Subscribe
Share
Share
Embed
A podcast built for founders and aspiring founders in the fashion industry.
In this podcast we will be sharing industry insights, talking with fashion business owners and experts and debunking industry myths and problems!
Hello and welcome back to the Fashion Founder Podcast. If this is your first time listening, I'm Charlotte and I help founders to start and scale their fashion based businesses. You're listening to episode 55 today and I'm going be talking about an Instagram strategy that actually sells. Before I dive into today's episode, this is part of a mini series that I'm running at the moment in line with my group programme. This is the Selling Out series and I'm going to be releasing 12 episodes that covers the 12 topics that we are going to be covering inside the group programme.
Charlotte:This is the exact framework that we're going to be using. If you would like more information, if you'd like to apply, we go live on the July 6 and doors close on the of July. And there are still some spaces. So if you're interested, head to the first link in the show notes. You can learn all about it, the syllabus, everything that you need to know.
Charlotte:And then you can also apply there as well. If you have any questions, please drop me a DM or email or any other channel that you can find me on. Please just drop me a message, and I'm happy to talk through any questions that you might have. So today, I'm gonna be talking through having an Instagram strategy that actually sells. For many folks, Instagram can be your biggest sales tool or it can be your biggest time drain.
Charlotte:And I was speaking to my founders inside our community yesterday about this because if you spend three, four hours trying to create a piece of content that actually maybe doesn't land, doesn't reach the people you want it to, and it doesn't convert, that was four hours of your life and your business that you're not going to get back, that was actually probably not the best time spent. So today I'm going to talk about how you can make it the best sales tool rather than the biggest time drain without being on your phone 20 and having all of these tabs open. You've got CapCut, Canva, everything going on all at once. So I talk to founders every single day, every single week, who feel like they're posting on Instagram maybe five times a week and they're still not seeing sales. And often the reason why they're not seeing sales is usually the same thing.
Charlotte:It's always the consistent problem across the board. And it's usually because you're creating content that actually just isn't landing. It's actually not serving a purpose. You're just creating content for the sake of creating. Now, who resonates with waking up and thinking, right, I need to post on my page today, but I don't know what I'm talking about.
Charlotte:I don't know what imagery, what videography I need to post with it, what I need to put in the caption. And there's all of these different moving parts. And actually you end up just throwing something together, hoping for the best. And then obviously in turn, it doesn't land and nothing comes of it. There's a big difference between having an actual presence on Instagram and having a strategy on Instagram.
Charlotte:And I think so many founders, like I say, they post for the sake of posting just to show up for their followers, but they don't actually have a strategy or a system or a framework that they're following week in, week out that is hitting their goals and objectives. The question I always ask a founder when I see them posting content that is potentially not actually doing what it needs to do is what is each piece of content actually supposed to do? Because if you can't answer that, then you're just creating noise and you're just creating content because you feel like you should rather than having an objective and an outcome. We look at Instagram as your top of funnel. So this is where people discover you, they find out about you, they come across your page.
Charlotte:So that means that a good 60 to 80% of your content should be centered around getting new eyes, new visibility, and new people towards brand and onto your page. Now the rest of your content, we want this to build trust. We want people to feel like they are comfortable with parting with their money. And then obviously off the back of that, we want to convert them. So this means that the content you're creating needs to be strategic.
Charlotte:We need to create content that creates visibility, content that creates trust and nurtures our audience, and then finally, that converts them. It's not just about posting content for the sake of it. And then add on top of that, Reels, Carousel, Stories, they all have a completely different job. And when you understand what each tool inside your Instagram strategy is doing for your brand, then you know exactly what you're doing and posting and creating week in week out. So when you post on Instagram this coming week, I want you to think about what the goal and objective actually is for that piece of content that you're putting out there.
Charlotte:Ask yourself, is this creating visibility for my brand or is this nurturing my audience? Am I getting them to trust me, to like me, to get to know me a little bit more? Or finally, is this serving as a conversion based piece content? Is this actually getting people onto my website and putting something into their basket and checking out? If the answer is no to any of those questions, then scrap it and go again.
Charlotte:Your Instagram strategy should work for you. If it feels like you're constantly on this hamster wheel creating content and getting nowhere, then your strategy needs fixing. And this is exactly what we're gonna be working on inside Scalar. We're gonna be creating a personalised Instagram strategy for you to use inside your business and not just for four weeks, but indefinitely. So that you know week in, week out, month in, month out exactly what content you're creating, why you're creating it, what the purpose is and seeing results off the back of that.
Charlotte:And to also add to that, this is not about creating volume because most founders are stretched already. Right? You're wearing about 20 different hats. You're a product developer. You're a designer.
Charlotte:You're a marketing. You're a fulfillment. You're all of these different roles. And actually, you do not have time to act like a full marketing team creating hundreds of pieces of content. And so we want to create a strategy that's sustainable and something that you can maintain week in, week out.
Charlotte:That's it for today's episode. If you've resonated with what we've discussed and you want to be in on this, then Scale Up is definitely for you. We're gonna be covering all of these topics within a group of founders who get it, who are in the same season of business as you are. And if you want consistent visibility, consistent sales, and you want to do that without spending all of these hours on your phone, spending thousands on ads and influencer marketing and all of these other things that you feel like you're supposed to do, then you need to jump on this. We're gonna be getting started on the July 6 and doors close, so you can no longer apply after the July 1.
Charlotte:You can apply now at thefashionfounder.co.uk/scaleup. All of the information is in the show notes, but otherwise, I will catch you in next week's episode.