Shoes Advertising Agency Digital Marketing

An average shoe business should spend between $135,000 and $270,000 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth or your business generates high revenue during the holiday shopping season. 

Footwear business owners are often heavily involved with the day-to-day operations of their business. Some of the most common challenges for a shoes business include: 

1. Fast-Changing Consumer Trends: The world of shoes is profoundly influenced by evolving fashion trends. What’s in vogue today might be passé tomorrow. Footwear brands need to stay agile, predicting and responding to shifts in consumer preferences. Missing a trend or backing the wrong horse can lead to stockpiles of unsold inventory and lost revenue.
2. Sustainability Pressures: With growing awareness about environmental degradation, there’s mounting pressure on footwear companies to adopt eco-friendly practices. Sourcing sustainable materials, reducing carbon footprints, and ensuring ethical labor practices are now paramount. However, making these changes while maintaining profitability and product quality can be challenging.
3. Global Supply Chain Complexities: The journey of a shoe from conception to consumer is intricate. Brands often source materials from one continent, manufacture in another, and sell globally. This vast supply chain presents logistical challenges, compounded by geopolitical tensions, trade wars, and unpredictable events like pandemics. Any disruption can lead to delayed deliveries and diminished consumer trust.
4. Intense Competition and Market Saturation: The footwear market is teeming with brands, from luxury designers to budget-friendly labels. With barriers to entry relatively low, especially for online-first brands, the market sees constant new entrants. This saturation makes it hard for brands, especially newcomers, to carve out a niche, command consumer attention, and ensure loyalty.
5. Technological Adaptation: The digital age demands that footwear companies adopt technology, not just in their retail or marketing strategies, but also in product development. From 3D printing to AI-driven design predictions, technology is revolutionizing how shoes are imagined and created. Brands slow to adapt risk falling behind, as tech-savvy competitors offer innovations like personalized footwear or virtual try-ons.

Because footwear businesses are so focused on these challenges, it often becomes very efficient to bring in outside experts to help manage and ensure specific tasks are done correctly. Marketing and advertising are two of the most commonly outsourced areas businesses use because they are so critical to the business’s success. 

Footwear Lead Generation 

Many footwear companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high-value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer, or informational guide, then driving prospects to a landing page to collect their information. You can also collect the prospects information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so automatic calls, emails, and SMS messages are sent directly to your new prospect. If you want to help set up a lead generation for your footwear office, please contact the team at AdvertiseMint to discuss your options. 

Increasing Shoes Sales 

The most popular of all advertising objectives for footwear companies is sales. Increasing revenue is essential for every shoe company to succeed. Many ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you want to help grow your footwear, please contact the team at AdvertiseMint to discuss your options. 

Footwear App Installs

Perfect for any shoe business that has a mobile app. The mobile app objective allows you to run ads either for new app installs or for app events, which are specific events set up inside of your app, such as account creation, payment method added, or transaction complete. It can also monitor usage inside the app or if users are reaching a certain area. This allows you to display highly targeted ads that are relevant to each user who sees your ads. The most common types of apps are games, utilities, or informational mobile apps. If you want to help grow sales or usage from your shoes mobile app, please contact the team at AdvertiseMint to discuss your options.  

Footwear Local Traffic 

Many footwear companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or daily usage. Local ads can be targeted down to a single zip code or a 1-mile radius around a spot on a map. This ensures you can reach the individuals that are located close to your shoes location and get your ads in front of them. If you want to increase foot traffic for your shoes location,  please contact the team at AdvertiseMint to discuss your options. 

Footwear Brand Awareness 

As your shoe company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns, which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your footwear company stays at the top of mind for your consumers, and they continue to purchase your products and services. If you want to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options. 

Content marketing is far more than just creating content; it’s about crafting valuable, relevant, and consistent content that resonates with consumers, ultimately driving engagement and conversions. Here’s how footwear brands leverage this strategy to elevate their advertising efforts:

1. Telling a Brand Story: Every pair of shoes has a story – from the inspiration behind its design to its craftsmanship. By delving into this narrative through blog posts, videos, or social media stories, footwear brands can connect with consumers on a deeper level. This narrative approach transforms a simple shoe purchase into an emotional investment.
2. Engaging with User-Generated Content: The power of a genuine customer review or an unfiltered Instagram post showcasing a brand’s footwear is undeniable. By sharing and promoting user-generated content, shoe companies build a sense of community and trust. It’s authentic advertising in its purest form.
3. Educational Content: Not every piece of content needs a hard sell. Footwear brands can offer value by creating educational content. Think articles on shoe care, infographics on foot health, or videos explaining the technology behind the latest athletic footwear. This approach positions the brand as an industry expert, fostering trust and loyalty.
4. Interactive and Immersive Experiences: Modern consumers crave experiences. Interactive quizzes to find the perfect shoe style, virtual try-ons, or behind-the-scenes looks at the design process can be incredibly engaging. It’s content that not only entertains but also encourages users to spend more time with the brand, increasing the likelihood of a purchase.
5. SEO-Driven Content: What’s the use of great content if it’s not discoverable? Footwear brands invest in SEO-driven articles and blog posts to ensure they rank high on search engines. When a consumer types in “best running shoes” or “sustainable footwear brands,” a well-optimized piece of content can direct them straight to the brand’s website.

