As a business owner in the fashion/beauty industry, you have great potential to attract tons of attention to your social media platforms with all of the visual energy you can provide. In fact, you probably have already organically developed a great following on your own, but since then your followers have slowed down and you aren’t getting as much engagement as you had been once before. Well… we’ve had quite a bit of experience helping some of our fashion and beauty clients build they’re social media and we have some tips for you.
1. Give your followers something to look forward to. Develop a social media schedule/ regimen for each day of the week. Letting your followers know that on Mondays they can expect to see manicures, for example, sets that expectation and gives them something to look forward to. Not only that, but it makes it easier for you to create a content calendar and be post more consistently. Check out our Content Calendar Series for tips!
To create a weekly schedule think about what topics are trending in your industry. Think about things your followers or clients may have been asking for or things you think they may be interested in seeing. Your clients are the core of your business, you need to make sure that you are providing content that they want to see. Once you have a solid list together, you need to categorize the topics into postable content. For example, if you are a nail salon who gets a lot of requests for new and trending nail colors, you may want to make “Metallic Monday” a thing where you post pictures of new metallic colors and designs that are popular.
VALUE: By giving your followers content to look forward to, you give them a reason to keep coming back to your page. By posting consistently, you stay at the top of your followers’ minds.
2. Capitalize on your visual potential. Social media marketing is ruled by imagery at this point in time. As a business in the fashion/beauty industry, you are surrounded with glamorous visuals to share. Content is basically sitting on your lap. In order to be noticed in such a visual environment, creating strong high quality content is key.
Invest in a high quality camera and capture the images yourself. Most consumers check out a business online before going there. This is especially true when it comes to fashion and beauty. If a woman is looking for a new nail salon or hair stylist, they most likely will be interested in looking at the quality of work before booking an appointment. It will be well worth the time and effort to create a virtual portfolio of your work to show potential clients. This will benefit you across all of the platforms, especially Pinterest. Only 20% of content on Pinterest is new; everything else consists of repinned images.
VALUE: By creating high quality images that are visually appealing, you have the opportunity to tap into the Pinterest market and get your work noticed!
3. Give customers what they want. When you decide to establish a presence on social media, you are breaking the fourth wall opening the door to be social with your target market. As a result, you are expected to be just that, social, and engage with your audience. This means that when followers comment on your picture, you are expected to acknowledge the comment. Once you have a larger following, it will obviously be difficult to respond to everyone in your comments individually; however, when a follower asks a direct question regarding your services and/or products, it is important to respond. Not responding sheds a poor light on your business ethics and is bad for business.
To assist in helping customers better understand your business practices, it may be a good idea to provide answers to commonly asked questions upfront. For example, if you are posting a picture of a complicated hairstyle, answering commonly asked questions in the caption of the photo will help followers get questions answered immediately. If there is a question that you didn’t answer that seems to be a popular question, it may be wise to create another post to delve into more detail regarding that question.
VALUE: By focusing on the needs of your customers, you establish yourself as an expert on the topic and gain an opportunity to earn your customers’ trust.
4. Give customers a closer look. It is important to maximize any opportunity for content. As a creative, you know firsthand that there are many facets to any given finished product. A finished makeup look, for example is much more than what it appears to be. There are many layers on a finished look that contribute to the overall concept. You can break up a finished product into a variety of photo opportunities for content that has the potential to last for several days. One photo could focus on the eyeshadow and lashes, another on the full eye look, another on the lips, another on the side profile, and another on the full face. That’s 5 variations on one photo: enough for a week if you really want to stretch it.
Value: By giving customers a closer look into the product or service you offer, you can show off your skill set and give them a full picture of the value that they can reap from choosing to do business with you.
5. Shout out colleagues. Last, but not least. Don’t be afraid to shout out colleagues whose work you admire. If someone is doing something you admire, let your followers know. Fellowship is very important in any industry. It is important to build each other up and learn from whomever you can. If you put your brains together, collaboration may even be possible. While healthy competition is important to growth, it is also important to acknowledge when you see a colleague making great moves in the business. It shows that you have good sportsmanship and nothing to hide!