How often do you think about why customers click on your Facebook ads, open your newsletters or hang out on your website–sometimes even adding a product or two to their carts–only to abandon it and never return? Probably a lot. Here’s some more data to consider. I conducted the below survey (with 1,000+ responses from women 35-45 via … [Read more…]
Why is it that some beauty lines create blogs that are successful at hitting business goals (e.g. increased sales, brand authority and likeability) while others become the source of squandered resources? Throughout my career as a managing editor and blog creator, I’ve identified 6 top reasons that brand blogs don’t move the needle: 1. SEO isn’t … [Read more…]
Starting a blog for your brand is an exciting new venture. A blog is a channel to share your brilliant musings outside of your sales page and product descriptions — in more than 25 words. It’s an opportunity to demonstrate your authority and show your personality. You can build a closer relationship with your key customers. So far, … [Read more…]
You’ve probably heard of something called email automation. It’s a non-negotiable component of your overall marketing strategy that helps you gain the coveted long-term devotion of prospects and, of course, purchasing customers. Arguably one of the most important automation emails is the Welcome Series. But are you maximizing your chances of stirring up the feels in … [Read more…]
In order to successfully capture the attention of your target audience and motivate action, consider these three basic fundamentals into your message to lay out your foundation: ENVIRONMENT Determine which communications vehicle your audience will receive your message, and what other complementary messages they will see before, during and after. KEY POINT Develop … [Read more…]
Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.” You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. Emphasize the benefits over features. List all the ingredients and Directions For Use. Maybe slap on a customer testimonial. As … [Read more…]
Visit any one of your favorite blogs or e-magazines and you’ll see a list of other sites they recommend. (This feature is typically referred to as the blogroll, but the creative minds of the Internets have now branched out to other endearing terms, such as Link Love or Best Buddies). Your company needs to … [Read more…]
There was once a time when friendly, leaf-themed packaging and a chipper statement about organic ingredients were enough to convince an average consumer that a product was safe for skin and great for the planet. Now, everybody knows not to trust just anybody thanks to the overabundance of greenwashing. Below are the top greenwashing techniques … [Read more…]
You sell a line of genuinely all-natural, organic and cruelty-free products, yet hundreds of customers each year still pass you by because they don’t trust you. Especially amongst juggernaut brands, greenwashing abounds like no other. No longer will shoppers trust a green leaf on packaging or even the words “all natural.” Customers are tired of … [Read more…]
First, we have the big brands that have collectively molded the cosmetics and skincare industry (e.g. Elizabeth Arden, Shiseido, Revlon, L’Oreal, etc.). Then there are huge online marketplaces that are overflowing with homemade brands (e.g. Etsy, Storenvy). And there are thousands of cosmetics and skincare lines in between… some indie, others extremely high-end, others local. … [Read more…]