CASE STUDY: Affiliate Marketing

THE BRAND

An e-commerce retailer selling men’s and women’s shoes and leather goods through their own website, Amazon and third-party retailers. They make consistent sales through wholesale, but wanted to scale their direct-to-consumer business (D2C) and hired us to handle their affiliate marketing and influencer marketing strategies to grow brand awareness for their D2C business.

CHALLENGES

Prior to working with us, the brand had done sporadic influencer gifting, but never seen a steady ROI or implemented a consistent influencer marketing strategy. They were interested in increasing product placements and wanted to invest conservatively until they saw a ROI. We recommended implementing an affiliate marketing program to primarily compensate influencers and affiliates on a commission-bases while building the brand.

STRATEGIES

  • Determine best platform & set up affiliate program tracking on back end of brand’s website.
  • Establish terms & conditions for a competitive affiliate marketing program.
  • Identify influencers & affiliates that work as strategic partners for the campaign based on following, engagement, click-thru rate, and engagement.
  • Leverage niche influencers & blogs for targeted placements.
  • Strategic Content Creation
    • Create banners to be used by affiliates across social platforms.
    • Partner with affiliates & influencers to create user-generated content (UGC)
  • Attract Sales with Coupons, Sales & Incentives
  • Manage Link Outreach
  • Oversee product gifting to affiliates / influencers to facilitate UGC
  • Email marketing through affiliate program to keep affiliates updated, engaged and informed of new collections, coupons, and sales.

BY THE NUMBERS

Month 1

Web Traffic: 270 Revenue: $208

Month 8

Web Traffic: 15,800 Revenue: $460

Month 16

Web Traffic: 27,600 Revenue: $15,000

METRICS

  • Follower Growth across Social Media Platforms
  • Earnings per Click (EPC)
  • Average Daily Sales
  • Affiliate Conversion Rate
  • Total Sales / Month
  • Total Affiliates
  • Active Affiliates

SUMMARY

Affiliate marketing is the process of earning commissions every time an affiliate promotes the company’s products or services in a way that drives a sale. Creating dynamic campaigns that incentivize strategic partners to sell the brand’s products allows all parties to reap the benefits of increased revenue through the brand’s site. The brand is then able to not only reinvest into the affiliate marketing program, but also increase ad spend for digital marketing strategy.

NOTE

Increases in organic traffic can result in a decreased quality of site traffic, meaning that conversion rates and average session lengths could decrease. Sales were increasing during this time even though conversions were declining. To combat the decreased conversion rate, we reinvested the increased revenue brought in from the affiliate program and executed a strong digital marketing campaign increasing the website’s conversion rate and further increasing monthly revenue for the brand.

The metrics provided above reflect only the click-thru rate and sales from tracked affiliate & influencer campaigns we managed and are not the brand’s total monthly revenue figures.

Level Up Your Web Copy

Of course imagery, particularly if you’re selling in the highly visual fashion space, is integral to building your brand story and your website, but don’t underestimate the equal importance of meaningful copy. Why does investing in your e-commerce website copy matter? The way you describe your product, communicate your unique value proposition (USP), and encourage website viewers to convert from visitors to paying customers through the verbiage on your site can directly impact your sales.

KNOW YOUR AUDIENCE

Think about the different ways in which you communicate with people in your life. A great communicator knows how to read the room and speak to their audience in a way that resonates. When you’re writing copy for your site, think about your target consumer. It’s important to keep your communication authentic; don’t pander or preach, but speak to them in a way that’s relatable. Producing copy that drives conversions starts with understanding who your customer is and how to speak to them in a meaningful way.

[Note: Not sure who your audience is or where to start? Check out our previous post on determining your target audience here.]

WHAT DOES YOUR CUSTOMER NEED?

Yes, you want to sell, but that’s not a reason for your customer to buy. Think about them and how you can serve your customers better than the competition. What are their pain points? What are their needs? How can your brand make a difference in their lives in a way the competition can’t? Providing your customer with a solution, whether you’re selling swimwear or supplements, will set you apart. Think back to why you started your brand and what you can offer better than anyone else and explain that to your customers in a concise, meaningful way.

