7 Reasons why a Facebook strategy is king for Start-up Fashion brands

Black and white apparel

From casual and trendy to suave and sophisticated, the fashion brands seem to overcrowd the Instagram and Snapchat arena; boxing it out for digital fame and market space.

Many start-up entrepreneurs in the clothing sector swarm like bees around a colourful flowerbed of visual beauty on these channels.

 

Yet Facebook still exists as an explosive platform for fashion and biz success.

Before you jump AWOL off the world’s most populated social media network; let’s give you 7 solid reasons why a Facebook strategy holds royalty for your start-up clothing brand.

 

1) Customise and retarget look-a-like fashion fanatics

Black female twins

Fashionable set of trendy chickitas aren’t they?

That’s how any start-up fashion brand must visualise their targeted fans or potential customer on Facebook.

Within the realms of social media, there’s always a cheery, upbeat doppelganger of your retained facebook fanatic to acquire and win their heart over.

 

Creating a look-a-like audience allows any start-up fashion brand to ‘regenerate’ a newer yet similar market segment for your paid ads online.

This matches up your customised audiences to identify and explore greater reach of new customers who may be attracted to your brand’s facebook page, fashion culture, and in the long-run; perhaps a lifelong customer of your apparel products.

Either way, you gradually kill 2 birds with one FB stone – brand awareness and subsequent lifetime value from targeting your most valued audiences to increase your fashion influence locally, nationally and by their lifestyle habits for clothing.

Of course, your market research still counts before duplicating your fashion brand’s net worth on Facebook!

 

2) à la mode Brand pages

Money Clothing brand

 

Surely you’ve heard or seen the Money Clothing in lifestyle and urban culture?

Look how vibrant and cool their header image is when its facebook visitors clickthrough to the Money brand page.

Does your start-up fashion brand portray culture that’s eye-catching of your desired customer?

 

The à la mode is a French term stating ‘in fashion’ or ‘hot in the season.’ Indisputably one of the most crucial ways any fashion brand at ANY stage can optimise a facebook strategy from.

 

Although at early days as a start-up fashion entrepreneur, every fashion brand must capture the attention of their targeted fans and customers through stylish visuals. Even though, millennials and some Gen X’ers are your desired target market and flock to Instagram to view fashion ideas; leaving behind Facebook is a regrettable mistake if you don’t apply a chic ambiance to your brand page.

 

Your fashion business on Facebook must discover its ‘à la mode’ through picture and video content, its lighting, creative edits and most importantly; apply a dab of brand culture that relates to your final consumer for a premium, relevant aura.

In time with the correct visual planning and advertising, your brand page should drive more views and website traffic for the best targeted customers and fans.

Steps closer to conversion isn’t it?

 

No matter what stage of the fashion sector you’re at, your apparel on Facebook is worth something so make it WORTH something.

 

 

3) Geo-ads with great CTA for conversion

Geo-map

 

Who doesn’t like a cheeky discount from a new fashion brand?

Especially when caught obliviously across Facebook’s news feed, as the offer happens to be the RIGHT clothing item for the RIGHT occasion at the RIGHT time you’re seeking.

 

Although from the consumer’s perspective, rarely anyone purchases from a fashion brand first time exposed to it; however sometimes there’s always an exception at times.

With fashion being an all-rounder, recyclable B2C industry, any start-up fashion entrepreneurs must put on the mentality of their ideal customer to create a long-term relationship with their brand.

 

You know next to no one goes cyber window-shopping on Facebook intentionally.

So ask yourself when managing your paid ads ‘What tactic can I implement over time with Facebook to make a grand entrance for my target audience?’

Worldwide, customers love discounts with the endless expenses and bills they have to pay for their living!

 

Entice and reward your target market in different global cities by warmly introducing your apparel brand’s facebook ad with a hooking CTA they can’t ignore!

You’ll get many impressions from geo-targeting your potential customers, but the CTRs and eventual conversion will follow.

 

 

4) Builds brand CRM with your fans, enquirers and customers

Chat CRM FB

 

Most in-season, fashion brands with Facebook optimise a human approach to their online marketing strategy through chatbots.

