Social Media Tips For Your Fashion Business.
Social Media is so much more than what you think. Learn how to use it for your benefit.
Social media is a no brainer for any business.
According to We Are Social & Hootsuite an estimated 4.39 billion people use social media in some form or another - that is 45% of the worlds population, and a 9% increase from 2018. 9 out of 10 of those users as well are accessing it from mobile, so when you think of the power of mobile-first social media apps like Instagram - you're crazy not to use them.
For businesses it doesn't matter if you’re B2B or B2C, each social platform can be utilised to build and connect with your audience and consumer base.
Let’s have a quick refresher of the benefits of utilising your business social platforms.
- Connecting with your audience
- Building a community
- Brand awareness and brand storytelling
- Expanding your audience reach
- Increased website traffic
- Generating leads
- Grow your following
And last but not least…
- Convert those clicks to sales baby!
Let’s firstly breakdown the different social platforms.
1. Hello? Is it me you’re looking for?
- Facebook has the highest combined user rate across all demographics (2.32 billion). And while the days of organic reach on Facey are gone – we pay to play for max visibility now - the benefits far outweigh the negatives.
- Ad Manager will be your new best friend, get to know him - you can use this for Instagram ad’s too. Build custom audiences to target, A/B test, learn, refine, re-target and track your return. Encourage users to comment, repost, like or click. Engage with your audience.
- With over 1b users, Instagram is a no-brainer. With not-so-recent up-grades like direct shoppable products– the customer conversion experience is becoming more and more seamless. Instagram is so much more than a new sales tool though. The visual platform allows you to establish your brands identity & tone of voice. Consumers these days are invested not only in a product, but a story too. With a saturated market they need to know, why you? Find your voice and engage with your audience. Video content is set to take over traditional images as well. With stories looking to outpace the scroll-feed by the end of this year.
- With over 500mil tweets posted every day, Twitter can be used to engage with a wider audience, increase sales, become a customer support channel. Depending on your audience, this can be a highly valuable channel. Twitter is a highly engaging platform, and a very prompt & direct connection your audience. Up to 84% of businesses use Twitter to engage more directly with their consumers.
- Okay, so this one isn’t quite a social platform but more a visual search engine.
- Pinterest however can help drive traffic to your website in droves. There are over 250m monthly Pinterest users, with a 75% increase of traffic since 2017 alone. Create relevant boards. Create awesome pins. Use keywords everywhere you can. Repin. Engage with your audience.
- Behind Google, YouTube is the 2nd most used search engine worldwide, and is in the top 3 most visited websites with over 1.9b logged users p/m - so that's not even including accountless streaming. Here you can sell products, post engaging content, increase visibility, brand awareness and grow your audience. Encourage people to subscribe, like and comment below. You guessed it, engage with your audience.
- This may come as a surprise to you, but LinkedIn generates more web traffic than all other social platforms combined, with a whopping 610 million users. Every second that passes, LinkedIn gets 2 new members. It’s beneficial for B2B brand awareness and also highly personal. Content run via LinkedIn generally have higher percentage of organic visibility to your network than other platforms, with 9 billion impressions per week you need to create content that resonates.
- Snapchat has 186mil daily users and has no sign of slowing down. Definitely a more useful tool for a younger demographic. Companies can create ads, segment & target audiences by geo-filters, build brand awareness and engage with the audience.
See something consistent emerging here? – engage with your audience. Present exciting, relevant content and listen to what they have to say.
Not all platforms will be right for you and your audience though. So, while you should definitely cross promote on your social channels, you may not need all of them. Choose what is right for your brand.
Feeling overwhelmed? If you are looking to outsource your social media marketing, contact us at email@example.com for more information.
2. We Are FAMILY.
When you are creating content for your platforms, you need to have a clear idea of who you are creating it for.
Customer Persona’s will help you when devising your social media strategy, you should know inside-out what your audience wants to see and why.
Audience’s these days are invested in a brands' story, values and personality. Your audience needs to resonate with the brand and trust you. With cluttered social platforms – you need to give your audience a reason to like, follow, share and invest.
Don’t forget the most important thing, engage. Run surveys to get to know them better, answer questions, like comments, run competitions to incentivize and reward – make them feel involved and heard.
Your audience shouldn’t be seen as just potential sales, they should be a social community that you build and nourish.
“People don’t buy what you do, they buy why you do it”.
– Simon Sinek
3. Content IS KING AND QUEEN.
It's the difference between a one-click-stand and your loyal ever after customer.
