The process of marketing a clothing line has become even more manageable thanks to the plethora of digital marketing tools at our disposal. We have access to Facebook and Instagram ads, referral schemes and efficient email marketing software to help us create hyper-targeted marketing campaigns which deliver a great return on investment. To effectively market your swimsuit shop or outdoor apparel business, be sure you have all the tools and knowledge you need in order to effectively target your ideal consumers and increase sales in time for the pool season.
We’ll show you exactly how to do this by highlighting the most important things you need to be doing right now.
The best marketing strategy for swimsuit shops
While you might be eager to jump right in and start advertising your business, it is important to create a strategy to outline what you want to achieve, the products you want to launch or promote, your targeting options, the most ideal marketing channels and how much you wish to spend.
Once you create your strategy document, you can then create a plan of action detailing how you are going to achieve your strategy. Below are four key elements to include in your plan.
1. An SEO-friendly website
Having a well-designed website with good performance and well-written content that follows the basic guidelines of search engine optimization will ensure increased traffic to your swimsuit shop. According to Moz, many mobile users are now searching for local businesses, which means that local SEO can help you stand out and increase traffic in your store.
To gain the top spots within the Google search engine results page, you have to ensure that you link from all your social media channels back to your website and create consistently high-quality, shareable content on your site that highlights your brand personality and makes your brand more engaging.
For an overview of how optimized your website is right now, head over to SEOSiteCheckup to get a score and a list of improvements you need to make to enhance SEO on your website.
You will also see a visual representation of how keywords are used on your website; example below from Visual Humans, my agency website:
The keyword cloud will give you an idea of how you are using keywords within your site and how much you need to improve.
Keyword research can be quite tedious, but I will show you a little trick I use to do my keyword research on the go. Using the Google Chrome or Firefox browser, search for “Keywords Everywhere” in extensions and install it. This will show you the monthly search volume of any keyword you type live into Google. You can also see the stats for the suggested keywords.
2. Email marketing
Email marketing is still a very effective way of generating new sales and encouraging repeat sales from existing customers. With email, you have the chance to showcase newly launched products, highlight promotions, or drive customers into your store.
So many emails are sent from many different brands each second, but with consistent branding and a similar tone that matches your website, you are more likely to get higher engagement rates.
3. Social media
There are so many opportunities for swimsuit shops to increase brand awareness on social media. With more than 800 million users alone, Instagram should be a top priority. By showing your potential customers your apparel designs and linking straight back to your store, you are increasing the chance of making a sale after a user views your posts.
As previously mentioned, it is important to create and post high-quality, shareable content on your website.
This should also be shared on networks like Facebook and Twitter, which can then be liked, retweeted and shared. Social media also helps with your SEO efforts when you link back to your website because it shows Google that your website has credibility. It is also worth noting that all the traffic you generate from social media creates positive signals to improve your ranking.
4. Pay-per click advertising
While you work on your SEO, you might be hungry for immediate results. One way to get high-quality, targeted traffic to your website is through advertising on Google.
When you search for certain keywords, you will notice that the first three or four results have the word “Ad” next to them. This means that the companies behind those have paid for those positions using Google Adwords, a software tool that allows you to bid on the top spot in Google in a live auction.
Market your clothing in time for pool season
Swimsuit shops have a variety of options to choose from when it comes to promoting their brand. You have the choice of using purely organic techniques, such as search engine optimization and organic social media growth, or a mix of both organic and paid marketing activities like referral schemes, email marketing or pay-per-click advertising using Google Adwords.
In this marketing guide for swimsuit shops, we’ve looked at how to market your clothing to increase sales both online and offline. Let’s recap quickly:
- Create an SEO-friendly website with high-quality content to increase organic traffic.
- Use email marketing to highlight promotions to drive sales and traffic to a physical location.
- Engage with your audience on social media and post shareable content from your website to increase brand awareness.
- Try pay-per-click advertising to drive high-quality traffic to your website from users searching for your products.
Test out which marketing methods work best for your business, or try some combination of the above, and your swimsuit shop could just grab the attention of pool-bound enthusiasts everywhere.