Bangladesh is one of the leading textile and apparel manufacturing countries in the world. To attract the target customer the industry is taking many marketing strategies. Nowadays with the change of technological environment, digital marketing has taken place a very important role in the world.
Figure: Digital marketing can help to find targeted customers for an apparel manufacturer.
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
There are some common tactics of Digital marketing and all of this tactics are used in B2B (Business to Business) and B2C (Business to Customer). However, most of the textile business of Bangladesh is B2B. So for B2B all of those tactics are not applicable. Tactics those are applicable in the marketing strategy of a textile manufacturing company are discussed here.
Implementation of digital marketing
A nice functional website
Before you get fruits from the digital world, make sure you enter here with the best outlook and best functionality. An effective, functional and communicative website is the first step to promote a company or its products to the world. The website could be in the company’s own domain or the company may have web pages on other platforms like Alibaba, Amazon or eBay.
Textile and apparel manufacturing companies mostly focused only on production. They hardly focus on their own website. Photography, videography, content, and graphics are very important. Even if the company has a website, they don’t update it and they don’t use it in communication.
A functional and communicative website should become the vehicle for all sorts of company communication whether it is internal or external. For achieving marketing goals, textile and apparel manufacturing companies can produce regular stories for their website and other communication channels.
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
By using these tactics, textile and apparel manufacturing companies make an SEO friendly website which ranked them higher in the search engine and they are easily available to the respective client (buyer, other manufacturer etc). Well, optimized website not only gives rank but also create a good impression on the customer.
If the manufacturing companies open their own site in B2B marketplaces which are already good SEO site, the company itself will learn how they can improve SEO of the own pages and sites.
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
By using these tactics companies can create some business-related content and publish them in textile related international and domestic blog or forum. This will create a good impression and also generate some lead for business.
There are a number of textile, apparel and fashion media platform all around the world. Textile and apparel manufacturing companies can produce stories on their best practices, CSR activities, product and process innovation etc. and can publish those stories in those media.
A careful look needs to be given in choosing the topic of the story to be communicated. Right communication channels required to be chosen. On top of everything, there should be a concrete objective of the communication. Textile and related companies may take assistance from professional content development and communication service providers in the aspect. Factory Tales is such an initiative of Textile Today. Textile Today is producing a number of stories and contents for textile companies all around the world.
Social media marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. Marketing through Facebook, Twitter, LinkedIn, and YouTube is the example of social media marketing.
Among the social media, LinkedIn is the most useful for the textile manufacturing companies as marketing perspective. LinkedIn is a social media for the professionals, so a branch of textile manufacturing related professionals easily finds out on LinkedIn. By targeting textile related individual professionals and groups companies are easily generate some profitable lead an01 impression.
Facebook is the most used social network site. They contain a big database of people all over the world and all types of professions. So by targeting those textile related professionals companies are generating their lead.
By using youtube, textile-related companies could publish some video related to their production process, quality control process, ethical standard etc. that might create good impression and awareness about the company. This strategy helps to increase sales volume of a company also.
There are other dedicated professional media hubs specific to textile and apparel industry. Textile Today is such a platform where the textile companies can publish their stories and reach to the people specific to the industry. Noise reduction in social media communication is a great challenge. Many social media campaign fails only because it communicates more to the unnecessary people rather than right people. Using industry-specific dedicated platform for communication will help a lot in this. Textile Today is building such a platform with all its services like knowledge dissemination, events, training, jobs etc.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people towards the business’ website.
This is the most important tactics for digital marketing in the B2B setting. For textile and apparel manufacturing companies in Bangladesh, email marketing is the biggest lead generation method. By using email companies can contact the respective buyer, especially with the foreign buyer. But by using traditional email process it is very complicated and time-consuming process. There have some rules and regulation in this traditional email transportation.
By using email marketing process it is so easy and less time to consume as well as more effective than traditional email communication process. Textile Today has a huge database of right textile, apparel, and fashion professionals. Textile Today Newsletter every week reaches to their inbox. Using a professional service in sending your stories to customized right receivers reduces the load on all parties. Textile Today make sure privacy and code of conduct in email using. Most of its newsletter goes to the right inbox.
SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages. To receive text message specials, new product updates or more information, customers are usually required to opt into an automated system by texting an initial shortcode. When the 5 digit code is texted, that user’s phone number is then stored by whatever SMS marketing software is issuing the texts. A confirmation response is usually sent as a receipt for opting in, with an opt-out code included for potential future unsubscribing.
Companies like machinery marketing, dye-chemical marketing, fabric marketing, yarn marketing, accessories marketing etc. are using SMS marketing tactic to communicate with their customer through SMS and upgrade their sales volume.
Overall, in this digital world, Bangladesh textile industry needs to apply digital marketing tactics in their marketing strategy. If companies merge traditional marketing and digital marketing in their marketing strategy it will be more effective. By using digital marketing textile and apparel manufacturing companies easily can find their customer and create a positive impression on customer mind which help them to increase their sales and also maintain a good relationship with the customer.