The Power of Social Media Marketing for Fashion Brands

In the ever-evolving world of fashion, staying ahead of the curve is crucial for brand success. With the rapid growth of social media, fashion brands have been presented with a powerful tool that has transformed the way they connect with their audience and market their products. In this blog post, we will explore the importance of social media marketing for fashion brands and shed light on the numerous benefits it offers in the digital age.

Amplifying Brand Visibility:

Social media platforms have become the go-to source for discovering the latest trends, styles, and fashion inspiration. By leveraging social media marketing, fashion brands can amplify their visibility and reach a wider audience. Through carefully curated posts, captivating visuals, and engaging content, brands can communicate their distinct identity and build a loyal following. Platforms like Instagram, Facebook, and TikTok enable brands to showcase their unique aesthetic, create and communicate a consistent brand voice, and establish a strong presence in the minds of consumers.

Connecting with the Target Audience:

One of the greatest advantages of social media marketing is the ability to connect directly with the target audience. Fashion brands can use these platforms to engage in two-way communication, fostering meaningful relationships with their followers. By responding to comments, addressing queries, and actively participating in conversations, brands can humanize their presence and build trust with their audience. This direct interaction not only helps in understanding customer preferences but also enables brands to receive instant feedback on products, campaigns, and brand experiences.

Driving Website Traffic and Sales:

Social media serves as a powerful driver of website traffic and, ultimately, sales for fashion brands. By strategically linking to their online store, brands can seamlessly guide followers to browse and purchase their products. Additionally, social media platforms offer advertising options that allow brands to target specific demographics, interests, and behaviors, ensuring their ads are seen by the right audience. Through compelling visuals, persuasive copy, and enticing offers, fashion brands can significantly increase their conversion rates and boost their overall sales.

Influencer Collaborations and User-Generated Content:

Social media has given rise to a new breed of influencers who possess the power to sway consumer purchasing decisions. Fashion brands can leverage these influencers’ large and engaged audiences to promote their products and create brand awareness. Collaborating with influencers allows brands to tap into their expertise, reach new demographics, and gain credibility in the industry. Furthermore, user-generated content plays a significant role in social media marketing for fashion brands. Encouraging customers to share their experiences and showcase their personal style through hashtags and contests not only creates buzz but also generates authentic content that resonates with potential customers.

Trend Spotting and Market Research:

The fashion industry is driven by trends that are constantly evolving. Social media provides fashion brands with real-time access to what’s happening in the industry and offers invaluable insights into consumer behavior and preferences. By monitoring popular hashtags, engaging with fashion communities, and analyzing user interactions, brands can spot emerging trends, gather consumer feedback, and adapt their strategies accordingly. This data-driven approach ensures that fashion brands stay relevant and can tailor their offerings to meet the ever-changing demands of their target audience.

Social media marketing has revolutionized the fashion industry, providing fashion brands with endless opportunities to connect, engage, and thrive in the digital landscape. From amplifying brand visibility and connecting with the target audience to driving website traffic and sales, the benefits of social media marketing are undeniable. By harnessing the power of social media platforms, fashion brands can build strong brand identities, foster customer relationships, and stay ahead of the competition. In this fast-paced and visually driven industry, embracing social media marketing is no longer an option but a necessity for fashion brands that strive to make their mark in the digital era.

Not sure where to start? We’re happy to hop on a call with you to discuss your brand’s social media strategy and how to make the most out of social media marketing!

CASE STUDY: Social Media Marketing for a Contemporary Fashion Brand


A contemporary fashion brand with a strong wholesale presence wanted to build their social media presence to increase brand awareness and build their direct-to-consumer (D2C) business. The brand only had Instagram and Facebook pages and were not posting regularly on either. The posts that were published were sporadic and typically unplanned.


After introductory research, we found that the brand’s target demographic was primarily active on Instagram, TikTok and Pinterest. By not taking the time to connect with their consumers on the platforms where their target consumers were already active, the brand was missing opportunities to authentically connect with existing and potential customers.

