Marketing strategy
Before actually launching his store, Melvin spent a good deal of building an audience on Instagram. "Hands down, Instagram has been the greatest in terms of ROI on every dollar spent," notes Melvin In three months, he's managed to build over 130k follwers on Instagram and find 'loopholes' to untilze Instagram as a go-to chanel for building an e-commerce business.
Melvin analyzed Instagram content and shared what is already popular, such as clothing with humorous hipster quotes. He then retargeted the traffic he received from Instagram over to facebook to further push the target audience to make puschases.
Instagram posts combined with relatively low-key calls to action such as "Tag Someone Who Would Wear This" boosted Melvin's store engagement and reduced advertising costs, which in turn allowed his Apparels Co.company to quickly build momentum.
Melvin goes on to say that new store-owners must quickly learn to speak the same language as their customers. The first thing to do is establish a voice or theme for the business, as well as shaping the right image before anything else. He notices that many e-commerce startups are trying to speak too many languages to a poorly defined audience, which only serves to confuse the customer and fails to make a store stand out in a crowded market.