Fashion Industry: Understanding the Diva in your Consumers
A marketing funnel is a path your potential customers take – from when they first hear about you, to when they start buying from you.
When done correctly, a strategic funnel design in fashion marketing helps to get your product in front of your ideal audience. The point is to make them aware of your brand, purchase your products, and ultimately, turn into your brand ambassadors.
The marketing funnel for the fashion industry will look as below:
1. Launch a blog; or if you already have one, keep up with it.
Today, providing constant valuable information to your audience via a blog is a must for every fashion brand.
Blog posts should be regularly released so your readers know when to visit. They should also be visually interesting, and generally, less than 1000 words. Short, sweet, and to the point, is what most readers are looking for these days.
There will be times that your online digital marketing strategy will require longer posts (1500 to 2000 words) with numerous photos, and maybe a video as well. Longer blog posts are great for style guides and resources.
Blogs are used as a way to promote products, lets consumers know who you are, and provide them with fashion advice. You can discuss current trends and feature items in your brand that fit those trends.
For your more popular pieces, pair them in a style feature with a more obscure item, to garner interest and show how different items from your store can be paired.
2. Retarget your visitors with Facebook ads to increase conversion rates.
Most part of your audience is not ready to buy immediately upon seeing an ad or visiting your website. With retargeting you’re able to reach the same people that were thinking about buying your product with the help of reminder ads.
You can retarget the visitors to your website by creating Custom Audiences with Facebook (with just a snippet of code), and target Lookalike Audiences as well, to expand your reach.
In case they don’t purchase – let’s say after a week – you can give them a slight discount in the ad to get them to act.
Retargeting people who have abandoned their shopping cart is also an effective way to generate sales that otherwise would have been lost.
3. Run a promotion during festive seasons to increase sales and capture attention.
If it’s Diwali, have a series of emails go out to your email subscribers with a digital marketing strategy that focuses on compounding discounts. For example, you could promote 7 days of giving and offer a discount each day on a different product.
Day one you discount sarees, day two dresses, etc. Give your subscribers a reason to share their email festive discounts with their friends and on social media.
Every seasonal and festive incentive must be shared on social media: Facebook, Instagram, Twitter, as well as your blog.
4. Create style guides to show your visitors how to wear or incorporate your items into their everyday life.
If the fashion brand’s product offering includes different clothing items, and other fashion products, you can create style guides on the website. This way your visitors can visualize different combinations to get an idea about how to match different
You should create multiple style guides. These could be based on special occasions such as parties, weddings or based on seasons such as summer or winter. It can even be on topical themes such as for work, travel, weekend or beach.
Guides can be listed as a special section on your website, as well as incorporated into your blog – where you can provide more in-depth information on each item in the collection. Try telling a story with the style guide to interest your customer further.
5. Run a giveaway on Instagram to increase brand awareness.
If you have a very popular item in your fashion store, run a giveaway on Instagram. For the giveaway, have your Instagram followers comment on why they want to win the item in the photo and ask them to tag three of their friends that would want the gift as well.
You can make Instagram giveaways a regular feature for your brand by offering a new item at the beginning of each month.
Running an Instagram campaign like giveaways will increase your followers and brand awareness, as well as engagement, thereby generating leads.
6. Work with influencers.
To get in front of your targeted audience, work with a popular fashion vlogger or blogger that already has a dedicated following of people who would like your brand. Those with large a following and a good reputation can have a huge impact if they choose to mention, review, or even wear your products.
You can work with them to create content around a specific campaign or just create gorgeous images wearing your fashion brand. Their influence and creative take on your product will garner great interaction, lead generation and sales.
When collaborating with a fashion blogger, you can also run Facebook ads featuring the photos of the bloggers to send traffic their way, and in turn, get your fashion brand noticed.
7. Create gift guides year-round for your ideal buyer’s life events and inspire them to buy.
Depending on the type of fashion e-commerce store you own and your ideal buyer, create gift guides for life occasions. People buy gifts year-round – not just on festive occasions – so promote your products by creating gift guides for Mother’s Day, Father’s Day, Valentine’s Day, etc.
Gift guides should be available on your website and can be sent in target emails to subscribers. You can also promote gift guides on all social media with interesting campaigns.
These gift guides are a collection of products that you sell on your shop that would fit a certain category for gifting. For example, for Father’s Day if your brand sells men’s items, you could create a collection of perfect gifts for dad.
Create a special landing page on your fashion website with the list of shoppable items. You can also create a digital e-book with a magazine-style gift guide.
8. Get your audience involved to create a community around your brand.
Encourage your audience to share content based on your brand values to foster engagement and reinforce those brand values.
For example, you could run a contest on social media where you ask your community to share a photo of something that your brand believes in.
When your community creates content for your brand, you might also incorporate shared photos into your blog posts. Who wouldn’t want to be mentioned by a fashion brand they follow and love? By sharing the photos on your website, along with descriptions, and links to buy the items, you have a customer that will share that link with all their friends. This will help in generating leads.
9. Nurture people that are not ready to buy to turn them into a customer later.
When someone first visits your online store, they are not always ready to buy. Make sure to capture their email address and have an automated email series that slowly feeds them new content regularly.
This also helps you to learn their buying preferences, like how many emails it took for the visitor to turn into a customer. You will understand what type of products they prefer by what they click on in the emails, and day and time they open their emails.
10. Email a reminder to people who left items in their shopping cart to increase conversion rates.
People often add items to their shopping cart, and then forget about it. Send a reminder email to those who added items to their shopping cart, but didn’t make the purchase. Send them in intervals: the next day, the next week, and then maybe the next month, along with a discount code to encourage the purchase.
In order to send reminder emails, your website visitors will need to create an account, so make sure you make it very easy for visitors to create accounts when they visit your fashion website.
Today, everything, and everyone has a virtual existence. In the fashion industry, where visual content and fast-changing trends are key components to lure consumers, it’s easy to see why a successful marketing strategy should involve making sure one’s online presence is noticed.
If done well, a funnel design can significantly increase your ROI, by allowing you to identify and hyper-target the best leads and buyers. While your blog is just one piece of that funnel, it stands on the front line of your marketing efforts. Get it right, and you’ll have a lead generation engine that keeps on giving, making your fashion brand a success.