E-Commerce Marketing Strategy Masterclass | Rishabh Dev | Skillshare

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E-Commerce Marketing Strategy Masterclass

teacher avatar Rishabh Dev, Growth Marketing Consultant

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (1h 4m)
    • 1. Introduction to the Ecommerce Strategy Course

    • 2. The Foundation: Ecommerce Store

    • 3. Ecommerce Marketing Pillar #1: Advertising

    • 4. Ecommerce Marketing Pillar #2: Email Marketing

    • 5. Ecommerce Marketing Pillar #3: Organic Social

    • 6. Ecommerce Marketing Pillar #4: Organic Search

    • 7. Revenue Split, Profit Margins and Ecommerce Analytics

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About This Class

Learn The 4 Pillars of Ecommerce Marketing Strategy for Online Stores

Course Contents:

  • The Foundation: Ecommerce Store

    • Store Frontend or User Interface

    • Store Backend or Admin

    • Tools

    • Metrics

  • Ecommerce Marketing Pillar #1: Advertising

    • Validation Campaigns with Small Test Budgets

    • Experiment, Experiment, Experiment

    • Find Product-Market-Pricing Fit

    • Ecommerce Landing Page = Product Page

    • Getting Started

    • Tools

    • Metrics

  • Ecommerce Marketing Pillar #2: Email Marketing

    • Components

    • Tools

    • Metrics

  • Ecommerce Marketing Pillar #3: Organic Social

    • Channels

    • Convert ads > social media fans

    • Convert email subscribers > social media fans

    • Convert other customers > social media fans

    • Don't rely on Organic Social Sales for the first few months

    • Focus on content buckets and engagement initially

    • Metrics

  • Ecommerce Marketing Pillar #4: Organic Search

    • Product Pages Optimization

    • Static Pages Optimization

    • Blog Posts

    • Competitor and Keyword Research

    • Link Building and Collaborations

    • Position Tracking and Updates

    • Tools

    • Metrics

  • Revenue and Profit Margins

    • Initially, most of the revenue will come from ads

    • Ads are for acquisition and will usually have lower profit margins than organic channels unless ROAS is extremely high consistently

    • Start with 100% ad revenue

    • In the first 6 months, target 80% revenue from ads and 15% from email marketing as email database increases, and 5% from organic social media as engaged fans on social media increase due to ads

    • After 1 year, target 70% ads, 20% email, 10% organic social.

    • By this time, organic search results kick in

    • At the end of YEAR 2, target 40-45% ads, around 30% email, 10-15% organic social, and 10-15% organic search.

    • Over time, reduce dependency on ads and bring it down to 30% ads, 30% email, 20% organic social, and 20% organic search. This is an ideal, diversified marketing channel split as well as a high margin business.

  • Ecommerce Analytics

    • To measure pillar effectiveness in comparison to each other, apart from the metrics discussed above, follow UTM-based reports

    • Step 1: Use UTM links for all marketing pillars

    • Step 2: On Google Analytics, head to ‘Acquisition’ > ‘All traffic’ > ‘Source/Medium’. to check Conversion Rate and Revenue by UTM

Meet Your Teacher

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Rishabh Dev

Growth Marketing Consultant


I consult business on digital growth marketing and online strategy. I love creating content from my experience on online marketing, growth strategy, and productivity.

