Promotion of an online store should begin only when it has a high-quality website. It should be:

  • Convenient. This means that searching for products is easy because they are divided into categories. There are detailed descriptions, a shopping cart, contacts, the ability to register and leave a review.

  • Fast. A website that takes longer than 2 seconds to load leaves 47% of users. A large number of refusals not only leads to the loss of potential customers, but also reduces rankings in search results.

  • Attractive. A powerful offer is the key to success. Without it, even the most expensive advertising is useless.

When these issues are resolved, you can begin to formulate a promotion strategy for your online clothing store.

Promotion stages

In the first place is analysis of the business, target audience, competitors and their marketing channels. It will help you set the right goals and choose the areas of promotion that will be most effective.

The next step is to start promotion through one or more channels. The choice largely depends on financial capabilities. In most cases, you can start with one promotion method.

This is followed by monthly analytics of the advertising campaign. It is needed to:

  • determine the effectiveness of promotion;

  • make changes to increase conversion;

  • more accurately calculate break-even and payback points.

When the capabilities of the selected channel are fully utilized, you can begin promoting the next one. Then the launch-analyst-adjustment cycle is repeated.

Wealthy online clothing stores can afford  integrated marketing . More money needs to be invested in it. But then you can start promoting products in several ways and achieve synergy - multi-channel conversion.

Which promotion channels to choose

If you need results immediately, come here contextual advertising in search engines and social networks. What is needed for it to work:

  • Correct settings. It's better to start with individual products rather than categories. Because promoting them is easier and cheaper due to less competition. You can concentrate on a specific area or target group. For online clothing stores, these are predominantly women aged 18 to 44 years.

  • Solid budget. You need to pay for every click.

It takes 7 days to launch contextual advertising. The first results will appear within 1–2 weeks.

Remember: social networks are not suitable as the first channel. Although the advertising placed there gives a quick response, the conversion is small. When the main channels run out, it is better to combine it with other SMM methods.

Another way to get a quick response is display advertising. It is well suited for promoting an online clothing store. The peculiarity of this channel is its large reach of the target audience (if everything is configured correctly).

In second place in terms of effectiveness is a combination of internal and external SEO. The first results will be visible in 1–2 months. Getting to the top for mid- and low-frequency queries in such a saturated field of competitors as online clothing retail can take from 6 to 12 months.

At the initial stage of search engine promotion, it is better to form a semantic core based on the most attractive products that will bring a stable income. And only after that proceed to promotion by category.

The main advantage of SEO is a long-lasting effect with small investments (if the site is of high quality). Optimization pays off in the long run.

How to avoid falling under filters and avoid being demoted in search results

You need to gradually increase your link mass, post articles only on trusted and topic-related resources. And also fill the site with not only SEO-optimized, but also high-quality, unique, useful content.

How to squeeze out all the juices

If the main channels are fully involved, you can start remarketing and email newsletters . They will not give a large conversion. But they will attract loyal customers and motivate those who, for some reason, stopped at one of the stages of the order to make a purchase.

 

 

The disadvantage of remarketing is that it requires payment for each click. And mailings are effective only if you constantly work with the audience. Therefore, these methods are resorted to when advertising provides a stable income.