With the lowest minimum order in the industry, Custom Sock Shop is the number one resource for custom made socks. They create socks for a wide variety of industries and have well-known customers including Facebook, Shazaam, and Lyft.
Custom Sock Shop has a unique customer base. Being a custom business, they needed a marketing strategy that would resonate with each of their clients’ verticals.
Custom Sock Shop has a wide variety of customers, so we wanted to get a better understanding of who the customers were and what they were purchasing custom socks for.
We found that there were such a wide variety of uses for custom socks and the audiences not only differed in product use but age, gender, and interest.
We categorized the audiences by interest and researched the seasonality. For example, we knew that many of Custom Sock Shop’s customers were coaches purchasing socks for their basketball team. We then determined when basketball season started and when the most people searched for terms like “custom basketball socks” or “basketball socks”.
We used this information to structure our marketing timeline and the basis for the content we would create.
To appeal to Custom Sock Shop’s diverse audience, we created content to resonate with each consumer’s interest. We started off by building a landing page template that allowed us to switch out copy and imagery. We optimized the landing pages for search and tailored the content to each demographic.
To increase website visits and sales, we used a combination of organic and paid promotion. We wrote blog content for each specific audience to further improve our SEO rankings. For example, we found that men purchased custom socks for their groomsmen. We wrote a blog about “custom groomsmen socks” and now are ranked on the first page of Google for that term.
We also built paid search campaigns for Google and Bing with branded and interest specific keywords. To distribute the content, we posted regularly on Facebook, Instagram, and Pinterest and boosted top performing posts.
Since launching the landing pages, Custom Sock Shop’s organic search traffic has increased by 48.09%. Organic search has continued to grow and has quickly become their number source of website traffic and online sales.
The paid search campaigns had a 31% return on investment and resulted in the Custom Sock Shop being among the top rankings for “custom sock” keywords.
The paid social campaigns collectively had over 216,000 impressions.
Since adapting our marketing strategy to focus more on targeted audiences, Custom Sock Shop’s online sales have increased by 30.64%.