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1. Introduction to the Ecommerce Strategy Course: Hello everyone and welcome to the e-commerce marketing strategy course. So in this course, we're going to cover the entire strategy that you need for your digital marketing of your e-commerce company. So if you're an entrepreneur, if you're a market here, this is the course for you. In this video, I'm gonna give you a quick introduction about the course, what we're going to go, Who discourse is for, and how are we going to progress on all the levels of e-commerce marketing? So this course is about understanding what you need to be doing for equivalence marketing. So your entire strategy in e-commerce is based on the four pillars of marketing and the foundation which is your e-commerce store. So we're gonna go through each of the pillars which are advertising, email, marketing, social media, and such. So we're gonna go to each of the pillars, discuss different elements within each of the pillars, and then look at analytic says, well, this course is for anyone who is an entrepreneur who wants to start an e-commerce business, or it has an e-commerce business. It is also for marketeers who work with e-commerce businesses. So if you are full-time role promoting an e-commerce business, or if you're a freelancer, consultant or additional marketing agency working with e-commerce clients. This is the course for you. And of course, if you're just curious about e-commerce, this will also be a course for strategists who just wanted to understand how to draft a distant marketing strategy. In this case, for the example of e-commerce. So we're gonna start from the foundation. And this is, this course is for all levels because you're going to start from scratch. And we're going to discuss different ideas and different strategic elements of each of the pillars that you need to have for e-commerce marketing. So let's get started. 2. The Foundation: Ecommerce Store: Hey everyone and welcome to the e-commerce marketing strategy course. My name is Dave I actors consulting CMO for many e-commerce businesses. And found that new e-commerce entrepreneur sort of go into the whole process, into the whole marketing process, specifically without a strategy in mind. So discourse is designed for marketers as well as entrepreneurs who are starting their own e-commerce store, their own e-commerce business. To get an idea of the indict e-commerce marketing components, the key pillars of marketing and how to devise and strategy, which focuses around optimizing these pillars, because without a strategy, you are definitely going to fail. So you'd start off with the right foundation. You build your pillars, and then you analyze if everything is working fine. So that's how the course has been structured. We will start with your foundation, which is your e-commerce store. Then you gotta go through the four key pillars of e-commerce marketing, which includes advertising, email marketing, organic social and organic search. And then we're going to discuss a little bit about revenue and profit margins from business perspective because marketing without the business side. For e-commerce companies, it's basically useless. And marketing for e-commerce is also the sales for e-commerce. So it relates extremely, extremely tied to the business profit margins and revenue. And then we're going to deep dive into the analytics for e-commerce. What metrics you should be measuring, how you're going to judge the performance of each of the e-commerce marketing pillars. So let's start in this renew itself. The first, the, the core foundation of your e-commerce marketing strategy will be your e-commerce store. Now the e-commerce store should not be taught of as separate from IQ, almost marketing, it is a very much a BAD of e-commerce marketing. So the e-commerce store, we're going to break it down and we're going to deep dive into each of these, the front end of the store, or what we call the user interface. This is what the user interacts with when they land on your website. The backend of the store or the admin, This is where you manage your store. And then we'll think about when we discussed the tools and the metrics that you need to run an e-commerce store which supports this kind of a front-end and back-end. So let's start with the front end. So the key components that we need to consider, the key aspects that we need to consider while getting a front-end in place is number one, branding. Then you're going to have a brand, you're going to have a logo. You're gonna have your color theme. We're going to have your phones. You're gonna have something that represents your brand. And for longer periods of time, this is really helpful for users to have brand recall, as well as band association based on these factors. So once you've designed your brand identity, then you can follow those brand components, those scholars, those fonts in your front-end, in your store front end. So that's one aspect of the store front end that you need to have in mind. The second one is conversion rate optimization. Like I said, the website or the store friend is actually a marketing tool. And hence you need to optimize it for convergence because all the traffic lands on your website from all your marketing pillars. And then you need to get these people to convert and buy from you. So if you've done any other kind of marketing outside of economists marketing, you know, a similar concept that we do with landing pages. So I have worked with startups and product companies and services companies where we focus on getting traffic to a landing page, converting the landing page, it's a very similar process. But the traffic now is lending to your product pages, to your individual products or in economic historian, then you have to optimize those pages for conversion. The traffic, however, may also lend to your homepage. Let's you of your story and hence you'll have to optimize your homepage for conversion. Traffic would sometimes land on your category pages on the store, and hence, you will have to optimize those pages for conversion. And we're gonna get into what are the pages that people would land on on your store, where the babies we need to have on your store. But remember that it's a marketing tool. It has to be optimized for convergence because if all the marketing pillars which I getting traffic to your website and not able to convert, they're not optimized. Your website is not optimized for conversion. That marketing is not gonna work. So this is your key foundation. The next important thing is speed. Now notice people think of speed as BOD of conversion rate optimisation. But I think that this is a completely different aspect that you need to take care when you have an e-commerce store setup. So this is the third thing and then the fourth, of course, is the 0s are few from a user perspective, it has to be fast, it has to be easy to use. They should not be too many clicks, for example, between the user looking at the product and then checking out. So branding, CRO speed, ease of use, ease of use. Those are the important aspects that you need to consider while thinking about your store front end. So let's say you're sitting down and thinking about your friend and these are the aspects. And then you have to look at the structure. What are the bases that I need to have on my front end? You know, what, what are the sort of categories of collections that I need to have? That's the first thing. So let's say you are you are an e-commerce business in fashion. And then you'd have to have your categories for, let's say a by the season. So you have a fog collection, you have a winter collection, you have a summer collection, let's say spin collection. You also have different categories by the kind of product that you're selling. So if you're setting bags, what kind of bags you're sending, if you're setting dresses, what kind of desk as you're sanding, if you're setting jackets, what kind of jackets? If you're selling shoes, what kinds of shoes? And so on. That's going to be one component of the structure. So it's going to be your connections or your category pages. Then you're gonna have your search pages. So you'll have a search functionality on your store. And if someone searches, they're gonna land on the search results page within your store. So those are going to be a surge betas. Then you'll have your product pages. So individual products, like I said, these are your landing pages. This is where we need to drive most of the traffic and convert people from your product pages would include your product photos, the pricing of your products, few product reviews if you have reviews already and social media. Sharing options, the description of the product, those are the kinds of things you'll have on your product pages. This is where the person should be able to see the product. Understand visually what the product is about. If you're selling shoes, for instance, then have different images of the shoes. Have a description which talks about the shoes. Have an option to select the size of the shoe and then see the pricing and move to your God and checkout pages. And so this is where the action happens. So once the person has put the product in the cart, you can see a god screen or a guide page that