How To Reach Today Your Future Customers?
How do you get people to know your freshly starting fashion label?
Through marketing? Advertising? Communication? Fashion influencers? Public Relations?
The rise of the internet has transformed media drastically, and it’s for the good of customers. You may have noticed that the way the fashion industry was doing marketing, advertising, communication, and PR is completely outdated today.
The only thing that hasn’t changed about the fashion industry is the need for relationships and trust. The former marketing and advertising techniques are inefficient at building relationships and trust.
Traditional marketing is over because it is not applicable anymore in our today’s world.
The new marketing way is called “Inbound Marketing.”
But what is that exactly?
To do Inbound Marketing or die
Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media. Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.”HubSpot
In simple words, Inbound marketing is about delivering the right information to the right person at the right time. It is marketing people love because it doesn’t bother them. It is just the opposite. It solves their problems.
And here are the phases of the Inbound Methodology.
The good news?
Inbound Marketing feels good to everyone while with “outbound” or traditional marketing, advertising and PR, customers often had the unpleasant feeling that companies were kind of fooling them their products and that only sales mattered.
It’s harder and harder to fool customers. You fool them once, you don’t fool them again.
Using inbound marketing means being on the customer’s side, which, by the way, should be the purpose of any company from the beginning on.
All in One solution
Inbound Marketing is an all in one solution. You don’t need to also plan advertising, communication or PR.
On one side, it simplifies things for businesses that were before working in silos. Marketing, ad campaigns, PR, etc… were all planned separately by different teams or departments with different strategies.
Now, everything is connected. Your online store, website, blog, social media pages are all linked to each other. The same content is repurposed everywhere and creates a coherent image of your brand anywhere.
On the other side, it can be overwhelming. Each social media works differently. You need to learn how to use them well to get the most of it. Websites and blogs need to be fed. Content creation and content marketing are new skills to learn.
How to get the benefits of Inbound Marketing?
Today, a blog is a necessary branding and marketing tool for any fashion label. This is where you get in contact with your visitors, leads, customers, promoters. This is where you can deliver information and help to them.
A blog establishes the image of your company in people’s eyes, in a much more compelling and complete way than a flagship store could do.
A blog enables you to tell stories to your customers. People love to hear stories, and they also like to buy/own/wear a fashionable piece with a story behind.
A blog brings a lot of benefits:
- It provides highly shareable content for social media sites
- It helps you capture feedback about your products
- It’s a great way to network and build relationships
A blog is one of the best investments for a brand. It’s cheap to set up. Either you know how to do it yourself, or you know someone around you.
If not, you can go to online marketplaces offering that type of services and where you can find someone quickly for a reasonable price. It is definitely worth it.
You don’t need to write for hours every day. You just need to post when you have something new and valuable to tell your followers. Publishing once a week, for instance, is already a good start for any bog.
Quantity doesn’t provide any value to anyone. Only quality does.
As always, the best solution for a fashion startup is the fastest, easiest and cheapest one
If a blog is way too much work for you at first, you can leave that for a bit later and only start with social media pages.
Setting up a company page on Facebook, Twitter, LinkedIn, Google+, Pinterest or Instagram is free of charge, quick and easy.
Like it or not, being active on social media today is a necessary requirement for a business, and crucial for a startup.
This is where you can reach today your customers of tomorrow.
This is where you can talk to your visitors, leads, customers, and promoters to bond with them and get to know them better while they get to know you better too.
A virtuous circle! The chain of befriending will push your name, style, and designs all around the Web.
Your products will unlikely sell by themselves at first.
There are thousands of brands and labels existing in cyberspace, but many do things wrong either because they don’t know how to do social marketing right. Or because they don’t want to spend enough time on it. So, this is your chance!
As an aspiring fashion designer starting your own label, you have already a lot to do and being a social media manager for a fashion brand or a fashion blogger are full-time jobs. You cannot do the same because you also run a business.
You need to grow your brand and be successful enough to hire people to do those jobs for you. Until then, Do not try to be on any social media at first. Just choose 1 or 2 max, the ones you feel your customers like and use the most, and be active on those.
And the winning strategy is…
When you are ready, by linking your blog with your social media pages and your online store, you will drive your customers back and forth from your content to your store in a virtuous circle.
The blog pages and social media pages provide value to your customers through content, and the online shop provides value to them through products.
Your blog can stay very simple as long as it looks professional and works well technically.
Each time you publish on your blog new and exciting content for your customers, then share it actively on social media, so it can be shared again by your followers and their followers, and reach more and more potential customers.
Your brand and designs need you to make them stand out and get promoted the right way.
Please tell us about your marketing strategy!
This article is about the 8th step of our essential guide for aspiring fashion designers called: 10 Steps To Success – How to start and grow your fashion business. If you would like to know the 10 steps to make it in the fashion business, you can download that guide for free here.
(Photos from Unsplash: Rob Curran, Rawpixel.com).
P.S. FashionTalents is an open marketplace where you create your fashion business in minutes.
Or contact us to get a demo.
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Fanny is the CEO + Co-founder of Fashion Talents, and a passionate and tireless promoter of new fashion designers. She’s on a mission to open fashion business to all talents around the world and drive shoppers, sales, and success to them.