What do I know about skincare?
On this topic of influencers came one amazing experience. Here we have an Amazon equivalent called Shopee. It is a very well-run online shopping platform.
I was hired by a skincare company that asked to help them streamline their business and create efficiencies. They didn’t make their products, they didn’t own the manufacturing facilities. They created, branded and sold skincare goods.
I didn’t know much about whitening cream, diet teas and teeth whitening. I didn’t need to honestly. All I needed to know was, what are the challenges and where are the bottlenecks.
Seeing the light.
The incredible thing about this company was… The influencer’s ability to blow up the sales. There are over 600 TikTokers on a spreadsheet. When content was posted, the sales numbers spiked. It was an incredible event to witness.
They were mostly separated into an A, B, and C type category. The top ranking ones made great money, but only when they performed. This is the catch, this is what I have said in previous episodes. Performance matters. It matters to you and the client. This is where the confusion came from. When the sales took off the company ran out of products. When the consumers were ready to buy, the company couldn’t supply.
Lack of planning.
Creating a plan, along with the knowledge of the influencer’s influence was missing. This is where we came in. Creating plans, customer service and streamlining.
Sales mean very little if you cannot supply. The influencers did their job. Social media influencers are everywhere, but they were selling something that was unavailable.
You cannot push and pull at the same time. Lack of planning will make the effort useless and a waste of resources. Customer complaints are not a good road to success.
What can be done?
To work with and support the social media aspect of your business you also need the back end. Your business’s “behind the scenes” must look as great as the front you are putting out there. Having all your ducks in a row and having all your efforts pointing in one direction seems easy enough until it’s not.
Your sleek minimalist brand, along with the models, and content you are creating must match the products you are promoting.
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