a person would be able to see. Their columns are shipping judges and so on. And finally, enter their information, gives you their god and checkout. So this process has to be made trustworthy, it has to be made fast. And it also has to include multiple functionality like Discounts, gift, God's shipping, judges, gift wrapping and so on. So those are the kinds of things that you'll have on your god and checkout pages. Once that's done, the user would also have an option to actually make a profile on your website, which is great for you for returning sales for the turning customers. Also, like I said, a marketing foundation for us. So then you'd have your user profile set-up and the account pages, once they log into their profile, they should be able to see their orders, what they've placed, and they've been shipped or not. Order fulfillment status. Apart from all of these, which is the use of flow, like I said, the user lands on the collection page or the search based on the product page, eventually moves his or her way through the garden checkout pages has an option to set up a profile and view their account information subsequently, that's the entire flow, that's the structure that we've covered about from all of these, you will also have certain static betas on the website. So the homebase of course, which it has your products, which has some collections, which talks about a little bit about your brand. It's a mashup of almost everything that you have on the website. And the about page which basically just talks about your brand. Some brands would also have a contact page. If you have a customer support deemed And you can also include this in the OD information, but you can also have a separate about base to explain a little bit more about the philosophy and the messaging of your brand. It's always good to have a unique story to tell. Video brand. Otherwise, you will be very hard for you to differentiate your brand from, let's say, a drop ship, who is just importing and exporting stuff without even actually having this stuff go to their heads. Nothing bad about that, nothing wrong or right about that. But if you're a proper brand with a brand message, with a brand diversification story. This is the pace that you want to showcase of that. And then you have other features like blog and social media feeds. All those kinds of features. If they are all good to have. If you're building a community and not just Egon restore, a social media feed and block might be extremely helpful elements if you are going to focus on organic search, which is an important bill of a marketing. A blog would be essential. So that's the structure of your store front end that you want to have. Now of course, there are two ways of getting this front end W1, which is one is to make your own front end. And the second is to use a tool like Shopify, which is what I recommend. And you will have all of these important aspects and structure. Of course, the structure will be taken care of you just by. Virtue of using Shopify by default, all of these are available in Shopify. The important aspects of something you have to think about an optimize further once you have the Shopify in place. Of course, you can also do all of this yourself and get someone to build this kind of a front-end user interface for you. The second thing you will need is the store backend or the admin side of the store. This is where you manage your equal my stuff and what's the stuff that you manage? The catalog, you manage the products, how much inventory you have in stock, how much you don't have installed. And one other collections and products that you want to hide from the website that you want to show on the store. And then you'd have customer management. So now that people have based ADA, you have customer information. You can manage that information, export and import that kind of information. You have auto management red and you can see the orders that customers have placed. You can mock them, fulfilled. That means you have shipped the orders. You can also get the information of where to ship it. And if the customer, for example, has written some special nodes with that order, if they've got a discount and how much they've bid of what kind of payment methods they've used as also information available there read the customer landed from its also important information. A little bit the orders. Then you can manage your disk islands if you want to create new disk Collins, edit this Collins, how much person days you wanted to give off. If then special offers on specific products, you can specify all of those things that, but these are the essential management components of your admin. Then you also want to manage the front end. Now, depending on how complex you want, an admin view might have, a smaller Dean was developing an admin for you where you would not want to have a store front and management module, in which case you'd have to tell all the plant and changes to your developers and they are going to do it for you. And then you're going to have your store analytics. Now, if you are getting admin Dan yourself, it's probably not a great idea to have stored analytics as a separate module because it's going to be a lot of investment. Rather than that, you can just integrate Google Analytics and then check the data back there. And then you're going to have absent integrations. Now this is really important to scale. It may not be the most important thing. If you're just running a basic website, you can have java scripts from a, you can include the scripts from Google Analytics and other software that you use just in the code itself. But if you want to do anything beyond that, like social media integrations and so forth, it is better to have a module which lets you integrate apps, your admin. So again, all of these things in the backend are also available by itself from Shopify. So show up if I had done all of this job, it lets you use what they have built already in exchange for the monthly fee. And that's usually the tool that I'd ever do my lines unless there's a specific requirement that customers have. Shopify is the tool of choice. So with Shopify getting started, you just have to do two things. If you just want to get started, you just have to set up your products. So start with a catalog that you have. If you have a huge catalog already, start with an experimental catalog where you have a few products out there. I have to test how they go and we'll further discuss in the marketing villas, how do desk these products? And you do the online store set up, in which case I recommend you use a team from Shopify library. The reason that I recommend using a team from the library itself is to have better Johnson's off a high-speed, good ease of use, and high conversion date website, which are the important aspects that we discussed from in the front end of the website. So those are the two essential steps. And you will find the product setup in the Shopify admin as an option, you will find the online store on the left menu of the admin. Those are the two things that you wanted to set up. So sign up for Shopify, setup these. And I'm also going to include a link I refer linked to my Shopify affiliate. If you sign up from that link, I will get some commission on your signup. It's completely optional, but I'd be happy to get your support there. But these are the two things to set up and Shopify as the tool I recommend. Now in terms of metrics, what are we going to eventually measure from our website? We're going to measure the revenue Paul website visitor, along with the month on month traffic rotate. So let me explain this a little bit. Then you have store set up. You're gonna see conversion rate, average, order value, and those kinds of metrics, which are really important metrics. But the key metrics that you should measure is the revenue website visitor. And what happens when you measure the revenue per website visitors? Basically you're saying if 100 people visit my website, I make $10, right? So I make den notice for every 100 people who visit my website. This tells you a little bit about your conversion rate, a little bit about your average order value and combine it together. Also little bit about the quality of the traffic that you're getting. So all of those metrics are combined together in this one key metric. And then you can individually look at, okay, my conversion data. So on my average order value is so much, the conversion date would be how many people buy from every 100 people that visit your website. So if one person buys from a 100 people who visit your website, your conversion rate is 1%, right? If do people buy from every 100 people, it's 2%. But that doesn't really tell us much about the money that we'll make. An average order value tells you that on an average, every customer spends, let say, a $100 on the website. So your POV is a $100. But this doesn't really tell you about the convergence rate of the website. So combine these two together and you have revenue Bot website with it. Oh, it's sort of a good metric to measure along with. If you wanted to see if you're on the right track of this is going on not you'll want to check if on a mountain month basis your traffic to the website is improving because then your traffic is improving, your website