Welcome back to part two of this miniseries where we talk about all things related to high converting Facebook ads for your clothing brand. In case you missed part one of this series, head on over here to check out part one.
In the last article we talked about high converting ads such as leveraging celebrity based content and user generated content from your customer base. In part two of this series, I want to go over more ideas for ad themes that you can use to help bring more awareness, engagement and ultimately more conversions from your ad campaigns.
Ready? Let’s go…
Promote Your New Arrivals
When it comes to fashion and clothing, your consumers are on the lookout for the latest trends and styles. Many of your customers and prospects want to be “In the know” and enjoy seeking out this type of content on new arrivals. One of the most important pillars to the success of a fashion brand is the variety of products they have to offer.
Promoting new and even popular collections, will help to drive engagement as its content your customers seek to acquire. In part one of this series, we spoke about the effect that Facebook’s Ad Collection Format has on a promotion like this. You can also use the carousel ad format to showcase new and existing product lines.
Share Written Testimonials From Customers
Something I always bang on about when it comes to promoting fashion/clothing brands, is the idea of showcasing social proof. Positive written testimonials of happy customers are a great way to showcase social proof in your ads.
Why?
Apart from the fact that your ads need to engage your customers and grab their attention as they browse through social media, they also must do a good job of building trust and credibility with your target audience. Written testimonials can do wonders for audiences who are in your middle and bottom funnel.
That’s because they are at a stage of certain awareness of what your clothing brand does. Showcasing testimonials from happy customers will help to steer these audiences further down your sales funnel and ultimately complete a purchase from your store.
When your prospects are unfamiliar with your brand and what you can offer, they can come across as sceptical and aren’t persuaded by promotions and loud mouth advertising that states your brand has the trendiest or most comfortable clothes.
This is why it’s important to get your existing customers to showcase your fashion and clothing as testimonials in your ads. This helps to influence and persuade your target prospect audience that you actually do offer value and your customers are convinced by it.
When potential customers see your existing customer base endorsing your product, the perceived value of your product goes up, and they’ll be much more influenced to purchase it.
An example of this is Diverge sneakers. You can see a previous customer by the name of Ebella endorsing their custom made sneakers.
Good social proof is gold in today’s online advertising. Use it as much as you can to promote your brand’s value to the marketplace and watchy your conversions improve throughout your sales funnel. Think about using a mixture of video and images for this ad theme. Also test out using a carousel ad format with different written testimonials as a text overlay. Don’t forget to show star ratings as it draws the eye to focus in on the written testimonial.
Showcase Customer Favourites
Customer favourites = Best sellers.
It’s always a good part of your strategy to advertise your best sellers to your target audiences. This is simply because you know that these best sellers convert and the risk with spending money advertising a product that has proof of a sales conversion is far less than a product that doesn’t have a proven sales conversion.
This also makes them a proven winner when it comes to scaling your clothing and fashion brand. Lead with your best sellers that are proven to convert and build out lifetime value with other products in your inventory.
This ad strategy works great if you’re on a smaller ad budget, keeping things focused and simple.
There are a couple of options you can use to advertise your best sellers. Test out using a carousel ad format to showcase your best sellers. You can also create a video with quick transitions on your best sellers with some graphic overlay that highlights these best sellers and customer favourites.
Showcase an Outfit Of The Day
Showcasing an outfit of the day can be a great way to engage your audience and influence them to make a purchase with your clothing brand. You can use an OOTD to convey to your audience on how they can create styles from your clothing brand that match their personal style and encourage them to purchase your outfits.
It’s a very creative and engaging way to bring attention to your brand’s clobber. It was first made popular by fashion bloggers and influencers on social media, as they would showcase what they were wearing for certain occasions and events. This type of content remains an engaging way to keep your audiences interested in what you have to offer.
The reason for this is because it’s a form of self expression and builds a lot of imagination for audiences you target. Giving them a lot of “Ah-ha!” ideas for the clothes you sell. Allowing them to wonder what your creative outfits would look like if they wore them.
Test out this idea using a carousel ad that displays the outfit from different angles. This should help to encourage potential customers to shop for this outfit.
Run a Social Media Challenge
What I personally love about social challenges and even Giveaways (more on that later), is the amount of solid engagement, entertainment and attraction they feed toward your brand.
