There's more to a fashion ecom marketing strategy than a content calendar
Can we clear something up? A marketing calendar is not a fashion ecom marketing strategy . Nope. Without the RIGHT content in it, it’s as useful as a chocolate teapot.
A proper, well-planned marketing strategy needs to make sense to your business.
And to do that, there’s a lot of deep work to do before you map out that marketing calendar for your ethical swimwear brand with memes of cute pugs [Your content needs to make sense, folks].
It’s not about jumping on world chocolate day when you’re a handmade lingerie label [unless that fits your brand, that is]
It’s not about sharing a pretty - but random - picture on your socials and and captioning it #mood just to post something. Anything!
It’s not about simply sharing content when inspiration strikes [though this gets easier once you know what your strategy is!]
It’s not about going all in on social and thinking that ‘email marketing is dead’ [email marketing has a FAR HIGHER conversion rate than socials and done right, will make you money!]
It’s not about sending an email to your list twice a year when you’re on sale.
It’s not about not wanting to ‘bother people’ by emailing them regularly.
It’s not about uploading a product to your online store and waiting for people to find it. It really isn’t.
It’s not about trying random tactics because an ecom marketing person you follow told you to do it [me included].
And it’s not about beating the algorithm!
'So what the hell is it, Joanna?’
Glad you asked.
A marketing strategy starts with a deep conversation with yourself about this business you’ve built and what you want it do in the world.
It’s about getting to the guts of why you started your business and why people should care about what you make and do.
It’s about digging into your data and getting familiar with it so you can understand where you should be investing your precious time [and what not to bother with].
It’s about setting very specific goals and plotting out how the hell you’re going to achieve them.
It’s about building a community, not a customer base.
It’s about telling good stories and starting conversations that the good souls in your community want to get involved in.
And it’s about knowing how to inspire your people to join you on your owned platforms - aka your website and email list - and what do with them once they get there.
📆 And after all that… time to start planning out your marketing calendar.
Is your marketing strategy working for you or are you ready to rip apart your strategy and start again?
⚡️PS. I’ve opened the waitlist for my Good Fashionhood group coaching program which shows you how do to better marketing for your fashion brand [without doing more marketing] to increase sales. We’ll work together on strengthening your marketing foundation and focus on building your marketing eco system including your email marketing, optimising your website for conversions and building community through your socials. Add your name to the list to hear when spots open up.