Target Audience
At Sho Fairy, while we work to serve all of our customers, our ideal audience are women 18-24 and 28-34. These women are educated at the college level and are students, stay-at-home moms, or workers. This type of background will give them the means necessary to buy our products that range from inexpensive to slightly more expensive. Our target is also interested in:
- Shoes
- Fashion
- Clothing
- Style
- Online shopping
Our ideal customers are located on Facebook, Instagram, Twitter, Snapchat, Youtube, and Google. We have decided to challenge ourselves to be present in the same places as our target. However, due to our ability of leveraging the different strengths that each platform has to offer, while also balancing our resources, we have decided to focus on finding our target on:
- Youtube
Furthermore, each of these platforms are very different in all aspects of its design and content. Therefore, we will be using messages on each site that are relevant to that specific outlet. This will effectively pull readers in so they will click on our content and follow our provided call-to-action.
Keywords
We have also worked to identify keywords that can be used to most efficiently attract our target audience through organic search and paid media. The words will help us quickly connect with potential customers who are searching words that are similar to what we do at Sho Fairy. These words are:
- High heels
- Women’s fashion high heels
- Women’s high heel brands
- Unique fashion shoes
- Women’s fashion high heels with ankle strap
- Women’s high heels and knee pain
Types of Content
Each of the social media outlets that we are using to reach our customers are very different and require types of content that will resonate with our audience. After researching the best types of content to use on each platform to build loyalty and engagement, we have identified the best content for each source. This type of inbound marketing is a way to focus on helping people by becoming more customer-centered which is important since buyers have all of the power. Each platform will feature content that is personalized, helpful and relevant.
On Google, we will be posting engaging advertisements that quickly show off our beautiful shoes. This will be used to promote paid-posts. We will use the effective targeting tools that Google has to offer in order to successfully reach the groups of people that we want to. This will help give us the most effective reach and engagement possible for our advertisements.
On Facebook, we will be posting short blogs, short videos, advertisements, and short engaging posts about our products and company. Because Facebook is not the place to post longer types of content our posts will focus on staying short, concise, and will get right to the point. This will engage readers while also exposing them to Sho Fairy.
Instagram will be used for posting fun stories, live videos, carousel pictures, boomerangs, 15 second videos, and these will all highlight Sho Fairy’s shoes and products. Instagram is great for showing off colorful graphics and fun images. Therefore, our content here will be bright and exciting to pull readers in.
Youtube will be used for longer videos allowing customers to see our products on a deeper level by exposing them to stories about our brand and shoes. Youtube is where we can post longer videos which is great for showing off our products and company in a more detailed way. It will expose them to our company culture which is important to inbound marketing. This will be extremely beneficial for building relationships with them and our company. Building these types of connections is also an essential part of achieving successful inbound marketing.
Twitter will be used to communicate our brand’s personality and reputation so we will post short engaging messages and attention grabbing pictures. This platform will also be used to engage with customers regarding any questions or comments that they may have about us and our shoes.
Blog Ideas
To attract readers and customers we have crafted three potential blog ideas that will help promote our brand and sell products. The first blog post will be called, “Hey There, Let’s Get To Know Each Other. ” This blog will focus on giving the customer or reader the chance to get to know:
- Sho Fairy
- Our Team
- Our products
- Our story
We will tailor this post with the goal of creating and establishing a relationship and connection with the reader by exposing them to our mission and goals. This will serve to attract readers because they will want to get to know us and see what our new company stands for and has to offer. This will help our company because if our customer base grows, then so do we.
The next blog will be called, “How Can We Help You Sparkle.” Here, this blog will take readers through some of our most exciting customer review stories that also show the shoes they love. This will be paired with an explanation from Sho Fairy about:
- The shoe that is being highlighted in the story
- How that specific product was designed
- How it was crafted to meet that customer’s need
This blog will be important because people trust other customers’ reviews and it will attract them because they will want to hear what other people have said about us. It will be a powerful post that will aim to show the public how great our products are from the mouths of the people who have tried them.
The last idea for a blog will be called, “How Can You Stand Out This Season?” This blog post will feature our newest and trendiest products in addition to photos that show our fashionable models wearing our products in multiple settings such as the street, restaurants, parties, and work. This will attract readers because they will want to see the new styles we have to offer and how it will help them stand out and sparkle. This post will be fun and creative in order to catch the public attention with our eye-catching shoes and words.
Content Offer
One example of a content offer that we will provide following customers providing their name, email and phone number will be access to a demo of our newest shoes. After our posts our call to action will be, “Click here to be the first to know about our exciting products and promotions.” This call to action is essential to our inbound marketing process because these contacts are the center of our future marketing, sales, and service strategy. Our call to action will be followed by two supporting sentences that will help grab their focus will be:
- By staying up-to-date you will gain access to exclusive offers and a first look at our newest and trendiest shoes.
- You will be the first to see the sparkle that our newest design has to offer.
Once they complete this step and begin a relationship with Sho Fairy, they will gain access to a short video with creative and fun graphics. It will show a model talking about all aspects of the shoes from our new line along with a video of them wearing and walking in the shoe to show customers how it really looks and feels. Acquiring this information for new contacts, will help us create an alignment and consistency with all parts of our inbound strategy. Furthermore, this will be the final step in the process of attracting and converting potential customers.
Kimberly Verduzco Digital Strategy 