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

Ernest Madonsela

Graphic Designer

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