Whether you love or hate the Kardashians, you’ve got to respect their hustle. Over the past eight years they have dominated reality television, the app world, and social media.
Their diet supplements, clothing lines and fragrances sell out in minutes. They can earn as much as $25k for a single tweet, $200k for a store opening or club appearance and their recent deal with E! will pay them $80m over three seasons.
How did they do it and what can we learn from them?
1. Determine Who Your Customer Is: You can’t be all things to all people, so figure out who your target customer is.
One of the beautiful things about the Kardashian brand is how the sisters appeal to different demographics.
Kim is the stylish one. Khloe wins over weight conscious women. Kourtney appeals to mommy bloggers. Kylie and Kendall appeal to teens, etc.
Figure out who your ideal customer is and focus on them.
2. Use Social Media To Connect With Your Customers: What social media sites have you had the most success with? How are you growing your following?
No one is better at using social media than the Kardashians. It has helped them remain relatable. Can you imagine Jennifer Aniston or Angelina Jolie posting a dozen times a day on Twitter? Nope. That’s also why they don’t have the rabid social media following that the Kardashians do.
Kim alone has 30m followers on Twitter, 25m on Facebook, and 46.9m on Instagram. The Kardashian sisters are 5 of the top 20 most followed people on Instagram!
Part of the reason for their success is that they always stay true to their brand and they use tactics, such as product giveaways, to engage their fans.
What are you doing to engage your followers? What are you doing to grow your following?
3. Pick Your Digital Destination: Where do you want to drive your social media traffic? Do you want your followers to go to your website, your YouTube channel, your online marketplace?
Last week the Kardashian sisters released a set of four lifestyle apps, which offer more in-depth versions of the social media content the sisters post to their Instagram, Twitter and Snapchat followings. This will give them more control over their content and a larger percentage of the profits.
Where do you want your followers to go?
4. Sell Something: OK, you’ve got a following and you know who your customers are, now it’s time to sell them some stuff.
Remember the Kardashians first retail store, Dash? I always thought that was genius. It was like a gift shop for their fans. They haven’t stopped selling since: Whether it’s their own clothing lines, cosmetics, housewares lines, apps, etc. they’re always selling something.
Remember that you are in business to sell something.
Even if your goal is simply to get your readers to subscribe to your newsletter, you still need to “sell” them on why they need to subscribe.
What is the benefit for the reader to sign up? What will they lose by not subscribing?
5. Give Them What They Want: Figure out what your audience likes and keep giving it to them.
Whether it’s a picture of Kim’s ass or a story about Khloe’s breakup with Lamar, the Kardashians know what their customers want and they give it to them over and over again.
Have you ever been to a concert where the band plays a bunch of songs from their new album, instead of their hits? It sucks.
Play your greatest hits.
Look at your most popular content and give your audience more or it.
Whatever you think of the Kardashians, you’ve got to hand it to them; they are marketing geniuses. And let’s not forget who the richest Kardashian woman is: it’s not Kim or Kris; it’s Caitlyn, who’s worth approximately $100m.
Hopefully she’s picked up more than just makeup tips from her girls.
What do you think of the Kardashians? Are they shrewd businesswomen or are they just lucky to have been blessed with good looks and a calculating mother?