KEEP TONE CONSISTENT

Whether your brand’s tone is reliable and scientific, fun and upbeat, or elegant and luxurious, make sure to keep the tone consistent and on brand across your entire website. Using consistent tone, tense, and person, as well as proper grammar, not only adds an air of professionalism and legitimacy to your site, but also helps to reinforce your brand’s overall aesthetic. Make sure that the tone you choose to use for your copy is cohesive with your imagery and graphic design standards; everything should work together to tell the story of your brand.

Pro Tip: Outside of your website, make sure the verbiage you use across your socials and press materials is also consistent and cohesive with the tone of the website copy. Everything that speaks to your brand should have a cohesive, consistent voice with which customers can familiarize themselves.

ANTICIPATE YOUR CUSTOMERS’ NEEDS WITH FAQS

What information does your customer base ask for most? Saving your customers time by providing answers to the most common questions before they have to ask is a great way to add value to your website and better serve your audience. Any question that has popped up in your inbox from potential or current customers more than a few times should be added to your website’s FAQ page.

DO YOUR OWN RESEARCH

When you’re shopping online, what information do you value and/or look for on the websites on which you’re shopping? Think about your own needs as a consumer. What websites do you keep going back to and why? Talk to your friends and peers and find out what they value during their own online shopping experiences. If you already have customers, ask for their input! What do they love and what could you improve to better serve them?

Writing copy isn’t a science, but rather an art form that requires understanding your brand, your customer and how to meaningfully and effectively communicate to consumers why they should WANT to buy your product.

REMEMBER: Copy can also directly impact your SEO,. By creating useful, compelling content that incorporates targeted keywords authentically, your site will not only be more valuable to the visitors who are already there, but can also increase authority and relevance to those searching for similar products and/or services through search engines like Google or Bing.

How to Build a Press Kit and If you Really Need One.

EPK, media kit, and press package are a few of the names by which the press kit goes.

Do you need one? Absolutely! Whether you’re a major brand or a small business, having a curated collection of assets that you can digitally share to potential partners, be they journalists, influencers, affiliates or investors, can take the stress and guess work out of sharing your brand’s story by allowing you to have a cohesive, encompassing package at the ready that offers a bird’s eye look at your brand. Think of your press kit as a “101” intro lesson that explains who you are, what you do, and why you’re important.

Here are the key elements that every press kit should include.

Cover Page: Start strong with a great title page that features a striking image that shows off your brand. Make sure to include your brand’s logo and MEDIA KIT [or whichever terminology you prefer] on this page

Boilerplate: 2 – 3 sentences that offer high-level background information on your brand, who it serves and how it differs from the competition

Designer’s Note: Depending on the structure of your company, this can come from the founder, designer, or creative director of the brand. Include a brief bio including their professional background, why they founded the brand, their design philosophy and one or two quotes that can be used by press.

Brand Story: This is a more in-depth biography of your brand that offers an inside look at where you’re brand started, where you are now and where your brand is going. Tell your brand’s story in an authentic, succinct way that communicates your brand’s values, unique selling proposition (USP) and journey.

Seasonal Collection Imagery: To keep your press kit fresh, update the imagery you include every season to show off your latest collection.

Press Tears: Include any notable press tears or placements your brand has already secured. Keep it current – only include tears within the last 6 to 12 months, depending on how many placements you have to pull from.

FAQ: Include answers to your brand’s most regularly asked questions as they apply to your brand’s standards. Where are your products manufactured? Where is your brand available for purchase? If your brand is size inclusive, include what sizes your brand carries. If your brand is sustainable, include information on your sustainability practices.

Links to Socials & Website: Make it easy for viewers to connect with you online by sharing clickable links to your social media accounts and website.

REMEMBER: The reason you’re sharing your press kit is because you want to spread the word about your brand. Make accessing the assets you share simple and streamlined. Don’t expect the recipients to download multiple attachments; instead keep the process of learning about your brand stressless for the by compiling all the elements as a PDF and upload to your Google Drive or Dropbox so you can provide a link to view to anyone to whom you are sharing your press kit. Making your EPK easy to access and easy to navigate will set you apart and increase the odds of someone you’re cold contacting actually viewing your kit.