Content that engages traffic can take many forms, and it will depend entirely on your audience and the platform you are utilising.
Think back to your audience, who they follow, what they like to see, current trends. Research your competitors – is what they are doing working?
Avoid being too sales driven in your content. By creating and posting content that is in-line with both your audiences’ interests and your product / service offerings, can encourage the latter without appearing sales-y.
Whether it’s creating unique pins, imagery or videos – everything you put out should be curated thoughtfully for your target audience. Be consistent and captivating.
And never be afraid to adapt, social media trends moves quickly. Video content alone is pegged to be 80% of the traffic we see by 2021.
Now that you have your visuals down. It’s time to think about your copy. Copy is a huge part of your content. Sometimes we get so caught up in the visual aspects of social media, we forget about the power of copy.
Even a highly visual platform like Instagram will benefit from creative copy.
Creative captions combined with a likeable picture or video increase the engagement on your post, and in turn will increase your visibility for future scrolling.
While we’re on the subject of Instagram captions…use 6-8 hashtags per post. Research the relevant tags and use those. Tags chosen should be in-line with the consumers key interests that relate to your content, brand and increase visibility. For example, an activewear company could post fitness workouts, healthy meal ideas or dream exercise locations alongside product images and find new consumers through tags relevant to each of these.
An important question to ask yourself would be – will my audience search or use this tag?
Copy can be SEO driven blogs, paid AdWords or just something entertaining or memorable for the viewer … While we are here, SEO is important, and you should definitely utilise it in your content when you can. But that’s another blog in itself.
4. Kick Some Goals.
Now that you have figured out your voice, your audience and the content you want to produce for your social strategy... How do you tell if it's worked?
Set yourself measurable goals (KPI’s) and break down how you are going to ensure your strategy is successful.
If you’re new to marketing (and if you’re not, I think now is a good time for a refresher anyway) – always remember to make your KPI’s S.M.A.R.T.
Specific – Define the details of your KPI’s
Measurable – Outline how you will measure if they are successful or not.
Attainable – Are these goals realistic?
Relevant – Ensure they are in-line with your brand and goals.
Time-Based – Make a specific time-line to achieve them.
I would note when planning, KPI’s are always metrics, but not all metrics are KPI’s.
Work out what you want to get out of your strategy and set yourself targets to hit. This will show you the contents purpose, reach, relevancy and allow you to adjust.
Always look to improve and as you progress and hit your KPI’s you’ll develop more and more milestones to reach.
I know this may be the boring stuff - but, writing down your KPI’s will help you identify, reach and ultimately surpass them.
Don’t waste all your time and money on creating great content if you aren’t going to give it the best shot possible.
5. Pay to play.
While some of the best platforms are free to use, there is definitely something to be said about paid social.
Actually, scratch that - you’d be a fool not to utilise the paid tools out there to help your brand.
Know what platforms to invest your spend in.
Organic reach is down across some of the channels where it used to flourish.
Facebook organic reach is less than 2%, and that’s on a good day.
But, Facebook ads can be refined to highly targeted audiences that increase website traffic, conversions and reduce CPC.
Know when to boost your posts.
If content is performing well organically, put a little money behind it so it can be pushed further to the right audience.
Make sure you have your pixels installed; this will be your little traffic GPS and re-target interested parties successfully.
Instagram no longer gives a chronological timeline and you need to engage your customers to boost your chances of future visibility. Your brand might have 10k followers but have zero engagement. Boost your posts to be seen and encourage engagement through creative video content, captions and carousel posts.
Know when to ask for help.
As a new business starting out, budgets might be tight. But there is no point in having a great product, great content and not having that seen by the right people.
You don’t need to know this all for yourself, there are agencies such as Slyletica who can do it for you. Don’t feel the need to do it all on your own.
Just make sure when starting your business, you’ve allocated marketing spend. You’ve invested this much in your brand, don’t forget that marketing is a huge factor.
So, let’s review.
You need them. And a good social media marketing strategy for your business.
Find the right platforms. Target the right audience. Create the right content. Spend your money wisely on paid social.
Social Media allows us to create a voice and identity for our brand, and while it’s a proven, worthy sales tool – it’s so much more.
If this article has taught you anything, we hope that it’s the importance to engage and know your audience. To build a community of like-minded followers. And always push to make sure the content you create and put out on these channels’ lands in front of these people, the right people.
If this all sounds like too much, contact Slyletica's Digital Marketing team on firstname.lastname@example.org to find out how we can maximise your social media presence.