Health and Beauty: Marketing Trends to Adopt Now
Learn how two hot new marketing trends—mobile marketing and daily deals—can help you attract and keep customers.
Two of the most effective marketing methods for your health and beauty are still emerging, but rapidly being adopted by consumers seeking convenience and savings. Here’s a closer look.
Mobile marketing doesn’t necessarily mean mobile advertising, which can be costly for a small business. More and more customers today use mobile devices to search for information about shopping and services. That’s good news for local health and beauty business owners, since search is one of the most effective—and least expensive—mobile marketing methods.
Make sure your health and beauty business is listed in local search directories (see our article about online marketing) and on health and beauty-related ratings and review sites (see our article on social media). Then develop a mobile-friendly website so potential customers who click on your site from search results or reviews can access important information quickly. How quickly? A recent Google study showed users will give up if your site takes more than 5 seconds to load on a mobile device.
Make sure your store, spa or salon’s hours, address, phone number, and current deals or specials are readily accessible and readable. Consider including click-to-call buttons, since this is something most customers want when searching for businesses online. Last, but certainly not least, optimize your website so it will rank higher in search engine results (see our article on online marketing).
Once you’ve attracted new customers with mobile marketing, keep them coming back by capturing their cellphone numbers and using text message marketing. (Make sure they opt in to receive messages from you.) Text messaging is a great “last-minute” marketing tactic. Is it a slow Friday afternoon at your nail salon? Text your customers about a “happy hour” manicure special from 5 to 7 p.m. Got a cosmetic line that’s not moving at your beauty supply store? Text that it’s 50 percent off today only.
Daily deal sites, such as Groupon, capitalize on consumers’ love of all things social—and of saving money. Deal sites work with your health and beauty business to help you create discount offerings and special packages. They then send their subscribers free, daily emails alerting them to these deals. For example, you might create a deal offering an $80 massage treatment for $30, or a deal for a special “girl’s afternoon out” at your beauty salon. You pay only when the deals are redeemed.
Groupon and other successful daily deal sites have massive subscriber lists, guaranteeing that your health and beauty will be exposed to a large number of new customers. There’s a social component, too: Subscribers are encouraged to share the promotions with family and friends, which increases your exposure exponentially. Finally, daily deals also allow for highly targeted marketing: You can target customers in specific ZIP codes and those who have expressed interest in health- and beauty-related deals.
Daily deals drive awareness of your spa, salon or store among customers who may never have heard of you, or hesitated to come by. Once you get them in the door, make a great first impression by offering stellar service. Gently upsell so customers spend more than the value of the deal itself. Encourage splurging by suggesting adding a deep-conditioning treatment to their hair color service, or mentioning that for just a few dollars more they can get a longer massage. Since they’ve already saved money on the deal, daily deal customers are often in the mood to splurge a little on “extras.”
Encourage daily deal users to come back—but switch the focus of these efforts from discounts to appealing (regular-priced) products or services, such as your spa’s Mother’s Day Beauty Treatment Package, an upcoming makeup lesson at your salon, or your beauty supply store’s wide selection of name-brand skin-care products.
Combine these two emerging marketing methods by using mobile deal apps such as Groupon Now, which offers real-time, location-based deals. Use of mobile deals is growing, and a recent Groupon study found that mobile customers spent over 50 percent more than Web-only customers, making mobile deals a profitable avenue for attracting and retaining health and beauty customers.
Mobile marketing attracts young, affluent consumers, as well as those seeking convenience. Daily deals have across-the-board appeal these days, and can quickly go viral.
Since these marketing methods are still emerging, you’ll need to educate yourself on best practices and keep up with changes.
By Rieva Lesonsky