CASE STUDY: Full Service PR & Digital Marketing for an E-Commerce Brand

THE BRAND

A contemporary, size-inclusive e-commerce retailer that specializes in selling women’s clothing & accessories direct to consumer(D2C). After struggling to scale their brand’s digital ads and seeing a drop in revenue due to changes in how Facebook campaigns run, they brought us in to oversee their digital marketing strategy.

SERVICES PROVIDED

  • Digital Marketing
  • Public Relations
  • Affiliate / Influencer Marketing
  • Product Placement / Celebrity Seeding
  • Website Design
  • SEO

CHALLENGES

The brand had a limited budget to implement their original strategy and required we use only existing creatives as they had no budget for additional content creation for new campaigns.

STRATEGIES

  • Secure coverage in top tier media nationally and internationally to lift the brand’s awareness
  • Secure video segments and media placements in local markets, including Los Angeles, New York, Chicago, Phoenix and Atlanta in order to build awareness on a local level.
  • Celebrity seeding campaigns to build brand awareness and gain consumer trust by showcasing the product on multiple different women and body types.
  • Implement a conversion-based digital marketing ads strategy to increase ROAS and generate revenue to further scale ads and increase profitability of the brand.
  • Diversify ad strategy to include TikTok, Pinterest & Good Ads, to further increase overall ROAS through a phased approach and further build following and engagement across platforms.
  • Increase traffic to site & sales through affiliate marketing campaigns.
  • Increase brand awareness and social media engagement through product placements with local, national, and international media as well as influencer, celebrity and affiliate placements.

BY THE NUMBERS

7.9 OVERALL ROAS

4.5 BILLION MEDIA IMPRESSIONS

397% INCREASE IN MONTHLY ORDERS

400,000+ SOCIAL MEDIA IMPRESSIONS

SUMMARY

Prior to working with us, the brand barely averaged a 2x ROAS. Their goal was to reach a 3x ROAS with digital marketing and to launch their first Public Relations, Affiliate Marketing & Influencer Marketing campaigns. We increased their overall ROAS across platforms to 7.9x. Through our dynamic, strategic, and holistic approach, the brand saw increased ROAS, revenue, brand awareness, and social engagement.

Do You Know Who Your Customer Is?

Unless you’re selling nail clippers, lip balm, or toothbrushes, please don’t say your product is for everyone! No brand can reach or should cater to every consumer, and that especially applies to new brands with limited marketing budgets. Instead of aiming for everyone, aim for a target customer who can be served by your product or service. Understanding your customer will allow you not only to better market to them but also to provide better customer service and authentically interact with them over time.

The first step to building a customer base is identifying your target customer. The best way to begin is by literally creating the profile of the ideal person whom you see buying your product or service. Where do they shop? Where do they live? What do they like? What do they need? What motivates them?

If you already have sales coming through your shop, start by taking a look at from where those sales are coming. By identifying the attributes and purchasing behaviors of the customers whose business you’ve already won, you can better build out and determine your ideal customer profile. If you don’t have any existing data yet, that’s ok. It’s never too early to define your target audience so you can market accordingly.

Here’s what to consider when building out your customer profile:

DEMOGRAPHICS

Demographics are the characteristics that tell you the basic elements of your customer; who they are, what they do. This basic information about your customer is the foundation of your customer profile, so it’s important to have a thorough understanding of your target demographic.

  • Age [5 – 10 year range]
  • Gender
  • Race
  • Income
  • Education Level
  • Location
  • Employment
  • Marital Status
  • Parental Status

PSYCHOGRAPHICS

Psychographics tell you why your customer makes the decisions they do; how they think, feel and behave. By better understanding what motivates your customer, you’ll be able to better tailor strategic digital marketing and public relations plans that can optimize your brand’s visibility in front of the optimized potential customer.

