5 Powerful Ways Video Can Help Makeup Artists Reach Clients

These days, it seems like being a makeup artist is not enough. Social media influencers are vying for attention– and winning it with their entertaining, informative, and shareable photos and videos. Everyone is listening to beauty influencers… when they could be listening to you!

If a beauty influencer can use video to attract an audience, so can you. You’ve got the experience and first-hand knowledge of applying makeup to other people that makes you the ultimate beauty educator. Use what you already know and combine it with the power of video to engage your current clients and meet new ones!

Consider these five ideas to use video in your marketing strategy.

1. Do a makeup tutorial live on Facebook.

Do you want to attract more attention to your makeup artistry business? Use the power of Facebook Live. According to Facebook, people watch live video for 3x longer than if they were watching regular video. Live video is exciting to people because it’s in-the-moment and unedited. Anything can happen!

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Broadcasting a makeup tutorial live will help you get the most exposure for your business because Facebook gives live video top priority in the newsfeed, over regular video! That means your friends will see you at the top of their news feeds. If they comment, like, or share your video, their friends may see your video too.

Bonus: Your video won’t disappear (like on Instagram) so people can view it after it ends. Did you know that two-thirds of live video views happen after the live broadcast has ended?

Facebook Live will help you build a stronger connection with your growing audience. Focus on sharing helpful information, relating to your viewers, and letting your personality shine through! If you are consistently going live each week, you are staying top-of-mind for your audience. Here’s an easy step-by-step guide to going live and here is an iPhone tripod you’ll need to be hands-free!

2. Create 3 short videos of yourself sharing makeup tips, post them to your Facebook business page, and “boost” them!

If you aren’t a social media influencer with a huge following (not many people are!), meeting new clients on social media can be difficult to do without spending money. That being said, you don’t have to spend a lot of money. You can start with as little as a dollar a day per post!

To get in front of potential clients, create three short, helpful videos that highlight your talent with makeup. To create the videos, use bright natural lighting and a DSLR camera. Get the best tips for filming beauty videos from Shameless Maia here!

AAEAAQAAAAAAAAwDAAAAJDE2NDY0ZmM2LWI5NWItNGJlYS1iZTA3LTQ4YjIwOWI1NTBjNANext, press the blue button and boost them for a few dollars each. That means you’re advertising the posts to an audience that you choose! Here are the basic instructions from Facebook:

Go to a post you’ve created and click Boost Post in the lower-right corner.
Choose your audience and budget based on how many people you want to reach on Facebook and Instagram and how long you’d like your boost to run. You can also change your payment method.
Click Boost Post.

3. Share your morning makeup routine to your Instagram story.

AAEAAQAAAAAAAArGAAAAJDA1ZjI3YzFiLTEzMzUtNDFmOS04NjUwLTRjNGU5N2FlY2I0MQIf you use Instagram regularly, give your followers an easy way to relate to you and learn from you!

Try sharing your morning makeup routine. If you haven’t posted to your story at all, or it’s been quite a while, your followers may receive a notification of your post!

Don’t forget to tag brands that you’re using and summarize steps or tips using the text tool.

This is great way to keep your Instagram audience engaged with you and your business.

Other things to try: behind-the-scenes photos and videos of your work, a live Q&A, and quick photo tips!

4. Use live video to take your services online! #GoVirtual

Live video not only helps you engage with your current audience on social networks, but it can help you meet brand new clients. When you set up a virtual business in the ExperChat marketplace, virtual clients can find you and pay you to give them personalized advice and help with their makeup.

ExperChat is a virtual consulting platform for experienced beauty (that’s you!) and fashion professionals. If you are approved to be an Expert on ExperChat, you’ll be accessible by potential clients all over the country who can book a live video appointments with you.

It’s like a one-on-one Facebook Live video with a client who pays you for advice! To learn more about ExperChat and apply to join the Expert community, click below.

