Digital strategist, beer lover, mountain biker, family guy. Committed to generating leads and sales for all kinds of small and medium businesses.
I don't think there is a single best way here. You'll need to figure out what works for your audience.
If you're just getting started, I'd focus on two main things early on: quality photos, and consistency. Make sure photos are taken in a well lit place (preferably outdoors, if you don't have a studio). Take photos of apparel on models, not just on the rack. And post something fresh at least daily, and perhaps more frequently if it seems appropriate.
For audience growth and engagement, you could try Instagram contests. I've several different versions of contests come across my feed. Requesting instagram users to comment, repost, mention friends, etc seem to be somewhat common. Just don't get too annoying with it.
Alternatively, you could ask for user feedback. For example, post a split image and ask IG users whether they like the left image or the right image.
I also like the idea of growing audiences through website engagement. For example, in your ecommerce store, you could offer an immediate discount code if the user follows you on Instagram by using a website plugin like JustUno.
I'm happy to discuss more ideas about how to leverage IG and how it can integrate into your digital marketing plan - just request a call.
I also have two friends who are into women's fashion and have a successful following on IG. One is a retailer and one is a blogger. I can share some of their successes with you if you want to connect.
As others have stated, it depends. This jumps way into the tactical side of the answer, but I've had good luck running Facebook ads to custom audiences. But those campaigns were focused on attracting prospects at the top of the buying funnel rather than the people who are actively in the market for the service.
The effectiveness of the marketing channel will depend on the approach. If you're only looking to reach people who are actively looking for your service, SEO and Search Ads would be the most likely play.
If you want to build awareness, attract more leads, and work those leads through the sales process, then a more elaborate strategy leveraging content, SEO, social media, and advertising should be considered.
To convert subscribers to paying members, I'd suggest keeping the focus on how your products deliver value for your customers.
Webinars can assist with this greatly. If you can attract subscribers to a webinar, you can highlight your most popular products and how your paying customers are succeeding when using your products. Then offer a special package, price, or trial offer to convert them into paying customers.
Aside from webinars, I'd be sure you continue to communicate (with email) with your subscribers about the benefits of your products, and how your paying customers are benefiting (succeeding, or solving problems) with your products.
Are you using a marketing automation platform to communicate with subscribers and track their activity?