Impressions - April 2022 - 31

" Small brands don't have that
big of an audience and the best
way to compound that is to use
other people's audience. "
- Darwin Liu,
X Agency
return, you'll better understand your customers'
needs.
Keep in mind that relationships take time.
Don't be discouraged if engagement levels don't
skyrocket overnight. Jon Phenom, founder of
ClothingBrandAcademy.com, thinks of digital
marketing as an entire universe with many
diff erent plants - each in diff erent stages of
formation.
" For example, YouTube is a long-term commitment
and the ROI might show up much
later - years later, " he explains. " Tik Tok, however,
has great organic growth at this time. "
Rock the Inbox: Email subscription forms
are an economical marketing tool used by many
fashion brands. When a new visitor browses
your website, a pop-up form can collect pertinent
email information and add that person
to the list of subscribers.
Th is also can be done at the bottom of blog
posts. A promotional off er - such as 20% off
a customer's fi rst purchase - can help increase
participation rates. Building a robust email list
ensures prospective and existing customers
are privy to new products and promotional
sales or events.
" Lasting brands have a huge email list, " says
Darwin Liu, CEO of X Agency. " Fly-by-night
brands pay their way the entire time and realize
that they've run out of money. Picture
having an email list with 1 million subscribers
where you can blast emails to and constantly
sell for free. "
Create a Unique Narrative: Creating segmentation
and personalized messages can help
lower unsubscribe rates while resulting in better
conversion rates. Th e messages should be compelling,
unique and add value. Th ey shouldn't
be sent daily, repeatedly asking people to buy
products.
Rather, create a comfortable rhythm and develop
a unique voice that your audience wants
to hear. Try integrating style tips, blog posts
and video into the content mix. It's important
to stand out from your competitors. One way
to set yourself apart is by highlighting infl uencers
who are wearing your product, either
through lifestyle photography or with a Q&A.
Consider Infl uencers: Th e sphere of inKnow
your brand and build community
around it. Image by Wayhome Studio.
Art by rarinlada.
she says. " One person gets excited about the
brand and spreads that excitement to others
and it grows and grows. "
Get Engaged: Th e primary goal is to establish
long-term, meaningful relationships
with your audience. As in any social relationship
it's important to be authentic, a
good listener and remember that it's not all
about meeting your needs. Engagement is
key. Proactively reach out, rather than passively
waiting for customers to engage and
provide meaningful, two-way dialogue. In
fl uencer marketing has accelerated as social
media becomes a more integrated part of our
lives. According to the Digital Marketing Institute,
57% of fashion and beauty companies
engage in infl uencer marketing, while 21% are
planning to add this to their strategy.
Th ere are several reasons for this surge. Infl
uencers are more relatable than traditional
celebrities and often are even viewed as more
credible than friends. In fact, 70% of teens trust
infl uencers more than celebrities, while four
in 10 Millenials say their favorite infl uencer
understands them better than their friends.
In addition, 86% of women use social media
APRIL 2022
P.31
http://www.ClothingBrandAcademy.com
Impressions - April 2022

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