5 Proven Content Marketing Strategies You Can’t Ignore

Is a video worth 1,000 decorated-apparel orders? Jonathan Ornelas, owner of Success Print Shop, thinks so. On the regular, he shoots short videos of his screen-printing process and posts them to Facebook and Instagram to connect with customers and prospects.

“We show how we decorate t-shirts, and that we’re experts,” Ornelas says. “Our customers can also see that we love what we do and have a lot of fun.” For example, he plays his team’s favorite music in his videos, like Vistas’ song “Like an American.” 

“These days, the most human company wins,”

– Marshall Atkinson, Owner of Atkinson Consulting

As a result of the pandemic, 7 in 10 (69%) CMOs asked their staff to get more active online to promote their company and what it offers. And it makes total sense: Half of U.S. consumers say they’ve spent more time taking in online content this year, according to Media Frenzy Global. Buyers are also looking to brands for inspiration. That means many companies are making their messaging and content strategy their highest brand-related priority. Are you?

The most important component of your shop’s messaging is to be human first, according to Marshall Atkinson, a decorated-apparel business coach. “These days, the most human company wins,” he says. “Are you showing your vulnerability? Emotions? Victories? Defeats? People respond to other people, so inject some personality into your marketing. We all like smiling faces.”

The great news is that It’s not too late to kick your content strategy into high gear for 2020. Here are five ways to dive right in.

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Overcome These 4 Fears About Selling Apparel Right Now

When Howard Potter, CEO of Utica, NY-based A&P Master Images, first started his decorated-apparel business, he operated from a 15-foot-by-15-foot room in his house. “In the beginning, I sold apparel mostly from catalogs and ordered samples to show customers only when I needed them,” he says.

As his business grew, he increased his showroom space—from 8 feet on a wall, to an 8-by-10 area, and then to a large 20-by-20 showroom. “We created a better layout and experience for our customers to view products,” Potter says. “But when we didn’t have tons of space to show actual garments, we didn’t let that become a block to stop us from selling.”

Potter focused on a couple of things: showing clients the most popular and effective mid-level and up styles in a variety of colors, plus recommending apparel and decoration unique to each client’s needs. “We want them to know that we aren’t trying to make them look like everyone else,” Potter says.

Many distributors and decorators, who’d like to sell more apparel, need to overcome their fears about selling it (even more so than overcoming their customers’ objections).  Luckily, we’re here to help you get past the four most common challenges we’ve heard about.

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