CUSTOM COWBOY BOOTS & ACCESSORIES SOLD ON A NEW SHOPIFY SITE, FACEBOOK, & INSTAGRAM.
Outpost Boots is a Western & Boot store that sells Custom Cowboy Boots, Hats & Caps, Jeans, and more. They’re located in Manhattan, KS, and specialize in custom cowboy boots that can only be found at their store. They approached Twofold Media looking for a full scale eCommerce website that integrated multiple shopping channels such as Google, Facebook, & Instagram.
So how did we help? We selected Shopify as the platform that best fit their needs, and built a fully custom eCommerce Website. We integrated the right shopping channels and catalog feeds to advertise their custom cowboy boots to a whole new audience, and created a new revenue stream for a brick & mortar business.
WHAT THEY NEEDED.
- New Custom Website with E-Commerce Capability
- POS Integration for in store purchases
- Google Merchant Feed, Ads, & Analytics
- Facebook Catalog Feeds, Instagram Shopping, & Ads Re-Targeting
- Email Collections & Newsletter Email Blasts
- Continued Website & Product Management
CREATING A ROCK SOLID SALES FUNNEL WITH THE RIGHT TOOLS.
We love a challenge, and a company that’s looking to start selling it’s unique custom products is exactly what we look for in a client. The more we learned more about Outpost Boots Western Store, the more we realized this wasn’t just a standard website build out. This was taking a product you can’t find anywhere else, and bringing it to the masses. We wanted to show Outpost that there are thousands of customers out there looking to buy the boots they were selling. We did and continue to expand their sales channels and advertising methods to bring people back to their website and close the deal. Using tools such as a Google Merchant feed and integrating a Facebook Pixel into their website. When someone visited their website but didn’t purchase, we could re-target that individual on their own Facebook & Instagram. This is one example solution that we’ve implemented: we have more.
WHERE DO WE START?
THE CUSTOMER EXPERIENCE
AND THE SHOPIFY BUILDOUT.
Integrating multiple sales funnels and driving new customers to their website was the challenge, but isn’t where we started. A sales funnel is only as good as the website and shopping experience allows it to be. Our first goal was to build the Shopify site and completely overhaul their inventory, product names, collections, tags, and how they organized their selling structure online.
We wanted to make the shopping experience a great experience – so that when we started to spend money driving new customers to their website, we weren’t losing potential customers all because they couldn’t find what they were looking for. The website is the foundation that ties everything together in the sales funnel.
THE SPECIFICS – GOOGLE MERCHANT, ADS, & ANALYTICS INTEGRATION
Since integrating a Merchant Feed for their custom boots, and advertising their boots on Google, we’ve have over 1.32 million impressions. This was the results for their Merchant Ads alone, and doesn’t include impressions from Facebook, Instagram, Custom Ad Sets, or any other advertising method.
For any business, you have to identify what works best for their product or service. In this case, we knew Google Merchant was going to be a great tool for driving new sales.
FACEBOOK / INSTAGRAM SHOPPING & RETARGETING
Once we had the Google pipeline in place and generating revenue for Outpost Boots, the next step was to setup auto-updating catalog feeds for their boots on Facebook & Instagram. Their Instagram generates a lot of organic traffic from people who are fans of their custom boots, so providing quick access to shop those items straight from their Instagram was going to be key.
Along with setting up these feeds, we integrated the Facebook Pixel onto their website where we will start re-targeting users we capture from our Google Ads. In bigger terms, we’re completing the pipeline and maximizing our ad conversion by making sure we follow every warm customer we get. If we pay for someone to visit the Outpost site from google, then we want to follow up with that person in every way we can – even going as far as displaying ads on their Facebook. Here is a simple breakdown image.
FORWARD THINKING MARKETING, AND CONTINUED GROWTH
Forward thinking marketing means making adjustments and moves on behalf of the client for continued growth. Their job is to make and sell custom boots – our job is to make sure we’re doing everything we can to market those boots to the best of our ability.
When we started helping Outpost Boots, we’ve worked with them and overcame so many challenges. In the beginning, we built their E-Commerce site on an entirely different CMS because it was one they had paid a whole year for. Unfortunately, that CMS had shortcomings and restrictions that was limiting their growth – so a switch was inevitable. We looked at this switch as a fresh start to their pipeline with a better understanding of how we could tie it all together.
As our clients grow, we do too. Not every solution is simple and straightforward. With Outpost Boots, their continued growth is not only because of their willingness to try new solutions, but their clear passion for custom boots. They love what they do, and in our experience that is what makes the best clients.