How to Bring in Clients Using Social Media

Fashion PR techniques of how to attract consumers

 

• Video Marketing

 

In a recent survey conducted by Wyzowl, 69% of people said they’d prefer to watch a short video on products or services if they want to learn about it. Video has a higher conversion rate compared to traditional forms of media such as text-based articles and can quickly build relationships with audiences. When it comes to sharing videos, the most popular channels are Facebook, YouTube and Instagram.

 

• influencer marketing

 

Currently, the trust of consumers in marketers is diminishing and there is a strong distaste for purely sales content. However, one trusts people with a certain level of influence and will see them like themselves. Therefore, using popular opinion leaders in a particular industry to collaborate on ads or specific content generates better quality traffic and results.

 

For instance, GUCCI is promoting its new values to young people through social media. Last July GUCCI launched a campaign called #24HourAce on its Instagram account, inviting 24 artists to play creative shows on its own social media, and the 24 artists included hipsters and internet celebrities. The campaign was a hit on social media and attracted a lot of young people, and the pieces these artists produced for GUCCI were much loved.

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• Cooperation

 

A luxury brand doesn’t necessarily have to partner with brands similar to them, and while this strategy has a better chance of success, they can also partner with a completely different industry to reach a different audience. Many brands have ditched the exclusivity inherent in luxury in order to give their consumers a more interactive experience, partnering with platforms like Twitch and helping to connect with younger groups. A good example here is Burberry, a luxury brand that partnered with the world's #1 leading gaming live-streaming platform to allow viewers to interact in chat rooms to discuss their latest collections, enticing Gucci and Prada to follow, hosting virtual Fashion show, encouraging audience participation.

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• News jacking

 

News jacking is a PR strategy that can increase brand exposure and get media attention. Its usefulness is to combine the brand's current events and situations, with news and trending topics to increase people's attention to the brand and product. Companies can reach larger audiences through relevant blog content and social media posts. But newsjacking has to be accurate in the right way, or he can backfire on the brand.

 

• Lauching a campaign

 

Many luxury brands will design their own unique campaigns and post them on social media to attract fans, and these campaigns are generally intended to attract the attention of different groups, especially when it comes to the topic of women and race. For example, CHANEL published on instagram 2 days ago that the brand is proud to support BLACK AMBITION, a non-profit initiative led by Pharrell Williams working to level the playing field and foster the creativity, determination, and resilience of underrepresented Black and Latinx entrepreneurs.

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• Show users the people behind the brand

 

When doing product promotion and branding, we often overlook the infectious power of workers/employees. Social media management platform Sprout Social found that 70% of consumers feel more connected to brands with CEOs who are active on social. Additionally, it’s crucial that employees build their personal brand, demonstrate their expertise and engage with users. When people use a product and trust a brand, they are equally interested in the group of people who stand behind the product. Therefore, when doing marketing content and campaigns, having employees and leaders appear in front of the consumers will also bring good publicity.