The world has changed for shoes business, looking to increase their marketing and advertising efforts using AI. Various new tools now enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing, and more. 

The current average cost per click (CPC) on Google ads for the term “Footwear industry” is $3.66 and is expected to increase over time. SEO generates these same clicks from targeted keywords for free. There is tremendous value from SEO as you can generate a high volume of traffic for your key business segments, however, SEO is a long-term investment. We recommend that footwear companies should be willing to plan for 6-12 months of SEO services before expecting an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action ads more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high-quality SEO, or long-game efforts, when building SEO. Most SEO tricks or gimmicks often work for a bit but later end up hurting your shoes company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things and doing them faster than your competitors. Footwear SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in the shoes area. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off-site linking, which means other websites are linking back to your site and using specific anchor text. This can be achieved by public relations, outreach, and building relationships with other websites. When these three are done together, the result is that your shoes SEO will improve, and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, please contact AdvertiseMint. 

Yes. Every footwear should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for shoe companies. Email marketing allows you to reach your prospects and customers with specific messaging based on where they are located in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company is communicating 24/7 with the people who are most interested in your footwear services and products. SMS messaging is also becoming highly profitable for breaking through all the noise and reaching your most valuable prospects via text message. There are many rules regarding SMS marketing and how to add and remove people from your footwear SMS marketing. If you want to learn more about optimizing your Email and SMS marketing for your footwear company, AdvertiseMint is here and ready to help. 

Like many others, the footwear industry is not free from its fair share of advertising regulations. While these rules may not be as stringent as those for certain sectors like pharmaceuticals or tobacco, they are crucial in ensuring consumer fairness, accuracy, and protection. Here’s a look at some of the advertising restrictions that “shoes” and “footwear” businesses might encounter:

1. Truthful Advertising: Misrepresentation or false claims about footwear can lead to hefty penalties. For instance, if a brand claims their shoes offer orthopedic benefits or are made of 100% natural materials, these statements must be accurate and substantiated. Exaggerated claims can land a footwear company in legal trouble.
2. Intellectual Property: Using patented designs, logos, or copyrighted materials without permission in advertising materials is a definite no-go. This includes the shoes’ designs and any related branding or advertising content.
3. Endorsements and Testimonials: If a shoe brand uses endorsements or testimonials in its advertising, they must reflect the genuine opinions and experiences of the endorsers. Any material connection between the brand and the endorser (like being paid or given free products) must be disclosed. Furthermore, any claims made in the testimonial must be substantiated by the company.
4. Environmental Claims: With the surge in demand for sustainable products, many footwear brands highlight their eco-friendly attributes. However, terms like “green,” “organic,” or “eco-friendly” must be used judiciously and accurately. Vague or misleading environmental claims can face regulatory backlash.
5. Comparative Advertising: Some footwear brands opt for comparative advertising, where they compare their products to competitors’. While this strategy is legal, the comparisons must be factual, verifiable, and should not unfairly disparage another brand.
6. Targeting Children: If a footwear brand targets children, they must be extra cautious. Regulations often prohibit misleading ads or those that might encourage harmful behavior in children. Moreover, online advertising to children may have additional restrictions regarding data collection.

You can find examples of shoes competitor ads online in several places. Here are the instructions for how to view competitor ads running on Facebook, Google, and TikTok ad platforms. 

View Shoes Competitor Facebook Ads 

1. Go to Facebook Ad Library 
2. Select the country where the ad appeared. 
3. Select ad category (All, Politics, Housing, Employment, Credit).
4. Search by keyword or advertiser.
5. Review Facebook ads.

View Footwear Competitor Google Ads 

1. Go to Google Ads Keyword Planner
2. Sign into Google Ads.
3. Click ‘Tools and settings’ in the top nav.
4. Click ‘Keyword Planner’ under the ‘Planning’ heading.
5. Click ‘Discover new keywords’
6. Type a relevant keyword into the box.
7. Click ‘Get Results’
8. Review Top of page bid and Google ads. 

View Footwear Competitor TikTok Ads 

1. Go go TikTok Ad Library 
2. Select ad target country 
3. Select ad type.
4. Select ad published date.
5. Enter in the desired keyword or advertiser.
6. Hit search. 
7. Review TikTok ads. 

For most companies, revenue is the KPI (key performance indicator) we monitor when determining whether marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period of time. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by the total ad spend for a specific period of time. 

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition), or CPI (Cost per Installs) for mobile apps. Monitoring these costs over time can help understand factors increasing or decreasing these numbers. They can be affected by various factors, such as landing page optimization, time of the year, and competitors. 

For companies interested in branding and spending over $100,000 on advertising, many digital ad platforms offer a tool called the brand lift study. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study splits a specific audience into two groups. The first group is shown your ads over a specific period of time; the second group sees none of your ads. At the end of the study, users in both groups were shown a survey by the ad platform. The difference between the first and second groups is called the brand lift, or the increase of consumer awareness of your brand due to running advertising.