Fashion and Beauty Ecommerce Marketing- The Complete Guide
By Andy Chu
29 Apr 2021
Australian Fashion & Beauty Care market analysis
Globe Cosmetic market is expected to generate a revenue of around $430 million by the end of 2022 with a CAGR of 4.3% for the forecasting period between 2016 to 2022. It is an amalgamation of beauty and fashion products, that are chemically formulated to enhance the appearance and odour of humans. Products like sunscreen cream, face base, and colour cosmetics, skincare, deo’s, and hair care products are ruling the industry that receives regular business worldwide. The number and statistics are suggesting a serious growth will be seen in eCommerce fashion in the coming years.
Offline & Online Fashion & Beauty Care products Prediction Australia
The industry is projected to have a market of $5,967 million for the year 2021 with a notable CAGR of 3.1% estimated from 2020 to 2021. Australia will have personal care as the most vibrant category that’s expected to generate a business of $2,471 million for 2021. Online fashion has played an important role in eCommerce fashion. Especially after 2000, when the fashion brands and fashion retailers provided online shopping benefits to the customer, the demand for fashion & beauty care products started being purchased internationally. The need for fashion retailers in your town was no more needed as people started purchasing fashion brands from online shopping. This is the big reason behind Australia is witnessing growth in personal care.
Buyer Personas for Personal Care Products:
The buyer’s persona is a perfect start to analyse online strategy. As an online marketer, it is important to structure different strategies as a whole to understand the customer’s mindset and prepare a campaign accordingly and design the content marketing plan accordingly. However, the constant evolution of online fashion and eCommerce fashion; can be tricky to understand in terms of an individual’s choice, hence, it’s better to consider it as a common trait of a massive group across the globe.
Following are a few buyer personas that are pillars in structuring SEO, and SEM strategies or while creating eCommerce marketing plans in the fashion and beauty market.
Persona #1: Social-Media
The age group of 18-35 years belonging to the middle to high-income groups find their information regarding new fashion and beauty products through social media platforms. Primarily, Instagram and Youtube determine their buying decisions as they look up to popular beauty gurus (experts) for regular tips.
This persona basically is all about the thrill the first virtual experience creates while discovering some product that will make the buyer feel great when they will use it.
Content tip: Latest videos, Instagram stories, youtube videos, and reviews; just go social as much as possible on new, old, most influential platforms. Create more videos on fashion brands aware people of seasonal fashions. Tips for beauty care products and the latest information on the fashion industry will work for you.
Persona #2: Price-Sensitivity
Age-group of 16-45 years features under this particular price-tag-related persona. As the title suggests, this is the low to middle-income segment, they are the ones who stick to their beauty budgets. However, they don’t want to compromise on the quality due to the price and expect good quality within their affordable price tag. They more go with eCommerce fashion or online fashion as there some discount coupons could be available. The eCommerce industry or the online store is regularly updating these coupon policies to grab the attention of this middle-income segment of customers.
Content tip: Blog posts with attractive, catchy titles such as “ Superior Quality Make-up Products that won’t burn your pocket.” would pay off; later such topics can also be converted into videos as per their popularity. It would be better if you could link the discount coupons store URL or make the people informed about the deals. People are made about deals. Take benefit of that.
Persona #3: Natural Ingredients
Buyers between the age group of 20-45 years with utmost care for the ingredients fall under this segment. Users will be natural lovers and believe in a healthy lifestyle with the importance of mindfulness.
Content Tip: Update your social media platform with organic ingredients; with emphasis on showcasing the details of using natural ingredients. Or you can make a table of contents of these ingredients to make people aware. Because the people in this segment are very organised, they would love this style of explanation.
Persona #4: High-End
The age group between 25 to 55 with high-income capacities form this high-end persona. They are the ones who extensively shop online and expect high-quality products. They are strict followers of brands and will try newly launched products in case they meet their demands. They will go for high-quality cosmetic brands with less care of expenses.
