Hi there, Iâm Richard, and welcome to Beauty Business Journal, a community for entrepreneurs, indie founders, marketers, and industry professionals. Every week I address reader questions about marketing, digital, growth, strategy, and anything else thatâs stressing you out in your business. Send me your questions and in return Iâll share actionable insights and advice. đ
Q: Marketing wise I’m doing all I should be to drive growth, and I’m getting the results. But is there anything out of the ordinary that I should be considering to help gain the edge on my competitors?
If you study marketing or read a stack of marketing strategy books, youâd be forgiven for thinking thereâs a pretty solid playbook. All brands must do the same things in order to generate sales and grow. The idea that marketing is always formulaic has become even more prevalent in the age of social media â scroll through a social feed and youâll see sponsored ads from marketing agencies that tell you, this is how to build your brand! Do these five things and youâll sell more products!âŠand so on.
The problem with formulaic strategies is that they put you at risk of jumping through the marketing hoops because thatâs what you think youâre supposed to do, when in fact some of those hoops are not a good fit for your brand. An agency might tell you that Instagram is essential to market a beauty brand, or that pop-ups are hot this year â but the truth is that some brands donât do well on Instagram, and some consumer markets donât attend (or like) pop-ups. So the job of a beauty marketing team isnât just to understand how marketing works in 2022, and tick off all the things on the this-is-how-you-do-it list. You have to build a strategy from within the brand, rather than picking a strategy from the outside and forcing your brand to fit into it.
Sometimes, that means using techniques that seem counterintuitive if youâre looking at them through the lens of a set strategy. So here are a few of those counterintuitive techniques that can, in fact, be incredibly effective.
What is Beauty Business Journal?
Ideas. Frameworks. Community.
TodayâsÂ business owners, CEOâs, directors and commercial teamsÂ have only 1% of their week to dedicate to learning. They want knowledge from peers and experts, information from those at the forefront. They need to make every moment count.
The question: What areÂ YOUÂ doing with your 1%?
Inside Beauty Business Journal youâll get access to industry knowledge and analysis delivered via weekly interactive emails, including data-led insights, deep-dives into key areas like technology, retail, marketing, strategy and media, plus a community of professionals just like you.
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When you join Beauty Business Journal, you get instant access to the following:
- Podcast & Written Content. Instant access to over 3 years worth of thought leadership. We deep dive into the trends and topics that modern businesses are confronting daily.
- Processes/Frameworks: We share the most effective processes and strategies our team have studied and learned from over the years. Frameworks used by some of the most successful brands in the industry. Designed to help you create effective go-to-market strategies, build a stronger brand presence, convert more customers, improve ecommerce infrastructure â we share it all, so you walk away with actionable takeaways every time. (Think Charlotte Tilbury, Hero Cosmetics, Harrys, Beautyworld Middle East, etc.)
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Our members are entrepreneurs, indie founders, commercial management within multinational organisations, sales and marketing professionals, venture capitalists, investors, agencies and consultants, from over 135 countries. They are serious professionals who have built brands or are on a journey to doing so.
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Updated July 2021