The Secret to Successful Social Media Marketing

The Secret to Successful Social Media Marketing - Social Stylate

During a time where millions of people are using social media to create a following or build their brand, the use of social media marketing is growing at a rapid rate. There are many moving parts that go into creating content for a client. Here is a small glimpse of what goes into a successful social media marketing campaign.

Identify your client. It’s important to discover what sets your client apart from everyone else and have an understanding of their wants and desires. A retail client’s goals could be to share information about products, gain new followers, drive sales, increase audience engagement, and maintain a relationship with their current audience. Once goals are established, it will be easier to brainstorm ideas for posts.

Maintain a connection between audience and brand. Have you ever followed a friend who only posted selfies or pictures of their pets? It’s lovely to see your friend’s beautiful face and you adore their fluffy fur babies, but that gets to be repetitive and stale. Variety is a necessity in order to maintain a fresh and appealing timeline of content. Something important to note that co-founder of Social Stylate, Lauren Golt says, “Everyday brands are competing for people’s attention and they’re being overstimulated and inundated with other accounts and brands. You want to offer something original and unique to you.” Having a balance of photos, diffusion posts, community posts, graphics, videos, and reposts ensure the entire audience is engaged.

Do your research. Understanding the market is a very important step when mapping out any successful social media marketing campaign. Make sure that you’re giving proper credit, paying for images, and using content in a legal way while not misusing hashtags or reusing any ideas. Use resources such as magazines, marketing blogs, and marketing publications to stay up to date with what’s working best and what’s trending on each social media platform. Knowing what your client’s audience responds well to will help guide you when cultivating a plan.

Utilize your inner perfectionist. When creating a caption or email blast, make sure to hit every point quickly and succinctly. Attention to detail is important to avoid typos. Even if you have a prescheduled post, make sure to double check it once it goes up. It is also important to utilize hashtags because they allow other people who aren’t following your page to find your content. In an article published by Sprout Social, titled How to Use Hashtags on Every Social Media Network, found that “posts with at least one hashtag have 12.6% more engagement than those without.” Hashtags are a great way to boost the activity on your post, increase engagement, and gain more exposure to new audiences.

For a greater understanding of your client’s mission, discover what makes them passionate about their business. Lauren says, “I like working with clients and meeting with clients to get these natural, organic moments when it’s just them doing what they love or products in their natural environment.” Using your client’s drive and motivation combined with the previously mentioned tools will create a successful platform for planning your social media marketing strategy.

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Marketing Tip Tuesday

Today, email blasts are still fundamental marketing mediums because email itself is integral in the daily lives of every person on the web. Since our last post on the subject, new innovations have emerged such as personalization and segmentation. Personalization identifies customer’s browsing or shopping history in an attempt to increase their engagement with the brand. Segmentation is when you use that information to create different campaigns for personalized subgroups. Examples of sub-groups are “Recent Shoppers”, “Customers Who Haven’t Shopped in Over 90 Days”, “Big Spenders” and “Bargain Focused Shoppers”. By identifying your customers’ main motivation as it relates to your business, you can personalize and segment accordingly to drive engagement.

In addition to these email marketing innovations, we’ve also listed other keys factors to remember:

– The timing and frequency of email marketing campaigns. The highest engagement is between 8-10am and then picks up again after 4pm. The frequency can be determined based on trial and error while analyzing the open rates. Also, asking for feedback is encouraged.

– Keep mobile devices in mind. Out of the 2 billion email campaigns that are sent out, about 800 million of them are opened on mobile devices, according to a recent study by Kissmetrics.

– Open rates increase with creative subject lines that have a single headline or message with 50 characters or less.

Below are some examples of brands, that we think today, achieve compelling and well timed email blasts.

Violet Grey
Frequency: A few per week.
Strengths: Violet Grey does an amazing job. Not only is their photography stunning but they offer tips and feature interest content. It’s different and sets them apart from other retailers. For instance, they usually do a cover story with one movie star a quarter. Like this one with Liv Tyler.
Example subject line: One-Minute Makeovers

violet grey email blast

Shopbop
Frequency: Daily.
Strengths: Everyday, we’re curious about Shopbop’s email blast. Each one is stylish, on trend and easy on the eyes. It’s also nice that not every one is long. Some are short and sweet. Like the one below.
Example subject line: Tomboy essentials for under $200

shopbop email blast

Rent The Runway
Frequency: A few times a week.
Strengths: We like that the email below is personal (with Lauren’s name in the subject line.) It offers a deal and explains the process of Rent The Runway.
Example subject line: Lauren: $25 Off Just for You

rent the runway email blast

The Honest Company
Frequency: Periodically.
Strengths: The brand utilizes creative and clean layouts to showcase it’s products. In the below example, the customer receives an informative email about their next monthly shipment. It’s personal and provides details of what to expect and when plus suggests new items to try.
Example subject line: Mix & Match Products for Next Month!

The Honest Company Email Blast

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