Breaking into the fashion world can feel like a mammoth task, can’t it?
There are so many big players out there, with even bigger budgets. And you’ve got no idea how you’re even going to begin to compete with them.
But, here’s the beautiful thing about being a fashionista these days:
You don’t need a big budget, or even a big platform, to make your mark.
You just need to get your designs in front of the right people. And, you can use the power of marketing to do just that.
Don’t believe? Read this success story: “I Make $1,000 in my Spare Time”: How One Fashion Store Owner Is Making A Small Fortune Online
All you need to do is create a rock solid content marketing plan.
Which is exactly what you’re going to learn how to do in this article…
What You’ll Learn
- How to infiltrate the marketplace and make some real noise
- A simple way to extend your reach and get in front of more of the right people
- What it means to create great content people want to read
- Distribution: the most important part of marketing (that you’re not doing)
#1: The Art Of Infiltration
The first stage of any content marketing plan involves answering two questions:
- Who are your target audience?
- Where do they spend their time?
Firstly, try breaking down your demographics and look at who you want to sell to. How old are they? What are they interested in? How much money do they make? Where do they live?
Once you know this, it’s easy to match up the people you’re aiming to reach and the places they spend their time.
For example, if your target audience is urban females on a tighter budget of less than $30,000 a year annually – similar to Topshop or Asos – you’d be better off focusing on Instagram because that’s where most of those people spend their time:
You don’t have to narrow this down to one specific social media channel, it can be multiple.
But what’s important here is that you understand where your people are and the channels you’ll be better off spending your time on.
Once you’re on the right channels, you can then start to think about how you can reach those people more effectively. Luckily for you, that’s our next point…
#2: Reach More People
So, you’ve found your audience. How do you start speaking to them?
You need to step up your dating game.
I’m not even kidding. There is a way to flirt your way into followers. There are three essential steps to this process:
This has been proven to work on Instagram especially, but it is the same process for most social media platforms.
It’s flirtatious engagement, and it’s effective.
Find your competitors followers. ‘Follow’ them, ‘like’ one of their most recent posts, and then ‘comment’ on it.
If you follow 100 of your competitor’s followers you can expect up to a 34% followback using the follow/like/comment formula. You could even go a little further and ‘message’ those who followback.
This is how you follow the right people for your fashion brand. And the more effort you put in, the more you get out of it.
My colleague Ben actually shared a case study about this: How I Got 10,000 Twitter Followers in 3 Months (and a 13% Engagement Rate)
#3: Create Great Content
You’ve got your audience and your followers. Now what do you do?
You put out some awesome content, that’s what.
But, how do you create content that’s right for your audience?
- Have all the visuals
- Built a solid editorial calendar
- Use the 24 hour rule
Visual content is a game changer. It increases site views up to 94% and followers/subscribers by 37%.
Mix up your content. If it usually consists of text, start using images and videos to boost audience engagement.
And always use the 24 hour rule. Your blog is important so wait 24 hours before posting. It’s a failsafe way to ensure you’re posting your best content.
Now it’s time to nail down the distribution of your content.
Tailor-made, relevant content creates sales. This is where you convince your audience your stuff is worth buying.
Now that you’ve created valuable content you need to deliver the content to the people who will find it valuable. This means being proactive.
You need to find out what channels are going to work best for your distribution. To do this you could ask someone in your field what has worked best for them. Reach out to others who have been where you are.
Pay attention to what your audience shares, and where they are sharing it. Do your research first and write later. Three ways to do this are:
- By looking at referral source for Google Analytics
- Monitoring keywords to see what conversation are going on and when
- Looking at trending topics on relevant forums
If you feel like you’ve mastered one channel, don’t leave it there. By all means keep posting, but don’t be afraid to try other channels. Other channels with similar audiences will help extend your reach, giving you more opportunity to be valuable.
Also, don’t be afraid to share your content more than once. The average lifespan of a Tweet is 18 minutes (yes, that little) so sharing a post multiple times with improve its reach.
Running a successful fashion brand means you will repeat these processes time and time again. So, be practical about what works and what doesn’t, but don’t be afraid to try something new.
Do your research, find the audience you can provide valuable content to and plan. Use the tools out there to help you. You got this.
Now, read The Key To Huge, Consistent Traffic: The Skyscraper Technique