5 Things Your Bridal Competitors Are Doing to Get New Business
Big bridal brands - you know, the ones that are already well established in the market - are actively doing things to get more business, and you should follow their lead.
Now, I’m not talking about buying magazine advertising space. Sure, it’s a nice extra, but most bridal brands are not necessarily in a position to make such a huge investment. The things, or tactics, I’m talking about are more forward thinking, which means they have everything to do with digital strategy.
I’ve put together a list of things these successful brands are doing to generate more interest in their brand and to acquire even more loyal customers. If you haven’t yet implemented any of these tactics, take the time to think about how you can start.
They're actively blogging
The most successful brands, from Galia Lahav to Monique Lhuillier, keep an active blog on their website. That’s because these brands know that blogging serves several purposes, including: getting higher rankings on search engines; reaching new brides when they’re doing an online search for bridal gowns; keeping fresh content on their website for return visitors; and showcasing long form, more complete versions of what they’re sharing on social media. The bottom line: content creation is important - blogging is important - and you should definitely start getting in the habit of blogging for your brand sooner rather than later.
They're creating video content
I’ve mentioned this before and will continue to repeat it until everyone becomes aware of just how important video is. But don’t take my word for it, just take a look at these stats I gathered from Forbes.
1. By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic
2. Facebook generates 8 billion video views on average per day
3. YouTube reports mobile video consumption rises 100% every year
4. 55% of people watch videos online every day
I know runway shows have always been the preferred form of video material for bridal brands, but oh how the times have changed! Your audience is now more interested than ever in learning who is behind their favorite brands and how things happen behind the scenes. So, creating video that shows these things is not just a nice thing to do for fans, it’s actually good for business.
They're investing in online targeted ads
That’s right, it turns out social media is now really becoming a pay-for-play marketing channel. The fact is, like anything else good in life, once the world starts finding out about it, it becomes more difficult to stand out. Instagram is a great example of this - high engagement is becoming harder to achieve and followers are not flocking to follow your account like they used to. Even brands that have over a million followers are investing in targeted Instagram ads. I know this because I get served ads from lines like Galia Lahav, Amsale, and others. So, while social media is still a super effective way to get your brand exposed, if you want grow your brand, advertising will have to eventually become part of the mix. And by the way, there are ways to invest in ads that don’t require you to break the bank.
They’re using Pinterest better
Pinterest is that platform I discussed in one of my earliest blog posts - find the article here and I want to discuss it again because there’s so much growth potential for bridal, and it’s just being ignored. Not by your competitors, though. Just check out Claire Pettibone’s Pinterest account, or (again) Galia Lahav’s account. They’re using Pinterest the way it’s supposed to be used and are getting millions of viewers in return. So why not spend a little time formulating a strategy that will bring more traffic to your account, AND to your website? Your competitors are not just sharing their latest collections or styled shoots, they’re actually sharing wedding inspiration that their target bride will be drawn to.
They’re optimizing their website for mobile
It shouldn’t come as a surprise that most people are using their mobile phone to interact with your brand. What may surprise you is that your website will be less likely to show up for people searching for bridal gowns if your website is not optimized for mobile phone. Simply put, if your website loads too slowly and/or does not look good or is friendly on mobile, Google will show a different bridal line. Why? Because Google strives to give users the best possible experience, and websites that are on the subpar side prevent this. Your competitors are getting nimble and staying informed about these things. You should do the same.
Do these tactics sound daunting to you? Start small - do one thing at a time - but DO start right away, because we’re not talking about the future here. We’re talking about tactics that your competitors are already using and which are now the new norm.