Whether if you’ve heard of chatbots or not, they can be very useful in crowning a majestic value towards your incoming page visitors.

 

Starting out as a fashion brand whatever your apparel style needs a personal touch, as the potential and retained fans visit you to impress them with what you got.

Besides that digital apparel showcase across the page’s shop tab, start off by greeting and provide a list of anticipated answers to FAQs any fashion brand or line may be asked.

 

This includes:

We deliver within 1-2 weeks nationwide

International orders arrive within 2-3 weeks

Sizes range from ……..

Yes *name*, our special offer ends ……

 

Although some may criticise these as automated, commercial messages, the feedback received from enquiring fans ignites your brand’s flair to start providing fashion tips, advice or scenario-based answers that all customers will experience with fashion.

Build a handy relationship with your audience and your fashion CRM skills improve over time on Facebook.

 

5) Live-stream your seasonal promos on FB stories

facebook live in lens

From audience targeting and ads, FB page make-overs and social CRM, every start-up fashion entrepreneur wishes to engage more instantaneously for higher brand awareness and positive web traffic.

That’s the time to surprise and start going live!

 

One of the greatest mistakes when live-streaming your fashion brand is to solely promote a Winter sale or Summer special.

People will catch you out as using Facebook live as another sales channel.

Definitely not the approach to a favourable end!

 

The greatest live-streaming content for fashion is scenario, update or activity-based for any annual season or event you’re actively promoting your clothing range at.

 

Your loyal Facebook fans and customers are just as curious and excited to check out your latest activities here as much as an Instagram or Snapchat story.

 

If you’re still doubting, even global multimedia and tech publisher Engadget UK observed over 300 million people worldwide view FB stories daily.

Now imagine which person is your potential customer?

 

 

6) Global impression potential

Global dots and impressions

One thing to remember in case you keep forgetting – Facebook has approximately a 2.3 billion monthly, active user base worldwide.

How many budding eyes is that for your clothing campaigns then?

Let’s say a quarter of the world’s population.

 

Whether you feel you’re in a hyper-competitive apparel market and not getting attention, you mustn’t worry as the ambitious, start-up fashion brand.

By marketing and strategising your products on Facebook consistently, you create the potential for ANYONE to discover your clothing business online.

Whether it’s fitness wear, casual tops, luxury dresses to even bow ties or vintage clothing, someone on Facebook will express interest in scaling your fashion brand as a customer, potential supplier or even a committed employee.

 

Facebook may be saturated by baby boomers and gen X’ers now, yet with the right advertising exposure, messaging and lifestyle relevance, they may just be a lucrative prospect for your fashion start-up.

 

7) Fashion categorisation and Segmentation

Moreover, depending on your fashion brand’s product range; you may consider categorising your Facebook presence.

 

Your start-up brand may possibly have both an adults and kids range; especially if you’re selling footwear, summer tops or winter clothing.

If so, create customer and fan convenience on social by enhancing and segmenting your clothing brand to your ideal target customers.

 

Despite it being a bit more footwork with more Facebook page management, perhaps delegating its social media monitoring, content creation and CRM to a marketing agency may be worthwhile your time, expertise and budget.

Guess Caesar and Napolean’s saying ‘Divide and conquer’ really does hold value as a fashion, start-up.

 

Let Facebook reign and live again

 

In conclusion, Facebook still holds exponential social media power for any start-up, fashion entrepreneur.

However, sticking only to the familiar doesn’t unlock untapped potential in digital.

The world may seem gravitated towards the glitz and sparkle of Instagram and Snapchat, yet visuals and live-streaming on these social networks may not be ideal for your fashion brand’s digital strategy.

 

Desiring to keep up with a millennial or Gen Z’ers trends is normal when seeking to create awareness and potential conversion. Yet if your clothing targets a 55-year-old man with an aristocratic lifestyle, political background and experiential approach to personal and career development; Facebook’s a highly suited platform they may spend time on during their free time on a family get-away.

 

What’s your thoughts on devising a Facebook strategy for start-up, fashion brands over Instagram or Snapchat?

