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Building Your Beauty Brand On Social Media

Starting a beauty business? Using social media for business can be tricky at first as there's a lot to know!
Here's our guide on the ultimate do's and don'ts to make the most of your online beauty brand.

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DO:

 
Put a plan in place before you start
  • List the things you want your social pages to focus on
  • Research similar businesses
  • Pay attention to what their customers respond to the most
  • Put your own spin on it (don’t be a copycat)

Write down the weekly goals you want to achieve
  • How many times do you want to post a week?
  • What result do you want to see from those posts?
  • How many sales do you need per week to hit your income goals?
  • Create a clear weekly goal plan and the action you’ll take to achieve them
 
Find Inspiration
  • Keep a close eye on the latest beauty trends, celebrity inspirations, social media influencers and trending hashtags
  • Work this (naturally) into your social media posts to appear in more newsfeeds
  • Inspired by the colours of something you’ve seen on your way into work? Take a quick pic to remind you later
 
Be consistent in your voice and content topic
  • Think about the kind of voice you want to use and how you want to speak to your followers: are you going to be relaxed and causal or professional and informative?
  • You’ll be talking about a wide range of things within the beauty world, but your followers will want to ‘feel’ your brand’s personality, after all they chose to follow you for a reason
  • Keep your posts on-topic, interesting to look at and quick to read for best results
 
Create a marketing calendar and budget
  • This plan should include the dates and times of your pre-planned posts, the hashtags you’ll want to use and the budget (if any) that you want to spend on adverts and boosted posts
  • Make sure you take note of the peak usage times for users in your location and post during those times
  • If you can, spend a little more during the lead up to peak times such as wedding season, prom and Christmas to boost your bookings
 
Create great content –
  • It’s essential to share content that is interesting, relevant and engaging to your audience
  • If you are running a fast-paced business-like nail salon or hairdressers, it’s far better to upload 2 really amazing posts a week, rather than lowering the quality in order to post daily
  • Set aside the time to create something really special for your followers that they will look forward to seeing (and hopefully sharing!)
 
Listen to your feedback –
  • Pay attention to your client’s reactions and make a note of the most successful posts that received a lot of likes, shares and comments
  • This will allow you to track the kind of content your audience is most engaged with and you’ll be able to make better posts with this in-mind
  • Don’t be afraid to ask your audience what they would like to see more of; you’ll be able to get an idea of what they want and create a plan around that
 
Quality over quantity
  • Know the types of platforms that your target customers prefer
  • It’s tempting to launch your brand on as many social media platforms as possible, but it’s better to focus your efforts on uploading the content onto the platform that is best suited to it (hint…the beauty world loves Instagram!)
  • Find out as much as you can about your most active platform to allow you to use it easily and confidently
 
Respond to your clients
  • We’re sure it goes without saying, but there is no point in putting in all this hard work and then not replying to your customers when they reach out to you
  • Set aside a few minutes per day to check and reply to comments and inbox messages
  • Clients expect a fast response on social media so have a plan in place to get back to them ASAP!
 
Be creative –
  • Set aside some time each week to flex those creative muscles and shoot a video or photo that’s a little different from everything else that’s out there
  • Try your hand at graphic design – image based content like infographics are engaging and interesting. A makeup guide like this can be really useful to your audience
  • Keep the quality high and the message in line with you brand image and you’re bound to stand out from the crowd
  • This means you’ll reach more people (and even better…new clients! Woohoo!)
 

DON’T:

 
Forget to thank people –
  • If a client or fellow business choose to share your posts, don’t forget to thank them!
  • By sharing your post, your business will be seen by all of their close friends, family or clients, and if you’re lucky – they’ll become customers of yours too!
 
Spam
  • Whether it’s an email or online, no-one likes to be spammed
  • You don’t want to overwhelm your followers by inundating their news feeds and inboxes with the same message over and over again
  • You don’t want to lose the followers you’ve worked so hard to attract
 
Overshare
  • Remember that your business page is not a place for you to vent your views on other brands, products or celebrities (unless of course it’s positive)
  • Keep those thoughts for your private conversations and don’t publicly share your personal opinions with your clients
  • Negative PR can be hard to recover from and you don’t want to have to do any damage control if you can help it. Keep your messages positive and your tone friendly and light 
 
Be a robot
  • We’re all busy and having your pages set up to send out an automatic response to a customer’s DM can be super handy, but don’t let it take over too much and loose the personal touch your client is expecting to receive
  • They want to talk to a real person, not a robot­
 
Delete negative comments
  • Addressing negative comments shows your audience that you have a pro-active attitude to resolving problems
  • Not only will this (hopefully) make your customer happy again, but it’s great PR to show that you really do care about your customer’s concerns
 
Recycle your posts too often –
  • You may have a fantastic image that you love, but overusing it isn’t a good idea
  • Your clients will want to see fresh and exciting images every week
  • Keep it in mind for a great #ThrowbackThursday post
 
­­­Use poor grammar and spelling
  • You don’t want to create a great post only to find that the comments you receive are due to a spelling mistake
  • It’s a good idea to quickly run your copy though a spelling and grammar program to check for errors before posting
  • Get into the habit of proof-reading everything before you post

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The Training Room | 18/06/2018 12:00:00

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