Businesses can find ways to build buzz and excitement online through the offline practices most familiar to its customer. Estee Lauder found an excellent example, using the traditional make up specialist at the cosmetics counter, to create content for customers to share product benefits (and have fun). Customers complete a make over in a department store, and then send an image to Facebook friends to share. Read how Estee Lauder uses Facebook and its traditional makeup trials at department stores to engage its customers.
The marketing for Estee Lauder make up shows how content needs to be sharable to the user. Otherwise, the audience expected for a website will not develop. For a small business, it is important to truly develop useful content for the consumer and to learn quickly from the engagement.
