Fashion Advertising : How To Get People To Visit Your Fashion Store Website

People visiting your website (or traffic as it’s called in the internet world) can be a source of new customers for your fashion retail store.

Fashion retail store online advertising

In my last post, I talked about the advantages of having a website for your retail store. The next step is to discuss ‘traffic’.

Just like in your physical brick’n’morter store, the more people that visit your website, the more new customers and sales you will generate. Before we can look at ways to increase traffic to your retail store website using advertising, let’s examine the ways people usually search for, or come across a website…

Method 1 – SEARCH) They search for an existing brand using a search engine. e.g. They search for "Nike".

Method 2 – SEARCH) They search for an existing product using a search engine. e.g. They search for "Nike SB".

Method 3 – NEWS / PUBLICITY) They skim the news topics in online, or in traditional media, find an interesting fashion article, read it, and then visit your web site.

Method 4 – ONLINE ADVERTISING) They see a product they like advertised on a portal / directory / web site they visit frequently.

Method 5 – OFFLINE ADVERTISING) They see a product they like advertised in traditional media like newspapers, magazines, radio, TV, etc. Then they type the URL of your web site into their web browser, or search online for your store name.

Method 6 – ONLINE LIST ADVERTISING) The product / brand / label is promoted via email to a list of people who have subscribed to receive an e-newsletter. The link in the e-newsletter takes them to your website.

Method 7 – DIRECT) The prospect / customer visits the retail store and at some point visits your fashion web site by typing the URL into their web browser.

These are the main methods of bringing traffic to your retail web site. Most retailers will need to look at utilising several of these marketing methods, not just one. My recommendation is to take some time to sit down to think about and create an online marketing plan and how that plan ties in with your current website design and sales strategy.

For example, are you using your fashion store website to get people to visit your store, or to make a purchase online, or to subscribe to your online newsletter?

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

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