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<!DOCTYPE html><html lang="en-AU"><head><title>The 5 Step Marketing Strategy To Grow Your Business - Shopify Australia</title><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="description" content="A marketing strategy is the approach a business uses to acquire and convert customers. Experts weigh in on how to build yours."/><meta property="fb:pages" content="20409006880"/><meta property="fb:app_id" content="847460188612391"/><meta property="og:type" content="website"/><meta property="og:site_name" content="Shopify"/><meta property="og:title" content="The 5 Step Marketing Strategy To Grow Your Business - Shopify Australia"/><meta property="og:description" content="A marketing strategy is the approach a business uses to acquire and convert customers. 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text-shade-70 group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ship orders faster<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/capital"><div class="text-base font-medium"><span class="inline-block arrow-animation">Secure business funding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Capital</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/au/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/au/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/au/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/editions"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Editions<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">New, innovative Shopify products</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/au/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/au/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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data-component-name="button" data-mode="light" target="">Learn more</a></div></div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] left-[-26px] tablet-xl:left-0 bottom-[-20px] tablet-xl:bottom-[-60px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/au/blog/marketing-strategy"/><meta itemProp="dateModified" content="2022-03-09T23:00:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/au/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/au/blog/topics/marketing" class="no-underline hover:text-link-light-hover topic-link">Marketing</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">The 5 Step Marketing Strategy To Grow Your Business</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">As you develop your marketing strategy, you might feel lost in a sea of best practices. We simplify this huge topic into a digestible guide full of insights from top marketing experts.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/au/blog/authors/alexa-collins" class="no-underline" itemProp="url"><span itemProp="name">Alexa Collins</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>9 Mar 2022</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782" alt="A blue shoe on a yellow background next to text that reads, marketing strategies that fir your product" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026&originalWidth=1848&originalHeight=782&width=1200 1200w, 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[&_.pros]:p-5 [&_.pros_h3]:mt-2 [&_.cons]:bg-[#ffebe6] [&_.cons]:rounded-[10px] [&_.cons]:p-5 [&_.cons_h3]:mt-2 [&_.pros]:tablet:flex-[1_0_calc(50%-10px)] [&_.pros]:flex-[1_0_100%] [&_.cons]:tablet:flex-[1_0_calc(50%-10px)] [&_.cons]:flex-[1_0_100%] [&_.pros_.grid-container]:grid [&_.cons_.grid-container]:grid [&_.grid-container]:gap-[5px] [&_.grid-container]:grid-cols-[15px_auto] [&_.pros_.grid-container]:p-[5px] [&_.cons_.grid-container]:p-[5px] [&_.aspect-video_iframe]:mt-0 article-content [&_.truncated-text]:relative [&_.truncated-text]:max-h-[300px] [&_.truncated-text]:overflow-hidden [&_.truncated-text]:mb-6 [&_.truncated-text::before]:absolute [&_.truncated-text::before]:content-[""] [&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>“We can be deceived into thinking the present state will last forever,” says Taylor Holiday, the Managing Partner of Common Thread Collective, an agency built around helping your <a href="/au/blog/ecommerce-business-blueprint">ecommerce business</a> grow. As “pioneers of the moment,” it’s too easy to lean on one high performing channel for business growth. But if that one channel were to disappear—would your business survive? </p> <p>What if you could create a marketing strategy that breeds resilience and helps you grow stronger in the midst of chaos?</p> <p>This is what Taylor calls an “antifragile” approach to marketing: rather than resisting change or becoming brittle, the businesses built on more solid foundations will grow when competitors don’t.</p> <p>As you develop your own marketing strategy, you might feel lost in a sea of best practices and suggested tactics. Our goal is to simplify this huge topic into a digestible guide full of insights from top marketing experts. We’ll include only what you need to know—instead of a list of tactics to try. </p> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight"> <p class="heading--4">At a glance</p> <ul> <li aria-level="1"><a href="#1">Meet the experts</a></li> <li aria-level="1"><a href="#2">Why do you need a marketing strategy?</a></li> <li aria-level="1"><a href="#3">What’s the difference between a marketing strategy and a marketing funnel?</a></li> <li aria-level="1"><a href="#4">How to create a marketing strategy that works</a></li> <li aria-level="1"><a href="#5">Step 1: Build a stellar website</a></li> <li aria-level="1"><a href="#6">Step 2: Define your product market fit</a></li> <li aria-level="1"><a href="#7">Step 3: Consider your audience</a></li> <li aria-level="1"><a href="#8">Step 4: Acquire new customers with an antifragile mindset</a></li> <li aria-level="1"><a href="#9">Step 5: Boost retention</a></li> </ul> </div> <h2 id="1">Meet the experts </h2> <p><a href="https://twitter.com/ezrafirestone" rel="nofollow noopener noreferrer" target="_blank"><strong>Ezra Firestone</strong></a>, founder of Smart Marketer and co-founder and CEO of BOOM! by Cindy Joseph. Ezra’s expertise in marketing stems from his own tried and true digital marketing experience, which informs the courses taught at his company, Smart Marketer. </p> <p><a href="https://benzettler.com/" rel="nofollow noopener noreferrer" target="_blank"><strong>Ben Zettler</strong></a>, Shopify Expert and Shopify Partner. Ben has helped more than 250 businesses grow and thrive with his strategic expertise. <br><a href="https://twitter.com/TaylorHoliday" rel="nofollow noopener noreferrer" target="_blank"><strong></strong></a></p> <p><a href="https://twitter.com/TaylorHoliday" rel="nofollow noopener noreferrer" target="_blank"><strong>Taylor Holiday</strong></a>, Managing Partner of Common Thread Collective. Taylor introduced the idea of antifragile ecommerce and supports entrepreneurs in reaching their dreams through his work at Common Thread Collective. </p> <ul></ul> <h2 id="2">Why do you need a marketing strategy?</h2> <p>A marketing strategy is the overarching approach a business uses to attract customers. Within a marketing strategy, businesses will use different tactics—like organic and paid marketing—across channels like email, social, or SMS. </p> <p>Without a marketing strategy, businesses can fall into a situation where they try many different tactics that don’t work together. This type of haphazard approach can leave you spending a ton of money and time on things that aren’t bringing in new customers. </p> <p>A clear, cohesive marketing strategy addresses how you’ll plug the holes, what you’ll do when things don’t work, and how you’ll adapt.</p> <h2 id="3">What’s the difference between a marketing strategy and a marketing funnel?</h2> <p>A <a href="/au/blog/marketing-funnel">marketing funnel</a> acts as a roadmap of the customer journey. It outlines the different stages people go through on the road to becoming a first-time and repeat customer. It visually represents your approach and outlines the different activities and tactics that you’ll use at each stage. If a marketing funnel is <em>what</em> people do at each stage of the buying journey, then a marketing strategy is <em>how</em> people move from one step in the funnel to the next.</p> <p>Laying out your customer journey in the form of a marketing funnel can encourage more meaningful growth, help develop better customer relationships, and help you better understand your purchase cycle. A powerful marketing strategy works hand in hand with a clearly outlined marketing funnel—one that includes your approach to acquisition and awareness, consideration, conversion, and loyalty. </p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>Defining the marketing funnel</strong></p> <ul> <li aria-level="1"> <strong>Acquisition and awareness: </strong>The broadest part of the marketing funnel contains anyone who hears about your product and business. These are new people who don’t know much about you yet.<strong> </strong> </li> <li aria-level="1"> <strong>Consideration:</strong> The people in this part of the funnel are seriously considering making a purchase from you. They are in the information-gathering phase and might seek opinions from friends, others on social media, or directly from your website. </li> <li aria-level="1"> <strong>Conversion:</strong> The people in this bucket are ready to make or have made a purchase. </li> <li aria-level="1"> <strong>Loyalty:</strong> How do you get customers to come back around? The loyalty part of the funnel contains those you’re trying to sell to <em>again.</em> </li> </ul> </div> <figure><figcaption>Marketing funnels act as roadmaps of the journey someone takes to becoming a customer. A marketing strategy, on the other hand, details how you move people from one step of the funnel to the next.</figcaption> </figure> <h2 id="4">How to build a marketing strategy that works</h2> <p>Marketing a small business can be challenging, especially with the vast amount of routes you can take. </p> <p>That’s why we’ve broken things down into two distinct phases: <strong>calibrate</strong> and <strong>run</strong>. During the calibration phase, you’ll establish key components like your website, your “why,” product-market fit, target audience, and your audience’s needs. During the run phase, you’ll start building relationships, gaining trust, and pulling organic and paid levers to make sales and grow your business. </p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight"> <p>Would you buy something from your website? If you cannot answer that question with a resounding yes, then you’ve got a problem.</p> <footer><cite>Ben Zettler</cite></footer> </blockquote> <h3>Calibrate: Steps 1 - 3 </h3> <p>Before you turn on the heat, the exercises in the calibrate phase ensure that you’re presenting your business in a way that is compelling to prospective customers.</p> <h4 id="5">1. Build a stellar website</h4> <p>“The question that I ask before even thinking about email or advertising or social media is, ‘Would you buy something from your website?’” says Shopify Expert Ben Zettler. “If you cannot answer that question with a resounding yes, then you’ve got a problem.” </p> <p>Building a great website is the first step in finding a marketing strategy that works. Website quality, user experience, checkout functionality, product information, design, and product photos—it all contributes to how someone feels about your brand, and the trust they put in you as a company. </p> <div data-guide="design" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif" data-component-name="blog-CTA-design"></div> <p>If you’re on Shopify, we have a <a href="https://themes.shopify.com">huge selection of themes</a> that can make your website look sleek from the get-go. You can also chat with a <a href="https://experts.shopify.com">Shopify Expert</a> like Ben to get one-on-one advice.</p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>📌</strong><strong>Resources </strong></p> <ul> <li aria-level="1"><a href="/au/blog/build-a-website">How to Build a Website From Scratch: A 9-Step Quickstart Guide for Beginners</a></li> <li aria-level="1"><a href="/au/blog/best-website-design">The 25 Best Website Designs—and the Creative Businesses That Power Them</a></li> <li aria-level="1"><a href="/au/blog/website-template-quiz">How Do You Pick the Best Theme For Your Online Store? Take Our Quiz</a></li> </ul> </div> <h4 id="6">2. Define your product-market fit</h4> <p>Once someone lands on your website, how clearly do you communicate the problem that your product solves? Ben recommends thinking through the following questions: </p> <ul> <li aria-level="1">What is the “why?” of the products you sell?</li> <li aria-level="1">What problem does your product solve? Are you filling a gap in a market, making something better than your competitors, or solving a critical need that hasn’t been met?</li> <li aria-level="1">Why should somebody buy from you over a competitor? What makes your products better? </li> </ul> <p>This is the very beginning of establishing a product-market fit for your business. While the best way to prove your product-market fit is to make actual sales, walking through this process will help you establish the messaging you’ll use on your website. This is the copy that will take mainstage on your homepage, product pages, and <a href="/au/blog/landing-page-design">landing pages</a>. </p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight"> <p>If you understand who this group of people is and what set of experiences they have, you can relate to them through shared experiences.</p> <footer><cite>Ezra Firestone</cite></footer> </blockquote> <p>For example, <a href="https://www.equatorcoffees.com/" rel="nofollow noopener noreferrer" target="_blank">Equator Coffees</a> found product-market fit by crafting amazing coffee <em>and </em>by doing great things for the global coffee community. Equator has been a certified <a href="/au/blog/what-is-b-corporation" target="_blank">B Corporation</a> since 2011, making it the first coffee roaster in California with the certification. All of this information is clearly communicated on its website, from its homepage to an entire page dedicated to impact. </p> <p>By creating high-quality roasts, fostering a great culture at its cafés, and stepping up to bring change to the coffee industry, Equator found its product-market fit and answers the seminal question, “Why buy coffee from <em>you?”