When thinking about starting an online marketing strategy, the first place that typically comes to mind is New York City. The Big Apple is certainly a haven for Internet entrepreneurs and marketing dreamers. There is an abundance of digital marketing agencies, boutiques, and freelancers who can help you take your marketing to the next level.
Even if you’re based elsewhere, you can replicate many of the successful marketing models used in NYC. You just have to be a little creative and pragmatic enough to see them through.
The Big Apple Doesn’t Require You To Shop Online
If you’re new to the city and don’t yet own a car, you may be surprised to learn that New York City isn’t an island disconnected from the rest of the world. The city is well-connected via mass transit and has several major airports, making it a first-class travel destination for those coming from outside.
One of the biggest misconceptions about New York City is that all the shopping happens online. However, this couldn’t be further from the truth. While many retailers and brands have adapted to the online world, the majority of shopping still takes place in physical stores.
In fact, according to HubSpot Blogs research, 68% of consumers in New York City purchase products in stores. Only 16% shop online, and the rest are mobile shoppers. What’s more, 56% of consumers in New York City buy products on their phones or tablets before they even enter a store.
Despite the convenience of online shopping, you should still consider physical stores to be a critical part of any marketing strategy. If you want to market your brand or website in NYC, keep in mind that many people still prefer to browse in person.
Dress To Impress
While fashion may not be one of your strengths, you should still consider dress to impress when beginning your New York City marketing strategy. You don’t need to be limited by what’s available online. Instead, browse through a range of products in a physical store to find those that best represent your brand.
When it comes to marketing in New York City, it’s all about the ‘fit’. One of the biggest mistakes that new marketers make is that they try to ‘fit’ everything into a very narrow niche. For instance, “eyewear designer” is quite a specific niche, whereas “luxury women’s clothing” is much wider. The first step in forming a sound marketing strategy in New York City is to define your target audience.
As a New York City marketer, this may seem like a no-brainer. However, if you’ve never developed a marketing strategy or worked in a digital marketing agency, it can be difficult to know exactly who you’re aiming your strategies at. Start by brainstorming with a group of individuals who will be affected by your efforts, namely your customers. Who are your typical customers? What do they do? Where do they come from? What is their demographic like?
You don’t need to have all the answers. You just need to come up with as many as possible and begin developing a buyer persona.
Depending on how long you’ve been in business and how experienced you are, you may not even know the answers to these questions. In a rush to grow your business, you may not have thought to thoroughly research your target audience. But unless you do, you’re risking overlooking a critical piece of the puzzle. If you want to be able to sell your product or service in New York City, you need to know who you’re targeting with your strategy. A good place to start is [Name] (http://shop.spreadshirt.com/name), a platform that allows users to discover and purchase the products they love.
Incorporating fashion into your New York City marketing strategy doesn’t mean that you need to follow trends to succeed. You just need to find a way to integrate fashion into your strategic approach while staying true to your brand.
Invest In The Right Technology
Once you’ve identified your target audience, the next step is to invest in the right technology. If you’re developing a website for marketing in New York City, don’t just pick any old platform; select a content management system (CMS) that’s built specifically for websites. If you’re launching a mobile store, look for a responsive design that adjusts to fit any screen.
Depending on your business, you may need to consider purchasing a domain name and web hosting, as well as the platform to build your website on. There are plenty of free options, such as WordPress, that can be used for creating websites.
Develop And Maintain A Social Media Strategy
In addition to purchasing the right technology, you must also develop and maintain a social media strategy. This comprises of a set of tactics, techniques, and approaches that you will use to interact with your audience on social media. When developing this strategy, you should consider what platforms you will use to reach your target audience. Remember: not all social media channels will work for your business. It’s a good idea to focus on a few main social media platforms that can be used to generate interest in and engagement with your audience. Examples of these platforms are Instagram, Twitter, and Pinterest.
When creating your social media strategy, you must first decide what you will post about. Your business’ About Us page is a good place to start. This is also where you can explain your business’ objectives and what makes you unique. Maintaining a steady stream of engaging content is a critical part of any social media strategy. Create regular, interesting content that will keep your followers interested and coming back for more.
Next, you’ll want to think about the sort of content you’ll post on your various social media channels. For example, if you’re on Instagram and Twitter, you may want to post images and videos that are relevant to your target audience. On Pinterest, you can create inspirational or informational content that will help your users find what they need.
As a business owner, you may be inclined to post about your products, services, and activities. However, if you want to be effective on social media, you must learn to post about topics that are not directly connected to your business. This can be extremely rewarding, as you may discover that your customers are more engaged in content that is not affiliated with your business. This sort of content can also be more influential than content that is directly related to your brand. A good example of this would be Elle (http://www.elle-company.com/), a luxury clothing brand that uses influential individuals and creative directors to post about their products and campaigns. This sort of content can be immensely effective at generating buzz and interest in your brand.
The Bottom Line
Incorporating fashion into your next marketing campaign in New York City should not be a difficult task. With the right technology, a social media strategy, and a little bit of creativity, you can truly make a difference. Fashion is a very powerful tool when used strategically; make sure you take advantage of this fact.