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      B) Recommended digital marketing practices

       

      Important online: 

      Users need to understand who is behind the platform and feel a human connection, especially today with so many fake fashion brands and drop-shipping sites.

      Ask yourself: “If I were a buyer, how would I know this platform and its suppliers are real? Would I trust it enough to enter my credit card details?” Buyers want to know that the people behind the business are real. This means including photos of you and your team in the “About Us” section, linking to your general website, and talking about your team and the activities you’re involved in.



      NOTE
      If your marketplace name differs from your organization’s name, we recommend creating a business profile with the same name as your marketplace. Use your organization’s accounts to promote the new profiles and increase their visibility.

       

      Media Type of audience (clients)  Recommended frequency and other considerations & Type of content that interests them

      LinkedIn business account


      Help center for Businesses on LinkedIn

      Companies and employees, B2B space of professionals. 


      • Textile suppliers +++
      • Sourcing professionals ++
      • Designers +-
      • 2-3 posts per week.
      • During weekdays.
      • Include a minimum 3 hashtags (#) up to 6. 

      Business strategies. 

      For suppliers: how to sell more for suppliers. 

      For sourcing professionals: how to source better. 

      People first.

      Users like to see photos of your team in action and its progress. 

      Business progression & growth. New suppliers announcement, coverage of suppliers, new partnerships, etc. 
      Innovation.

      New, innovative materials, not the regular things, they want to hear about the new textile technologies.

      Instagram business account


      Help center for Businesses on Instagram

      The individuals behind the companies and the employees in their personal time. 


      • Textile suppliers +-
      • Sourcing professionals ++
      • Designers +++
      • 3-5 posts per week, keeping consistency for good ranking in the algorithms. 
      • During the “off hours” and weekends, you can schedule posts  (Read this) 
      • Be mindful of SEO. You can include keywords throughout your text or include a minimum of 3 hashtags (#) up to 10. 
      • Keep your feed’s visual style consistent.
      Product presentation.

      It is important to inspire users through high-quality, well-curated content.

      Supplier storytelling.

      Show the human side of your business. 

      Trends and collections.

      Instagram is a great place for designers to get inspired, so by showcasing your products in organized ways you can inspire them to source from your suppliers. Make them dream!

      Vary your content.

      Keep your audience engaged by changing the type and style of content. For example, if you show your supplier’s textiles, the next post could be on a different topic, such as a new system feature, or company update. 

      Google My Business


      Help center for Businesses Google Profiles

      Anyone who searches your business name or your marketplace name. 
      • No frequency, only maintenance 
      • Profile images and logo.
      • Company description and overall marketplace mission.
      • Website link.
      • Phone number.
      • Call to action button (e.g contact us, talk to a rep, book a call)

      Facebook business account

      Help center for Businesses on Facebook

      The individuals behind the companies and the employees in their time. 

      • Textile suppliers +-
      • Sourcing professionals +-
      • Designers ++
      • To your discretion, consider your strategies and clients. 

      Community connection

      People now use Facebook to connect with communities, such as groups that provide resources, share best practices, and offer mutual support.

      WhatsApp Business App 

      The business platform is reserved for large organizations. Focus on the business App. 

      Help Center for WhatsApp Business App

      Everyone that uses WhatsApp for business or individual needs.

       

      • To your discretion, consider your strategies and clients. 

      Communication with clients

      Use this to build direct communication channels with clients.

      Pinterest Business Profile 

      Help Center for Pinterest for Businesses 

      Designers and creatives looking for inspiration.
      • 3-5 pins per week.
      • Focus on consistency.
      • Use high-quality images.

      Product catalog pins with links to the product pages on your marketplace

      You should do pins for every product available on your marketplace. This app drives incredible traffic in the industry. It is free to use this tool, and it will quickly convert designers into buyers.

      Inspiration

      Showcase materials in your marketplace alongside inspiration to drive engagement to your website. 

      Trends

      Post seasonal trends or trending collections (e.g. sustainable fabrics) to keep content relevant to those searching for the type of product you sell.

      Articles

      Every time you write a blog, you can bring it into Pinterest alongside visually appealing images that link back to your blog.  You can also include the products with the price within the app so clients can easily access your supplier's catalog and checkout. 

      Note: X (formerly Twitter): Mostly for announcements. Not much activity from the textile industry side. 

       

      In the textile supply chain, clients face long processes and time-consuming calls to buy textiles. Your marketplace and/or E-commerce are almost “A light at the end tunnel” for them, offering them a solution for instant purchases. 



      Here is an example of a good product post : 

      Test

      Two concepts you need to be familiar with: 

      • Organic content: Free promotion (e.g., LinkedIn post).
      • Paid content: Requires a fee (e.g., Google Ads, promoted posts).

       

      Organic content: Social media posts = free advertising


      Use organic posts frequently to build visibility without cost.

      Recipe for a good post:

      1. Insert URL: Share your product page URL for automatic visuals.
      2. Upload images: Use marketplace product images.
      3. Tell a story: Share insights on suppliers and textiles. Include relevant hashtags.
      4. Keep it short: Focus on individual fabrics or collections.
      5. Choose the platform: Decide between Instagram, Facebook, or LinkedIn.
      6. Visual appeal: Always include product photos.

      Read our trend report 2024 on Adwords, Hashtags, and Keywords

      Paid content: advertising and promoted content

      Paid content requires a strategic approach. Partnering with professionals can improve your success rate.

      • Google Ads: Effective keyword usage is crucial—professional management is recommended.
      • Promoted LinkedIn & Instagram posts: Boost visibility by paying for promotion. Custom audiences work best when tailored to your clients' needs.

       

      How to best work with your marketing agency

      Make sure they understand your target market is B2B, not B2C. Share this growth marketing playbook and keyword trends document to guide them in maximizing effectiveness.

       

      Nonprofit opportunities

      Each qualifying nonprofit has access to up to $10,000 per month in search ads shown on Google.com. Additional Google Ads may be purchased in a separate account.

      Learn more at: https://www.google.ca/grants/