In order to compete in today’s market, you must have an online presence. Retail physical “footsteps” are declining but there is an enormous amount of digital “footsteps” to gain. You need to adopt an omnichannel marketing strategy to compete. You have to be everywhere the consumer is and are going. Starting with them searching at home for a clothing store, then using their phone to get the address and directions, and finally stepping inside to see and feel the product they wish to buy. As with most marketing posts I write, this doesn’t have to break the bank. There are ways to adapt to the digital age and reap the benefits. Research shows that retail still has a strong foothold in the market and that retail stores that have a digital marketing presences, as well as a brick-and-mortar location, will ultimately win over the consumer. Let’s dive into some ways you can be there for your customer.
A website is vital for any company in any industry. It makes you reputable, trustworthy, and easy to find. I would suggest investing in a template based website builder such as Shopify to create yours. Shopify allows you to sell online and is extremely easy to design and operate. It has the ability to integrate with other apps and software such as Quickbooks, Facebook, Mailchimp, and more. The real kicker is their Shopify POS which allows you to synchronize your online and offline sales. You have unlimited product space, 24/7 support, and Shopify “Experts” that can help you build or customize your website. Now if selling online, which I highly recommend, is out of the picture sites like Wix or Squarespace can help create a digital “face” for your company. Showcasing your location, what you have to sell, and pictures of your store can help convert consumers from researching stores like yours to visiting your specific location. By simply having that presence online you have expanded your reach to far more consumers.
Blogs are a great way to interact with consumers. In today’s world, the consumer has the ability to find anything they need to know online. Create a blog that can be their go-to resource for anything relevant in your industry. Link your blog directly from your website so consumers have an easy way to find it. Sites like WordPress have great plug-ins that help guide you in writing and increasing your reach with SEO. Link your blog back to your site for an added backlink that will help your site get noticed in Googles algorithm. Feel free to share our posts as a stepping stone to the blog world and build up your own from there. Our Suit Yourself series is tailored to the consumer and their needs for the men’s suit and clothing industry.
Youtube, Instagram, Facebook, and Pinterest are buzzing with consumers. Instagram and Youtube are two of my favorite platforms. Video is going to be the king of content for digital marketing in 2017 and you don’t wanna miss it. Consumers turn to Youtube for how-to’s and style advice all of the time. Companies like L’Oreal Paris have jumped on the tutorial bandwagon and saw a tremendous increase in views. L’Oreal has a marketing budget that could buy the town I live in but that doesn’t mean creating compelling and useful content will go unnoticed if you aren’t putting money behind it. The reason consumers love Youtube is because it was built up by the consumer. Being transparent and genuine with your videos will only help you in the long run and people will respond to that. Tie your videos into your website and blog and you are creating a seamless channel for consumers to switch back and forth from in their journey to buy.
Digital Marketing takes time and building an effective omnichannel marketing strategy isn’t always easy but it’s well worth it. You have to be online in order to compete. A website is your first step and the most crucial. If you have the money and time available Shopify is a great platform start with and sell from. Blogs and Media Platforms should come in second to your website. Use these channels to be there for the consumer at any stage of the purchase funnel then tie them all together to create a seamless digital experience for your consumer.