In today’s media-driven world, it’s important for brands to harness the power of public relations. Often small and niche beauty brands shy away from PR, believing they cannot afford to work with an agency or freelancer. The truth is that even that brands of all sizes must utilize some form of public relations. Below we list five reasons you should hire a beauty public relations specialist.
1. Media Placement
Media placement is still the number one reason your brand needs a savvy Beauty Public Relations expert. At Edith Press, I often use this analogy with prospective and current clients: What if the Birkin, often called the world’s most famous handbag, was designed and sewn by a farmer in Iowa? Said farmer’s wife owned a few horses and he made the utilitarian leather bag to carry some of her gear. What am I getting at with this comparison? No one would know this bag existed without public relations. The farmer isn’t a designer, but even if he wanted to craft a few more handbags, his Birkin still wouldn’t be the blockbuster it is today because no one would know of its existence. Consumers are creatures of habit and many are sheep-like; they need to be shown and told what to purchase. Landing your products in the pages of a well-known fashion glossy or on a style site puts them in front of consumers. Consumers trust product recommendations;, especially from a well-known source. Media placement results in sales and brand awareness.
2. SEO
We are beauty public relations specialists who understand SEO. Many small and niche beauty brands shy away from search engine optimization because of the expense and they believe it’s too complicated. SEO isn’t difficult, but it does take time for your website to go up in search rankings. We advise clients to start with on-page SEO and to also set up a blog attached to their brand and site. After on-page is thoroughly complete, then move to off-page. SEO is a long distance run, not a sprint. Online media placement is part public relations and part SEO. Backlinks from well-known sites are powerful and ultimately help your brand’s website begin to rank. Ultimately, your aim is for a few of your site’s keywords and long tail keywords to be on the first page of major search engines.
3. Website and Social Media Content
Content on your brand’s website and blog play an important role in beauty public relations. Content creates brand awareness and also helps SEO. Your beauty site’s content must describe your products in an effective, but concise manner. Posting articles on your blog is a great way to describe, in-depth, new products and launches. Think of your brand’s blog as its own virtual magazine where you can toot your horn as much as possible. A blog is a fantastic online resource for content creation and don’t forget: Search engines LOVE content- on your website and posted on other sites. From an SEO perspective, it’s debatable if a site blog helps your ranking, but we see it differently. Every bit of content ultimately over time, helps your website in the rankings. Your sit’s blog is also extremely useful to your customers; they want updates on new launches and it serves as a platform to write more in-depth product descriptions. Over the long marathon which is SEO, well-written and helpful content helps your site and brand.
4. Influencers
As beauty public relations specialists, we are happy to reach out to social media influencers on your behalf. It seems influencer hype hasn’t died down, but we are honest with our clients that ROI doesn't always pay off when paying someone to peddle your products. From first-hand experience, we know what it’s like to pay an influencer to promote our products. It’s disheartening and a letdown when you hand over $3,000 for one promoted Instagram post and it doesn’t result in an uptick in orders or return on investment. Even huge billion dollar beauty brands are realizing that throwing money at influencers and “sponsored” posts isn’t resulting in massive sales. However, sometimes working with an influencer makes sense and as a beauty public relations agency, we will work with influencers on new products or launches; especially if you think it’s important.
5. Communication
Communication is a broad term. However, as Beauty Public Relations specialists we still believe in PR in the traditional sense in that we exist to make sure your brand and products are seen favorably by consumers and the public. Press releases may seem like a relic from the past, but certain situations still call for them. When sending email pitches to editors, we like to still stick with tradition and attach a small press release - along with line sheets and a few jpegs. The traditional press release lets editors and writers understand a new brand, its background, and inspiration. Forms of communication evolve, but we still like to keep a few time-honored principles in our PR toolbox.
If you have questions about growing your beauty brand, don’t hesitate to contact our public relations agency. We are happy to answer any questions. Our aim is for our clients’ brands to grow and prosper.
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