Western & English Today

Spring 2018

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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SPRING 2018 Western & English Today 11 P e r fe c t Y o u r P ro fi l e Consider a tap on your Instagram handle to be the new handshake. Someone saw something they liked in their feed or was introduced to you by a friend. You only get one chance to make a first impression. You want to make sure that your profile page is representative of who you are. Make your bio count. You only have 150 characters to quickly communicate what you're about and why you're worth following. Remember the "one-link-to" rule. Use your profile link wisely, as it's the only live link available on the platform. You can also stretch your linking budget by using a service like campsite.bio or linktr.ee. Strive for the "Best Dressed" award. We all like pretty things, and beautiful imagery draws us in and tells the story. It can be both fun and effective to work with a talented photographer to create original content to fill your feed. If that's not quite in the budget, there's nothing holding you back from shooting your own gorgeous photos and easily editing them right on your phone. Take the time to ensure that every single post is both aesthetically pleasing and in line with your brand and business. You can be unapologetically authentic and professionally polished at the same time thanks to user-friendly apps like Canva and Snapseed, which allow you to edit your images to perfection. B e C o n s i s t e n t W i t h Y o u r T a r g et Au d i e n ce People like people they can depend on, and being in front of your audience consistently will keep you at the forefront of their minds when it comes time to make a purchasing decision. Also, consistency is not synonymous with constancy. You can easily manage an effective content strategy posting once a day or even once every other day. e focus needs to be on quality imagery and captions that speak directly to your target audience. Keep your feed purposeful and use your stories to fill the time in between with fun glimpses that take your followers behind the scenes of your business, allowing them to get to know you and your brand on a more personal level. Speaking of your audience, another easy trap to stumble into is focusing on an audience that is too broad. ere are volumes of clichés to reference (and you've probably seen most of them online), regarding the imminent dangers of trying to be everything to everyone. Targeting your core consumer can feel a little scary at first—because, of course, you want to attract as many people as possible. Keep in mind that narrowing your focus will help you create a stronger connection with the right audience, as opposed to a lukewarm presence with the masses. Additionally, targeting your message only refines who you are speaking to directly. It puts zero limits on the people you're happy to make your customers. A couple hundred raving fans who want exactly what you're offering are far more valuable (and beneficial to online sales) than a couple hundred thousand that are just mildly interested. Create hypothetical friends. Spend some time thinking of one or two specific customers who are representative of your target audience. Give them names, hobbies, families, lives, and then pretend you're speaking directly to them in every single post. Map out a plan of attack. Setting aside just a little time each week to sit down and plan what you will be posting for the week — and when — is a great way to ensure that you're offering diverse yet cohesive content that tells the story of your brand. And it takes the guesswork out of your consistency game. Leverage a service like Plann or Planoly to schedule your content and master your grid layout at the same time.

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