Marketing in 2022 has changed a lot pre-covid. During covid, digital marketing thrived and continues to do well. Additionally, digital marketing has changed a lot since after Covid-19 as well. Trying to keep up with modern marketing trends is difficult however there are still methods you can continue to do. There are several things you are supposed to do before you begin marketing.
Before you begin, you need to identify your brand. Choose a target audience and design your brand around them. For example, if you want to target people that live sustainably, design your clothing out of organic cotton. If you want to tackle the cost of living crisis, make your clothes more affordable.
Another thing that you need in 2022 is a website. If you don’t have a website in this day and age, you will be very unsuccessful. Furthermore, once you have a website, you ensure you have a web developer. The reason for this is that changes will need to be made to the site as you progress with your fashion brand.
Let's move on to the primary part of the article, what marketing methods should you carry out for your fashion brand?
The Marketing Strategy
Your marketing calendar is one of the first things you need to do. Plan your marketing strategy for the first three, six and twelve months. The reason for this is that seasons change, meaning you need to change your strategy. Furthermore, the clothes you will be selling in summer will be different to what you sell in winter.Your marketing calendar is there to plan for events such as Black Friday and January sales. Fashion brands will use the seasons to offer discounts on previous collections meaning they will generate more money for that month.
Paid Platforms
Like all advertising, there are many platforms you can use but you will have to pay a fee. Facebook, Instagram and Google are all platforms that people use to promote their companies. However, this has changed a lot over the years. Moreover, companies are no longer using some of these platforms because of the lack of revenue they are returning.Paid social media only seems to be a good tool for brand awareness however, PPC (Pay-Per-Click) is an advertising tool with Google. It is the first result you see when you search for a product such as party bodysuits or tracksuits.
Rising platforms such as TikTok are becoming increasingly popular and because of this, many fashion brands are promoting their products on that platform. Furthermore, many businesses are promoting their products and Pinterest as well. The reason for this is because of the Algorithm for platforms such as Facebook and Instagram.
If you have a big budget, there are other things that you can spend it on. PPC would be a good method as it can generate more revenue for a brand if optimised correctly.
Email Marketing
Email marketing is something else you can do although digital marketers are torn with whether it is worth it. Additionally, it can benefit your brand if done correctly. To do this, you need to build an email list. Once you sell your products, you need to ensure you add those customers to an emailing list.
Whenever you are releasing a new collection or you have a sale, you should email those previous customers. If they enjoyed your product last time, they will buy another product. There is no better time to promote to your previous customers than when you release a new collection.
Social Media
We have already talked about social media but there is more to social than paid advertising. Organic social media is another great tool to increase brand awareness. Many fashion brands will promote their new products/ collections on their organic social media. Additionally, they will promote giveaways, encouraging their followers to post them on their social media stories to enter the giveaway. This is great for brand awareness and attracts new potential customers.Search Engine Optimisation
This is another great marketing method you should implement in your marketing strategy. If you are unsure what SEO is, it is the organic results that appear on the search engine results page, also known as SERPs. SEO includes many things and can be quite technical. If it is done correctly, it can generate a lot of revenue.It is all well and good to gain more traffic to the website but it needs to be qualified traffic. It is pointless to rank for male-orientated keywords when you are a female fashion brand. Moreover, you need to complete keyword research to find any keywords that might be related to your brand that you may not have thought of.
The website's authority will also help with rankings but, if your website is new, it is unlikely you will be ranking for keywords that get a lot of searches. Nonetheless, there are many other keywords which will get a smaller number of searches. Stay aware of the more generic keywords and rank for something more niche.
Influencer Marketing
Influencer marketing is something that you should also consider, however, don’t expect to generate revenue immediately when your influencer puts out a post of your brand. This will be similar to organic social media. You won’t immediately increase revenue, it will be there for brand awareness, gaining new followers and slowly building trust with them.One thing you need to be wary of with influencer marketing is that it can be expensive. Moreover, you need to pay for an influencer that targets your audience. For example, if an influencer has a beauty product background, you don’t want to advertise a sportswear brand with them.
To Conclude
Digital marketing is constantly changing meaning you will need to change your strategy further down. This is one of the main problems with a marketing calendar. You cannot prepare for future updates to marketing programmes. Keeping up to date with marketing is important as this is how you keep your fashion brand alive.Learning all of the different marketing methods is difficult for someone that owns a fashion brand. That is why it would be advised to reach out to different marketing agencies to see what they can offer you.
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