Beauty Biz

BUSINESS
LEVERAGING
SOCIALS FOR
GROWTH
By Rachel Medlock
Are you ready to up your digital game in
2021? Of course, you are!
Happy New Year! Like most of us, I’m sure the
start of 2021 is a fresh start (and a big thank you,
next to 2020). Day one of a twelve new chapters,
the beginning of some big changes and the year
you take control of how your business is showing
up online.
If we haven’t met before, hello! I’m Rach, the
Head Honcho behind do you even social?
We’ll get to know each other over the next year
as I join the Beauty Biz squad as your social and
digital expert.
Kicking off our time together, I’m sharing ways
you can up your digital game in 2021 and why
achieving transformative results online doesn’t
need to be an intimidating experience. Ready,
set, let’s get digital!
DON’T FORGET THE BASICS
The start of a new year is the perfect opportunity
to ensure you’ve got all of the basics covered on
social media.
Basics such as ensuring your profile picture fits in
the Instagram circle, updating your bio to remove
any Christmas gift pack promotions and updating
your cover photo to include a showstopping first
impression of your business are often overlooked
updates that take one minute or less to correct.
Whilst you’re ticking off all the basics, don’t forget
to double-check that your contact information is
correct, call to action buttons are working and
that your link in bio sends people exactly where
they need to go.
YOU SHOULD HASHTAG THAT
If you’re not already using hashtags on
Instagram, you’re missing out on a tonne of
opportunities to connect with potential new
followers (and ultimately, new customers). For
66 Beauty Biz Year 14 Issue 1
those already using hashtags, 2021 is your year
to optimise your strategy to welcome more of the
right people to your posts.
Every Instagram post allows thirty hashtags, and
every Instagram story allows ten. This is up to
thirty new opportunities to create connections
online. As a result, it’s important to really consider
the hashtags you’re using on social media and
whether they’re putting your posts in front not just
your ideal customer but people that can actually
engage, visit and spend money in your business.
For example, if you’re still using hashtags
like #skincare #facial and #beauty, you’re
automatically competing with over 60-million
other posts. Truly! These incredibly high-density
hashtags may be popular but because of that,
they’re ultra-competitive. They also lack the
specificity required to put your post in front of
paying customers. This is where location and
demographic-based hashtags come into play.
Next time you’re putting together your post’s
hashtags, consider your location and your ideal
customer. Changing #facial to something more
specific to your location like #melbournefacial or
#toorakfacial, makes it a lot easier for potential
customers to find you. These hashtags take
the density from million to thousands (or even
hundreds) and exude quality over quantity vibes.
When it comes to demographic-based hashtags,
consider what your ideal customer does when
they’re not visiting your business. Are they
career-driven women that would connect with
hashtags like #businesschicks or #ladystartup?
Are they mums dreaming of some me-time
that would respond to #mumsofmelbourne?
Perhaps they’re on the ‘gram looking for a
solution to their new year’s resolution like
#melbournebodycontouring!
In addition to covering your location and
what’s actually going on in the photo (think
#enzymetherapy), don’t forget to consider what
characteristics your ideal customer possesses so
you can become part of their fabulous lifestyle.