  • Lifestyle
  • Interests
  • Opinions / Attitudes / Beliefs
  • Values
  • Goals
  • Habits
  • Motivations

BEHAVIORAL TRAITS

Behavioral traits show you how your customer acts; their personality and purchasing patterns. By understanding your customer’s behaviors, you can better tailor messaging and communications (from copy in ads for marketing to e-mail blast content to customer service interactions) so that your customer feels heard.

  • Brand Loyalty
  • Purchasing History
  • Purchasing Habits
  • Level of Extraversion
  • Communication Style

It can be overwhelming to create your customer from scratch. If you need a bit more direction, a great place to start is with the Big 5 Trait Theory, which analyzes behavior and character based on 5 key factors. Keeping these traits in mind while building out your customer profile can be helpful, as it allows you to think critically about not only who your customer is, but also who he or she isn’t.

  • Openness
    • Thrives on a routine vs. Spontaneous
    • Practical vs. Imaginative
  • Conscientiousness
    • Impulsive vs. Cautious
    • Organized vs. Scattered
  • Agreeableness
    • Trusting vs. Suspicious
    • Disagreeable vs. Pleasant
  • Neuroticism
    • Anxious vs. Carefree
    • Confident vs. Self-Conscious
  • Extraversion
    • Reserved vs. Sociable
    • Introspective vs. Superficial

By having a clear understanding of who your customer is and is not, their interests, habits, and motivations, you’ll have a competitive edge that allows you to focus on solving your customers’ problems by meeting them where they are and offering a product or service that meets their needs delivered with an experience that exceeds their expectations.

Elevate your PR Writing from Good to Great

The main reason any brand incorporates public relations into their overall strategy is to increase favorable awareness of their company and their latest offerings to both their target audience and their industry at large. At its core, public relations is a method of strategic communication between a company and the public used to build and maintain mutually beneficial relationships. To effectively communicate in the digital age, being able to craft meaningful, effective pitches and press releases is critical to a PR campaign’s success. Did you know that according to a study published by Inc., well-known, well-established, and well-capitalized businesses spend more than $3 billion annually to train their staffs in better writing techniques?

Good PR writing is a publicist’s job requirement, but great PR writing takes training, creativity and practice. Whether you’re new to PR or simply looking to elevate your skills, here are a few tips we’ve gathered that you can use to sharpen your PR writing for your next campaign.

  • Be Concise: Don’t use five words when two will do. Everyone is busy and nobody wants to read a 10 paragraph cold e-mail. Use the first paragraph of your email to briefly summarize why you’re writing. Who is your client? What do they do / why is it notable? What’s the call to action you are wanting the media contact you’re writing to take as a result of your email? We’re all busy, so make sure that the recipient can get the gist of what you want in the first few sentences.
  • Play Devil’s Advocate: Before you send out any pitch, ask yourself “why would anyone care about this”? “My client wants/needs press” is not a good enough reason for media to cover your client. Doing a bit of research and being able to frame your pitch in a way that is relevant and adds value will set you apart from your competition and make you a valuable media partner, as opposed to an annoyance.
  • Be Descriptive, but not Overly Heavy on Technical Jargon: It may seem counterintuitive or even contradictory to being concise, but without being overly wordy, make sure you are providing a helpful description of the brand and/or product(s) you are pitching. Remember, you live and breathe the brands you rep every day, but if a concept is new to market, there may be a learning curve for those who aren’t familiar to understanding. Try not to use too much industry-heavy terminology and explain in a straightforward way that would make sense to someone who doesn’t necessarily understand highly technical industry terms with nuance.
  • Proof Read before Sending: Spell check and grammar check are your friends. Make sure your email makes sense and don’t be afraid to read it aloud to yourself or others prior to sending. Remember, you only get one chance to make a first impression, so putting in the extra work to make sure your pitch is crisp makes a difference.
  • Be Collaborative: Be open to working with media when they have questions or need more information. Don’t get defensive if you receive pushback or requests for additional information, but rather see these instances as opportunities to educate more people on the brands you represent. It’s rare that a pitch leads to a direct placement on the first go (especially for newer brands), so be open to working with the media to provide the necessary tools to get your brand the media you’re aiming to secure.
  • Keep Learning: Stay current on industry trends for pitching media. Regularly read the publications in which you’re trying to secure placements to better understand the type of content they publish and how you can meaningfully pitch. Read books and blogs written by other PR pros for inspiration on how to be more creative and strategic with your pitches going forward and, when possible, press releases written by other brands in your area of expertise to learn from your peers.

