When it comes to marketing, the beauty industry is of two minds. Consumer-facing marketing efforts appeal to the buying power of the consumer’s emotions. It’s aspirations and aesthetics that drive purchases. However, business-to-business marketing practices within the beauty industry are not so sexy. These tactics are often based on cold logic. So what is the best strategy for B2B marketing for the beauty industry? The answer lies in the heart of its emotional B2C side.
Speaking the language
B2B marketing for the beauty industry should exude the same young, vibrant attitude found in many of its top brands. These CEOs and decision-makers are in tune with what Millennials and younger generations love, what they are attracted to and why they buy. That’s partially because they are diving head first into social media analytics and sales trend data. But increasingly, these people are themselves part of the younger generations. Many of them began their careers as trend influencers and fashion icons. This is why it is key for the marketer to speak the same language. The data must be captured and parsed to understand what is important in driving profits and how it can influence a company’s B2B needs.
Social Media Influence
Active participation in social media is essential for any consumer-facing brand, as they use their own recognition and influence to continually build a customer base. According to Nudestix founder Jenny Frankel, “Everything (Millennials) know is from who they are following, and that includes beauty and lifestyle brands. But if they don’t follow you, they have no idea what you are doing as a brand. And if they can’t relate to you, they will ignore you.” Establishing a presence on social media networks like Snapchat and Instagram may not be immediately intuitive in B2B marketing for the beauty industry. But imitating the consumer brand experience shows target companies that generating buzz and beautiful imagery can establish clout within the beauty world.
A Dynamic Web Presence
Of course, an engaging web presence is always beneficial for any company. Increased traffic not only provides audience data, but also a home base for brand followers to receive information and updates. Blogging continues to be a simple but effective tactic to keep users engaged and coming back for more. But it also humanizes a brand—an obstacle many B2B companies struggle to overcome. By including personal touches within blog entries and featured videos, the company establishes itself as a go-to resource with a soul. And that helps resonate with the emotional side of their target customers.
In the end, B2B marketing for the beauty industry doesn’t have to be the uninspired solution it has always been. A modern strategy that utilizes consumer insight, social media and a dynamic web presence can result in successful B2B marketing for the beauty industry. Just remember that every aspect of a marketing strategy can benefit from the warmth of an emotional response.