and makeup brand.

Becca

Becca partnered with YouTube Jaclyn Hill. She was prolific in sharing her love for Becca products on her channel and helped reach record single day sales for their Champagne Pop collection.

Lancôme

Lancôme, another established beauty company, chose a slightly different path for their 40 shades campaign. 40 shades refers to their 40 shades of foundation, to match skin color. They called it their 40 shades, 40 powers campaign and highlighted 40 inspirational women including director Gurinder Chadha and Olympic cyclist Laura Kenny.

As you can see from the examples, to create a great influencer marketing strategy for any industry, but especially for the beauty industry, you must not only think creatively – you also have to know your audience well. Know who they’ll respond to and give them content and value from influencers they know and trust.

Brands with Great Influencer Marketing Strategies

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Some of the strongest brands in the world do a fantastic job of leveraging influencer marketing. By exploring what they’re doing, it may help you create a stronger influencer marketing strategy for your business brand. Let’s take a look at a few brands with great influencer marketing strategies.

H&M

H&M has one of the largest Instagram followings of any fashion brand on social media today, due in large part to its influencer campaign with women who reflect H&M’s style all by themselves.

Fashion blogger Julie Sariñana and model Ela Velden are two influencers with whom H&M partnered for its fall 2017 catalogue. Sariñana loved the clothing so much, she promoted it from her own Instagram account. “So excited to share the looks I shot with @whowhatwhere for @hm Studio collection launching 9/14” She goes on to include relevant hashtags and a CTA (call to action) to check the link in her bio.

Bigelow Tea

Bigelow tea might be one of the biggest and most recognizable tea companies, but their business was struggling a bit with the increase in coffee shops and craft coffee. They partnered with lifestyle influencers to create posts that appealed to the millennial audience. Ashley Thurman (of Cherished Bliss) promoted Bigelow by sharing recipes that used Bigelow Tea.

GOODFOODS

GOODFOODS is an all-natural and environmentally-friendly food producer known for its dips, salad dressings, guacamole, and beverages. To boost awareness, they partnered with 60 influencers from food, home, and lifestyle niches to post recipes using their product. They hit several different celebrations specifically. They included game day, Thanksgiving, and Christmas and Hanukkah. The posts linked to the GOODFOODS landing page where visitors were able to find local retailers.

The more than 2,000 pieces of content generated more than 70,000 engagements and had a 34.2% and 44.5% conversion depending on the platform. (Source: https://www.bigcommerce.com/blog/influencer-marketing/#executive-summary)

Work with targeted influencers to craft custom campaigns. Each campaign should be focused on achieving a specific goal. It might be engagement or traffic or sales. To create a great influencer marketing strategy, begin with research. What do you want to achieve? How will you achieve it? Who are the best influencers to help you accomplish your goals?

How to Grow Your Business Using Instagram Stories

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Some people like to criticize Instagram Stories because they are a direct imitation of Snapchat, but for smart marketers, it is always going to be a case of, “If you can’t beat them, join them.” Instagram Stories has led to phenomenal growth for marketers using them, so if you have not started yet, it’s time to get organized.

What are Instagram Stories?

Instagram Stories are a little content area separate to your Instagram feed. The stories only last 24 hours unless you pin them to your account. They are a way to highlight interesting content, showcase new products, and give more information about who you are as a company and what you are all about.

As the name suggests, they are also perfect for storytelling marketing, which has become a hot new trend in the last 2 years or so. Every good story has a beginning, middle and end. As children, we love storybooks with pictures. We also love TV shows/videos. Instagram allows you to incorporate all of these elements as you tell your target audience more about how your business got started, or all your new product can do for them.

Instagram Stories are a more immersive experience than just a series of unrelated posts. They have changed the way many people use the Instagram app. Instead of swiping down to see their news feed first, many go to any new story in their interface first. The app will keep showing stories until the user clicks out, so your story can be highly visible compared to a single post on the feed.

1. Behind the scenes

The whole point of social media is to get to know your audience, and for them to feel they know you. Behind the scenes about your company or product creations shows who you are and what your values are.

2. Less formal and curated content

With most news feeds and grids, marketers aim for beauty, even perfection. With stories, the content can be more off the cuff and on the fly, showing a less formal side. You can make your content even more fun with Instagram stickers.