</em></p> <figure><figcaption>The inside of one of Equator’s cafés, at Proof Lab in Mill Valley, California. <em>Equator Coffees</em></figcaption> </figure> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>📚Read more: </strong><a href="/au/blog/product-market-fit">The Key to Fast Growth is Achieving Product-Market Fit</a></p> </div> <h4 id="7">3. Consider your audience</h4> <p>You can have the best product photography and website design, compelling copy, and incredible products, but if you’re marketing to the wrong audience—or worse, to everyone—you risk failing to grow. </p> <p>“If you understand who this group of people is and what set of experiences they have,” says marketing expert Ezra Firestone, “you can relate to them through shared experiences.” </p> <p>So, <a href="/au/blog/target-audience">who is your target audience</a>? You can establish this by doing both qualitative and quantitative research. </p> <h5>Do qualitative research to uncover your target audience:</h5> <ul> <li aria-level="1"> <strong>Do a competitive analysis. </strong>Do a deep dive into the target audience of your competitors. What social media channels are they most active on? What group is their <a href="/au/blog/brand-voice">brand voice</a> sure to resonate with most? How do they talk about their products? </li> <li aria-level="1"> <strong>Conduct research interviews.</strong> As you parse through your competitive analysis, reach out to a group of people who either follow or engage with your competitor on social media and ask them to do an interview with you. Chat about why they made that purchase, if it satisfied what they were looking for, and what would improve the product. </li> <li aria-level="1"> <strong>Run surveys.</strong> Using a tool like Survey Monkey, ask questions about what people are interested in, their hobbies, where they live, how much money they make, and what they do for a living. You can also partner with a company like <a href="https://www.forrester.com/bold" rel="nofollow noopener noreferrer" target="_blank">Forrester</a>, which can conduct broader industry research on your behalf. </li> <li aria-level="1"> <strong>Meet people IRL and have conversations. </strong>Sometimes, a table at your local farmers market or a booth at a street fair is the best way to get to know your audience. This allows you to have casual conversations with the people who visit your table, where you can ask them what they’re looking for if they do <em>and</em> don’t make a purchase from you.</li> </ul> <h5>Do quantitative research to understand your target audience: </h5> <ul> <li aria-level="1"> <strong>Use a tool like Google Analytics to grab demographic data.</strong> Google Analytics can give you further insights into the demographic data of your target audience. </li> <li aria-level="1"> <strong>Review purchase information. </strong>Once you get a few sales, take a look at how much customers spend, where they’re buying from, and what they buy.</li> <li aria-level="1"> <strong>Conduct industry research. </strong>Review research reports from sites like <a href="https://global.nielsen.com/global/en/" rel="nofollow noopener noreferrer" target="_blank">Neilsen</a>, <a href="https://www.forrester.com/bold" rel="nofollow noopener noreferrer" target="_blank">Forrester</a>, or <a href="https://www.pewresearch.org/" rel="nofollow noopener noreferrer" target="_blank">Pew Research</a> on consumer behavior and trends. You can also check out <a href="https://trends.google.com/trends/" rel="nofollow noopener noreferrer" target="_blank">Google Trends</a>, which shows reports of the rise and fall of the popularity of different items since 2004. </li> </ul> <figure><figcaption>The analogy “fish where the fish are” applies to concentrating early marketing efforts on the communities and channels where your target audience hangs out. <a href="https://unsplash.com/@vidarnm?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText" rel="nofollow noopener noreferrer" target="_blank"><em>Vidar Nordli-Mathisen</em></a><em> on </em><a href="https://unsplash.com/s/photos/fishing?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText" rel="nofollow noopener noreferrer" target="_blank"><em>Unsplash</em></a></figcaption> </figure> <p>Now that you have a deeper understanding of who your target audience is, it’s time to uncover where they hang out online. </p> <p>You wouldn’t cast a line into a pond that’s empty of fish. Similarly, you don’t want to invest time and resources into building a TikTok following when your target audience exists in Facebook groups. </p> <p>“In the absence of being able to leverage paid media,” says Taylor, “you need to go fish in the ponds where your customer already exists and you've got to go make yourself a part of those communities and build relationships there.” We’ll dive deeper into this idea in the second phase below. </p> <h5>Develop your marketing content to match audience needs</h5> <p>As you build out your actual pieces of marketing content, Ezra recommends approaching it with a different perspective. Rather than focusing on simply making sales, think about who you’re talking to, why you’re talking to them, and what you have to say to them that's meaningful. </p> <p>Your marketing assets (think social media posts, emails, paid ads, blog posts, YouTube content, etc.) should be informed by the narrative of who these people are, what's valuable to them, and how you’re helping to solve one of their problems, Ezra says. </p> <h3></h3> <h3>Run: Steps 4 - 5 </h3> <p>You’ve done the foundational work. Now, it’s time to build out your acquisition (how you’ll get new customers to your shop) and retention (how you’ll keep customers coming back) strategies.</p> <h4 id="8">4. Acquire new customers with an antifragile mindset </h4> <p>Taylor Holiday introduced the idea of <a href="https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce" rel="nofollow noopener noreferrer" target="_blank"><strong>antifragile ecommerce</strong></a> in a deep dive article on the topic. The idea is that you build your business in ways that make it grow stronger in the face of chaos—you’ll win more market share if you can succeed while others topple due to lack of a solid foundation. </p> <h5>Grow your organic traffic before spending money on paid ads </h5> <p>The amount of money you put into paid advertising really depends on the makeup of your business. But Taylor says that you’re better off starting with an organic, rather than a paid, approach. If you kick off with a paid approach, he says, you’ll spend money to produce non-predictable outcomes. </p> <p>“To take your precious few dollars and shake the dice and roll them into that system is potentially a really, really difficult way to grow,” says Taylor. </p> <p>Instead, for your first few hundred sales, direct message as many people as you can on social media channels and introduce your product to them. Find Facebook communities, introduce yourself, and share your product. Email your friends and family. </p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight"> <p>You can’t fast forward trust. You can’t fast forward authenticity.</p> <footer><cite>Taylor Holiday</cite></footer> </blockquote> <p>“The good work of your first hundred to a thousand customers has to come from that,” says Taylor. “And it’ll build a foundation, too, which will actually enable you to effectively use paid media.” </p> <p>Amy Robertson, co-founder of <a href="https://friendsoffriendshat.co/" rel="nofollow noopener noreferrer" target="_blank">Friends of Friends Hat Co.</a>, feels similarly. “Start small and lean on growing organically. Patience is key,” she says. </p> <figure><figcaption>Friends of Friends Hat Co. advocates for a slower, organic strategy, rather than overspending early on. <em>Friends of Friends Hat Co.</em></figcaption> </figure> <p>This tactic works in practice: many brands have found success in starting and growing organically before turning to paid media. In a recent installment of his <a href="https://nik.co/email" rel="nofollow noopener noreferrer" target="_blank">email newsletter</a>, Nik Sharma shared that brands like Haus, Kettle and Fire, and Poo~Pourri started with an organic strategy before pivoting to paid.</p> <p>“Haus is a great example. For the first year-ish of the company's existence, they didn't spend a dollar on paid marketing. They spent all their efforts on building FOMO (so you want to try it out), and then creating a world-class experience, driven by the product (so that you post or talk about it), which creates a flywheel that has a ripple effect going out from each customer,” he wrote.</p> <figure><figcaption>Haus started with an organic marketing strategy to build hype and fear of missing out. <em>Haus</em></figcaption> </figure> <p>Remember that once you do start spending money on paid advertising, it doesn’t mean that you should stop your organic efforts. Paid marketing and organic, owned marketing go hand and hand, chicken-and-egg style, says Ben. You need paid marketing to get people to your site, but once people are there, you need to capture their information to re-engage with them. </p> <p>“If it works, paid media is so effective. The key is to understand <em>what</em> the tool is and <em>when</em> it serves you,” says Taylor. It’s a tool in your belt, but it’s never meant to replace the actual relationship-building that you need to do in order to spread organically. “You can’t fast forward trust. You can’t fast forward authenticity,” he says. </p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>💡 Key takeaway: </strong>Build an organic strategy before adding paid ads into the mix. </p> </div> <h5>Find online communities and build relationships with them </h5> <p>You might be wondering what marketing channels you should build your strategy on. The answer is that it all depends on your business model, the products you sell, and your target audience. Email marketing is a great always-on channel for any business. But in the early days, while you’re trying to make your first few sales, you likely won’t have many emails yet. </p> <p>Through the audience research that you did during the calibrate phase, you should have a strong idea of the channels your target audience hangs out on. Are they active in Facebook groups, Slack communities, blogs, TikTok, Instagram, LinkedIn, YouTube, Reddit? </p> <p>Now, it’s time to choose your marketing channels based on where your customers are, and build hype around your products and trust in your business organically.</p> <p>“The two biggest influences on purchase decisions are price and a recommendation from somebody we trust,” says Taylor, who also co-founded silicone wedding ring business <a href="https://qalo.com/" rel="nofollow noopener noreferrer" target="_blank">QALO</a>.</p> <figure><figcaption>The QALO team built relationships with leaders in the communities where their target audience hangs out online. <em>QALO</em></figcaption> </figure> <p>The QALO team first did audience research by going to meet the people who lived a lifestyle where wearing a silicone ring made sense. They spoke with firefighters and police officers and visited Crossfit gyms. Their first partnership came out of meeting one woman in person who ran a blog called Firefighter Wives, an aggregated community of wives of firefighters who hung out together.</p> <p>Because the team built trust with her, she drove referral traffic to the QALO website by writing about the business on her blog. This is the type of community and relationship building that you need to do early on. </p> <p>“It’s your friends, it’s the people that you’ve followed for a long time that have a voice that you’ve seen consistently deliver valuable information to you,” says Taylor. “That’s who you want to hear from. And so it goes back to the firefighter wife for us. She has a network of women who really trust her.” </p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>💡 Key takeaway: </strong>Find niche communities, build trust, and get in on the conversation.</p> </div> <h5>Create marketing content that adds value</h5> <p>As you have these on-the-ground conversations, it’s time to start developing your marketing content. These are assets, like emails, social media posts, YouTube videos, etc., that your prospective customers will engage with online. </p> <p>Ben suggests thinking about <em>how</em> these individual pieces of content add value to someone's day. That might be entertainment, information, or something that makes them smile. </p> <p>”What’s the thing that’s going to create conversation?” asks Ben. “The thing that creates conversation is what, in every social algorithm, is going to get more people to see your content.” </p> <p>It sounds simple, but reframing the way you think about and create content will help it be more compelling for your audience over time. </p> <p>For example, San Francisco–based watercolor store <a href="https://www.caseformaking.com/" rel="nofollow noopener noreferrer" target="_blank">Case for Making</a> uses Instagram to share new product announcements, recent watercolor creations, and updates on its watercolor classes. </p> <figure><figcaption><em>Case for Making</em></figcaption> </figure> <p>The team just launched a new Instagram Live lunch club on Thursdays, where they share behind-the-scenes sneak peeks and process demos, or simply sit with folks to chat and paint something new. </p> <figure><figcaption><em>Case for Making</em></figcaption> </figure> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>🧠 Brainstorm: </strong>What kind of content do you love to see online? What do you engage with? What gets your attention? What do you share with friends? What kind of content makes sense for your target audience? </p> </div> <h4 id="9">5. Boost retention</h4> <p>Retaining customers is much cheaper, and significantly easier, than acquiring new ones. Aside from building trust through community outreach and word of mouth, building long-term trust with non-customers and customers alike is what will keep them coming back. </p> <h5>Craft enticing email marketing campaigns</h5> <p>Before you can build expert email campaigns and write catchy subject lines, you need to build up your email list. Ben recommends giving people an incentive to join your email and SMS lists, whether that’s a discount or something else that really adds value to your customers. Think about things like free shipping, a percent discount, buy one get one, early access to sales, exclusive access to products, or free gift with purchase.