Beauty Biz

LIGHTS, CAMERA, ACTION!
You might roll your eyes at me in a moment but
2021 is the year to put a face behind the name
and reap the engagement benefits. Getting in
front of the camera for Facebook and Instagram
Stories, Reels and IGTV sessions are all ways
that video is celebrated on social media. It goes
without saying that our audience consistently
responds better to content that features ourselves
or members of a team because it humanises the
brand they’re following.
I want you to take a look at the content you’re
scheduling on social media and ask yourself
“could this be a video?”. Content such as
educating about a new skincare product,
describing your latest skin treatment or even
introducing a new team member are all ways
that you could switch a regular post out for a
video and start creating meaningful emotional
connections.
The best part? This content can be recycled!
If you’ve produced a brilliant new in-treatment
IGTV video (shared across to Facebook of
course), make the most of it by including it in
your next e-newsletter or as part of a blog post.
Six months down the track, you can repost that
video to your socials and re-introduce it to the
new followers you have gained along the way.
Video will always be one of the heroes of social
media so now is the time to embrace it.
YOU’RE A BLOG BOSS
Jumping off social media for a moment and
moving to your website, a blog is another brilliant
way to be showcasing your expertise online. It’s
time to showcase your incredible knowledge
through informing and engaging blog posts.
Not only are blog posts another value-adding
resource for your clients, but your website’s
going to love them too! Regularly adding quality
content like blogs to our website puts us in the
good books of Google. How? Through SEO.
Search Engine Optimisation (SEO) is the dark
art of getting your website on the front page of
Google. It takes into consideration the quality
of the content you’re producing on your website
and also the keywords you’re using to spread the
word.
When kicking off SEO efforts, consider what
people are searching online to find a business
like yours. Just like the exercise we did for
hashtags, think about your location, services
and the problem you are solving for your clients.
Searches for a business like yours could include
Melbourne Skin Clinic, LED Facials Brisbane or
even Fat Freezing Sydney. Including a keyword
or two in your blog posts helps boost those SEO
juices.
Like everything in the digital marketing world,
SEO is a marathon and not a sprint, but it will pay
off over time! In addition to boosting your page
rankings, blogs can be recycled into e-newsletter
features, social media posts (at least 4 to be
exact!) and as educational resources that you can
refer to during your client’s treatment journeys.
A WHOLE NEW WAY TO EDUCATE
Instagram Guides arrived on the scene towards
the end of 2020 and I know you’re going to
love them as much as I do. Designed to share
our must-know places, products and posts,
Instagram Guides make educating our audiences
seamless and ultra-engaging.
Instagram Guides maximise content that already
exists so there’s no need to panic about needing
to produce more posts each month! A platform
for you to compile must-know info on specific skin
concerns, retail brands, services or even how to
perform at-home treatments, Instagram Guides
house your existing posts and group them into
dedicated themes and topics.
So, why use Instagram Guides? It’s simple!
There’s something for everyone. It’s a space for
new clients to visit when they’re ready to tackle
a skin concern, for the skincare novice that’s
looking for a professional brand and the existing
client that wants to up their self-care Sunday
game. Instagram Guides celebrates the amazing
content you’ve already produced and repurposes
it as an informative, educative and value-adding
hub.
BE PREPARED FOR CHANGES
Now, it wouldn’t be social media without a few
spanners in the works! Facebook has kicked off
2021 with the announcement of some significant
changes coming our way.
In true Facebook style, the rollout of their new
additions will be a slow and sporadic process
so get ready for your page to appear differently
overnight. Whilst what we’re sharing on
Facebook won’t necessarily change, how our
audience engages with it will.
Facebook is removing all page likes and instead,
moving to followers. This will require a switch
in your language when asking your clients to
connect with you online.
For us admins, our user permissions are being
altered and we’re gaining some new call-toaction
focussed insights! From a customer point
of view, our bio will be front and centre (so make
sure it’s updated) and they’ll have the ability to
ask us questions in a public forum.
Ready for a year of nailing your digital game? I
know I am! Let’s connect on socials and ride the
wave together.
Rachel Medlock is the Founder & Creative
Director at do you even social?, a creative
digital agency with a twist. Learn more about
Rachel and her digital fairy godmother skills
at www.doyouevensocial.com.
Beauty Biz Year 14 Issue 1 67