Instead of buying likes, how can one increase the number of fans and engagement on popular social media channels such as Facebook?
As Facebook is removing fake spam accounts and inactive ones just like Instagram did in December 2014, brands, celebrities and influencers all started to feel the heavy after-effects of a significant drop in followers.
Justin Bieber lost more than 3.5 million followers and Instagram itself shed close to 18.8 million followers.
How can your brand survive the onslaught of ongoing social cleansing without pumping in more advertising dollars?
Using the success story of the world's largest fashion retailer - Inditex Group, here are some examples we can learn from a brand that continues to inspire us.
Today, Inditex has outsized profits and market capitalisation when compared to other publicly-traded apparel retailers. Inditex went public in 2001, then valued at €9 billion (about $9.4 billion at current exchange rates). Today, its market capitalisation is €87.5 billion (about $97.8 billion).
Profits at Zara are up to four times higher than other apparel retailers.
Dr. Warren H. Hausman, professor of management science and engineering at Stanford University, attributes this to something he calls the ‘Zara Gap.’
According to Dr Hausman, by adopting a more flexible, demand- driven operating model, there is an opportunity to increase their profits by 28 percent and their market capitalisation by up to 43 percent. - - Business of Fashion, March 2015
Applying technology, understanding market demands and the ability to put good knowledge into practice have helped Zara dominate the competitive retail market.
Here are three tips inspired by the Spanish fashion conglomerate on how to increase likes and interaction on your Facebook page.
Being at the pulse of fast-moving fashion trends gives Zara an edge above the rest of its competitors.
Just like how top, trending styles attract buyers, great content is paramount to increase reach, likes and engagement on Facebook. Great content stems from good ideas which involves creativity and knowing your target audience very well.
With the sheer amount of information circulating around the internet, how can you help your brand get heard in the chaos?
It's not necessarily about the quantity of content, the number of posts or the length of posts but it's the quality that matters.
Zara is present in 88 countries with over 2000 stores worldwide. How can your brand achieve widespread awareness with an immense presence like Zara?
The answer is to make your business easily found, in other words - search-friendly.
A brand can take several steps to be search friendly on social media platforms. We are not talking about SEO (Search Engine Optimisation) but SMO (Social Media Optimisation).
How do you optimise content without looking like an overt advertising message that would turn people off more than turning them on?
How do you remain smart and witty without offending your future customers?
Create a marketing strategy involving hashtags. How do you use hashtags to be found and how do you create the best hashtags for your campaign? When and where would it be appropriate to use hashtags to help your business obtain a competitive advantage?
Leave it to the trained experts
When in doubt, leave it to the trained professionals to handle your social media marketing programmes.
“I cannot afford waste. I need to secure that my production must be demanded. In the first moment, it’s more expensive. But the margins are lower at the end of the cycle,” -Jesús Echevarría, Inditex’s chief communications officer.
Although Zara invests heavily on research and development of their product in the early stages just like a brand should do for marketing to establish one's name in the market, the rewards will be reaped at the end of the sound investment.
In other words, investing in proper analytics and audience behaviour measurement methods can help boost the social media performance of brands and ultimately your organisation's bottom-line.
To find out more about how we can help you kick-start a brand new social media management program or revitalise your digital brand communications strategy , contact us.