Facials at home with dermatologist-grade equipment from the convenience of our couch? Accept us! Until 2030, the global market for at-home devices is expected to expand by 20.4%, providing beauty brands an exciting opportunity to grow their business and revenue.
Who, then, is purchasing devices? People between the ages of 20 and 50 interested in beauty and self-care make up most of the population, predominantly female. It is a lucrative alternative for people who want results but want to avoid paying for surgery or treatments in the office. So lower the knives, and raise the credit cards. Let's talk about KLB Solutions' suggestions for marketing these devices.
The marketing strategies will evolve as more beauty brands enter the device market. At-home magnificence gadgets come at much more exorbitant cost points than exceptional items. Therefore, anticipate more extended consideration and investigation windows. The creative, messaging, and customer journey must be focused on providing content and direction to assist in persuasion and conversion.
Regarding device marketing, KLB Solutions recommends the following:
1. Educational Materials
To effectively engage your audience, it is crucial to focus your awareness on informing them about the operation of your devices. One effective way to achieve this is by creating socially relevant and engaging how-to videos. In addition, these videos should be informative and captivating enough to keep your audience hooked.
If you desire to recreate the luxurious spa atmosphere in the comfort of your home, it is essential to lean into an aspirational vibe. This means you should create an atmosphere that inspires and motivates your audience to aspire to a higher level of comfort and relaxation.
One of the most effective ways to persuade someone to purchase is to show them the results. Include realistic but noticeable before-and-after shots in your paid social creative mix to reveal to your audience that your device is useful and lives up to its USPs. Show natural skin rather than flawless skin for credible results.
3. Increasing Creator Credibility
Work with influencers and creators specializing in beauty and skin care, which will help spread the word about your product through testimonials, facilitate product education, and highlight its advantages. Allow creators and influencers to create narratives to better connect with their audiences and produce authentic and honest content.
To enhance the visibility of your device and provide customers with accurate information, it is imperative to collaborate with industry experts, such as dermatologists, when addressing inquiries like "Does device X work?" Doing so ensures that your device is prioritized in search results and that customers receive reliable and trustworthy answers. In addition, this approach enhances customer satisfaction and establishes your brand as a credible and authoritative source in the beauty industry.
5. Discuss The Cost By Breaking It Down
To convert potential customers who are on the brink of making a purchase, it is advisable to provide them with flexible payment options such as buy now, pay later, or pay in installments through platforms like Klarna or Afterpay. Therefore, this messaging should be prominently featured in mid-funnel campaigns to maximize its impact.
6. Build Social Proof By Leveraging Press Across Channels
Utilize press mentions in other channels to further promote growth and trust once you have secured the position. For instance, using articles as content in paid search ads may improve click-through rates (CTR). Compared to branded product ads on paid social, press-focused creative can have a 40% higher click-through rate and a 25% higher engagement rate. Utilize influencers in press campaigns to enhance social proof. By showcasing recent press coverage, you can use email and SMS to increase social proof; SMS can take advantage of 90% open and 30% CTR.
Are you in need of assistance with marketing your beauty products or services? Look no further than KLB Solutions LLC. Our team is dedicated to creating effective marketing campaigns that yield measurable results through strategic communication tactics. We specialize in helping small businesses develop and prepare for success in the competitive beauty industry. Let us help you elevate your brand and reach your target audience with our expert marketing services.
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