</p> <p>Now, once you’ve got their information and then once they’ve made their first purchase, Ben recommends putting together a post-purchase email flow. This is your opportunity to provide a coupon code for a future purchase, ask for feedback and reviews, and acquire user-generated content. </p> <p>For example, <a href="https://atlaspetcompany.com/" rel="nofollow noopener noreferrer" target="_blank">Atlas Pet Company</a> sends an email a couple days after a purchase gets delivered. Leave a review and a photo of your pup wearing their new harness, collar, or leash and get $10 off your next order. </p> <figure><figcaption><em>Atlas Pet Co</em></figcaption> </figure> <p>Similarly, <a href="https://bossybeauty.com/" rel="nofollow noopener noreferrer" target="_blank">Bossy Cosmetics</a> shares a code for free shipping on your next order. But the brand also sends a follow-up email asking customers to share photos in their new makeup across social media. User-generated content is <em>invaluable</em> as you set out to acquire new customers because it builds trust and lets people see what your products look like IRL. </p> <figure><figcaption><em>Bossy Cosmetics</em></figcaption> </figure> <p>If you sell products that people might buy only once, like a high-end leather wallet or air purifier, your follow-up email campaigns are going to look very different. Instead of sharing an offer, Ben suggests providing further education around the products they just purchased. </p> <p>Also effective, he says, is sending a steady stream of content over time. The goal of your post-purchase emails is to convince customers to come back to you for educational information about your items. For the leather wallet, this might be information on extending the longevity of the item. For the air purifier, it might include further education on the pollutants in our air, what causes them, and what you can do to help. </p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>💬 Learn more: </strong><a href="/au/blog/how-to-market-a-product">Rethinking Acquisition: How to Market a Product to Your Existing Customers</a></p> </div> <h5>Create a loyalty program</h5> <p>There’s a local grocery store with a cult following in a little surf town outside of San Diego. It’s grown a reputation for its burgundy tri-tip, a mouth-watering hunk of meat locals love to serve up on tacos or sliders on warm San Diego days. It’s a spot folks frequent for lunch, since its prepared food section rivals even the biggest, best Whole Foods. </p> <p>The market implemented a <a href="/au/blog/loyalty-program">loyalty program</a> where frequent shoppers can earn cash toward their groceries by scanning in every time they shop. </p> <p>This is how it works: </p> <ul> <li aria-level="1">Spend $1–$300 a month and earn 1% of total purchases</li> <li aria-level="1">Spend $301–$500 a month and earn 2% of total purchases </li> <li aria-level="1">Spend $501+ a month and earn 3% of total purchases </li> </ul> <p>The market mails reward checks twice per year, so long as the amount is over $10. Customers make purchases and earn rewards—there’s an incentive (other than the delicious wares) to return. </p> <p>Similarly, <a href="https://girlfriend.com/" rel="nofollow noopener noreferrer" target="_blank">Girlfriend Collective</a>, an athleisure wear brand that sells sustainable clothing, has a loyalty program based on customer lifetime value. The more a customer spends in total at the shop, the more perks they earn, like free shipping, early access to product drops, and free returns. </p> <figure><figcaption><em>Girlfriend Collective</em></figcaption> </figure> <p>These programs gamify commerce and offer incentives to bring customers back. The amount of money you’ll lose on shipping, for example, pays off in spades when an existing customer makes another purchase. Why? Because you didn’t have to spend money acquiring someone new.</p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight"> <p><strong>🎉Pro tip: </strong>Drew Sanocki’s <a href="/learn/course/the-three-multiplier-framework">The Three Multiplier Framework</a> is a great course on the Shopify Learn platform for learning about retention. Drew approaches winning customers back with tips for raising purchase frequency (F), increasing customers’ <a href="/au/blog/average-order-value" target="_blank">average order value</a> (AOV), and increasing the total number of customers coming to your store (C). </p> </div> <h2>Build a marketing strategy founded on resilience</h2> <p>Marketing in ecommerce is extremely hard. It’s not always a linear journey, and it takes trial and error to get it right. If you’re struggling to find marketing that works for your business, go back to the beginning. Return to those first couple of people who invested in your business and have another conversation with them. What do they want to see from you in the future? What got them excited about your brand in the first place? Their insight can help you restructure your marketing efforts in a way that better serves your audience. </p> <p>If it feels like things are moving slowly, that’s OK. An antifragile approach to ecommerce marketing is meant to take a while. The longer you spend building your foundation, the better prepared your brand is to grow and thrive for the long term.</p> <div class="clear"></div> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/au/blog/how-to-scale-small-business">How to Scale Your Small Business in 6 Steps</a></li><li class="mt-2"><a href="/au/blog/product-launch">How to Create a Hype-worthy Product Launch</a></li><li class="mt-2"><a href="/au/blog/etsy-and-shopify">Etsy and Shopify- How Three Makers Used Both to Grow Their Businesses</a></li><li class="mt-2"><a href="/au/blog/dropshipping-guide">The Ultimate Guide To Dropshipping (2024)</a></li><li class="mt-2"><a href="/au/blog/sell-on-facebook">How to Sell on Facebook Marketplace and Facebook Shops in 2024</a></li><li class="mt-2"><a href="/au/blog/product-sourcing-apps">How To Source Products To Sell Online</a></li><li class="mt-2"><a href="/au/blog/marketing-calendar">How to Build a Marketing Calendar that Actually Works</a></li><li class="mt-2"><a href="/au/blog/how-to-start-a-blog">How to Start a Blogging Business in 2024 (Beginner's Guide)</a></li><li class="mt-2"><a href="/au/blog/integrated-marketing">The Basics of Building an Integrated Marketing Strategy</a></li><li class="mt-2"><a href="/au/blog/marketing-objectives">Marketing Objectives- How to Set Good Marketing Objectives</a></li></ul></div><div style="text-align: left;" class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2>Marketing Strategy FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is meant by marketing strategy?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">Marketing strategy is a plan of action that a business uses to market its products and services in order to achieve its goals. It includes activities such as researching and analyzing the target audience, identifying the most appropriate channels and tactics to reach them, and deciding on the most effective ways to communicate the company’s message.</div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What are the 4 <a href="/au/blog/types-marketing" target="_blank">types of marketing</a> strategies?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <ul> <li>Product/Service Strategy: Focusing on product features, quality, and value to attract customers.</li> <li>Pricing Strategy: Setting prices that are competitive with the marketplace and align with the company’s goals.</li> <li>Promotion Strategy: Creating an effective mix of advertising, public relations, sales, and other forms of communication to reach customers.</li> <li>Distribution Strategy: Establishing the channels needed to get products or services to customers.</li> </ul> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is a marketing strategy example?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <ul> <li>Promotions: Develop a promotional plan that includes advertising campaigns, special offers, and discounts.</li> <li>Public Relations: Leverage public relations to create awareness and excitement around your brand.</li> <li>Digital Marketing: Develop an effective <a href="/au/blog/digital-marketing-strategy" target="_blank">digital marketing strategy</a> that includes SEO, PPC, and social media campaigns.</li> <li>Content Marketing: Create content that engages your target audience and establishes your expertise in the industry.</li> <li>Offline Marketing: Develop an offline marketing strategy to reach potential customers and build relationships with current ones.</li> <li>Events: Organize or sponsor events to promote your brand and build relationships with customers.</li> </ul> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/au/blog/authors/alexa-collins" class="no-underline" itemProp="url"><span itemProp="name">Alexa Collins</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>9 Mar 2022</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 tablet-xl:text-right">Share 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product","width":3696,"height":1940},"tags":["Marketing"],"contentHtml":"\n\u003cp\u003e“We can be deceived into thinking the present state will last forever,” says Taylor Holiday, the Managing Partner of Common Thread Collective, an agency built around helping your \u003ca href=\"https://www.shopify.com/blog/ecommerce-business-blueprint\"\u003eecommerce business\u003c/a\u003e grow. As “pioneers of the moment,” it’s too easy to lean on one high performing channel for business growth. But if that one channel were to disappear—would your business survive? \u003c/p\u003e\n\u003cp\u003eWhat if you could create a marketing strategy that breeds resilience and helps you grow stronger in the midst of chaos?\u003c/p\u003e\n\u003cp\u003eThis is what Taylor calls an “antifragile” approach to marketing: rather than resisting change or becoming brittle, the businesses built on more solid foundations will grow when competitors don’t.\u003c/p\u003e\n\u003cp\u003eAs you develop your own marketing strategy, you might feel lost in a sea of best practices and suggested tactics. Our goal is to simplify this huge topic into a digestible guide full of insights from top marketing experts. We’ll include only what you need to know—instead of a list of tactics to try. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eAt a glance\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#1\"\u003eMeet the experts\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#2\"\u003eWhy do you need a marketing strategy?\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#3\"\u003eWhat’s the difference between a marketing strategy and a marketing funnel?\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#4\"\u003eHow to create a marketing strategy that works\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#5\"\u003eStep 1: Build a stellar website\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#6\"\u003eStep 2: Define your product market fit\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#7\"\u003eStep 3: Consider your audience\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#8\"\u003eStep 4: Acquire new customers with an antifragile mindset\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#9\"\u003eStep 5: Boost retention\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eMeet the experts \u003c/h2\u003e\n\n\u003cp\u003e\u003ca href=\"https://twitter.com/ezrafirestone\"\u003e\u003cstrong\u003eEzra Firestone\u003c/strong\u003e\u003c/a\u003e, founder of Smart Marketer and co-founder and CEO of BOOM! by Cindy Joseph. Ezra’s expertise in marketing stems from his own tried and true digital marketing experience, which informs the courses taught at his company, Smart Marketer. \u003c/p\u003e\n\n\u003cp\u003e\u003ca href=\"https://benzettler.com/\"\u003e\u003cstrong\u003eBen Zettler\u003c/strong\u003e\u003c/a\u003e, Shopify Expert and Shopify Partner. Ben has helped more than 250 businesses grow and thrive with his strategic expertise. \u003cbr\u003e\u003ca href=\"https://twitter.com/TaylorHoliday\"\u003e\u003cstrong\u003e\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\n\u003cp\u003e\u003ca href=\"https://twitter.com/TaylorHoliday\"\u003e\u003cstrong\u003eTaylor Holiday\u003c/strong\u003e\u003c/a\u003e, Managing Partner of Common Thread Collective. Taylor introduced the idea of antifragile ecommerce and supports entrepreneurs in reaching their dreams through his work at Common Thread Collective. \u003c/p\u003e\n\u003cul\u003e\u003c/ul\u003e\n\u003ch2 id=\"2\"\u003eWhy do you need a marketing strategy?\u003c/h2\u003e\n\u003cp\u003eA marketing strategy is the overarching approach a business uses to attract customers. Within a marketing strategy, businesses will use different tactics—like organic and paid marketing—across channels like email, social, or SMS. \u003c/p\u003e\n\u003cp\u003eWithout a marketing strategy, businesses can fall into a situation where they try many different tactics that don’t work together. This type of haphazard approach can leave you spending a ton of money and time on things that aren’t bringing in new customers. \u003c/p\u003e\n\u003cp\u003eA clear, cohesive marketing strategy addresses how you’ll plug the holes, what you’ll do when things don’t work, and how you’ll adapt.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eWhat’s the difference between a marketing strategy and a marketing funnel?