Twitter for SEO: How To Use Twitter to Boost Your Brand

Twitter for SEO: How To Use Twitter to Boost Your Brand

Twitter is has a massive audience, making it a great platform for advertising products and services, or sharing your content.

If you aren’t using Twitter to boost your brand, you’re seriously missing out.

According to Statista, Twitter has amassed more than 330 million active monthly users.

twitter for SEO twitter users

But there’s a better reason to build your brand on Twitter, besides the capability to reach the large, diverse audiences it provides.

Search engines actually use social signals from social media to rank your website. Likes, shares, and comments can have a massive impact on SEO.

According to cognitive SEO, the higher the average number of shares, comments, and likes a brand has, the higher their website rank actually is.

social signals Twitter for SEO

That’s crazy, right?

If you use Twitter correctly, you can boost your brand’s search engine rankings just by posting on the platform.

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That’s because Twitter lets you build a large following and gain the attention you need to boost brand awareness.

More brand awareness = more searches about your company.

You might be wondering, “Where do I start?”

Exposure is key. For starters, you need to promote Twitter trends, your tweets, and your account to get your name out there to as many people as possible.

Twitter for SEO Tip #1: Promote, Promote, Promote

Twitter ads are a surefire way to gain tons of visibility, generate leads, and grow your audience. Therefore, promoting content on Twitter can help you rank higher.

The best part is that you can target specific, custom audiences.

One brand that is currently using an effective Twitter strategy is Rothy’s, a sustainable shoe company. Their Twitter content is on-brand, impactful, and engaging.

Rothy’s shoes are not only made from recycled materials, but they’re also machine washable. And the brand doesn’t let their Twitter followers forget it.

twitter SEO, twitter trending example rothys

One way to enjoy the same success as Rothy’s is to promote your own trends or “tags.”

Promote Twitter Trends

On Twitter, trending or “viral” topics appear on the Discover tab, within the Twitter app, and on the left side of the page.

When you promote a trend, it will appear in those locations.

twitter trends example

The more people that use the tag, the more exposure you’ll gain.

Promote Tweets

Promoted tweets are just regular tweets that appear for users who don’t follow you on Twitter.

The only difference is that Twitter will add a tag to these tweets that read, “Promoted by (your brand’s name.)”

twitter for SEO twitter ad example

Users can like or retweet them like any other tweet, but you have to pay to have them show up in a targeted audience’s timeline.

Promote Accounts

Promoted accounts put your entire Twitter account in front of users you’ve targeted to help grow your audience.

As many as 85% of people say that they find new businesses on Twitter through promoted accounts.

Promoted accounts appear within people’s timelines in the “Who to follow” section and search results.

twitter for SEO promote twitter accounts ad example

A small tag will appear under your account name that says, “Promoted.”

You shouldn’t just be promoting your account, tweets, and tags to targeted audiences, though. Be sure to add targeted keywords so Google is more likely to recognize your tweets.

Twitter for SEO Tip #2: Use Targeted Keywords

You optimize your website for the keywords you want to rank for.

Why not do the same with your Twitter account? Add keywords right in your Twitter bio, for example, so that Google associates your account with relevant keywords.

Use these same keywords within your tweets or as a caption alongside images you post.

Users who are searching for these terms on Twitter will then find your page. Your tweets will get more exposure, which will boost your SEO.

The best part is that keyword searches on Twitter account for misspelling, synonyms, slang, and more, just like on Google.

If a user searches for “love pizza,” broad match results might include, “loving pizza” or, “I love pizza.”

You know which tweets, tags, accounts, and keywords you want to promote. But which audiences should you promote them to?

Twitter for SEO Tip #3: Select Your Twitter Audience

You can target Twitter ads to certain audiences so they appear in search and in their timeline.

You can select additional audience features and add keywords to any ad campaign. You can even import multiple keywords.

twitter for seo choose your audience example

Campaigns will show up in both search and timeline by default.

You can customize where tweets appear if you prefer one over the other, though.

And adding tailored audiences only takes a few clicks.

You can upload your own list or you can put a code on your website to collect visitors, purchasers, or downloaders.

