What is the best way to market/raise awareness about new clothing products?
-
We are an Outdoor Clothing Company that designs our own range. We primarily sell through Retailers & distribution networks, but around 2 years ago went online.
We update our collections twice a year, and we really struggle to get attention and awareness of our new designs.
Can anyone recommend the best practice for getting newly launched products successfully "marketed"?
-
Yeah, we need to ramp up our social media engagement.
We've had accidental success with a few small bloggers, But we find it very difficult to identify whether a blogger will influential or not.
Any tips or tools to help?
-
That's helpful - Learn from the competition!
Thanks for posting.
-
Besides having a clean site, that makes it easy to shop and order? Use social media and PR to it's fullest.
We optimized a sports clothing site before. Here are a few tips to get you started
On Google+, find sporting communities, and join groups that your product fits into. For example, for winter gloves, you could join a ski, or outdoor community, and post info and links there. For this to be successful, make sure you post high quality content, not something that appears "sales driven". Nobody likes a spammy self-promoting online salesman.
Twitter, follow people and brands related to what you sell. Use URL shorteners so you can create a more convincing tagline with your link (twitter only allows 140 characters, so make it good)
Facebook is a bit tricky, but using a small ad campaign works really well to get things moving quickly, especially when just starting out. We set up high quality posts, and promote them using a small daily budget for 2-3 weeks at a time. Even with $5 per day budgets, we see between 200-400 likes per month. This is not "buying likes" since the people liking the posts have an active interest in the product or post info. Once you have them like you page, their news feed will update with posts from you in the future.
PR releases and digital marketing.
PR release can help increase awareness and traffic, if you post info that is actually newsworthy. Release a new type of material or product that redifines a niche? Write a release about it. Here is a blurb from our seo blog about press releases:"Press Releases Without Actually Having Newsworthy Content
I know what you are thinking. "So if article submissions are out, I should do press releases instead." My answer would be, if you actually have something newsworthy, GO FOR IT! If you don't, then NO. A lot of businesses use press release sites simply to try and get links from news channels, and get their name out in front of the public by any means necessary. Here's the catch, you run a business, and kudos to your for doing so. According to Dun and Bradstreet there are 23 million and counting small businesses in the US as of 2010. This isn't saying that what you do or that the service you provide isn't newsworthy, I'm saying that merely existing alone doesn't qualify you. If you speak to any public relations agency, they will be quick to point out that there is much more to good PR than just a slew of press releases. Motion PR president Kimberly Eberl states that:
"Public relations is a conversation between a company and all of its different stakeholders. It encourages company transparency and works to the benefit of all parties. PR is about building awareness and leveraging relationships through various channels and markets."
If this sounds familiar, that's because it is. In essence, it's about link building. Creating press releases just for the sake of links alone is not a good practice, and can become expensive if done regularly. A good press release is one that can help other people. Remember, humans are social creatures, and when we find something that helps us, we share it. By having people share your information and providing something that is truly newsworthy and good, this can help your media relations be more effective, and believe me, the links will follow."
Hope this helps you get a good start!
-
Successful clothing lines aggressively use PR and digital marketing (social media, contests, press releases, utilizer bloggers and so on). The key is to create awareness and spark word of mouth. It's extremely difficult to do and often times cost $$$. Good luck!
-
What are your top 3 competitors doing to accomplish the same thing that you can see in the open marketplace?
Start there, and come up with your own crafted strategy based on what you have learned about competition in your industry.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Domain: Product brand or company brand?
I work for a company with a very strong brand. We have a product with an even stronger brand. Right now, our product marketing pages look like this: https://www.company.com/product/.... I believe this leads to URL bloat, and I think we're probably missing some search rank on product-branded keywords that we would automatically get if, instead, our product marketing was here: https://www.product.com/.... An example of this structure is Colgate Palmolive (http://www.colgatepalmolive.com/en/us/corp), the makers of Colgate toothpaste (http://www.colgate.com/en/us/oc/). We already own both domains, but of course right now SEO rank is entirely owned by company.com. If we put product marketing at product.com, of course the company site can still link to the product site anywhere, and vice-versa, which means (I think) that both domains help each other out. But we wouldn't have to spend as much time worrying about the branded keyword in product content. I have found some posted opinion that tends to support my hunch here, but I haven't seen anything more concrete in support of it. Has anyone got direct experience with this question?
Branding | | hoosteeno0 -
Getting Traffic to a New Website - Looking for Ideas
I am working with a company that is launching a brand new website (for a new business they are creating). I am wondering what things people have done to try to start building traffic and/or awareness for the site.
