May 31, 2019
The best marketing campaigns are impossible to run with no system in place. You must know where to start and what you’re aiming for. It’s also vital to know what is broken in your process, how to fix it, and ultimately, how to scale it. The goal of eCommerce sellers is to have consistent sales and a way to scale their business. If you’re frustrated with inconsistencies, I show you step by step how to build your ad campaign in order to drive traffic and boost sales.
Use this four-step process to build the best marketing campaigns that convert
Listen to this episode to find out the details of this proven process for building a successful ad campaign. The four steps include:
Once you understand each of these steps and how to use them, you will discover that you can build successful ad marketing campaigns over and over, with great results.
In order to get somewhere, you must first know HOW to get there. This is true not only when you’re taking a trip, but also when you want to get from point A to point B in a sales process. You MUST map out the whole funnel or process from the first touch point to the conversion.
An example of a simple funnel might be something like this: the cold audience sees the ad that takes them to the product detail page. They click the ad and get to the product page. Some shoppers add to cart, some abandon cart, some go to checkout, and some actually buy. In order to map this or any funnel out, I recommend using a standard industry tool among marketers. It’s called Lucidchart. Using this tool, it’s easy to build a template that becomes the framework to follow.
After building the framework, you must have targets in place. The old saying is true, “If you fail to plan, you plan to fail.” After creating a map of your funnel, you must set up benchmarks. Maybe you’re uncertain what benchmarks to set. My solution to that question is to simply start with industry standards. Once you have those in place, you can start to build your own metrics-driven marketing system. Base your benchmarks on the following criterion: your average order value, product price, margins, and how much people are buying after that first purchase. In other words, the long-term value of your customer. Whatever your campaign is, you must know the targets and start heading in that direction.
Once you know where you’re going, it’s vital to keep track of stats. This is the first thing I do every day at 8:00 a.m. This is what I suggest for a growing business - try it for thirty days. Write your daily, weekly, and monthly revenue on a board on the wall. Make it visible, but don’t do anything about it. You think about the numbers throughout the day simply because you’re aware of them. Try this and you’ll be surprised to see the numbers steadily go up.
Not only are stats vital, but you must also identify bottlenecks. Conversions may be high, but there could be a point in the process where you’re losing a lot of traffic. You may have a lot of people visiting your site, but very few are getting through and buying. Look at the return on your investment. Whether you’re using return on advertising spending (ROAS) or advertising cost of sale (ACoS), it’s crucial to look at all factors before turning off a campaign. Once you find a bottleneck, you unclog the drain so more water can flow through and get into your last bucket - the purchase bucket.