The Advantages of Working with Specialist Marketing Agencies

- 4 minute read
Digital Content Specialist​

Gemma Elgar is a Digital Content Specialist at Foundation where she creates and executes content strategies, including site copy, blog content, and more. She also conducts social media campaigns for our clients, and has spoken on a panel about creating sensitive campaigns for niche audiences.

In the ever-evolving landscape of the beauty industry, standing out requires more than just exceptional products – it needs a strategic and targeted approach to marketing. As your beauty brand strives for prominence and connection with consumers, partnering with a specialised marketing agency is the best way to get started.

When it comes to choosing between specialist vs general marketing agencies, you’ll find several benefits with the former. So, what are these benefits, and how can you best utilise them for your business and brand?

Why Work with a Specialist Marketing Agency?

Specialist Knowledge

Perhaps the most obvious benefit to partnering with a specialist marketing agency is that they’ll have specialist knowledge about your industry. As specialists in the beauty industry, for example, we at Foundation have a nuanced understanding of market trends and consumer behaviour, as well as up-to-date knowledge of your competitors.

By working with a specialist marketing agency, you can reap the rewards of this knowledge and passion, and rest assured knowing you’ll be working with experts in your business’s specialist field day in and day out.

Access to Specialist Tools

If an agency specialises in a particular industry, they’ll have more budget to spend on specialist tools for that industry. This is due to less time and money being spent on trying out multiple tools for trial and error – they know what tools work best, and how to use them.

A specialist agency will use specialist tools to stay in the know about the niche details of your field, allowing them to track beauty-related terms and trends, see some of these platforms below. The teams working on your account will have the contextual knowledge, and access to specific software, and platforms to improve your online presence.

Adaptability to Trends

By working in the same industry as you, tailored agencies will be much more tuned in to the news and trends your industry witnesses. Whether it’s a new social media platform, or an untapped trend in content marketing, these kinds of agencies are likely to know about it first.

We, for example, understand the fast-paced nature of the beauty industry, so we recognise the need to adapt and evolve with changing trends at a fast speed. We stay well-equipped to be ahead of the curve by continuously monitoring industry changes, whether that’s your competitors’ websites or troublesome algorithms, with tools such as:

  • Spate NYC
  • WGSN
  • British Beauty Council
  • Being members of CEW (Cosmetic Executive Women)
  • GWI (Global Web Index), focusing solely on beauty and wellness audiences

…to name just a few!

Familiarity with Best Practices

As people who work exclusively within one industry, your specialist agency will be fully up to speed on what works best within that space. From approaching your marketing strategy, to knowledge around what may resonates best with your audience, a specialised agency will undoubtedly have a leg-up over a more generalised one.

Here at Foundation, we live and breathe the beauty and wellness consumer, how different demographic from ages to occupation, impacts how they discover new brands, search for new products and the levels of research they put into choosing a product online before buying.

This deep level of understanding your consumer will not only help you streamline your digital strategy, but it’ll help you and your business evolve with the industry and perform with relevancy.

Regulation Adherence

A specialised agency will be completely in the loop about the laws and regulations of your specific industry. This makes communication easier between you and your marketing agency – you won’t need to explain your way through certain opportunities and limitations because of industry regulations. In fact, it’s entirely the opposite – your agency should be able to help you spot them.

You can see just how much we know about regulations in the industry in our blog post, ‘Navigating Marketing Regulations in the Beauty Industry’.

Strong Track Record

To be a trusted specialist marketing agency, you need to have the results to prove you know what you’re doing. By choosing a team with a history of delivering results in the beauty sector, you know they’ll provide the same for you.

A beauty-specific marketing agency can set realistic, industry-specific KPIs. They can accurately benchmark your business against your competitors by having a thorough understanding of the industry at large, as well as from their own past results.

Case Study: Benefit Cosmetics

Benefit Cosmetics products

Benefit Cosmetics chose us to improve their ROI and CPA figures with our PPC services. We took a deep-dive into their ads to find out what was working, what wasn’t, and what needed to be done to get them performing at their best.

As an industry-specific agency, our team already had the knowledge of the beauty industry going into our relationship with Benefit. This meant that far more time (and budget) could go into the specifics of what Benefit needed from us, rather than familiarising ourselves with background information.

At the end of the two-year project, we achieved a 525% ROI. Read the whole case study on what we achieved with Benefit, here.

Streamline Your Marketing Technique with Foundation

When it comes to digital marketing, there are plenty of perks to working with a specialist agency over a generic one. From having a thorough understanding of the industry to simply understanding you as a client, the whole digital marketing process can be streamlined when both parties are always on the same page, with the same specialist knowledge.

At Foundation, we specialise in beauty marketing. Whether it’s our SEO experts helping you with a site audit or our digital strategists helping you create a whole new marketing approach, find out how we can help you by getting in touch.

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