After exploring your distribution channels and laying the foundations for a solid sales strategy, it's now time to focus on promoting your fragrance creations through your previously chosen distribution channels. Structure your approach around three key objectives: acquisition, conversion, and retention. These pillars will guide you toward stable growth.
Editorial planning: an essential tool for early communication!
Before promoting your creations and to avoid publishing on a "feeling", it is advisable to define themes consistent with the brand's universe and take seasonality into account.
The advantages of an editorial schedule and its organization
An editorial schedule allows you to plan your publications several weeks or months ahead, ensuring smooth and consistent communication across all your channels. With this overview, you can structure your content around a common theme or seasonal highlights, intelligently distribute your promotional, inspirational, and educational messages, and avoid overwhelming your audience.
Adapt your content to the specificities of each channel
Each channel has its own specificities. For example, Instagram favors striking visuals and short formats; Pinterest values aesthetic and trendy visuals; newsletters allow for a more intimate and personalized connection; while blogs or e-commerce sites require optimized and sustainable content.
E-commerce site: optimize your online store to convert
An e-commerce website is much more than just a showcase: it's a real conversion driver. To effectively promote handmade creations through a website, you need to consider marketing, user experience, and storytelling, all built on a solid foundation: your business strategy. Here are some tips to consider when creating an e-commerce website:
How can I optimize my online store to convert?
- Detailed product descriptions : emphasize sensations, use, and experience. Show your products in an interior, in context.
- Customer reviews : reassuring and convincing social proof.
- Related products : Increase your average basket by offering complementary products.
- Exclusive offers : promotional highlights such as French Days or flash offers.
How to attract quality traffic by working on natural referencing (SEO)?
Work on your SEO to attract qualified visitors without relying solely on social media or paid advertising. The four pillars of SEO to follow:
The technique
Optimize your site's infrastructure (with turnkey solutions like Shopify, the essentials are already in place). To go further, it's possible to improve performance, but this requires the intervention of a specialized developer.
The content
Optimize your site's editorial content by targeting strategic keywords, whether it's product sheets, categories, or blog articles. Also, pay attention to the quality and size of your visuals (photos and videos): they must be lightweight so as not to slow down the site and correctly named to improve SEO.
Netlinking
Integrate hyperlinks into your website that point to sites that, ideally, share the same activity as you. The goal 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 search engines, thus improving your organic positioning.
LUX
UX (User eXperience) Design aims to enhance the user experience. The pillars to respect:
- Helpful : Your users have taken the step to land on your site, you must meet their needs. Otherwise, they will leave.
- Easy to use : The navigation path should be fluid. Avoid menus or categories that require a multitude of clicks, as this may discourage your visitors.
- Attractive : Expectations are increasingly high when it comes to customer experience, particularly due to competition. Offer quality content (HD visuals, videos, interactive elements).
- Responsive : The site must be as user-friendly on both desktop and mobile devices. As a reminder, according to Stocklytics.com, 62.7% of global internet traffic comes from mobile devices.
After exploring your distribution channels and laying the foundations for a solid sales strategy, it's now time to focus on promoting your fragrance creations through your previously selected distribution channels. Structure your approach around three key objectives: acquisition, conversion, and retention. These pillars will guide you toward stable growth.
Social networks: sell by promoting your world
Once your visual identity is defined and validated, you can move on to creating content. Below is an infographic to help you better understand the different Instagram and Facebook post formats.
Create quality content
Quality content is the foundation of an impactful presence. It must be visually polished, authentic, and consistent with your brand's universe. We recommend:
- Post 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 maintain your products.
- Riding the trend of sensory content: playing with sounds, light and materials to create an immersive experience.
Building an engaged community
Engagement is now far more valuable than follower count. The human and emotional connection with your community is what transforms visitors into loyal customers. Here are some tips to implement:
- Reply to every comment, private message or reaction.
- Encourage discussion: ask questions in stories.
- Create interactive surveys and quizzes.
- Share customer testimonials, unboxing videos, or authentic reviews.
- Highlight your ambassador customers in your publications.
- Encourage UGC (user-generated content): Invite your customers to share photos/videos with your creations, to reshare.
Integrate your store into social networks
Facilitating the act of purchasing directly from platforms is essential today.
- Activate an Instagram, Facebook, and TikTok shop to seamlessly showcase your products.
- Use a centralized link in the bio (like Linktree or Beacons) to redirect to your online store, your new products or your newsletter.
- Systematically tag your products in your posts, Reels or stories to make purchasing accessible in one click.
Online advertising: gain visibility and conversions
Implementing paid advertising campaigns helps boost visibility, generate qualified traffic to your website or social media, and, above all, convert more quickly. You can manage this part yourself if you have the basics, or entrust it to a specialist depending on your budget and goals. Let's take a look at the essential networks for developing this area.
Google Ads: Capturing Purchase Intentions
Google Ads lets you advertise on the world's most popular search engine.
Display campaigns : Display impactful banners (images, GIFs, short videos) on thousands of partner sites, mobile apps, and YouTube. Target by interest.
Discovery Campaigns : Run visual ads on Discover (mobile), YouTube Home and Watch Next, and in Gmail (“Promotions”/“Social”).
Search Campaigns : Appears directly in Google results when the Internet user types queries related to your products (e.g. “buy handmade candle”).
Shopping Campaigns : Highlights image, title, price, seller name and sometimes reviews, at the top of the results or in the “Shopping” tab.
Meta Ads: Reach an Ultra-Targeted Audience
Meta advertising (Facebook & Instagram) is powerful for brand discovery and sales generation thanks to its precise targeting and creative formats.
Collection Ads: Immersive format combining a main video or image and a product grid: ideal for presenting a universe or a range.
Lead Ads: Collect leads (newsletters, exclusive offers, quotes) without leaving the platform. Useful for launches, pre-sales, and discount codes for registration.
Short video ads: Capture attention with dynamic formats: quick tutorials, behind-the-scenes production, customer testimonials.
Dynamic catalogs: Automated remarketing: shows products viewed or added to the cart on your site.
Sponsored Stories and Posts: Perfect for promoting an offer, a testimonial, storytelling, or a high-engagement product photo.
Anchor yourself in time with a coherent strategy
By combining these levers with finesse, you not only increase your visibility and sales, but above all, a strong and sincere relationship with your audience. It's this authentic connection, fueled by the quality of your products and the consistency of your universe, that will make the difference in the long run. Now consult our complete guide dedicated to the steps to follow to declare your activity and operate legally.
