fueling the fire

Previous Sememsters

Inspire.  Connect.  Achieve.

How else can we energize our social media audience?  With the helpful (and much needed) reminder that a strong social media presence is not built over night, Pam Moore gives us 50 tips on investing in our audience, our content, and our relationships.  I love the idea of providing “healthy tips”.  With National Breast Cancer Awareness Month right around the corner in October, this is the perfect opportunity to relay information about self examination, mammograms, and statistics on breast cancer in general, through curating and linking.  This is also an opportunity to share relatable stories.  Many of my customers are breast cancer survivors.  Reaching out to them to share stories or act as guest bloggers would increase awareness to such a large issue.

Often there is so much information to present, that it is difficult to keep posts to the highest level of effectiveness (which is not always the most posts).  Keeping content to what I know, industry resources, and topics people care about is key to keeping the attention of my readers.  Best of Intima magazine is a go to source for me, keeping my readers up to date on trends, styles, and movement with in the lingerie industry.  I have an overwhelming amount of customers looking for items that are American made.  Using their website and social media accounts to share information about production, brand buy outs, and fabrication is now the industry standard.  It is also a bonus to me, because I can share that information with my customers in one click.

If my content is the fire, and social media is the gasoline, then what can I do to add fuel to the fire?  I like the idea of social media being the starting line, not the end game.  Really, the opportunity to connect with customers, and potential customers is endless if I tap into the best social media outlets for my business.  But what is my gasoline?

Here are some questions I would appreciate feedback on:

If I am primarily using social media (Facebook, Instagram, and Twitter) to show my customers pictures of new products, store happenings, and up coming events, how can I add “fuel” to those already burning fires?

How can I further market my marketing efforts?

If the Social Media Landscape/Conversation Prism shows that social media is not a fad, yet recently removed DIY + Custom Social Networks, does that mean Pinterest is already on the way out?


8 thoughts on “fueling the fire

  1. Hi Lesley,

    Since you sell tangible products along with your expert insights in the lingerie world, you have a lot of content to play with. I LOVE the idea of taking advantage of Breast Cancer Awareness Month. Honestly, if I were you, I would start planning my social strategy for the entire month of October right now. By increasing awareness amongst your fans of the importance of knowing your family history of breast cancer, getting mammographies and performing self breast exams, you’re providing potentially lifesaving advice. Further, since your shop is called the Pink Petticoat, it’s perfect to tie in with the color of the month.

    If you’re looking to create promotions to fuel the fire, you can offer a free bra fitting, a $5 off coupon if they “like” your Facebook page, or feature a “This Just In” product once a week. You may already do this, but you can also promote bridal/honeymoon registries and fun events.

    I think you know your unique brand image and your target audience well, which is a huge start! You have the advantage of having a fun product to market… what girl wouldn’t want cute undies?

    1. Thanks! I currently host in-store lingerie parties and bridal showers, and am working on increasing my cross promotion with bridal salons (one just opened across the street) and photographers. I love the idea of free bra fittings as well as your “This Just In” idea. Honestly, anything that sets The Pink Petticoat apart from big box retailers is something that I want to pursue. As a small business, I feel like that niche is customer service and real, honest, human interaction with my customers. Social media seems to be the best avenue for that attention to detail.

  2. Lesley,

    In less than three years Pinterest has proven to be a social media superpower.
    You’re already doing a good job marketing The Pink Petticoat by linking your Twitter and Pinterest to your Facebook Fan Page, and by focusing on visual based social media platforms including Instagram.

    According to RJ Metrics, more than 80% of pins are repins. If you want to stand out, you can create your own, exclusive visual content for others to repin. Visual content can include a behind the scenes video of you at an industry conference, or funny outtakes of your staff interacting with you or your clients at your office. You can also create your own Infographics, or create a Pink Petticoat template or app to. You can promote the template or app in a Pin and link to where they can sign-up or go to get it on the Pink Petticoat website.

    According to Pinerly, tutorial pins see a 42% higher click-through rate than the average pin. You can use teaser pins to intrigue people and get them to click through at a very high rate. A teaser pin includes text on top of an image and states what you will learn after you click. For example, “The Best Lingerie color and styles for your body type”. For best results, include your call to action.

    You should also incorporate lingerie industry trending topics into board titles or as keywords within captions for a higher click through rate.

    1. Thanks, Jason. I appreciate the advice on Pinterest. I am still (slowly) trying to figure out what The Pink Petticoat’s full potential can be on Pinterest. I agree that posting original content is key. I hope to use what we learn in the class to really expand The Pink Petticoat’s presence on Pinterest, as well as all social media platforms.

  3. Your primary audience is women and you are doing a good job of posting pictures regularly. I think if you continue to do this and maybe look more into Pinterest you can really maximize your potential. Think about it…Pinterest already has the audience you want…women who are in household that can afford the quality lingerie you provide. I know I have bought dresses from a few stores in Arizona because I found them on Pinterest! I don’t think Pinterest is going away anytime soon so you’re safe if you continue to explore this medium.

    1. I agree, I could definitely be using Pinterest to drive customers into the store. I also like the idea of having other boards to create a brand – decor that reflects the decor of the store, date night recipes, ideas for romantic nights in. I think this all ties into the “lifestyle” brand of a lingerie store.

  4. Hi Lesley,

    Regarding the Conversation Prism, they didn’t get rid of the DIY topic as much as they changed where it fits, so Pinterest is now in the social curation section, which is probably a better fit anyway. I agree that Pinterest can help you grow the brand through lifestyle use, and by creating different boards, including ones for bachelorettes or date nights it will be a great way to grow your brand and your presence and influence online. I will agree with everyone and say that it looks like you have been doing a fabulous job already.

    1. Thank you for the feedback, Amanda. I’ve been working on separating out my Pinterest boards (today, actually!) so that they are each more focused areas of different parts of The Pink Petticoat brand. I wish that I had zoned in on Pinterest sooner: after checking out some comparable types of Pinterest accounts, it looks like I have a lot of catching up to do!

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