\u003c/h2\u003e\n\u003cp\u003eA \u003ca href=\"https://www.shopify.com/blog/marketing-funnel\"\u003emarketing funnel\u003c/a\u003e acts as a roadmap of the customer journey. It outlines the different stages people go through on the road to becoming a first-time and repeat customer. It visually represents your approach and outlines the different activities and tactics that you’ll use at each stage. If a marketing funnel is \u003cem\u003ewhat\u003c/em\u003e people do at each stage of the buying journey, then a marketing strategy is \u003cem\u003ehow\u003c/em\u003e people move from one step in the funnel to the next.\u003c/p\u003e\n\u003cp\u003eLaying out your customer journey in the form of a marketing funnel can encourage more meaningful growth, help develop better customer relationships, and help you better understand your purchase cycle. A powerful marketing strategy works hand in hand with a clearly outlined marketing funnel—one that includes your approach to acquisition and awareness, consideration, conversion, and loyalty. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eDefining the marketing funnel\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eAcquisition and awareness: \u003c/strong\u003eThe broadest part of the marketing funnel contains anyone who hears about your product and business. These are new people who don’t know much about you yet.\u003cstrong\u003e \u003c/strong\u003e\n\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConsideration:\u003c/strong\u003e The people in this part of the funnel are seriously considering making a purchase from you. They are in the information-gathering phase and might seek opinions from friends, others on social media, or directly from your website. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConversion:\u003c/strong\u003e The people in this bucket are ready to make or have made a purchase. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eLoyalty:\u003c/strong\u003e How do you get customers to come back around? The loyalty part of the funnel contains those you’re trying to sell to \u003cem\u003eagain.\u003c/em\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eMarketing funnels act as roadmaps of the journey someone takes to becoming a customer. A marketing strategy, on the other hand, details how you move people from one step of the funnel to the next.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch2 id=\"4\"\u003eHow to build a marketing strategy that works\u003c/h2\u003e\n\u003cp\u003eMarketing a small business can be challenging, especially with the vast amount of routes you can take. \u003c/p\u003e\n\u003cp\u003eThat’s why we’ve broken things down into two distinct phases: \u003cstrong\u003ecalibrate\u003c/strong\u003e and \u003cstrong\u003erun\u003c/strong\u003e. During the calibration phase, you’ll establish key components like your website, your “why,” product-market fit, target audience, and your audience’s needs. During the run phase, you’ll start building relationships, gaining trust, and pulling organic and paid levers to make sales and grow your business. \u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003eWould you buy something from your website? If you cannot answer that question with a resounding yes, then you’ve got a problem.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eBen Zettler\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003ch3\u003eCalibrate: Steps 1 - 3 \u003c/h3\u003e\n\u003cp\u003eBefore you turn on the heat, the exercises in the calibrate phase ensure that you’re presenting your business in a way that is compelling to prospective customers.\u003c/p\u003e\n\u003ch4 id=\"5\"\u003e1. Build a stellar website\u003c/h4\u003e\n\u003cp\u003e“The question that I ask before even thinking about email or advertising or social media is, ‘Would you buy something from your website?’” says Shopify Expert Ben Zettler. “If you cannot answer that question with a resounding yes, then you’ve got a problem.” \u003c/p\u003e\n\u003cp\u003eBuilding a great website is the first step in finding a marketing strategy that works. Website quality, user experience, checkout functionality, product information, design, and product photos—it all contributes to how someone feels about your brand, and the trust they put in you as a company. \u003c/p\u003e\n\u003cdiv data-guide=\"design\"\u003e\u003c/div\u003e\n\u003cp\u003eIf you’re on Shopify, we have a \u003ca href=\"https://themes.shopify.com/\"\u003ehuge selection of themes\u003c/a\u003e that can make your website look sleek from the get-go. You can also chat with a \u003ca href=\"https://experts.shopify.com/\"\u003eShopify Expert\u003c/a\u003e like Ben to get one-on-one advice.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e📌\u003c/strong\u003e\u003cstrong\u003eResources \u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"https://www.shopify.com/blog/build-a-website\"\u003eHow to Build a Website From Scratch: A 9-Step Quickstart Guide for Beginners\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"https://www.shopify.com/blog/best-website-design\"\u003eThe 25 Best Website Designs—and the Creative Businesses That Power Them\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"https://www.shopify.com/blog/website-template-quiz\"\u003eHow Do You Pick the Best Theme For Your Online Store? Take Our Quiz\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch4 id=\"6\"\u003e2. Define your product-market fit\u003c/h4\u003e\n\u003cp\u003eOnce someone lands on your website, how clearly do you communicate the problem that your product solves? Ben recommends thinking through the following questions: \u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eWhat is the “why?” of the products you sell?\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eWhat problem does your product solve? Are you filling a gap in a market, making something better than your competitors, or solving a critical need that hasn’t been met?\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eWhy should somebody buy from you over a competitor? What makes your products better? \u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThis is the very beginning of establishing a product-market fit for your business. While the best way to prove your product-market fit is to make actual sales, walking through this process will help you establish the messaging you’ll use on your website. This is the copy that will take mainstage on your homepage, product pages, and \u003ca href=\"https://www.shopify.com/blog/landing-page-design\"\u003elanding pages\u003c/a\u003e. \u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003eIf you understand who this group of people is and what set of experiences they have, you can relate to them through shared experiences.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eEzra Firestone\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://www.equatorcoffees.com/\"\u003eEquator Coffees\u003c/a\u003e found product-market fit by crafting amazing coffee \u003cem\u003eand \u003c/em\u003eby doing great things for the global coffee community. Equator has been a certified \u003ca href=\"https://www.shopify.com/blog/what-is-b-corporation\" target=\"_blank\" rel=\"noopener noreferrer\"\u003eB Corporation\u003c/a\u003e since 2011, making it the first coffee roaster in California with the certification. All of this information is clearly communicated on its website, from its homepage to an entire page dedicated to impact. \u003c/p\u003e\n\u003cp\u003eBy creating high-quality roasts, fostering a great culture at its cafés, and stepping up to bring change to the coffee industry, Equator found its product-market fit and answers the seminal question, “Why buy coffee from \u003cem\u003eyou?”\u003c/em\u003e\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe inside of one of Equator’s cafés, at Proof Lab in Mill Valley, California. \u003cem\u003eEquator Coffees\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e📚Read more: \u003c/strong\u003e\u003ca href=\"https://www.shopify.com/blog/product-market-fit\"\u003eThe Key to Fast Growth is Achieving Product-Market Fit\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003ch4 id=\"7\"\u003e3. Consider your audience\u003c/h4\u003e\n\u003cp\u003eYou can have the best product photography and website design, compelling copy, and incredible products, but if you’re marketing to the wrong audience—or worse, to everyone—you risk failing to grow. \u003c/p\u003e\n\u003cp\u003e“If you understand who this group of people is and what set of experiences they have,” says marketing expert Ezra Firestone, “you can relate to them through shared experiences.” \u003c/p\u003e\n\u003cp\u003eSo, \u003ca href=\"https://www.shopify.com/blog/target-audience\"\u003ewho is your target audience\u003c/a\u003e? You can establish this by doing both qualitative and quantitative research. \u003c/p\u003e\n\u003ch5\u003eDo qualitative research to uncover your target audience:\u003c/h5\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eDo a competitive analysis. \u003c/strong\u003eDo a deep dive into the target audience of your competitors. What social media channels are they most active on? What group is their \u003ca href=\"https://www.shopify.com/blog/brand-voice\"\u003ebrand voice\u003c/a\u003e sure to resonate with most? How do they talk about their products? \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConduct research interviews.\u003c/strong\u003e As you parse through your competitive analysis, reach out to a group of people who either follow or engage with your competitor on social media and ask them to do an interview with you. Chat about why they made that purchase, if it satisfied what they were looking for, and what would improve the product. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eRun surveys.\u003c/strong\u003e Using a tool like Survey Monkey, ask questions about what people are interested in, their hobbies, where they live, how much money they make, and what they do for a living. You can also partner with a company like \u003ca href=\"https://www.forrester.com/bold\"\u003eForrester\u003c/a\u003e, which can conduct broader industry research on your behalf. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eMeet people IRL and have conversations. \u003c/strong\u003eSometimes, a table at your local farmers market or a booth at a street fair is the best way to get to know your audience. This allows you to have casual conversations with the people who visit your table, where you can ask them what they’re looking for if they do \u003cem\u003eand\u003c/em\u003e don’t make a purchase from you.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch5\u003eDo quantitative research to understand your target audience: \u003c/h5\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eUse a tool like Google Analytics to grab demographic data.\u003c/strong\u003e Google Analytics can give you further insights into the demographic data of your target audience. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eReview purchase information. \u003c/strong\u003eOnce you get a few sales, take a look at how much customers spend, where they’re buying from, and what they buy.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConduct industry research. \u003c/strong\u003eReview research reports from sites like \u003ca href=\"https://global.nielsen.com/global/en/\"\u003eNeilsen\u003c/a\u003e, \u003ca href=\"https://www.forrester.com/bold\"\u003eForrester\u003c/a\u003e, or \u003ca href=\"https://www.pewresearch.org/\"\u003ePew Research\u003c/a\u003e on consumer behavior and trends. You can also check out \u003ca href=\"https://trends.google.com/trends/\"\u003eGoogle Trends\u003c/a\u003e, which shows reports of the rise and fall of the popularity of different items since 2004. \u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe analogy “fish where the fish are” applies to concentrating early marketing efforts on the communities and channels where your target audience hangs out. \u003ca href=\"https://unsplash.com/@vidarnm?utm_source=unsplash\u0026amp;utm_medium=referral\u0026amp;utm_content=creditCopyText\"\u003e\u003cem\u003eVidar Nordli-Mathisen\u003c/em\u003e\u003c/a\u003e\u003cem\u003e on \u003c/em\u003e\u003ca href=\"https://unsplash.com/s/photos/fishing?utm_source=unsplash\u0026amp;utm_medium=referral\u0026amp;utm_content=creditCopyText\"\u003e\u003cem\u003eUnsplash\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eNow that you have a deeper understanding of who your target audience is, it’s time to uncover where they hang out online. \u003c/p\u003e\n\u003cp\u003eYou wouldn’t cast a line into a pond that’s empty of fish. Similarly, you don’t want to invest time and resources into building a TikTok following when your target audience exists in Facebook groups. \u003c/p\u003e\n\u003cp\u003e“In the absence of being able to leverage paid media,” says Taylor, “you need to go fish in the ponds where your customer already exists and you've got to go make yourself a part of those communities and build relationships there.” We’ll dive deeper into this idea in the second phase below. \u003c/p\u003e\n\u003ch5\u003eDevelop your marketing content to match audience needs\u003c/h5\u003e\n\u003cp\u003eAs you build out your actual pieces of marketing content, Ezra recommends approaching it with a different perspective. Rather than focusing on simply making sales, think about who you’re talking to, why you’re talking to them, and what you have to say to them that's meaningful. \u003c/p\u003e\n\u003cp\u003eYour marketing assets (think social media posts, emails, paid ads, blog posts, YouTube content, etc.) should be informed by the narrative of who these people are, what's valuable to them, and how you’re helping to solve one of their problems, Ezra says. \u003c/p\u003e\n\u003ch3\u003e\u003c/h3\u003e\n\u003chr\u003e\u003ccenter\u003e\n\u003ch3\u003eReady to create your business? Start your free trial of Shopify—no credit card required.\u003c/h3\u003e\n\u003cdiv data-signup=\"\"\u003e\u003c/div\u003e\n\u003c/center\u003e\u003chr\u003e\n\u003ch3\u003eRun: Steps 4 - 5 \u003c/h3\u003e\n\u003cp\u003eYou’ve done the foundational work. Now, it’s time to build out your acquisition (how you’ll get new customers to your shop) and retention (how you’ll keep customers coming back) strategies.