SilkBeauty is a mobile beauty salon that provides beauty services to customers in their homes in London. It aims to make beauty accessible through a website, app, and fully qualified professionals available outside traditional business hours. The document outlines SilkBeauty's marketing strategy, which includes targeting busy women aged 18-59 through digital channels like social media, blogs, email campaigns and search engine optimization to build awareness and drive customers. Performance is tracked through key metrics.

1. SilkBeauty
Beauty on Demand

2. Silk Beauty
➢About the business
➢Website/App - Riddhi/Poppy
➢Marketing strategy/Digital marketing strategy, OVP - Poppy
➢Market segmentation - Riddhi
➢Social Media Accounts - Riddhi
• Facebook, twitter, instagram, pinterest, youtube, blog
➢Campaigns
• Email, text, affiliates
➢SEO, building traffic - Poppy
2

3. 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

4. SilkBeauty – Products/Partners

5. 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”.

6. Appify - SilkBeauty
To give customers seamless experience
It is an extension of brand and help
increase brand awareness and recognition
Be unique. For instance a quick and
engaging beauty game.
Provides own digital space.
Instant and excellent customer support

7. 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.

8. 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.

9. Digital Marketing

10. 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

11. 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
11

12. Facebook
Pay peanuts, get monster promotion
12

13. 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
13

14. 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
14

15. 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”
15

16. 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.
16

17. 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.
17

18. 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

19. Key Performance Indicators
Example of Marketing
Dashboard
Overview

20. 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

21. Affiliate Marketing
It relates to pay someone to
generate business online. For
instance: Silk beauty can
affiliate with yoga company
website.
Payment is performance based
Affiliate is rewarded for each
visitor or subscribe generated
with their effort.

22. THANK YOU