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The 6 Marketing Principles Every Fashion Blogger Needs in 2015


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In my first Fashion Blogger Education column on IFB, I want to set realistic expectations from the start.

While I’d love to be the blogging coach who helped catapult the next Blonde Salad or Gary Pepper into the blogosphere, my goals are much more modest. I’m not here to teach you how to become among the one-percenters in the fashion blogging world (although I am willing to take full credit if I do! ;-)). I’m here to help increase the number of fashion bloggers who make a living from their blog.

I want to help you quit your dead-end 9 to 5 rat race job or leave your over-exhausting, under-appreciated career to enjoy a comfortable salary from writing on a topic you're passionate about: fashion!

I want to increase the paltry 14% of bloggers who earn a salary from blogging, and maybe even  increase the average annual salary of $24,086 (which is extremely close to median wage earned by an American of $24,695).

I want to increase the number of bloggers and the amount they earn: the majority makes less than $1,000 per year.

Realistically speaking, this column is designed to help increase the number of fashion bloggers who make fashion blogging their chosen career. Becoming a full-time fashion blogger is more attainable than you think. 

Diversified Revenue Models

Of great advantage to fashion bloggers is that their income is not drawn from display ads or affiliate sales alone. Fashion bloggers (like many other blogging niches) make money via brand partnerships, sponsored blog and social media posts, appearance fees, commerce and other methods that are grossly underutilized in the fashion blogging industry. However, the most underutilized of all is internet marketing.

The 6 Internet Marketing Principles All Fashion Bloggers Need to Apply in 2015

1. Content Marketing

This is the art of writing high-quality, unique, actionable and usable content. Many fashion bloggers are photography-rich with minimal written content compared to their food, travel and DIY blogging counterparts. If fashion bloggers begin to write more, they will have an advantage. Content remains king on the Internet when applying search engine optimization techniques beyond the social media buzz of the beautiful photos. I feel so strongly that this principle should be applied for fashion blogging that it’s the debut Blogger Building Blocks training kit, “How to Create Unique Blog Posts Fast and Easy.”

2. Influence Marketing and Reputation Management

We know the top one-percenters in fashion blogging because they work hard to establish their credibility as authorities in a specific niche. The best way to establish your credibility is to find a sub-niche within fashion blogging. For example, Heidi writes for working women, or Andrea of PhDFashionista writes for graduate students and more specifically for lab-microbiologists. I feel equally strongly about this topic, and it will be June’s Blogger Building Blocks training kit, “Establishing Credibility as an Authority Blogger in Your Niche.”

Many top influencers have publicists, agents and managers to help maintain their reputations online and offline, but how does a one-woman-blogger-show do it? Think beyond the “hype” of the “best” social media channels and think: LinkedIn. Yes, my age may show by this recommendation, but it’s due to the fact that LinkedIn is a professional network that chronicles your career and can help establish your authority regardless of your industry. Pay particular attention to 3. Email Building

This is the number one area where I see fashion bloggers can capitalize on almost immediately. Rarely do I see an email opt-in option on fashion blogs—an email RSS feed option doesn't count. I’m referring to a full out email management and autoresponder system. To stress my point, stay tuned for a full column on this topic next week!

4. Ecommerce and Online Shopping 

Both are predicted to see its biggest growth in 2015 and mobile sales should surpass desktop sales this year as well. A number of fashion bloggers have online shops, but ecommerce is definitely a labor of love. Physical products are difficult to design, source, warehouse, drop, ship, process, etc. This is why infoproduct development is a viable option for fashion bloggers (and all bloggers), and something I will focus on in this column and on our blog and in Blogger Building Blocks.

5. Video

2015 was supposedly the year of video given the rise of Vine and Instagram in addition to powerhouse YouTube and to a lesser extent Vimeo. My bias goes to Chriselle Lim’s channel. While doing research (work excuse), I can get lost in her videos and often find myself re-watching them to catch all the nuances of fashion vidoeography at its best (work hazard). Heidi Nazarudin and I have been heavily exploring video for The Ambitionista brand, so keep your eye out for case studies, examples and lessons learned along the way.