visitors will improve. And assuming that it's going to be the same quality of visitors than before, because the marketing sources are going to be the same, the revenue would also improve upon me. So those are the two measures. Do metrics I love to measure. It might be something different that you hear or read online where people would recommend mentioning conversion rates. The average order value. And those are great things to measure. From time to time, like for a few months, you can just focus on convergently it for a few months, you can just focus on average order value. And then for a few months, it is a balancing act to deal with convergence rate and average order value because in some cases you might do some marketing experiments that improve your conversion rates. But do those experiments might reduce your average order value because maybe you're getting this Collins and so forth. If you are doing some experiments with surprising again, if the pricing reduces, average order value would reduce, but your conversion rate might increase. So that's, there's a balancing act between conversion rate and average order value. But for a long periods of time, let's talk about 5-years because I'm usually in the game for long term. And that's the kind of students and clients that I take up who are also in it for the long term. So if you're in it for the long term, this is the metric that you can measure four ears and have a great idea about how you are foundational, how your e-commerce store is performing. So those are the things that you need to keep in mind while building your foundation or your e-commerce store and on an ongoing basis while running your e-commerce store. So remember that all the traffic is going to land on your store, on your front end. And then how well can you convert it? And it's going to be the key output of this foundation. So that's the foundation. Just as part of this introduction, I'm also going to quickly take you through the pillars and then we're going to discuss them in each individual video lesson. So the first pillar is ads. You're going to run ads to get most of your initial traffic on the website. The second pillar is email. You will acquire these people from ads. You will get the email addresses and then you will send your campaigns and flows to them. And then you are told pillar is organic social. Now that people have seen your ads and they have signed up on your emails, you will ask them to follow them. You will you will asked to follow them on for them to follow you on social media. And that'll be our organic social below. And then you will also optimize your product pages and website for organic search so that search engines will discover you. And that'll be your fourth pillar. So those are going to be your four pillars of marketing. Those are the four places basically where you get people from to your website. They could be new people or the returning customers that you already have acquired. And then we're going to append, work them through the foundation, which is the equal mister. So think of it like a building. You have your foundation, which is your store, and then you have your full pillows. Just imagine four pillars went over the building. 1-4 adds one for email, one for organic social N14 organic search. And that's going to build your house. And then we're going to analyze your revenue, profit margins and the analytics of each of these pillars. So that's how the course is structured. I've given you an in-depth rundown of the Foundation, which is an e-commerce store. This is the first lesson. In lesson two, we're going to look at the first pillar of equal mass marketing, which is advertising. And see you there. 3. Ecommerce Marketing Pillar #1: Advertising: So in the last video, we went through a course introduction and discuss the foundation, the EQ on restored in detail. In this video, we're going to discuss about ads and that's the first pillar of marketing. Now, initially you're going to drive most of the traffic on your equal restore to ads because you won't have an existing audience. At least that's the assumption. If you do have an existing audience, you will be using the other pillars of marketing as well. But let's start with the assumption that you don't have an existing audience. The first thing that you're going to do is set up validation campaigns, but smaller desk budgets. So what our validation gambiense Exactly. So assuming you're starting from scratch, you basically don't know what up, what products will work with, what kind of audience at what kind of prizing those. That's the statement, that's the equation that you have to get it right. So the product market pricing fit, let's say you are selling running shoes. You sort of know the market for running shoes, but you don't know exactly what kind of people are going to buy your shoes. Are they going to be people who are into fitness or just going to be people who want to start running out there. More advance. Be blue who are looking for specifics initial or are they more people who want something trending for, you know, just a running shoe for people who just wanted trending running shoe, even if they're not actually running. It could be any of those reasons. It could be someone in different sports. It could be based on the sports that they, that they usually perform. So whatever kind of audience it could be soup athletes, which is your target audience. So you'll have to figure it out the right market for your product. Now of course, if you have built a product, your sands, which is why you will always have an advantage or a drop ship was already sort of have an idea about your market. But then you would also have to figure it out. What brides are people willing to buy this product? And now you will have a long pricing range in which you can price your product, but the right price point can only be tested by experiments. So what are you going to do is if you have, let's say dendrite acts, you have ten different shoes you're gonna take TO for shoes in one campaign and then just show them to a specific audience. So let's say you pick the audience. People who have shown interest in that same Nike and Reebok, let's say you start with that sort of an experiment. You'll set up a campaign, people who have shown interest in other running shoe brands. And then you show them these products. And then you validate by the number of clicks that people, you know, hit on your products, which of those ten products are performing the best? And how did you do that by testing the click-through rate? So let's say you have ten different shoes, you desk different chosen different gambiense. Maybe you make gruesome ads for those shoes. And then you see which of those gods on the grooves of this getting the most clicks and the ones that have the best CTR click-through rate. Let's say you have two or three issues which have very high click-through rates at a low cost, you're going to then run conversion gambiense approaches campaigns on those products. You're going to repeat experiments like this with different price points are gonna change the prices of the shoes. Let's say the first desk you run is the same shoe at $99. I'm just giving you an example and the second diamond on it with $199 and see which price went up people willing to pay. If you've started off with a, with a 500-dollar pricing for any product you might want to test for a $100 if it doesn't work. If it works, you might even want to deaths $600 if it warms because maybe people are also willing to pay $600 for that product. And hence you are modules will improve. So you have to find the right product market and pricing fit. If this audience doesn't work for you that we started off defining, then maybe you want to try running audience instead of Nike added as following audience, you might want to die different audiences with different products and different pricing. So you have to get all of these three right to sort of have Vena ads, your products. You have to get the product right. You have to get democracy right, you have to get the price point, right? And of course, when all of this traffic, when all of this is right, your foundation is going to be bought and your website conversion is going to be important. Of course, if your website doesn't convert, which is your equal mus landing page or the product-based doesn't convert. And then there is no point of getting all of these competence right because eventually people are going to buy from your website. So those are the things you need to keep in mind. Start with validation gambiense experiment, find the product market fit. And once all of this is done, run, full-scale bulges gambiense, and keep scaling that budget. That's gonna be our key strategy, starting out and scaling the ads. So if you're getting started right now, validate your products using reached campaigns. So don't worry about purchases initially, just worry about the clicks and then find the best ones and run purchase campaigns on those products. Those are going to be your steps starting out. Again. In terms of the tools, what I recommend for ads is number one is Facebook ads, which you can use to document both Facebook and Instagram. You will get in my experience, the Foster's validation value on your AED experiments. But the lowest cost from these jhanas. They are also the most common channels to get started with. And there's a good reason for that. Compared this to Google Ads, shopping ads are so Jan's, they date much more dying than Facebook ads. There's also something called Google display ads, which are used usually for D marketing naught for starting out. But that takes much more time than Facebook ads. And it also depends heavily on the optimization that you've done on your product pages with the keywords that I'd titles that I descriptions and so on. You can also afford specific niches Dr. Pinterest adds and take doc adds. These are good experiments to do if that relevant to your business. But otherwise, I would like you to focus initially for validation campaigns and a lot of Facebook ads and Instagram ads, which are going to get the quickest results for you to understand what might work best for your business and what might potentially become a winning ad campaign. So get started with the first bill of find. You're running ads, take time to experiment, and that's going to build most of the traffic to your website and mission. That's going to be your strongest below for the first few months. And in the next video, we're going to discuss about the second below, which is email marketing. See you there. 