Marketing Goal

We’ve always aimed to build our brand to be associated with trust and affordability. In our current growth phase, our goal is to increase our solid base of loyal customers. In conjunction, we are looking to improve our online presence to grow our shopify sales.

Marketing Budget

Our storefront did well before the virus hit. We have a healthy budget set aside for a long stretch of marketing efforts.

Strategy

Our product is made for the general public, and not just for those focused on beauty and wellness. We will partner with modest influencers who have an audience that is made up of people that shop on a tight budget. In order to build trust with our consumers, we’re going to try and use a small number of influencers for repeat agreements.

An influencer who is not known for beauty products might be the best partner for us. We will selectively DM people who engage with our account and have roughly 5k followers or more, but have modest, genuine content.

We’ve heard of a few influencer marketing platforms, but we haven’t taken the time to find the right one for us. For this effort, we’ll find our desired influencers by direct message. The influencers will be informed that they will only receive payment after the third post is made. We’ll also let them know to provide 2-3 weeks between posts so that they don’t overwhelm their audience.

In addition to a payment, we will send the influencer a few of our skin care products for their content.

Things we didn’t do

It isn’t in our best interest to blow our budget on a single influencer or single post. These large spend efforts can be hit or miss, even with significant planning and analysis. There are many variables at play that determine how well an effort leads to the accomplishment of our marketing goals.

We didn’t spend our budget on social media ads because we are interested in expanding our solid foundation of loyal customers. The authenticity of the message is key to this goal and is better accomplished by delivering our brand’s message from the mouth of trusted influencers.