Digital Marketing: It’s Basically Online Dating
Updated: Mar 5
With so many new beauty brands popping up, consumers are overwhelmed by how
many options there are. As a naturally indecisive person, I have an extremely hard time
narrowing down which brands would be the best fit, especially when it comes to
purchasing beauty products. However, digital marketing makes the whole process a lot
easier: Consumers can find their perfect match through a customized experience, and
brands can form lasting, meaningful relationships by connecting with their target market
on a personal level. It’s actually a lot like online dating.
Two years ago, while I was scrolling through Instagram, I encountered a Glossier ad. It
was a picture of lipgloss, and I was instantly curious. “What is this brand?!” I asked
myself. I went onto their website and was immediately hooked. The fonts were perfect,
the color scheme felt like a part of me, and the minimalist aesthetic screamed my name.
I ordered a few different products and even joined their mailing list. (I normally hate
receiving emails from retailers; but, every time I get an email from Glossier, I feel like it’s
Social media marketing is just the beginning of a lasting relationship — think of it as a
first impression. Potential customers will scroll through your feed, or view your ad, and
decide whether or not your message aligns with their lifestyle. Because of this, it’s very
important to create a strong social media presence — after all, first impressions are
everything (at least, that's what my grandpa has always told me). Your feed should be a reflection of your brand, a place to highlight important company values, mesmerize
viewers with strong images and copy, and, most importantly, establish a personal
connection with brand loyalists and potential customers.
The next step is having a website carefully designed to attract and retain customers.
Your brand has a unique story to tell, and people want to hear it. For example, Fenty
Beauty uses 40 models to showcase every shade of each product on their website. Not
only does this help shoppers find a suitable match for their skin tone, but it also
generates inclusivity, which is the brand’s primary selling point.
An appearance that beautifully captures what your brand stands for is a must, but user
experience is equally as impactful. The design of your website must be intuitive, and
content should load quickly — any slowness will quickly cause users to grow impatient.
Customers also want to feel a sense of community, which can be created through blog
Now, let’s talk about email marketing. This is where you can really connect with
customers by crafting a personal experience. Emails can introduce buyers to new
products, handpick items they may be interested in based on previous purchases or
items they’ve clicked on, and can even offer short, fun beauty quizzes. Of course, no
one enjoys having their email blown up (I’m looking at you, Groupon), so strategic
timing is a crucial part of successful email marketing.
You’re probably left wondering who can help you with all of this. Well, look no further:
team deliver a personal experience, making sure to never neglect the tiniest details. The
final result is carefully-crafted work that is on par with modern-marketing standards.