\u003c/p\u003e\n\u003ch4 id=\"8\"\u003e4. Acquire new customers with an antifragile mindset \u003c/h4\u003e\n\u003cp\u003eTaylor Holiday introduced the idea of \u003ca href=\"https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce\"\u003e\u003cstrong\u003eantifragile ecommerce\u003c/strong\u003e\u003c/a\u003e in a deep dive article on the topic. The idea is that you build your business in ways that make it grow stronger in the face of chaos—you’ll win more market share if you can succeed while others topple due to lack of a solid foundation. \u003c/p\u003e\n\u003ch5\u003eGrow your organic traffic before spending money on paid ads \u003c/h5\u003e\n\u003cp\u003eThe amount of money you put into paid advertising really depends on the makeup of your business. But Taylor says that you’re better off starting with an organic, rather than a paid, approach. If you kick off with a paid approach, he says, you’ll spend money to produce non-predictable outcomes. \u003c/p\u003e\n\u003cp\u003e“To take your precious few dollars and shake the dice and roll them into that system is potentially a really, really difficult way to grow,” says Taylor. \u003c/p\u003e\n\u003cp\u003eInstead, for your first few hundred sales, direct message as many people as you can on social media channels and introduce your product to them. Find Facebook communities, introduce yourself, and share your product. Email your friends and family. \u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003eYou can’t fast forward trust. You can’t fast forward authenticity.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eTaylor Holiday\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003cp\u003e“The good work of your first hundred to a thousand customers has to come from that,” says Taylor. “And it’ll build a foundation, too, which will actually enable you to effectively use paid media.” \u003c/p\u003e\n\u003cp\u003eAmy Robertson, co-founder of \u003ca href=\"https://friendsoffriendshat.co/\"\u003eFriends of Friends Hat Co.\u003c/a\u003e, feels similarly. “Start small and lean on growing organically. Patience is key,” she says. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eFriends of Friends Hat Co. advocates for a slower, organic strategy, rather than overspending early on. \u003cem\u003eFriends of Friends Hat Co.\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThis tactic works in practice: many brands have found success in starting and growing organically before turning to paid media. In a recent installment of his \u003ca href=\"https://nik.co/email\"\u003eemail newsletter\u003c/a\u003e, Nik Sharma shared that brands like Haus, Kettle and Fire, and Poo~Pourri started with an organic strategy before pivoting to paid.\u003c/p\u003e\n\u003cp\u003e“Haus is a great example. For the first year-ish of the company's existence, they didn't spend a dollar on paid marketing. They spent all their efforts on building FOMO (so you want to try it out), and then creating a world-class experience, driven by the product (so that you post or talk about it), which creates a flywheel that has a ripple effect going out from each customer,” he wrote.\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eHaus started with an organic marketing strategy to build hype and fear of missing out. \u003cem\u003eHaus\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eRemember that once you do start spending money on paid advertising, it doesn’t mean that you should stop your organic efforts. Paid marketing and organic, owned marketing go hand and hand, chicken-and-egg style, says Ben. You need paid marketing to get people to your site, but once people are there, you need to capture their information to re-engage with them. \u003c/p\u003e\n\u003cp\u003e“If it works, paid media is so effective. The key is to understand \u003cem\u003ewhat\u003c/em\u003e the tool is and \u003cem\u003ewhen\u003c/em\u003e it serves you,” says Taylor. It’s a tool in your belt, but it’s never meant to replace the actual relationship-building that you need to do in order to spread organically. “You can’t fast forward trust. You can’t fast forward authenticity,” he says. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Key takeaway: \u003c/strong\u003eBuild an organic strategy before adding paid ads into the mix. \u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eFind online communities and build relationships with them \u003c/h5\u003e\n\u003cp\u003eYou might be wondering what marketing channels you should build your strategy on. The answer is that it all depends on your business model, the products you sell, and your target audience. Email marketing is a great always-on channel for any business. But in the early days, while you’re trying to make your first few sales, you likely won’t have many emails yet. \u003c/p\u003e\n\u003cp\u003eThrough the audience research that you did during the calibrate phase, you should have a strong idea of the channels your target audience hangs out on. Are they active in Facebook groups, Slack communities, blogs, TikTok, Instagram, LinkedIn, YouTube, Reddit? \u003c/p\u003e\n\u003cp\u003eNow, it’s time to choose your marketing channels based on where your customers are, and build hype around your products and trust in your business organically.\u003c/p\u003e\n\u003cp\u003e“The two biggest influences on purchase decisions are price and a recommendation from somebody we trust,” says Taylor, who also co-founded silicone wedding ring business \u003ca href=\"https://qalo.com/\"\u003eQALO\u003c/a\u003e.\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe QALO team built relationships with leaders in the communities where their target audience hangs out online. \u003cem\u003eQALO\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe QALO team first did audience research by going to meet the people who lived a lifestyle where wearing a silicone ring made sense. They spoke with firefighters and police officers and visited Crossfit gyms. Their first partnership came out of meeting one woman in person who ran a blog called Firefighter Wives, an aggregated community of wives of firefighters who hung out together.\u003c/p\u003e\n\u003cp\u003eBecause the team built trust with her, she drove referral traffic to the QALO website by writing about the business on her blog. This is the type of community and relationship building that you need to do early on. \u003c/p\u003e\n\u003cp\u003e“It’s your friends, it’s the people that you’ve followed for a long time that have a voice that you’ve seen consistently deliver valuable information to you,” says Taylor. “That’s who you want to hear from. And so it goes back to the firefighter wife for us. She has a network of women who really trust her.” \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Key takeaway: \u003c/strong\u003eFind niche communities, build trust, and get in on the conversation.\u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eCreate marketing content that adds value\u003c/h5\u003e\n\u003cp\u003eAs you have these on-the-ground conversations, it’s time to start developing your marketing content. These are assets, like emails, social media posts, YouTube videos, etc., that your prospective customers will engage with online. \u003c/p\u003e\n\u003cp\u003eBen suggests thinking about \u003cem\u003ehow\u003c/em\u003e these individual pieces of content add value to someone's day. That might be entertainment, information, or something that makes them smile. \u003c/p\u003e\n\u003cp\u003e”What’s the thing that’s going to create conversation?” asks Ben. “The thing that creates conversation is what, in every social algorithm, is going to get more people to see your content.” \u003c/p\u003e\n\u003cp\u003eIt sounds simple, but reframing the way you think about and create content will help it be more compelling for your audience over time. \u003c/p\u003e\n\u003cp\u003eFor example, San Francisco–based watercolor store \u003ca href=\"https://www.caseformaking.com/\"\u003eCase for Making\u003c/a\u003e uses Instagram to share new product announcements, recent watercolor creations, and updates on its watercolor classes. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eCase for Making\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe team just launched a new Instagram Live lunch club on Thursdays, where they share behind-the-scenes sneak peeks and process demos, or simply sit with folks to chat and paint something new. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eCase for Making\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e🧠 Brainstorm: \u003c/strong\u003eWhat kind of content do you love to see online? What do you engage with? What gets your attention? What do you share with friends? What kind of content makes sense for your target audience? \u003c/p\u003e\n\u003c/div\u003e\n\u003ch4 id=\"9\"\u003e5. Boost retention\u003c/h4\u003e\n\u003cp\u003eRetaining customers is much cheaper, and significantly easier, than acquiring new ones. Aside from building trust through community outreach and word of mouth, building long-term trust with non-customers and customers alike is what will keep them coming back. \u003c/p\u003e\n\u003ch5\u003eCraft enticing email marketing campaigns\u003c/h5\u003e\n\u003cp\u003eBefore you can build expert email campaigns and write catchy subject lines, you need to build up your email list. Ben recommends giving people an incentive to join your email and SMS lists, whether that’s a discount or something else that really adds value to your customers. Think about things like free shipping, a percent discount, buy one get one, early access to sales, exclusive access to products, or free gift with purchase.\u003c/p\u003e\n\u003cp\u003eNow, once you’ve got their information and then once they’ve made their first purchase, Ben recommends putting together a post-purchase email flow. This is your opportunity to provide a coupon code for a future purchase, ask for feedback and reviews, and acquire user-generated content. \u003c/p\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://atlaspetcompany.com/\"\u003eAtlas Pet Company\u003c/a\u003e sends an email a couple days after a purchase gets delivered. Leave a review and a photo of your pup wearing their new harness, collar, or leash and get $10 off your next order. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eAtlas Pet Co\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eSimilarly, \u003ca href=\"https://bossybeauty.com/\"\u003eBossy Cosmetics\u003c/a\u003e shares a code for free shipping on your next order. But the brand also sends a follow-up email asking customers to share photos in their new makeup across social media. User-generated content is \u003cem\u003einvaluable\u003c/em\u003e as you set out to acquire new customers because it builds trust and lets people see what your products look like IRL. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eBossy Cosmetics\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eIf you sell products that people might buy only once, like a high-end leather wallet or air purifier, your follow-up email campaigns are going to look very different. Instead of sharing an offer, Ben suggests providing further education around the products they just purchased. \u003c/p\u003e\n\u003cp\u003eAlso effective, he says, is sending a steady stream of content over time. The goal of your post-purchase emails is to convince customers to come back to you for educational information about your items. For the leather wallet, this might be information on extending the longevity of the item. For the air purifier, it might include further education on the pollutants in our air, what causes them, and what you can do to help. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e💬 Learn more: \u003c/strong\u003e\u003ca href=\"https://www.shopify.com/blog/how-to-market-a-product\"\u003eRethinking Acquisition: How to Market a Product to Your Existing Customers\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eCreate a loyalty program\u003c/h5\u003e\n\u003cp\u003eThere’s a local grocery store with a cult following in a little surf town outside of San Diego. It’s grown a reputation for its burgundy tri-tip, a mouth-watering hunk of meat locals love to serve up on tacos or sliders on warm San Diego days. It’s a spot folks frequent for lunch, since its prepared food section rivals even the biggest, best Whole Foods. \u003c/p\u003e\n\u003cp\u003eThe market implemented a \u003ca href=\"https://www.shopify.com/blog/loyalty-program\"\u003eloyalty program\u003c/a\u003e where frequent shoppers can earn cash toward their groceries by scanning in every time they shop. \u003c/p\u003e\n\u003cp\u003eThis is how it works: \u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eSpend $1–$300 a month and earn 1% of total purchases\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpend $301–$500 a month and earn 2% of total purchases \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpend $501+ a month and earn 3% of total purchases \u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe market mails reward checks twice per year, so long as the amount is over $10. Customers make purchases and earn rewards—there’s an incentive (other than the delicious wares) to return. \u003c/p\u003e\n\u003cp\u003eSimilarly, \u003ca href=\"https://girlfriend.com/\"\u003eGirlfriend Collective\u003c/a\u003e, an athleisure wear brand that sells sustainable clothing, has a loyalty program based on customer lifetime value. The more a customer spends in total at the shop, the more perks they earn, like free shipping, early access to product drops, and free returns. \u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eGirlfriend Collective\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThese programs gamify commerce and offer incentives to bring customers back. The amount of money you’ll lose on shipping, for example, pays off in spades when an existing customer makes another purchase. Why? Because you didn’t have to spend money acquiring someone new.