It’s important to note that uploading your own list can take up to three hours.

twitter for SEO how to upload lists

In addition to promoting your content, using targeted audiences, and selecting a custom audience, you should also use relevant hashtags.

Twitter for SEO Tip #4: Use Relevant Hashtags

There are several ways to use relevant hashtags.

You can be on the lookout for trending Twitter topics you can use to generate more attention.

With this one, make sure that you research and understand what a tag means before you use it.

For instance, you might not want to use the tag “#WhyIStayed” to promote your pizza, since that tag originated as a way for people to share stories about domestic violence.

You can also create a branded hashtag (that you can later promote) as Toyota has done with the tag “#LetsGoPlaces.”

It’s right in the company’s Twitter bio.

twitter trending, twitter SEO toyota letsgoplaces example

By creating a branded tag, you’ll encourage other Twitter users to use the same hashtag on posts that they share featuring your brand.

twitter for SEO example #letsgoplaces

Rothy’s has accomplished the same kind of brand awareness with the tag “#LiveSeamlessly.”

twitter for SEO rothys example #liveseamlessly

You can even find out which hashtags influencers are using with the help of a few tools.

Like Twitonomy, which will show you a list of the top ten hashtags for the industry influencers you search for.

twitter for SEO how to find top hashtags

Finding trending hashtags in your industry at any given time is important, too.

Hashtagify is a great tool to try out since it will reveal the top 10 hashtags related to the keyword you search for.

For example, if you want to see the most popular tags related to the word “SEO,” type it into the search bar.

The site will show you the tag’s recent popularity and trend information.

twitter for SEO tools hastagifyme

From there, you can see a full list of related hashtags.

twitter for SEO find related hashtags

You can even view a list of top influencers related to that specific tag.

twitter for seo find top influencers

If that isn’t enough, look at Twitter’s tailored trends for more ideas.

Twitter for SEO Tip #5: Check Out Twitter Trending Topics

Tailored trends, which Twitter introduced in 2012, give you a list of topics based on your location and the users you follow.

Twitter trending topics can help you stay current on topics that are important to your audience. Keep an eye on these lists and make sure that your selections are as close to the audiences you’re targeting.

To change your location, just click on the “Change” button.

twitter trends example Twitter for SEO

Then, enter the region/country and city that you want to see.

twitter trends set location

That’s all there is to following Twitter trends!

Now, if you aren’t already adding images and video to your tweets, you should. They will give you more exposure than tweets without them, which is great for SEO.

Twitter for SEO Tip #6: Add Images and Video

According to WordStream, tweets with images receive 18% more clicks than tweets without them.

More clicks = better rankings.

Make sure that you only include images that are relevant, engaging, and high-quality.

Mr. Peanut’s account using this image is a great example:

twitter for SEO tips use images example mr Peanut

Video views can have the same effect as images.

According to Insivia, 82% of Twitter users watch video content on the platform.

Add a short video to your next tweet to promote your product, brand, or service, like this one from SMILF.

twitter for SEO example SMILF

Giveaways and polls are another great way to interact with followers, find new followers, and most important of all, gain attention.

Twitter for SEO Tip #7: Run Giveaways and Polls

One simple way to leverage Twitter to boost your search engine rankings is to run a giveaway based on retweets.

To enter, people complete an action, like retweeting one of your tweets.

You can include a link to your website or your most recent blog post in the tweet to boost that page’s rankings.

Or, just add a branded hashtag like the Pittsburgh Steelers did in a Twitter giveaway.

twitter for SEO giveaway example Pittsburgh steelers

Be sure to offer the winner a prize and announce to your audience the date that you will be choosing the winner.

Running polls is just as easy as running a giveaway, if not easier.

BuzzFeed has even created an entire Twitter account dedicated to polls, which currently has 119,000 followers.

You can use polls to settle a debate or interact with your followers by asking questions, like Airbnb.

twitter for SEO airbnb poll example

The engagement you’ll gain from giveaways and polls will boost likes and retweets, improving your overall search rankings.

Remember how I said to include a link to your website when running giveaways? You should add those to regular tweets too, especially if you post blog content regularly.

