digital marketing for fashion branding

Need of Digital Marketing

Digital Marketing For Fashion Brands:

How To Build A Profitable Business Online

digital marketing inline branding

What Is Branding?

Branding is the process of assigning characteristics and properties within and outside a product to give that generic product an identity which helps it to be recognized and differentiated in the market.

Needs of Branding

Branding isn’t limited to just name and logo. It is a combination of characteristics and properties which have an effect on almost all of our senses to result in a uniform experience every time we have contact with it.

Branding is made up of innumerable elements few of which are –

  • Name: The name which we use to identify the product with.
  • Logo:A symbol or other design adopted by the business to identify its brand.
  • Color: A color mostly used by the business in its marketing messages to describe or complement the brand.
  • Vision: The group of goals or objective behind the brand that help guide its activities and its future.
  • Message: the value proposition of the brand which it conveys through the brand personality to set the brand positioning.
  • Shape: Either the distinct shape of the offering or the shape of the packaging.
  • Aroma:The distinct smell which the user experiences before, during, or after he uses the offering.
  • Graphics: The uniform and distinct aesthetics used in the marketing messages.
  • Sound:The sound used in the marketing messages to reinforce your brand identity.

 Why we need Online Fashion Branding

Consistency. That’s just one element successful fashion brands have in common. Seasons and trends come and go, but you can still identify a Gucci, Burberry or Alexander McQueen on site.

There are numerous fashion brands out there, but how do you make yourself stand out from the crowd? That is the real challenge. A good solution for this is deploying an effective digital marketing strategy.

It can be difficult to distinguish your brand from the pack in the crowded online fashion market. We have found that one of the best ways to make your mark is with digital marketing. Not only can fashion digital marketing improve brand presence and sales, it can increase brand awareness, and is easily trackable so that you can get immediate feedback and determine if a campaign is working. We’ve also found there are long-lasting effects as well.

Digital marketing, if used in the right manner, can increase your sales, improve brand presence and make your brand more profitable. It makes your product available to your target audience. When done right, it increases brand awareness, boosts sales and turns users into brand ambassadors. Digital marketing is the next step for your business due to its global reach and effectiveness.

Your target audience will greatly influence your brand voice, after all it must appeal to them. Here’s where you decide if your tone will be conversational or formal. It’s also where you highlight acceptable and unacceptable phrases as well as words you can use. Even more details are required on what your house style is; this refers to rules that would apply to spelling, capitalisation, punctuation, usable emojis, etc.

You’ll probably have a formal shoot for every collection you release and follow up with casual phone-snapped images you’ll run on social media. Every shoot will have a different theme or feel, but constancy still needs to strongly come across. The aim is for anyone to quickly identify your brand even before reading the descriptive article or text. The types of moods, locations, lighting, color palettes, models, makeup and hair guidelines, and even social media filters you choose should be in line with your brand aesthetic. Remember that photographers are visual so in line with the parameter text, have an image example of what you’re aiming for.

It’s the first of your physical product and thus will help to  create the perception of your work. In particular, online stores utilize packaging to entice purchases and encourage them the consumers to share your product with their social media community.

There are five key components: mission, vision, target audience, brand personality and core values.

Some tips for E-commerce website owners

The business of selling clothes runs on the equation of need or demand; demand for ‘nice’ & ‘affordable’ clothes which can be bought conveniently from the comfort of home using the internet.

Their content is created by a production team (mostly in-house) in the form of stories, product descriptions, fashion shoots, style guides etc

Use product descriptions to give a character to your product

With increasing maturity of Social Media as a marketing channel, new age fashion retailers no longer have to write spammy meta tags and product descriptions to please Google. You can now focus on writing crisp meta tags and product descriptions to communicate the product’s value to the customer and story behind it.

digital marketing metatagKnow your customers

If you’re serious about creating a lifetime customer value, you have to know your customers closely. Online Fashion Retailers are innovating new ways to collect customer information and use it to provide a personalized shopping experience.

digital marketing joy of cloths

Joy of Cloths collects customer’s shopping preference in the form of Quiz before giving them personalized shopping experience and product recommendations. A Fashion Retailer must try to collect as much information as possible from customers whenever they have the opportunity, without overwhelming them.

