Marketing Guide

You have your store running and now you're wondering how to get more sales? What kind of tools should you use and what strategies are best for your industry? Use this quick guide for some basic tips and inspiration. 

Getting started

If you're just getting started with your store or you're planning to do rebranding, redefine your main target audience or do other related changes, this is where you should start. Knowing your options before you do all the detailed planning is useful - you will see what kind of tools you have easily accessible for your Shopify store and what you can get for free. Build your store concept, create your brand and understand your main target audience. Choose a theme for your store that works well with your concept and start working with the details of your store structure and design.

 

You can also check out the basic Shopify guide for Selling Online

Know your options

Before you plan everything regarding your brand, store concept and strategy - know your options. Explore Shopify Guides, Business Tools, Themes, App Store and more. See what you can get for free, plan what kind of tools you will need to purchase. Shopify has prepared an App Guide - that will help you to find useful apps for your store. 

 

Make a market research of your industry, check out your potential competitors. Make clear - what's special about your store, understand the values of your brand and your main target audience. 

 

Check out the basic Shopify Reports and Analytics Guide - you can see what's easily accessible for you and how to set it up. 

Store concept

If you're just getting started, you will need to create your brand - store name, logo and other elements. The purpose of branding is to simply and easily help your customers understand what you offer and how you’re different. Perhaps you have a basic brand and you want to improve it or maybe even do rebranding. Shopify has prepared a quick Branding Guide to get you started.

 

 

Shopify also has some basic fun tools that you can use for inspiration - for example, to generate your slogan. Check out Shopify Logo Maker, Business Name Generator and Slogan Maker. You can also check out Branding Projects on Behance and Adobe Branding Page for inspiration.

 

If you're really serious about your new store, you'll need a professional designer for your logo and other visual elements. Check out Shopify Expert Community. You can also try using Canva to create some basic elements - it's easy to use.

 

Here are several Shopify blog articles about the matter:

- Ecommerce Branding: Why You Should Develop a Personal Brand
- 5 Brand Strategies to Uniquely Position Your Ecommerce Business Above the Competition
- How To Build a $120K per Month Ecommerce Brand in Less Than A Year

 

When you have made a decision for your business name, make sure to register your domain - you can do it by using Shopify.

 

Before you start planning, you need to have a vision on what you will sell and who are your potential clients. Make your decisions keeping in mind the specifics of your audience - what kind of style, design, colors, elements, ideas and more they prefer.

 

Website structure and design

Shopify has a wide range of themes available - so you can start with selecting a theme that suits your store the best. Your store's theme controls all aspects of your online store's appearance and layout.

 

 

You can explore Shopify free themes, visit Theme Store or hire a an expert who will create the store for you. 

Read more about selecting your Theme in Shopify Theme Guide

 

You can also check out Shopify App Store - there are several useful themes that you can use to improve your store structure and design, also - to add popups and other elements. 

Metrics

It's very important to know which are the main metrics that you need to follow - to see your growth situation and potential aspects for improvement. Firstly you need to agree with your team or at least with yourself - what are your key performance metrics by which you will determine your success. 

Have a vision of your KPI's

Before you have set up your Google Analytics account, goals, events and other data that you want to track, you need to know what exactly are you tracking. It's not just about your revenue data - you need to have more detailed understanding of your data. That will allow you to see clearly where you have potential for improvement.

 

Shopify has prepared a blog article about 32 KPI's for ecommerce. By checking out this article you can get some useful inspiration.

 

Basically the first metrics that you could follow:

- Session and unique user amount that visit your store.

- Average session duration, pages per session and bounce rate.

- Conversion rate: how many visitors buy something from your store.

- Abandonment rate: how many visitors who add at least one item to their cart, don't finish the checkout process.

- Average order value.

 

For example, knowing average session duration, pages per session and bounce rate will give you information of how engaged your visitors are in your content. If these numbers aren't good, it's obvious that you need to change something. Perhaps your store design needs improvement, perhaps there's too much content or not enough content, or maybe you're not targeting the right audience. 

 

If you see that your abandonment rate is high, you need to make sure that there's no obstacles in the checkout process. Perhaps you need to test bundle offers or time-sensitive free shipping from $50 or any other amount - motivating users to finish the process. 

Set up Google Analytics

Setting up Google Analytics for a Shopify store is easy - thanks to Shopify.

 

To enable Universal Google Analytics:

- From the Google Analytics homepage, click Sign in.

- Click Analytics in the drop-drown menu.

- Choose the account you want to sign in with, or click Add account to sign in with a new Google account.

- On the next page, choose Website, not Mobile app, and fill in the form. Enter your primary domain for the Web Site URL. The checkboxes at the bottom are not relevant, so uncheck them all.

- Click Get Tracking ID at the bottom of the page to complete signup.

- On the next page, you'll see a lot of information and options. The only thing you need is the tracking ID code snippet that Google provides:

 

 

- Copy the tracking ID code snippet to your clipboard by highlighting it and pressing ctrl+C on PC or command+C on Mac. You don't need to copy .

- Open your Shopify store Admin in a new browser window or tab.

- From your Shopify admin, click Online Store, and then click Preferences (or press G S W).

- Paste your tracking ID code snippet into the Google Analytics account field:

 

 

Find more information in the Shopify Guide for Google Analytics

Follow your data

When you have set up your Google Analytics account, it's time to follow your data. If you're new to this, Shopify has prepared a Guide - Ecommerce Analytics for Absolute Beginners

 

Create custom goals in your Google Analytics account - so that you can see how your visitors convert and have an understanding of your funnel. That will give you a clear picture where exactly can you optimize it. Basically you can follow how many visitors have visited specific pages, how many of them added at least one item to their cart and more. Following your data will clearly show you issues and potential for growth.

