The fashion sector is one of the most competitive sectors on the internet. Online fashion stores are part of the online business group with a higher sales rate. But large competitors such as Amazon and Zalando, among others, occupy much of the market, making it a challenge for small fashion ecommerce to position themselves in the sector.
In this article we will delve into the key factors for the positioning of fashion ecommerce and the trends of Digital Marketing that must be followed to keep an online store afloat in this competitive sector.
Online Marketing in the fashion sector
Effective digital marketing strategies can help effectively position a fashionable ecommerce. Therefore, companies in this sector must invest resources in Online Marketing to achieve a good position in the market; SEO is essential for small ecommerce to acquire presence and visibility in the face of competition from large giants in the fashion world.
In the fashion sector, a large number of brands that offer the same type of products compete, and therefore are very similar online businesses. To differentiate themselves between them and become different from their competitors, these businesses must invest in their brand image through fashion marketing techniques. A clear example of companies that sell practically the same and manage to differentiate themselves thanks to their brand image, is Custo and Desigual.
The companies in the fashion sector are responsible for analyze their target audience and determine the behaviors and tastes of their consumers to develop market strategies focused on increasing its sales,but it is consumers who live the browsing experience and digital treatment with the brand and ultimately position it (favorably or negatively) in their minds. Consequently, Digital Marketing in the fashion sector must understand the desires and needs of its consumers to satisfy them and thus manage to position themselves.
Finally, it should be noted that trends are of great importance in the fashion sector. Prescribers, influencers and bloggers today have a strong influence on consumers because they are trend-setting protagonists. As a result, fashion brands should try to appear regularly in such publications to achieve a good positioning. Anyone who is not up to date on trends and doesn’t implement fashion marketing strategies in a sector as fickle as fashion,they simply won’t be able to position themselves.
The pillars for online fashion positioning
We can talk about the following basic and fundamental pillars on which to design a good position strategy for a fashion ecommerce:
- Attractive value proposition
- Online store and blog with SEO worked to increase visitor traffic
- Active presence on the most important social networks,especially on Instagram
- Paid social media advertising campaigns
- Excellent customer service in the virtual store,if possible, it is advisable to introduce a chatbot.
- Loyalty programs
- Post-sales tracking
- Email Marketing / Newsletter
- Google Shopping and Merchant Center campaigns in Google Ads
Key factors in positioning a fashion ecommerce
If you have an online fashion store and want to get more customers, the role of SEO is decisive to get more visits to the web and the blog and get more sales. We recommend you to consider the following key factors to work seO of your fashion ecommerce:
Define your target audience and create buyer people
In order to determine the focus of the contents of your online store and blog you must clearly define your target audience. You must then create your buyers people or customers ideal to get the tone and vocabulary with which you will communicate with them.
Analyze your competitors
Thoroughly investigate who your competitors are and the positioning of their brands, as well as their strategies, web objectives and tone that they use to talk to their audience.
Analyzing your competence will be very useful for developing your content strategies. Not only should you try to find a source of inspiration, but you should try (based on the information you can extract as to how the industry moves) differentiate yourself from them and be unique.
Keyword analysis and keyword use in your strategy
When analyzing the most relevant keywords for your fashion ecommerce, keep in mind that if you use generic keywords it will be very difficult to position yourself with them because of their high volume of competition. Think that all these keywords have already been used by giant ecommerce in fashion that are already in the top of the ranking. What should you do then? Bet on long tail keyword.
Using long tail keywors means using those keywords that define the characteristics of your products and their differential traits. For example: women’s military pants or women’s high boots.
Among the various tools available, in Kiwop we recommend you to resort to the Google Ads keyword planner, which can help you with the search for long tail keywords by showing you their search volume and competitiveness level.
Use social media effectively
As we told you in our last article,you must first choose the social networks on which you want to have a presence. We anticipate that Instagram is currently the preferred social network in the fashion sector.
It’s not just about having a presence on a social network by creating a profile on it. You will need to develop a good social media strategy that enhances and disseminates your brand and the products of your fashion ecommerce in general. The social media strategy must be constantly implemented for Google to give authority to your ecommerce.
These are the first steps you have to take to work the positioning of your fashion e-commerce and create an SEO strategy that will help you reach the top positions on Google.
SEO on page
To optimize the SEO on page of your fashion ecommerce, be sure to consider:
- Content Optimization
- Usability – UX/UI User Experience
- CROconversion rate optimization: your ecommerce should interact with your users and benefit CTR. Google will reward you for it
- Internal linkbuilding strategy: If you want to know more about how to develop a powerful link strategy, don’t miss our definitive internal linkbuilding guide.
- Website Speed – WPO
These aspects are decisive for the online store to be able to position itself in search engines and users buy or not in the fashionable e-commerce.