Unfortunately, apparel wholesalers do not typically devote an equal sum of money and effort to internet marketing. This is a massive mistake. Exhibiting in a trade show can expose products to a couple hundred buyers for a few days. Marketing online can expose those products to thousands of potential clients daily, worldwide.
I call this”producers’ mentality” — i.e., just obtain orders and manufacture goods. Many producers and wholesalers view online advertising for a gamble. They spend the cash and beg for results. And the majority of the time, the results are disappointing because the producers do not invest in high talent, advisers, tools, and other sources.
However, it does not have to be like that. I recently took a startup apparel maker from zero sales to hundreds of thousands — all with a little budget. It’s a very simple strategy with, usually, seven elements.
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I will explain it in this post.
The owner of fashion wholesaler recently explained that he spent tons of money on pay-per-click advertisements with insignificant results. The problem was high bounce rates on the home page and fewer than anticipated customer registrations. The site was unclear about what sort of company it was and why a retailer would buy from it. New visitors — prospective customers — couldn’t understand. I impressed on the proprietor he has only a few seconds to convince people to remain.
I proposed these steps:
- Have a dominant and clear message that clarifies the site.
- Treat the key home-page banner for a booth display at a trade show.
- Have consistent colours and images.
- Use readable, traditional fonts — not cool or old fashioned.
- Pay careful attention to photography. It’s the principal selling tool when prospects can not touch a product.
The website should also highlight compelling content.
- The”about us” section should describe what the firm can do for clients.
- A”frequently asked questions” section is for sale. It should clearly address common client questions.
- Testimonials are for sale, too. Use them to describe your organization’s top advantages.
- Non-gated pages must have keyword-based multimedia and text.
And the most important element of a high-converting site is having the perfect products that retailers want and desire.
Search Engine Optimization
In my experience, most apparel executives understand that search engine optimization is crucial. They simply don’t know how to do it.
To begin, search on Google for important keywords, such as”wholesale clothes.” Then analyze the organic results. Why are businesses on page 1?
By way of instance, when a customer asked why his website isn’t ranking for”wholesale clothing,” I pointed out that his webpage 1 competitor had 3.6 million visitors from 903 referring domains. I explained that he had to match or to get near those numbers.
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If you do not have an experienced employee, consultant, or service to conduct your pay-per-click advertising, use Google AdWords Express. Don’t invest heavily on Google Ads (previously, AdWords) without expertise. You can quickly drop money. Start slow, with low budgets. Do not market worldwide, at least originally. Target a state or city, test the results, and expand from there.
If you’re a fashion wholesaler — clothes, accessories, handbags, makeup — in my experience, most clients will come from five countries, in this sequence: Texas, California, Florida, Georgia, and Illinois.
Emphasize transactional emails to follow up with buyers that create new accounts. Use the space to deal with your organization’s benefits, promotions, and anything else that could help your company to be noticed.
Content production and content marketing are equal elements of social networking marketing. Create compelling content — how-to guides, fashion tips — to create leads. Then promote it.
Which social media channels are perfect for fashion wholesalers? Here are my options.
- YouTube as it’s the number two search engine.
- Pinterest because it’s more search engine compared to a social network.
- Instagram because it’s visual and since most retail companies have Instagram accounts.
- Facebook Groups since they’re targeted with, typically, engaged members.
Influencer marketing works for wholesalers in much the exact same say as for retail businesses. However, in my experience, influencers for wholesalers are more professional — they appeal to companies — and have smaller followings, making them more approachable.
Owners of Facebook Groups are often influencers. Working with these owners can be effective since the members are so engaged. Influencers’ YouTube channels can generate targeted visitors. However, LinkedIn influencers are somewhat less effective.
Fashion wholesalers often ask if they ought to join an internet marketplace. Normally, the answer is always”yes.” Wholesale fashion marketplaces are a huge chance for growth. Usually, each market has its own buyer market, at least partly. And wholesale marketplaces typically provide attractive advertising options, such as dedicated emails.
But, join a wholesale market only if you’re prepared to spend time in upgrading your collection and adding new products. If you upload your collection once and then ignore it, marketplaces are a waste of money — even for superior, appealing products.
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