| INTRODUCTION: There are numerous footwear brands out there, but how do you make yourself stand out from the crowd? That is the real challenge. A good solution for this is deploying an effective digital marketing strategy. Digital Marketing has become a very useful tool in advertising, compared to traditional marketing. It provides you with the right tools to engage with your audience, increase your brand awareness and maximize your profit along the way. Footwear really is a never-ending topic. Never-ending for us and never-ending for every fashion lover. Style, the variety of models, materials, textures, here is a strategic marketing plan for OK footwear. GOALS OK Footwear will reduce unnecessary expenses as much as possible and make it reasonable in the industry to sell affordable footwear with optimum quality. |
MISSION
For every consumer of OK Footwear to find comfort, ease to wear, and durability at an affordable amount.
SWOT Analysis
At OK footwear, we want to help the customers learn what it does well, improve what it doesn’t, capitalize on what it can do, and defend against what could challenge it.
| Strengths | Weaknesses | Opportunities | Threats |
| Provide a wide range of quality and affordable footwearsEstablish a good loyal base of brand and customers. | -Dependent on third-party footwear suppliers and efficiency in timely import.-Brand may not be well recognized by the consumers. | -Offering value for less expensive amount,-Pay on delivery service. Quick and timely delivery | -Top and well-known brands-Competitors have the huge financial backing to invest in advertising which makes them more popular |
Business Initiatives
OK’s footwear has the ambitious goal of selling quality at an affordable price. To help the business do that, we will pursue the following initiatives:
Initiative 1
Description: Over the next few months, we’ll work on building a blog property that becomes a go-to resource for consumers’ burning questions – and our number-one source of leads month over month.
The goal of the initiative: To increase our website’s rank on Google and create critical top-of-the-funnel marketing content that helps the sales team start more conversations with prospects.
Metrics to measure success: 5,000 organic page views per month / 10 content downloads per month
Initiative 2
Description: Good visuals, creating genuine, natural-sounding content because buyers want to get a sense of the way they will look after products arrive.
The goal of the initiative: To increase engagements, this drives more qualified traffic to the site and, in turn, boosts conversions and revenue.
Metrics to measure success: Quality number of likes, saves, shares, conversions, traffic, and mentions on social media platforms
Initiative 3
Description: strong pay-per-click ad campaign. Being in the top ten organic results is critical, but having paid ads can put the brand’s visibility on those pages even higher.
The goal of the initiative: To gain more visibility over competitors when customers search for footwear
Metrics to measure success: 50,000 PPC ads engagement per month.
| Target Market |
Industries
We’re targeting the following industries where we’ll sell our product and reach out to customers:
Industry 1
This includes sports, gym, fitness, and wellness weight loss, workouts, etc.
Industry 2
This includes; fitness coach, casual wears, fashions brands, sneakers and all types of shoe brands, etc.,
Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to represent our ideal customers are both male and female, for instance:
Buyer Persona 1
Buyer Persona 1 is 27 years old. She works in a bank for a living and spends her free time, mostly weekends, going to a gym nearby as a form of keeping fit. Ultimately, Buyer Persona 1 wants to get quality, comfortable but affordable footwear that wouldn’t wear out in time.
Buyer Persona 2
Buyer Persona 2 is a retired civil servant aged 68 years old and anytime he is going for casual visitations, comfortable sneakers always come to mind. This is what we provide.
| Market Strategy |
Product Description:
Ok footwear will produce its main product line with very attributable features and benefits that will cover the market share and continue to grow in the future. The main features and benefits of its core product to its consumers include attractive shoe design with varieties of shapes and colors featuring superior quality at a reasonable price.
ORGANIC SEARCH
Starting Off On The Right Foot
The first thing a potential consumer will do is search the internet for the best shoes, latest trends, and the most trusted brands. Because 90% of searchers don’t move past the first page, they inherently trust that the sites listed there are the most trusted in the industry. Having an organic search campaign designed to target the keywords most relevant to our brand and products is the most reliable way to help us reach those first.
Paid Campaigns
The next step to a fully successful digital strategy for footwear brands is a strong pay-per-click ad campaign. Being in the top ten organic results is critical, but having paid ads can put our brand’s visibility on those pages even higher search results.
Predictive analytics.
Here, information on customers about previous purchases, for example, provides a wealth of insight from which to segment audiences and deliver targeted marketing campaigns.
Content Creation
Creative, authentic content is more important than ever for a digital strategy. Already in 2020, Google has released two core algorithm updates, and it’s a safe bet they’ll have an impact on search rankings for sites around the world. The best way to stay at the top of your game, regardless of any changes to how Google ranks pages, is to tailor your content for the user, not the crawler.
| Marketing Channels |
Over the course of the year, we will launch/ramp up our use of the following channels for educating our customers, generating leads, and developing brand awareness:
Website/Publication 1
Purpose of channel: Brand Awareness
Metrics to measure success: 50,000 unique page views per month
Website/Publication 2
Purpose of channel: Brand visibility
Metrics to measure success: pay per click advertising will be calculated, this helps monitor the campaigns and keep you up to date so you know your strategy is constantly adapting to suit the ever-changing digital landscape
Social Network: Facebook
Purpose of channel: Post on Facebook daily, inform your customers on the latest news, collections, and behind-the-scenes fun so customers can get to know us! It’s all about having fun with our community and connecting with other creatives to support one another.
Metrics to measure success:
- Engagement. Engagement measures the number of times someone took action on our posts.
- Reach
- Impression
- Facebook Referral Traffic.
- Page Likes & Follows.
- Video Retention.
- Video Engagement.
- CTR.
Social Network 2
Post daily and use appropriate hashtags so people can find your business easily. It is also a good idea to keep your Instagram feed consistent with a certain style, to bring more followers in as they know what to expect from your future content.
Metrics to measure success: like, shares, saves, and mentions
- Follower Growth Rate.
- Engagement Per Follower.
- Website Traffic.
- Link Clicks.
- Comments Per Post.
- Instagram Stories Engagement.
- Reach
| Marketing Technology |
We will utilize the following technologies and software to help us achieve our goals and objectives.
- Marketing CRM
- Odoo.com
- Email Marketing Software
- Mailchimp
- Blogging Software
- WordPress
- Advertising Management Software
- Google Analytics, Facebook ads manager, and Twitter
OKOSUN FAITH ONOWOME
Digital Marketing Analyst Intern at International Institute of Digital Marketing™
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