Twitter for SEO Tip #8: Share Links

The power of links on Twitter is huge. Sharing them can maximize the reach of your content and web pages.

Since Google recognizes links, tweeting URLs is a quick way to use the power of Twitter to boost your rankings.

That’s one of the reasons I share links regularly to promote my new blog posts.

twitter for SEO tips example from Neil Patel

By sharing links, you’ll direct and drive traffic right to your site, which Google will love.

I like to use a URL shortener like Bitly to optimize my links before I share them so that my links don’t take up too much of my character count.

If you don’t have a blog, tweet out links to your products or web pages on a regular basis, like Free Radicals does.

twitter for SEO example of posting a product

Just be sure to share relevant and helpful information regularly, not just links to your products.

Twitter for SEO Tip #9: Tweet Consistently

You may think that more is better when it comes to tweeting.

But Google might actually see that approach as spam.

Plus, you don’t want to post too many tweets in a row to your followers, or you might annoy them into clicking that “unfollow” button.

Stagger tweets throughout the day and during times when your followers are the most active.

One tool that makes scheduling tweets easy and efficient is TweetDeck.

To schedule tweets, just write them out and select the date and time you want them to go live.

twitter for SEO tools tweetdeck

Another great Twitter management tool is Hootsuite. You can integrate other social media accounts with this tool, too.

You should also use a tool like Tweriod to determine when most of your followers are online. Buffer does this in their platform as well.

twitter for SEO twitter tools tweriod

Those are the best times for you to tweet because your tweets will get maximum exposure and attention.

Aside from following all the rules I’ve already named for boosting your rankings through Twitter, the most important one is to actually interact with your audience and reply to them.

Twitter for SEO Tip #10: Interact with Followers

This tip might seem obvious, but people often overlook it.

Imagine if Wendy’s hadn’t replied to Carter Wilkerson? #NuggsForCarter would never have become a trending topic that brought Wendy’s tons of publicity.

twitter for SEO tip interact with followers example

It can be hard to gain interactions on Twitter. Considering that users send over 350,000 tweets every minute, your tweets can easily get lost in the crowd.

That’s why you should engage with the people who are already talking to you to gain the attention of users who aren’t yet.

By creating personalized replies that relate to your specific industry and audience, you’ll build up tons of engagement for a boost on Google.

Encourage users to interact with you by posting relevant tweets, talking to industry-specific followers, mentioning other Twitter users, and responding to mentions quickly.

By interacting with followers, you’ll gain more retweets, mentions, and likes. And that means better rankings.

You should also reach out to influencers who can share your tweets, brand, and account with their audience.

Twitter for SEO Tip #11: Do Influencer Outreach

Since exposure on Twitter is the key to gaining likes and retweets, look for influencers who can give you exposure to their Twitter audience.

Twitter influencers can boost your credibility quickly because they’re already credible within your industry.

When an influencer talks about your brand, products, or services with their Twitter audience, their trusted followers will head to your page to check you out.

When trying to reach out to influencers, it can be helpful to:

  • Create meaningful content that is shareable and valuable to your industry
  • Develop long-term relationships with influencers rather than viewing them as people who can give you a quick, short-term boost
  • Retweet tweets from influencers with whom you want to engage
  • Collaborate with influencers by writing guest blog posts for them or allowing them to write guest posts on your blog

Several tools help find influencers in your industry if you aren’t sure who to reach out to.

One of them is Klear.

twitter for SEO tools influencer marketing Klear

Just select the social network you want to search through, the skill or keyword you’re interested in, and your location.

That’s it!

Another great tool for finding influencers in your industry is BuzzSumo.

Just search for a keyword, and you’ll find influencers that relate to that topic.

twitter for SEO tools BuzzSumo

The tool will even show you the page authority, domain authority, number of followers, retweet ratio, reply ratio, and the average number of retweets for each influencer within the results.

Conclusion

Twitter is an absolutely massive social network.

But you should never think of social networks as being isolated from search engines. It’s actually quite the opposite.

Google pulls tons of information from social sites like Facebook, Twitter, and LinkedIn.