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003e🎉Pro tip: \u003c/strong\u003eDrew Sanocki’s \u003ca href=\"https://www.shopify.com/learn/course/the-three-multiplier-framework\"\u003eThe Three Multiplier Framework\u003c/a\u003e is a great course on the Shopify Learn platform for learning about retention. Drew approaches winning customers back with tips for raising purchase frequency (F), increasing customers’ \u003ca href=\"/blog/average-order-value\" target=\"_blank\"\u003eaverage order value\u003c/a\u003e (AOV), and increasing the total number of customers coming to your store (C). \u003c/p\u003e\n\u003c/div\u003e\n\u003ch2\u003eBuild a marketing strategy founded on resilience\u003c/h2\u003e\n\u003cp\u003eMarketing in ecommerce is extremely hard. It’s not always a linear journey, and it takes trial and error to get it right. If you’re struggling to find marketing that works for your business, go back to the beginning. Return to those first couple of people who invested in your business and have another conversation with them. What do they want to see from you in the future? What got them excited about your brand in the first place? Their insight can help you restructure your marketing efforts in a way that better serves your audience. \u003c/p\u003e\n\u003cp\u003eIf it feels like things are moving slowly, that’s OK. An antifragile approach to ecommerce marketing is meant to take a while. The longer you spend building your foundation, the better prepared your brand is to grow and thrive for the long term.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eMarketing Strategy FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is meant by marketing strategy?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eMarketing strategy is a plan of action that a business uses to market its products and services in order to achieve its goals. It includes activities such as researching and analyzing the target audience, identifying the most appropriate channels and tactics to reach them, and deciding on the most effective ways to communicate the company’s message.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the 4 \u003ca href=\"/blog/types-marketing\" target=\"_blank\"\u003etypes of marketing\u003c/a\u003e strategies?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003eProduct/Service Strategy: Focusing on product features, quality, and value to attract customers.\u003c/li\u003e\n\u003cli\u003ePricing Strategy: Setting prices that are competitive with the marketplace and align with the company’s goals.\u003c/li\u003e\n\u003cli\u003ePromotion Strategy: Creating an effective mix of advertising, public relations, sales, and other forms of communication to reach customers.\u003c/li\u003e\n\u003cli\u003eDistribution Strategy: Establishing the channels needed to get products or services to customers.\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a marketing strategy example?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003ePromotions: Develop a promotional plan that includes advertising campaigns, special offers, and discounts.\u003c/li\u003e\n\u003cli\u003ePublic Relations: Leverage public relations to create awareness and excitement around your brand.\u003c/li\u003e\n\u003cli\u003eDigital Marketing: Develop an effective \u003ca href=\"/blog/digital-marketing-strategy\" target=\"_blank\"\u003edigital marketing strategy\u003c/a\u003e that includes SEO, PPC, and social media campaigns.\u003c/li\u003e\n\u003cli\u003eContent Marketing: Create content that engages your target audience and establishes your expertise in the industry.\u003c/li\u003e\n\u003cli\u003eOffline Marketing: Develop an offline marketing strategy to reach potential customers and build relationships with current ones.\u003c/li\u003e\n\u003cli\u003eEvents: Organize or sponsor events to promote your brand and build relationships with customers.\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"As you develop your marketing strategy, you might feel lost in a sea of best practices. We simplify this huge topic into a digestible guide full of insights from top marketing experts.","excerptHtml":"\u003cp\u003e\u003ca href=\"https://www.shopify.com/blog/marketing-strategy\" target=\"_blank\" title=\"The 5-Step Marketing Strategy to Grow Your Business\" rel=\"noopener noreferrer\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/marketing-strategy-header.jpg?v=1645637613\" alt=\"A blue shoe on a yellow background next to text that reads, marketing strategies that fir your product\"\u003e\u003c/a\u003eAs you develop your marketing strategy, you might feel lost in a sea of best practices. We simplify this huge topic into a digestible guide full of insights from top marketing experts.\u003c/p\u003e","seo":{"__typename":"SEO","title":"The 5 Step Marketing Strategy To Grow Your Business","description":"A marketing strategy is the approach a business uses to acquire and convert customers. Experts weigh in on how to build yours."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/marketing-strategy\",\"en-GB\":\"https://www.shopify.com/uk/blog/marketing-strategy\",\"en-AU\":\"https://www.shopify.com/au/blog/marketing-strategy\",\"en-ID\":\"https://www.shopify.com/id/blog/marketing-strategy\",\"en-NZ\":\"https://www.shopify.com/nz/blog/marketing-strategy\",\"en-ZA\":\"https://www.shopify.com/za/blog/marketing-strategy\",\"en-NG\":\"https://www.shopify.com/ng/blog/marketing-strategy\",\"en-PH\":\"https://www.shopify.com/ph/blog/marketing-strategy\",\"en-SG\":\"https://www.shopify.com/sg/blog/marketing-strategy\",\"en-HK\":\"https://www.shopify.com/hk/blog/marketing-strategy\",\"en-IE\":\"https://www.shopify.com/ie/blog/marketing-strategy\",\"en-MY\":\"https://www.shopify.com/my/blog/marketing-strategy\",\"it\":\"https://www.shopify.com/it/blog/strategia-di-marketing\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"How to Scale Your Small Business in 6 Steps\",\"url\":\"blog/how-to-scale-small-business\"},{\"title\":\"How to Create a Hype-worthy Product Launch\",\"url\":\"blog/product-launch\"},{\"title\":\"Etsy and Shopify- How Three Makers Used Both to Grow Their Businesses\",\"url\":\"blog/etsy-and-shopify\"},{\"title\":\"The Ultimate Guide To Dropshipping (2024)\",\"url\":\"blog/dropshipping-guide\"},{\"title\":\"How to Sell on Facebook Marketplace and Facebook Shops in 2024\",\"url\":\"blog/sell-on-facebook\"},{\"title\":\"How To Source Products To Sell Online\",\"url\":\"blog/product-sourcing-apps\"},{\"title\":\"How to Build a Marketing Calendar that Actually Works\",\"url\":\"blog/marketing-calendar\"},{\"title\":\"How to Start a Blogging Business in 2024 (Beginner's Guide)\",\"url\":\"blog/how-to-start-a-blog\"},{\"title\":\"The Basics of Building an Integrated Marketing Strategy\",\"url\":\"blog/integrated-marketing\"},{\"title\":\"Marketing Objectives- How to Set Good Marketing Objectives\",\"url\":\"blog/marketing-objectives\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing-strategy-header.jpg?v=1729111026","imageAltText":"A blue shoe on a yellow background next to text that reads, marketing strategies that fir your product","imageClass":"","modifiedAt":"9 Mar 2022","modifiedAtRaw":"2022-03-09T23:00:00Z"},"metaDescription":"A marketing strategy is the approach a business uses to acquire and convert customers. Experts weigh in on how to build yours.","contentHtml":"\u003cp\u003e“We can be deceived into thinking the present state will last forever,” says Taylor Holiday, the Managing Partner of Common Thread Collective, an agency built around helping your \u003ca href=\"/au/blog/ecommerce-business-blueprint\"\u003eecommerce business\u003c/a\u003e grow. As “pioneers of the moment,” it’s too easy to lean on one high performing channel for business growth. But if that one channel were to disappear—would your business survive?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWhat if you could create a marketing strategy that breeds resilience and helps you grow stronger in the midst of chaos?\u003c/p\u003e\n\u003cp\u003eThis is what Taylor calls an “antifragile” approach to marketing: rather than resisting change or becoming brittle, the businesses built on more solid foundations will grow when competitors don’t.\u003c/p\u003e\n\u003cp\u003eAs you develop your own marketing strategy, you might feel lost in a sea of best practices and suggested tactics. Our goal is to simplify this huge topic into a digestible guide full of insights from top marketing experts. We’ll include only what you need to know—instead of a list of tactics to try.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\"\u003e\n\u003cp class=\"heading--4\"\u003eAt a glance\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#1\"\u003eMeet the experts\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#2\"\u003eWhy do you need a marketing strategy?\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#3\"\u003eWhat’s the difference between a marketing strategy and a marketing funnel?\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#4\"\u003eHow\u0026nbsp;to create a marketing strategy that works\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#5\"\u003eStep 1: Build a stellar website\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#6\"\u003eStep 2: Define your product market fit\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#7\"\u003eStep 3: Consider your audience\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#8\"\u003eStep 4: Acquire new customers with an antifragile mindset\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"#9\"\u003eStep 5: Boost retention\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eMeet the experts\u0026nbsp;\u003c/h2\u003e\n\n\u003cp\u003e\u003ca href=\"https://twitter.com/ezrafirestone\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003eEzra Firestone\u003c/strong\u003e\u003c/a\u003e, founder of Smart Marketer and co-founder and CEO of BOOM! by Cindy Joseph. Ezra’s expertise in marketing stems from his own tried and true digital marketing experience, which informs the courses taught at his company, Smart Marketer.\u0026nbsp;\u003c/p\u003e\n\n\u003cp\u003e\u003ca href=\"https://benzettler.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003eBen Zettler\u003c/strong\u003e\u003c/a\u003e, Shopify Expert and Shopify Partner. Ben has helped more than 250 businesses grow and thrive with his strategic expertise.\u0026nbsp;\u003cbr\u003e\u003ca href=\"https://twitter.com/TaylorHoliday\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003e\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\n\u003cp\u003e\u003ca href=\"https://twitter.com/TaylorHoliday\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003eTaylor Holiday\u003c/strong\u003e\u003c/a\u003e, Managing Partner of Common Thread Collective. Taylor introduced the idea of antifragile ecommerce and supports entrepreneurs in reaching their dreams through his work at Common Thread Collective.\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\u003c/ul\u003e\n\u003ch2 id=\"2\"\u003eWhy do you need a marketing strategy?\u003c/h2\u003e\n\u003cp\u003eA marketing strategy is the overarching approach a business uses to attract customers. Within a marketing strategy, businesses will use different tactics—like organic and paid marketing—across channels like email, social, or SMS.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWithout a marketing strategy, businesses can fall into a situation where they try many different tactics that don’t work together. This type of haphazard approach can leave you spending a ton of money and time on things that aren’t bringing in new customers.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eA clear, cohesive marketing strategy addresses how you’ll plug the holes, what you’ll do when things don’t work, and how you’ll adapt.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eWhat’s the difference between a marketing strategy and a marketing funnel?\u003c/h2\u003e\n\u003cp\u003eA \u003ca href=\"/au/blog/marketing-funnel\"\u003emarketing funnel\u003c/a\u003e acts as a roadmap of the customer journey. It outlines the different stages people go through on the road to becoming a first-time and repeat customer. It visually represents your approach and outlines the different activities and tactics that you’ll use at each stage. If a marketing funnel is \u003cem\u003ewhat\u003c/em\u003e people do at each stage of the buying journey, then a marketing strategy is \u003cem\u003ehow\u003c/em\u003e people move from one step in the funnel to the next.\u003c/p\u003e\n\u003cp\u003eLaying out your customer journey in the form of a marketing funnel can encourage more meaningful growth, help develop better customer relationships, and help you better understand your purchase cycle. A powerful marketing strategy works hand in hand with a clearly outlined marketing funnel—one that includes your approach to acquisition and awareness, consideration, conversion, and loyalty.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003eDefining the marketing funnel\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eAcquisition and awareness: \u003c/strong\u003eThe broadest part of the marketing funnel contains anyone who hears about your product and business. These are new people who don’t know much about you yet.\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\n\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConsideration:\u003c/strong\u003e The people in this part of the funnel are seriously considering making a purchase from you. They are in the information-gathering phase and might seek opinions from friends, others on social media, or directly from your website.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConversion:\u003c/strong\u003e The people in this bucket are ready to make or have made a purchase.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eLoyalty:\u003c/strong\u003e How do you get customers to come back around? The loyalty part of the funnel contains those you’re trying to sell to \u003cem\u003eagain.\u003c/em\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eMarketing funnels act as roadmaps of the journey someone takes to becoming a customer. A marketing strategy, on the other hand, details how you move people from one step of the funnel to the next.