060: On The Tools’ Lee Wilcox gives a masterclass in social media inc Facebook, Snapchat and Instagram

Lee Wilcox runs On The Tools – a business selling clothing for the building trade. Central to their range are witty slogans and solid clothing. On The Tools is the online only eCommerce part of the business started in Mar 2015 and in the first 12 months did 7,000 orders and turnover £175,000.

Click to Tweet: On @eCommerceMasterPlan #Podcast Lee Wilcox, On the Tools. Social media has helped him nail a huge customer base.

About the business

• eCommerce Business Structure – Niche
• Product Range Scale – niche
• On a Shopify platform
• 7 people in the business – 5 in eCommerce
• Screen print clothing in-house
• Based in the UK, sell predominantly in the UK but also sell in Australia
• Key widgets in the website:
  • Bold Apps – for discounting
  • Delighted – for customer reviews
  • Feedly – for social media
  • Receiptful – for customer receipts

Listen to hear how Lee Wilcox got started in eCommerce

Most Awesome Thing Right Now

Lee says that one of the most exciting things about the business is the continuing social growth – it’s exciting because they have created an online / social community that didn’t exist before.

Listen to hear more about how On The Tools have are utilising user generated content

Using Snapchat

Lee has found a great way to use Snapchat to increase On the Tools customer base and encourage user generated content. They regularly run competitions, where their follows submit photographs of themselves wearing On the Tools products with specific hashtags.  They can then distribute this content through their other social media channels.

The competitions invite people to send in a photo of themselves in their On the Tools clothing or draw a picture and send them over – all the entries are then judged and a piece of content is created and distributed about the winner.

On the Radar for the Coming Months

Lee is keen to increase their Snapchat following, On the Tools are also looking to increase their video content.

You can hear about all this on the podcast, for free – right now…

eCommerce Book Top Tip

Jab Jab Jab Right Hook by Gary Vaynerchuk

eCommerce Traffic Top Tip

Unsurprisingly, Lee advises people to jump on the social band wagon and through great content. He believes it’s really easy to generate traffic on social through interesting and relevant content.

Tool Top Tip

Lee and his team use Asana  a project management tool – it’s easy to use, you can easily keep up to date with what stage various projects are at and it’s free for up to 15 users.

Start Up Top Tip

Lee says start social media pages – start creating content. People get afraid of what content they are producing but it can be simply content to begin with. There will be content out there that your business can utilise or add meaning to.

If your business didn’t exist, which eCommerce Business Would you like to be Running?

Dollar Shave Club he really likes the subsription model

Interview Links

• OntheTools
• Twitter
• Instagram
• Facebook
• Snapchat

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