Use cookies for a personalized shopping experience

Cookies  is a text string that is stored in a web browser. It’s data sent by a web server to a browser and then sent back unchanged by the browser every time it accesses the server. Prime objective of cookies is to enrich the browsing experience of user by personalizing it according to user’s behavior. For example, it enables user to save username and password into the browser so that he/she doesn’t have to remember it.

Here come the role of Digital Marketing Expert

There are several digital marketing strategies that you can apply to your fashion store to maximize profitability. Any fashion brand at all – whether old or new – can deploy a winning digital marketing strategy. If you want to market yourself better, keep on reading.

How to do it:

Retarget Visitors

Whenever you visit a website or see an ad, you don’t immediately purchase the product right away. But the ad somehow stays with you, especially if you liked the product or found the campaign interesting.

You can target such visitors by showing reminder ads that make them recall the product that they saw earlier.

If for instance, the visitors don’t revisit your website for a specified period, you can make the deal lucrative by offering discounts. Also, there are some people who add things to their shopping cart but later ditch it so, those people should also be retargeted as it would increase turnover.

digital marketing facebook

If they don’t purchase, don’t give up, let’s say after a week and 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 a fantastic way to generate sales that otherwise would have been lost.

Run a promotion during holidays to increase sales and capture attention when buyers are easily available.

If it’s Christmas, 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 12 days of giving and offer a discount each day on a different product. Day one you discount shoes, day two dresses, etc. Give your subscribers a reason to share their email discounts with their friends and on social media.

Prior to Easter, you might promote an Easter Egg Hunt on your site. Place a fancy Easter egg with discount code on pastel dresses or tops that might be appropriate for the occasion to encourage purchase.

Promote some Summer Loving with discounts on pairings—a bathing suit and cover-up or sandals and shorts. Or offer an bonus gift with sales over a certain amount. Sunglasses, flip-flops, hat, or sunscreen (with your brand and logo on it). The customer is happy because they received something for free and every time they use that item they get reminded of your brand.

digital marketing vacation sale

Every seasonal incentive should also be shared on social media: Facebook, Instagram, Twitter, as well as your blog.

Focus on Events All Year Round

People don’t buy gifts just on birthdays and Christmas anymore. Numerous other occasions have now popped up or gained significance in recent years. There is Mother’s Day, Fathers Day, friendship day, baby showers, bridal showers, graduations, anniversaries and the list goes on.

So, depending on the type of store you run and the products you sell, it is a good idea to market customized items that are relevant to specific occasions taking place in your target audience’s life.

For example, if you own an apparel store, you could promote matching couples’ clothing for Valentine’s day, or men’s shirts for Father’s Day. This will persuade your audience to make purchases all year round and strengthen brand loyalty.

Create style guides to show your visitors how to wear or incorporate your items into their everyday life.

digital marketing style guide

If you own a fashion brand that sells a variety of clothing items, put together a style guide for your website so that visitors and subscribers can get ideas on how to wear your clothing, and even incorporate pieces into their existing wardrobe.

Don’t limit yourself to just one guide. Style guides can be done seasonally (spring, summer, fall, winter), for special occasions (wedding, party, picnic), holidays (4th of July, Christmas, New Year’s), and for more topical themes: travel, work, weekend, beach.

Guides can be listed as a special section on your website and 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.

Role of a Blogger

To get in front of your ideal 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 audiences have built a reputation and are well respected by their readers. They 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 with your product. Their influence and creative take on your product will garner great interaction and sales.

Working with bloggers gives you two huge things: you get in front of a new audience and, if you selected the correct influencer, then you’ll gain new customers and the blogger will create content for you. Depending on the collaboration, they will share custom content on their blog, social channels, and you (the brand) may also get the opportunity to use the content they produce.

When collaborating with a blogger, you can also run Facebook ads featuring the photos of the bloggers to send traffic their way, and in turn get your product(s) noticed.

Have every new email subscriber follow you on Instagram

Send new email subscribers a thank you for following and direct them to follow you on Instagram for style inspiration and tips.

Encourage them to not only follow you, but to share photos of themselves with your brand, using a special hashtag you provide. This way you can re-share your customers’ images easily, creating brand loyalty and bringing a personal touch to your brand.

