Why Fashion Businesses Are Drowning in the Facebook QuickSand

By Dennis Lewis | Business

Feb 09

You’re posting regularly.
You’re running “like ads” to grow your audience.
You’re advertising your online store.

And it’s just not producing.

Sound familiar?

This is the Facebook quicksand trap that is slowly but surely drowning far too many fashion businesses.

But before I continue, I’d like to share a quick tip with you that could save your life.

You see, drowning in quicksand must be a truly awful way to go. While maybe not the most clear and pressing danger for many “city slickers,” you just never can be sure, can you?

So, file this away in your memory: The best course of action when you find yourself being swallowed by a hungry puddle of quicksand is to slowly raise your legs while leaning backwards. You’ll float right to the top!

With that now out of the way, I’d like to try and save your brand’s marketing budget as well.

You see, all too often I talk with fashion entrepreneurs who seem to be flaying away – desperately trying to do a bit of everything while pretty much going nowhere.

Don’t let this be you.

You see, Facebook is the most powerful advertising platform in the world. It offers unparalleled targeting options and can drive torrents of high quality traffic.

But it’s notoriously tricky.

And even worse – it is a terrible place to try and drive organic, free traffic!

Why? Because for brands, Facebook is decidedly NOT a social media network.

Nope. Those days are long gone.

Facebook is an advertising platform that sponsors a social network for individuals. Just like the good old days when Coca-cola sponsored Gilligan’s Island, today your brand’s messaging is sponsoring Uncle Ben’s ability to check in on his grandkid’s trip to Fort Lauderdale!

So, what should you be doing?

First and foremost, EVERY fashion startup should be dedicating four times more effort to Instagram than Facebook!

Instagram is where the engagement is.
Instagram is where the loyal followers are.
Instagram is where the sales are being made.

Data has proven that Instagram drives 58 more times engagement than Facebook! It is highly visual and people spend enormous amounts of time staring at their Instagram feeds every day.

If you’re interested, please check out my Powerhouse Instagram Marketing Service here.

Next, in order to avoid the Facebook quicksand you need to play a different game over there. A game that will be clear when you answer the following question:

What does Facebook love almost more than racking in your ad dollars?

The answer is: great content that genuinely appeals to highly targeted groups of users.

Facebook loves content that drives engagement. This is the key ingredient in their success. So much so, that they are willing to give away their most precious asset – user eyeballs – in exchange for awesome content.

So, my recommended formula for getting the most on Facebook is:

  1. Consistently invest a small amount ($5 – $10 a day, for example) on like ads to grow your facebook page following. Be super careful about how you target these ads!
  2. Make sure you are growing a Facebook retargeting audience of everyone who visits your website.
  3. Publish both original and curated content to your page everyday.
  4. Promote the content that gets engagement and ignore all the rest.
  5. Only run traditional ad campaigns to people on your retargeting audience.

Want to have a conversation about how this is all done?

Signup here for a couple of hours of 1-on-1 marketing assistance.

I’m looking forward to seeing your success!

Follow

About the Author

Dennis H. Lewis, CEO of Green Light Digital, is a serial entrepreneur who has lead successful startups in both the US and Europe. He has been featured on Good Morning America and the New York Times.

Leave a Comment:

Leave a Comment:

14 ESSENTIAL TRUTHS EVERYONE IN THE FASHION BUSINESS SHOULD KNOW.
x