4 Ways for Improving Marketing for Your Fashion Brand in the New Year

fashion brand improve marketing

It’s that time of year again. We look back, and we evaluate our marketing KPIs and ROI. Did our campaigns work? Was our strategy successful? Did we move the needle with our tests? The answers to these questions will help us with determining…

What marketing efforts will you continue with in the new year? What will you leave behind?

As you work to plan your marketing for the new year, you need to first start by asking yourself:

  • What are my business priorities this year?
  • What have I learned about my business and m costumer in the past year?
  • What is my budget for this year?

Once you have these things in mind..

Set KPIs that matter for your brand. And that are realistic.

For example if your brand is focusing on video content, consider video views has a priority. If what your brand really needs is for people to go to the site to interact with content, then consider referral traffic and time on site. In the end, every brand needs conversion, but other measurements sometimes need to come first – i.e. awareness that your brand is out there. In regards to awareness, consider social traction such as likes, comments, shares, and follows.

Set budgets that will help you fulfill your goals.

Budgets can be tough to work with if you don’t have a lot, but it doesn’t mean you can’t find workarounds and tests…even new ones. Do your best to buffer your budget so you have a little extra later in the year for a new test, as well as adding more to something that is doing very well. For example if you invested in creating new content and need more visuals for your product showcase, consider using the extra money for great high res photos and videos to promote it further.

Be nimble with your efforts.

Try things, work fast, test quickly, learn, and adapt and modify on the fly. That’s the best part of using channels like social media. It allows you to see what content is working, what media posts are helping to boost your content, and of course which channels are actually reaching your audience on the levels you need. It allows you to determine within weeks or even days what you should invest more in, versus dump and move on.

Invest in your content.

Time has flown when it comes to social media and the channels that work. We’ve adapted to the snapchats and periscopes of the world, but we also realize that without great content, the channels don’t mean as much. We need content that will resonate and connect with our audiences, before we can even think through partners and distribution.

This post was originally written for Startup Fashion. 

How to: Start Fresh with 2013 Social Media Goals

This post on starting fresh for the new year in social media was originally written for Social Media Club and my original post can also be found here

Now that you have your social media resolutions on your checklist, why not consider some other social media goals to accomplish this year as you “start fresh.”

As we stated in resolution #5 it is important to set reachable goals, such as a greater focus on content. Many consider brands as publishers nowadays, is your brand one of those? Content has been deemed “king” by many, but how does your audience perceive your brand’s content? Do they find it valuable? Useful to their everyday life? Helpful for their needs specific to your brand? Or is it just fun and helps build awareness and create engagement?

Whatever the purpose for your content, it is helpful to create goals around your content strategy for your social media networks.

Here are a few to consider…

1. B.L.O.G.

If your brand doesn’t already have a blog or a part on the website to drive audience to for content, then it may be something to consider in order to demonstrate your brand is the expert voice in a specific arena. For example, if your brand sells fitness apparel, perhaps a blog on fitness, health, and matching apparel to fitness/health could be beneficial to your target audience. Link the content to the needs and wants of your audience through what they search for and consume on a regular basis.

2. Get VisualUnless your marketing team has been living under a rock, it must be pretty obvious that visual content has become more and more prevalent among consumers and brands.

Adding videos and photos to blogs, being on Pinterest (if your brand has fun visual photos), and/or sharing on Facebook can make your brand stand out.

Just look at Oreo - they rock this with fun, shareable nuggets of visual content.

3. Cross Promote

If you have a blog, and visual content – cross promote that amazing goodness. Depending upon where your audience consumes your content, you may want to share your blog posts on Facebook or on Twitter. If your brand is more suited on LinkedIn – share it there. If your brand utilizes the SEO perks of Google Plus – share it there. Just make sure you choose the social networks that work for your audience and your brand type.

Tip: Don’t forget you can cross promote in emails and newsletters too.

4. Personalize and Target It

Some of your audience may want to hear about tips and tricks, while others may want to learn deeper knowledge, and others may want on the surface fun with visual photos and videos that entertain. When you realize which types of content work best on a social network (through testing and learning), target your content to specific social networks more specifically. And to take it a step deeper – target your posts to different regions based on location and weather and events occurring. Another level deeper? In newsletters and emails, you can target your audience down to what they prefer. Personalize it! Make them feel like you are giving them exactly what they want and when they want it – and where they want it!.

