You’re not being clear on what you offer
Your offer simply means, how can you help those reading through your content. If there’s no benefit to a reader, why should they read through your content. Aside from seeing the photos you post on your social media channels, they see no need on visiting your website to actually read through your posts. People need a reason to dig through your content. Basically, what’s in it for them? It’s easy to inspire people through visuals but do they really need to go to your website for that when you’re sharing on your social media pages?
Everyone has something to offer; whether that be your outlook on fashion, insane styling tips that’ll help those that struggle with getting dressed, DIY’er, unique products that you offer to a service that you know can be helpful to so many people.
You have something unique to offer but you’re not using that to your advantage.
It’ll be harder for people to engage with your content when you’re writing only 2-3 sentences, offering vague and brief tips, you’re not clear and your content isn’t valuable. You want your audience to feel that your content is so good, they keep checking for you just to see the latest post.
When you’re writing a post, ask yourself:
- What is the goal of this post?
- Who is this post for?
- What action should my audience take?
Getting traffic to your website can be a struggle on it’s own, being inconsistent is only making it 10x harder for you. Your audience has no personal connection with you, majority of the people visiting your website are not your real-life friends, so in order to build a relationship with them you need to prove yourself. You can’t go hard with pushing out new and valuable content, disappear for a few weeks and then get back to it and expect these people to continue to come back to your site. The only thing you’re proving by being inconsistent is showing you’re not trustworthy - your readers don’t know what to expect from you because you’re all over the place. This is one rep you don’t want to have when you’re looking to build your online brand. Once you give people a reason to not trust you, it’ll be harder to gain their trust back.
Eventually they’ll get to the point where they just don’t care and move on and forget about you. Being consistent is key to growing your audience - this also trickles down to your social media posts and newsletters. Consistency across the board!
Reasons why you’re not consistent:
- You struggle with coming up with new content ideas
- You’re not sure who you’re writing for
- You don’t understand what your audience wants to know/needs help with
- Not planning ahead
If you’re unable to flush out one idea after the next like it’s nothing, you aren’t clear on your audience, how to target them and understanding their needs. It’s easy to say, all women can benefit from my website - but at the same time, how can you write target content that can relate and resonate with a 21 year old, a 35 year old to a 50 year old at the same? For example, lets say you’re teaching your audience how to pull off wearing over-the-knee boots and you’re targeting everyone - do you think someone who is 50 years old is going to wear OTK boots the same way a 21 year old might?
You have to understand your audience inside and out in order to attract them and continuously create content exactly for them.
How to solve this: Define your fashion brand workbook | Content strategy planner (included when you enroll in Launch Your Fashion Website or Grow Your Fashion Website online course)
Being able to define how your brand and what you offer to defining your target audience and what they need is the steps to take so you can create a stronger content strategy.
Your site has no focus
It’s easy to write about any and all of your passions, you have a ton of interests and you want to use your creative space to share them. I get it. But will your audience?
If you’re writing about baking pancakes in one post, how to shop for the latest fashion trends in the next, how to start a podcast in the next, your love for animals in another post to how to dress - how can your audience understand what it is that you have to offer them?
It’s totally fine to go more along the lines of a lifestyle blog where you can talk about more than one topic, it’ll be easier for your audience if the topics can all relate to one another.
You don’t want to leave your audience confused and trying to understand how they can benefit from what you’re doing - if they have to think about it, it’s on to the next for them.
What do you want your brand to be known for? The site to go to for help with shopping or styling? Or the site to go to that talks about your favorite pets?
Related posts: How To Narrow Down Your Blog Niche + Focus
You’re trying to reach everyone
Of course you’re thinking you want to reach everyone - the more, the merrier! In this case, not so much.
Easily put: if you’re trying to sell a $100K car, are you going to try and reach everyone? Not everyone can afford a $100K car so in order to be effective with your efforts, you’re going to target those that can.
If you’re favorite brands to wear on Zara, Forever21 to H&M but you’re trying to target high-end brands such as Chanel to partner with - does that make sense?
Understanding your audience needs and who benefits from your offer is how to breakdown your ideal audience, brands to customers and clients.
Spending so much time crafting a content strategy for everyone to buy that $100K car when your clientele makes around $35K year is going to prove to be more difficult than you thought which in return results in low traffic and little engagement, or not results at all. How can someone who earns $35K a year afford a $100K luxury car? They can’t. You’re spending so much time creating content for an audience that you don’t have and/or an audience you don’t know.
Get to know who your audience is.
Solution for this: Define Your Fashion Brand workbook
You’re not using social media to your advantage
You can’t expect to publish a post and an audience to come flooding in. A new blog post is the start of your marketing efforts - a cycle you’ll go through with every single post. You have to make yourself known. Think about it like this: no one knows your website or brand, it’s your job to make yourself known and spread out your content on the web.
Your social media platforms are an extension of your brand, so be strategic with what you’re posting. If you’re not even talking about your brand on your social media pages, how in the hell is anyone suppose to know about you, your brand and website?
While it’s easy to get caught up with the social media shenanigans and posting what you want - if you’ll looking to grow an audience and your brand, be strategic with each and every post.
Does your audience of females who need help with styling a certain product necessarily care to see one pointless selfie after the next?
Personally speaking, I don’t care.
If you’re not consistently using your social media pages to market your brand, how can you expect people to know about you?
Solution: Create a content strategy for your target audience | Workbooks included when you enroll in Launch Your Fashion Website online course or Grow Your Fashion Website online course
Your brand game is weak
Since you’re not able to have a personal conversation with everyone who follows you, they don’t personally know you - your brand is your identity and how people are able to relate to you and what you’re doing.
If you have a fashion-focused website and someone is visiting your website for the first time and they see a pink flamingo background, posts with unrelated topics, visually unappealing photos to an unprofessional and confusing layout - why are people are going to want to rack their brain trying to figure out what your brand is about? They’re not, they’ll exit out and may never return.
Branding your blog and website is more than just picking out your logo, designing your website and picking out your colors. This is apart of branding but only a small portion of it.
Do you plan on growing your blog and audience? Yes.
Do you want your audience to be able to easily identify what you do? Yes.
Do you want to be able to create an engaged audience? Yes.
Do you want to be identified as that go-to for your audience? Yes.
Do you want your audience to be able to trust what you do and look to you for help, guidance to inspiration? Yes.
If you agree, then branding for you is a no-brainer.
If you have any intention of growing your website, which you do, then you need to be clear on your why, what, how and your who.
Skipping branding is like trying to grow a blog or business with no audience.
Related Posts: You Can’t Build Without Branding
Workbook: Define Your Fashion Brand workbook
Running and growing a blog is a learning experience, I had no idea what I was doing when I launched a few years ago but with more practice and experience, I began to learn what works better and what doesn’t. So don’t feel completely overwhelmed if you’re not practicing the above, it’s ok to make corrections and changes as you go, how else are you suppose to learn? No one gets it right the first time around.
I had no idea in the value of branding a few years ago, Instagram wasn’t even around. As time goes by, you’ll continue to make small tweaks here and there - progress. But if you’re looking to see progress you have to put in the work to see results.
These are things I’ve incorporated into my business over time, and it wasn’t really until then I began to see a change. The core of your blog and business is your audience, they are an important part to growing your business. So, if you’re trying to decide where to begin first, I’d suggest digging in a little deeper and defining your brand, this in my opinion, is your first step to building your online presence.
Other options: If you’re just starting out, check out: Launch Your Fashion Website online course | If you already have a website and aren’t seeing any results, check out: Grow Your Fashion Website online course