4. Ecommerce Marketing Pillar #2: Email Marketing: So the next pillar of e-commerce marketing is email marketing. And if you think about it, this makes so much sense that once you have acquired people from ads, which means they have made their first purchase on the website. You have a human ideas they have accepted to a marketing, and then you can start sending emails for them. Even if they haven't accepted your marketing, you would still send transactional emails to them about their shipping, which can also include sort of Dunning sands value. So you can also show them bestsellers. There are other products on those emails as well. So you can use both transactional and marketing emails to actually bring back a customer. You can even send them a tank you for your order email and give them a discount code that they can use for the next auto. Now, those are all of course execution. I'm tactics we are going to discuss, we're going to keep the discussion of this course, do strategy, and then we're going to have different courses for different execution. That's my plan to have individual courses for execution as well and tactics. But in this course we're going to keep the focus on the strategies. So think about the components of email marketing. They're basically two components to email marketing campaigns and the flows. Now campaigns are usually marketing campaigns like newsletters, sales emailers, holiday campaigns, the onetime emails that you just send with a discount on offer to your customers. And the flows are sort of Egypt's, which means that automated sequences of emails that happen after the specific action. So to give you an example, here are two floors. The welcome flow and the abutment got flow. It can be also called CDs because it's a set of emails that are sent. So the Vatican CDs, for example, is when you have a new subscriber to your email list. So as soon as you have a new subscriber, you send the first email, automatically use already set up the series in advance. So the email when goes to the user introducing your brand email to after a few days to encourage them to follow you on social media and email tree showcasing your best-selling brought us. So this is just an example, of course. When you discuss and when you think about specific factors, there's a lot more you can do with your welcome series. But this is one example of how this flow would work. Another one is the abundant God floor, the abundant got CDs in which you will have the first email if a user has put something in their gut but hasn't completed the checkout or the payment, you would have the first email would say as you left something behind. And that's just a sample subject line, the second email would be a reminder that they have abundant that God. And finally, if this still don't convert, your gonna send email three, now this is an automated CDs. So if they convert at email to email tree will not go out. And I'm going to tell you the tool that you can use to set up all these flows. And email three is finally going to be a discount if they still don't convert after voice two emails, which are going to be separated by a few days. And these ICO flows and campaigns, which are the two most important components of the spiller. So how this is going to work in the use of flow is they're gonna make a purchase from your website. You're gonna get their email address and then you can actually send them these campaigns and flows. The other way that the squared log is if someone just signs up on your newsletter from your homepage or from one of the pages on your website, or from the footer of the website. You can entice them to join your sort of new or news data by giving them a initial 10% off on their order. And then you can send them the campaigns, even though they are not placing an order on your website. So. Those are the two basic ways that you're going to get email list from. You are not going to buy email. That's not something that I recommend to you are going to get your own user data from your website, either by customers who have already bought from you, are by people who have signed up on your newsletter. Now to manage this entire process, you can use Clavier, which has the dual that I'd recommend. The other tool that I haven't mentioned here, It's opt-in monster that you can use to get people to your newsletter. But Clavier is going to be the key email marketing tool where you can set up all your campaigns and flows, manage your user databases and so forth. As usual, I'll include a link to Clavier along with the other tools that have mentioning in this course, you can go ahead and sign up for those tools, the metrics that you're going to measure now, just like with the website, even a measure that at every new email subscribers. So if you have a list of 10 thousand people and you make 10 thousand dominoes from email marketing that month, let's say, and you will have one Danone avenue put effeminate subscribe for that month and then you're going to measure it with the month and month emitted is growth rate, assuming that the quality of the subscribers to your email list is similar on a month on month basis. This growth rate can actually tell you how much you can grow in revenue from this marketing below, from email marketing. So this combinations the Best Of course, there are specific metrics that you'd have to measure that specific periods of time at a micro level. But overall, if you look at a five-year timeline, this metric is also good, is always going to help you for a long time light. But specifically you might want to measure, if you want, might want to AB test subject line open rates. So if you have different open rates, they usually depend on the subject line that you have. You might want to test the clicker ID on your emails. You might want to test that revenue from each campaign that you send. You might want to test the revenue. You might want to measure the revenue from each floor that you're sending. You might want to measure the convergence rate each email in a flow. Let say you have 34 emails in the abundant got fueled. You might want to measure if the first email which is being sent, let's say within a few always as getting MOOC and Muslims. And the second email, which is let's end after the day. Or the third email or the discount. The toad and emails, which I usually discount deem is odd day performing better than just remind us, I'd remind us performing better than discounts. Is one subject line performing better than the other? And then you can also split desk subject lines, AB desk subject lines and so forth. But Ovid on revenue per email subscriber, along with the month and month email list from a strategic perspective, is going to be the most important. From an execution perspective, of course, you will have and different metrics to measure like campaign, open lids and so forth. So just to, just to gratify here the metrics that I'm talking about, Islamic strategy perspective. So it has a CMO. This is what I'm going to look at for long-term. As an email marketeer yourself, you might undergo specific similarly has a website. A website manager you might want to look at the CRO and a will be of the website, but as a CMO, I'm just going to look at that avenue MIP site visitor. And occasionally I'm going to look at also if the conversion date has changed a lot. So those are gonna be the metrics in the e-mail marketing giveaway similar. The metric team is going to be very similar from a strategy perspective. And that's the second below. And also in terms of importance, the second most important below, at least in the first initial few, E0 has off your equal mass marketing. So you want to have mostly in the first two years ads and then email as two important because it's not necessary, but that's how most stores red stock. And in the next video, in the next video lesson, we're going to discuss about the tarp below, which is organic social media. See you then. 5. Ecommerce Marketing Pillar #3: Organic Social: Alright everyone, this has been