We're a British luxury athleisure brand for men http://xavierathletica.com, and we've been very lucky with PR (GQ, Mens Health, Dow Jones Market Watch, inflight magazines etc). In part because Daniel Craig, Samuel L Jackson & Rupert Friend have our kit but also because we don't use sweaty man made fibres or use your chest as a billboard.
Here's the thing though, we love love social media but our market doesn't. They are successful men who work hard to earn good incomes. They are cash rich and time poor. Some follow Twitter for news and work related info but they don't tweet. They read financial/trade/professional publications.
We're not for the technical sporty types, nor the body builders but rather the active, keen to stay in shape types.
So does anyone have any suggestions as to how we can utilise social media?
If you want to continue with social media marketing, despite your audience not being there, I suggest being more picky with what you are posting - and where.
Google+ generally has excellent presence in search engines, so if you post an update there, it will have the best chance to be found by your target audience when they go to Google searching for a solution. So obviously your content needs to bring benefit to their busy day - think how can your product solve their problem - tailor your strategy around it - and make sure you create short to the point content and link to your specific product that can solve your customer problem.
Let's say someone is looking for a breathable top to wear after a squash match - link your post to the product page, instead of the whole collection. You are dealing with busy individuals, who will appreciate making their lives / buying process easier.
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