Selling kids clothes is a lucrative choice for any fashion business.
The market for kids’ clothing always seems to hold up well in times of trouble. In fact, in 2017, the children’s apparel market was worth 203.4 billion dollars worldwide.
That’s serious money.
Even when troubling times hint at a shift in the economy, parents won’t compromise on the essentials for their children. That means that if you’re selling kids clothes online, you’re always going to have a market.
The only problem?
The potential of the kids’ clothing industry also means that there’s a lot of competition out there. If you want any chance of making a name for your brand, then you need to learn how you can make your brand stand out from the crowd.
Source: Turtle Doves
Fortunately, we can help with that.
How to Create Facebook Ads that Make an Impact
While there are plenty of places where companies can find customers these days, Facebook is one of the top choices for kids’ fashion brands.
Why Facebook? We hear you ask.
Because Facebook is where you’ll find most of the parents and family members that are looking to buy kids clothes. Although Instagram and other visual platforms have a lot of potential to offer certain parts of the clothing industry, these tools aren’t the best for kids’ clothing.
When you’re selling kids clothes, you’re appealing to mothers, fathers, grandparents, and even aunties and uncles.
These are generally the people who prefer Facebook as their go-to social platform. According to Statista, Facebook is the top platform among all demographics for staying in touch with friends and family.
Another huge bonus of Facebook? 74% of its users are high-earners.
When you learn how to use Facebook, you get access to 1.62 billion users every day. Those people are family-focused, high-earning, and engaged leads for your kids clothing brand.
So, how do you make the most of this platform?
Step 1: Stop Boosting Posts
Let’s start with a crucial tip that we always use when working with brands.
Stop boosting your Facebook posts. Facebook “boosting” might seem like a good idea at first, but it’s a watered-down version of using genuine Facebook ads. Here are the biggest problems with Facebook boosted posts:
- Limited targeted options: You can target certain groups with a Facebook boost post, but your options are limited. There are no layered targeting choices, and you can’t create lookalike or custom audience. It’s much easier to increase ROI using actual Facebook ads.
- No optimization choices: There are no options for optimising your post with Facebook Boost. This means that you automatically focusing on generating comments, likes, and shares. Having alternative optimization options can make a big difference to the outcome of your ads.
- No control over ad placements: Facebook places ads in its platform and partner apps in various ways. While sometimes, allowing Facebook to decide where your post should appear will be fine; other times, you’ll want more control. You can only access this control by using full Facebook ads.
Step 2: Track Everything
When you do begin building your Facebook Ads, it’s essential to have a plan in place for tracking how well your campaigns are going. Running ads without tracking their outcomes is like playing pool with a blindfold. You have no idea whether you’re even facing in the right direction. You might hit something eventually, but you won’t know how you did it, or what to do next.
Fortunately, there are lots of ways that you can gather data with your Facebook ads.
For instance:
- Facebook pixel: The Facebook pixel is a tiny piece of code that you place on the “Thank You” page a customer sees after making a purchase. This code tells you that your customer came from a specific Facebook Ad. This means you can track their journey.
- Google analytics/ Store data: Tools like Google Analytics, or even your Shopify/ WooCommerce store data will give you more information about your audience. These tools can tell you if your customers visited any other pages on your site before making a purchase.
- Spreadsheets: Old-fashioned spreadsheets can help you to work out things like the Cost of Goods Sold (COGS) and the profit margins you’re getting in relation to each campaign.
While collecting and processing all of this data does take work, it delivers huge benefits. You can learn why you’re making money, and what you need to do to make more.
Step 3: Own the Customer
To give you an insight into how owning the customer helps with selling kids clothing, let’s look at a specific case study. Recently, The Graygency worked with a brand called Turtle Doves to help them sell comfortable, stylish clothes to kids online.
Although the brand had dabbled with ads in the past, they’d struggled to generate much interest. When we started working with Turtle Doves, the first thing we did was identify their customers and the buyer funnel. Examining the audience that the brand wanted to appeal to meant that we could find ways to stop them from scrolling and pay attention to the ads. Within the first month, we earned the brand a 512% ROI from a new Facebook Ad strategy.
So, how can you take the same approach?
- Understand your audience: Do your research and learn what kind of customer you’re trying to appeal to. Are you explicitly reaching out to mums and dads? Do you want to appeal to people who have a passion for sustainability, or eco-friendly clothes?
- Find ways to connect with your audience: It takes multiple interactions or “touchpoints” to convince a customer to buy something. A single ad on Facebook isn’t enough. You’ll need to find ways to connect with your audience through regular posts, blogs, and more.
- Invite them to follow you: Invite your audience to like your page and give them a reason to keep coming back. Whether it’s inspiring posts or fun videos, look for ways to make connections when you’re selling kids’ clothes online.
Step 4: Start Retargeting and Re-Engagement
If you’re just starting out, learning how to sell kids’ clothes online, you might have a limited budget. When money is tight, it’s essential to keep your focus on the right customers. In other words, you want to connect with clients that have the most intent.
Reaching out to as many people as possible is excellent. But there’s only a handful of people on your Facebook page that are going to buy something. At the top of that list are the people who have already checked out your products and services.
Use your Facebook ads to reach out to the 96% of people that aren’t ready to buy the first time you connect with them.
If you’re having trouble convincing them to get off the fence, an offer or discount could be just the thing. Free delivery or a free gift with a first order could be an excellent way to boost action.
Step 5: Build Trust With Your Audience
Another great way to boost your chances of sales, is to work on generating trust.
Remember, family members buying clothes for loved ones want to make sure they’re getting great quality. You’re appealing to people who want nothing but the best for their kids. That means that you need to convince your audience that you have something wonderful to offer.
Get to know your clients, using polls and surveys to find out what matters most to them. You could ask for feedback on your customer’s favorite material types. Or consider running a competition that asks people to suggest their favorite new designs for clothes.
At the same time, demonstrate your authority in your space wherever you can. Blog posts, case studies, and even reviews shared by customers will all make you more credible. Remember to make notes and update your buyer personas as you learn new things about your audience.
Step 6: Test, Learn, and Scale
Finally, the last step in any good marketing and sales strategy: commit to constant learning.
Even if you think you’ve unlocked the perfect campaign, and you’re getting the best results, there’s always room for growth. As your business changes and the demands of your customers evolve, you need to be willing to test, learn, and scale.
Pay attention to the results you earn in your Facebook analytics, and use them to grow. With the Turtle Doves brand mentioned above, we didn’t just rest on our laurels after getting good results. We needed to keep establishing the Turtle Doves brand across Facebook and Instagram.
As we gathered more feedback, we adapted our strategy so that we could continue to help the company grow. Take the same approach, and you’ll be selling kids clothes by the warehouse load in no time.
Selling kids clothing online
Learning how to sell clothes online successfully can be quite the challenge. Fortunately, if you follow the steps above, you’ll already have a proven strategy to guide you.
Learn as you go, and don’t be afraid to ask for help when you need it.
If you really want to take your business to the next level, reach out to The Graygency.
We’ll help you to unlock amazing results, just like Turtle Doves
