Promote my creations through different digital channels

Having explored distribution channels and laid the foundations for a solid sales strategy, it's now time to turn your attention to promoting your fragrance creations through the distribution channels you've chosen. Use three key objectives to structure your approach: acquisition, conversion and loyalty. These pillars will guide you towards stable growth.

Editorial planning: an essential tool for proactive communication!

Before promoting your creations, and to avoid publishing on the fly, you need to define themes that are consistent with your brand's universe and take seasonal variations into account.

The benefits of editorial planning and its organisation

An editorial schedule enables you to anticipate your publications over several weeks or months, guaranteeing fluid, consistent communication across all your channels. Thanks to this overview, you can structure your content around a common theme or seasonal highlights, distribute your promotional, inspirational and educational messages intelligently, and avoid saturating your audience.

Adapting your content to the specific characteristics of each channel

Each channel has its own specific characteristics. For example, Instagram favours striking visuals and short formats; Pinterest favours aesthetic and trendy visuals; newsletters provide a more intimate, personalised link; while blogs and e-commerce sites require optimised, long-lasting content.

E-commerce site: optimising your online shop to convert customers

An e-commerce site is much more than just a shop window: it's a real conversion lever. To effectively promote your handcrafted creations via a website, you need to think about marketing, user experience and storytelling, based on a solid foundation: your sales strategy. Here are a few tips to put into practice when creating an e-commerce site:

How can I optimise my online shop to convert?

• Detailed product descriptions: emphasise sensations, use and experience. Show your products in an interior setting.
• Customer reviews: reassuring and convincing social proof.
• Associated products: increase your average basket by offering complementary products.
• Exclusive offers: promotional highlights such as French Days or flash offers.

How can you attract quality traffic by working on natural referencing (SEO)?

Work on your natural referencing to attract qualified visitors without relying solely on social networks or paid advertising. The 4 pillars of SEO :

Technical

Optimise your site's infrastructure (with turnkey solutions such as Shopify, the essentials are already in place). To go further, it is possible to improve performance, but this requires the intervention of a specialist developer.

Content

Optimise the editorial content of your site by targeting strategic keywords, whether for product sheets, categories or blog posts. Also pay attention to the quality and weight of your visuals (photos and videos): they should be light so as not to slow down the site and correctly named to improve referencing.

Netlinking

Include hyperlinks on your website pointing to sites that, ideally, share the same activity as you do. The aim is to establish a partnership in order to obtain backlinks (links from the partner site to yours). This strategy strengthens your authority and popularity in the eyes of the search engines, thereby improving your natural positioning.

UX

UX (User eXperience) Design aims to enhance the user experience. The pillars to respect :

• Useful: your users have taken the step of landing on your site, and you need to meet their needs. If you don't, they'll leave.
• Easy to use: the navigation path must be fluid. Avoid menus or categories that require a multitude of clicks, as this could discourage your visitors.
• Attractive: expectations are increasingly high when it comes to the customer experience, not least because of the competition. Offer quality content (HD visuals, videos, interactive elements).
• Adaptable (responsive): the site must be as pleasant on the computer as it is on the mobile. As a reminder, according to Stocklytics.com, 62.7% of global internet traffic comes from mobile devices.

Having explored distribution channels and laid the foundations for a solid sales strategy, it's now time to turn your attention to promoting your fragrance creations through the distribution channels you've chosen. Use three key objectives to structure your approach: acquisition, conversion and loyalty. These pillars will guide you towards stable growth.

Social networks: selling by promoting your world

Once your visual identity has been defined and validated, you can move on to content creation. Below is an infographic to help you better understand the different publication formats on Instagram and Facebook.

Creating quality content

Quality content is the basis of an impactful presence. It must be visually polished, authentic and consistent with your brand's universe. We recommend that you :

• Publish lifestyle photos of your creations and short videos on Instagram and TikTok (tip: on-camera videos tend to generate more engagement with your audience).
• Share educational content: tutorials on how to use or care for your products.
• Surf the sensory content trend: play with sound, light and materials to create an immersive experience.

Build an engaged community

These days, engagement is far more valuable than the number of subscribers. The human and emotional bond with your community is what turns simple visitors into loyal customers. Here are a few tips to put into practice:

• Reply to every comment, private message or reaction.
• Encourage discussion: ask questions in stories.
• Create interactive polls and quizzes.
• Share customer testimonials, unboxing videos or genuine opinions.
• Highlight your customer ambassadors in your publications.
• Encourage UGC (user-generated content): invite your customers to share photos/videos with your creations, and share them again.

Integrate your shop into social networks

Facilitating the act of buying directly from platforms is essential today.

• Activate an Instagram, Facebook and TikTok shop to present your products in a seamless way.
• Use a centralised link in the bio (Linktree or Beacons type) to redirect to your online shop, your new products or your newsletter.
• Systematically tag your products in your publications, Reels or stories to make purchases just a click away.

Online advertising: increasing visibility and conversions

Setting up paid advertising campaigns can boost your visibility, generate qualified traffic to your site or your social networks, and above all convert more quickly. You can manage this part on your own if you have the basics, or entrust it to a specialist depending on your budget and objectives. Let's take a look at the essential networks for developing this area.

Google Ads: capturing purchase intent

Google Ads allows you to display your ads on the world's most popular search engine.

Display campaigns : Display high-impact banners (images, GIFs, short videos) on thousands of partner sites, mobile apps and YouTube. Targeted by centres of interest.

Discovery campaigns: Display visual ads on Discover (mobile), the YouTube homepage and "What to watch next" tab, and in Gmail ("Promotions"/"Social Networks").

Search campaigns : Appear directly in Google results when users type in queries related to your products (e.g. "buy handmade candles").

Shopping campaigns: Display an image, title, price, seller's name and sometimes reviews at the top of the results or in the "Shopping" tab.

Meta Ads: reach an ultra-targeted audience

Advertising on Meta (Facebook & Instagram) is a powerful way of promoting a brand and generating sales, thanks to its precise targeting and creative formats.

Collection ads: Immersive format combining a video or main image and a grid of products: ideal for presenting a universe or a range.

Lead Ads: Collect contacts (newsletter, exclusive offer, quote) without leaving the platform. Useful for launches, pre-sales, discount codes against registration.

Short video ads: Capture attention with dynamic formats: express tutorials, behind-the-scenes production, customer testimonials.

Dynamic catalogues: Automated remarketing: shows products viewed or added to the basket on your site.

Stories and sponsored posts: Perfect for promoting an offer, a testimonial, storytelling or a highly engaging product photo.

Anchoring yourself over time with a coherent strategy

By combining these levers with finesse, you can develop not only your visibility and sales, but above all a strong and sincere relationship with your audience. It is this authentic connection, nurtured by the quality of your products and the consistency of your world, that will make the difference in the long term. Take a look at our complete guide to the steps you need to take to register your business and operate legally.

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