A social media strategy is important for any business. Not only does social media contribute to search engine optimization (SEO), it’s also just important to be where your customers are. So with more than a million active social media users, that place is on social media platforms. For a business that is based off of its brand, a social media campaign is especially important. For example, a business in the fashion industry can benefit tremendously from a social media presence. This case study is about a fashion company who has seen their social media pages’ skyrocket with our help.
Case Study: Fashion Industry Company
This case study company had goals to use social media to gain more exposure, grow their pages, and get more customers online by expanding their brand’s presence. This particular fashion company focuses more on B2B and sells their merchandise to other companies who reach the consumer. It is still important to have a consumer following because if there is a demand for your particular fashion piece, the B2C’s will have to buy from your company. In the fashion industry, a successful Facebook page has over 10,000 likes. With this amount of likes, fashion companies like the one this case study is based on, can sell their merchandise with more ease to B2Cs because they can prove a large brand presence and more importantly a large demand for their trendy products. With the help of Digital Resource, this company is on track to reach their goals and in a shorter amount of time than they expected. They’ve already been able to benefit greatly from the work of Digital Resource, and there is still more to come!
When this company began, their Facebook page had around 1,300 likes. As was already mentioned, for a fashion company looking to compete in that industry, a page with less than 10,000 likes will not get the attention from B2C’s nor will it be considered “trendy” without a large following. But with the help of Digital Resource, it has been 8 months and their page has seen a tremendous amount of growth. The page currently has approximately 8,200 likes and growing. After researching the best keywords for this fashion company, we created social media posts that contained those words and therefore helping boost their SEO for those words. A combination of posting daily, being responsive, and Facebook ads all contributed to the rate at which their page was growing. With more likes, comes more engagement. This company has been receiving ten times the engagement that they have in the past and are even gaining new customers from their page, which is helping to grow their B2C sector as well!
Digital Resource researched the superior targeting options through learning about and studying the past consumers of this fashion company’s product. Their demographic focuses on women, who have a history of purchasing fashion products like the ones they sell. Using Facebook ad’s advanced targeting options, we were able to reach their ideal customer. By having this focused audience on their page, Digital Resource tailored the posts to fit what this consumer wanted to see, in addition to continually optimizing the posts based on the activity and engagement each post received. This company has been able to not just receive likes, but receive likes from those people who are most likely to purchase their products. Without the combination of Facebook ads and being active on social media, this company would not have seen the growth they have experienced so quickly.
Right behind food, fashion is the second most popular category to post about on Instagram. That means it was crucial for this case study client to begin to optimize their Instagram strategy. By using branded images and researching the best and most appropriate hashtags, we were able to gain more than 200 followers and have dramatically increased engagement. Before Digital Resource, their Instagram was receiving an average of about 10-15 likes. With our engaging posts, focused hashtags and Instagram outreach, we were able to get their posts to receive an average of 30-50+ likes.
By creating custom images, this client’s Instagram account is uniformed and trendy. Custom images are created based off of what season is it, and what is most in style at the time from their different collections. By showcasing their products in a series of similar, custom images we have been able to maintain their brand image and make them more recognizable. We create these images with our target audience in mind, thinking of what would appeal most to those consumers. Because of this, their followers are coming from their ideal audience and are engaging on their posts. We also post daily on Instagram, which allows their brand to constantly be in front of their followers while also reaching new followers. As we grew their Instagram page, other accounts began tagging them in their own posts. This helped increase brand awareness since now followers of those other accounts were being introduced to this brand.
We also created a specific hashtag to better their branding image. This hashtag was unique to their brand and now other users on Instagram are using the hashtag to show off their merchandise from this client. When we see the hashtag being used, we interact with that post making a connection with a fan of their brand. After creating a branded hashtag, we explored some of the other popular options that would be relevant and help grow their page. We have found success with ones such as #OOTD (Outfit Of The Day), #Style, and #Look. By using these relevant hashtags, we were able to increase engagement by more than 5 times.
Pinterest is a platform designed to save ideas and get inspiration. The most active pinners are women, making up 85% of total Pinterest users. With this company targeting women, it was crucial to begin to grow a presence on Pinterest. By using branded images and creating organized, custom boards we were able to grow the page to 1,600 followers. This client has several brands under an umbrella because of that, Digital Resource created boards accordingly. Each brand has a dedicated board with it’s own custom images that reflect the uniqueness of each collection. To create more Pinterest-inspiring posts, we paired their merchandise with partner merchandise to create an entire fashionable outfit. This gives the consumer more inspiration to create a stylish outfit and all the more reason to pin the post. By uploading our own pins, we were able to link back to the client’s website which helps boost SEO through link building. Last but not least, we focused on writing keyword descriptions with relevant hashtags to better the chances of their brand appearing in search results.
Other Social Media Platforms Results
Twitter, Google+, and LinkedIn all play a critical role in this client’s success as well. Being available on all social media platforms enabled this client to reach a broader audience. LinkedIn, the more professional social network, was an extremely important part of their B2B campaign. In order to show the businesses that have bought their products what a large brand they had, we optimized our posts to show the success and demand of the brand. We did this by making the right connections and posting business-related posts that would intrigue our LinkedIn audience. While Twitter also received a daily post, live-tweeting was incorporated into the strategy to show their audience when they were attending fashion events and shows. Also by using trending hashtags, we were able to join the conversation and increase the reach of our tweets. We helped this client utilize their Google+ page by creating posts that contained the right keywords, which helped their SEO.
Working with Digital Resource on your social media strategy is a great way to increase your online presence! This client is just one of the many that we have helped get the results they want from their social media pages. To begin to grow your social media presence, contact our social media marketing company online or call us at 561-429-2585. We love helping businesses grow through the internet and achieve the online success they are looking for!
Jenna graduated with a marketing degree from the University of Alabama and has a tremendous amount of knowledge and marketing experience from her schooling and internship programs. Having handled many clients on numerous occasions, she is customer service oriented and provides assistance in a professional and friendly manner.