I want to provide you with 4 key pieces to content strategy for your fall marketing. These are all tips, advice, and information that I practice and preach with the clients that I work with, and know these elements can benefit your business as well. 

What is your goal?

When it comes to goals, we all have a variety of ideas. While these ideas can be exciting, they won’t be beneficial unless we first establish a core goal. Your core goal will be the one that will optimize your growth this fall. To establish this goal, it helps to stop and consider the number of months you have in the season. For example, you may be looking at October, November, and December to implement new strategies and really kill it in your business. Fall is an exciting season that offers a number of opportunities for your business to experience higher sales. With the holiday season approaching, many people will begin their holiday shopping, and that means more opportunity for your business to gain exposure. 

You can set your goal in 2 different ways: 1) Choose a goal that will expand your reach (ex: increase ads, expand across platforms, etc.) 2) Decide what products you want to feature during the specific month or season (ex: specific fall scented products, seasonal items, etc.)

Once you’ve established your core goal, you will want to work backwards from there. Look at where you are getting the most visibility, where you are getting the most sales, or where you are getting the most interactions. You can then build out your strategy to focus on those key areas. You can determine how you want to market your products. Do you have videos, photos, individual items, etc. Getting really specific and breaking down each element based on the core goal you established will help you implement a successful strategy. 

Do you have the content and the images to support the marketing you want to do?

We all know that it takes 7 good touch points before someone will start to recognize or consider buying something. That means you need to go beyond that, in order for people to buy your products. We also know that social media is controlled, so we don’t always see everything that we want to see. That’s why it’s important to make sure you are sprinkling out your marketing in different ways and that you have the content to support it. For example, we are already in September, meaning you should already be scheduled and ready to do photos, videos, and all the content and graphics you will need for October. This allows you to stay ahead and focus on what you need to focus on, like running your day-today business in October. 

Repurpose – You may have graphics and visuals that are timeless and can be used to represent your products this fall. Go through and find content that you can repurpose.

Schedule – You will also want to sit down and be real with yourself. You may need to reach out to a photographer or marketing specialist to schedule a holiday photoshoot, or receive additional support with content development and creation. 

Video – You will want to make sure you have video to support your marketing strategy, this fall. Find a way to apply video because video is being prioritized across a number of social platforms. 

Are you adding video to increase exposure and conversions?

The additional reach that video provides, is a huge piece to being able to increase your sales. Because video is prioritized, you may be able to get a higher number of views and greater visibility by sharing videos. You will want to start by creating a fun, engaging video. Once you have created that video, you can redistribute it across social platforms. Different people will be active on different platforms, at different times, so sharing across platforms can also help expand your reach. 

Other things to consider with video: 1) Does a person always need to be in it? It may be beneficial to use product video, stop-motion, product demonstration, etc. 2) Set up a tripod. People love to watch high-action videos that show someone moving quickly through an action or demonstration. 3) Reach out to your photographer. Many luxury brands will use a professional photographer to ensure their visuals are style-conscious and high-quality. 

Implementation and layout of everything – the how, the when, and the where are you planning to post and share to gain exposure.

Once you’ve established your goal, gathered the content you need to support your marketing strategy, and established how you plan to stand out, you will need to create a plan for implementing your content strategy. Creating a schedule for sharing content, will help you develop consistency and stay engaged with your audience. You will also want to use different tools to share your content and create engagement with your audience. For example, use Reels or TikTok to share fun videos, use poll graphics to spark engagement, hop on an IGTV Live to talk to your audience about your products, etc. 

And, don’t forget to sell! Ultimately, you want to bring acknowledgment to your product brand and ensure you are making sales. Try using a 1-to-3 ratio, meaning 1 sales post and 2 interactive posts, as you ramp-up for your sale. As you get closer to your actual sales date, you can flip this to be 1 interactive post and 2 sales posts. 

By focusing on these 4 pieces, you can better equip yourself for the upcoming months. Plan now, so you can receive a better return on investment, later. 

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2 Things to Plan for Right Now

Planning is always a taxing task, but here is your September reminder to plan these 2 things!

Plan for Fall:

It’s officially September, and that means it’s time to start thinking about fall. If you’re like me (I live in Arizona where it’s still one-hundred degrees) it may be difficult to start wrapping your head around fall. However, stores and retailers are great ways to find fall inspiration. Many businesses are already putting out fall decor and getting ready for the upcoming season, which means it’s time for your business to do the same. 

Plan for Black Friday: 

Fall can be a very busy season. It’s important to start planning for Black Friday, now. To be successful with your sales, you need to keep up with your visibility and remain consistent with your marketing efforts. It’s also important to develop a strategic plan for how you will market your products and offerings, specifically for Black Friday. 

Here are 3 things you need to do to be successful this fall and on Black Friday:

Identify what your marketing campaign is going to be 

First, you’ll want to think about your fall marketing. How do you want to approach your fall marketing? What would you like to do with your fall marketing? It’s important to get a strategy in place now, so you can be prepared to show up well, when the time comes to push sales, run Black Friday specials, promote Halloween sales, and introduce fall to your followers and audience. 

Once you’ve done this, you’ll want to identify what your marketing campaign is going to be and how you will carry it out. You may be launching a new product, introducing fall-themed items, or offering specials or discounts. By identifying your offering, you can establish a strategy for carrying out your marketing campaign and then incorporate the proper information into your marketing materials (emails, social media content, Reels, etc.).

Plan your photoshoots and videos

High-quality photos and videos are necessary for your marketing. A professional photoshoot will allow you to compile a great selection of high-quality photos and videos that can be used throughout your fall marketing. Once you’ve identified what your marketing campaign will be, you can plan a photoshoot that is specifically tailored to your campaign. Having a photoshoot focused around what your content will be for October, November, and December is going to be key in making sure you are successful, and that your team is fully equipped with the content they need to run promotions and plan ahead.

You’ll also need to determine where your photos will need to be updated (website, social platforms, blogs, etc.). Identifying where updates will need to be made will allow you to more effectively plan your photoshoot and ensure you capture the right photos and videos for specific platforms. Photos and videos can also be used in ads, or as supplemental information that you can share with your audience, this fall. 

Plan for Black Friday

Black Friday is just around the corner. It’s important to start thinking about the sales, discounts, and special product offerings that you want to provide for Black Friday. Developing a strategy and plan now, will allow you to more effectively promote your Black Friday deals, market your Black Friday offerings, and prepare for day-of sales. It is helpful to first identify what your goals are for Black Friday, and then develop a strategy and marketing campaign that are aligned with those goals. 

To set yourself up for success this season, it’s important to start planning for fall and Black Friday. By identifying your goals and marketing campaigns, planning your photoshoots and videos, and developing a plan for your Black Friday promotions and sales, you can get a jump-start on the upcoming season. Don’t wait until the last minute to start thinking about your content, strategy, products, promotions, and campaigns, or you may end up with little to no sales.   

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