OLD SCHOOL SHOE FITTING COMPANY MEETS COMPLETE DIGITAL BRANDING.
Brown’s Shoe Fit Co. An Old School Shoe fitting company with over 80 stores nation wide. Unique in it’s philosophy that every store is owned and operated individually – where each owner customizes and manages their own advertising, media, and truly makes the store their own. Redefining the real “Shoe Fit Experience”. Faced with the dilemma of how to keep the old school experience, but move forward in the digital age with websites, videos, and more.
What started as a new website, grew into a relationship between Twofold and Brown’s, where we’ve had the opportunity to grow the Brown’s Shoe Fit brand through their website, social media channels, email newsletters, videos, and more.
WHAT THEY NEEDED.
- New Custom Website with E-Commerce Capability
- Social Media Management
- Photography and Video
- Continued Website Management & SEO
- Email List Management & Monthly Newsletters
STARTING FROM SCRATCH.
Brown’s Shoe Fit Co. knows how to sell shoes. Seeing the importance of combining their old school tactics with an online digital presence, they knew they needed to make some changes. Unfortunately, building a website wasn’t in their bag of tricks. The broad goal was simple, build their brand from scratch online, and provide their brand with content, videos, and other media to reach more customers. Alongside providing the content for Brown’s Shoe Fit Company, we also wanted to aid in delivering that content in ways they had not explored.
WHERE DO WE START?
LAYING THE GROUNDWORK.
Content, content, content. we wanted to brand the owners and individuals that make brown’s unique. Along with branding the owners, brown’s needed a website that informed the consumer of the “Shoe fit experience” and what separates brown’s from the rest. lastly – our goal was to connect and build their new website around content strategies through facebook and google adwords.
With the new website deployed, we started content deployment through social media channels and Google Ads. A website is a tool, and pushing customers to Brown’s Facebook, website, and then eventually the store front was our goal. We developed content calendars each month for Facebook posts, managed those posts and worked with multiple store owners on the contents of them. It is extremely important that each store has an individual strategy, as no two owners are the same – so their content shouldn’t be either.
As content goes out – customer data, interactions, and more comes in. With this, we adjust and reiterate the content strategy as new data is gathered. Posts, advertising, and feedback is important to understand and the strategy is organic and constantly changing. Success today relies solely on never being stagnant – we continue to deliver content for Brown’s Shoe Fit today and that content looks and feels different every single month.
SEO & CONTINUED WEBSITE WORK
Content delivery channels are full go, but the work doesn’t stop there. We contintued (and still do to this day) to manage the websites SEO, growth, and backend infrastructure. The goal is to manage the website and overtake competitors on search engines and grab that piece of the market. To do this, we managed keywords carefully and adjust constantly. Along with SEO management, we continually pushed new content to the website such as blog updates, new pictures, new catalog items, & more. Nothing beats organic and honest growth in a website, and there is no skipping the line.
We try and complete the circle of digital content – to combine continued website efforts with social media and content strategies that consistently bring in new customers. The website is the machine, and the content that we deliver are the gears that run it.