Content tip: To target this group, you need to have high-quality content matching the high-quality products. The advertisement should be productive, creative, and vibrantly filled with real-time experiences; this surely helps. You can add the name of high-quality cosmetics brands and makeup companies.
Persona #5: Ever Youthful
This is the most mature of the buyers that are the age group from 30 to 65 years who have extreme interests in products that have rich anti-aging qualities.
They are clients predominantly from the 45 to 65 brandwidth; who will be active on the latest anti-aging technologies; easily approachable for skin treatments and other anti-aging procedures. They are the most popular target audience for products from the superfoods segment.
Content tip: Focus on producing product-related videos and creating Blogpost, explaining how the product will work on mature skin. You can post the stories on the latest aging beauty trends with relevant customer experience.
SEO: Keyword Research and Mapping:
The cosmetic industry, online or offline, is a competitive field. Brands are constantly working to convince buyers by providing them with the best advertising and shopping experience. Thus eCommerce Marketing marketing needs more focus on trends if it is online and a business model for offline targetting.
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Industry-focused keyword research:
Keywords are the start-point for any online business and the beauty and fashion industry is no exception. Proper study and analysis of both long and short-term keywords would enhance traffic generation enabling your brand’s content to feature at the top of the search engine result page (SERP).
In the case of cosmetic companies, there are various products that have their irrespective market; hence there are a few EVERGREEN KEYWORDS that need to be concentrated upon.
These lists of products can get long but the commonly used, popular ones can help your brand to stay within the top result on the search engine pages. Usage of other keywords can be done throughout other content pages.
Understand Product-Specific keyword usage:
Always focus more on product-specific keywords while creating product pages. These are the products your brand will be most actively dealing in.
Here are a few examples:
Anti-aging under eye cream, natural volume conditioner, vegan night cream
These specific products can feature in your product title and descriptions as well. This can be done in a way of highlighting the specific product advantage that your brand offers making it an outstanding product unlike the others available in the market. Hence, use these product-specific keywords to enhance the quality of your brand’s content for increased visibility and conversion rate.
Undertake Long-Tail Keyword Research:
Short tail keywords research is something that all businesses with online operations are into. However, it is suggested to spend more time on keywords that fall under the super-specific category; which target the niche and thus, the actual target audience. For the fashion industry use keywords like eCommerce fashion, fashion, and apparel, online fashion, fashion industry, or any specific brand name as Louis Vuitton.
SEO Audit and Technical Optimisation:
SEO Audit is simply the health check-up for a website. It’s the process of scanning through the technical factors of Ecommerce SEO and fix-up any problem (if any).
This is a process to optimize web pages in order to make the content effortlessly discoverable for the searchers who search using relative keywords.
Schema is an extremely powerful tool in the SEO industry but it is often underused or even not used at all; so not many know about it. E-commerce Schema is a code that can be added to your website. This code improves descriptions and as a result, provides the most relevant information to your target audience. Basically, it helps in bringing in some fruitful traffic to your brand’s website.
Schema Markup: If in case you know what top-quality snippets do to a website; then it is only fair that you know “Schema Markup” is the reason for it. Using this schema markup for each and every inch of your website increases the number of good quality sippets enabling Google to understand your branded products.
Product reviews are essential as they show up on result pages; Google tends to use them as solutions for specific queries. These reviews also work well in encouraging website visits and conveying a message while the purchase decision is to be made.
You need to have a specific sum of the eCommerce marketing budget for review purposes:
Email your buyers for their reviews; include a quick link making the activity easy. While you deliver the product, include a review card for the user. Discounts are the most attractive way to receive a review; special offers, and gift coupons can also be offered in return for a genuine review from your brand user.
Product Descriptions are extremely useful in eCommerce marketing a product as it includes essential information such as it’s features, specifications, and advantages of using the product. Creating a product description should be done using the best (most used) keywords as it will enable the product to enlist on top of the search engine result pages.
