Sophie Doyle, founder of  The Fable, shares how she leveraged digital marketing to build a multi-million dollar business.

We have never had more opportunities to launch a brand and get it in front of the right people than we do today. From META to digital advertising, retargeting to influencer marketing, there are endless ways to get in front of your desired audience. Thanks to the power of digital marketing, I have sold over 150, 000 shirts since the launch of my brand The Fable. It has helped me get in front of new audiences while reminding my existing audience that we are here.

Here are my top tips for leveraging digital marketing for your brand

Leverage organic growth first

When you are first starting out, you want to receive as much feedback as possible to ensure that you are selling a product that people like and will re-buy. For that reason, start slow. Post about your brand on social media, advertise it to a hyperlocal audience, and then send out surveys so people can provide you with feedback.

Test your ads on a small budget

Once you are confident in your product and you are ready to tell the world about it, create a few ads, do some small batch testing to see what works and then scale from there. It is very easy to blow cash and achieve nothing when it comes to digital marketing. So, set smaller budgets initially, and once you see what works, you can grow from there.  Don’t forget that algorithms and digital trends change frequently, so keep an eye on them so you don’t fall behind.

Understand Meta and Google Ads

There are a lot of agencies out there that can help you with ads. They are not all good, though, so it is important that you understand how to use these platforms yourself if you are going to get cut through. I do all my ads myself.

Set up a Shopify store for your brand

Shopify seems to naturally have great SEO. It is an easy platform to use, and if you ever need help, there are many developers who can help you. Once your brand starts making millions, perhaps you can invest in another platform. However, I have found that sticking with the platform that everyone else uses tends to be best for many reasons

Build your database

Your email list is your most powerful asset, it is also the only one that you “own”. Every other platform that you market and advertise on can change its algorithms, prices, reach, etc. Offer a discount to anyone who signs up to your email database, run competitions, cross promote with other brands. The most addresses you can get on your database the better, so I would make that a priority for any brand.

Another strategy that I rate is to jump on board with retailers who have a big reach. The Fable is now on The Iconic which is one of the most shopped sites in Australia. This allows more people to find my label, and while they do get a good commission, it is worth it in my opinion.

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