When marketing a fashion brand, there are many different strategies that you can use to ensure you are gaining traffic to your website. You also want to ensure that those sales convert into transactions. It is pointless gaining traffic for those users not to buy any products. Nonetheless, there are many marketing strategies but only a few are successful.
Before you pick a marketing strategy, you need to establish what your brand is. Once you do this, you will soon find out who your target audience is, including your competition. These are both essential before you commit to a marketing strategy.
We will look at three marketing strategies that we advise you consider for your e-commerce business in 2023.
Search Engine Optimisation (SEO)
Search engine optimisation is one of the most common marketing strategies in the western world. Furthermore, a lot of people believe it is now outdated although that is necessarily true.
There are many companies out there that live off social media marketing and expect it to keep them going. However, we are no longer in the 2010s so that type of marketing strategy won’t keep you afloat when other companies use other marketing methods. SEO is one of those other marketing methods where companies can be years ahead of you if you have not even considered it.
One of the biggest problems with SEO is that it won’t get instant results. Nonetheless, it is a marketing strategy that is a long-term investment that will get you the right results.
If you are unsure what SEO is, it is those organic search results that you search on Google. Usually, this will be below the PPC ads you see at the top of the page (another great marketing strategy). You may also see a map pack before you reach the organic results. However, once you have scrolled past those results, you will see all the other results. For example, if you search for men’s designer t-shirts, you would expect to see brands that sell this particular product. If you don’t, it would be unlikely that you would click on those results and if you did, it would be unlikely you would buy a product from that website.
Several things are required to start ranking on the first page of Google. Building the authority of your website is one of those that you need to focus on. It would be done by setting up a link-building campaign. It will gradually improve your rankings although there is more to do with your on-page and off-page SEO.
Something else that you need to do is optimise your website. It is something that many SEOers get wrong as they try and spam keywords in the content, in hope that it would improve those rankings. Nonetheless, there are other things you can do to optimise your web page other than your content. Make sure you research the different ways to improve your website and ensure it is optimised for qualified users.
Social Media Marketing
Social media marketing is something that many brands only consider and it is easy to understand why. Social media marketing was the thing in the early 10s and is because the digital marketing world was very new to this particular type of marketing strategy.
Social media is something we are all familiar with, with many of us using it. Nonetheless, marketing isn’t that easy on marketing platforms anymore. The reason why is because of the iOS 14 update. Users are given the option to allow cookies when they visit a website, meaning that the adverts they see could be of anything and not qualified to them.
There is a lot to social media marketing which is why you need to read carefully. First, we have organic social media. This is where you can use a platform such as Facebook and Instagram and promote your company; however, you are relying on users to share your posts instead of advertising them.
The other type of social media marketing is paid social. It is where you can reach out to new users, in the hope they will visit your website and buy a product. Again, this can be costly if you do not get it right. You need to ensure that you are reaching a new audience that shares similar interests with your brand. Paid social media marketing is however affected by iOS 14, so you cannot guarantee that you will gain sustainable revenue from this channel. Explore both organic and paid social media to ensure you generate enough revenue from this singular channel.
Last but not least, Pay-Per-Click. We previously mentioned this in the SEO campaign and there is a reason for that. That is because it is the first thing you will see on the SERPs (Search Engine Results Page). It is a marketing strategy that Google tried to enforce several years ago however, if not completed correctly, it can be costly to your business.
PPC can work well alongside SEO however, it can also take the traffic away from organic search results. For this, you need to bid on keywords you are trying to rank for organically but make sure they are not identical.
PPC is where you are bidding against other brands to rank in that number one spot. Furthermore, it costs you each time a user clicks on your product which makes it even more important that you are bidding on keywords which are relevant to your website. It could have a massive impact on the revenue you profit from so ensure you get this right.
There are branded keywords and unbranded keywords and you need to bid on both. If you don’t bid on those branded keywords and another website sells your product, users will likely bid on that website.
There you have it, three different digital marketing strategies you should explore during the winter months. Digital marketing can be expensive if it goes wrong however, if you pull it off, it can be highly profitable for your business. You must understand the benefits of the different channels, including how long they take until you start to see the rewards.
That is why you need to use multiple different marketing methods to ensure they are accommodating to one another. Some take time and others take less time than others. Use PPC early on to generate revenue whilst your SEO improves, once that improves, you don’t need to worry about spending so much on PPC again.