Useful tools available on Shopify

On Shopify App Store you can find a lot of apps that can help you with marketing and sales. 

Getting started

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Website elements

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Email marketing

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Public image

When your store is ready, you need to have a voice on social media - there's a lot of potential in getting free traffic from great content and using social media for advertising campaigns most likely will be one of the steps that you will take. 

Getting started

When you've created your brand, you need to start building your public image. For that you need to have an understanding how you will showcase your brand values in your website, social networks and other channels. What does your company stand for? What are your values? What makes your brand special? 

Content and Blog

The first step is preparing content for your website and have an understanding of how you create content for other channels - social networks, publications on other blogs and more. You need to have a clear and consistent tone of voice. That will paint a picture in your customers minds about your brand - in result you will reach brand awareness.

 

Content

 

Stuff here

 

Blog

 

You can create a separate page on your Shopify store for your blog. You can also use Medium for publications. That way you have a potential of reaching more people, who are searching the type of content that you are creating. 

Facebook

Firstly you need to create a Facebook Page for your store. You can do that from your private Facebook account. Facebook has prepared a lot of useful guides, you can check out How to Create a Facebook Page

 

When you have created your page, you can customize it and make it truly your own. Start with uploading your logo and cover image. Canva has ready image templates for different situations in just the right sizes, also for Facebook Covers. 

 

 

Before you start creating content for your Facebook page, check out Facebook page templates. You can see them when you go to Page Settings and press "Edit Page".  Here you can select your Facebook page template. You can also edit your page tabs manually - that gives you the option to customize your Facebook page and make it look more unique. 

 

 

Add content to your page - link to your store, descriptions and more. Make sure that your page looks good.

 

Add your Facebook Pixel to access additional data about your audience for your analytics and to use this data for your Facebook campaigns. Shopify has prepared a guide on How to set up Facebook Pixel

 

When you have finished with setting up your Facebook page, start publishing your first posts. If you're completely new with this, you can check out the Basic Guide for Facebook Pages by Shopify. For inspiration you can check out How to Get your Facebook Fans to Share Content. You can also get a Facebook Marketing Guide from Kissmetrics, there's a lot of information on how to use Facebook for marketing, case studies of different post strategies and content. That will give you some ideas on what might work for your store.

Instagram

Firstly you need to create a business Instagram account. Basically you can do that by creating an Instagram account and switching to a business account. Upload your logo, add short description, store link and email. Connect to Facebook, so that you can manage your Instagram ads from Facebook Ads Manager.

 

Do a basic research of your market, understand what kind of content you should post. Write guidelines - so that you can build a clear Instagram persona and your potential followers can see that you're providing them with content that is interesting for them. You can use Canva layouts to create new Instagram posts easier. 

 

 

By checking out the market, understand what kind of hashtags you should use. You can see the post amount for each hashtag that you're searching and for similar hashtags as well. Browse posts on these hashtags to have an understanding how other people view these tags - so that you can understand which hashtags are suited for which type of your content. There you can also see similar hashtags and get new ideas.

 

Test your content combined with hashtags to see how it works. Compare how many people do you reach with these tags and how many people engage in your content. Running several tests will give you a vision on what works for you the best. 

Other

There's other social networks like Twitter, Pinterest, Youtube and more.

 

Check out forums. Shopify Forum and Shopify community groups on Facebook are useful, if you want to get some practical tips or feedback from successful Shopify store owners. You can also use Quora and Reddit to ask other people their feedback about your store. That way you can get some traffic for your store - and perhaps some of the people will become loyal customers to you. Check out threads and topics that are relevant to your concept and see where you can add your content, but don't start spamming. The right context matters.

Search Engine Optimization

Even if SEO is far from being your main strategy for customer acquisition, you can still do the basics so that you're not in the Black Hole of Google.

Getting started

What is SEO? Basically it's optimizing your website content and doing some additional actions, so that people who on Google and other search engines are searching products that you offer - would actually find you there.

 

Since there's a lot of competition, especially for keywords with higher search volumes, it's not easy to get into the top results. Not only do you need to optimize your website content, but also to get quality backlinks to your page. Basically Google perceives these backlinks as votes from other websites who confirm that your site really has content relevant to the keywords that you use.

 

SEO is also time consuming and it takes time. It takes months to reach top ranks, so if you're looking for some quick sales, SEO isn't your answer.

 

If you want to use SEO as one of your customer acquisition strategies, you can firstly test how specific keywords work for you by using Google AdWords. Basically, if you have an idea of keywords that could suit your business, you can run a Google AdWords test to see if you get sales from using these keywords. For that you need to have a Google AdWords strategy and content. You can read more about this in Create ad campaigns / Google AdWords. 

Market research

The first step is making market research. Write down all your potential keywords, check out Google search results for these keywords and understand your competition. Use Google AdWords Keyword Planner to see search volumes for each keyword. That way you can see for which keywords you have potential in reaching customers. Don't focus on the highest search volume, rather on specific keywords, that really suit your business. That way you will have higher conversions on your store from your organic traffic.

 

There's a lot of free tools you can use for researching your market and competitor activity. 

Keyword strategy

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Create ad campaigns

Getting started

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Google AdWords

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Facebook Ads

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Other channels

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More metrics

When you have an understanding of your basic metrics, you have experienced your first sales, engagement on social media and ad campaign success - it's time to understand your metrics deeper. 

See potential for more improvement?

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