So, you think designing and manufacturing your clothing is the hard part of starting your own fashion business? Think again. Once you’ve managed to navigate the sometimes-treacherous paths of launching a new clothing brand , you then need to promote, promote, promote to start selling.
In today’s online world, digital marketing and promotion will be key if not the entirety of your marketing directive. Here, we take a look at how you can promote your new brand using online resources.
Obviously, you’re going to need a website. However, this process shouldn’t be overlooked as quick or easy because, as the online window to your brand, your website is the most important factor to get right when promoting online.
So, you’ve bought your domain name and set up server and email hosting, but now what?
You need to plan how much of the website set-up you are able to do yourself and how much of it you will need help with. Going into a website set-up, you will need to consider some key aspects, which include but are not limited to:
- Web design
- Photography/Photo Editing
- SEO knowledge
- Google Analytics
If you decide to start this process without a professional web developer to save money in your budget, you will need to research e-commerce store options. Here, you can build a site for your brand using a template platform, built for those who do not have skills in coding . Look into the below companies to decide if this is something you are able to take on.
With these companies, you can create professional-looking websites to start your business but you need to bear in mind that as your business scales and you require more technical specifications for your site, you will likely need to bring a developer on board.
Images Are Key
High-resolution images are critical for creating a professional website . Not only will you need specific product images for your individual product pages but you will also need stunning PR shots of your clothing.
Every type of social media channel should be used for different business goals and this form of promotion should not be mistaken for simply having and posting to an Instagram or Facebook account without a strategy.
Organic Social Media
Organic social media is the type of promotion you will do through your account “for free”. This is your daily posting. By using strategies involving things like hashtags and competitions, you can start to create awareness of your brand but this kind of promotion rarely leads to direct sales without a huge following.
Organic social media promotion can include User Generated Content (UGC), which involves your customers posting images of them with your product and you reposting. 50% of consumers stated that this kind of promotional activity is more likely to make them purchase , so it has become an incredibly popular tactic.
Paid Social Advertising
With organic reach at 2% , simply posting to your social media accounts is no longer a valuable or profitable strategy. The social media world of advertising is now a “paid for” business, which means it is important for you to factor this into your initial launch budget .
From Instagram to YouTube, paid posts can reach outside of your circle of followers and by using targeted audience selection, you can define your goal customer and make your all-important posts visible to the people you’re most interested in.
Although many brands have seen success using paid social media promotion, it can be both expensive and disheartening if you don’t see those hoped-for results.
Influencer & Blogger Outreach
What started as elusive marketing speak is now one of the hottest marketing and promotion techniques in the fashion industry.
Influencer marketing and blogger outreach involve having influential social personas promoting your brand and products on their platform in the hope that their followers become your customers. 92% of marketers doing this found it “highly effective”, which is a huge proportion claiming to be happy clients.
If Influencer marketing is new to you, there are several online tools you can use to help:
Invest in SEO From the Start
SEO is not something that happens overnight, so if you’re not a pro, get a person or team in from the beginning that can help. With anything from meta tags to super-rich search engine optimised content on every page of your site , working on this form the beginning will help to consistently improve your Google rankings . It will also ensure you don’t end up with a site that needs a complete overhaul several months down the line.
Your Own Blog
Within your online promotion strategy, you might also want to add your own brand’s blog to your website. Having high-quality, regular and most importantly, super-relevant content will help you start to appear in Google searches for relevant keywords and also adds an element of trust for your customers.
We often hear about link-building strategies but without too much information about what they are and how they work. The most important thing to remember is quality is much more important than quantity. The only way to get real, high-quality links back to your site is by providing content that is worth linking to. This is where your blog articles can really come into play if done well.
Experts in the industry have whispered about the death of email marketing as everyone rushes to focus on their Instagram platforms. However, a report from the DMA shows that 99% of consumer read their emails every day with many checking their inbox up to 20 times a day. These staggering statistics show that email is going nowhere.
The most important factor in email marketing is relevance . With only 9% of marketers confident that all their emails are relevant, it’s no wonder this strategy isn’t giving them the best results. Think of relevant, useful and exciting content to send to your customer’s mailbox to ensure you don’t get an automatic delete.
Building an email database is difficult. Try to entice people to leave their emails on your site with a slogan, such as “Leave your email for 10% off your first order”!
Being able to promote means you’ve got to create content and this means good creative content. To stand out in the online sphere these days your content has to be beautifully shot, entirely on-brand, compelling and memorable .
Whether you plan to work with partners and professionals or take on a lot of this work yourself, putting together a plan and strategy, including a budget, will be crucial to ensure you make the most out of every channel available.