Optimising Your Online Fashion Business

Digital marketing has arguably become the driving force for sales in creative industries, and the fashion industry is no different. From the biggest designers to independent shops, having a digital presence and using it has become integral to consumer attraction and B2B's sharing today. Print media is still used by the bigger brands in the pages of glossy weeklies and bus shelters, but smaller businesses everywhere are benefiting from the relative ease of using digital marketing strategies, as well as saving money compared with traditional enterprises.

Use Social Media

Social media is undoubtedly the most popular way for businesses to engage with consumers today, because it really is everywhere. Sneak previews of upcoming lines, sale notifications, and competitions are all incredibly easy ways for businesses to open a dialogue with customers online. As the Guardian reports, social media campaigns aren't to be taken lightly, as they need to be designed carefully with an understanding of your company’s core values and the needs and interests of customers.

Launching a campaign is opening the door to a conversation with consumers, as social media means that customer service representatives are easier to contact than ever before, so use this to your full advantage: create profiles each for Facebook, Twitter, and Instagram, however be careful not to set up a profile for every social platform available instead optimise two or three of these, picking those that are better suited to the type of company you are, what products and services you offer, and who you are targeting. This will help get the most from your business social media accounts.

Get Creative with SEO (Search engine optimisation)

Social Media is only the beginning - an e-commerce company especially needs to be up to date and innovating in e-marketing. Search Engine Optimisation is the next way to attract customers to your business and bring in new web traffic. SEO today is more than just being technical with optimising certain keywords, tags etc. When SEO is carried out creatively it can produce similar results to the technical side. An easy way to start is to have a blog on your website which is regularly updated, as this will ensure you have more entry points for web searches providing useful content that will draw your target audience to regularly come back to your website, you can talk to professionals to help boost your profile. Ingenuity Digital create bespoke SEO campaigns for clients to advertise brands in new and interesting ways, from online PR and outreaching, to writing guest blogging and advice articles.

Use Analytics and reports

Once you've begun working on your campaigns, you will want to monitor their performance, use analytics to keep track of how they are received. By reviewing the hits, shares, and responses to posts you can measure positive or negative feedback on your content, and also track incoming traffic and the source of where it has come from which, will help with planning your next campaign more effectively. There’s also a setting so you can see what kind of mobile and computer devices are accessing your posts, allowing you to optimise future campaigns for these.

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