Why Are Blogs Powerful for Beauty Brands? | SMH Branding

Beauty is an industry highly impacted by trends and influencers, and packed with new brands, products, and personalities, which creates a crowded, distracted marketplace. Enter blogging, which is a sound way for brands to gain visibility amidst ever-changing trends.

Every single day, more than 2.8 million blog posts are written. That’s a lot of content, and that number is continuously rising. We are smack-dab in the middle of the content marketing era.

One of the biggest challenges new beauty brand face is building an audience for their products. You need to find ways to stand out in the crowd, and drive traffic and sales to your business.

If you’re thinking about creative ways to to increase revenue down the road, you’ll need to be strategic about how you set your blog up for success.

What is a blog?

A blog is part of your website consisting of content, usually focused on a on your beauty products, that you regularly add to. Unlike other publications and articles, blogs tend to take on a personal tone, which helps them connect more deeply with their audiences.

People start blogs for all kinds of reasons, including:

  • Sharing their opinions, passions, or glimpses into their lives
  • Teaching others what they know
  • Building an email list
  • Developing their personal brand as an expert
  • Selling products directly to customers

The hardest part about blogging is finding the time and the ideas you need to do it consistently.  But if your product line is something that you love topics should flow easily.


Why do you need a blog?

Many beauty businesses utilize their blogs as a method of branding themselves as industry experts. Your blog posts can contain tips and tricks that your target audience is searching for, tutorials, and the latest breaking industry news. While you can add blog posts that contain sales information, for branding purposes—focus more on adding value to your customers.

If the content does well and ranks on page one of Google, then it will increase search visibility, bring new potential customers to the site, and increase brand awareness. Even when a brand is in the maturity stage of its lifecycle, there is opportunity to become a relevant voice in the conversation around new and exciting trends that interest consumers and lead to purchases.

Tell A Story

Also, instead of beginning a website your customers only visit when shopping, you can utilize your blog as a method of engaging your customers on an ongoing basis. This can be achieved a variety of ways, and below are a couple of ideas to get you heading in the right direction.

When you tell a story could share anything from inspirational stories relevant to your industry, inspiring stories your clients have shared, or the story of how your business came to be. You can also include videos and photos is an additional place in which you can utilize visuals to engage your clients. This could be a quick video of how to assemble a product, different methods of using a product, or photos and videos of that are non-product related—yet relevant to your target audience.

Build Brand Loyalty

Along with social media following you can even build brand loyalty.  As an online-only business or a business who sells online to clients from around the nation or around the globe—you must find a way to build brand loyalty.

While your blog alone will not build brand loyalty, it plays a key role in the process. As long as your posts are an appropriate balance of professional, fun, relevant, and informative—they will help to build loyalty.

Don’t forget to highlight your community and charity involvement in your blog posts, as customers like to support businesses who are connected to something larger than themselves.

Support SEO 

Not only have beauty blogs become a popular source for consumers to learn about products, but great content is also the cornerstone of an effective SEO campaign. Adding a blog to your business site will drastically increase the amount of content your website contains. SEO drives an average of 60% of total traffic and 40% of all conversions for our clients. The more content you have, the more your website will index—and the more prospective clients will organically find their way to your website.

Each blog post you create has a unique URL, that can be added to your Facebook, Instagram and Linkedin post—and linked back to in your other online marketing efforts. As you share your new blog posts on your social media profiles, you will create more backlinks to your website, which will further boost your SEO. You can add buttons to “like” or “share” your blogs posts, which is an essential part of expanding your reach on social media.

In conclusion

Overall, the most important thing to keep in mind when starting a blog is that the content published represents brand voice. You control your business narrative. Creating and maintaining a blog that provides value for both your customers and your business is a craft and takes time. The rewards are certainly worth the investment and will continue to positively impact your business long into the future.

Let's Work Together

Let’s work together to discover your new look, voice, and feel. Take our masterclass for a step by step guide to build your own beauty brand. 

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