a number three, which is organic social media. And just to give you an idea of what's going to happen is when you're going to run the ads, you're gonna get. Email is quite fast because we've been evident convert from your homepages to your news nanosphere product betas do and use meadows and from your photo for example. And you're also gonna get orders which will give you email addresses. Organic social media might grow slightly slower. I don't recommend running ads for a gliding fans on social media. I still recommend running conversion adds approaches, adds boast validation. So validation ads and Ben conversion or purchase ads. And as a result of all those ads, you're going to get people to like your social media. And as a result of your email marketing campaigns, you're gonna have your social media links, I'm there and that's going to lead to social media followers. But eventually this is going to grow slightly slower than the tendons initially. Unless you have, you know, taking a different bonds and you've started building a community first and then started us store, in which case you might already have organic social and fans and influencers. And that's going to be a key channel. But in a standard scenario, if you're starting from scratch, it's going to build slowly. So, but organic sorption, you are going to have these channels. So you have Facebook, you have Instagram, you have been dress, you have ticked dog, you have trader, you have YouTube. And you'd have influencer marketing collaborations on all of these social media channels. So influencer marketing, I'm considering it as part of this below, which is the organic Social Media below. For me, influenza collaboration's Even though we can exchange products with influences or even bathe them in some sense. You know, either commissions or an upfront fee for the content that they create. I still like to treat them organically. I like to give them products for the index change for collaborations, or give them commissions on the product sales. Instead of an upfront amount for being for boasts. Which makes it a big gender. So I would still treat influenza collaborations as an organic social media agenda. And of course, if you'd like to have other channel experiments, if you have specific target audiences which is relevant for you on different channels, you can try those as well. These are the most popular ones. And the ones that you can get a lot of case study is on. You can get a lot of data on AutoCAD. So those are the channels for organic social. The individual channels has been at the influences on all of those channels, right? So ticked dog influence as YouTube influences, Instagram influencers, Facebook influences and so on. So how you're going to go about this is how you're gonna acquire people on social media or on, on organic social is the ads to social media fans. You can read the email subscribers to social media friends. You've got to add on to the customers to social media finds you also can would engender website traffic by having the social media links and integrations to social media fans. And in the first few months, if you are starting out from scratch, like I said, if you don't have a community, if you don't have pages already, you should not just rely on sales from organic social. Initially, you should focus on what kind of content do my fans like the most are focused on your content buckets. Let's say it's a brand content bucket of product, Gandhian bucket, a holiday Kong content bucket, sort of funny content bucket. So make your condom buckets. These are the buckets in which I have him make my social media Academy does on. So make those buckets initially focus on getting engagement first and keep your sands delegates from ads in email marketing for the initial few months. I would say six months, is that time is going to take for you to have enough social media, fans or followers at her wedding gays and who will buy from you. So once you start having that, again, the metric is quite similar to what we've seen before. The revenue per social media follower. As a strategist, This is what I'm going to look at the revenue post social media follow a measured with the month on month organic media growth rate. So just having social media photos doesn't mean anything. So you should never let say just buy followers. You have to measure the revenue Buffalo because if they are relevant followers, they will eventually convert, which doesn't aren't usually include your friends, family and fake followers and all of those kinds of people. So you need real people who will convert from u. And similarly for email, for influencer marketing, which is a part of organic sorption. S4, this strategy, we are going to measure the revenue Bo influenza collaboration compared to the cost by influence a collaboration, if you're sending products to an influenza, How much does it cost for you to send products? And then how much revenue are you getting back? That's the auto i on your Influenza collaboration's. So that's going to be organic social media bucket. Like I said, initially focused on the right content, finding that I'd gone to and an audience fit, and then start thinking about how much sales can I get from my organic social? So I'll just make a side. You might be starting off at a community or a Facebook page or Instagram profile and you already have people there. It's going to be very different for you. And those are the channels that you're going to get sales from. I know businesses that have built a million dollars in e-commerce sales just from organic social influencer marketing and that's how they started. But if you're, you know, don't get to mesmerized by those case studies because if you're just starting from scratch, that's not gonna happen. You are going to be running ads eventually to get people to buy from you. And that's been a number three. And in the next video, we're going to discuss bene number for organic search, which is the slow Baylor that you're doing build over time, but it's gonna get you the most profit margins eventually. Like I said, this is a strategy course so I don't want to fake anything. I'm keeping it real with you guys. You're really initially spend money on ads for acquisition. You wouldn't be able to convert them to email. You will slowly build up organic and it's not going to happen, neg the gifts and use it, you'd eat them, get mesmerized by. That only happens if you are starting off with the committee, if you're starting off with a user base and then building the rest of the pillars around it. So if you already have a strong bill, of course things change, but if you're starting from foundation, this is going to be slow and organic process. You un, until all of this begins, you will get your sales from adds an email. So now in the next bill, in the next video, we're going to discuss organic search. See you there. 6. Ecommerce Marketing Pillar #4: Organic Search: Hey guys, spill a number for organic search. Slow, painful, yet effective. That's the topic for this video lesson. And these are the kinds of activities that you'll be doing to build up your pillared, you build up your organic search. Mitch is honestly going to give you the duns only after the first, second year. So if you're ready to wait and in that time you focus on your other pillars. Remember that you have to build all the pillars together. There's no, it's not like you focus on one pillar and then on the next. Ideally, you should be building all of those pillars slowly together and having a deemed definitely Hebb's, that's how I look at things. Of course, that R1 of case studies by one pillar, Israeli strong or has been built before. And then things changed for that business. But if you don't have any of those unique advantages, you will have to store the bedded or spinners and that's the ideal way to do it. That's the process. And here are the things that you do for organic search. You're going to be optimizing your product pages. Not distance had pretty large just for organic discovery from surge, but also from Google Shopping adds a Google search ads and so forth. So having the right titles that I names for your products, that I descriptions for your products, good reviews for your products. Those are things that would help the product page be optimized. The images on the products should be high quality but not high size. There should also be of the right format. They should have the right naming that ICT alt tags that I'd heading tax on the product pages, the H1 tag with the product and the brand name, that's the S2 dagger with the with the product name. So those are the tactics, of course, by in terms of strategy, you're going to be optimizing your product basis. You're also going to be optimizing your static betas. So don't ignore door spaces because you can have much more content. You don't want to have 2500 words and your product pages. Of course, you might, just like Amazon does from any product pages. But in most cases you may not be able to fill that much, but it's static pages. You can easily like long brand stories and have long form content for your static betas, for ranking on your search engines and the blog post again, can you have an option to go long form, you have an option to have specific keywords. And how do you find those keywords? Of