3. Create polls

Get to know your audience better and let them have fun by creating polls. They are not anonymous, so you won’t get a huge response, but it is worth a try so you can test your ideas for new products and more. Note that it will disappear within 24 hours, and Instagram does not save any report about it, so check back before the poll is ending to see your results and note them down in a spreadsheet or other convenient place. Re-use the best ones in the future, as you add more followers to your account.

4. Going live

Going live over the phone or via video can seem pretty daunting at first, but the more you do it, the more natural it starts to feel, and the better you become at it.

5. Sharing your best content from your camera roll

You can now save your images and combine them into a story.

6. Video content and recommendations

You can film people talking about your product, using it, or discussing the problem it solves. How-to videos are hugely popular on YouTube, making up about 75% of the content searched for. Create similar content and post it as stories.

7. Time-sensitive content

Have a time-sensitive announcement like a flash sale that has just started? The story will last for only 24 hours unless you pin it. The fact that it is so prominent on the page, though, will help all your followers see it quickly.

8. Announcements

Have you posted a new article at your blog? Launched a new product? Won an award? Stories are a great place to showcase your news and announcements.

Lifestyle Marketing

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What is lifestyle marketing?

Lifestyle marketing isn’t just about selling people products, but about linking the products to a particular lifestyle. Disney is one good example. They aren’t just selling vacations, they are selling an entire experience when you go to one of their theme parks, stay at one of their resorts, or go on one of their cruises. It’s not just about buying things, or vacationing, but about what sort of lifestyle the family wishes to live.  Nike is another good example. It isn’t just for the sporty, but the stylish as well.

What is a lifestyle blog?

A lifestyle blog is all about a particular lifestyle, such as style, green living, the single life, or parenting. A lifestyle blog incorporates different niches that would be of interest to those living that life. Therefore, if you are looking to market on a lifestyle blog, your marketing content needs to be in line with the typical needs of that audience.

Lifestyle Blog Opportunities:

Guest Blogging

Offer free content about the lifestyle and about products similar to your own, and including your own, to the blog owners. It is tough to keep a blog fresh and up to date with new content. As long as the post you offer is high-quality and genuinely useful, rather than a pure promo piece, most blog owners would be thrilled to give you a spot.

At the end of each guest blog post, include a resource box. This is basically a mini-biography about yourself and a special URL where they can go to learn more. Using a special URL is a good idea so you can track the success of each guest blog post. It also prevents the frustration they may feel if you just send them to your home page and expect them to find their way through your site. It can also be a golden opportunity to grow your email marketing list if you offer them an incentive such as a free ebook and put a sign up form on the page.

A guest blog post establishes you as an authority in your niche, which can help increase your subscribers and sales.

A Regular Column

If you love to write and/or have a lot of content, and have built a name for yourself, you could get a regular column on a lifestyle blog. You could be the go to person on, for example, cheap and easy ways to go green as a family. Each article you publish will establish your reputation. Start with a guest blog post and see how well things go. Establish relationships with lifestyle blog owners and editors.

Advertising

Create a range of ads in different sizes, with different images and color schemes. See if there are any advertising opportunities at the lifestyle blogger’s site and/or in their email marketing. Their rate of pay should be reasonable, and will usually be on a per month basis.

Joint Ventures

If you have a website that could be considered a lifestyle one, consider a joint venture in which you swap content with each other to promote it to your email marketing lists. If you wish to promote a product, split the profits 50/50.

Some of the Best Social Media Marketing Methods

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There are a range of social media marketing methods that have become best practices in the last decade or so since the start of social media. Use them strategically, depending on your goals.

Creating a robust page at each social network that is a good fit for your business

There are some social networks you can consider a must, such as Facebook and Twitter. Others are optional, depending on who your target audience is.

Go where your target audience spends time

Facebook and Twitter are a must because their audience is so large. Other social sites might be a good fit because of their format and/or who spends time there.

For example, Pinterest is a highly visual site, so you need good-quality images of attractive products. Around 90% of users are women. Around 50% of people who use the site have bought something they saw there. You can create pins and publish them on your own pin boards, or shared pin boards. You can add a price and link to buy your items at the site. They will also let you turn your pin into an ad. Of all the sites, Pinterest posts last the longest and are the most widely shared, often months after their original posting.