Google pays attention to these backlinks and drives traffic accordingly, However, not all backlinks work wonders as Google doesn’t value a backlink from a small blog page with a few hundred followers each month as compared to the most favourite, followed top-ranking websites.
Faulty practices such as buying links, exchanging them, or paying to get featured on spammy directories should always be avoided as they break the guidelines given by Google for quality link building.
Writing a guest post in exchange for a link is a legal, healthy way of link building; this even enables sharing of the latest trends and information on developing stories within the fashion industry.
Publicise valuable data to reporters/online marketers:
Take the case of the fashion and beauty industry; stay in touch with the reporters who work within and have open conversations with them such as discussions, seminars, or even reviews. Spread awareness about eCommerce fashion or online fashion. Provide statistics about the annual growth rate of eCommerce sales.
The press can be a handy medium to promote your brand, there are sizable publications online and in the print media that can cover the latest launches, spread the word on an event, or also carry an essential review that helps your business flourish.
Keep in touch with the community:
Keep your brand super active on social media platforms; not just that- be a part of the industry-focused forums. This will enable you in the research and development of your products, sharing common news on the fashion industry, knowledge and discussions on the potential products become too easy.
Skyscraper Technique for Backlinks:
It is a simple 3 step process that you can take up to discover the most loved kind of content online and how you can provide the same regularly.
Scan the internet for purposeful, relatively link-worthy content
Review such content and fine-tune it for an upgrade.
Spread this content using the medium of e-mailers and social media platforms to the target audience.
This technique is extremely useful in the case of newer beauty brands that won’t have many backlinks. These brands can earn a lot of quality backlinks that work and show up some likable results. You can check the old content related to the fashion industry or elsewhere the data provided for eCommerce sales, the annual growth rate is outdated. Contact the website admin for providing updated content in place of outdated content and tactfully place your link.
Interlinking Strategy for Beauty Brands:
Planning an interlinking strategy for your beauty brand helps your e-commerce business as it guides visitors to your website to several pages and promotes cross-selling and up-selling.
There are 3 kinds of interlinking for upgrading the content on your beauty brand website:
Navigator Links- As the name suggests, these are links that enable the users to navigate, and smoothly translate through different pages on the website. They can be placed between the header and the footer.
Sidebar and Dynamic Links- These are the links to the best-selling products or the newly launched items placed on the sidelines/ sidebars or below the blog posts section. These are extremely useful to market newer products on a beauty product website.
Links to related products- These are links to beauty products that are usually ordered together, such links make it easier for the buyers to spot related products such as face wash and moisturizers; as a result, it provides a superlative shopping experience to the visitors.
In order to plan and execute a change-provoking SEO strategy for your business; it’s very important to know what the competitors are doing. This will enable you to determine the right/ active set of keywords that need to be targeted, keyword research will confirm your present status of ranking on the result pages.
Content Crafting & Marketing Strategy
“Content is the King”, stays true even today. The better the content quality is; the more will it be linked and shared on social media platforms.
Just be sure that you keep updating with your latest content on current and future products that is helpful to your visitors.
Build a product or service guide for your customers:
Having an informative (keyword-rich) guide is always a better way to promote a business. This helps in getting informal with the client and also gets them to understand how your business operates; potential clients often look for such guides for quick references for the decision-making process.
Create product or service videos to show your offerings:
Heard of “Video Content”?…. Well, who hasn’t? Video information is the buzz right now; even if you are good with words (Blogs) you need to expand and explore videos to catch up with the current gen of internet users. Expressing the product or service on a video has the fastest promotion rate and is liked by most as it is less tedious and more entertaining. So, eCommerce marketing your business in a video format is a must. People who are interested in the fashion industry like more videos.
