You’ve created this incredible brand. Now, how do you get the word out about it?
While sophisticated tools, celebrity spokesmen and big flashy ad space sounds appealing, it may also be a bigger hit on the bank than most startups can take (although how great would it be to have Leonardo DiCaprio represent your brand?).
Until Leo comes around, there are a few other options to get yourself on the map!
Personify your brand
Before even starting to communicate with your customers, you’ll need to determine how your brand will be perceived.
Is your brand quirky, serious, reserved, or elegant? What tone of voice does your company embody?
The way you design your content and the voice in which you present yourself will give off different impressions. Find your company essence and stick with it throughout all your marketing.
Speak to your audience
Social media makes it easier than ever to connect with potential customers and other businesses. Be active in your posts and diversify your content. Social media is about engagement, not selling. Give value to your customers, show them reasons to engage with you.
For example, provide useful tips for customers (like how to categorize your closet, or how best to care for delicate clothes), create shareable content, engage in discussions with your best followers.
You promote yourself by putting yourself out there and having conversations! And you can indulge in a little bit of self-promotion here, for example by showing how to wear your brand’s fall items.
Build a community
The beauty of being a small business is, connecting with other small businesses.
Connecting with other businesses in the eco-fashion field could lead to an array of new possibilities. Apart from sharing customer bases, this can also lead to knowledge transfer and collaborations for the future.
But why stop there? Look into companies and organizations in related fields. For example, if you’re a zero-waste fashion brand, link up with plastic cleanup companies or NGOs! Here you get the chance to cross-promote and tap into other customer bases.
A blog is your view on the world and your customers’ portal to you. It’s a chance to show the insight you have
Make the most of your blog
If you haven’t done so already, it’s time to set up your blog.
A blog is your view on the world and your customers’ portal to you. It’s a chance to show the insight you have, show the people behind the brand, and communicate with your customers about what you’re doing.
One great example of this is Patagonia’s blog post on how they tried to switch off poly bags for their packaging.
This may sound like a giant PR task, but in fact it’s just connecting with the right people.
Take a look at local newspapers and blogs and magazines in the eco-fashion field. Many are looking for new content, and this could be your chance to reach new eyes.
Whether it be reviewing one of your products or talking about how your company could fill the gap to a current issue, reach out and see if anyone needs a new story.
Give out Promos and Giveaways
Let’s face it, everyone loves sales. And even better, giveaways.
Promotions are a great way to incentivize customers to buy your products. Holidays are great for this for gift giving, which could be a great time to offer promos. You can get creative and give promos for different possible gift items or specific useful items for certain days.
Giveaways are also a great way to grow your customer base. Do this on your social media accounts as a tag game for your customers to tag their friends as a chance to win a free prize.
Own your voice
As you grow your brand, you’ll find your audience and channels that work for you. Double down on it. Every brand has its own voice and way of telling its story. If influencers work for you, go all-in on them. If people love your blogs, get more of them out!
Keep testing, keep improving, and own your voice.