The digital age has dramatically revolutionised the landscape of marketing. Identifying and optimizing the key drivers plays a predominant role in determining the digital success. When planning to start an online apparel store you need to make sure that you have a diligent digital marketing plan set aside. It becomes a tiresome experience if you haven’t created a promotional strategy for your apparel store. After all, your efforts need to be materialised in the form of wealth.
Starting a virtual store is just the beginning, yes it’s of cardinal importance, but if your virtual store is not visible to the audience then it negates the effort you put together. Sales is what matters. Even with all the strategies you set aside, there exists a risk that your strategies wont meet the market expectation and end up compromising the success you too often dreamt of.
Use the Right Web-Design
As a digital entity, your online store needs to sell itself. Flammoused, let me demystify it for you. Your website acts as the first point of sale. It’s the place where people make the crucial decision of whether to look for an alternate solution or to engage with the website. A customer-oriented landing page always piques a sense of curiosity, compelling the visitor to navigate and explore the website.
Let’s consider that you sell luxury handbags online. The word luxury is tagged with a premium price. So you know that the target audience is luxury users. The challenge comes when you are not able to reflect the context on the website. For eg; The website should be designed around a theme that radiates a sense of premium luxury. The visitor who lands on the website should feel the same and appreciate it. From a luxury user’s perspective, an average ticket price worth around 1L-1.5L for a Louis Vuitton handbag. So, the potential customer will consider the aesthetics before making a move. Make sure that the website is designed to meet the customers expectation.
All your digital marketing strategies will be anchored around your target customers and your website. Make sure those two parameters are well formulated. Website being your online identity, it can make or break your business model.
Content Creation and Content Marketing
Content at its core acts as a great tool to convey information. This channel is widely used to educate and empower people, TOFU (Top of the funnel Content). When planning to dabble in content creation and content marketing, one needs to identify how every piece of content generated will help add value to people. A prosaic strategy created to sporadically roll articles are not going to meet the set objectives.
Content needs to add value to the reader. Every visitor invests “x” amount of time to interact with the webpage/ blog article. If the investment is not justified, or the write-up fails to elevate the reader’s perception/ understanding of a topic then the article is of no use.
Information above everything, and quality above quantity.
In case of a virtual store that sells apparels online, you can create content around topics like;
- Top fashion tends to follow this year (Target customers are interested to keep themselves update on latest fashion trends)
- How to verify the authenticity of a Louis Vuitton Handbag (Target customers are concerned with first copy)
- Handbags that suits special occasions, etc
Tips:- When creating content in the form of an article make sure that you have a persona set aside with the pain points. It will help you in identifying the most profitable niche segments. The persona will help you create blog articles that cater to a diverse segment. With a customer persona, you can create a keyword matrix and make sure that a keyword theme strategy is being followed.
Without marketing, it becomes harder for a business entity to position their brand presence. Marketing that lacks vitality is humdrum. Content marketing is about distributing relevant and valuable content to attract and retain a clearly defined audience. Put-together a content calendar, a content calendar helps to plan and execute the marketing activities with ease. Content marketing is widely used to create awareness and explicitly brief the benefits that a person gets when comparing the alternate solutions. The ROI for content marketing is phenomenal.
SEO is an activity through which you make sure that a website/ web-page is most likely optimized to rank on SERP. Google uses more than 200 factors to determine whether a page needs to be ranked on the first page or on the last.
SEO Mainly encompasses 3 main categories
Check Indexing/ Crawl Issues:– Make sure that every page you want the search engine to index has been indexed. Check for noindex tags. If a noindex tag is present on the website, make sure that the tag is placed deliberately. Check Google search console for crawl errors. In case you found any crawl errors make sure that the issues are addressed at the earliest.
Broken links:- Large no: of broken links can negate the effect on SEO. It’s better to do a website audit to ensure that all broken links are fixed.
Get all duplicate pages:- Duplicate pages could represent the presence of plagiarism content.
Maintain a healthy sitemap:- It’s better to update the sitemap.
Schema markup:- Make sure the website is set up to read structured markup data. This semantic vocabulary enables search engines to read a specific page and then represents it based on the tags set. Helping google bots to explicitly understand what the webpage is about.
On Page SEO:-
Optimize the web-page with
- Title tag
- Meta Description
- Structuring the content to accommodate H1, H2, H3, etc
- Optimize the image size and alt tags
- Do internal linking, etc
Off Page SEO:-
- Guest posting
- Social bookmarking
- Social signals (Mainly Google+)
- Others link building strategy
Note:– Don’t end up over optimizing a page. There exists a high possibility that an over optimized page will lose its ranking on SERP.
Social Media Marketing
Social media marketing has outpaced every other marketing channel. The boom with social platforms like Twitter and Facebook, redefined the way we socialize, exchange information, and shop. Social platforms are widely used for brand positioning. When used wisely this channel can be effectively used to increase sales. Stats published on reliablesoft.net says that Facebook has more than 500 million active users followed with Twitter around 300 million active users. These striking number itself shows why social media needs to be concentrated as one of your core marketing channels.
Top Benefits of Social Media Marketing
- Maintain a steady interaction with the social follower
- Fast and most effective way to reach a wider audience
- Generate brand awareness and more inbound traffic
- Gain marketplace insights
PPC (Pay Per Click)
Pay Per Click (PPC) campaigns help drive instant traffic to your website. PPC is a paid marketing channel, where the business entity is charged every time a paid campaign gets clicked. PPC, when strategist and optimized, could help drive targeted traffic to a website.
Consider you are planning to do PPC for your online apparel store, what I would recommend is to target keywords that fall in the decision stage of a buyer’s journey. For eg; ranking for a keyword like “buy Louis Vuitton speedy online” will most likely give you better conversion than bidding for a general keyword like “Louis Vuitton”. Also, one needs to be cognizant of selecting the right keyword strategy. It is not an ideal practice to use a broad match strategy for all the keywords.
Also, when planning to do a PPC campaign make sure that the landing pages are well optimized to meet your end objective.