Share Customer Stories:
Testimonials are an age-old feature of any business. However, they still serve the purpose very effectively. Get a few happy customers to share their experiences and spread them to the newer ones, you can also feature some of the issues your clients had with using your product and how it was solved to retain them.
Search out guest bloggers to create content for you:
Collaborate with quality bloggers who can help you grow your business. Get them to feature a certain number of blogs in regular time phases, this will help in marketing the beauty product or service in a much better way. These guest bloggers are surely a medium to attract increased leads as they already have a following on the internet.
Influencers Marketing: with influencers of the fashion industry
Influencers are the ones who market and encourage brand awareness by targeting a particular niche. They provide quality leads and improve traffic by pushing the brand to the right target audience. They are very effective as they promote the brand and induce awareness in multiple channels using several platforms.
Fashion and Beauty Advertising :
PPC meaning “Pay Per Click” is an advertising model where businesses pay a small fee every time any of their advertisements get clicked. This model of advertising and routing traffic to businesses is utilised worldwide today and has proven to be extremely effective and profitable for multi-industrial business units and the fashion industry is one of them.
Search Advertising is also known by terms like Google advertising, Paid-Search Marketing, and most commonly popular as “Pay-Per Click” advertising. This is a technique using which you can place your beauty brand’s advertisement online; on search engine result pages. A mere fee has to be paid each time someone clicks on such online advertisements.
Google Ads is the most popularly used platform for search advertising as Google rules the roost when it comes to search engine business.
Facebook and Instagram ads have grown to be excellent mediums to promote and advertise your product. You can target your niche audience through specific beauty and fashion-focused pages. Moreover, here’s the liberty to spend a limited budget whereas, the outcome is optimal due to the vast coverage these social media platforms provide.
Google Shopping Ads or Product Listing Ads are product-based advertising. These ads show up several segment-based products; including the product image, description, and pricing. The average cost for this kind of ad is $0.66 calculated on “cost per click” (CPC) and it remains standard across all product listings.
Amazon advertising is an advertising platform created by the e-commerce giant. It is built as a “ Demand Side Platform” wherein you can advertise your fashion and beauty products using the services managed by Amazon or through other agencies. This pattern of advertising enables you to reach the audience from Amazon on a 3rd party website or an application in the ad format.
The major aim of all the research and strategizing is to get a SALES DEAL done. You did like visitors to not just love your website structuring, and quality content but also aim to get them with the “call to action”; that’s in the shopping cart.
This conversion can be optimised in the following ways:
Ecommerce Tracking enables you to keep track of all the eCommerce data right from the visits, inquiries, and campaign participation to buyers on your beauty products website.
It has become inevitable now for beauty brands to value transaction data in order to build a proper path for maximising higher ROI (Returns on Investment). To maintain regular eCommerce tracking data; you need to set up and enable eCommerce tracking with Google Analytics. Knowhow on fashion eCommerce tracking is way too essential.
Tracking eCommerce alone won’t serve the purpose of turning the beauty business successfully online. You need to make sure that you have an account of transaction data from each and every shopping cart item.
Google Tag Manager:
Google Tag Manager is a super quick and simple way to change/update tags and codes both on your beauty product website and the mobile application. This can be easily done without changing or adding new codes; by using a web-based user interface. This not only saves you time but also the money in putting a developer each and every time there may be changes in the codes.
Goal Tracking is collecting data about a particular campaign that you have carried out. In case of a markup tutorial or a brand new campaign of a newsletter offer regarding the launched or to be launched products; a THANK YOU page can be created in order to track the quantity of successful traffic that’s come in,
Just like goal tracking; you can track the success of an individual form, special period videos or a limited offer CLICK HERE button using Event Tracking.
Remarketing is an extremely effective format of paid advertising. Using this, you can re-engage and remarket with the user segment of past visitors (from past traffic). Basically, this is a medium of re-engaging with the visitors who had abandoned their cart for some reason. You can get in touch and get such a client interested again with a similar or discontinued offer from the past.
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