LinkedIn is the top working site for professionals. If you are more of a business-to-business (B2B) than a business-to-consumer (B2C), LinkedIn could be an ideal place for you to promote your products.

Using all the free methods available

There are free promotional methods at the social sites, and paid ones. In terms of free, post a variety of content regularly, such as written content memes, images, and video. If you get audience engagement, that is, Likes, Comments and Shares, you can grow your brand reach naturally, often referred to as organically.

Using all the paid methods available

There are several ad methods that can help grow your business.

Promoting pages

Once you have a page at Facebook or Twitter, you can promote it in order to increase your followers. Facebook, in particular, can be a good opportunity to market your business more widely because the ads are what are termed native, that is, ads which look like regular content and are delivered in a person’s news feed, not in a separate box off to one side.

Promoting posts

Facebook, Twitter, LinkedIn, Pinterest and other sites all allow you to turn your post into an ad. On Facebook, it is termed boosting. Look in your Insights or Analytics area to see which posts have been the most popular. Click the Boost button to start running your ads.

Creating ads from scratch

All of the social networks will also allow you to create ads from scratch. In most cases you will need an attractive image, a good headline, and interesting content which meets the terms of service for each network.

Influencer marketing

Influencer marketing has become a marketing method in its own right, but it has its basis in social media. With influencer marketing, you can leverage the power of other prominent users on the social networks to market your own business.

There should be several prominent figures with a large following who are working in your niche or industry. Do some research on the networks you use the most. Start to follow them, and observe the kinds of things they post. Interact with their posts in a helpful, not pushy way. Eventually, ask them if they would be willing to share some of your content with their followers.

Marketing on Instagram – Best Practices for Growth

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Instagram’s daily user base is reaching 500 million per day, so if you are not already marketing on this social network, it could be a great opportunity for growing your business. However, as with all social media sites, they have their own way of doing things, which you need to master.

Optimize your account

Optimize your account so your target audience can see who you are and why they should follow you. You should write a great biography and use a striking profile picture. Use appropriate emojis as well-they are searchable and can help grow your followers quickly.

Look for top influencers in your niche or industry

Follow top influencers and see what they are posting, and post similar content if you can. Interact with that content so you will be more visible. If you think you are a good fit and they tend to post content about products, you can then ask if they would be willing to give you a mention. Some influencers will charge money, but it will often be cheaper than a pay per click ad.

Post consistently

Steadily post once or twice a day.

Post shareable content

Post the kind of content your niche will love, such as images, memes, video, and stories. If they are shared, their connections will see them and might like them so much, they start to follow you.

Use popular hashtags related to your niche

These will help people find and follow your content. Make a list of hashtags the influencers use and rotate using them to get wide coverage in your niche.

Use hashtags in the comments sections, as well

This will make you more visible. It also makes your caption look better than a long laundry list of hashtags.

Host a contest

This will create buzz and gain you new followers. Have the winners post images of themselves with their prizes.

Ask for the follow

Don’t forget to ask people to follow you. It’s a way of reminding them they can get great content about the niche from you automatically.

Engage with others

Encourage a 2-way conversation. Don’t just keep posting and ignoring your followers or they will soon unfollow.

Create great stories

Stories can be text, images and video. Create interesting stories for your audience. Pin your best stories to your account as an introduction to your company.

Paid methods

Instagram offers ads through the site itself, and as part of the Facebook ad network. If you create an ad in Facebook Ads Manager, you can cross-post it to Instagram and see reports on its performance.

For an ad, you need to start with a high-quality image that is representative of your business and is less than 20% text. Next, you need an attention-grabbing headline.

Then you will need a description, something that will make them click the ad to learn more. When they click, they will be taken to a particular URL. If you make the URL a Facebook or Instagram page, you will get more prominence in the ad network than an ad that takes them off the site.

Once you have created the ad at Facebook or Instagram, select your audience. Who are you targeting? It should be 18-30 year olds, the lion’s share of the users at the site, and a particular niche like dogs or fashion. Audience selection will be key to your success, so track and test your results and adjust your ad as needed.

Organic vs Paid Engagement

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Social media is one of the best ways to grow your sphere of influence. There are different methods to grow your number of followers, but the two most important are organic (free) versus paid.