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch2 id=\"4\"\u003eHow to build a marketing strategy that works\u003c/h2\u003e\n\u003cp\u003eMarketing a small business can be challenging, especially with the vast amount of routes you can take.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThat’s why we’ve broken things down into two distinct phases: \u003cstrong\u003ecalibrate\u003c/strong\u003e and \u003cstrong\u003erun\u003c/strong\u003e. During the calibration phase, you’ll establish key components like your website, your “why,” product-market fit, target audience, and your audience’s needs. During the run phase, you’ll start building relationships, gaining trust, and pulling organic and paid levers to make sales and grow your business.\u0026nbsp;\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e\n\u003cp\u003eWould you buy something from your website? If you cannot answer that question with a resounding yes, then you’ve got a problem.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eBen Zettler\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003ch3\u003eCalibrate: Steps 1 - 3\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eBefore you turn on the heat, the exercises in the calibrate phase ensure that you’re presenting your business in a way that is compelling to prospective customers.\u003c/p\u003e\n\u003ch4 id=\"5\"\u003e1. Build a stellar website\u003c/h4\u003e\n\u003cp\u003e“The question that I ask before even thinking about email or advertising or social media is, ‘Would you buy something from your website?’” says Shopify Expert Ben Zettler. “If you cannot answer that question with a resounding yes, then you’ve got a problem.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBuilding a great website is the first step in finding a marketing strategy that works. Website quality, user experience, checkout functionality, product information, design, and product photos—it all contributes to how someone feels about your brand, and the trust they put in you as a company.\u0026nbsp;\u003c/p\u003e\n\u003cdiv data-guide=\"design\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif\" data-component-name=\"blog-CTA-design\"\u003e\u003c/div\u003e\n\u003cp\u003eIf you’re on Shopify, we have a \u003ca href=\"https://themes.shopify.com\"\u003ehuge selection of themes\u003c/a\u003e that can make your website look sleek from the get-go. You can also chat with a \u003ca href=\"https://experts.shopify.com\"\u003eShopify Expert\u003c/a\u003e like Ben to get one-on-one advice.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e📌\u003c/strong\u003e\u003cstrong\u003eResources\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/au/blog/build-a-website\"\u003eHow to Build a Website From Scratch: A 9-Step Quickstart Guide for Beginners\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/au/blog/best-website-design\"\u003eThe 25 Best Website Designs—and the Creative Businesses That Power Them\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/au/blog/website-template-quiz\"\u003eHow Do You Pick the Best Theme For Your Online Store? Take Our Quiz\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch4 id=\"6\"\u003e2. Define your product-market fit\u003c/h4\u003e\n\u003cp\u003eOnce someone lands on your website, how clearly do you communicate the problem that your product solves? Ben recommends thinking through the following questions:\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eWhat is the “why?” of the products you sell?\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eWhat problem does your product solve? Are you filling a gap in a market, making something better than your competitors, or solving a critical need that hasn’t been met?\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eWhy should somebody buy from you over a competitor? What makes your products better?\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThis is the very beginning of establishing a product-market fit for your business. While the best way to prove your product-market fit is to make actual sales, walking through this process will help you establish the messaging you’ll use on your website. This is the copy that will take mainstage on your homepage, product pages, and \u003ca href=\"/au/blog/landing-page-design\"\u003elanding pages\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e\n\u003cp\u003eIf you understand who this group of people is and what set of experiences they have, you can relate to them through shared experiences.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eEzra Firestone\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://www.equatorcoffees.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eEquator Coffees\u003c/a\u003e found product-market fit by crafting amazing coffee \u003cem\u003eand \u003c/em\u003eby doing great things for the global coffee community. Equator has been a certified \u003ca href=\"/au/blog/what-is-b-corporation\" target=\"_blank\"\u003eB Corporation\u003c/a\u003e since 2011, making it the first coffee roaster in California with the certification. All of this information is clearly communicated on its website, from its homepage to an entire page dedicated to impact.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBy creating high-quality roasts, fostering a great culture at its cafés, and stepping up to bring change to the coffee industry, Equator found its product-market fit and answers the seminal question, “Why buy coffee from \u003cem\u003eyou?”\u003c/em\u003e\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe inside of one of Equator’s cafés, at Proof Lab in Mill Valley, California. \u003cem\u003eEquator Coffees\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e📚Read more:\u0026nbsp;\u003c/strong\u003e\u003ca href=\"/au/blog/product-market-fit\"\u003eThe Key to Fast Growth is Achieving Product-Market Fit\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003ch4 id=\"7\"\u003e3. Consider your audience\u003c/h4\u003e\n\u003cp\u003eYou can have the best product photography and website design, compelling copy, and incredible products, but if you’re marketing to the wrong audience—or worse, to everyone—you risk failing to grow.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“If you understand who this group of people is and what set of experiences they have,” says marketing expert Ezra Firestone, “you can relate to them through shared experiences.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eSo, \u003ca href=\"/au/blog/target-audience\"\u003ewho is your target audience\u003c/a\u003e? You can establish this by doing both qualitative and quantitative research.\u0026nbsp;\u003c/p\u003e\n\u003ch5\u003eDo qualitative research to uncover your target audience:\u003c/h5\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eDo a competitive analysis. \u003c/strong\u003eDo a deep dive into the target audience of your competitors. What social media channels are they most active on? What group is their \u003ca href=\"/au/blog/brand-voice\"\u003ebrand voice\u003c/a\u003e sure to resonate with most? How do they talk about their products?\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConduct research interviews.\u003c/strong\u003e As you parse through your competitive analysis, reach out to a group of people who either follow or engage with your competitor on social media and ask them to do an interview with you. Chat about why they made that purchase, if it satisfied what they were looking for, and what would improve the product.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eRun surveys.\u003c/strong\u003e Using a tool like Survey Monkey, ask questions about what people are interested in, their hobbies, where they live, how much money they make, and what they do for a living. You can also partner with a company like \u003ca href=\"https://www.forrester.com/bold\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eForrester\u003c/a\u003e, which can conduct broader industry research on your behalf.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eMeet people IRL and have conversations. \u003c/strong\u003eSometimes, a table at your local farmers market or a booth at a street fair is the best way to get to know your audience. This allows you to have casual conversations with the people who visit your table, where you can ask them what they’re looking for if they do \u003cem\u003eand\u003c/em\u003e don’t make a purchase from you.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch5\u003eDo quantitative research to understand your target audience:\u0026nbsp;\u003c/h5\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eUse a tool like Google Analytics to grab demographic data.\u003c/strong\u003e Google Analytics can give you further insights into the demographic data of your target audience.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eReview purchase information. \u003c/strong\u003eOnce you get a few sales, take a look at how much customers spend, where they’re buying from, and what they buy.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eConduct industry research. \u003c/strong\u003eReview research reports from sites like \u003ca href=\"https://global.nielsen.com/global/en/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eNeilsen\u003c/a\u003e, \u003ca href=\"https://www.forrester.com/bold\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eForrester\u003c/a\u003e, or \u003ca href=\"https://www.pewresearch.org/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ePew Research\u003c/a\u003e on consumer behavior and trends. You can also check out \u003ca href=\"https://trends.google.com/trends/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eGoogle Trends\u003c/a\u003e, which shows reports of the rise and fall of the popularity of different items since 2004.\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe analogy “fish where the fish are” applies to concentrating early marketing efforts on the communities and channels where your target audience hangs out. \u003ca href=\"https://unsplash.com/@vidarnm?utm_source=unsplash\u0026amp;utm_medium=referral\u0026amp;utm_content=creditCopyText\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eVidar Nordli-Mathisen\u003c/em\u003e\u003c/a\u003e\u003cem\u003e on\u0026nbsp;\u003c/em\u003e\u003ca href=\"https://unsplash.com/s/photos/fishing?utm_source=unsplash\u0026amp;utm_medium=referral\u0026amp;utm_content=creditCopyText\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eUnsplash\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eNow that you have a deeper understanding of who your target audience is, it’s time to uncover where they hang out online.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eYou wouldn’t cast a line into a pond that’s empty of fish. Similarly, you don’t want to invest time and resources into building a TikTok following when your target audience exists in Facebook groups.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“In the absence of being able to leverage paid media,” says Taylor, “you need to go fish in the ponds where your customer already exists and you've got to go make yourself a part of those communities and build relationships there.” We’ll dive deeper into this idea in the second phase below.\u0026nbsp;\u003c/p\u003e\n\u003ch5\u003eDevelop your marketing content to match audience needs\u003c/h5\u003e\n\u003cp\u003eAs you build out your actual pieces of marketing content, Ezra recommends approaching it with a different perspective. Rather than focusing on simply making sales, think about who you’re talking to, why you’re talking to them, and what you have to say to them that's meaningful.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eYour marketing assets (think social media posts, emails, paid ads, blog posts, YouTube content, etc.) should be informed by the narrative of who these people are, what's valuable to them, and how you’re helping to solve one of their problems, Ezra says.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003e\u003c/h3\u003e\n\n\u003ch3\u003eRun: Steps 4 - 5\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eYou’ve done the foundational work. Now, it’s time to build out your acquisition (how you’ll get new customers to your shop) and retention (how you’ll keep customers coming back) strategies.\u003c/p\u003e\n\u003ch4 id=\"8\"\u003e4. Acquire new customers with an antifragile mindset\u0026nbsp;\u003c/h4\u003e\n\u003cp\u003eTaylor Holiday introduced the idea of \u003ca href=\"https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003eantifragile ecommerce\u003c/strong\u003e\u003c/a\u003e in a deep dive article on the topic. The idea is that you build your business in ways that make it grow stronger in the face of chaos—you’ll win more market share if you can succeed while others topple due to lack of a solid foundation.\u0026nbsp;\u003c/p\u003e\n\u003ch5\u003eGrow your organic traffic before spending money on paid ads\u0026nbsp;\u003c/h5\u003e\n\u003cp\u003eThe amount of money you put into paid advertising really depends on the makeup of your business. But Taylor says that you’re better off starting with an organic, rather than a paid, approach. If you kick off with a paid approach, he says, you’ll spend money to produce non-predictable outcomes.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“To take your precious few dollars and shake the dice and roll them into that system is potentially a really, really difficult way to grow,” says Taylor.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eInstead, for your first few hundred sales, direct message as many people as you can on social media channels and introduce your product to them. Find Facebook communities, introduce yourself, and share your product. Email your friends and family.\u0026nbsp;\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e\n\u003cp\u003eYou can’t fast forward trust. You can’t fast forward authenticity.\u003c/p\u003e\n\u003cfooter\u003e\u003ccite\u003eTaylor Holiday\u003c/cite\u003e\u003c/footer\u003e\n\u003c/blockquote\u003e\n\u003cp\u003e“The good work of your first hundred to a thousand customers has to come from that,” says Taylor. “And it’ll build a foundation, too, which will actually enable you to effectively use paid media.