Question

Topic: Strategy

Marketing Strategy For An Online Shoe Company

Posted by a.mayokun on 6/22/2016 at 9:14 AM ET 125 Points
I own a shoe company, and i have just made the move online. Don't have too much of a customer base, so i basically want to get my store out there to everyone. And i'm wondering how to go about it when it comes to the strategy. Do i go the social media route and get influencers to get the company out? or do i go with ads, and if ads, should it be a pay per impression campaign? Do those actually work? Took a digital marketing class, but still unsure about how to go about the strategy. Would appreciate your inputs please, Thank you
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RESPONSES

  • Posted by Mike Steffes on 6/22/2016 at 11:20 AM Accepted
    What specific message do you want to give everyone?
  • Posted on 6/22/2016 at 11:41 AM Accepted
    Who exactly is your primary target audience? Where?

    This sounds like a juicy consulting assignment for a savvy marketing professional. It's going to require a deep dive, not a few casual ideas from folks who don't fully understand your market or your positioning.

    Do you have a business/marketing plan for the online business? At first blush, it would seem that search marketing might be good, or perhaps paid advertising on Facebook. But we'd need a lot more information before those knee-jerk reactions would be true recommendations.
  • Posted by a.mayokun on 6/22/2016 at 11:45 AM Author
    The message would be that we are a shoe company, who are now online, we offer quality handmade leather shoes and accessories for individuals who insist on high quality. Our shoes are synonymous with comfort and we take into consideration our customers personal requirements.

    that would be what I'd like to give.
  • Posted by Gary Bloomer on 6/22/2016 at 7:31 PM Accepted
    With respect, "everyone" is NOT your customer. Not if you're offering hand made shoes. Tell us more about your current buyers.
  • Posted by a.mayokun on 6/23/2016 at 5:02 AM Author
    Thank you all once more for the responses. We are a relatively new Company. The primary target audience are Male middle and high class income earners who are also our current buyers, but our customers are from a small pool as we haven't really done any advertising. Search marketing is an already saturated area, and we do not have the funds to compete with the big players here. From your response, @Mgoodman I'm thinking the Facebook Ads would be a good place to start.
  • Posted by cookmarketing@gmail. on 6/23/2016 at 9:54 AM Accepted
    Can you out Zappos?

    If you're going online, you'll need to differentiate yourself in some manner...given you may be a good
    candidate 'buy local' business. Here Word Of Mouth (WOM) will be your predominate 'media'
  • Posted on 6/29/2016 at 4:19 PM Accepted
    There are lots of different routs you could take, and as @mgoodman pointed out, you would do well to hire a consultant to dive deeper into your business model and target audience to help you come up with your strategy.

    That being said, since you have a physical store be sure to pay attention to local SEO, as that is how most of your customers will find you. Facebook ads are supposed to have good local targeting, too. And developing a blog or other content marketing strategy is always a smart way to set yourself apart from your competitors and draw in customers.

    Best of luck.
  • Posted by Shelley Ryan on 7/20/2016 at 5:43 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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