I’m very excited to have Graham Ross, founder of The Greenest Tee Kusaga Athletic to share his experience on online marketing for a startup!


All Startups and young brands have limited budget, so how do you go about it?

Budgets should reflect value for money – so what I do is look for the biggest bang for my buck! Interesting and engaging content can be created very cheaply. Social media channels are free, there are plenty of free graphic apps and stock photo sites that can help you make high quality engaging content.

I start with the question “Who do I want to attract, where they are and what are they looking for?” before thinking about how much money to spend or how much you might need.

Ask yourself where do your customers hangout online, how do they like to be spoken to and then tap into your inner creative genius. You also need to decide what are the metrics that will help you understand your marketing impact – did you increase followers, comments, likes, sales?

Another thing to consider is business model. If your model is based on low margins and high turnover then you might need a highly visible marketing campaign to attract as wide a market as possible. If you have some headroom in your pricing structure, then you can aim to be more targetted and spend on areas you know will deliver a return. Whatever your situation you’d be crazy not to use free channels to test product ideas, marketing concepts and other initiatives to attract customers. It’s all about validating your customer knowledge.

What kind of SEO strategies didn’t work and what worked for you?

Some of the things I have learned is that there are some basics that everyone should address for SEO, having site maps make it easier for search engines to see how your content is arranged on your website. If you use images then add captions and detailed descriptions that include your targeted keywords.

Search engines love new information, so refresh your content regularly – blog, news, articles. Ensure you create search friendly URL’s, the aim is to that make it easy the user to understand what your page is about – for example:
www.yourwebsite.com/blog rather than www.yourwebsite.com/278934.

Identify your keywords, the terms that people search for, those topics that are relevant to your business. Another tip is to use keywords as hash tags in your online marketing campaigns. This will help you attract new followers who are searching for your terms but also help you discover other accounts in your niche that you can then engage with.  For example, I use #sustainable #sportswear #thegreenesttee for my brand. As businesses grow and mature, some keywords become redundant and it’s time to discard them and bring new terms into our social media portfolio.

What are the 3 best ways to use Facebook marketing?

Facebook provides a huge customer engagement opportunity for any business. The positives are easy to list, the platform boasts a global and active audience, you can target these users by demographics, geographic location or likes and interests, plus the cost of conversion can be relatively low.

There are some negatives to be aware of based on my experiences. If your campaign is set up incorrectly, you might see little return on your investment leading to budget overspend as you chase sales. Also, be careful to target the right market segment – setting a wider net here might be best as you begin to test the market. This might seem obvious but you can get caught out, take notice of time of day and days of the week your customers are online. It’s a waste of money to have ads going live when your audience is asleep!

The best Facebook marketing is really just what works best for your business. Again, test, test, test. Facebook gives you plenty of tools to track the engagement of your campaign so it makes sense to try things.

Pictures and Video work really well on Facebook, images get more views, likes and noticed. Images and video cut through the clutter on news feeds, so find visual ways to showcase your products.

Lead generation is sometimes missed by new marketers and business owners. By adding a call to action to your ad, you provide customers with the option to engage further with you. It can be as simple as a sign up for a newsletter or more targeted with a link to for a quote, to download content or get a discount code for further purchases.

Should you grow your Instagram and Snapchat followers naturally or use outside help?

Owners should use their social media platforms to engage with their customers and promote their product to others. Remember, it’s better to have 100 followers who love what you do than 1000 that don’t care!

If you are aiming to grow an active follower group, then focus on creating content that is highly relevant, content that leads to people sharing or commenting. This engagement will provide a terrific opportunity to respond to your audience, you can get a conversation going that leads to a deeper understanding of what they want from you. Don’t forget to comment or like photos on other pages that have similar interests and niches to you or your business.

Remember to be relevant!  Post from places or events of interest to your community. Try to be immediate or even live with your posts. What works best for me is matching our posting times with the times my community are most active. Be  aspirational, innovative and knowledgeable!

What do you think is the best tool or platform for you to get traffic to your site and get good conversion?

I don’t think there is one right platform. If all your customers are on Facebook then that’s the best tool, for others the best tool might be instagram. Play to your strengths, if you are selling products that look good, target sites that will showcase pictures like Pinterest and instagram. If for you the message you are conveying needs more script then use blogs, facebook and your website, these will help you deliver greater engagement. Our phones are now amazing recording devices, you can create live chats, live events, behind the scenes videos for snapchat, periscope and instant messenger apps.

Generating traffic from your social media to your website won’t necessarily create conversions, for that you will need a website conversion strategy.

Graham, thank you very much for your sharing!

Graham Ross

We will be sending out this report about two weeks.  If you have any ideas for articles, or you want to give us feedback, email me at vincent@thefashionknowledgenetwork.com.  If you need help to grow your brand please email me as well! I’m glad to give you an hour of my time FREE to help your with your problems!

Stay inspired!

Vincent Djen

Share This