The more exposure your posts get (such as likes, comments, mentions, and retweets), the higher your search engine rankings will be.

That’s because Google uses social signs to recognize certain web pages and brands.

But you have to use Twitter in the right way.

It’s all about gaining exposure and attention. Start by promoting your account, your tweets, and your tags (sometimes known as trends).

Use targeted keywords on Twitter just like you do on your web pages and blog content. Google will recognize the keywords associated with your brand on Twitter, too.

Be sure to use relevant hashtags and research a trending tag before you tweet something that contains it.

Add images and video to your tweets to increase engagement, and be sure to share links back to your website to direct and drive traffic.

Tweet consistently and schedule out your tweets in advance to maintain a regular posting schedule. Post during times when your followers are most active.

Finally, don’t forget to engage with followers as often as possible and do some influencer outreach to get your name out there.

How do you use Twitter to boost your search engine rankings?

Influencer Marketing for E-commerce: Tools and Tips to Grow Your Brand

Influencer Marketing for E-commerce: Tools and Tips to Grow Your Brand

To have a successful e-commerce platform, you have to pay to play. Some of the top US brands spend billions on advertising to secure their internet advertising space.

If you can’t keep up with the big companies that spend billions of dollars on their advertising campaigns, there are still a few ways you can get your brand noticed.

One such method is an influencer promotion campaign. It’s a quick and effective way to help with brand recognition. You could also invest in some tools that will make working with influencers simpler. In this guide, we will break down these unconventional forms of marketing.

How Using Social Media Influencers Can Grow Your E-commerce Brand

Influencer marketing is the practice of working with well-known social media users to grow your brand. For example, if you have a popular skincare line, you might have a well-known lifestyle influencer try your product and tell their audience about their results.

This is a highly effective strategy. In fact, 49% of users say they rely on recommendations from influencers on Twitter to make purchase decisions.

Marketers like influencer promotions too. Nearly 89% of marketers say that influencer marketing campaigns’ ROI is the same or better than other marketing channels like SEO or PPC.

The problem is, most e-commerce brands don’t have the budget to partner with the likes of Kim Kardashian.

Working with micro-influencers, who have smaller but more targeted audiences, might be the way to go. However, you still have to deal with finding the right influencers, managing communications, making sure influencers create the posts you pay them for, and tracking campaign efficacy.

For smaller e-commerce stores or those with limited budgets, this can be more hassle than it’s worth.

So what’s the answer?

Try using influencer marketing tools for e-commerce brands that make working with influencers easier by bringing the influencers to you.

Why Your E-Commerce Business Should Use Influencer Marketing Tools

E-commerce is a highly competitive market. Currently, there are more than 7 million online retailers. That’s a lot of other stores for users to choose from.

The Baymard Institute found that after going through the difficult trials of browsing products, filling a cart, and committing to a purchase, two out of three users will end up abandoning their cart.

Even if you can grab shoppers’ attention, you also have to keep that attention if you want to drive conversions.

For e-commerce brands, influencer promotion helps leverage your consumer base to do your marketing for you rather than spending thousands on ads that may or may not actually work. Influencer marketing tools can help connect you with hundreds of powerful influencers.

In addition, influencer marketing tools often offer marketing tools such as automated emails that reduce other e-commerce challenges, like cart abandonment.

Here are a few other benefits of influencer marketing tools for e-commerce brands:

  • Letting the influencer choose the brand or product means the person using your product is more likely to be genuinely interested in it. This makes their content more authentic.
  • Tools give you access to a wider range of influencers instead of focusing on who you already know, including micro-influencers.
  • Influencer tools can help you track influencers’ niches, the quality of their audiences, and their engagement rates so you know the influencers you work with are legitimate.
  • Tools that take care of all communications, post content, and monitoring, thereby simplifying the process, meaning brands can sit back and enjoy conversions without the hassle of striking and sealing deals.

Statista, a company specializing in market and consumer data, found that 88% of U.S. consumers used coupons for shopping in 2020. Discounts and coupons are proven methods of retaining customers and increasing brand loyalty. 76% of consumers rate discounts as top-ranking factors for purchasing, according to RetailMeNot.