5. Host a live Q&A on Google Hangout, YouTube Live, or Facebook Live.

AAEAAQAAAAAAAAzPAAAAJDYwNDE4MjhlLWRlYTYtNDRkZi1iYjNjLTAzY2U3ZGI3YWYzZQYour friends and family members are always asking you for makeup advice. It’s a safe bet that everyone else in your network has questions about makeup, too!

Try hosting a live Q&A session to answer their burning cosmetic questions! This is a casual way to get exposure for your business.

Pro tip: If nobody has joined your live video yet, have some pre-decided questions to address so you aren’t left speechless!

If you want to see a professional makeup artist rock Facebook Live, see Mathias Alan’s videos here.

I hope this blog post inspired you to use video to boost your business. If you have any questions about using ExperChat to host live video appointments with clients nationwide, send me a message.

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The Brands Who Stalk Me and Why It Works

The Brands Who Stalk Me

I am a marketer’s dream. I love online shopping, and I fall prey to remarketing tactics often. Shout out to Loft, DSW, Francesca’s, Amazon, and Tarte for reminding me about what the items I’ve been eyeing online.

Yesterday, I represented the 73.1% of people in North America who abandon their shopping carts (The Remarketing Report, Sales Cycle). I was looking at a sweater but didn’t buy it. Why? Because I was just looking. That happens to be the most common reason for cart abandonment, and it’s up to marketers to make sure the buyer comes back to them when they are ready to make the purchase.

My favorite brands follow me everywhere: on my Facebook newsfeed, on the Facebook sidebar, in my Skype window, after the article I’m reading, in my gmail account, and on Instagram. Their aggressive retargeting works, too.

When I’m reminded of the items that I placed in shopping cart but did not purchase, it always prompts me to go back to the site and look in my cart. I might do it immediately after seeing the ad, or days later.

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Sometimes I appreciate the reminder. One morning, I saw a Clinique ad in my Instagram feed and remembered that I needed product, so I clicked through to the website and made a purchase! Cha-ching! Conversion made.

Why It Works

Retargeting is a cookie-based technology that uses a Javascript code to anonymously follow your audience online. It works best on people who are already familiar with the brand and usually results in a higher ROI than most other digital efforts.

retargeter-story.png

Source: Retargeter.com

It works because it’s repetitive. The repetition effect is any effect or response resulting from repetition in exposure to a stimulus. By repeatedly showing me an ad for a product I’ve viewed before, marketers hope to bring me back to that shopping cart I abandoned.

 

Web site visitors who are retargeted with display ads are 70 percent more likely to convert on your Web site.

Black Friday and Cyber Monday are almost here, and many brands are using their retargeting efforts to catch the attention of the online shoppers. I know the second I leave WordPress, I’ll see an ad and be tempted. You’d think as a marketer, I’d be immune to these things!

To learn more about retargeting, read this post on Moz.

 

10 Motivational Social Selling Quotes

Whether you support social selling or not, it’s a practice among top sales professionals that is alive and well. The buyer is now easier to reach than ever, because the buyer isonline and changing the way we approach sales.

Today, sales professionals work hard to strategically insert themselves into the buyer’s journey online. I like this description of the battle for attention that is social selling from a book I’m reading called Social Selling: Techniques to Influence Buyers and Changemakers: 

Engaging prospects early and often in the decision cycle is now a prerequisite of modern business, and the battle for attention is fought through subject matter expertise andthought leadership in a
non-promotional format.

Subject matter expertise and thought leadership in a non-promotional format is a big part of being a social seller. Of course there’s a lot more to social selling than that, as you’ll see in the quotes below.

I created the following images using ten motivational social selling quotes that speak to what social selling is and why it’s so important for sales professionals today. These quotes are from social media, marketing, and social selling professionals and will hopefully inspire you and get you thinking about your approach to social selling.

Which quote motivates you the most?

-Johannah

The Beauty of Word-of-Mouth Marketing

Ted Wright, founder of word-of-mouth marketing agency Fizz, said in a recent Social Media Marketing podcast, “I do not believe this is the age of social media. I believe this is the age of conversation. I believe social media tools are a very important part of that conversation.”

