15 Jun
Article content
Facebook is the great democratizer of small businesses in Kazakhstan. This social network allowed fashion entrepreneurs across the country to create a business page, turn on the camera, go live and start selling. While some get immediate success, many face an uphill battle on social media. And despite their best efforts, they aren't gaining momentum or getting closer to their goals.
Knowing your target audience in Kazakhstan is one of the main keys to success
One of the biggest challenges facing business owners from Kazakhstan on Facebook, is that they are not selling to their target audience. There is so much diversity in the fashion world, but many business owners in Kazakhstan Are afraid to put their "flag" on their particular expertise and style. All the boutiques and online stores in Kazakhstan use similar design, the same message, the same positioning and the same posts. To the customer, it looks like 30 boutiques that look the same, sell the same things and have the same fashion point of view. You have your own opinion on fashion and style, that's why you opened your boutique in Kazakhstan or online store. Don't be afraid to find products that really express your unique point of view on fashion.
What many business owners don't know is that the more an image or piece of text is used on Facebook, the less original the content is. With each subsequent post, the content becomes less and less shareable because it has generally been used too many times on the platform, and Facebook imposes a certain "anti-plagiarism" filter. Eventually, that image or text gets flagged as spam. Store owners in Kazakhstan then wonder why their posts are not generating interest, reach and sales.
Not all publications should and can sell right up front
You have a great atmosphere on your page, great logo and good branding. What you lack is the "social" part and social selling. To determine if this is your problem, go to your Facebook business page (or group) and scroll down. If most (or all) of your posts are sales related, then you're not utilizing the real tool that makes social media work.
For most business owners in Kazakhstan, there are two ways to promote their business: money or social media. Money means that you have a huge marketing budget where you run huge campaigns with promotional activities articles etc. When you grow in this way, you should have a website that just sells head-on and does nothing else because you use that bigger budget to increase brand awareness, knowledge and trust.
As a social media seller, you don't have the budget to hire a big marketing agency to set everything up so you can just make the sale. You could also say that when you spend so much money on advertising, you need a service to support the customers that come with the main product. So it's not just advertising money, you also need money to store the product for fulfillment.
Therefore, you should use the second option - social media and your personal activity. For social media, you have to be social. It is crucial to work on building relationships, talking about your life, letting the audience get to know you. You should use your personality, your point of view and your style to stand out among other boutiques in Kazakhstan or business pages.
Most boutiques have pages that look the same as everyone else's, which is why they see low engagement and sales - they merge. This is very common among business owners in Kazakhstanthat do that. It's very rare to see someone who doesn't design their page in a template way.
Use the right keywords in your content natively for each segment of your target audience
Use nouns and adjectives to match your content with people who have the same interests and are likely to have something to do with your referral.
What happens when you write posts with keywords is that you activate the interest of your target audience. Up until now, the only active members of your audience have likely been your 3% loyal fans and maybe your friends and family. That's why you'll often find that the same 20 people and commenting on your content. Once you start generating content with keywords, you'll attract different parts of your audience. If you later post a sale, those people will now be added to the group with a notification, expanding your audience.