The Beauty Industry Pioneering the “New Normal” in B2B Digital Marketing
2020’s struggles have redefined our global economy since the pandemic started back in March. Due to the shutdowns and various stay-at-home orders, businesses had to rediscover a more adaptive way to get their products in front of their customers. Regardless of whether those customers were driven by B2B or B2C, social media and content marketing has become the primary candidate to get the job done! One industry that has been doing well in the digital marketing arena is the beauty industry.
Not only has the beauty industry been doing it well, its marketing strategies have also become the #1 resource to study for B2B Digital Marketing in general. Why is that? The beauty industry previously thrived on more traditional marketing, or through trade shows as well as major fashion and beauty events; all of which experienced a 100% disruptive shut down due to the global pandemic. B2B companies have upgraded and leverage digital marketing as their primary contender in this financial-economic fight within the beauty industry. These strategies have adopted as the “new normal” in how all businesses should market themselves in this current state of economy.
What B2B digital marketing strategies are used within the beauty industries?
The focus of B2B marketing, in general, is more logistic rather than emotional. For another business to partake in a mutually beneficial trade, it must make analytical sense. What are the numbers? Where is the proof? Does this investment make sense financially? What is the ROI? All answers must be accounted for, but how? For decades, the beauty sector has harvested off educating their customers. With ingredients and unique patented formulas being showcased, their customers must understand the science to justify the product’s benefits as it integrates with their business goals. Here are some tactics the beauty industry has accomplished these initiatives:
Education through “live” streaming webinars, testimonial stories and case studies
Allowing real-life stories, case studies, and customer reviews to do your marketing’s heavy lifting reaps positive numbers and data. Furthermore, buyers want to know more about the ingredients used in products and what problems the brand can solve for them. This is why “live” streaming is important so that customers can ask questions about these products during these “live” sessions.
Big Data/ Product and industry insights
What new ways products are being used and reused creatively in the industry? What new beauty techniques and hack ideas are cyber-floating across the customers? Taking a deep-dive into product research and recent trends should be the focus. All B2B buyers and beauty buyers are driven by these types of insights and analysis. Through education, research, and real-life testimonials, logical buying decisions can be made faster and easier with clarity. Just think about the last time you’ve purchased a high-end face moisturizer or a SaaS subscription for your business. How much research, education and testimonials did you require before you took the giant leap and purchased?
How are these creative strategies being shared?
Marketing strategies are only as good as the number of people they intended to reach. They’ve been advertising across multiple digital channels with re-targeting and remarketing strategies. Furthermore, having a content strategy is vital and must be delivered in various forms to accommodate the beauty industry’s buyers preferred digestion method of educational insights. Here are some digital channels the beauty industry leveraged toward their B2B marketing strategies:
Social Media sparks engagement and connections. It’s the primary home of many conversations between buyers and customers (for example, testimonials and product reviews). By levering your social channels & creating the your best content marketing strategy, you’ll be able to drive the intended messages to your intended target audiences. An example is Fenty Beauty’s launch in 2017 with a 100% digital campaign via Instagram, they’ve continued to leverage the same approach across digital channels such as YouTube for tutorials and other engaging content.
Blogs and Vlogs
At the start of 2020, most distributors set to exhibit in trade shows have created engaging websites, with branded in-house blogs and vlogs as strategic communication channels. Creating “live” new product tutorials, virtual demonstrations, and how-to blog posts, the beauty industry was able to keep its edge during a declining economy. Reaching out to businesses owned by beauty influencers to promote and illustrate new product lines have replaced the previous need to use “in-person” retail store demonstration.
Webinars and virtual events have always been vital in other industries during the pandemic year. Nevertheless, the beauty industry thrived on in-person connection – not just for the products but also for networking opportunities. Fortunately, there have been many virtual events with significant influencers like Taraji P. Henson and Hung Vanngo, who did Allure’s virtual events this past September.
One thing’s for sure, the beauty industry has created the “new normal” for how we educate, learn and sell beauty products today. If there was a brand who does not use social media, content influencers, or virtual events to sell their products, chances are we have not heard of them. Welcome to the new way B2B does digital marketing for the beauty industry in 2021!