Ted offers a bigger perspective that often gets lost in our digital-obsessed world. We think social media is the key to more sales and customers, but it really comes down to the fact that the internet has given people a way to find commonalities between each other and connect in a way that wasn’t possible before.

Ingredients for WOM Marketing

In the podcast, Ted discusses two WOM marketing successes he’s had with his clients Pabst Blue Ribbon and Bissel. He says that in order to do WOM marketing, you need to have a story. Your story has to be three things:

Interesting, relevant, and authentic

Once you have your story ready, you need to identify your influencers. Your influencers are people who have an interest in you, and who are willing to share your story with their followers. Their followers see them as credible experts on a given topic. So, the next step is to give your influencers as many opportunities as you can for them to share your story!

Word of Mouth MarketingIn the podcast, Ted talks about how Bissel knew that their vacuums cleaned up small lego pieces really well. Who cleans up small lego pieces? Parents! So he identified an opportunity for Bissel to be where the parents were: a giant lego-building event for kids. He sent people in Bissel t-shirts to vacuum up lego pieces that had flown outside of the play area. Then, they would empty the vacuum pieces back into the play area right in front of the parents. Boom. The influencer parents made the connection: Bissel vacuums are great for cleaning up legos. That’s the story they share! Out of 30,000 parents that attended, about 3,000 were likely to be influencers. What a great way to reach the influencers where they are!

So, how do beauty brands use word-of-mouth marketing? You already know.

Social Media Stars (YouTube, Instagram, Snapchat, Vine, Pinterest)

Michelle Phan and L'OrealCosmetic brands seek our their influencers (people who are beauty experts and who have a large social media following). Examples of advertiser-influencer relationships:

  • L’Oreal & Michelle Phan (YouTube)
  • Maybelline & Zoe Sugg (YouTube)
  • Clean & Clear & Meghan Hughes (Snapchat)

Brands who connect with influencers are smart. They are using the influencers to gain the trust of consumers, and making more money doing it! According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.

Why It Works

Here are two important statistics that explain why influencer and social media marketing works with consumers:

  • 74% of consumers rely on social media to inform their purchasing decisions.

This stat comes from the ODM group, and is a telltale sign of how significantly technology is impacting consumer behavior through unlimited information to product data and fellow customers’ experiences. How can a brand have a voice in all the user content and feedback that surrounds their products? I’ll give you three guesses but you only need one: influencer marketing.  

  • 90% of consumers trust peer recommendations. Only 33% trust ads. 

As per Nielsen, this stat clearly shows that, for brands to reach consumers in the current reality, they need the help of influencers. Consumers have begun to tune out traditional ads, and increasingly connect to their social networks to guide buying decisions.

Source: Simply Measured

Influencer marketing has proven so successful that there are companies that will provide influencers for your business. These include: Brand Backer, Socialyte, and Style Coalition.

WOM/Influencer marketing is powerful, but Ted explained one pitfall that brands should avoid:

…thinking that the speed of word-of-mouth or social media will be the same as broadcast. Broadcast’s ability to actually move markets is not what it used to be. For some media, it’s not working at all, which is why newspapers are either going out of business or are much smaller. Ads don’t work anymore.

Marketers need to be up front with client leadership, and let them know how much time word-of-mouth marketing takes and why.

Ted says word-of-mouth marketing campaigns will see movement in the first 10 weeks and significant movement in the first 30 weeks. Plus, an entire year’s worth of word-of-mouth marketing covering the whole country costs less than one flight of television ad buying time for one network show.

Source: Social Media Examiner

The beauty industry has taken advantage of influencers, but I think there is still so much word-of-mouth marketing that can be done offline.

Like Ted Wright said, this is the age of conversation. I think it would be really cool if a beauty brand decided to do WOM marketing IRL like PBR did with Fizz. Listen to the podcast. You’ll be inspired to start your own WOM campaign.

-Jo

P.S. If you like infographics, here’s a great one:

The State of Influencer Marketing #infographic