Lee Wilcox from 'On The Tools' shares his accidental journey into eCommerce, leveraging a massive social media following on Facebook, Instagram, and Snapchat to build a successful apparel brand for tradespeople. He discusses strategies for generating user-submitted content, utilizing key Shopify apps for discounts, customer feedback, and product catalog advertising, and the benefits of bringing production in-house for greater control and efficiency. This episode is a masterclass in organic social growth driving direct-to-consumer sales.
Key takeaways
Build a strong community by leveraging user-generated content directly from your audience (e.g., asking for slogan ideas or photos of products in use).
Prioritize social media channels where your audience is most engaged; 'On The Tools' saw massive growth by focusing on Facebook and later expanding to Instagram and Snapchat for direct engagement.
Utilize Shopify apps like Bold Product Discount for sales, Delighted for customer satisfaction feedback, Feedly for product catalog advertising, and Receiptful for customizable receipts to optimize operations and customer experience.
Consider bringing key production processes like printing in-house to gain better control over inventory, design flexibility, and cost efficiency.
Focus on a niche initially to establish your brand before expanding into more competitive product categories.
Lee Wilcox is a co-founder of On The Tools, a business that started with B2B app plans, but due to the massive response to their social media activity headed down the eCommerce route. They sell logo t shirts and hoodies to tradespeople. All based on their Facebook, Instagram and SnapChat followings. Lee gives us a masterclass in why content is essential, and listening to your customer is the be all and end all. ---
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Build a strong community by leveraging user-generated content directly from your audience (e.g., asking for slogan ideas or photos of products in use).
What does this episode say about paid acquisition?
Prioritize social media channels where your audience is most engaged; 'On The Tools' saw massive growth by focusing on Facebook and later expanding to Instagram and Snapchat for direct engagement.
What does this episode say about shopify & ecommerce platforms?
Utilize Shopify apps like Bold Product Discount for sales, Delighted for customer satisfaction feedback, Feedly for product catalog advertising, and Receiptful for customizable receipts to optimize operations and customer experience.
What does this episode say about dtc strategy?
Consider bringing key production processes like printing in-house to gain better control over inventory, design flexibility, and cost efficiency.
What does this episode say about brand & content?
Focus on a niche initially to establish your brand before expanding into more competitive product categories.
