When settlers crossed the midwest, they brought with them the ability to create homemade soap. Today, innovators like you have revived the time-honored art of soap making using more efficient, high-quality soap equipment to ensure consistent products consumers will love. In fact, soaps and detergents are expected to sell for a combined $47 billion by 2025 nationally, according to Statista. Want to grab the biggest piece of this lucrative pie? Focus on marketing techniques aimed at wooing eager customers.
Differentiate Your Soap From Competitors’ Options
What makes your soap unlike any other brand a person could buy? Is it that you invested in the best soap making equipment such as a top-line soap melting machine? Or have you experimented with unusual fragrance combinations derived from exotic sources?
After writing down your differentiators, pick the top three that set your company apart. In all your marketing material, focus on at least one of differentiators to pique the curiosity of buyers.
Define Your Target Buying Personas
In most cases, someone who purchases your specialty soaps probably cares about more than simply getting clean. Dive deeper to find out what makes your top buyers tick. Case in point: Consider the personality traits, lifestyle habits, and other key behaviors of your target customers.
For instance, do you tend to sell to Millennials who want to know exactly where their soaps come from, right down to the type of soap equipment used during the process? Do you find that your Generation X patrons prefer to spend money selectively on beautiful soaps that appeal to the eye and the skin? Flesh out up to five types of people who are most apt to buy your product, basing some of the information on what you know about past purchasers. Then, market your soaps on the virtual channels and in brick-and-mortar places frequented by those personas.
Offer Insider Videos Into Soap Making
To you, soap equipment might not be a big deal. After all, you generate soaps all the type. Yet prospective customers might be mesmerized at the sight of industrial soap making equipment. Those same potential buyers probably would love to get the insider details on how you come up with the favorite soaps they adore. This is where YouTube comes into the picture.
YouTube remains one of the most popular search engines in the world, so make use of it on a routine basis to educate the public. Record short two-minute videos on your phone or tablet, kicking off your series with a brief tour of your soap making equipment and then go from there. Encourage viewers to leave comments so you know what types of videos to produce in the future. Be sure to talk up your YouTube channel on your website and social business pages.
Join Forces With a Social Media Influencer
Many marketers have moved toward working with social media influencers to promote their products. Plan to negotiate compensation, which could be based on anything including how often they talk about your soaps or share images of your cool soap equipment. You might even want to pay influencers by the commission, offering them a percentage of sales made through a customized link to your online store.
Where can you find social media influencers? Start looking on Instagram and Facebook for people who talk about topics like used cosmetics making equipment, homemade cleaning products for personal use, and the like. Or, use your target personas for guidance. Then, reach out to influencers with vibrant, engaged bases.
After taking the time to carefully choose the right soap equipment and signature products for your venture, you deserve to enjoy the fruits of your labor in the form of profits. Concentrate on marketing your soap making brand wisely to steward your resources while getting the most bang for your buck.