Sell more lingerie with these (5) zero-budget marketing ideas and strategies.
I love lingerie!! And I enjoy seeing my babe in it. It makes her feel super sexy.
She loves it even more when I rip it off two seconds after seeing her in it.
Before we get stuck focusing too much on what’s not the main reason for this write-up, let’s get back to the main topic.
Sully wants to acquire more customers for her lingerie products.
But she has a $0 Marketing Budget.
And wants to do social media marketing.
So she reached out to me for some $0 social media marketing ideas and strategies she can use to sell more of her lingerie products.
But I couldn’t reply her last night. So I wrote this article for everyone selling lingerie products to learn a few things.
Not everyone is in a position to spend money on marketing. It could be you’re a small business or a solopreneur or your cash flow is tight right now.
Now, let’s get into it.
Attention is not free. That’s why marketing exists. Without attention you don’t get anywhere. This is why businesses who don’t invest in marketing will always lose to those who do.
But If you want your business grow without a marketing budget, you’re going to have to set aside time and know people.
Market your business by these 5 marketing ideas. And I’m sticking with solopreneurs that sells lingerie products for now.
- Reach out to newly married women/couples
“After the excitement of the wedding day and settling into marriage, couples will often find that the quantity and quality of sex will take a downturn,” sex expert Nikki Ransom-Alfred says.
This is clearly the last thing any woman wants. She doesn’t want any post-wedding downturn.
But, once married, some women stopped being sexy. I can’t find you sexy if you always dress like a deeper life member. Wear something that makes you feel sexy. It’s all linked to emotional desires. And I see so many married women looking like oldies and funny enough they are quite young (below 35). They do not keep their figure, shape and dress sense intact. This is not meant to be so. One thing about men is that we are moved by what we ‘see’, if it is no longer visually appealing then Guinness ultimate search begins.
Nowadays, most newly married women are thinking of how to spice up their sex life in my marriage! They want to remain sexy in the eyes of their significant others. As a lingerie seller, you’ve a role to play in making this a possibility. Married women WANT your products.
There is a conversation that is already going on in their mind.
How can I have better sex?
How can I remain sexy?
How can I look young forever?
What can I be wearing to keep my body parts in shape?
You can be the answers to all questions cropping up in their mind.
So, you’ve to be a good social listener. Social listening is basically monitoring social media channels for mentions of your brand, competitors, product, and more. This will give an opportunity to track newly married couples, analyze, and respond to conversations about them on social media. Let’s assume you’re using Twitter. Go to Twitter search. Put the words. Try different key words — ‘happy married life’ ‘Nigeria wedding’ ‘Lagos wedding’ etc. You’d see hundreds of tweets. But you can’t reach out to everyone. You should be very picky about who you message.
When you have a list of some newly couples, send them messages that connect with them and tell them how good lingerie is the mark of a bold and confident woman, lol. Make it stick in the mind like something they really need to look sexy, hot, stay confident and keep body parts in shape. Then, expose them to what they need to do to get your lingerie.
Sit back and watch things fall in place for you and your audience. No woman would like to see her man feeds his eyes on other men’s sexy wife’s.
- Reach out to your influential friends to amplify your ACTION content
If your influential friends share your action content, it could potentially lead to more lingerie sales, exposure, and more social media followers. I am not talking about posting stock images oh.
Talking of “Action” content. Photos or videos of your followers “in the wild”. Could be a picture of your customer wearing your product. Or a video of your customer seducing her significant with your products. People like human-businesses. I do. I love seeing real people. When I see you guys posting stock images of lingerie, I often think you don’t have the product.
Something like these IG posts below.
You don’t have money to pay influencers. But you sure have friends. Friends who use organic channels often. They are your influencers. It’s a win-win situation. Their followership will also grow!
The majority of their followers won’t convert to sales, but followers are certainly a more qualified audience than randos. More followers = a wider funnel = more sales, especially for influential folks.
PS: don’t post a video or an image of your customer in the wild without their approval/consent.
- Single people are also your target audience
Single women certainly face some social sanctions when it comes to lingerie buying. People think they shouldn’t be buying lingerie because they are not in sexual relationships.
So, you’re one of the people who think single girls don’t buy lingerie? They don’t wear brassiere, panties, night dresses (from sexy lacey ones -to- cotton Angry Birds ones), stockings, shape wear?
It’s a popular misconception that lingerie are only worn to spice up your ‘intimate relationship’ when in reality lingerie have several types which serve different purposes. They make for great bed time garments, there are shape wear which are worn to keep the certain body parts in shape they are also considered as lingerie so, women’s lingerie for all kinds of different purposes which means that it doesn’t exactly concern their relationship status.
Even if they’re not in a sexual relationship, sell them some lingerie to flex on.
- Embrace Size inclusivity
Size inclusivity is one important theme in you can have in your strategy. Build social media content around it.
I love how Savage X Fenty, a lingerie line owned by Rihanna has embraced size inclusivity. It is a vitally important issue affecting all genders, body shapes and sizes.
Some common bad practices I know:
- Separation of “Petite”, “Tall” and “Plus Size” clothing from “Standard”-fitting clothing — both online and in-store.
- A much more limited range of styles and collections, representing the “Non-Standard” sizing.
- Inconsistencies in same sizing, across different brands and stores. Why is it that a women’s size 12 at one retailer, is different to that, at another?
- The choice of online model photography, which often tends to favor portraying women with slimmer figures and men with a more muscular build.
If a BBW contacted you today for some plus size lingerie products, would she get them from you?
This is a niche market you can be serving. It would give you edge over other local online sellers. A competitive advantage.
- Oga, do giveaway
As a soloprenuer, sometimes you can do give-away: Promo, discount sales etc. Not saying you should build an audience of freebie-seekers.
Give FREE value! This doesn’t mean you won’t attach some “paid value” to your products. Give-aways and promo offers is like a bait. It lures your audience to you. And they can get to experience your product or service.
Once you have got them to experience your brand, they’ll keep coming over and over again. That births clients loyalty.
But when giving a ‘FREEmium product’ don’t try to drop your standards just because it’s free, still keep your quality. Don’t giveaway low quality products.
It’s better not do it at all, than to attempt it and drop your standards. It will affect your brand image.
- Capitalize on existing moments
You can capitalize on World Cancer Day. This can make space for survivors to feel SEXY and tell their stories.
Body positivity isn’t just about weight or skin color. It’s nice to see brands waking up to this. Rihanna’s Savage x Fenty understands this and they’re killing the show.
I want to see more brands celebrating skin positivity too.
A simple, on-brand message that aligns to Rihanna and the product. Strong product placement with a story that resonates with every woman. A great example of culturally-aware advertising and messaging.
Just find a moment you can capitalize on. And let people tell their stories through you. Cool, right?
That’s all folks. I hope you found this useful. Massive thank you to Sully for asking this question. I love her lingerie products. If you’d like to get some beautiful lingerie for yourself or your significant other, I couldn’t recommend her more. Get in touch here.
Over and out — Lolade
