Jo Diep, founder of The Beauty Bounty, explains why the business should win the marketing and PR category of the Guardian Small Business Showcase competition.
At The Beauty Bounty we provide five elements for a holistic lifestyle and use different platforms for our marketing efforts, but we realised our approach was scattergun. We touch on social media but don’t use it consistently, our blogs are random and we weren’t getting the reach or traffic that we require to grow the business.
The solution was to refocus and put together a content marketing plan, inspired by a video that Coca-Cola did a few years ago called Coca-Cola Content 2020. In our plan we have four phases and break down the consumer profile, journey and methods of engagement. We created profiles based on customers’ day-to-day activities – what they read, the type of music they listen to and even what they have for breakfast. For us content marketing goes to the heart of how our services enhances their lives and makes it better. The Beauty Bounty solves people’s lifestyle needs that they don’t even realise they need sorting.
The Beauty Bounty blends online media, such as content marketing material, with offline events. In addition, we host a meetup group called London Curated Events.
It’s important to remember that you must track whether your marketing is working. For this we don’t use anything fancy, just Google Analytics.
All entries which meet the competition criteria are published and our judging panel select a shortlist of the top three for each category. Winners are announced at an awards ceremony in summer 2016.