Branding | | TopFloor0 -
Best Place for Reviews in 2014
Honest, genuine & unedited customer reviews are something that I'm going to focus on for multiple companies that I work for in 2014. My question is where is the best place to push my customers to leave reviews for the company? On the company's website? Google+? Google Local? Bing? Yahoo? Yelp? Facebook? Obviously the answer is all of the above, but if you had to rank the top 3 places to get reviews that would help the company's SEO rankings & online visibility, what would your top 3 be?
Branding | | ajwyse0 -
Product expansion on website. Best practices for Retargeting Interior Pages with a high concern for brand.
For the past year, I've worked on a website that offered one product (Product 1). The homepage targeted both branded terms and the highest volume keywords for the one product. We've built a lot of strong links to the homepage using the natural variations of the targeted Keywords & the homepage ranks very well for these terms. The brand is now expanding its offerings to two products (Product 1 & 2). Thus necessitating the creation of two product subpages. I'm not concerned about ranking of Product 2's page, only Product 1. From a branding perspective, the homepage URL works wonderfully for the expanded offerings. And from an SEO perspective, offering two products allows me to target a very high volume group of keywords on the homepage that now makes more sense given the offerings. This new group of keywords will make even more sense if brand is able to roll out a 3rd product. The profitability of Product 1 & 2 are about the same. The profitability of potential product 3 is far greater 1+2 combined. Product 3 also has the most natural correlation with the group of KWs I plan to target on the homepage, i.e., I care more about the ranking of the homepage once Product 3 has launched. Product 3 will have its own interior product page as there is plenty of search volume for KWs specific to this product. I'm worried about hurting the rankings of the old product and URL confusion between the homepage & the to-be-created Product 1 page. I don't see myself having a lot of options. Options 301 - It does not make sense to 301 redirect the homepage to the Product 1 interior page. The homepage URL has strong branding and will be used in future marketing. I do not believe that I value the maintaining the rankings of Product 1 enough to push for making the new homepage example.com/home or similar to allow for the 301 redirect. Canonical - The content of the homepage will be changing, thus a rel=canonical to the Product 1 page does not make sense, nor does it make sense from a ranking perspective as I also want the homepage to rank for the new set of KWs I will be targeting The only real option I see is attempting to reach out to strong back links with Product 1 anchor text (or context) & asking them the switch the URL to the Product 1 interior page. Combine this with proper site-wide internal linking to the new Product 1 interior page & an anchor text link on the homepage to the new Product 1 interior page. Am I missing something? Am I dismissing either one of the above options too easily. Am I over-thinking this (yes probably)? Would love another set of eyes on this.
Branding | | 2uinc0 -
Shopping Experience Review Sites UK Market
Hi Have any UK members have experience of the various shopping review sites. I have an ecommerce site I would like to build trust in. I am aware of shopzilla, trustpilot, pricegrabber, Are there any more? Is any one recommended over oters? I checked out Trustpilot and it looks like it costs about £1600 per year basic which I thought was a bit pricey. Curious what experience promotors think and would recommend Thanks Steve
Branding | | StephenCallaghan0 -
What are the biggest (most serious) press release portals in the UK/USA?
A customer is releasing a brand new and world wide unique product in the next few weeks. I want to send out press releases to the biggest and most serious press release portals to get this news out in the world. Can you recommend me some english portals in the UK / U.S.A. and maybe Australia?
Branding | | leetweb2012
It's no problem if they are expensive and i don't need links in every case. Thanks.0 -
Trying to decide on best domain
I am trying to decide on a domain for a real estate site in Utah where the area code is 801. My choices are utahhomes801.com, the search term "utah homes" get 3600 exact matches, utahrealestate801.com with "utah real estate" getting 22,200 exact matches or forget the 801 and go for a shorter domain Utahnow.net or utahhomeboy.com. Is there any reason to stay away from 801 in the domain? Any thought or direction would be appreciated. Scott
Branding | | rozier0 -
Using mlm and 'scammy' websites to identify brand/reputation management opportunities
I think this almost warrants a youmoz post, but I was wondering if anyone has used MLM or 'shady' industry companies to see where they place their reputation/brand links to dominate the first 2-3 pages of google for things like 'company name + scam' 'company name + reviews'. On a side note what is your opinion of a company that goes to great lengths to create a very strong push to control those keywords? Would you recommend your clients dominate the first 2-3 pages with 'honest review about company x' and 'the truth about company x' fakeditorials? Do you guys think people see right through them. Take any MLM..for instance legal shield scam (not my company, but an MLM that I am very wary of) as professionals what do you think of their reputation management build out......what do you think consumers would see when they read this? is there such a thing as going to far to refute false claims and building sponsored reviews? I'm personally against doing sponsored reviews and spamming with them, but maybe I am naive.
Branding | | ilyaelbert1