In a world swarming with endless deals and discounts and offers, consumers have become smarter with their choices. In fact, 52% of consumers are likely to switch brands if a company doesn’t make an effort to personalize communications to them. So, in order to cater to the smarter consumer base, the fashion industry has to think more deeply about their needs and desires. Only then will they be able to drive significant traffic to their website and won’t fade into the search engine oblivion.
This is where content marketing steps in. It involves the creation and distribution of content that provides value to consumers throughout their entire life cycle. So, how to use content for your fashion website to drive more traffic? Here are some insights.
1.Maintain open interaction
Fashion is all about upholding an image, but people also love to know what happens behind the scenes. Now brands like Victoria’s Secret are known to add clips of photo shoots to their Instagram pages and provide insights into the hard work that goes behind those pictures.
So, the bottom line is, in order to allow your target audience to engage with the content you create, don’t be afraid to present an open and relatable form of content for your target audience.
2. Prepare an editorial calendar for the process of content creation
Make sure the content you provide isn’t focused on similar topics. Making an editorial calendar will also allow you to become more organized if you have blog contributors. The bloggers you appoint for your fashion website should be able to create different content such as Infographic or series post or video content. In fact, you can also use different and relevant hashtags for each topic and find out if it is trending. That way you can expect steady traffic of your target audience.
3. Present the content like you’re addressing your ideal consumer
When you create your website content to please everyone, you actually end up pleasing none. Know who your target audience is. A set of questions can help you determine who your target consumers are,
- Are they men or women?
- What age are they?
- Are they college-educated? Do they have children?
- When do they look at your website?
When you have answers to all of these questions, you can present your content to your target consumers and drive substantial traffic to the site. The website content that your consumers will go through is actually the one that addresses them personally and directly.
3. Offer styling tips and techniques to your consumers
“How should I put on a scarf? Or match the belts with my formal attire?”
“What should I do if I lose a button from a new blouse accidentally?
Although these questions may come across as trivial, these issues are very real. Such dilemmas are encountered by millions of ordinary people every day of their lives. However, very few of the fashion brand sites make genuine attempt to help their consumers in this aspect. So, make sure to offer guidance and styling tricks o help your target audience.
4. Amp up your social media engagement
The whole world is on social media these days. But when it comes to the fashion business, not every social platform is suitable for optimum audience engagement.
One of the fastest growing social media platforms, Instagram is the most preferred hangout of the young and trendy population.
The platform now boasts of nearly 600 million active monthly users, 68% of whom are females! It is an extremely useful channel among today’s fashion marketers as it outranks Facebook, LinkedIn, Twitter, and Pinterest.
As a fashion retailer and content creator, you’ll have to be present where your consumers are. And that’s where the importance of visual social networks like Instagram lies.
5. Don’t blow your own trumpet, let the audience decide
Let’s simplify it with an example. How do you react when a website claims ‘superior quality paper help’? You would probably think, “What’s new in that, everybody says so!” in a similar context, phrases like ‘superior’ can make your target consumer feel that you’re questioning their intelligence. As if they don’t have the ability to gauge what the products on your fashion website will be like. So, avoid using such boastful phrases and let your consumers determine the quality of the content in your product description.
6. Create intriguing headlines
It doesn’t matter how polished or appealing your content may be, but the titles or headlines are the first things that the consumers will look at when they land on your site. So if you don’t seize the opportunity, they won’t be interested to read further.
Engaging content is only as good as how well it’s packaged, which includes elements like catchy headlines, graphics, and calls-to-action etc.
7. Pay attention to the content structure
Always make sure to use the title tags, and start with a bang. The font size you use for your content should be 12 to 14 points. You can use photos relevant to your content so that it puts emphasis on the visual elements more, and hold the readers’ attention long enough. Make sure that the readers’ curiosity is piqued in the first few sentences. Instead of beating around the bush, get straight to the point and tell them what they can expect to find on your site.
8. SEO is important
This is just as much important for your fashion website as it is for any other domain. The way search engines see your site plays a significant role in driving considerable traffic to your website. Basically, your website traffic and SEO go hand in hand. To get a clear picture of how Google (and the rest of the search engines) are viewing your website, you need to monitor your SEO ranking. In this case, there are some incredible set of tools that you can use.
Even if you’re already generating enough traffic, you still need to continue striving for more. You need to be open to the opportunity of improving your traffic by 2, 3, or even 10 times from where it is today. This will be possible only when you follow these techniques, and the traffic will stick around for a long time. Putting these strategies into action would lead your website to the ultimate level of exponential growth.
March 5, 2019 at 7:29 am
Thank you for all of these insights. Truly, content marketing is the most effective way of continuous engagement with customers throughout the product or service lifecycle.