Because the brand had very limited imagery and almost no video content, it was difficult to regularly post content to their existing channels.


  • Coordinate with brand’s wholesale, sales, and PR teams to ensure inclusion of all relevant initiatives in social media strategy and to ensure the initiatives will be promoted through socials as necessary.
  • Implement 30-day Social Media Content Calendar to organize social media strategy and support brand’s sales and marketing initiatives by creating a dynamic, strategic content calendar that tells the brand’s story in a compelling, authentic way.
  • Create TikTok & Pinterest pages for the brand and incorporate into overall SMM strategy.
  • Create new, engaging photo and content that could be used across platforms.
  • Incorporate UGC and diversify content mix to make feeds more dynamic.
  • Coordinate Gifting initiatives with celebrities and influencers in the brand’s target demographic to increase brand awareness and further create high quality user-generated content (UGC).
  • Establish affiliate marketing program to empower micro-influencers and blogs to collaborate with the brand and increase traffic to the brand’s site and socials.


Social Media Management

Social Media Marketing

Content Creation

Influencer & Celebrity Product Placement

Affiliate Marketing

By the



Increase in Followers


Increase in Engagement


Increase in Reach


Increase in Average Likes Per Post


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Increase in Followers


Increase in Engagement


Increase in Reach


Increase in Average Likes Per Post


Increase in Average Impressions



Increase in Followers


Increase in Engagement


Increase in Reach


Increase in Average Likes Per Post


Increase in Average Impressions

Do You Want to Build a Brand Book?

Did you know that more than 75% of consumers prioritize purchasing from brands that share their values? Or that brand recognition increases the perceived value of a company’s product offering? From McDonald’s golden arches to the interlocking Cs that have defined Chanel for generations, companies with strong branding identities are iconic, memorable, and easy to define. What does this mean for new brands that want to not only survive, but thrive in 2023 and beyond?

An important step in the journey of converting a consumer from stranger to follower to purchaser to passionate advocate of your brand is cultivating a strong emotional connection between the consumer and the brand. Having a strong brand identity that authentically and consistently communicates your brand’s unique selling proposition (USP) can be a powerful asset in this process and building a strong community with your target audience is more important than ever! The first step in establishing your brand is building a brand book that establishes and defines your brand’s visual identity and lays out your company’s guiding ethos.


Your brand is comprised of the intangibles that make up your business identity and help your customers identify your business. When crafted and used properly, your brand is your calling card, telling your current and potential customers as well as your industry and the media who you are, what you do, and where you stand. All business concepts, from product offering to marketing creatives to PR strategy, should tie back to your brand and support your company’s overall vision and mission.

[Note: For more info on branding, check out our previous post on the Importance of Branding in Fashion here.]

Whether you’re looking to reinvigorate your brand in the new year or building your brand from the ground up, here are the important elements to take into account and include when building your brand’s style guide (also referred to as a brand book).


What do you, and by extension your brand, stand for? Your brand’s mission and values should serve as a compass, guiding all of your brand’s activities, from your product offering to your marketing strategy. While mission and values are intertwined and should work together, they are separate entities that should be individually established and clearly defined.

Bonus points for clearly defining your brand vision as well, which should work in tandem with your mission and values to guide your brand’s forward movement.

Brand Mission: States the brand’s purpose and how they plan to serve their target audience.

Brand Values: The key principles that will guide how the company operates.

Brand Vision: This is where the brand wants to go and what they want to accomplish.


A consumer’s emotional connection to your brand is important. Color can be a tool for brand storytelling. Specific colors can evoke an emotional response, so take into account your brand’s identity when choosing a palette. When choosing colors for your brand’s color palette, try to choose hues that are not only memorable and recognizable, but also further communicate your brand’s personality.

It can be helpful to break you color palette into primary colors and secondary colors to let everyone know the primary colors of the brand’s aesthetic and which colors should only be used for color pops in marketing materials or website creatives. Make sure to specify which colors can be used when and if there are certain color combinations within the palette that should be avoided, if you have these specifications in mind [ie: the red in the primary palette and forest green in the secondary palette can not be used together, because creatives may look Christmas-y and that is not the brand’s desired aesthetic]. To ensure that your brand colors are easily accessible to all departments that may need to use them, make sure to list each color’s hex codes, as well as the RGB and/or CMYK details, as well as the Pantone swatch code and name, if applicable.


