Solved: Need marketing assistance for small e-commerce store

Hi there,

Really happy to give you some initial thoughts and guidance on your e-commerce marketing. I've had a good look at your situation, and hopefully, I can point you in the right direction to get you started. It sounds like you're just starting out, and are looking for relatively low cost methods to promote your semi-cured gel nails, which is perfectly understandable. I've got some advice below, some key things to keep in mind, and ways to improve your marketing strategy.

We'll need to look at those Reels...

First off, you mentioned Reels. Yeah, you should deffo be focusing on them. User-generated content (UGC) via Reels can work wonders, especially for e-commerce. I remember one client selling apparel who saw a great return from customers posting Reels showing off their clothes. It was a brilliant campaign and the best bit was that is was quite cheap. If you send free stuff to folk who look like they'd love your nails and ask them to post a vid, you'll probably see the conversions lift pretty quickly.

When I say 'send free stuff', I don't mean just anyone. Think about your ideal customer. Who are they? What kind of style do they have? What kind of content do they create? Find people who align with your brand and who have a decent following. It's all about finding the right influencers (micro-influencers, probably, given your budget) who can authentically showcase your product. The beauty of this approach is that it's not just advertising; it's social proof. When potential customers see others genuinely enjoying your products, they're far more likely to make a purchase.

Also, I'd say you should actively encourage customers to create their own Reels, even if they aren't influencers. Run contests, offer discounts for posting, or simply ask people to share their nail art creations with a specific hashtag. This can generate a buzz around your brand and fill your feed with fresh, engaging content.

I'd say you focus on your content...

Right, next up is content. You mentioned not being a social media guru, but you don't need to be a guru to get started! That "I'm not a social media guru" attitude needs to go, no one is when they start innit? Just get stuck in. Post daily, even if it's just some snaps of your products looking pretty. Like, seriously, just grab your phone and start snapping. Show off the different colours, textures, and designs of your semi-cured gel nails. Film short tutorials on how to apply them. Share customer reviews and testimonials. The more content you create, the more opportunities you have to connect with your audience and drive sales.

I'd say a good camera is a great investment. Crisp, well-lit photos and videos are a must. The better your content looks, the more professional your brand will appear. You don't need fancy equipment; just good lighting, a clean background, and a steady hand will do the trick. You're selling a lifestyle, so it's worth investing in great-looking content!

Consistency is what it's all about init. Aim to post something every day, even if it's just a quick update or a repost of a customer's photo. The more active you are, the more visible you'll be to potential customers. It's like planting seeds; the more you plant, the more likely you are to see a harvest.

You probably should be using TikTok

Another thing you should focus on is TikTok. Honestly, it sounds right up your street. Lots of beauty brands and products have taken off on TikTok. I recall one campaign we ran where we achieved app growth of 45k+ signups at under £2 cost per signup using TikTok ads, among other platforms, for a software product. With the right creative, the results should speak for themselves.

You'll need a good Website

Okay, let's be brutally honest about your website: nailmeharder.com. It needs work! Your website is your shop window, it's the first impression many customers will have of your brand. Is it cluttered, slow to load, difficult to navigate, or lacking key information? All of these can make it look unprofessional and stop people buying from you. Make sure your website is easy to navigate, mobile-friendly, and showcases your products in the best possible light. The store needs to have a good design and layout - you need to think of it as a digital showroom.

Product descriptions are crucial. Don't just list the ingredients or dimensions; tell a story. Highlight the benefits, the unique features, and the emotions your products evoke. Use descriptive language that paints a vivid picture in the customer's mind. For example, instead of saying "Semi-cured gel nails," you could say "Achieve salon-quality nails in minutes with our easy-to-apply, long-lasting semi-cured gel nails. Get ready to turn heads with our vibrant colours and stunning designs."

Most importantly, make sure your website is trustworthy. Add trust badges like customer reviews, testimonials, and links to your social profiles. Show that you're a legitimate business with real customers who love your products. If people don't trust your website, they won't buy from you.

I've detailed my main recommendations for you below:

Right, one last thing - don't get bogged down in all that "marketing strategy" bollocks. You're selling nail varnish, not rocket fuel. Just get some decent pics, get 'em online, and get 'em seen. Simples. While it's good to have a plan, don't overcomplicate things. Start with the basics, experiment, and see what works. Marketing is a journey, not a destination.

I'd be happy to help you set up a campaign for your shop! It's a really important step that many businesses overlook when they are getting started. I hope this all has been helpful for you!

I'm offering free consultations, where we can discuss you're marketing strategy more deeply.

Regards,

Team @ Lukas Holschuh