 Create gift guides year-round for your ideal buyer’s life events to inspire them to buy.

Depending on the type of e-commerce store you own and your ideal buyer, create gift guides for life occasions. People buy gifts year round, not just Christmas, so promote your products by creating gift guides for Mothers Day, Fathers Day, graduation season, Valentine’s Day, weddings, anniversaries, baby showers, etc.

Gift guides should be available on your website and can be sent in target emails to customers. You can also promote gift guides on all social media (with images, of course).

These gifts guides are a collection of items that you sell on your shop that would fit a certain category for gifting. For example; for Mother’s Day if your brand sells women’s items, you could create a collection of perfect gifts for mom. Create a special landing page on your website with the list of shoppable items. You could also create a digital e-book with a magazine style gift guide. With e-books make sure you include links to your e-commerce store so they are easy to purchase.

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 values.

For example, you could run a contest on Facebook and Instagram 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 blog posts on your website or even your homepage. Who wouldn’t want to be mentioned by a fashion brand they 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 her friends.

Remember (and learn) customers’ birthdays to build brand loyalty.

Send your customers a happy birthday card via snail mail with a coupon code (#happybirthday). “Happy Birthday Omkar, Here’s our birthday gift! Enjoy!”

Launch a blog or, if you already have one, keep up with it.

Provide constant valuable information to your audience via a blog.

Blog posts should be regularly released (same days of the week, same time of day) so your readers know when to visit, they should also be visually interesting and generally less than 500 words. Short, sweet, and to the point—which is what most readers are looking for these days. There will be times that your online digital marketing strategy will require a longer (1500-2000 word) post with numerous photos and maybe even a video.Longer blog posts are great for guides and resources.

Nurture people that are not ready to buy to turn them into a customer later.

When someone first comes to your shop 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 and you’ll also learn their buying preferences, like how many emails it took for the person to turn into a customer. You’ll learn what type of products they prefer by what they click on in the emails and day and time they open their emails.

Email a reminder to people who left items in their shopping cart to increase conversion rates.

digital marketing email reminder

People add items to their shopping cart and then forget all about them. Send a reminder email to those who added items to their shopping cart but didn’t buy. Send them in intervals: the next day, the next week, and then maybe the next month, along with a discount code to encourage purchase.

In order to send reminder emails, your website visitors will need to have an account, so make sure you make it very easy for visitors to create accounts on your website.

Digital marketing can be a fairly easy and fun way to increase your brand awareness and sales. While it’s not necessary for you to employ all twelve tactics we’ve outlined here, you will probably find that each one individually will increase sales, brand awareness, or your community. So the more you utilize, the stronger your brand presence will be.

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Design Website Like Expert

A valuable client just give you some data and asked to design a website, but where do you begin? You should follow certain steps to ensure the dealing goes smoothly. When it comes to design new website it should have standard graphic design.

As a graphic designer, you may choose to take on the entire design yourself, including the coding. However, you might also want to gather a team to help you with the details. A web developer and SEO expert may be valuable additions to your project.

First Step towards Success

Design website like expert

As with most design projects, the first step when creating a website is to perform research. You will need to understand clients needs and requirement and also need to learn more about their industry and competitors.

When meeting with your client, you need to discover as much as possible to help you develop an outline for the site and eventually design it. This includes asking about their target audience, goals, creative direction and other variables that may affect what you can offer the client, such as budget and deadline.

Simultaneously you should start your market  and industry research to follow the deadlines.  So that you can have more clear ideas to put on table in front of your client. After finding out their needs, you will then want to look a little deeper.

The level of research performed will depend on the client’s budget and your existing knowledge of the industry. It can be as simple as looking to see what other websites in the field look like.

Gathering Ideas

Once you know what the project is all about, it’s time to gather ideas, rather than looking for the perfect idea to be your first, throw out any and all ideas or concepts for the website. You can always narrow it down later.

Some websites might call for a standard web interface, with navigation (a button bar) and content areas where users are most likely to expect them. Others may require a unique concept to present the content. In the end, the content will drive the design.

Platform of Website

Early in the process of developing a website, decisions need to be made regarding the technical requirements of the project. Such decisions will affect the budget, time frame and, in some cases, the overall feel of the site.

