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Build A Loyal Audience Using Facebook ~ Elan Creative
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Build Your Fashion Brand Using Facebook

Your goal in fashion business should be to build a loyal audience because once you have an audience who is loyal, you don’t have to worry as much about fighting the competition for customers. You can relax – as long as you are giving your customers what they need. Word of mouth marketing is easy when you have a loyal audience because you can have them help you with spreading a message. They will interact with your boards, tweet your messages, and essentially help you with your fashion marketing.

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Source: Vivienne Westwood’s Facebook page

Choosing a Social Media Platform

One of the hardest things that you may struggle with is the idea of which social media platform you should choose for your primary source of marketing for your fashion brand. Here are the main ones:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Tumblr
  • Pinterest

Which one are you supposed to choose? Facebook is usually a safe bet in terms of choosing one to work with because of the sheer number of people using it.

Sure Pinterest is  great for sharing fashion product photos but it doesn’t give you that level of interactivity and feedback that Facebook does. So let’s have a look at how to create your audience in Facebook!

Engaging your Fashion Followers on Facebook

Various ways exist for you to engage your audience, who are presumably the fashionistas and stylish people who will potentially be buying your clothing, accessories and more. You can create a Facebook store in order to sell fashion products directly from Facebook. There are various benefits that exist with doing this: firstly you can forget about including a ton of links into your Facebook posts because your fashion store will be right there. Also when someone buys one of your gorgeous items, their friends and your followers will see this – generating more interest and more exposure for your business.

You can also share information with your audience. This can include trending news in the industry, tips, recipes, and even links to other businesses you think they would like. Once you show that you are willing to share information about other companies, people will be more likely to trust you because it shows that you are not intimidated by sending them away from your page to look at other gorgeous fashion items – and that you have your customers’ best interests in mind.

As long as you can continue providing valuable information to your audience, they are going to stay loyal. It’s not hard to keep providing value. It can be as simple as providing a link to somewhere else, pulling an excerpt from your blog, or providing a quick tip. Engagement various based on your target demographic, but you should plan on posting at least 1-2 times a week.

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Using humour (and cute animals) to grab attention! Source: ASOS Facebook page

Micro Blogging for Fashion

Each time you post on Facebook you are essentially blogging: some consider the act of blogging on social media to be a form of micro-blogging since the posts are very short. Becoming a productive blogger takes a little practice, but there are tips out there to help you along the way.

There’s no shame in asking your audience what they want to see. If you notice, there are a lot of blogs out there that periodically stop and ask people what they want to get out of the blog e.g. ‘what style tips do you want to see this spring?’. This allows you to engage your audience and ensure that you are providing fashion and style information which they enjoy reading and is of value to them. If you sell jewellery, people may want to see more style tips and photos of clothes which will match that beautiful new statement necklace you just got in stock.

You can start with Facebook in terms of being able to engage an audience because it is still the biggest social media platform out there. Depending on your demographic, you may want to branch out to various other platforms. This does not mean that you have to start all over again or even create a significant amount of new content – there are ways of posting the same things across multiple platforms, and this can be used to ensure you manage your marketing efforts more effectively.

There’s no need to do fashion marketing every day of every month. However, as long as you create a great, captive audience on Facebook, you can ensure that your marketing messages go a very long way.

Nina Young About the author

I studied mathematics at university, taught myself software development, honed my skills with multinational companies such as IBM and have set up and sold my own businesses. My perspective covers the all important period when a business moves from small and successful to substantial and market-leading, and my personal experience allows me to provide online solutions that give business leaders mastery of their online presence and control over business development.

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