Is this something you need further guidance with?

 

Drop us a comment or alternatively, email us at contact@content-45.com

Our C-45 team looks forward to hearing from you.

 

 

 

Great Video: Some basics you need to know

Have you ever wondered why your videos don’t get as many views or aren’t as popular as movies or adverts of famous producers or directors?

Well, at the heart of every great director is his or her own style. One of my favourite examples is Steven Spielberg (yes, I am biased). There are plenty of articles written about his style yet adverts and films are slightly different animals.

If you are considering shooting your own videos, our first suggestion is to look at the ads and see the differences. Mainly, pay attention to angles, close-ups and scenery shots, before understanding why the director decided to use them and why are they in specific sequence.

Now listen to the audio type, soundtracks and how it sets the mood. More importantly how throughout a video the sound can change dramatically. Then, pay attention to the effects and how they set the mood (i.e. darker shots make you worried or sad, brighter and lighter make you energetic and happy). Also, when it comes to adverts, use of text is very popular, pay attention to that too. After you examined everything, individually piece it all together.

 

Now, I would like to share some examples that I believe are greats of what I mentioned. Next week, I will go into a bit more detail of how to plan your shoots and what will you need to start.

One of the first and perhaps memorable campaigns (First video was what got me into being more fit).

 

Another Nike Advert (more recent) but in a very different style done in Russia.

 

All I can say is three words. Quick, powerful, iconic.

 

I do not need to explain anything here at all.

Strategic Creativity

Effectiveness of all marketing communications can be broken down with 60-20-20 rule:

60% – Offer

20% – Channels

20% – Creativity

 

From the start, let’s say the offer (e.g. message, content etc.) is the most important part, and although creativity is only 20%; you must never underestimate this part. The biggest problem with it however is making sure creativity is channelled in a right way. In order to do so, one must clearly understand the following rules.

 

  1. Never forget the audience

 

If I could have a penny for every time, I remind our clients, colleagues and friends, I wouldn’t need to work ever again. Key to this is relatively simple, do your research, segment well and you are on the way to success.

Let’s start with research, this will largely depend on your business itself. If you’re a local bakery. you wouldn’t research the entire world but would also need to be familiar with the trends in your industry.

As an example, you might start advertising low calorie options or starting to offer smaller sets of delicious pastries. This is an example of psychographic research, where you see that people are more generally aware of their health. So, your offer is pastry sets (60%) and the creativity should be health aware message (20%).

 

2.  Don’t get carried away

 

Today, there is a variety of design & creativity tools at your fingertips, and it is very important to remember less is more.

When reaching this step of actual design, it is important to remember the last step. After all, your audience picks the channels for you and not the other way around. If we continue with our bakery example, most likely your budget is not going to be big so most likely the owner will opt for social media; which is especially great when you want to target local.

The biggest problem with it is what we call ‘deadscroll’ (when a person just mindlessly scrolls through the feed until something exceptional catches your eye. First thing that springs to mind is ‘Let’s do a video or an animation‘ because everyone saw the stats that videos deliver better results than images.

However, this is where a little problem creeps in and it is that those videos delivering better results for brands already have established followers interested in the content. So, when deciding on the media type for creativity, remember eye-catching and interesting and not what everyone else wants you to do.

 

3. Interaction, interaction & interaction

After the message is published, you will need to plan and provide options for what you want people to do and how will they interact with the message.

Again, our local bakery should provide above mentioned info but it also might show its location for new customers or to remind existing ones about its location. This, by no means is the only aspect available, there are also web links, shopping, reviews etc. Those options should be chosen carefully (less is more) depending on the objective in mind.

Increase sales online gives them a website presence, given by a local map. Also for local businesses partnerships are key. Our bakery could make connections with a local gym to advertise healthy treats.

 

4. Measurements

Last but not least, make sure you keep track of everything you do. In today’s online world, you can measure nearly everything on minute basis. There are plenty of free tools out there to help you do it. Facebook ad measurements, Pixel and Google Analytics are examples of a few to name. Remember collecting results is not only to keep your campaign on track, but also for future research.

