I learned first hand with my business partner that just running Facebook ads to your store all day in exchange for sales is a recipe for disaster. Sure it will generate sales and marinate your pixel with a lot of data but essentially what you are doing is making your store dependent on one form of traffic and make you have to babysit facebook ads daily to make a living.
In other words… if you get your facebook accounts banned or facebook dramatically changes the way they do business which makes it harder for us small guys, well then your Shopify days are numbered!
So my seedlings… (yep you are a seeding in this greenhouse bay bay), you ask what can you do to combat a world without Facebook ads? Well honestly that’s too dramatic, so let’s take a real-world example.
Some days facebook is doing updates or changing their algorithm and it’s too risky to run traffic that day. So these are the times where building a brand pays dividends. Why?
Well if you have great customer service, an email list, and a great offer, you can email that offer out to your list and make sales from your past customers or subscribers. You can also take that list and create custom audiences on different platforms for lookalikes and retargeting.
If you have Instagram you can buy a shoutout from an influencer (more on that in a future blog post). But essentially someone with a following will tell their followers to visit your page.
Now how exactly do you build a brand?
You go above and beyond to make sure the customer has an experience they never forget. Maybe an extra bonus they were not expecting, maybe a future discount, maybe a thank you card, the list goes on and on. But it’s the small things that make a difference.
For example, I bought a pair of shoes from Puca Shoes in Dubai. Not only did I get the shoes in 6 days but it also came with a branded drawstring bag for the shoes, a branded cell phone finger ring, branded socks, and a thank you letter from the owner.
Rest assured I’ll be buying from them again because they made the customer experience so memorable that I still remember each detail. I mean heck I still have them in my closet because the rep told me I was the first person in America to own a pair.
Sadly that’s one of the better things to happen in my life…
Till next time,
Mr. Seed Planter