Do you have a marketing strategy for your business? (note: just posting on Instagram is NOT a marketing strategy)
If the answer is no, you’re not alone.
The fashion industry is extremely crowded and more and more it’s becoming harder and harder to stand out. The saying, “if you build it they will come” no longer applies. Just because you have a website and post on Instagram does not mean that people will buy from you. In fact, it doesn’t necessarily mean that they’ll even see your website. In order to grow your business and to move from side hustle to career, you have to think not only as a fashion creative but also as a business owner which means you have to consistently market and promote your business and product.
Many people tend to put off creating a marketing strategy because it sounds really confusing and overwhelming.
The good news, however, is that creating a marketing strategy sounds a lot harder than it actually is!
For larger companies, creating a marketing plan tends to involve a lot of statistics, focus groups, market research, blah, blah, blah. But, as an emerging designer or independent fashion brand, you don’t have to calculate statistics or hold focus groups in order to successfully create a marketing plan.
At its most basic level, a marketing strategy is figuring out what your message is and telling it in a way that your audience can identify with and relate to.
WHAT IS A MARKETING STRATEGY?
Simply put, a marketing strategy details how you’re going to effectively promote your business and share what you do with your target customers so that they want to buy.
Rather than just posting on Instagram and hoping someone clicks the link in your bio to make a sale, a marketing strategy helps you to create a cohesive plan of action so that when you do post on Instagram you are more likely to convert your followers into customers.
Essentially, a marketing strategy answering the questions:
Who is my target customer?
How am I going to get their attention?
Where am I going to find my customer? (on what platforms)
And once I have their attention, what am I going to say that’s going to encourage them to want to buy from me?
It’s really easy to feel overwhelmed trying to build your business especially when you’re not sure what to do or how to do it. A lot of times when you don’t have a strategy you’ll find yourself doing what you see working for other people and hoping that it’ll work for you too. But unfortunately, rarely does this work. They’ve created their strategy based on their goals, their customer and their brand.
One of the main benefits to creating a marketing strategy is that instead of doing random things and hoping for the best, a marketing strategy gives you a clear direction and a strategic plan that is specific to your business and is aligned with your business goals.
So, how do you create a marketing strategy that is effective and successful in building your business? Here are a couple things to help you out:
- Click here to download a FREE chapter from our Digital Fashion ebook that will get you started in the right direction.
- On June 25th I’m teaching our signature popup workshop, Fashion to Profit™ at the Tea Bar Pearl. In this workshop, I'm going to simplify the process of creating a marketing strategy and share with you the exact strategies I use for my business. For those who aren’t in Portland, throughout the day I’ll be sharing tips and insights from the workshop on our Instagram Stories so make sure to follow us on Instagram. [WORKSHOP HAS PASSED]
Oh yeah, if you know someone that could benefit from the FREE chapter and marketing audit, please feel free share it with them.