CASE STUDY: Scaling Ads for a Swimwear Brand

THE BRAND

A contemporary e-commerce retailer that specializes in selling size-inclusive women’s swimwear direct to consumer (D2C). After struggling to scale their brand’s digital ads in-house and seeing a drop in revenue due to changes in how Facebook can track and utilize data, they brought Pink Sheep Publicity on to provide digital marketing management and strategy services.

BY THE NUMBERS

Ad Spend: $26,680.00

Online Purchases: 5,200

ROAS: 5.4x

Conversion Value: $14,390.00

SOLUTIONS

  • Produce more compelling creatives for ad campaigns, as the brand’s current creatives were not hi-res, engaging or working to achieve their goals.
  • Restructure the brand’s Facebook ads funnel to optimize outreach and allocate ads budget meaningfully.
  • Restructure audiences to make strategic outreach via digital marketing ads more precise using existing customer data that had been collected through both organic sales and sales resulting from previous digital marketing campaigns.
  • Test creative & copy to determine how best to reach target audience and optimize ROI
  • Scale profitable ads through audience growth

STRATEGIES

  • Produce high quality editorial imagery for swimwear brand for usage in digital marketing campaigns as well as content marketing campaigns and public relations outreach.
  • Restructure Facebook Ads Funnel to better optimize usage of ads budget.
    • Top of Funnel: Potential consumers who have never heard of the brand.
    • Middle of the Funnel: Potential consumers that have heard of the brand, but never purchased directly from the brand before.
    • Bottom of the Funnel: Consumers who love the brand and are ready to buy. This could be the first time these consumers are purchasing or could be a return customer who has made a prior purchase directly from the brand (retargeting).
  • Refine target audience based on funnel performance
    • Add custom audience for retargeting based on existing customer data.
    • Create lookalike audience for top of the funnel usage using data collected through effective, high-conversion campaigns.
    • Stack lookalike audiences into one ad set to optimize performance.
  • Use exclusions to narrow down each audience within high-converting audiences to optimize before additional scaling.
  • Increase audience sizes on highest converting ads.
  • Fine tune ad copy & test additional creatives on high-converting ad sets in order to further optimize ROAS.
  • Create additional campaigns for seasonal periods using micro-targeting and highest performing, applicable audiences
    • To keep seasonal campaigns engaging, ensure that creatives used are tailored to tell the story of said campaign. Using generic or subpar content that doesn’t meaningfully engage the audience can negatively impact campaigns.
  • Increase growth internationally using localization
    • Translate campaigns into each market’s native language
    • Take local culture into account to create meaningful, engaging content that speaks to the localized audience in a respectful, authentic way
    • Take local culture into account when testing ads creatives. Don’t just use Google translate! Work with a native speaker and have verbiage of ads creatives checked to ensure that local colloquialisms and conversation into account.

CHALLENGES

This brand creates incredible high-quality, size-inclusive swimwear for women. However, they lacked the time and expertise to run strategic campaigns and didn’t have the resources or training to fully understand how to properly take advantage of the funnel system, create compelling campaigns, or produce compelling creatives that communicated their unique value proposition in a way that resonated with their target audience. They had an incredible product, but were leaving money on the table by not having high-converting digital ads campaigns.

BENEFITS

By fixing the brand’s creatives and restructuring their ads funnel, we were able to not only increase their revenue, but also their brand awareness and engagement across all social media platforms used. The high quality content we created for the brand’s ads campaigns not only improved ad performance, but also improved their PR and content marketing strategies, as it better showed the product and was on par with the creatives of the brand’s market competitors.

SUMMARY

Prior to working with us, the brand’s ROAS was 2.5x. Within our first two months of strategy implementation, we were able to increase their average ROAS to 4.64x. After six months, we were able to increase their average campaign ROAS for ongoing campaigns to 5.4x.

