When one speaks of the health and beauty sector, one is referring to an industry that knows no crisis. It is the importance attached by more and more people to the health factor that allows the companies that are part of it to record ever-increasing turnover.
Women and men are more focused on keeping themselves in perfect shape and, at the same time, intent on offering others a pleasing image. While the market is undeniably thriving, it is not so easy for a company to differentiate itself from others.
Fortunately, there are several strategies that help a brand stand out. One of the best ways to do this is to set up and implement an affiliate programme.
Affiliate marketing involves a company, which plays the role of “advertiser”, paying the “publisher”, i.e. the affiliate, only if sales are generated through the associated “affiliate link”.
At Studio Concept, we specialise in creating graphics for companies in the beauty industry. We have the necessary expertise and experience to help companies excel. And we do this by designing the graphic image of cosmetic products.
Why should a cosmetics brand adopt affiliate marketing?
Being able to promote your brand in order to increase your user base can be both complicated and costly.
Adequate technological infrastructure is also required. Affiliate marketing is a model that, properly supported, provides several advantages for brands active in the cosmetics industry.
In addition to boosting a brand’s authority and global recognition, both the brand, the website and the various communication channels the company uses will benefit from better indexing on search engines.
The affiliation can be considered optimally concluded when people who are genuinely interested in purchasing a brand’s beauty products actually make a purchase, generating what is known as a “conversion”.
Identifying your cosmetics brand niche
Contrary to what many still think today, it is not enough to be able to reach a very large pool of users to see a significant increase in sales volume. For this to happen, in fact, it is essential to identify that group of consumers (the target or niche) that is really interested in buying the products offered.
The potential gain in affiliate marketing is also linked to identifying the right niche. The audience that normally buys from a health and beauty company is interested, for example, in skin care, hair treatments and weight loss lines.
To sum up, the affiliation strategy will have to develop from a careful assessment of the niche.
Creating an effective affiliate programme
The next step will be to find affiliates right within the identified niche. It is these latter that will best promote the brand’s activity.
Optimising the affiliate registration page will convert potential affiliates into actual affiliates. To do this, proper attention must be paid to elements such as page design, the images used and the registration page submission forms.
Quite simply, the page must be “user-friendly”. Also not to be missing will be a “call-to-action”, aimed at convincing affiliates to fill in the submission form and click on the submit button.
It is necessary that the affiliate registration page be optimised for SEO. Ranking among the first results of a search engine means attracting the attention of a large number of affiliates looking for affiliate programmes that fully meet their needs.
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Promoting the programme to suitable affiliates
Does the page for recruiting affiliates appear optimised?
The next step is to promote it properly. In addition to being advertised on the website, it should be easy for potential affiliates to find. Sending e-mails to contacts belonging to the previously identified niche is very helpful in this respect.
Newsletters will inform about the recruitment needs of affiliates. It is not uncommon for advertisements to appear in the footer of corporate e-mails to promote the affiliate page.
Even more frequent is the use of social platforms, which are excellent at organically promoting both the affiliate programme and its recruitment page. Why?
As affiliates and publishers are generally particularly active on social media. Finding a not inconsiderable amount of information about the affiliate programme, they may forward it to other affiliates deemed better suited than them to make a valuable contribution to the programme. Still looking at social channels, giving a further boost to promotion are paid advertising campaigns.
This option allows cosmetics brands to target the affiliate programme and the recruitment page more precisely.
Advantages of Affiliate Marketing for your cosmetics brand
With a well-structured affiliate marketing strategy, beauty brands can register a growth in online sales and, at the same time, experience an increase in website traffic.
Affiliation is based on “performance”: consequently, the affiliate will only receive the promised commission after the requested action has actually been completed. And this motivates the affiliates themselves to generate the conversion, leading them to purchase the products.
Affiliates are also useful for enhancing corporate reputation. By forging partnerships with bloggers and sites of proven trust, your company can benefit from the support of affiliates, which will strengthen consumer trust even further.
Increasing ROI and brand visibility
Compared to a simple Facebook ad, or ads in print media, affiliate marketing sees companies pay only if a conversion has occurred. And this leads the ROI (Return on Investment), i.e. the “return on investment” budget, to grow, generating profit.