As a lingerie store owner, you have many jobs – and one of those is marketing.
Marketing is about communicating your business and products to your audience, connecting with the audience through those communication efforts, and consequently, driving sales.
However, to understand how marketing works and how to efficiently market your lingerie business, you must understand marketing terms. Let’s go over the marketing and digital marketing terms all lingerie store owners need to know.
Return on Investment (ROI)
The Return on Investment (ROI) signifies the efficiency of your marketing efforts. Let’s say you’re hosting “Ladies’ Night” at your store once a month to increase sales. Perhaps you buy refreshments and promote the Ladies’ Night on your website and social media. If you’re not selling enough product at Ladies’ Night to cover your marketing efforts and costs, Ladies’ Night isn’t giving you a good ROI.
Analytics are a marketer’s best friend because analytics measure the success of marketing content. And, analytics span across marketing platforms, including social media, websites, email efforts, etc.
Content is described as photos, videos, messaging, etc. to help marketers connect with their audiences. It’s important to note that content is not the same as copy. Copy would be the copywriting on your website pages or on a flyer. Content is the relevant and valuable information you push through marketing efforts to attract a loyal customer base.
The click-through-rate (CTR) is the percentage of people that click on a specific hyperlink in an email, on a webpage, etc. The CTR is important because it can help you understand how effective your messaging is. Let’s say you’re sending out emails, and people are reading them, but not clicking on links within them. You may need to reevaluate your email marketing messaging and strategy.
A/B testing involves testing two different versions of marketing messaging against each other to see which performs better. This technique is important because small variations can alter the result of your marketing efforts. For instance, simply changing a few words in an email could increase or decrease the email’s click-through-rate (CTR).
Search Engine Optimization (SEO)
Search engine optimization (SEO) means optimizing your website content to rank on the first pages of a user’s Internet search. SEO includes inserting keywords and backlinks into content and creating valuable, useful content. So, when someone types “Nashville lingerie stores” into Google, Google will populate webpages that match that description, hopefully including yours if those are keywords you use.
Organic search refers to when users are directed to your website from a search engine. Instead of social media or other links directing traffic to your website, it’s the search. And, organic searches are the result of good SEO. Let’s go back to the example above. An organic search would be when someone types “Nashville lingerie stores” into a Google search, comes across your website and clicks into your website.
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An algorithm is the formula, or set of rules, technology follows to provide results. Most algorithms like popular, relevant content, but no algorithm is the same. Social media platforms, like Instagram or Facebook, and search engines, such as Google, have their own specific algorithms to decide which content is shown in feeds or searches. Staying up to date on the algorithms for the platforms you use can help your content continue to be found.
Social Media Marketing
Social media marketing involves using social media platforms – like Facebook, Instagram, YouTube, Snapchat, Google+, etc. – to market your business. Many social media platforms now include additional marketing features, like stories or paid promotions. The goal of social media marketing is to attract an audience and turn that audience into customers.
Email marketing involves sending a series of emails to a user in hopes that the user eventually buys your product. There are various email marketing platforms, such as MailChimp, to help with your email marketing efforts. Let’s say you’re promoting a new sale via an email marketing campaign. You may have several emails setup – the sale announcement with a link to a coupon, a follow up and a reminder to use the coupon. If you use an email marketing service, you will likely know when the user downloaded the coupon. So, your next email to that user would be reminder to use the coupon. Remember, the end goal of email marketing to close a sale, or in this case, get the user to use the coupon.
As technology evolves, marketing does too. You have constant access to your audience right at your fingertips. And, you can analyze your content and audience just as easily. But, the first step as a lingerie store owner is to understand how all marketing elements work together to advance your lingerie business. From there, you’ll be turning loyal fans into paying customers in no time.