May 30, 2018
To scale an ecommerce business
you can’t be a one-trick pony when it comes to traffic generation.
Pushing past 7 figures into 8 figures and beyond requires a
focus on reaching customers at every stage of the shopping funnel.
Having a “hodge podge” mix of campaigns won’t cut it either.
You need a team of campaigns that attract customers at different
stages of the funnel and pulls them through to conversion.
Recently I spoke at a marketing
conference in St. Louis on the topic of full funnel growth. I
outlined 7 keys for smart full funnel growth
including:
Why You Need a Team of
Campaigns - how getting your campaigns to work
together is a lot like building a world-class basketball team.
Better
measurement - when you apply the wrong measurements
to your campaigns you stifle growth. Bad data leads to
killing successful campaigns prematurely or running weak campaigns
for too long.
How Google Shopping,
AdWords and YouTube work together - While Google
Shopping is super competitive now, I remain extremely bullish on
using it as a channel. Add to that a powerful AdWords
strategy and then a YouTube strategy built for eCommerce and look
out! Big things can happen.