Build a Better E-Commerce Site

The global pandemic has resulted in retail brands of all sizes prioritizing digital channels for everything from customer service to commerce. In 2021, e-commerce sales accounted for approximately 20% of all retail sales worldwide. In the US alone, retail e-commerce revenue reached $767.7 billion in 2021 and is expected to surpass $1329 billion by 2025.

So why does it matter? If your website is not optimized and well-designed, you could be leaving money on the table. Web design is critical when creating an e-commerce website, specifically for fashion and lifestyle brands, where visual storytelling is integral to connecting with customers. If you want to build consumer trust, necessary to gaining clients and building sales, you’ll need to put serious thought into your website.

THINK LIKE A CONSUMER

Think back to your best and worst online shopping experiences. What do you love and hate about other e-commerce sites? What sites are you constantly returning to and why? Remember that you’re providing a service. Keep the processes on your website simple and the site easy to navigate. The process of using your site should be simple, straight-forward and hassle-free for visitors so they enjoy the experience of shopping with you. Make sure your product imagery is hi-res and pertinent information like product dimensions, size guides and fabric content are easy to access for each product.

PROVIDE SOCIAL PROOF

A simple way to gain consumer trust and increase conversion rates is to provide social proof on your website. Let potential buyers know what past customers think of and feel about your products. Your website header or footer should have links to your social media pages so that anyone visiting your website can easily find your accounts. If you have press tears, make sure to have a press page on your site to let visitors know what people are saying about your brand. You can also display alerts at the bottom of your page to let website visitors know when a purchase has been made on your site.

KEEP YOUR WEBSITE ON BRAND

We’ve written before about the importance of branding (see here) and that absolutely applies to your website. From your website to your socials to your ads to your product packaging, make sure that anytime a customer or potential customer comes into contact with your company, the branding is consistent and your logo, brand colors, graphic standards and tone of voice are all in line with the message you want to convey to your target audience.

BE MOBILE FRIENDLY

According to a study conducted by Google, 85% of consumers start a purchase on one device and complete it on another. Making sure your website is easy to use, easy to navigate and responsive on all devices will set you apart from the competition and make your site look and feel more professional. Bonus points for enabling Instagram & Facebook shopping, to allow further ease to purchase for consumers. Remember, the goal is to make the process simple and streamlined for your customers.

Ready to build a better e-commerce site but need assistance? Contact our talented team to discuss how we can help your brand shine online.

The Importance of Branding in Fashion

What does your brand stand for? Who are you speaking to? Why should consumers choose you over the competition? More than just a logo and a few color swatches, your branding defines the entire identity of your business and determines the personality of your company as seen by your customers. While branding has always been an integral part of business, social media and digital marketing have made strong branding integral to standing out from the competition and making a lasting impact in the digital age.

Strong branding builds trust, creates customer loyalty and improves the results of your PR and marketing efforts. When you’re advertising your business, you want every asset across the board to represent your business’s identity and values cohesively.

Before launching a major PR or digital marketing campaign, make sure that all of your branding and brand guidelines are cohesive and properly represent your business’s identity and values. The overarching goal of your PR and marketing efforts should be to communicate your brand story to the media and target consumers, so make sure that internally, your company knows what it stands for and its goals and objectives.

When synergy exists between your PR and marketing strategies, your brand gets the competitive edge it deserves. Incorporating PR and marketing tactics into one competitive, holistic strategy can take your fashion brand to the next level, ensuring that all campaigns are working together to tell your brand’s story. When those PR and marketing efforts are supported by a strong, authentic brand story, your company will be leaps ahead of the competition.

5 Ways for Fashion Brands to Improve Their Content Marketing Strategy

The fashion industry is constantly evolving, but for all the stressful challenges fashion brands are facing in the post-covid economy, the evolution of content marketing and the power brands have to take their products and their voices directly to consumers through social media stands out as one of the sparkliest of silver linings.

Social media is an especially powerful tool in the fashion sector, allowing brands the opportunity to reach billions of internet shoppers across the globe and directly marketing their wares to consumers. To make the most of this unique opportunity, fashion brands must create a competitive, meaningful content marketing strategy.

