Why should you, as an entrepreneur, learn how to reach your target market online? (By the way, target market is just another word for customers.) Simple – because the Internet has billions of people waiting for you to market to! There are currently over 3 Billion people on the Internet out of the 6.9 Billion who live in the world. That number will continue to increase as more and more individuals gain access to mobile devices. Furthermore, the Internet isn’t bound to any particular city, state, or country, meaning that you can market to almost anyone, anywhere, anytime. See the massive opportunities to market your merchandise and brand online? It’s truly a remarkable and sensible way to reach more customers. Now the question is – how do you do it? How do you reach your target market online?
It’s very hard to appeal to everyone because people have many interests, needs, and tastes. That’s why knowing who your customer is allows you to zero in on the details of your market. If you know that your customer is a newly college graduate, you’re aware that he or she is a millennial, consumes news, media, and entertainment online, most likely doesn’t have much disposable income, and may have a large amount of student debt. Knowing all this information can give you insights on what products to offer, how much to price your merchandise, and how and where to market to them because of their consumer activity. You’ll know that being on snapchat, working with youtube personalities can be a great way to reach them. This is why knowing and understanding your target market is crucial to any kind of marketing, not just digital.
To do this, you need to be able to effectively communicate with your target market. You must choose the language they understand, the examples they relate to, the challenges they face, and the victories they experience. They need to feel like you get them. They need to understand and feel what your merchandise can do for them, whether it’s a practical or theoretical application. That’s why brands that can effectively communicate with their customers not only have high followership and engagement on social platforms, but their marketing efforts also convert to sales. Here are some examples of videos that speak to the customer. You’ll realize that marketing like this is way more effective than just saying, “Buy my stuff”.
Example 1: Adidas promotes their classic line of shoes, the Originals, by highlighting and uplifting people who collect their shoes. It’s a way of celebrating their most die-hard customers.
Example: Here, Victoria’s Secret promotes their activewear line, VS Sports, by providing useful workout videos that customers can do while wearing their line.
Here, Tieks promotes their foldable flats by appealing to moms, a huge portion of their target demographic.
Knowing them will allow you to decide which one(s) will be best for your marketing efforts. Below is a quick list of the top online channels:
You can find out more about these marketing channels in our course, The Digital Marketing Lab. Sign up below to gain access.
Just because social media and writing blog posts seem easy to do, it doesn’t mean you can just wing it and hope for the best. You’ve got to have a plan and calendar that details exactly how you plan to use the Internet to market your brand. The easiest way to do this is to plan the year in quarter chunks. Within each quarter, identify key business activities that you want your customers to know. Things like – product launches, sales, collaborations, events – are just some examples of key company initiatives that you can share. Once you have those dates down, you can then start planning how you can use digital marketing to spread awareness around those initiatives. Choose from the list of online channels.
It’s not enough to know that you’ll be using videos and emails. You’ve got to be clear on the message, the layout, and the distribution of your promotional activities. So for videos, think about the creative direction, the message, the content, the call to action, the date of release, and how you plan to get as many people to watch the video.
As most of you are emerging fashion businesses and some may be even be pre-launch, it can be more difficult to acquire an audience simply because you haven’t been around as much. That’s why it’s important to work with other brands and personalities who can help bring the right people to you. This is what’s called partnership marketing and partnership marketing can be blended with digital marketing efforts. Let’s just say you want to do a giveaway on Instagram. Well, you’ll surely get more entrees if you partner with a blogger whose readership is actually a match to your target market, meaning their readers are actually your target customers! Now, you get the added benefit of pulling your followers together with theirs.
Trust your plan and finish it! This is why a plan is crucial to any marketing activity because it allows you to do the proper research and preparation to feel confident that you know what you’re doing.
Don’t execute your marketing strategy and leave it alone. Track it as it’s progressing to make sure that campaigns are running smoothly, tweets are being answered, comments are getting addressed, and questions are being answered. Interaction and engagement is what every marketer strives for! So if people are engaging with your campaigns, make sure to engage them back so that they feel connected with your brand. They will be more likely to subscribe to your youtube channel, follow you on Twitter, like your Facebook post, and sign up for your mailing list, which are all great ways to continue marketing to them in the future.
Data will also tell you which channels were more effective. This will give you insights on which channels to focus on and which strategies to continue with to reach more of your target market.
Online is here to stay and everyday, more and more people launch businesses and market on the Internet. That’s why it’s crucial for you as fashion entrepreneur, to start familiarizing yourself with how to communicate with your customers online.
Now you may be thinking, what do I do now? Now, is where you take action. Use this knowledge to start building galvanizing your target audience on the Internet. Like we said, there are over 3 Billion people waiting for you online right now. And the best part is, you don’t have to do it alone! Enrico and I built FAB Counsel so that fashion entrepreneurs like you, don’t have to take this long, hard, but amazing and worthwhile journey all by yourselves.
Here’s everything you’ll walk away knowing: