Choosing a marketing agency for a textile or apparel exporter
What to ask a marketing agency before hiring them for a textile or apparel exporter, and the signs they understand a long, compliance-heavy B2B sales cycle.
4 min read
Many textile exporters still rely on a PDF catalogue emailed after a trade fair as their main sales document. A PDF cannot be found in search, is hard to update, and is often only partially read before being forwarded on to someone else at the buyer's company.
What the website should do instead
- Fabric and product category pages with the same detail a PDF would carry, but searchable and always current.
- A downloadable line sheet or catalogue offered in addition to the on-page content, not instead of it.
- A sample or swatch request form directly on each product category page.
Certifications and compliance made visible
A dedicated compliance page, linked from every product page, with current certification detail, reduces the number of buyers who ask for basic compliance information by email before even requesting a sample.
A PDF catalogue cannot be found by the next sourcing manager searching for your fabric type — a website page can.
Mobile and slow-connection performance
Many buyers check a supplier's site on a phone while travelling between fair stands. Optimise images so the site loads reasonably fast even on a weaker connection, since a slow gallery of high-resolution fabric photos is a common cause of abandonment.
The takeaway
Put fabric and capability detail directly on indexable web pages, not only inside a PDF catalogue — this is what actually gets found in search and shared internally by a buyer's team.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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