course, based on your competitor research and your keyword research, you include those keywords which might lead to the Eurozone going to the product betas and buying. Now this is a long shot. It usually doesn't happen the way that you imagine. And like always I keep it real with you. It's not going to be like you write a blog post about five things that you must buy the season and then people are gonna buy those five bucks on your website. It Hadley happens like that. It's more like you write a blog that engages the community, that engages your target audience and you continue engaging them from a blog to a block, to the next block, to the next dog. Eventually they sign up for your newsletter. Eventually they find one of your products Interesting and eventually they think about buying it. They abandon their God and then you get them back from the email flow or to one of the ad campaigns meant to see you again to the marketing. That's usually what happens and not what Mach idea say that even an eye to blog. Link a call to action to your product and people are gonna buy from there. Doesn't work like that. So blocked boss, that's the reason they're since I've told you the truth, you will now understand why it's a slower process. But you should also understand that now that once you start dragging and once this process works, you are going to get the soldiers organically, which means you don't have to pay for the ads for these sales that you get from this process. And that means you see if they're going to have high margins because you don't have to pay for ads. So important thing to keep in mind that competent or end keyword research, link building and collaboration. So once you do keyword research, you optimize your content for those keywords. That's one part of SEO. And the second bout of SU is to get links from other websites by collaborating with, let's say a blog, influencers, bloggers, discount websites, magazines, BR, all those kinds of things. And then you should also be dragging your position for different keywords and search engines and making changes according to your positions. The best tool I recommend for this is SEM rush, which includes a keyword research tool, blink audit tool, as well as the position tracking tool. So all the tools in ones for us, it has much more than that. If you get into SEM rush, you'll explore the organic social tools that it has, the advertising to exit it has, it has a lot of tools inside it, but definitely recommended for search engine optimization. The other dual is Google Search Console, which lets you see the kind of keywords and I'm driving traffic to your website from search results. Another important tool to have for organic search. So you optimize everything based on your own. And that's a process. You do your research, you optimize your pages based on your research. And then you try to get links from other websites, from other magazines and influences and so forth. And then you track your positions for those target keywords. That's the three-step process for organic search. All of this takes time to build your start today and you see results at least two years from today, you start seeing some results, let say one year from today, and I'll tell you exactly how much button data desserts can you expect. And then we discussed the revenue and analytics. And eventually after two years, you start actually seeing results. And a lot of brands are now mostly focused on organic search. Just by virtue of being allowed for so many years. And with the branding and organic search, they can get enough sales that they don't have to do ads if they don't want to. So that's the situation that you want to get in. And if you do want to be in that situation, you have to start now. And one of the important things to know about organic search is that you will be walking today with notice outs and tomato with no results for a long period, for a long period of time, and then start seeing desserts. So be ready for that. Don't think that a link in your blog is gonna get your sales for that product. So that's the last pillar. And in the next video we're going to discuss revenue and profit margins as well as e-commerce analytics to complete the strategy module and the course. I'll see you in the next lesson. 7. Revenue Split, Profit Margins and Ecommerce Analytics: Guys, welcome back. So we've discussed all the pillars of e-commerce marketing, and now we get into the real stuff D In this video, I'm going to cover everything from revenue, profit margins to analytics and bring all the pillars together and the foundation together to give you an idea of what you need to be thinking off expecting from a strategic perspective, from your e-commerce mocking. So just to review with we've built a foundation which is the e-commerce store, the build-up for pillars. In some cases you have 1-bit already which is stronger, which would be an advantage for you. But in most cases you will build all these four pillars from scratch. And then we are going to, of course, expected returns from the business. The added, recreated so much value for people by making a store, giving them the showcasing that I brought two adds, getting them back, showing them that ICT products from the e-mail marketing, engaging them on social media, making them discovered us from search. And now of course, we need to return and create value for the business, which is going to be done in terms of revenue, profit margins and analytics is going to help you see all of this together and understand how the pillars are performing. So let's discuss about the revenue and profit margins, not this is what I need you guys to know from a strategic perspective so that you wouldn't Eddie the first few years of your e-commerce journey. So remember that initially most of the revenues come from is going to come from ads. Why? Because no one knows you write you made a product and you need people to find out about you. And how did we do that to ads? So expect all of your revenue initially, that is a 100% of your revenue to becoming from ads. And then I say Initially, I mean, the first t months at least, you're not gonna get anything as much revenue from ads. So what I want you to think off is I want you to think of adds as a channel for people in the first three months to just try your products out. You're going to pay for the exquisite acquisition. You're going to have low profit margins because you may not have the right product audience and pricing fit, like I said. And in some cases you might be lucky and have the right fit initially and have a very high auto is, which is return on ad spend. But, but assume goal with the assumption that you're going to spend money on ads just to acquire people. And if you go with this assumption, even have more patients, you're going to have more time on the journey to experimentation. And you'd be able to find the product market pricing fit better. So once you have gone through these initial three months of investing in ads and getting people to buy from you. It may even be a one-to-one ratio. You actually put in a 100 donors and people buy only $400, which means you're still spending money on the product. It is not a problem. This is the time that you are trying to experiment and find a fit. Once you've found a fit, things will change. Okay, so what's going to happen after three months, it in the first six months, probably towards the end of the six months, you can see that your revenue from ads will go from a 100 person, let's say, to 80%. And some other generals would kick in, especially email marketing will now contribute, let's say 15% of Our revenue and the last 5% when start coming in from the induced fans that you have now on social media as it is out of those ads, watch definitely that I still haven't included a competent for organic search ad because I need you to have more patients for that. So keeping it real to you guys in the, in the end of the first six months, your doctor should be 80% revenue from ads, 15 person from email as your email list is growing and 5% from organic social media, right? After one year, you should be somewhere at 70% from adds to any person from email and 10% organic social. You might even have a small person days of organic results here if you have already built a brand before launching this entire e-commerce business, if you already have a brand that could be even bigger, like I said, one of your businesses already strong, but in the normal scenario, you'd be probably at the end of money at 70% adds to any person emailed and Dan plus inorganic social. Now your organic search results should start kicking in slowly. And at the end of year do if you have done everything when you will notice a big transformation from end of year 12, end of year two. So that is going to be much bigger than the transmission that you saw from ear to ear run. From 0, you at a 100% ad revenue in year one, you would, I'd say any person ad revenue. But at the end of year two, if you've been doing everything right, you can actually bring it down to 40 to 45% from adds 30 person from email is going to be your target from email marketing, 30% is a very good benchmark to have for eCommerce. And ten to 15% from organic sources as when it's ten to 15% from organic search. And what this means is that