How to Market Textile in Singapore

textile marketing in Singapore

The Textile in Singapore has grown for more than 40 years to become the second largest industry in the Asia-Pacific industry after Hong Kong. It is worth over US$3 billion and more than 2,408 retailers. Retailers account for more than US$2 billion in sales per year and the rest filled by wholesalers.

Through the Textile and Fashion Federation, TaFf, the Textile in Singapore industry has grown exponentially, which shows increased competition for customers. Here are tips to help you market your textile business in Singapore.

Fashion Events

These are initiatives of TaFf, seeking to expand the textile industry’s capacities of design and production. Residents of Singapore, as well as international textile and fashion experts, attend the fashion events. By ensuring to book a spot in the different fashions shows, you get to market your textile business to a wider audience.

In 2017, the TaFf has lined up a host of fashion-centric events, like ‘Exploring Business Opportunities with Disney’, 17 February from 1500 hrs to 1700 hrs in Sandcrawler Building. FUZE Fashion Technology 2017 16 – 17 March at Marina Bay Sands. Later in the year will be the annual Singapore Fashion Week.

Partnerships

There are textile businesses that have been in the industry for years, and with the increase in more vibrant and innovative textile production and designs, the market can still accommodate everyone. By collaborating, both new and old companies can benefit from a wide range of experience and innovative of another company.

A good example is the collaboration between Viyellatex Group and Huntsman Textile Effects in the last quarter of 2016.

On-Demand Services

The textile industry in Singapore is vibrant and to get ahead of the competition, textile businesses are offering services on-demand as a means to extend value and convenience to the customer. A good example of a textile company offering this service is ‘Fabric On Demand.’ Their website is awash with CTAs that encourage clients and users to use their on-demand services.

Online Marketing Strategies for Textile Companies in Singapore

It’s been a long journey for the textile industry in Singapore, having started as a modest manufacturer of garments and apparel to one of the leading textiles and apparel markets in the entire Southeast Asian Region.

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In comparison, its story is almost synonymous with that of digital marketing in the country. What started as a lacklustre internet state has now grown into the leading tech hub in Southeast Asia. It’s inspiring to say the least.

And as technology advances in the country, so is the textile industry. It’s like the two are feeding on each other.

So how do you use digital marketing to grow your textile sales?

Start by Building a Stunning, Good-looking Site

You can start by securing your digital real estate, and invest in it. You’re not just getting space and putting up some sheltered structure. You have to invest in the most stunning and functional site you can find.

Remember, this will be the centre of all your online operations. It’s a display centre for your products and company info. So, you have to make sure it looks swell, with a functionality that can only be compared to Amazon’s, eBay’s, or Alibaba’s.

This is no easy feat, so you have to start small – but still with an amazing website that’s enough to facilitate all your online operations.

There has to be an option for you to upload your textiles products and apparel. There have to be all the details that potential customers might be interested in. Some little bit of your ‘about us’ info, contact details, and product catalogues is an absolute necessity.

Your photography must be up to snuff, accompanied by a few videos that walk your customers through your manufacturing process and some more info.

In brief, your focus should be on creating a functional, content-rich website for your customers. There shouldn’t be any more questions to ask once a user lands on your site.

Your website is also your central communication channel. Besides your contact details, there has to be a live chat, a support ticket, and a contact phone. You must list your phone number, just in case a customer wants to talk to you directly, via phone.

Lastly, you need to develop regular stories for the site and other communication channels to keep your visitors engaged and warm.

Search Engine Optimisation

After creating a nice website, what comes next?

SEO – or visibility in the search engines. Just because you have a website that doesn’t mean people will find it. You have to work on SEO to maintain its online visibility.

The higher you rank, the more customers you’ll attract. It’s that simple, but with a lot of shades and finer details in between.

A well-optimised site does a whole lot more than get your site ranked. It puts some respect on your company’s name. Customers eventually learn to look at your company differently. Or like we say it in the digital community, you’d have attained authority status in your niche.

Of course, you have the option of selling your product in a B2B marketplace, which apparently takes it upon themselves to market their business. Meaning, you stand a chance to make sales without doing anything on your part.

However, with time, you’ll come to learn that this option can only complement your business website, rather than replacing it completely.

Content Marketing

Content marketing can be defined as the art of creating and promoting your content assets to grow your traffic, generate brand awareness, or increase your number of customers and leads.

Try coming up with a series of business-related articles and publish them in the blog section of your website or forum. Do this regularly, for a protracted amount of time, say, a year and watch as your business grows at all angles. Watch as more and more customers start trickling in, and as your number of leads and sales swell.

You can come up with stories on your best business practices, products, CSR activities, and innovation process, to name a few.

These stories can be published on your site, other people’s blogs, Q&A platforms such as Quora and Reddit, and social media platforms, as well. The point is to make sure you’re everywhere your customers are looking.

Social Media Marketing

There’s no way you’re running a successful textile marketing campaign without considering social media.

You have to market on social media to create brand awareness, generate leads, drive traffic, and to keep an open line of communication. Your options for platforms to market on include Twitter, Facebook, LinkedIn, YouTube, and so forth.

Among the social media platforms that you can market on, LinkedIn should be your top priority. As a textile manufacturer, that means you’ll be mostly selling to other businesses. That could also mean your main business targets are professionals.

You have to figure out how to best target group companies and individual professionals on these platforms for more profitable leads and impressions.

The second social media platform in your priority list should be Facebook. This is the platform you want to use to create brand awareness. You can still target professional textile-related companies on the platform, but what’s important is for you to make sure your name is everywhere.

Email Marketing

You can use email marketing to nurture your leads. It’s also the platform that you use to keep your brand fresh in the minds of your leads.

Other than that, you can use email marketing to promote your content, events, and discounts – and most importantly, to direct your prospects to your landing page or website where they can take action or get to learn more about your business.

Remember, email marketing is one of the most effective lead generation strategies that you can employ today. Email marketing also allows you to contact your buyers directly, especially foreign ones.

The process of running a solid email marketing campaign can be monotonous and taxing, but its ROI stands second to none.

SMS marketing

SMS marketing is another online marketing strategy that you might want to consider. Essentially, it’s a permission-based marketing technique that involves sending regular promotional messages to your customers (current or prospective ones). It’s permission-based; that means you have to be given the green light to send the messages.

For this, you have to begin by creating an automated system that customers have to opt-in and confirm by entering an initial shortcode. So, you’re not just mass-shooting random texts to a list of phone numbers you stumbled across or bought online.

After a customer confirms that they have no quibble with you sending them promotional messages (by texting back the 5-digit shortcode), their names will be entered into the SMS marketing software you’re using.

Also, the opt-in message you send must be accompanied by an opt-out code that your customers can use to unsubscribe from your message list. It’s that simple.

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Finally, digital marketing should be of top priority in ensuring your textile business has a robust digital presence. Also, optimize your website for mobile, since the bigger percentage of Singaporeans access the internet via mobile devices. Here at MediaOne, we help textile businesses to market their products online by providing quality SEO services. Call us now at (65) 6789 9852 for more information.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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February 07, 2017

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