At Chiappetta Shoes we offer one on one customer service where you are a name, not a number. Our products are of the highest quality and we offer a selection not found in most other retailers. At Chiappetta’s we are a firm believer in John Wildsmith’s quote “you are either in your bed or in your shoes, so it pays to invest in both.” Footwear is our foundation, and footwear is our first line of defense and that’s why it’s important to spend wisely. Quality, Service, and Selection is what makes a great experience for you, and is all found within Chiappetta Shoes.
Source: Blog – Chiappetta Shoes
The next sentence is probably going to show up on every blog post because everything I’m writing lately is a result of the work on this upcoming book. In my upcoming book on the sneaker industry I talk about how Nike’s direct to consumer strategy has completely changed the landscape of footwear sales. In one section of the book I discuss the fact that Nike has launched three different content management systems in the process of engaging their consumer. I consulted a major chain last year and told them that the best possible way to build their online sales was via a consistent strategy of content creation on their own platform. That chain decided to continue with their influencer marketing, and Google Ads driven marketing strategy. In the meantime Nike continues to deliver incredible content on their websites which means that Nike is showing up higher and higher in search.
What does this mean? Nike continues to build their online strategy via the most important, long term, and cost efficient method of marketing, the blog. Nike is of course also running Google Ads, but by running their three blog platforms they are creating pages that are being indexed and are searchable via Google and Bing. The paid ad by the footwear chain looks like an ad is being overlooked by people who are really looking for a product.
On to the store that I have to say is doing one of the best, thankless and possibly humbling jobs of creating content in the industry, Chiappetta Shoes.
The small Wisconsin based shoe store is being led into the future by Anthony Chiappetta who has taken on the burden of creating important content around medical issues with feet and footwear. He is also taking the time to write features on customers who shop at the local store. The blog on the e-commerce shop is missing a few vital elements, social sharing buttons under the title of the articles, and Disqus for customers to leave comments without the spam that typically arrives on blogs, but the information is golden.
The picture above is from a post on their blog about plantar fasciitis; a common problem for runners and for those who stand on their feet all day. Because Anthony is a certified pedorthist, an article like this allows the store to explain why your feet may bother you and what you can do to avoid these issues. Why is this important?
When a person decides to search for problems with their feet, the blog post on the site will be indexed if Chiappetta has registered the site with Webmaster Tools on both Bing and Google. That person searching would probably have gone to a medical site. Instead they find a blog that is hyperlocal with in depth information and in that blog there is a link to footwear or orthotics that could help with the issue.
Foot Locker has attempted to sell shoe inserts. They made up a measurement for sales leads called “hook ups”. The goal was to get people to purchase more shoe inserts. It failed miserably. Why? A 16 year old high school kid being paid minimum wage doesn’t have a clue about why your feet are hurting. Foot Locker doesn’t have a blog. In the long run when someone is searching for kicks that help with foot problems you know what’s going to show up three years from now?
The indexed article on Chiappetta Shoes. Anthony may not be reaping the benefits right away because it takes a long time to build an audience, but as Chiappetta continues to deliver important information to the footwear audience they will become known as the most informative sneaker shop in the country. No amount of Google Ads or Facebook Ads will still help you after one month. Facebook Ads won’t help you after 1 day. As soon as the ads stop running engagement falls.
Chiappetta Shoes is taking the slow road in marketing, but it’s the right road.
Visit the site: https://chiappettashoes.com/