March is Women’s History Month, and we’re celebrating by highlighting some truly bad-ass women in business. Here’s our first installment!
For Frownies, a century-old family-owned beauty business, organic marketing worked really well for a long time. As the “best kept secret” for Broadway and Hollywood women who wanted to maintain a youthful appearance, Frownies maintained a steady and loyal customer base long before email marketing, social media ads, influencer marketing, and viral TikTok videos.
But during the past few years, Helen Morrison, the founder’s great-great-granddaughter, has helped grow the brand’s online presence significantly, and, as a result of the company’s newly reinvigorated digital marketing efforts, Frownies has reached millions of new potential customers who are looking for natural Botox alternatives for smoothing fine lines and wrinkles.
Helen recently joined our founder Jen for an episode of Served NEAT and shared some juicy advice for other business owners looking to grow their reach in a way that builds trust and brand credibility.
Top Tips from Frownies’ Helen Morrison
- Authenticity is everything. Stalk Frownies for one second online and you’ll find Helen. She is the face of Frownies, and–even better–she is the actual human behind their social accounts! She keeps it real by personally responding to comments and DMs and sharing content that includes her own face and voice. She talks about products and topics she’s passionate about, and, as a result, Frownies’ content feels genuine and authentic. Helen says customers want genuine, and customers want authentic. Strive to be both, and your digital PR and marketing efforts will feel a lot more effortless (to both you and your audience!).
- Stop the scroll by dialing in on your personal style and not being afraid to put it all out there. Helen’s had several viral videos since she took over Frownies’ social media, and she gives the following tips:
- Practice! Allow for some trial and error to figure out what kind of content hooks your audience and get comfortable being yourself in front of the camera.
- Sometimes the least curated content gets the most love. This is particularly true on TikTok, where your next viral video might be one you didn’t even plan to make.
- Don’t let the haters deter you. Some people are just going to be nasty–about you, about your product, about your customers, about anything, really. These people are not most people, and their opinions don’t change your value or the value of your product/service.
- Don’t underestimate the power of personal connection with your customers and potential customers. Helen says her top piece of advice to business owners managing their online presence is to use the voice message feature when replying to DMs on social media! When people message Frownies, for instance, they typically get a voice message reply from Helen herself … !! Helen says voice just feels so personal, plus it’s easier for you (or whoever is doing the replying) and it connects you to customers in a way you just can’t accomplish with a written message. She says: “A voice changes the game.” So why not give it a try?
When it comes to building a community on social media, you may not have the benefit of a 100+-year-old brand with loyal customers to fall back on, but Helen’s advice to be authentic and find ways to create those personal connections with your audience are so helpful.
Want to hear the whole interview? Listen to the podcast episode here!
If you’re ready to take action in your next level of business, book a call with us!