When done right, a social media challenge can steer a lot of positive associations toward your brand. With these traits in mind, why not create and run a social challenge that will bring a ton of brand awareness and ultimately more sales for your brand.
Take a look at the Mary Benson brand.
During the covid lockdown period when many of us stayed at home, Mary Benson created a fun social media challenge to encourage her followers to dress up on Friday night and have some fun.
Benson urged her followers to step out of their cosy loungewear and step into their glad rags, take a snap and post on Instagram with the hashtag #DressUpFriday to mark the occasion.
The timing of such a challenge worked well because of covid lockdown and the request itself brought some fun & lightheartedness to her audience during difficult times. I don’t have stats to share for this particular campaign, but I would imagine that engagement was high which would have resulted in positive brand awareness association.
You could even run an offer for everyone who participates in the social challenge. Think of discounts as an example. This type of campaign is more of an engagement campaign. Your goal is to create a post and have it engage with your existing audience to join in on the challenge. Test this out with a good challenge and see your social proof increase.Its a great campaign for staying top of mind with your fans and followers.
Run a Giveaway
This is another great way to acquire high levels of engagement, increase your followers, build your email list, enhance brand awareness and ultimately drive more sales. Launch an ad in the form of a giveaway to your existing social media followers.You can also engage with your email lists (Prospects & Customers), to make these audiences aware of your enticing giveaway.
One of the great things about a giveaway campaign is that it works despite the size of your business. The reason for this is the chance to win free goodies that appeals to everyone.
There are various ways you can run a giveaway for your clothing/fashion brand. You can keep it simple, by creating a post on your social media which has details on how to enter the giveaway and explains what the lucrative prize is.
Take a look at the Babyboo fashion example.
It explains what one lucky winner will win and shows the steps that need to be taken in order to complete your entry to the giveaway. They also encourage users to go shopping. You could encourage them to shop with you by offering a discount or coupon code for example and use it as a major entry bonus to the giveaway. Have them show proof of purchase so you can include this major entry as part of their overall entries.
You can see how a really attractive giveaway offer can go viral and bring so many new and existing people to your social media page. It’s important that you have a solid foundational audience who follow your content because they truly enjoy the content and value you offer. This will encourage more like minded people to follow and engage with your page when you run giveaways as it gets shared around social media from your existing audience.
Use Software For Your Giveaway
Another great way to run a giveaway is to use software such as Gleam.io. I’ve used this many times in the past (until I developed my own giveaway software).
Here is an example of how Jane.com uses Gleam.io to conduct their giveaways on their website.
Gleam.io will help you track all the entry points of each person entering the giveaway. You can have many entry types to help your users build up points.
Here are just a few examples –
- Entering their email
- Following your social media
- Refer friends
- Submit a Selfie
- Upload a video
- Visit your Youtube channel
You can see how the gleam.io application can help brand your business and encourage more touch points from new and existing prospects. This increases brand awareness and keeps you top of mind.
Accentuate Your Brands Values
When we talk to brands who are interested in growing their sales and building out their lifetime value with their customer base, one of the attributes we like to see is the brand’s values.
By this I mean… what does your brand stand for? What is your brand’s mission and vision? Are you trying to change the world for the better? What point of difference are you trying to make in this world?
Having strong foundational values as a brand is important in today’s consumer world. Customers want to do business with brands that align with their own values and make them feel emotionally invested in them.
Customers typically engage with fashion and clothing brands due to rational considerations such as desire on what the brand sells, price, promotions and monetary rewards. The only way to sustain a long-term relationship with a customer is to establish an emotional connection with them.
When you achieve this emotional connection, you build longer lasting relationships and brand loyalty with your customers.
What’s a great way of building emotional connect with your customers?
By expressing your values!
You can highlight your brand values in your ads so customers can relate to them. As you reinforce your values in your ads, the audiences you target will feel more aligned with your brand and will stick with you instead of doing business with your competitors.
A good example of showcasing your values as a brand is from a clothing brand called – “Grown”. They are a sustainable fashion brand and convey their values robustly on their homepage and ads.
If you are not expressing your values as a brand and what you stand for, you’ll be at a disadvantage to your competitors. You want to achieve an emotional bond with your audiences. Doing this will build better brand loyalty and ultimately deliver better retention with your customer base.
