Your business can have new sales channels with simple Digital Marketing actions, even if you don’t have e-commerce
I imagine you’ve already heard about Inbound Marketing and, for sure, you’ve seen other brands applying the methodology. Of course, you have also exchanged your email to have access to an exclusive video or even an eBook.
However, your textile company today does not have an e-commerce or a direct sales channel with customers, so the methodology does not apply, right? Wrong!
There are, yes, several ways to work with Inbound Marketing to improve the sales results of your textile company. Follow with us to learn how to start bringing your business to the world of Digital Marketing.
Why Inbound Marketing for the Textile Industry
Many textile companies in Brazil work with the exclusive sales model through representatives. These, in general, are still outsourced. Therefore, they resell products from different brands.
In the international fashion market, the trend of brands – from large luxury boutiques to small companies – is to increasingly seek to approach the end consumer.
This trend becomes even clearer when we look at the number of owned stores opening compared to multiband stores. But is it worth a move in this direction, which requires so much investment? These brands believe so! And do you know why? Data! In other words, strengthen the relationship with your clientele and learn more about them.
Whether the end consumer (B2C) or the retailers (B2B), this close relationship brings a lot of valuable information to your textile industry:
- What is working;
- Which products sell the most;
- What is the consumer’s perception of your brand;
- Control points of contact with your brand (you know that store you pass by and recognize only by its perfume?).
After all, let’s be honest: are you convinced today that your representative is conveying the image you would like for your brand? Are you happy that he is the only point of contact between the consumer and your company?
Where to start?
If the reality of having your own stores, or even an e-commerce, is still a distant future for you, no problem! There are ways to approach these customers and bring a lot of valuable information directly to your company.
One of these ways is using the Inbound Marketing methodology. Like the idea but don’t know where to start? We have prepared a step-by-step guide to help you structure this beginning.
1st step: How is your company’s website?
The website is your company on the internet, where you have control of everything – which doesn’t happen on social networks, for example. The question is: how is your virtual company doing for those visiting it today?
- A consumer who finds your website, after liking a blouse of your brand that she saw her friend wearing, will she be able to easily find stores that sell her product?
- Do retailers interested in reselling their products find complete information and an easy channel to answer questions?
In addition to having complete, clear and easily accessible information, aesthetics in the fashion market are fundamental – and this logic extends to your website. Is it a representation of the image your brand wants to convey? Are you up to date with photos from the current collection? Do you have the latest catalog available?
Anyone who enters your site needs to feel involved by your brand, as if they were actually visiting your flagship – the brands’ famous concept stores.
2nd step: Does your website have lead capture strategies?
It’s no use having a beautiful site if people are going to access, look, find the information they are looking for and leave without leaving us any information about it.
Why is it important? Because it may never come back, even end up forgetting about your brand and, thus, a/a potential customer who has already arrived on your website – which is a big step – ends up just doing that.
But what can you do to avoid this loss? Provide interesting content – which we call rich materials – through Landing Pages, the capture pages like agro farm houses. Thus, you will offer your visitor valuable information in exchange for data. This way, this mere visitor will become a Lead for your company, and you will already have known a little more about him.
“But what kind of material could I make available? I can’t create eBooks!” Don’t worry, you’ll be amazed at how much content your company naturally produces with each new collection.
An example: you can provide a “Guide to the trends for the spring/summer 2021 collection”. Your company has already done this research when planning the collection, correct? Just make a summary of these trends, in a more accessible to the public, and make it available. This material, in fact, is quite interesting because it can be relevant both for your end customer and for retailers.
Perfect, I made the material available and generated my first Leads, but how will I differentiate them later? Just be especially careful with the questions you ask on the Landing Page. In addition to the classic name and email, one of them can be the simple one: “you are: end customer or shopkeeper”.
Thus, with a single material, you will have already captured Leads from both audiences and will already have the same segmented for future work.
3rd step: Relationship with your personas
The visitor arrived at your website, saw your material, registered to receive and became a Lead. And now? Now is the stage that you need to relate to them, according to the interests of each persona.
For example, with retailers, your textile industry can work content on how they can sell more or even the most successful items of the season that they need to have in their stores (and, of course, use the clothes from their own collection as an example).
Keep in mind that, for many retailers, getting up-to-date, quality information about the fashion market is very complicated. After all, what’s the point of knowing about trends only when they’re already out in the last Vogue? He needs to have the trends already in store when the magazine arrives!
You can be the bridge between shopkeepers and this knowledge, becoming an authority on the subject. Which retailer will stop selling the clothes of a brand that cares about them and delivers value not only in their products, but also with relevant content?
And the end customers? How do I work with them if I don’t have e-commerce? This is not a hindrance! Your role here is to make it easy for customers to access your products and generate desire.
How about sending an email with the online stores that are reselling your products, or even the available physical stores that have their latest collection in the customer’s region? You can also send styling tips and videos on how to use different pieces. Thus, the desire for the products shown ends up becoming inevitable.
With this open relationship, you can also ask the person who actually uses your product what they like the most, what they think could be better, suggestions and more. You will be amazed at how much you can learn by opening this communication path with your customers.
BONUS: How about your textile industry selling online?
When strengthening contact with your customers, one thing is certain: many will show up wanting to buy directly from you. The question is, how can you start structuring your business to sell directly online?
An important point here is: you don’t need to invest in an e-commerce right away. It is indeed a large investment, which will even require adjustments to your company’s routine and probably new employees to meet the demand.
You can follow the path that big brands did years ago and test to see if the format works for your business. One suggestion is: how about starting reactively answering those who contact you to buy?
No need to start with e-commerce
You can start by serving, on a trial basis, people who will come to your site or social networks asking to buy your products. This is unavoidable and I imagine that it already happens with your textile industry.
You can do this sales process by WhatsApp yourself. Make the catalog available for the customer to choose their parts, as well as the size and value table, and you can close the deal through online payment tools.
Testing is essential for you to understand the challenges and benefits that this form of selling would bring to the company. Is it working and making sense for your business? Start advertising organically on social networks and on your website.
So you can scale this project until the moment of having your own e-commerce. Felt it didn’t work for your business? No problem, companies are not all the same and what works for one may not work for another.
Just remember to always serve your customers in the best way and refer them to other e-commerce or physical stores that sell your products.
Switch to sell more
When we talk about shopkeepers, many love the representative’s visit and value this moment. But today we have another reality, of store owners/buyers with limited time, who already know and trust your brand and, therefore, would like to shop more dynamically.
How about testing the format with a retailer who has a long-term relationship with the company? Get in touch with him, understand if it makes sense for him too, and get tested.
In today’s competitive fashion market, it is essential for a textile industry to offer options to our customers. Thus, the retailer does not need to wait for the representative to visit to make their purchases, for example.
So, are you curious to test the Inbound Marketing strategy in your business? The fashion market is indeed very competitive, but it also has many opportunities! How about exploring Digital Marketing and building a differential for your textile industry?