At its best, original content engages, educates and entertains current and potential consumers in an authentic way that not only increases brand awareness and generates buzz but can also increase sales. Here are a few of our best tips and tricks for brands wanting to create or improve their content marketing strategies with a clear and effective messaging campaign.

1. Be Consistent

“Success doesn’t come from what you do occasionally, it comes from what you do consistently.”

Consistency is key. Too often brands get excited but then lose steam or get overwhelmed with other tasks and don’t keep posting or engaging with their audience on socials. The best thing you can do for your brand is to keep showing up. Post regularly and frequently to keep your audience engaged and your brand on their minds. If you can’t post daily, that’s ok, but you still should find a schedule that works for you and stick to it!

When you do post, make sure that all of your content is working together to tell your brand story. The look, feel and tone of voice used in your content should be consistent across all channels, so that the content you post on your social media channels conveys the same message as the imagery and copy on your website, PR and marketing materials and wholesale materials.

2. Don’t Just Tell a Story. Tell your Brand’s Story

A good brand story allows you to build an authentic connection with customers. What that requires of you is to be honest and open and share your experiences. Customers want to get to know the people behind their favorite brands. Why did you start your brand? What makes you excited about the products you’ve designed for your label?

If your brand is new, don’t feel like your story has to be fully written in stone. Your brand story can and should evolve with the brand as it grows. As your brand’s story does change, share that with your audience so they can come along on your brand’s journey. What should remain the same from day one are your brand’s values and mission, so customers know they can trust your company and rely on you to deliver consistently.

3. Provide Value & Information

It may sound counterintuitive, but don’t make selling the call to action of every post your brand creates. Delivering value to your target audience will build trust, make your content more shareable, and help more people discover your brand. Motivational messages and quotes, collaborations with influencers, user-generated content (UGC) that offers a look into how current customers are enjoying your best pieces, how-to videos and tutorials that offer style advice incorporating your products, BTS looks at how your brand runs, and giveaways provide value to your audience and will help build consumer trust.

Adding value to your content requires you to know what your target audience wants and needs, so don’t be afraid to course correct as you determine which types of posts are most meaningful to your audience. Remember, content should educate, engage, and excite your target audience so you can best serve them, their needs and interests. As you learn more about your target audience, you can better serve their needs and provide content that will resonate with them.

4. Be Where Your Target Audience Already Is

There’s no question that e-commerce, web content, and social media are integral for fashion brands in today’s economy. Sometimes it feels like to be successful, a brand has to be everywhere to keep up, but it’s better to work smarter and not harder when it comes to content marketing. When determining which networks to use for your brand, you need to understand each platform’s purpose, how it relates to the content you will be sharing, and which platforms on which your current customers and target audience are most active.

The key to content marketing for fashion brands isn’t to be everywhere, but rather to find the perfect platforms and partnerships that can best share your brand message to your target audience. After you launch and create valuable content, make sure that you’re sharing it to the platforms where your target audience is already turning for content. As new social media channels or trends develop, don’t feel compelled to immediately jump on the bandwagon, but rather stay attuned to what’s going on and determine what changes or updates will best serve your customers.

5. Share Compelling Creatives

Fashion-savvy consumers will look at your content to understand your brand. What does blurry, out of focus, heavily filtered imagery say about your brand? What does crisp, clear imagery that showcases your product accurately in a flattering layout say about your brand? Creating content that describes your product and solves user queries starts with having crisp, clear image and video files that can be used to create your content and tell your brand’s story. Making sure that all the content you share helps and doesn’t hinder your strategy is a must!

From magazine-worthy product posts of your latest pieces to shots of today’s hottest talent wearing your best sellers to compelling reels that entertain, giving your audience a clear look at what you’re selling must be integral to your content marketing strategy. No matter what the angle of your content, make sure you’re telling your story with high-resolution, visually compelling imagery and video to improve click-thru rates and stand out from the competition.

A polished content strategy can make all the difference for fashion brands. Not sure where to start? Look at your comments section and the questions your brand is most frequently being asked by your customer base and start by answering the questions current and potential customers are already asking.