6. Podcasts

While a steady and slow upward climb, podcast listenership doubled since 2008. So, an astute tortoise can and should win the race! If you’re looking to carve into a trend and become an authority “voice” (literally) before I can share my helpful tutorials, you definitely should explore modes of fashion podcasting today.

I am eager to have you weigh in! Please share your thoughts, experiences and questions below. See you next week, same time and place!

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About The Author

Ponn Sabra has been a freelance journalist since 1995, and ultimately became a bestselling author and professional blogger in 2005. As the co-founder of Blogger Babes, Ponn teaches female bloggers how to profit from their passions to live the life of their dreams. Ponn's primary job is homeschooling her three teen daughters (also bestselling authors and pro bloggers) as they travel the world. Sleep-deprived, Ponn dreams about finding more time to sleep just so she can dream more.

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17 Responses

  1. Ania

    Great post! Very informative. I subscribed to Building Blocks and its astonishing how much great information you are getting for such a wonderful price. I will be reading this column and learning from Blogger Babes every month.
    Thank you for sharing your expertise!

    http://www.stylecharmer.com

    Reply
    • Ponn Sabra

      Hi Ania, this is incredible news, thanks!

      And, even better for you–this column will be written weekly–every Monday–not monthly. 🙂

      So, if you ever have a question, we’re here for you.

      Reply
  2. Brooke

    I see many bloggers using videos and podcasts and have considered making some myself to help diversify my content and build my audience. I also agree that you have to think about your blogging career from many different approaches. You have to be aware of what image your projecting with comments and other avenues outside of fashion blogging. Great post!

    Reply
    • Ponn Sabra

      Hi Brooke!

      Wonderful observation, and I totally think you should go for it! Just give it a try, you never know you may just be a video or podcast-natural! 🙂

      And, thanks; happy to help!

      Reply
  3. meloever

    Six super important points, and how!
    As for the issue of more content, relamente makes all the difference. Even the personal style and what more calls, more content has its trump card ..!
    Kisses and excuse the English evil, something I have to look in 2015 too !!! kisses from Brazil :): DE this is my school, our – nothing that I know can not learn a little more here always ehehe: *****

    Reply
    • Ponn Sabra

      Hi Claire.

      You’re welcome. Please report back your little and BIG successes! 😉

      Reply
  4. Lina Bracky

    I feel this article was godsent, thank you so so much! YOur intentions are noble and inspiring. Please check out my posts on LindkedIn. hope to connect.

    Best wishes and good luck to all!
    Lina

    Reply
  5. Adrian

    Wow! This post could not come at a better time. I am trying to take my blog to the next level and this was great advice. Thanks for sharing!

    Reply
  6. Anita Utami

    These 6 principles are gems, not only for fashion bloggers, but for all other bloggers too. Wonderful post! I am looking forward to learning more from you. I am proud to be a member of Blogger Babes 🙂

    http://OneSleepyMommy.com

    Reply
  7. Miss City Chic

    Awesome tips… i am curious to see how and if bloggers begin to implement podcasts! misscitychic.com

    Reply
  8. Sheela Goh

    I’m particularly keen to see how Content Marketing evolves, and by this, I mean quality pieces with proper structure and flow, not the short, scrappy sentences which often accompany the more lookbook-esque blogs. And that certainly came off as sounding exceedingly envious!! 🙂 I’m not, pinkie swear, it’s just that I tire of flipping through countless (albeit stunning) photographs in blogs that appear identical to each other. Once the novelty has worn off, what keeps me returning is a good read and sadly, not many blogs offer that. And videos, yes, a space once dominated by beauty bloggers. It’ll be truly interesting to watch how other players utilise this tool. I’m already seeing some visual whirls and twirls of #ootds on Instagram so this ought to be fun 🙂

    Reply