Social Media is an integral part of any marketing strategy. But if you’re in the fashion industry, there are some insider tips that will help grow your brand.
- Images are Everything
It’s no secret that when it comes to social media, images are essentially the most important factor. It’s the image that users see first. It gets their attention, and causes them to interact, engage and share. When it comes to the fashion industry, Pinterest, Instagram and video platforms like Snapchat could arguably be the most important platforms, and they are highly visual arenas.
Make having a large volume of high quality images a top priority, as that has the tendency to lure potential customers to your brand. While planning for your brand visuals, don’t compromise on high quality images and great a unique strategy behind each image that is birthed forth. Overall, make sure your images are sharable and drive your core message.
- Tell a Story
You’ll see this tactic used for the big brands all the time — not just across social media, but in all the marketing aspects of their brand. It’s not a coincidence, it’s a very strategic plan. Stories are what makes products to sell. Consumers make purchases based on emotional connections they feel to brands they love. Telling real, personal stories around particular people, and weaving that into your marketing message, is a timeless strategy that will continue to deliver results.
Particularly in the fashion industry, the “lifestyle” concept is booming. Consumers love to know behind-the-scenes information about the models wearing your brand — they want to know the personal details. Such factors connect them to your brand. It allows them to relate, and envision themselves in that pair of shoes. That’s how you gradually build brand loyalty.
- Keep Your Brand Consistent
Use your imagery and messages to grow your brand awareness and loyalty. In order for customers to recognize and identify with your brand, they need to see consistency in your brand approach. And this goes beyond the look and feel of your images. The tone of your text, the way you engage with your customers, and the way you handle disputes and problems. It’s all part of your brand. You must have a consistent voice, so people know what to expect from you.
- Speak To Your Ideal Customer
Don’t try to generalize things. Remember, you have a target customer, so make everything you do about reaching them directly. If your message is too vague, it won’t speak to anyone. And since you are focused on creating an emotional connection with your customers, it’s critical you speak to them directly. What do they care about? What type of content do they want to consume? What social media platforms do they use every single day? Create content that is tailored specifically to that ideal client. Most importantly, focus on creating solutions to their problems. This sets you as an authority and a go-to platform for their needs.
- Focus On Building A Community, Not Followers
Don’t get dazzled by the numbers. Just because you have thousands of followers doesn’t mean you have customers, engaged users or profit. In order to truly benefit and profit from your social media accounts, you need to focus on engaging and providing value to your ideal customers. You need to invest the time in engaging with your customers, and finding out what they want to see.
- Use Hashtags For All They’re Worth
The importance of #Hashtags cannot be stressed enough. Hashtags are what make your content searchable, and really put you on the map. When someone clicks on a hashtag, because they’re interested in the topic, an entire feed of the most popular and latest posts including that same hashtag will appear. This is a major opportunity for all brands to leverage on.
At this very moment, my Instagram account is showing there are 295,580,104 posts with #fashion. Isn’t that crazy? Spend the time to figure out what hashtags are popular in your fashion niche, and be sure to incorporate those into each post.
Different platforms have different results for the number of hashtags which have been proven to be effective. So, do some research on the separate platforms to ensure you’re following best practices. Eleven hashtags is great on Instagram, but it might not be the best strategy for your Facebook users.
- Be Present In “Real Time”
There is such an opportunity to take advantage of real time conversations through your social media accounts. While planning and scheduling ahead is necessary, you also need to be engaging and posting in real time. For example, take Fashion Week. Today, my Instagram is showing 4,092,257 posts with the hashtag #fashionweek.
Such details shouldn’t be overlooked. Be aware of what’s happening out there (especially in your industry and niche), and use the opportunity to jump online and join those conversations. Don’t just wait for opportunities, grab them. They’re happening, with or without you!
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