your profit margins are also going to improve. So now let's bring in the discussion of profit margins with its revenue split. Let's assume that for every 100 donors of sales that you do, you have to pay $30 in making the product, right? In making and shipping the product. So that's gonna be our drawn out and shipping costs are 30 plus N does your product and shipping costs. And let's say you have to be draining person for ads, which means that you have a five ROS, so you have to pay 20% for ads. Is this an assumption? So 50% of the $100 is gone in product shipping and ads. So that's $50 is gone. You have $50 left off, which you have a marketing team you have, which, which sort of judges you approximately, let's say $10 for every dollar of sales. It could be a fixed beam, but you can always convert it into a dominant among $2000 to that end on as it's gone to 90 at F at $40. Now from these $40, you have a dead person who don't read. And let's say you lose $10 again, you have 30 donors left from a 100 owners of safe that you have, and that's your profit margin. Now, of course, in a real life scenario of five iOS might be harder to achieve and you might have something like a three ROS or the two ROS, even in some cases, in which case the amount that you have to spend on ads let say if you haven't do auto is you have to spend $50 on ads for every $100. And since, so that $50 is gone on ads initially and $30 is gone on product on shipping. So don't you left that though, you don't know is that notice from marketing teams and Denmark has done so. You are left with $10 for every $100 that you send. Now, that's or sorry. And that's more like a realistic number. You are left with ten daughters from every $100 of sales. Now the only way to improve this number from there is either to improve the iOS on your ads, which is to get a high ROI on your ads basically are you can have a mixed like this, like 40% of your revenue of 40 to 45% of the revenue from ads, 30% from email, ten to 15 person from organic social identity, 15% from organic search. Now basically for 60% of your sales, which is coming from emails, social inorganic search, you don't have to pay for ads. So your overall return on marketing will be better than your return on ads spent. So if you were to dawn on ads spent as even 2x, gotta don't on marketing might be 3x. So 4X if your return on ad spend is 3x or don't, and marketing might be for x of five x. So the difference between return on marketing and return on ad spend as return on ad spend as basically how, how much sales can you get from a $100? Let say that you put in, on ads. In a 100 donors, we're getting $200 of sales. That's a doings. But if you consider all the channels, how much money are you putting in on marketing channels? So how much money are you putting an overload and marketing tens, which is mostly going to be the money opening in an ads. And how much names are you getting from all of them? Ads, email, social, and search. So you might be putting in a 100 donors on ads and getting a $100 back from ads, but $300 back from all of the channels combined together. So in this case your ROS is 2x, but your ROM, which is return on marketing is TX. So your return on marketing is going to become your ROS after year do because you have so many downloads. But in the first one year, I'm gonna deflect the ROS because most of you are saying x_k landing Fermat's. So that's how you think about the revenue and profit margins. At the end of year two, you want to be at 40 to 45% adds 30%, 10 to 15% organic solution, ten to 15% organic search. Now to get here, not only do you have to do everything right from strategy, but also everything right and execution. And all the pieces have to fit in. If there's any below that is delayed. This will not happen for you at the end of year two and it doesn't happen for most of the businesses because they don't consistently grow all their pillars. Also, a lot of businesses have an advantage of a pillar, so they make the mistake of depending too much on that below. And it gives that beautiful ads now and they have no other pillars to support. So just like life, you want to diversify. Yolanda have let say your career, your family, your friends, your business, and then at least one of the, if it follows that Tiepolo's I going to still bring your satisfaction in life. So you wanted to have those four pillars. You want to build a spoke villas up and diversified so that if one of the pillars filled, you still have a business that you can run until you build that bill up, back up. Eventually you need your foundation, the core to be really strong. And all of these pillars to improve on a year on year basis. And over time, this is what I want for your business. Over time, we want to reduce your dependency on ads, bring it down to around 30% on, from, adds 30% of revenue from Email Training person from organic social enter any person from organic search. That's an ideal diversified split, as well as leads to high margins because now 70% of your revenue is from high-margin channels. In 30% of your revenue is from ads. And in this case, you can even decide to just run ads for branding. You can experiment with that for, even though I wouldn't do that, you can do that for followers. You can do all kinds of experiments because now you get a very good position of both the revenue split and the profit margins. So the profit margins are going to be very dependent on the revenue speed. So based on lot kind of sales as cutting from more gentle. So as you see over time now we have sort of unified the jhanas ads in email or slightly more than organic source and organic search. But at 25%, each below can also be achieved on a dime. And you will be at already strong building. You will have a very strong business building in place with the core foundation being very strong and all the formulas being based on. And that's the ideal place that you want to be in the column space. So that's revenue and profit margins. And we are also going to discuss how to measure this, how to measure your percentage of sales from each animal in the e-commerce analytics. What you, so let's start here. What basically what we wanted to do is we want to be able to see how much Syrians are coming from the channel. And within each dynode, what's happening? What is before, what many channels performing the p-channel and so forth. So this is used to measure the effectiveness and to compare different pillars with each other. What we're going to use for this is the UTMs. And UTMs are basically just trackable links don't get too confused. It's this Jacobin links and it you, jack Hellman, sales and conversion date and so forth. It's coming from one specific link. And this is how we're going to do it. Step one is we're going to use UTM links for all marketing. Because let me give you an example. If you have an ad campaign on Facebook, for each add link, you're going to use a UTM link where you're going to mention that this link is from ad campaigns. And then Google Analytics will tell you how that link performed. If you're sending an email campaign, let's say you're sending abundant got filled for the first link and the first email of the avant-garde four, you will have a different UTM link for the second one, a different one for the third one, a different one. And then you will measure which email, how the link is performing. Wherever you organic social media link that you share, you would have a different, unique UTM link. And for every influencer collaboration that you do, you're going to send a unique UTM linked to that influencer. If you are doing organic search and they're going to land up on your product Bayesian, Google is going to track it by default as organic search being the source. So with all of that said, you're going to then measure this by heading to Google Analytics in the acquisition reports, you will go to all traffic and then look for source medium. And there you can check the conversion rate and revenue by UTM. You're going to combine all of those reports by sourcing medium and then you will know how yours hs are happening from each of the marketing pillars. And like I said, from a revenue perspective, you want to be a foundationally strong business by having all of the bidders equally strong. And towards the end of your journey, you will consistently maintain a twenty-five percent popular or at 30% 20, both at a split. And to get that in the first 23 years, you're going to have different radians. You might side with a strong opener. You, if not, you will start with most of the sales coming from ads and eventually get to a state led. All your pillars are equally strong. So that's the perfect e-commerce marketing strategy that you can build. Keeping in mind the billers, the foundation, that revenue, profit margin, and the analytics. I thank you so much for taking this course. If you like this course, leave a message or leave a comment. Let me know so that I will also work on creating execution based courses for each of the pillars. For your e-commerce store, for your ads, for your email, for associative search, as well as for analytics. And if you need any help that their business message me on that as well. I wish you all the best for your e-commerce business, and thank you so much for taking this course.