5. Unite Offline and Online

Offline experiences have been washed away due to online engagement so we recommend you marry the two when possible for larger impact. For example, a brand likeLululemon uses localized Facebook pages for particular retail locations to promote clothing they have as well as in store events they will be hosting (like Yoga). You get the customer in the store to buy a top, you get them to fan you on Facebook to keep up with the latest news and updates, and then they come back to check out Yoga with their girlfriends and engage with the brand in a more personalized way…then perhaps they buy more clothes? And so do their friends? Awesome.

These are just a few of the goals your brand can consider to amplify your marketing and business goals. Determine the goals that fit your 2013 vision and will help build your brand’s presence and create deeper and more high level involvement with your fans.

How to: Be Successful in Social Media in 2013

Warning – this is not the usual social media success post. Keep reading to get to the root…

So you’ve read about what your brand resolutions should be, what social media goals you should consider, and what to do and not do over and over again…but do you really know what your brand needs to be successful in social media this upcoming year? I have three specific items your brand should have on its checklist (if it’s not on there already)…

1) Hire Well

It’s not just about what you do on Facebook and Twitter and the content you produce, it’s the people helping to strategize said content and how it’s utilized across channels. When hiring your team, consider your culture, your goals, and where you want that team to go. Do these new potential employees fit your brand needs and especially the culture your brand has been developing?

2) Hire Native

I cannot emphasize this enough – hire native, hire native, and hire native. By native I mean – digitally native. Do you want to teach your employees social media and blogging or do you want them to crash through the door with their own ideas, know it like the back of their hands, and challenge your team to think more creatively, think more personally, and bring it to another level? Enough said.

3) Do What You Preach

Unfortunately there are one too many brands who offer advice and preach to be social media savvy and then they don’t hold their own. Eat the dog food and show your brands you are an expert through your actions, and not just your blog posts. Your audience will trust you more, come to your brand for your content, and believe in your brand if you prove it. Just look at Amex who isn’t a social media expert per say, but they started rocking it across social media channels, using guest bloggers to bring in expertise, and offering their small businesses the content they need to be successful in their markets. Now that’s the ticket.

 

 

Keep your 2012 New Year Resolutions with these Five Helpful Mobile Apps

Have a list of New Year’s Resolutions? Need some help staying organized? Well there’s an App for that, of course. It may be easy thinking of resolutions to start in the upcoming new year, especially after the indulgent holidays…but not always as easy staying committed. Check out these Apps to tackle your resolutions a little more smoothly…

1. New Year’s Resolution List and To Do’s: An app called Resolutions 2012 allows one to record each resolution, identify what needs to be done in order to complete those resolutions (change of behavior, etc), and in turn track success by recording actions taken in the course of the new year. Cool features include being able to set custom motivations and rewards (recall Billy Madison preparing for an exam with his teacher) in order to stay motivated for noted resolutions. Customization is key and this app allows you to use your own photos, and more. For only .99 it may be worth the “splurge.”

2. Stay Organized with Notes: Ever take notes on one device, say your computer at work, but get home and realize you don’t have them on your laptop? It happens to the best of us, but with the help of Evernote, you can worry less and always have all your notes on any of your devices whether it be your multiple computers, tablet or smartphone! Best features include that you can even import emails, pictures from the web, and more. Save it to one device and it automatically saves to your other devices via the cloud. How much easier can it get? Being organized never seemed so sexy, than with Evernote.

3. Blog Easily and Frequently: So you have been slacking on your blogging but wish you could do it more easily and under those pesky time constraints. My new favorite way to blog, simply, yet effectively is through Tumblr. It allows you to share valuable content and even while you’re on-the-go. Imagine this…you have a great idea, but don’t want to wait until you get home to write about it. Write a quick post via your smartphone, have Tumblr post via the mobile app, and have it automatically share to your Facebook Friends/Fans and Twitter followers. Why wait, when it’s that easy?

4. Document more memories: Speaking of easy and awesome, Instagram allows photo enthusiasts to be unique through their mobile phones. So you’re walking through the city and take that perfect picture, add a cool twinge to the background (ex. toasted), then share to your Tumblr blog (See above), which then shares to your Facebook and Twitter. Geeky? Yes. Awesome? Definitely.

5. Run those calories off: So now you’re organized, on top of your resolution list, got some blogging and memories soaring through the cloud…but what about those pesky few pounds you gained over the holidays? With Runkeeper you can run, walk, bike or whatever suits your fancy. With this nifty GPS app, you can track your distance, calories, burned, and more. And did I mention you can connect it with your social apps so it keeps you accountable?

Next step? Download away. And get started! Although there are plenty more apps out there for your resolutions, these may get the inner geek in you started on some pretty nifty, helpful, and inspiring ones. Please feel to share other apps you love in the comments below!

Note: this post was originally written for Socialnomics.