As a marketer, this offers an opportunity to cater to a wider audience while simultaneously promoting products.

By using influencer marketing tools, consumers can get a good deal and value for their money. The added incentive of discounts has the potential to attract new customers by drawing them in with savings and payment options.

Looking for more ways to boost your e-commerce presence? Find out how you can drive 10 times the e-commerce sales with a $0 budget.

Influencer Marketing for E-Commerce: Tools to Help Grow Your Brand

Brands have stepped into the scene and are finding creative ways to leverage consumer marketing techniques.

SwayPay

SwayPay offers discounted rates for influencer promotion, which can offset added costs like shipping, tax, and fees. In addition, SwayPay offers a simplified payment option that tailors itself to consumer needs.

As users browse through online stores, they see special SwayPay pricing available on products. When they go to purchase a product, they will be asked to add their Instagram account handle. Adding this information lets them know what discounts they may be eligible for and how many Instagram posts will be required to earn the discount.

A user’s “sway” determines their discounts, which means the more followers they have, the less they have to pay. This ensures the posts you are trading for will benefit your business, not simply fade out into the social sphere.

In the SwayPay checkout, the user will pay the full dollar amount of the product, without the discount. Then, they have 30 days to make the required posts and keep their discount.

This means a shopper could pay for a $150 item with $90 and two Instagram posts. SwayPay requires shoppers to tag them in each post, so compliance is mandated.

For businesses, this system opens up a range of new conversion opportunities. Customers are now incentivized to complete their purchase and engage in online marketing of the product.

The SwayPay app boasts their retailers receive twice the number of branded Instagram posts, 17% engagement increases on SwayPay posts, and up to 13% of all processed sales coming through their app.

Currently, the app only works with Shopify and Instagram. They are hoping to branch out in the coming quarters and integrate their platform with the likes of TikTok and BigCommerce.

SwayPay plans to introduce more ways to sway, such as a SwayScore that would score user purchases and reward them with extra discounts or prizes. They also plan to implement a Live Receipt feature to let users generate sales more directly through affiliate payments.

At the moment, SwayPay offers the best ease and accessibility for consumers. Seeing the discount at point-of-purchase as well as a clear and direct promotion task is unique and, if their strategy works out, will help brands connect with influencers more often and more efficiently.

Dealspotr’s Influencer Marketplace

Dealspotr is an online platform that connects influencers to brands and offers discount codes through their website. They call themselves “the LinkedIn of influencer marketing” and are essentially a meeting place for brands and influencers.

Brands can offer “free product campaigns” that supply products directly to influencers, or they can choose a “promotional fee campaign”, where they pay influencers a designated rate in exchange for promotions.

This gives brands greater visibility without having to find the right influencers and adjust the process based on what works best for your brand. For example, you can offer influencers an exclusive discount code for their followers or partner with specific influencers that fit your niche.

You can fund an influencer campaign with as much or as little as you like, though Dealspotr does recommend offering at least $100 if you want to work with small to medium-sized influencers.

Unlike SwayPay, Dealspotr doesn’t offer a point-of-sale option. That means their customers can set up deals on the platform but will have to find workarounds to get those discounts applied to their orders.

Heepsy

Heepsy is an influencer search and marketplace that connects brands with more than 11 million influencers on sites like Instagram, YouTube, TikTok, Twitter, and Facebook.

Like other influencer tools for e-commerce, Heepsy makes it far easier to connect with influencers. In addition, Heepsy provides data about influencer audiences, engagement rates, and gives influencers an “authenticity score.”

You can also create influencer lists, make sure they don’t have a ton of fake followers, and even monitor the effectiveness of campaigns.

All this data makes it easier to find the right influencers for your e-commerce brand — and make sure your influencer campaigns are driving sales.

If you don’t want to deal with managing the influencer process, Heepsy can handle it for you with their influencer campaign management service.

Shopify

Shopify is best known as an e-commerce solution for building stores. However, there’s a lesser known tool you can use with influencer marketing as well.

Shopify also offers group discount options, which can help you create special rates for your influencer community. By using the code, influencers can receive a predetermined commission based on your agreement.

