You’ve nailed your branding, you’ve got few photography shoots behind you, and you’ve got a website that converts. You’ve done the hard parts of getting your new fashion brand off the ground, now you just need to apply some digital marketing tactics to give it that extra push. At this point it’s worth chiming in to note that you don’t need to spend a lot to market a fashion brand on Facebook. If you’re smart about your targeting, you can get a lot of traffic and engagement out of a small budget. Here’s a few sneaky tactics you should be trying out…
1. Use the ready made audiences that your competitors have grown
You know your own brand, so you’re probably very familiar with your competitors and what they’re up to too. There is no shame in nosiness when it comes to snooping on the competition! With fashion, it’s not hard to draw comparisons between brands, and taking your target audience into consideration you can compile a pretty comprehensive list of the other places that they’re likely to shop at. These are brands that have invested a lot of time and money into building their Facebook following, and that following could be your next batch of customers. When you set up a Facebook ad, you can add ‘interests’ in the detailed targeting options. Here is where you’ll want to put your competitor’s pages. What this all means is, your ad is going to be put in front of the people who already ‘like’ the brands that are similar to your own. See it as ready-made audiences for you to tap into!
2. Grow your email marketing list on Facebook with Lead Gen ads
Facebook has a specific ad format that is optimised for lead generation, or in simple terms – growing the absolute fu*k out of your email newsletter list, quickly. The best part is, it’s all done on Facebook, so you’re completely off the hook when it comes to faffing around with new landing pages. Facebook users aren’t going to just hand out their email address though, you’ll want to give them something in return to get the best results. For fashion specific lead gen ads, It’s best to create a graphic that contains some sort of an offer, and for the offer to be redeemed an email address is required. This nifty ad format can split test too, so don’t be afraid to try out different audiences.
3. Optimise carousel ads for conversations
No, Facebook ads aren’t just for brand awareness and engagement, they can drive steady sales for e-commerce businesses, honest! The carousel ad format is ideal for e-commerce, with the ability to showcase a number of products that can all link to their respective product pages – all from one ad. The carousel ad format has been proven to have a much higher CTR and lower CPC than standard link ads. Basically you spend less money and get more clicks, which brings down the cost per conversion. Everyone’s a winner. Don’t be afraid to get creative use lifestyle shots, remember you may choose to place your ad on Instagram too.
4. Nurture conversions with remarketing
We’ve all fallen victim to an Asos remarketing ad! But hey, it works. You can’t rely on first time visitors to your site to take any real action, and you shouldn’t feel bad when they don’t. There’s a nurturing process that starts with brand awareness, maybe leads to a browse of the onsite offering, but often visitors aren’t ready to buy. This can be for any number of reasons, but if you implement remarketing you can recapture the interest and nurture a sale. There’s a little technical wizardry at play, as you’ll need to implement your Facebook pixel into the code of your website pages, but you (or your trusty web developer) can read up on that in more detail here. While your pixel picks up data in the background, you can create custom audiences on Facebook, and create ads that are tailored to people who have already paid specific pages on your website a visit.
5. Target the Facebook fans of bloggers who have worn your styles
Everyone knows the drill with bloggers by now, but not everyone knows how to leverage the content with Facebook ads. If you gift some items that a popular blogger goes on to feature, you can create an ad or sponsored post using the imagery. By adding specific blogger Facebook Pages to your targeting options, you’ll be increasing your brand awareness while leveraging on the bloggers endorsement. This can be done on a really small budget, and is an effective way of driving conversion rates on product-specific pages.
Before you kick off advertising, check off these useful strategies for improving your eCommerce site itself. If you would like any advice or consultation on Facebook ads, get in touch.