Organic

Organic, or natural followers, connect with you as a result of your activities on the network. However, it does take time to execute to see the results of your efforts. The number of followers you can get using these methods can deliver slow but steady growth.

Paid

Paid engagement costs money, but you can see instant results. Set up your ad once, and it will keep on running until the stop date, or when you manually pause it. You can gather hundreds of followers in one day, as compared with growing your following organically over weeks, months or even years. The drawback is that it will cost money. However, social media ads are usually highly targeted, and cheaper than Google Ads. The systems are also easier to use than Google, and there is less of a steep learning curve.

Organic methods

Organic methods are easy to implement once you have built a page on the social network of your choice and optimized it to make it look as attractive as possible.

Shareable content

Produce a range of content that will be of interest to your target audience. The content should include:

  • Brief written content
  • Images
  • Memes
  • Infographics
  • Video
  • Free ebooks
  • Free handouts

The free items can serve as an incentive to get people to sign up for your email marketing list.

Remind to share. Tell your audience to feel free to pass the information along to others who might be interested.

Brand each piece of content you would like to share by including your URL. In this way, those who receive it from others online will know to go to you for more information.

Hashtags

Hashtags (#) are a useful way to join in trending conversations and encourage people to interact with you. If they click on the hashtag, they will be able to see all content published about that topic.

Paid methods

Most social media site ad systems are similar to one another, and will allow a few basic ads.

Page promote

Promote your page in order to get people to like it, so you will get more followers.

Post promote

Promote a popular post to get even more people to see it and, hopefully, like your page as well and begin to follow it.

Ads from scratch

You can create an ad from scratch using an image, interesting headline, useful content and a URL to send them to for more information.

Goal-based ads

On Facebook, you can create an ad from scratch in Ads Manager using one of the goals they have set. It will then give you a template to help you create an ad that will meet your marketing goal.

If you have a budget, start with Page promote and goal based ads and see what a difference it makes to your traffic.

Why Market Your Business on Instagram?

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Instagram has over 800 million registered users. Around 500 million visit the application every day, with the largest demographic being 18 to 30-year olds, then 31 to 45-year olds.

Having been bought by Facebook, it has been growing even more rapidly than before. Now that the founders of Instagram have resigned, some big changes have occurred with some even bigger changes for the near future.

If you are not already on Instagram, now is the time to start marketing there. 

Some Key Factors:

  1. More than 33% of users buy products through Instagram – Instagram allows you to create a store so you can sell directly to the people who see your content; an excellent way to connect with your target audience.
  1. Around 75% of Instagram users take action – for each post that has a call to action, 75% of Instagram users follow it via visiting a website, clicking through to subscribe, and so on.
  1. Instagram is part of the Facebook Ads system – these ads can be cross-promoted to Instagram, cutting your work in half. Facebook targeting is much more precise than Google Ads and other PPC ads. Their ads are also cheaper, giving you a greater conversion rate for your investment.
  1. Different ad formats – Facebook offers different ad formats based on your own campaign goals. When you click to create an ad from scratch, Facebook Ads Manager will ask you what your goal is.
  1. Re-targeting – different pages you visit drop cookies on your browser to track what you do. If you purchase a product the cookie turns off at the order confirmation page. If you navigate away from the page the cookie will remain and each time you are on a site that is in an ad network, the cookie will trigger a re-targeting ad. This stay active until you buy, or until 30 days have passed. Re-targeting is successful about 75% of the time.
  1. Market using stories – stories can be a combination of images, video and text. They last 24 hours from the time it is posted, unless highlighted to your profile. A story can be a great way to keep your account fresh and interesting, and showcase all you have to offer. 

Social Media Marketing in 2019: Best Practices

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Social media has been around since 2007, and promoting a business on the top networks has grown into a whole new marketing area that small companies struggle with.

Social media marketing is a moving target. Networks are constantly changing, evolving and growing – often in unpredictable ways. What’s trending one moment can vanish in the blink of an eye.

With that being said, a lot of social media marketing practices have emerged that should work well into 2019 and beyond.

Influencer Marketing is on the Rise

Some influencers are celebrities who have tens of millions of followers. Others can be “micro-influencers” who focus on a particular topic, niche or industry. They might not have more over 1 million followers but have built up an audience that respects their opinions and are eager to hear from them.