You can also add influencers to a specific customer group so that no one else can use that code — which protects you from giving deep discounts to everyone if the code gets leaked.

While not as full-featured as some of the other influencer marketing tools (there are no pay features or influencer marketing metrics, for example), this is an easy way to leverage influencer marketing if you already have a Shopify account.

Conclusion

As the popularity of e-commerce continues to grow, finding cost-effective advertising platforms will become more and more important.

You can offer customers discounts on products in exchange for Instagram posts. These posts act as influencer marketing channels and allow your products to be seen by more people, more often.

By offering discounted rates, which research says improves buying behaviors, you open up your market to new customers.

Likewise, tapping into influencer promotion is a great way to spend less on advertising and keep your budget where you want it to be.

What benefits have you found through influencer marketing for e-commerce?

The Top Skincare Marketing Tips to Boost Your Beauty Brand

The Top Skincare Marketing Tips to Boost Your Beauty Brand

The skincare space makes over $17 million in revenue each year, and it’s expected to grow by 5.3% annually. And as people stay home more, the desire for self-care products, including skincare, continues to expand.

This may make it the perfect time for brands to take a hard look at their skincare marketing strategies and seize on this growth.

That’s exactly what Skincare by Alana did. Founder Alana Mitchell already had $3 million in annual revenue, but she knew there was room for improvement. So, she signed up with a full-service marketing and SEO solution with my digital marketing agency.

With guided content marketing, link-building, and influencer marketing, she increased her revenue by 150%.

In this article, I’ll take you through steps you can take to improve your skincare marketing strategy using examples from Skincare by Alana and other beauty industry leaders.

Step 1: Make Some Skincare Marketing Technical Improvements

We wanted to grow Skincare by Alana’s organic traffic, so we started by making technical SEO improvements on the site. That helped her products appear more often and higher up in searches.

We worked on link building to drive traffic to the site as well.

By making those improvements, Skincare by Alana boosted its organic traffic by 275%.

Finally, we implemented A/B testing to improve conversions, which then grew by 200%.

Step 2: Add Testimonials to Your Skincare Marketing Product Web Pages

Testimonials are a powerful tool for increasing conversions. The vast majority of online buyers make their purchasing decisions based on product reviews and testimonials.

In fact, showing reviews can increase your conversion rate by as much as 270%.

You can also draw customers in by including proof your products work through testing certifications from respected organizations.

Finally, if you have approval from environmental, animal-cruelty prevention, or other socially conscious organizations, you can also increase your conversion rate.

Step 3: Identify Your Skincare Marketing Audience

Marketing your products without knowing your audience inside and out is like tossing out messages in a bottle. You don’t know who will end up reading them—if anyone ends up reading them at all.

Once you know your audience, you’ll see how you should talk to them, what issues they care about, what influencers they follow, and where they are on social media. Additionally, analyzing your audience at regular intervals will tell you who is buying your product, a demographic that can shift over time.

CeraVe, a mass-market skincare line recommended by dermatologists, recently found a new audience in Gen Z consumers, thanks to TikTok. When influencer Hyram Yarbro featured the clinical, no-nonsense brand, parent company L’Oreal reached out to him.

The influencer and the brand forged a partnership to create content for both TikTok and YouTube, two platforms with massive Gen Z followings.

They identified a shift in their audience and pivoted to capture the market through the right channels.

Step 4: Develop Your Skincare Marketing Message

Once you know who your audience is, you can develop a strong message that speaks to them directly.

Since its founding in 1995, bareMinerals has had one clear message for its target audience: Clean Without Compromise. Their line of cruelty-free beauty and skincare products have always been free of parabens, formaldehyde, and other chemicals often found in their competitors’ products.

They target buyers looking for clean beauty products made by socially responsible companies. bareMinerals makes that message clear in every part of their marketing, from the site to their social accounts to their blog.

That’s the key. Once you develop a strong message for your brand, the message should be consistent across your marketing channels.

Step 5: Unleash the Potential of Skincare Content Marketing

Skincare marketing presents the perfect opportunity to create solid, consistent content addressing your target audience’s skincare questions and problems.

