words Alexa Wang
While most of us have been stuck indoors in our comfiest house clothes for the last year, the world is starting to reopen again, and people are looking to be seen. That makes now the perfect time to launch your fashion marketing campaign.
A successful fashion marketing campaign can increase your brand awareness, boost conversions and grow profits. It may seem intimidating to craft a new campaign from scratch while trying to establish which areas will prove most valuable. But with our expert advice, you can point yourself in the right direction. Despite lockdown, the global fashion industry is continuing to bloom. However, that means it’s getting harder to stand out in such an intensely crowded marketplace. That’s why a successful marketing campaign will be so crucial to your brand’s success. These tips and tricks will help you maximize your campaign for success, and can even be used to empower non-fashion marketing campaigns as well.
Consistently Curate Your Blog
The vast majority of shoppers in their 30s and under will research fashion brands before deciding on a purchase, usually by visiting their website. If you have a fashion e-commerce brand, you want your site to generate conversions, so why not generate conversations too? Adding a blog to your site is a great way to build bridges with audiences while creating a space that allows you to articulate your brand. It also helps add a human touch to your business and inject some personality into your brand.
Don’t be worried if you feel you’re not a natural writer – no one’s expecting a novel. If you’re really unsure about producing content, you may want to find a content manager to hire or outsource the work to. They’ll be able to help you maintain dynamic content across your different marketing channels whether they’re newsletters, videos or blog posts.
Regular new content is key here, as it will drive traffic and help with your brand awareness. Nothing looks worse to visitors than seeing a dead blog, so keep things fresh. Also start considering how to implement SEO (search engine optimization) into your on-page content to help connect with new audiences driven to your site through Google. Last, but not least, add share and like buttons for social at the bottom of all your articles to help people spread the word about your brand.
Provide Customers With a Personalized Experience
Offering customers a personalized shopping experience is a great way to ensure that your fashion marketing campaign maximizes your conversions. Many customers now regularly expect to see personalization on your website, so you need to be able to make a great first impression. Customers who were sitting on the fence about a purchase can be gently reminded to reconsider with just a little extra attention on your part. These could include retargeting advertising, targeted email campaigns and reminders through pop-ups or social media encouraging customers to review the products in their carts that they haven’t yet bought.
Influence and social proof have always exerted power over fashion trends, and now it seems impossible to launch a modern fashion marketing campaign without leaning on influencers to boost our brands. However, you don’t need a worldwide superstar on board to help exploit influencers. “Micro influencers” can also provide value and boost your brand awareness.
People are always concerned about the opinions of others, and especially so in fashion. A quick stroll through social media should throw up dozens of users who exert an influence on their followers, so reach out to those whose online presence aligns with the values and target audiences of your brand. With the right connections, you won’t have to break your marketing budget to find partners who can broadcast your brand.
Create Clickable Ads on Social
Advertising goes to the heart of any marketing campaign to help drive conversions and boost brand awareness. In the world of fashion marketing, you have to know the right format for your campaign. Social media and fashion are joined at the hip, so collection ads and carousel ads can provide a great return on investment. They have to be dynamic and attractive while displaying your brand and bringing in the clicks.
- Collection Ads: Collections ads are fairly self-explanatory. They allow customers to browse through multiple elements of your inventory. Collection ads utilize a cover image which, when clicked, instantly opens up an experience.
- Carousel Ads: These appear on Facebook with up to ten videos or images in a single advertisement. Each media element is then linked to the highlighted product. Carousel ads are terrific for fashion marketing because they give you space to tell a brand story while promoting a range of different products.
Start a Competition on Social
Entering a competition once meant calling a premium number or mailing off an entry, in other words, hassle. However, with social media, people can enter a giveaway with just a few clicks. So if you want to draw audiences, competition is the easiest way to bring audiences running to your pages. Competitions are a great way to empower your calls to action, as users are much more likely to share and like a post if you’re offering them a chance to gain value. You could also collaborate with a relevant influencer to promote your competition, or let users gain entry by signing up for your newsletter. The beauty of competitions is that they allow you to get creative with the format (and the fact that everyone loves free stuff!).
It’s important to take your fashion marketing campaign seriously if you want the investment to pay off, but also remember to have fun. A fashion marketing campaign lets you set the tone for your collections, and will help you promote the brand values that customers will want to align with. There are more ways than ever to promote your business, and social media is an incredible repository of influence that can take your campaign (and your conversions) to the next level.