Business owners can leverage influencers in a number of ways. Following and engaging with their content. If they have sponsored posts, it never hurts to reach out and see if they are willing to work with your brand. Some influencers will charge to do so, but this “ad” can give you a good return on investment because the audience is so targeted.

Knowing Your Audience

Know where your target audience spends its time; is it only Facebook, Twitter, Instagram or a combination of two or all three? Then get to know how users behave on those sites.

Snapchat and Instagram has been very popular with the 18 to 30 demographic, but a growing number of 35 to 45-year-olds have started using Instagram as well.

81% of 30 to 40-year-olds check Twitter once a day, 76% of Facebook users (about 1.5 billion people) visit the site daily and 35% of individuals check Instagram as many as 11 times a day.

Latest Trends

Tools like BuzzSumo allow you to see what is trending and with this you can start engaging with and publishing similar content. You can also set alerts via Google or through third parties such as Newswire’s Media Monitoring feature to ping you on specific keywords, competitor analysis, mentions of your brand, and more.

Trending Hashtags

Hashtags are a popular way to find content and to classify your own content. Branded, unique hashtags allow you to differentiate yourself but also engage with others in your industry.

Go Live

Going live is becoming hugely popular and is the perfect way to interact with your audience. It’s fun, interesting and allows you to give your audience them a behind the scenes look at your business or product creation. Let them ask questions and if anyone misses the live broadcast, you can always save it as a highlight and they can watch it later.

Paid Ads

With startups and small businesses, it’s hard to have a large marketing budget but consider re-investing into paid social ads. These ads are much more ttargets than Google Ads in terms of choosing your audience. You can also cross-promote the ads on thte different social outtlest to get a broader reach.

Top Influencer Marketing Campaigns to Date

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There are constantly tons of influencer marketing campaigns being launched. A number of campaigns have stood out in 2018, so far, both for their originality in terms of content and the high profile of the influencers. Here are a few worth looking at.

Fiji Water

Fiji partnered with Instagram fashionista Danielle Bernstein for a #weworewhat campaign. In addition to Bernstein’s fashion related posts, the campaign also offered quick and easy 8-minute workout videos to get into great shape. It never once mentions water specifically, but of course, water is essential for hydration, especially when working out. The campaign aligns nicely with health, fitness, fashion, and doing your best for your body.

H&M fashion

H&M is one of the most influential fashion brands online as lots of influencers share their looks. H&M launched their new catalog in September 2017, and sales soared thanks to influencers like fashion blogger Julie Sariñana and model Ela Velden. The campaign had almost 25 million followers by the end of 2017 and it is still growing. Check It Out – the clothes aren’t to everyone’s taste or size, but great photography helps their content go viral.

Lagavulin Whisky

The My Tales of Whisky Yule Log won the Shorty Award for Best Influencer Campaign due to its attractive presentation just in time for the holiday season. The campaign had more than 2 million views in the first day and increased channel subscribers by nearly 20,000. The video was widely shared not just by individuals, but corporations as well.

Stride Gum

Stride partnered with DJ Khaled, a popular hip-hop artist and the “King of Snapchat,” to promote their content. Most of his videos get 3 million views, so he was the perfect choice for a Snapchat take over to announce a new line of flavors. See it here.

Subaru’s #MeetAnOwner 

This campaign used three top influencers in varying fields to put together a campaign that shows what it’s like to own a Subaru. The emphasis was on adventure and got nearly 2 million likes and 9 thousand comments

Walmart’s #FightHunger Social Good Campaign

Walmart partnered with seven top influencers and the charity Feeding America to highlight the problem of hunger in the United States. Most people see America as the land of plenty, but millions go hungry every day; many of them children. The Walmart Foundation announced it would donate $0.90 to Feeding America, enough to provide 10 meals to people in need, for every like, share, or #FightHunger comment on their post. They hoped to raise $1.5 million within 30 days of the campaign starting. The campaign was such a hit, they raised that in only 1 day.

Stella Artois Beer

Stella Artois teamed up with influencers to help with their fundraising for water.org, a charity which aims to provide fresh drinking water to the millions on the planet who currently have to do without. They tied into the Oscars as well to get the campaign to create even more of an impact. See the campaign here.