Make sure your “why” resonates with your audience before you start pumping money into paid media. “I think that you should try to get the first thousand customers without using paid methods,” Nik says. “And the reason is because you’re really trying to understand what is the messaging or the positioning or the reasons that somebody’s coming to buy this product.”
Find product-market fit first and then use paid media to boost the visibility of content that is already performing well. Set milestones for your paid media strategy, like $5,000 or $10,000 per day in revenue with paid channels that are acquiring customers efficiently. “That first $5,000 a day in sales really forces you to think about how you are understanding what the customer needs or wants from you,” Nik says.
Use advertising metrics to diagnose the problem
You might not get to $5,000 a day in revenue right away, but you can use clues from your online advertising campaigns to help you pinpoint the issue. For example, a low CPM means that the advertising platform doesn’t like your creative—if you’re not getting a lot of engagement, the platform isn’t serving the ad to a ton of people.
Click-through rate, on the algeria mobile database other hand, tells you how much people on the platform like what you’re putting out. “Looking at these metrics helps basically understand and diagnose where you could be going wrong or what you need to fix,” Nik says.
Shopify offers reporting tools that can show you stats like average order value and conversion rate per page to help you continue the analysis once customers have successfully made it from organic or paid content to your Shopify store.
To learn more about Nik’s marketing strategies, listen to this episode of Shopify on Location in New York.
Join us each Thursday for Shopify On Location in New York, a special miniseries from the podcast team. For the new few months, tune in for conversations about making your business stand out. Listen to Shopify On Location here.