Skincare by Alana identified an opportunity to address skincare and self-care issues related to the pandemic. Their blog posts “Daily At-Home Skincare Routine During Quarantine and Coronavirus” and “How to Prevent Maskne—Acne Caused by Wearing a Face Mask” target key search terms that have grown month over month.

(Also, note the handy share buttons that give your content more exposure.)

Other brands use their content to communicate their values and their message through issues their audience cares about. Glossier, for instance, has created a category within their blog called Impact. This section addresses their support of the BLM movement and their commitment to creating sustainable products.

Both companies stay on top of the issues their target audiences care about and create relevant content.

Step 6: Build Your Social Media Presence to Support Your Product

Now, it’s time to grow your social presence. Your social platforms are your opportunity to share tips, announce new products, comment on social issues important to your brand, and invite your audience to engage.

The best platforms for this are usually Instagram, YouTube, Pinterest, and TikTok. All of those platforms are brimming with people sharing beauty and skincare finds, tips, and hacks.

Which of these platforms you focus on, of course, depends on your audience. Remember how CeraVe saw an uptick in sales on TikTok, which is primarily used by Gen Z consumers and the influencers they follow?

Pinterest, on the other hand, is now the third-largest social platform in the U.S., and it’s more popular with women ages 18 to 64—particularly moms. However, men make up 20% of their audience.

But the platform on many skincare brands’ radars, particularly if you’re looking to partner with influencers, is Instagram. In fact, 83% of beauty brands are working with influencers on Instagram.

In 2017, Neutrogena partnered with nine Instagram influencers to promote their Light Therapy Acne Mask. They were also YouTube personalities specializing in lifestyle content.

The campaign increased engagement by 3.7%.

You can also leverage the power of your social platforms to increase conversions. Product pins on Pinterest should link directly to your product pages on your site, for instance.

You can also set up Instapages to allow customers to shop your products from Instagram. For example, BeautyBio’s Insta Shop enables users to shop the products featured on the social media site.

Step 7: Create a Community to Build Skincare Marketing Brand Advocacy

Building a community for your skincare brand can improve conversions as well as retention rates.

Beauty giant Sephora has created one of the more brilliant content marketing strategies.

All of their content is user generated, from their videos to their blog posts. Fans of their products and their stores post their own makeup tutorials, unboxing videos, images of trending looks, and product reviews. Sephora also hosts discussion boards on a variety of topics where users seek advice on beauty issues.

They call it the Beauty Insider Community, and that’s exactly what they’ve built. They’ve cultivated a following of over 4 million loyal users who create valuable content and market products without Sephora having to plan and execute an entire content marketing calendar.

Including exclusive (or even inclusive) events for loyal customers is another excellent way to build an engaged community.

Of course, in-person beauty events have generally been put on pause this year and into the foreseeable future. But savvy skincare brands have found ways to pivot to online events.

For example, Root, a vegan, cruelty-free, gluten-free, eco-friendly skincare brand, held their own Zoom events this year—including Mask Night, where users were invited to “grab your favorite Root mask as we hang out on Zoom.” They’ve also held virtual skincare classes.

Step 8: Build Strategic Skincare Marketing Partnerships

Strong partnerships are created through in-depth research and strategic relationship building.

Strategic partnerships take many forms, and there are endless possibilities for marketing skincare products. Retail partnerships with Walmart, Target, and Ulta, for example, have helped makeup and skincare line e.l.f. gain market share with Gen Z customers.

Others help brands put their corporate values into practice. In October, for example, Origins and its parent company, Estée Lauder, announced a partnership with chemical company SABAC and cosmetic packaging company Albea to create sustainable packaging for its products.

Finally, some partnerships create new products outright. Right now, for instance, many skincare brands are partnering with cannabis companies to market CBD-infused products.

Conclusion

Through my agency, Skincare by Alana took multiple steps to improve their skincare marketing strategy, from improving their site and content to building a community.

While you may be killing it with some of your marketing, perhaps some of the steps we laid out are missing from your strategy.

What can you do to ramp up traffic and boost your skincare marketing conversions?