What should you could turn a hobby you’re keen on right into a thriving business? South Van Der Lee took her passion for knitwear and après ski fashion to grow GOGO Sweaters into the successful brand it’s today. As president and designer, South works with a team of knitters in Calgary, Canada, to create handmade luxury designs.
Today, yow will discover GOGO Sweaters in stores like Free People, Revolve, and Holt Renfrew, because of international demand for the brand. One among the largest levers of growth for GOGO Sweaters is its Instagram account. Through the years, South has put together a successful recipe to assist her create engaging posts that drive engagement and increase sales.
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4 suggestions for creating social media content that converts
Ahead, South shares her 4 suggestions for creating Instagram content that can provide help to attract recent customers.
1. Stick with a theme
South wants most of her products shot within the snow in Canada so viewers can get an authentic feel for what the brand is all about. These images depict a consistent aspirational lifestyle that draws an audience of winter sport lovers.
“Skiing will at all times be the anchoring point, and when I made a decision that, that’s when things really began taking off [on Instagram],” South says. People like familiarity on social media. It is going to make your brand easier to recollect, and identifiable characteristics may help a brand travel faster to the proper audiences by word of mouth.
2. Capture a way of life
“It’s really hard to sell someone on a flat image, especially in the luxurious business. You may have to sell a fantasy too,” South says.
When capturing photos of your products, include lifestyle shots to present social media users an idea of what life can be like in the event that they too owned the item. “It’s really necessary to have photos that the consumer can put themselves into,” South says.
With so many shopping options, potential customers must have the ability to picture themselves in your products to justify the acquisition.
3. Think outside the box
To catch people’s attention on social media, standing out from the competition must be your goal. “You desire to get people occupied with how they’d need to wear your product, your brand,” South says.
One example she shares is posting every day to her Instagram Stories, showing other ways she wears her GOGO sweater to work. A few of them are less traditional than others. “I would like people to re-envision how they wear their clothes, so I’m attempting to train people to wear sweaters over things as an alternative of under,” South says.
This approach helps draw people in, piques their interest within the brand, and makes the Instagram page an enjoyable follow for users.
4. Arrange shop
South has found that the majority customers are shopping on their phones, so she makes sure to shoot and post content with this attitude in mind.
To make things easier on her followers, South connects her Shopify store to the product images on Instagram. When her site is working with Instagram Shop it makes each of the photos shoppable and quickens the checkout process all together. “This was an enormous moment of change for our sales,”South says.
While growing your Instagram following will take time, these 4 steps can provide help to concurrently grow an audience and convert them into loyal customers.
To listen to more of South’s social media marketing suggestions and discover her best strategy for negotiating with retailers, tune in to the complete Shopify Masters episode.