Run Retargeting Ads
Retargeting ads are great!
Simply because they convert well based on the fact that when you run retargeting ads, you are communicating with an audience that has already engaged with your brand.
Retargeting ads can be super beneficial for small businesses that don’t have large ad budgets to spend on customer acquisition. These ads help them reach already warm audiences rather than starting out trying to sell to cold audiences who don’t know their clothing brand from Adam and therefore have a lower chance of converting into a sale.
Here’s a few reasons why we would recommend using retargeting ads –
1. Target Specific Audiences
You can target a very specific audience like you would while running a normal Facebook ad and include only people who have visited a specific page on your site or added items to your cart to get higher conversion rates without wasting ad spend.
To get even more granular with this, you can incorporate software that will record users who land on a specific page and capture how long they are scrolling up and down the page. The longer a user engages with your page, the more interested they are in what you have to offer. Retargeting those who spend more time on your page, should yield a better conversion rate.
2. Convert Those Who Expressed Interest
As I touched upon in the point above, It’s tougher to convert those audiences who are not aware about what your brand has to offer. On the flip side, retargeting audiences who are aware of your product’s convert much better than cold audiences.
However…
All those who visit your website and are aware of what you offer, aren’t necessarily going to buy right away. There are many reasons why this happens. Your target audiences may need more convincing, or have certain questions answered… or need to be influenced by someone or something.
This is why running retargeting ads are important as they deliver more touch points to your prospects, which in turn helps to influence and persuade your prospects to make a purchase.
3. Minimise Your Cart Abandonment
One of the biggest problems for any ecommerce brands sales funnel is the issue of user cart abandonment. On average, almost 70% of your prospects abandon their shopping cart for a variety of frictional reasons. That means roughly seven out of every 10 shoppers won’t complete their transaction.
The solution?
Use retargeting ads to help remind these audiences to return to their shopping cart and complete their purchase.
Show Off The Benefits Of Your Product
Another way of drawing attention when running your ads is to simply show off the benefits of your product. You can demonstrate benefits via your ad copy and the creative (test video & Image).
It’s a pretty obvious ad theme when you think about it. Conveying the benefits of your product can definitely influence and persuade your audience to purchase your products.
Consumers make purchase decisions based on one or more of these three things –
- Is the new choice cheaper?
- Is the new choice better?
- Is the new choice faster?
Highlighting the benefits of your clothing can encourage potential customers to purchase from you over your competitors.
For example:
If your clothes offer more comfort, style and solve problems like wrinkling and creasing, create Facebook ads that highlight these benefits.
One example of a brand that has done this is Lestrange London.
Their value proposition is a unique pair of trousers called “The 24 Hour Trouser”. It’s a transitional trouser with a hidden cord and natural stretch comfort, for day and night wear. The trouser is lightweight and offers premium Italian cotton. You can wear this trouser as a suit pants or an alternative to jeans. The 24 Trouser fits with any situation you need it for.
In their ads, they highlight some of the benefits in the creative such as comfort, versatility and flexibility in a dress sense.
These images are clips I got from one of their video ads for the 24 Trouser product line.
I’ll be honest…
This is not the best example of how to demonstrate the benefits of your garments. If I was to consult with Lestrange I would suggest the following –
- Add a hook in their creative, calling out their target audience, hitting a pain point and transitioning into their solution.
- Test the idea of using appropriate emojis in the ad copy & creative
- Use better & bigger fonts that stand out in the creative when listing benefits, pain points and call to action.
- Test social proof in the creative.
People don’t want to shift to other brands or try out something new unless they have an incentive or a good reason to do so. Your ads have to clearly tell your target audience why your clothes are better by highlighting how it solves a persistent problem better than what’s already available in the marketplace.
Conclusion
So there you have it. This concludes our two part series on high converting Facebooks ads that you should be testing for your clothing brand. Facebook ads are a fantastic way to get in front of your target audience. Even though there are other emerging social media platforms like TikTok that can work for your clothing brand, Facebook is still a reliable traffic source and should be used as part of your customer acquisition and retention strategy.
Need help growing your clothing brand? Let’s hop on a call and discuss your ambition and growth goals.
