What are some key things to keep up the momentum post-launch? My name is Thea Perez and I’m the founder and creative director of Polychrome, an online marketplace for original print, pattern, artwork, and trend for the fashion industry.
Continue Engaging in Social Media Post-Launch
Keep up the hard work. Your goal is to grow your audience—which is potential customers—exponentially, so don’t give up on this. It will take time and you must be patient and consistent. It is okay if you don’t maintain the same level of contact on social media, but you have to stay consistent. Find a consistent rhythm that makes sense for you and your business. You need to make sure that you’re still focusing on what your business is doing. After a few months of hard campaigning, the hope is that you’ll have a better idea of what works and be able to curb the low return areas.
Create a Calendar to Help Manage Your Social Media Activity
Create a calendar to stay on task with blogging and social media updates. Keeping up with social media campaigns can be very overwhelming, so just try to be realistic. It’s better to commit to writing a blog post once a month and stay consistent for your consumers than it is to be erratic. Stagger your tasks so that you’re not trying to update all the platforms on the same day or at the same time. You want to increase your chances of reaching as many people as possible, and also you want to be able to analyze what’s working better if they’re separated.
Tailor Your Content to Specific Media
I have T.T. as a free resource, which can link your social media accounts so that a single post can appear many times on various platforms. This saves you time and effort, but be careful. You don’t always want to have the same exact information and content on all those platforms. Do your homework and make sure to tailor the content to the demographic that you’re trying to reach on that particular platform. Viewers will be irritated if they see the same exact information from you every time they log on to social media.
Engage with Others and Their Social Media Endeavors
Don’t forget to engage with others in their social media endeavors too. Don’t just like or comment on their posts; make sure to say something meaningful and that will encourage them to leave feedback for you. If they say something is meaningful or helpful to you, leave them genuine feedback, and don’t forget to say “thank you.”
Post Meaningful Content on Your Blog
Post worthwhile content on a blog attached to your site so that all roads lead back there. Promote the blog post as appropriate on social media and create campaigns that go directly to email. Wix and Constant Contact offer options for this service. Create a list of future blog posts in case you’re short on ideas or time in the future. Harness the power of future bloggers. Facebook has a lot of support groups for bloggers where you can go for advice. You can also use them to collaborate with other bloggers who are doing work related to yours, and you can guest blog on each other’s pages, which promotes each other’s blogs. You can also promote each other’s work on each other’s pages. You’ll be tapping into their list of contacts and they will be getting the same benefit from you. It’s a win-win.
Related:Blogging Better: 4 Content Ideas to Spice Up your Small-Biz Blog
Always Be Genuine and Seek Out Engagement
Be genuine. Your blog is an extension of your business, but it should be leveraged as a more personal way to engage viewers and potential customers. Invite feedback and give them a reason to engage. Feedback can provide fodder for future blog posts. Again, always remember to say thank you.
Use Google Analytics
Get Google Analytics because this will help you see what is working and what is not. What time of day is best to blog or post? What platform is best? What is the demographic of the people most engaged with your marketing efforts? Google Analytics can help you with all this. It can help you tweak your marketing efforts. You might learn that the best time to post is in the afternoon. You might be surprised to find that your most engaged viewers aren’t actually the demographic you thought you needed.
Continue to Network
Old-fashioned networking is also very important here. MeetUps and free lectures or seminars, volunteering to speak at an event or a roundtable—these will garner you really important contacts that will help spread the word. Since you’ve already cast a wide net during your launch, it’s now time to try to go deep and find more valuable contacts. Try to cultivate engagement with influencers in your field, potential customers, and the like.
Continue to Build Your Email List
Continue building your email list. It’s vital to your growth, so maintain it and make sure to weed out email addresses that bounce or really aren’t pertinent. Make sure you’re doing your best to grow your list. There are tons of blog posts out there about creating ways to grow your email list. Run campaigns to build this list. Have clear areas on your site for customers to add themselves to your subscribers, and give them reasons why. Promote signing up for your newsletters with giveaways and other promotions. Later, when you’ve had enough time to analyze the data and the people that you’re reaching from whom you’re getting the best response, you can use that information to get more contacts that will have the most impact for you.
Here are some valuable takeaways. Social media can be a powerful tool, but it’s also really overwhelming sometimes. It’s important to have a plan and pace yourself so you don’t feel like it’s a time suck. Again, take advantage of your community and your network because they can offer advice and tips. It’s very important to post consistently. Connect with people and be genuine. Follow up with others and create a dialogue that’s meaningful for you.
About Thea Perez
After graduating from the Rhode Island School of Design with a BFA in Apparel Design, Thea climbed the ranks at several companies working as a designer with an emphasis on sweater design, knit garments, and surface embellishment. Her early career allowed her to travel the world from the Paris to Hong Kong and gain wealth of insight to the inner workings of the apparel business as well as further developing her design skills. In addition to her career in the fashion industry, Thea has also taught Design and Drawing in the Apparel department for the undergraduate program at RISD.
Since then, Thea has served a variety of clients in the fashion industry while at the helm of her own company, Thea Perez Design. Services include: developing initial concepts and color palettes, designing product for established lines, or designing and developing an entire line from concept to sample stage. Clients have come to rely on her highly developed sense of color and trend analysis, and she has earned a reputation as a great resource for trend-right design.
Most recently, Thea has launched a new venture, POLYCHROME, which is an online marketplace for original print patterns and trend direction for the fashion industry. POLYCHROME represents the work of many diverse and talented artists all of whom work as a collaborative. In her role as Creative Director, Thea guides the team to create prints in line with upcoming trends for the fashion industry.