In a research report by Allied Market Research, it is found that the footwear market is expected to reach $530.3 billion by 2027. While this is a positive forecast for shoe brands, it also means that the competition will continue to be challenging in the following years.
One of the most difficult parts of selling online is that shoppers don’t get a complete picture of how the items will appear in person. Customers are wary of how shoes would look with their own outfits, particularly for online footwear brands. Not to mention the size, design, and color options.
Ecommerce businesses use a range of techniques to communicate how good their products are online, but is this enough to encourage consumers to buy? Customer content, according to UNISA, is a valuable medium for providing consumers with real-world samples of their brands in motion.
On that note, here are five strategies to use for your ecommerce shoe brands to rival your competitors:
1. Invest In Product Differentiation
First and foremost, you need to ask who are your customers? What desires are fulfilled when they buy your shoes? When marketing your brand, different styles of shoes need different approaches. Women’s stilettos, for example, are not the same as women’s heels, despite the fact that they are both women’s footwear. So take the time to find out what desire your shoes are fulfilling for customers. This is one of the most essential strategies to determine who your target audience is, the pain points you’re dealing with, and how you differ from your competitors.
When it comes to other brands, you can check those that market identical products to yours. Examine their messaging tactics and make a list of the things that you feel would appeal to your brand. Simultaneously, understand how you can set yourself apart from their tactics and methods. Developing a successful marketing strategy for your shoe brand will probably take hours or even days of research. Yes, it is a time-consuming process but it surely will pay off in the long run.
2. Build A Customer Database
Take note that your customers today might be your customers tomorrow. Shoes will get old and your customers will eventually get a new pair as a replacement. If you have faith in the quality of your product, then don’t miss the opportunity to secure your future sales by creating a customer database. In a nutshell, a customer database is a collection of information gathered from each customer that is relevant to your business. This can include their names, addresses, contact information, and products they have bought from you in the past. You can gather customer information through questionnaires and surveys via email but you can also take advantage of customer database software to collect and store information more conveniently. Remember to always let them know why you’re collecting their information and what it will be used for.
Most customer database software contains features that make customer data more searchable, editable, and convenient to import and export. Also, keep in mind that when the footwear competition shifts, people are more likely to stick with the brand they know and trust — and that should be you. Regular communication builds confidence, and it can also help your customers feel valued. You can connect with them through email marketing, SMS blast, webinars, online networking events, social media platforms, etc.
3. Go Social Or Go Home
Ecommerce marketing is quite challenging, considering the wide range of competitors in the industry. This is why you must do your best to consistently market your shoe brand online. There are numerous social media platforms where you can start building your own community and spread awareness about your shoe brand. Remember that social media sites like Facebook, Instagram, and Twitter, as well as search engines like Google, are essential to your success.
For instance, you can sell your products directly on Facebook to elevate your ecommerce site. Not to mention, Facebook for Business offers powerful advertising features such as remarketing, interest targeting, financial targeting, carousel ads, and many more. For Instagram, you can use the platform to repurpose old content and help maximize your social marketing efforts. We feel extremely bullish on Instagram as the main avenue for shoe brands to connect with their audiences. The beautiful UX/UI and mass adaptation makes it easy for brands to build relationships online.
When it comes to Twitter, the Twitter Explore page provides you with an up-to-date list of trending topics and hashtags in your area that are important to your customers’ interests. As a result, you can utilize this section to find relevant Twitter hashtags and discussions that are important to your target audience. These modern platforms offer huge opportunities, as a matter of fact, you will likely meet your first loyal supporters here, who will provide you with valuable feedback that can help you attract more customers in the future.
4. Write Detailed Product Descriptions
Detailed product descriptions are extremely important for ecommerce businesses. In fact, studies reveal that creating informative descriptions for offerings can help ecommerce businesses increase their sales. In other words, make absolutely sure that the product descriptions of your shoes are appealing, descriptive, and organized. Great product descriptions can help build customer trust and they can also provide your ecommerce business with a refined, genuine online presence. Without them, your site may appear to be incomplete or scammy.
It’s also crucial to balance how you present your products’ features and benefits in your descriptions.
Courtesy of WebEngage Monk
When it comes to writing product features and benefits, here are some important points to remember:
- Select three features that offer the highest value. Also, it’s not necessary to list down all benefits of every feature.
- Clearly describe the selected features’ benefits and what they can bring to the table.
- Explain or describe how it can help fix a problem a customer is facing.
- Balance the technical descriptions with emotional pulls.
5. Optimize Your Ecommerce Website
It is a wise strategy to optimize your website if you want to achieve a higher conversion rate. A clean and user-friendly site that loads easily and shows only valuable information, along with other convenient functionality, is a crucial aspect when it comes to success in the digital marketing space. And since you’ve chosen to start your business online by establishing an ecommerce website, you have to ensure that your platform is as good as your products. One of the best ways to turn leads into conversions is through website optimization.
If you don’t have the ability to create a website from scratch, no problem. To help you get started, here are three user-friendly ecommerce websites that can help you set up sales for your shoe brand:
You can learn how to optimize your website and market your brand on your own, but you can always seek the help of digital marketing experts to get the job done for you. Ecommerce marketing is not a difficult subject, especially if you’re working with the right partner. At Huskee Digital, we can be of great assistance. Check out our case study here.