Don’t underestimate the power of typography as you’re perfecting your branding guide. Just as certain colors evoke certain emotions, different typefaces convey different tones and moods. By keeping all of your verbal communications cohesive across platforms, from the copy on your website to the email blasts you send your most loyal customers, to the lookbooks and line sheets you distribute to buyers at trade shows, you are creating brand consistency that will make your brand stand out in a crowd.

Make sure that you choose fonts that are easy to read and work well together. As you did with your color palette, specify your hierarchy of fonts and include it in your brand book, specifying which fonts to use where and when [for example, one font may be specifically for headlines, while another may for subheadings and another for paragraph copy.]

[For further assistance and inspiration in choosing your typefaces, check out Canva’s Ultimate Guide to Font Pairing.]


Your logo should serve as the foundation of your brand’s identity. The ultimate symbol, your logo may be the first impression a consumer gets of your brand, so it should communicate who you are and what you do. The best logos are simple, straightforward, and self-explanatory. If your brand is upscale, your logo can be elegant, but make sure it is still accessible and obvious. Consumers shouldn’t struggle to understand your logo, find it distracting or overpowering, or be confused by what it is or what it means.

Are there specific symbols, doodles, or icons that you use as part of your branding? Make sure to include these in your brand book and lay out when and where to use these icons and how they should be used in relation to the logo in different media. Also in your brand book, make sure to include spacing and alignment requirements for your logos and iconography to ensure that all web and print designs using your logo are created in line with your standards.

Also, if applicable to your specific branding, remember to include the specific color combinations that can and cannot be applied, so all departments know how to properly apply your logo and iconography across the board.


What is your brand’s personality and how do you speak to your consumers? Is your brand friendly? Formal? Motivational? In your brand book, make sure to include your ideal messaging tone and how representatives of your brand should speak on your behalf.

By including examples of communications that you think perfectly match your desired tone, the members of your business using your brand book will better understand your company’s communication style and have an easier time applying it actively while communicating as a representative of your brand.


Building your brand book is only the first step. To ensure a cohesive, comprehensive look and feel to your brand over time and to build brand trust and consumer loyalty, ensure that all departments of your business are not only familiar with but actively referring to your brand book. From your media buyers and publicist to your design team and wholesale reps, any and every ambassador of your brand needs to familiarize themself with the brand book and apply it to their work. Make sure to review your branding annually or bi-annually to ensure that you are conveying your desired message and still happy with your brand’s standards.

10 Tips to Improve Your Holiday Gift Guide Pitch

Whether you’re running behind on getting your gift guide pitches sent out or not yet seeing the return you were hoping for, there’s no need to panic just yet. Many online publications have yet to finalize all of their gift guides, which means you still have time to make the most of the holiday season for your brand. We’ve compiled a list of 10 tips that you can use to level up your Holiday Gift Guide pitches based on our firsthand experience pitching and securing placements for our clients in publications like Forbes, Wall Street Journal, Cosmopolitan, Vogue, Glamour, and WhoWhatWear.


Journalists are busy and typically specialize in a handful of niches. Take the time to research recent stories published by the journalist you’re wanting to pitch to ensure that your product is a fit for them. Build out a targeted media list of journalists who would realistically cover your brand to increase the likelihood of your pitches landing and leading to secured placements.


Real Talk: You love ALL of your products and think every single one is a masterpiece, but now is the time to be discerning and edit down which pieces are your best and brightest. Don’t send media a general link to your website and make them do all the work. Instead, look at your products objectively, like an editor would, and determine which pieces make the most sense for your pitch.


Take the guesswork out of your pitch by offering everything about the product your pitching that the journalist may need should they choose to include your brand in their gift guide or roundup. What exactly should you include?

