Digital Marketing presentation - City University, London - fashion - Teach Digital - www.teachdigital.uk

1. SilkBeauty
Beauty on Demand

2. About SilkBeauty
SilkBeauty is a mobile beauty salon which
provides beauty services to customers in
the comfort of their own homes
Beauty at the click of a button
Fully qualified and experienced
professionals based all over London
Appointments available outside of
traditional business hours and at short
notice

3. SilkBeauty – Products/Partners

4. SilkBeauty Website
An offers Page is a must. It’s the 2nd most popular
salon website page. Highlight discount or added-value
promotions.
Start a monthly blog with hair tips, trends and advice. It
will help website rank higher on Google.
Include a price guide page – it’s the 3rd most visited
page for salon websites.
Include calls to action to encourage prospective clients
to choose your salon. “Call now, phone to book, enter
now”.

5. App - SilkBeauty
Native application for offline use
To give customers seamless experience
It is an extension of brand and help
increase brand awareness and recognition
Push notifications for appointments
Provides own digital space
Instant access to customer support

6. Plan - Target Market
Demographics: Female between the age group of
18years to 59years.
Lifestyle: Busy women with busy lifestyle living in
London.
Behaviour: Active online users.
Value: Female who visit salons regularly and spend
money on various beauty treatments.

7. Plan - Target Market
Our customers fall within the category of
Nomads and mainstreamers.
Mainstreamers: These are people willing to
opt in to most digital solutions with a
strong possibility of a benefit in the near
future.
Nomads: People in this segment truly want
to port their digital profiles anywhere in any
setting.

8. Digital Marketing

9. Online Value Proposition & 4 P’s
The ultimate in Beauty on Demand
Adding value to the brand online:
Product – Additional Products
Price – Discounts, incentives
Place – Social Media, bloggers
Promotion – Build and retain
customers

10. Social Media
Advertising on social networking sites:
Media buying
Creating pages and account
Program updates and news feeds
Press releases
Feedback responses
Web link to enquires and responses
10

11. Facebook
Pay peanuts, get monster promotion
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12. Foursquare
Optimize listing by adding a business
description, hours of operation, website
link, social media links, service details etc
Use the Foursquare advertising solutions
to boost the business
Upload photos
Use local updates to engage with
customers who have checked into similar
kind of business
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13. YouTube - Vlogging
Start Silk Beauty video channel
Create practical makeup
application videos and release
them on YouTube once a week.
Preferably on Friday afternoon.
Encourage existing clients to
watch and share the videos
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14. Instagram
Stay on trend: For instance post makeup tips
related to summers during summers.
Geography: Hashtag locations where you
provide home salon services.
Encourage clients to participate. Share pictures
on Instagram to show relaxed home setting.
Do exclusive Instagram contest. For instance
hold a contest among your followers such as
“Post a picture of your new summer manicure
with #ontrendnails and win your next manicure
for free”
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15. Twitter
Use twitter as an information
source about your services.
Exclusive twitter offers.
Offer for retweets
Use twitter hashtags
Share articles/blogs relate to the
salon.
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16. Blog
Write relevant Blog. For
e.g.: Tips for beautiful
nails in summers
Create poll on your blog.
For e.g.: What is your
favour ate summer
lipstick color-
Beige,nude,Bright.
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17. Email Campaign Strategy
Welcome Campaign
Real time email
Follow up emails
Lifecycle campaign
Renewal reminders
Cross and up selling campaign
Re-engagement campaign
Re-contact – 12 months
Follow up
Last engagement attempt

18. Key Performance Indicators
Example of
Marketing
Dashboard
Overview

19. Search Engine Optimization
Title tags
Meta data/Meta Tags
Directory Structure
Sitemap & XML site map
Mobile site indexed
Links and anchor text
Backlinks
Test performance
Keywords

20. Affiliate Marketing
Paying someone to generate
business online. For
instance: Silk beauty can
affiliate with yoga company
website, lifestyle bloggers
Payment is performance
based
Affiliate is rewarded for each
visitor or subscribe
generated with their effort