SKIN CARE PRODUCT MARKETING
LEARN HOW TO LAUNCH A SKINCARE PRODUCT WITH 10K MICRO INFLUENCERS
Bringing a new skin care product to market is a challenging task. Trying to build brand awareness, generate sales at a low cost and build distribution channels can seem overwhelming. When you’re trying to develop a Go to Market Strategy for your product launch, you should consider utilizing the approach outlined in this guide. I will also provide some amazing resources that you can tap into to grow your influence and sell more products. Let’s dive in.
INTRODUCTION TO MICRO INFLUENCERS
If you aren’t familiar with Micro Influencers, you’re about to learn the secret to explosive sales, building brand authority and gaining thousands of Influencer created product videos that will make your brand visible everywhere people are looking for your products.
WHAT ARE MICRO INFLUENCERS?
On average Micro Influencers have about 2200 followers and aren’t your typical mega influencers with millions of followers and a Diva complex. Micro Influencers are much easier to work with, will help promote your products and do so to help them build their own brands as an Influencer with little to no pay in exchange for promoting your products.
MICRO INFLUENCER CAMPAIGNS
The best way to engage with skincare influencers is to run a Spokesperson campaign. I typically offer a $5,000 contract for the Influencer who provides the most value during a three month campaign. Influencers earn points for doing things that help promote my products and the Influencer with the most points at the end of 3 months wins the contract.
WHAT MICRO INFLUENCERS CAN DO FOR YOUR SKINCARE BRAND
When you run an Influencer campaign, you wield the power of over 10k Micro Influencers who will promote your skin care products in social media for 3 months at a time. Here’s what I have my skin care influencers do to earn points and provide value to my brand:
Build Social Media Account Authority — When you start your skin care brand, your social media accounts have no authority. That means it’s harder for your content to rank in the hashtag search results where people looking for it can find it. If your products are not visible, they’re not generating sales. Here’s how Influencers help build account authority:
Follow your Social Media Accounts — The first thing Influencers do is follow your social media accounts.
Engage with your Content — When a high percentage of your followers engage with your content, it makes you more authoritative
Authority Piggybacking — Because your Influencer followers have high account authority and there are thousands of them following and engaging with your content, you’re able to build more account authority based off your Influencers authority.
Purchase your Product (at a discount) — Micro Influencers can easily be targeted by interests in your products and be more likely to purchase them when properly incentivized. When Influencers purchase your products, they are also able to promote them more effectively for a few reasons below:
Increase Amazon Organic Rankings — If your product is on Amazon, have your Influencers purchase your product by first searching your keywords, finding your product and then purchasing it. This helps you rank better for your keywords and drive more organic sales to your product on Amazon.
Create Product Review Videos — Nothing is more powerful than a review from an actual customer holding your product and talking about it on video. You can easily reformat these videos and post them on 7 very effective social media channels. When you quantify these actions over thousands of Influencers creating and posting videos about your products all over social media, this generates an insane amount of content
Tag your Shoppable Products on Instagram — Influencers can now collaborate with brands using a new Instagram feature called “Shopping from Creators”. This allows Influencers the ability to tag your products in their own video and image posts. Customers can easily purchase your products without ever leaving your Influencers posts. Here’s a great course for Leveraging Shopping from Creators with Micro Influencers
Rank your Shoppable Posts at the top of the Hashtag Search Results — Nothing drives more sales than getting your “Shoppable Instagram posts ranked for your Hashtags. People looking for #YogaPants are much more likely to be looking for apparel to purchase and can easily buy your Yoga Pants without leaving your post. This generates a massive amount of sales.
Product Education — Influencers are a captive audience who can easily be educated on the value of your products. Because you have a 3 month engagement with them, you’re able to instill your brand message, educate Influencers on why your products work and create brand loyalty that translates into authentic endorsements. As Influencers create content about your products in social media, they will help educate new potential customers about your products as well.
Content Syndication — Whenever you launch new content, articles, products or videos, you can easily engage Influencers and have them share your content in social media to help it gain more authority and visibility in social search engines. You will also increase your organic Google rankings for your website as well.
HOW TO FIND INFLUENCERS FOR YOUR BRAND
It’s actually easier than you think to find Influencers for your skin care products. You can target skincare influencers using Facebook and Instagram ads that allow you to sign up new Influencers for your campaigns for as little as .34 cents each. Here are a few other places you can find Skincare Influencers:
Influencer Marketing Agencies — There are a lot of Influencer marketing agencies and platforms that already have thousands of skincare influencers you can tap into like engagecreators.com or gramsponsor.com.
Beauty Bloggers — If you want to build credibility with your customers, the best way to do that is by partnering with Beauty Bloggers. These trusted Influencers can drive product purchase intent like no other source. You can find beauty bloggers by targeting them with Facebook and Instagram ads. Here is an amazing course on the subject.
Beauty Instagrammers — There are thousands of Micro Beauty Influencers you can tap into on Instagram. I recommend using Facebook/Instagram ads to target, engage and enroll them in your campaign.
TikTok Beauty Influencers — TikTok is an amazing source of Micro Beauty Influencers. You can easily target TikTok beauty influencers with TikTok ads. These influencers can drive lots of engagement and product sales.
Makeup Influencers — A lot of makeup influencers also review skin care products. These are the perfect brand advocates for getting your products in the hands of more customers who trust these Makeup Influencers
Pinterest Beauty Influencers — You can find and target Pinterest Beauty Influencers by searching for beauty product reviews and contacting the Influencers who create beauty review videos. It pays to target Pinterest Influencers with millions of followers.
TURN OLD CUSTOMERS INTO PRODUCT ADVOCATES
One of the best sources of Micro Influencers are your old customers. Because they already bought your product, you can incentivize them to create a product review video and submit it in a product review contest. Offer a reward for the customer whose video gets the most views, likes, comments and shares. There’s an amazing platform called ReviewBates that allows you to offer rebates to old customers in exchange for them creating a review video of your skin care product.
MONETIZE INFLUENCER AND CUSTOMER REVIEW VIDEOS
Create a branded YouTube account for your customer review videos and start generating ad revenue as soon as your YouTube account gets 1,000 subscribers and 4,000 hours of videos watched. Not only will you generate more ad revenue from the videos, but you’ll also drive YouTube organic search traffic to your products when you link to the products shopping cart page in the video description.
You should also reformat your videos for TikTok, Instagram/Facebook Reels, YouTube Shorts (If the original video is longer than 60 seconds), Pinterest and Twitter. This turns one video into 6 new product discovery opportunities on these other platforms. When you quantify this over hundreds of product review videos, you can pretty much blanket social media feeds with your review videos and drive massive brand awareness.
CONCLUSION
I hope you got a lot of value from this article and that you have a lot of success launching your skin care products. If you need any help creating a product marketing strategy, you can schedule a free 1 hour consultation with me and learn how to implement this kind of strategy for your products. Good luck with your skin care product launch!