Decide the structure and software used for design the website, some of the options are:

  • HTML:A standard HTML site in which each page is edited manually. This may be relatively quick to develop but leaves little flexibility and a lot of ongoing maintenance. It’s also important to remember that HTML sites are not HTML alone and can include CSS, JavaScript, and other programming languages for functions.
  • Use a Content Management System: Using a CMS generally allows a client to perform regular content updates, while the designer controls the overall look and feel of the site. Some systems may be developed from scratch and others purchased and tailored to the client’s needs. Online systems such as Blogger and WordPress are free and include a basic CMS as well.

Write an Outline

An outline of a website should include a list of each section to be included on the site, with a description of what type of content will be shown on each page. It should also describe in as much detail as possible what features would be on the site, such as user accounts, commenting, social networking functions, video, or a newsletter sign-up.

Outline of a website should be presented in front of client for approval before the project continues. This will allow them to add, remove, or adjust any sections or features.

All of this will ultimately help you develop a budget and time frame and build the site. Agreeing on a price for a website project based on an approved outline will help to avoid additional fees or differences of opinion late in the project.

Wireframe idea

wireframing-best-practices

Website wireframes are simple line drawings that show the placement of elements on a web page. You can edit the layout of a simple wireframe at the start of the design process instead of a complex design later.

This is extremely helpful as it determines which content deserves the most focus and the percentage of space used on the page for those elements. Without being distracted by other visual elements, approved wireframes provide a framework for your designs. You might consider having a collection of wireframes available to use for different types of content. The contact, about, and other pages with a lot of text may have a different layout than a gallery or shopping page. It will maintain the uniform look of your website

Design the Website

Once you and your client are successfully done with the wireframes, it’s time to start designing the site.

There are many tools to design the first look of your website. The most popular is Adobe Photoshop. It will give you more clear ideas of colurs, text position to create the actual web pages.

 Build Web Pages

When your design is approved, the pages need to be turned from mockups into actual web pages written in HTML and CSS.

Experienced designer/developers may choose to take on all the coding, while someone focused on the design side of the web may work closely with a developer to bring the site to life. If that is the case, the developer should be involved from the start.

Developers will help make sure the design is a realistic and an effective web layout. They should also be consulted about any features you promise the client as some may not be possible to execute or beneficial to the site.

Software such as Adobe Dreamweaver can help a designer turn a mockup into a working web page, with drag-and-drop features, pre-built functions, and buttons to add links and images.

There are many software choices available for website building. Choose one that you enjoy working with, just be sure they allow you to really get into the details and coding of the pages

Actual Implement

Once your layout is completed in HTML and CSS, it needs to be integrated with the system you have chosen. This is the point where it becomes a functioning website.

This may mean developing templates to be read by a content management system, altering a WordPress template, or using Dreamweaver to create links between pages and more advanced web features. This is again a step that may be left to another member or members of the team.

You will also need to buy a proper domain name for a website and have a hosting services from local hosting provider or online site like godaddy.

Traffic to Website

Now your website is online, but not listing or not on the first page in SERP( Search engine result page) it’s time to promote it. Your efforts are in vain if people do not visit it.

Follow the steps to drive traffic to your website:

  • Do SEO(Search engine optimization) of your site. You can hire experts because the strategies continually changing.
  • Sending newsletters to highlight new content..
  • Advertising with PPC (search ads) on Google or display ads on other sites.
  • You can also opt the traditional marketing methods such as printing advertise.

Look Updated

One of the best ways to keep people coming back to your site is to keep the content fresh. With all of the work put into a site, you don’t want it to remain the same for months after the launch.

Continue to post new content, photos, videos, or music… whatever the site was built to present. A blog is the best way to keep a site updated, with posts of any length on any topic related to your site,

If your client will be handling the updates for a CMS website, you may need to train them to use it. Making updates to a website you’ve designed is a nice way to get regular income.

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digital marketing

How to Increase Web Traffic

 

How to increase website traffic

One of the most important but difficult aspects of running a website or blog is increasing your traffic. You have created a great website, wrote your best content but when you study your data (analytic data) you notice that you only get a few visitors per day. Why? Simply because your website promotion methods failed. Building a website is one thing but promoting it the right way is a totally different concept.

Read More

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