Now that the pandemic is here to stay for a while, brands across the industries are going online to sustain the crisis. Fashion brands are no exception. Amidst the major brands rushing to attract online consumers, digital marketing for fashion brands has now become the determining factor in their success.
Digital marketing strategy can make or break the marketing efforts of every business. Instead of considering investing in digital marketing as a surplus costs, the brands need to realize its importance and treat digital marketing as vital for their business success.
Especially post COVID-19, digital marketing has become more obligatory (kind of) for business growth than ever.
Read More – Digital Marketing Trends Post COVID-19
The Benefits Of Digital Marketing For Fashion Brands
There are multiple benefits of digital marketing but I will point out 3 major ones.
As against traditional marketing, digital marketing for fashion brands is quite an economical option to go for. Especially post the pandemic, when times are tough for businesses, opting for the affordable way of marketing is a smart decision for your business.
In Google Ads or Facebook ads, you can target and customize your reach as per your wish. For eg. if your product is female-oriented, you can target the ad’s reach to females only. On the other hand, if you are running an ad campaign on a local FM radio station for your fashion brand, then your ads may reach all segments of the audience irrespective of your targeting which is simply a waste of marketing budget & efforts.
Unlike traditional marketing efforts, digital marketing for fashion brands is highly measurable. One can analyze every marketing task from ROI, reach, engagement point of view. Draw conclusions from it and device future digital marketing strategy accordingly. There are many digital marketing tools that hold the power to present data in a magically detailed manner.
Now that I have shed some light on why digital marketing for fashion brands is important, I would like to present the digital marketing strategy for fashion brand owners, especially smaller ones, to implement successful digital marketing for their brands.
Initially, smaller brands can begin internet marketing on their own if they have budget constraints. Once they are able to gain traction, they can outsource the same to professionals.
Therefore, following are the channels to get sales from, by implementing digital marketing for fashion brands.
1. Google Ads (PPC Ads)
Initially run Google Search Ads to target users searching for products similar to yours. Thereafter, you could additionally run Google Display Ads.
Please note that Google ads like any other PPC (Pay Per Click) ads, charge you only when someone clicks on the ad. Therefore, you do not have to pay a penny when someone just views the ads and does not click it.
It is preferred to hire a PPC professional to manage Google Ads. Instead of treating it as the cost, I would suggest considering the professional’s fee as an investment in your business growth.
EXPERT ADVICE: Never begin with Google Display Ads as they are costlier than Google Search Ads.
If you do not have a budget to hire such a professional, you could start with Google Smart Campaign. These ads are perfect for those who don’t have basic knowledge of Google Standard Ads and do not wish to invest in hiring a professional.
But personally I would suggest the businesses to go for a PPC professional as Google Smart Campaign ads are costlier & less efficient than standard ads.
2. Facebook Ads
Facebook is the largest social media on the planet. So naturally, it is also one of the best platforms to promote your business and reach potential customers.
Like Google Ads, Facebook ads are PPC ads i.e. you pay for every click.
Facebook ads of Carousel type are best for fashion based products. It showcases multiple products in the carousel form which increases the chances of sales. If optimized correctly, Facebook ads have been comparatively cheaper than Google ads.
Initially run an ad campaign to improve website traffic. Followed by setting up another campaign to bring in actual sales.
3. On-Page SEO
Generally, fashion brands sell their products either on their own eCommerce website or on the established marketplaces like Amazon / Flipkart.
Here SEO plays a very important role in digital marketing for fashion brands to attract organic sales from the website and/or the marketplaces.
For those who are unaware of what is On-page SEO, it basically includes few changes (optimization) in your website or Amazon/Flipkart store to improve your organic website/store traffic & thus, sales eventually.
Therefore implementing On-Page SEO for your eCommerce website helps in strengthening your digital marketing efforts for your fashion products.
Read here: Best Practices for SEO of eCommerce websites
And for Shopify owners, I have published one detailed article on How to perform On-Page Shopify SEO. Please check it out too.
SEO is an on-going process and gives slow but steady sales in the long run as against the PPC.
4. Influencer Marketing
Social media influencers are basically individuals with a significant number of followers sharing one common interest. Thus, you may target a few influencers who create content around fashion.
It begins with identifying the right influencer for your product, asking him to advertise your products in return he receives the sponsorship.
For small fashion brands, influencer marketing is one of the affordable marketing techniques available out there.
Additionally, influencer marketing as part of digital marketing for fashion brands helps in improving your social media presence.
Instagram is one of the best social media platforms for fashion brands. Pinterest is another platform that one can work on.
To summarize, you need to approach influencers according to your budget and execute effective influencer marketing for digital marketing for fashion brands.
5. Social Media Contests / Offers
Organizing social media contests is one of the effective ways of growing your social media assets organically & essential segment of digital marketing for fashion brands.
The contests could be in the form of quiz, competitions, fun games, offers, engaging tasks, etc.
The following are a few ideas you can follow –
- Ask followers to post a selfie with your product, tag your page & stand a chance to win gifts.
- Publish a post asking people to complete a sentence (relevant to your product) using the mobile keyboard’s predictive text.
- Ask followers to tag their 5 friends to remind them that they owe a gift. Winners get a free gift from your brand.
In a nutshell, there are many creative ways to come up with an interesting contest on social media for digital marketing for fashion brands.
Digital marketing is a must to achieve online growth for fashion brands. Especially post the pandemic as people are spending time on the internet more than ever.
When it comes to digital marketing, the sky is the limit. But small fashion brands are recommended to begin with baby steps. Don’t hesitate to invest your time & money into digital marketing as it surely going to give ROI if rightly done.
Try every possible channel of digital marketing for fashion brands. Observe which is performing better and based on their performance, strategize your further marketing efforts accordingly.