 

In conclusion, make sure you keep to the rules and you will be on track for success!

 

 

How to copywrite for Winning Email

Intro picture (Keyboard)

 

Ever asked yourself ‘Why don’t I find myself writing and crafting enough email?

Some of you may give excuses such as:

  • Email’s dead – it doesn’t convert at all!”
  • I’m terrible at writing.”
  • My copywriter or digital marketer handles that.”
  • “Can’t be asked with all I’ve got on the plate.”

 

Regardless of the misconceptions of email marketing being traditional and downright overused, this marketing channel still matters for online campaigns and outreach.

Hope you’re still reading B2B and B2C marketers?

Yes, email is a popular method of keeping in touch with your fans, potentials and retained subscribers in business.

No one ever disputes that.

However, the art of creating great email with impact relies on your ability to understand your audience, tone of voice and embracing the passion of written language.

For all buzzing marketers, entrepreneurs or C-Level executives; here are some helpful tips on copywriting for winning email:

 

Too much text and you’ve lost them

Email copywriting isn’t easy for excited marketers.

One of the greatest mistakes is bombarding your final recipient with a gazillion rows of text and font sizes.

Text and handwriting

Whether it’s your latest blog release, seasonal offer or company update, too much text drains out the attention span to 0 in this aesthetically visual world of today.

Although you wish to keep the reader sufficiently informed, every great email marketer must master breaking down and summarising text for the best retention possible.

 

People are receiving and reading emails endlessly everyday.

Off smartphones when getting out of bed, on cramped public transport, and even off computer screens just 10-15 mins before lunch breaks.

What makes your email any different?

How can you make your final message shorter and succinct?

 

Ask yourself these 2 questions and ensure the text quantity is enjoyable for a happier, retained subscriber.

 

Understand your audience and tone of voice

Who’s your fan or customer?

Do you consider their wants, needs and aspirations?

How do you address them?

TOV

 

Once you’ve answered these questions according to your knowledge, you’ve cracked only 50% of planning successful email copywriting.

The other 50% is consistent execution of this amongst your targeted email database.

If you’re in B2B, you’ll be dealing with a specific number of professional individuals subscribed or contacting you for 3 reasons:

  • Industry news
  • Client liaison
  • Ongoing business development.

 

For this reason, keep the email copy straightforward, contextually goal-orientated and mutually beneficial for greater engagement.

 

For B2C companies and brands, your email copy and tone-of-voice should be friendly, product or service-focused within a scenario, and spark an emotional response upon leading towards your call-to-action.

This way, both clients, customers and fans acknowledge you’ve considered them first when crafting your email text, and with favourable results and patience; they’ll be engaged with positive expectations of your email outreach.

 

Always proof-read and contextualise

Like any other important piece of literary work you’ve written – proof-reading into context is vital for any winning email copy.

Treat every word and punctuation usage with vigilance as you would stepping across a rushing river on a vertically-led, dispersed rock path.

Every email campaign’s copy for your marketing outreach must be organised and follow a story-like rhythm.

Why is that?

Your final reader needs seduction from your email language so much that it becomes an enjoyable, attractive flow from start to proposed action.

Moreover, your language represents your business’ care into email – make the copy their pleasure to read and act!

 

Never forget your final goal

Whether you’re a non-for-profit to a profit-based business, your email has a task to achieve.

Some may be the best copywriters in town and spark unforgettable chemistry everyone marvels over with words, writing style and great context.

Yet, if you don’t make your end-goal clear and authoritative during the email’s latter stages; the efforts will have gone all to waste.

People always ask even before reading ‘What’s the catch or purpose of this?’

Even your loyal customers and clients too.

Subscriptions, downloads, social media follows, click for shop discounts – these are all key examples of common call-to-actions assisting your final goal.

Make your copy worth their eye-squinting, brain-processing and time for a favourable, higher chance of marketing conversion.

 

Try these simple yet crucial rules for 2 weeks and comment back below on any progress you’ve noticed for email success.

Happy email copywriting for 2019!