If you’ve been following me for a while, you’ll know that I love to get feedback and suggestions from my audience, so that I can provide you with even more useful and relevant content. Recently I was asking subscribers what they struggle with the most and many said that getting customers through the (virtual) door was something they found hard. And not only that, converting browsers into buyers, on the few occasions that they do get website traffic.
In this post, I want to share my favourite tips for attracting customers to your brand.
Make it about them
It’s super important to think about your customer when you do anything for your brand, but especially marketing. Sales is so much about psychology and making a connection with someone, so it’s important to know who your customer is (or who your customer will be, if you’re a new brand). If you’re not sure what information you need about your audience, there’s a blog post here which can help.
I see so many brands talking about themselves, their collection, their promotions, but you really need to change the conversation and make it about what’s in it for the customer. How will your product help them or make their day better? Talk about the benefits of your products and how they will effect the customer, rather than just listing generic features of them (tip - this also works for product pages on your website, too).
Also, make sure that you’re not just talking about yourself. Think about your customer’s other interests too and create content (like blog posts, videos, social media posts, even podcasts) on a few key topics and try to problem solve for your customer - people are a lot more likely to click on something which offers a solution to something they’ve been struggling with. For instance, if you have a fitness brand, you could share tips for smoothies that give you energy, your favourite workout routine or ways to minimise feeling sore the next day - whatever you think your customer would find helpful.
Think past social media marketing
There’s a lot of other options out there, both free and paid, so it’s important to consider if social media is the best option for you. I’d encourage brands to choose 1-2 marketing methods to start with and do them really well, rather than doing too many things and not achieving much in reality. Some other effective marketing ideas are;
Improving your SEO, so you appear in search results
Pinterest; although technically a social media platform, this works more like a search engine and your posts last a lot longer
Referrals - encouraging previous customers to share their experiences with others
Collaborating with other brands
Guest posting on other websites and writing articles for magazines
Pitching to the press and being featured (one of my favourite marketing methods - it’s free and gives your brand credibility)
Holding events relevant to your audience’s interests
To name a few.
As you can see, there’s a lot of options out there and chances are, you chose social media marketing because it’s familiar, free and easy to set up (in terms of the functionality). But, can you really say that someone has seen you on social media for the first time and then gone straight to buy your product? If not, it might be time to start thinking about other options. Personally, Instagram and Facebook account for a very small portion of my sales (the same was true for my fashion business). Currently, less than 20% of my traffic comes from social media. The rest is mostly from press features, Google and email marketing. Just something to think about.
Think about the whole ‘journey’
It’s really important to think about all of the steps between a customer going from never having heard of you, to making a purchase. Data tells us that customers need to see our brand multiple times before making a purchase, but as most of your followers won’t see your posts online due to social media algorithms, you need to come up with a strategy for not only getting the customers interest in the first place, but keeping their attention, giving them a functional and engaging web experience, getting them to keep coming back and helping them to trust you. Eventually, when a customer is invested in you and trusts you, you can make the sale. This is a process I like to call, ‘the sales journey’.
It sounds like a lot of work, right? Sales do take work, but the great thing about this method is that you build a tribe of ‘raving fans’ (a concept created by Ken Blanchard which refers to a customer who loves a brand so much, they can’t stop telling people about it). Raving fans not only become your best customers who keep coming back to buy more product, but they also spread the word about you and your brand. Plus, you can actually automate a lot of the process so that you spend less time on marketing and more time working on things you enjoy. It’s always an amazing feeling to wake up to sales and I know that with the right sales journey in place, this is possible for any fashion brand - it’s true there’s a lot of competition out there, but with the right marketing proposition, any fashion brand has the opportunity to make it.
I hope you’ve found these tips helpful! If you’d like to learn more about growing your business, I’d like to invite you to checkout my online digital products which will teach you how to pitch your products to press, optimize your website for SEO, create linesheets, budget templates, and more. I’m super excited to offer these affordable DIY strategies that allow clients to cherry-pick for their specific business needs. Alternatively, if you are interested in working with me 1-on-1, you can reach me via email at firstname.lastname@example.org. I'd love to work with you!