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How A Footwear Company Grew Online Revenue From €389k To €1.7m With Inbound Marketing

2 mins read

In this post, we look at how we managed to grow a large commercial shoe company's online presence with huge revenue growth. This was thanks to not only attracting more visitors; but visitors of better quality who spent more money.


The Client

Shoes For Crews (Europe) Ltd is a an industry leading company who produces and sells slip-resistant footwear. They are the European arm of a company which also operates across North America and supply big name companies such as: Burger King, Krispy Kreme and McDonald's.

We started working together in 2012 and have enjoyed a longstanding relationship with the team due to the outstanding online growth over that period.

Shoes For Crews (Europe) Ltd are based in Ireland and were looking to follow in the footsteps of their American parent company who have a large online presence.


The Issue

The problem was Shoes For Crews (Europe) Ltd, despite investing in an eCommerce site, were finding online sales very slow. Part of the problem was their very small online presence, generally.

Despite being a large turnover company, their online business hadn't grown because sales most often came from presecribed recommnedations by employers like the aforementioned companies.

First, they needed traffic.


The Plan

We began planning a full inbound strategy for the client and looked at how we could reduce PPC spend and improve its ROI. We also planned a thorough SEO campaign and it was a good job we did because we found a range of issues that needed resolving.

We also planned to use social media to get our content out to an audience which was very much being targeted in the Awareness stage of the buyer's journey.

Then our content downloads and email nurturing could entice more people to choose Shoes For Crews shoes.


The Results

We immediately set about attracting more traffic to their site through SEO, PPC and social media. We also began blogging about topics which their end users would appreciate: waitress problems, cocktail recipes, favourite chef's knives... lots of top-of-the-funnel content.


What we are most proud of is the fact that we didn't just bring in more visitors; we brought in more visitors who also spent more money.


Meanwhile, we also produced plenty of downloads to turn these visitors into contacts: we set up landing pages for their catalogues; made commercial vs high-street footwear guides; career guides to becoming a chef; and more. 

This was done through producing enticing Call-To-Actions and Landing Pages.




Also, on the back-end, we implemented new solutions to track sales to the correct marketing channel, reduced their paid search wastage - stopping the tactic of throwing more money at PPC instead of making it more efficient, like we ended up doing - and resolved a host of technical SEO issues caused by their international targeting.

Their keyword ranking is now strong:





What we are most proud of is the fact that we didn't just bring in more visitors; we brought in more visitors who also spent more money. The best kind of visitors for any business.



As you'd expect, the client was most pleased.

Gosia Sobierajska, Shoes For Crews (Europe) Ltd marketing manager, says about us, "We have worked with Digital 22 on inbound strategies and have noticed a dramatic increase in our turnover as a result of their work."

She also said, "Their expertise in digital marketing has been instrumental in our growth."


See The Current State Of Inbound

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