  • Product Name
  • MSRP
  • Link To Purchase on your Website
  • Stockists that currently carry your product (other than your website)
  • Brief Product Description
  • Link to hi-res JPEGs media can use in their story should they so choose


Every brand dreams of being in Vogue, but take a step back and ask if that’s a feasible goal for you at this stage in the game. If you don’t have the inventory or infrastructure to support the sales that could result from a major national placement. Is your product only available through a brick and mortar location in Iowa? Do you only have a handful of units left of the style you’re pitching and no time to get additional inventory manufactured and ready to ship in time for customers to receive by the holidays? If so, Vogue probably isn’t the right publication for you to pitch this season.

Adjust your pithes according to what you feasibly can deliver and particularly if you have a brick and mortar location, make sure to include local and regional media in your pitch list, to let local customers know you’re nearby for holiday shopping.


For fashion and beauty brands (particularly newer brands), sending out samples so that journalists can see and try your products out before covering is standard practice. Beauty samples and lower-priced fashion items are almost never returned and depending on the outlet, higher priced items may or may not be returned. If you want an item to be returned by a journalist, make sure to specify that upfront so that the journalist knows your expectations. When building out your media list, make sure to consider how many pieces you can realistically afford to send out for review and the costs associated with shipping.

Pro Tip: Make sure to include a return shipping label with the samples sent or email a return shipping label to the journalist when you provide tracking information for the package you’re sending so that they can easily return your samples.


Yours is not the only gift guide pitch journalists will be getting this season. It’s important to differentiate your pitch strategically with a meaningful subject line while also making it easier for journalists to search for your pitch in their over-extended inbox. (We promise it’s not as complicated as it sounds!) Make sure to include “Gift Guide”, your brand name, and a brief explanation of who the target demographic of your brand.


Online sites, including major media sites, rely on revenue. Providing affiliate links, through Amazon or one of the handful of other affiliate programs that major publishers use, can improve the likelihood of your product being considered for inclusion. Make sure to include the necessary information [links, merchant ID] for media to easily use available affiliate links in your initial pitch.


When you’re writing a pitch, it can be easy to get stuck in a loop of feeling like it isn’t quite ready yet. While proof reading and editing are important, don’t get so hung up on creating the “perfect pitch” that you miss your window of opportunity. Put in the work, do your research, edit as necessary and then HIT SEND. If you don’t send your pitch out, the answer is already no. So just do it!


It would be wonderful if one pitch email sent one time to one journalist led to the perfect media placement, but that’s just not realistic. Journalists are working on multiple stories at one time and receiving hundreds of pitches from hundreds of brands wanting to be featured. If you don’t hear back in a week or two, kindly follow up your original email and offer any new developments that may make your pitch more attractive. Has a celebrity currently worn the piece you’re pitching? Did a new stockist pick up your brand? Did you set up an affiliate program since your initial pitch? These are the kind of updates to include in your follow up email.


Sending a pitch isn’t the end of the story. Pitching is a collaborative process that works best when all involved parties are actively involved. If a journalist includes you in a gift guide pitch, make sure to send a quick ‘thank you’ and let them know that you appreciate the mention and will share the article across your social platforms. If a journalist passes on including you in a placement, thanking them for their time and consideration will demonstrate that you are a valuable collaborator who respects their time.

Getting your products featured in a Holiday Gift Guide is an incredible opportunity to have your brand in front of the eyes of potential consumers and verified by media those consumers already trust. Remember, though, PR is a marathon and not a sprint. Boosting your brand’s exposure consistently at the holidays and throughout the year is integral to building consumer trust and longterm success.

Want to start 2023 on the right foot? Learn more about how we can help your brand level up your PR & Digital Marketing strategy in the new year, by scheduling a complimentary intro call with our team here.

CASE STUDY: Affiliate Marketing


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.


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.


  • 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.


Month 1

Web Traffic: 270 Revenue: $208

Month 8

Web Traffic: 15,800 Revenue: $460

Month 16

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


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


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.


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.


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.]


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.


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.


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.


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


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.


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


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.


  • 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.







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 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 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 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.