I’ve had the opportunity to be part of eCommerce teams that make made significant strides to scaling up from low 7-figures ($1M-5M) in revenue to 8-figure ($10-50M) businesses in 12-24 months.

I have observed a pattern in their growth trajectory; it is a fine blend of product development, operations to support scale and the adoption of an omnipresent digital marketing strategy. One of the companies I worked with took their marketing a step further with offline advertising i.e. TV and display advertising.

The focus of this episode is achieving a well-rounded 360° digital Marketing Funnel. Here is the breakdown of how it works

STEP 1: TOP OF THE FUNNEL FRONT END TRAFFIC

The objective of the first stage of marketing is more attention and reach. That being said, prompt audiences for an action to purchase from you wherever you are able to do so. The key channels to acquire maximum reach without breaking the bank are:

• Influencer Marketing
• Content marketing
• PR
• Google Shopping
• Build Your Pixel and Set Up Email Capture

Remember that while you are drawing attention and traffic to your site, you must harvest and collect pre-purchase data i.e. ensure you have onsite email capture in place and also pixel capture for: Facebook, Twitter, Pinterest, Google, Klaviyo and AdRoll.

STEP 2a: Video Advertising
Now start running VIDEO ads on Facebook and Instagram. Do not forget Facebook Stories and IG Stories – they are fast growing placements.
Integrate YouTube advertising into the fix.

STEP 2b: Retargeting with…
Now, trigger retargeting on:
– Twitter
– Pinterest
– Criteo | Perfect Audience | AdRoll (recommended as it integrates with Taboola
– Also, run a Google Brand Name Search campaign on AdWords.

STEP 3: Backend Offer

Your backend offers are likely where you will make profits – so ensure that this thoroughly thought out and well executed. This is where 1:1 messaging kicks in with customers and non-customers you have permission to contact takes place.

The key channels here are:

• Email (Klaviyo)
• Messenger automation (also start exploring Whatsapp bots)
• Push Notifications

In Klaviyo, the following flows are basic must-haves:

Pre-Sale Funnel
Post Purchase Flow
Pre-Purchase
10% OFF Hot List
Winback Campaign
Abandoned Cart Series
Repeat Buyer Post Purchase

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Timestamp

4:25 Social Media reach esp. FB Ads
5:49 Fundamental part of the growth strategy
8:31 First step of marketing
10:35 Second step
12:07 Final stage
13:58 Influence Marketing
16:06 Content Marketing
19:29 Google Shopping
21:19 Email capture
22:48 Retargeting

SPONSORS:

This episode is brought to you by:

Klaviyo

Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.