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAmy Robertson, co-founder of \u003ca href=\"https://friendsoffriendshat.co/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eFriends of Friends Hat Co.\u003c/a\u003e, feels similarly. “Start small and lean on growing organically. Patience is key,” she says.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eFriends of Friends Hat Co. advocates for a slower, organic strategy, rather than overspending early on. \u003cem\u003eFriends of Friends Hat Co.\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThis tactic works in practice: many brands have found success in starting and growing organically before turning to paid media. In a recent installment of his \u003ca href=\"https://nik.co/email\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eemail newsletter\u003c/a\u003e, Nik Sharma shared that brands like Haus, Kettle and Fire, and Poo~Pourri started with an organic strategy before pivoting to paid.\u003c/p\u003e\n\u003cp\u003e“Haus is a great example. For the first year-ish of the company's existence, they didn't spend a dollar on paid marketing. They spent all their efforts on building FOMO (so you want to try it out), and then creating a world-class experience, driven by the product (so that you post or talk about it), which creates a flywheel that has a ripple effect going out from each customer,” he wrote.\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eHaus started with an organic marketing strategy to build hype and fear of missing out. \u003cem\u003eHaus\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eRemember that once you do start spending money on paid advertising, it doesn’t mean that you should stop your organic efforts. Paid marketing and organic, owned marketing go hand and hand, chicken-and-egg style, says Ben. You need paid marketing to get people to your site, but once people are there, you need to capture their information to re-engage with them.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“If it works, paid media is so effective. The key is to understand \u003cem\u003ewhat\u003c/em\u003e the tool is and \u003cem\u003ewhen\u003c/em\u003e it serves you,” says Taylor. It’s a tool in your belt, but it’s never meant to replace the actual relationship-building that you need to do in order to spread organically. “You can’t fast forward trust. You can’t fast forward authenticity,” he says.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Key takeaway: \u003c/strong\u003eBuild an organic strategy before adding paid ads into the mix.\u0026nbsp;\u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eFind online communities and build relationships with them\u0026nbsp;\u003c/h5\u003e\n\u003cp\u003eYou might be wondering what marketing channels you should build your strategy on. The answer is that it all depends on your business model, the products you sell, and your target audience. Email marketing is a great always-on channel for any business. But in the early days, while you’re trying to make your first few sales, you likely won’t have many emails yet.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThrough the audience research that you did during the calibrate phase, you should have a strong idea of the channels your target audience hangs out on. Are they active in Facebook groups, Slack communities, blogs, TikTok, Instagram, LinkedIn, YouTube, Reddit?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eNow, it’s time to choose your marketing channels based on where your customers are, and build hype around your products and trust in your business organically.\u003c/p\u003e\n\u003cp\u003e“The two biggest influences on purchase decisions are price and a recommendation from somebody we trust,” says Taylor, who also co-founded silicone wedding ring business \u003ca href=\"https://qalo.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eQALO\u003c/a\u003e.\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003eThe QALO team built relationships with leaders in the communities where their target audience hangs out online. \u003cem\u003eQALO\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe QALO team first did audience research by going to meet the people who lived a lifestyle where wearing a silicone ring made sense. They spoke with firefighters and police officers and visited Crossfit gyms. Their first partnership came out of meeting one woman in person who ran a blog called Firefighter Wives, an aggregated community of wives of firefighters who hung out together.\u003c/p\u003e\n\u003cp\u003eBecause the team built trust with her, she drove referral traffic to the QALO website by writing about the business on her blog. This is the type of community and relationship building that you need to do early on.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“It’s your friends, it’s the people that you’ve followed for a long time that have a voice that you’ve seen consistently deliver valuable information to you,” says Taylor. “That’s who you want to hear from. And so it goes back to the firefighter wife for us. She has a network of women who really trust her.”\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Key takeaway: \u003c/strong\u003eFind niche communities, build trust, and get in on the conversation.\u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eCreate marketing content that adds value\u003c/h5\u003e\n\u003cp\u003eAs you have these on-the-ground conversations, it’s time to start developing your marketing content. These are assets, like emails, social media posts, YouTube videos, etc., that your prospective customers will engage with online.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBen suggests thinking about \u003cem\u003ehow\u003c/em\u003e these individual pieces of content add value to someone's day. That might be entertainment, information, or something that makes them smile.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e”What’s the thing that’s going to create conversation?” asks Ben. “The thing that creates conversation is what, in every social algorithm, is going to get more people to see your content.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIt sounds simple, but reframing the way you think about and create content will help it be more compelling for your audience over time.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFor example, San Francisco–based watercolor store \u003ca href=\"https://www.caseformaking.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCase for Making\u003c/a\u003e uses Instagram to share new product announcements, recent watercolor creations, and updates on its watercolor classes.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eCase for Making\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe team just launched a new Instagram Live lunch club on Thursdays, where they share behind-the-scenes sneak peeks and process demos, or simply sit with folks to chat and paint something new.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eCase for Making\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e🧠 Brainstorm: \u003c/strong\u003eWhat kind of content do you love to see online? What do you engage with? What gets your attention? What do you share with friends? What kind of content makes sense for your target audience?\u0026nbsp;\u003c/p\u003e\n\u003c/div\u003e\n\u003ch4 id=\"9\"\u003e5. Boost retention\u003c/h4\u003e\n\u003cp\u003eRetaining customers is much cheaper, and significantly easier, than acquiring new ones. Aside from building trust through community outreach and word of mouth, building long-term trust with non-customers and customers alike is what will keep them coming back.\u0026nbsp;\u003c/p\u003e\n\u003ch5\u003eCraft enticing email marketing campaigns\u003c/h5\u003e\n\u003cp\u003eBefore you can build expert email campaigns and write catchy subject lines, you need to build up your email list. Ben recommends giving people an incentive to join your email and SMS lists, whether that’s a discount or something else that really adds value to your customers. Think about things like free shipping, a percent discount, buy one get one, early access to sales, exclusive access to products, or free gift with purchase.\u003c/p\u003e\n\u003cp\u003eNow, once you’ve got their information and then once they’ve made their first purchase, Ben recommends putting together a post-purchase email flow. This is your opportunity to provide a coupon code for a future purchase, ask for feedback and reviews, and acquire user-generated content.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://atlaspetcompany.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eAtlas Pet Company\u003c/a\u003e sends an email a couple days after a purchase gets delivered. Leave a review and a photo of your pup wearing their new harness, collar, or leash and get $10 off your next order.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eAtlas Pet Co\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eSimilarly, \u003ca href=\"https://bossybeauty.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eBossy Cosmetics\u003c/a\u003e shares a code for free shipping on your next order. But the brand also sends a follow-up email asking customers to share photos in their new makeup across social media. User-generated content is \u003cem\u003einvaluable\u003c/em\u003e as you set out to acquire new customers because it builds trust and lets people see what your products look like IRL.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eBossy Cosmetics\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eIf you sell products that people might buy only once, like a high-end leather wallet or air purifier, your follow-up email campaigns are going to look very different. Instead of sharing an offer, Ben suggests providing further education around the products they just purchased.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAlso effective, he says, is sending a steady stream of content over time. The goal of your post-purchase emails is to convince customers to come back to you for educational information about your items. For the leather wallet, this might be information on extending the longevity of the item. For the air purifier, it might include further education on the pollutants in our air, what causes them, and what you can do to help.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e💬 Learn more: \u003c/strong\u003e\u003ca href=\"/au/blog/how-to-market-a-product\"\u003eRethinking Acquisition: How to Market a Product to Your Existing Customers\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003ch5\u003eCreate a loyalty program\u003c/h5\u003e\n\u003cp\u003eThere’s a local grocery store with a cult following in a little surf town outside of San Diego. It’s grown a reputation for its burgundy tri-tip, a mouth-watering hunk of meat locals love to serve up on tacos or sliders on warm San Diego days. It’s a spot folks frequent for lunch, since its prepared food section rivals even the biggest, best Whole Foods.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe market implemented a \u003ca href=\"/au/blog/loyalty-program\"\u003eloyalty program\u003c/a\u003e where frequent shoppers can earn cash toward their groceries by scanning in every time they shop.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThis is how it works:\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eSpend $1–$300 a month and earn 1% of total purchases\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpend $301–$500 a month and earn 2% of total purchases\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpend $501+ a month and earn 3% of total purchases\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe market mails reward checks twice per year, so long as the amount is over $10. Customers make purchases and earn rewards—there’s an incentive (other than the delicious wares) to return.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eSimilarly, \u003ca href=\"https://girlfriend.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eGirlfriend Collective\u003c/a\u003e, an athleisure wear brand that sells sustainable clothing, has a loyalty program based on customer lifetime value. The more a customer spends in total at the shop, the more perks they earn, like free shipping, early access to product drops, and free returns.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cfigcaption\u003e\u003cem\u003eGirlfriend Collective\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThese programs gamify commerce and offer incentives to bring customers back. The amount of money you’ll lose on shipping, for example, pays off in spades when an existing customer makes another purchase. Why? Because you didn’t have to spend money acquiring someone new.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\"\u003e\n\u003cp\u003e\u003cstrong\u003e🎉Pro tip: \u003c/strong\u003eDrew Sanocki’s \u003ca href=\"/learn/course/the-three-multiplier-framework\"\u003eThe Three Multiplier Framework\u003c/a\u003e is a great course on the Shopify Learn platform for learning about retention. Drew approaches winning customers back with tips for raising purchase frequency (F), increasing customers’ \u003ca href=\"/au/blog/average-order-value\" target=\"_blank\"\u003eaverage order value\u003c/a\u003e (AOV), and increasing the total number of customers coming to your store (C).\u0026nbsp;\u003c/p\u003e\n\u003c/div\u003e\n\u003ch2\u003eBuild a marketing strategy founded on resilience\u003c/h2\u003e\n\u003cp\u003eMarketing in ecommerce is extremely hard. It’s not always a linear journey, and it takes trial and error to get it right. If you’re struggling to find marketing that works for your business, go back to the beginning. Return to those first couple of people who invested in your business and have another conversation with them. What do they want to see from you in the future? What got them excited about your brand in the first place? Their insight can help you restructure your marketing efforts in a way that better serves your audience.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf it feels like things are moving slowly, that’s OK. An antifragile approach to ecommerce marketing is meant to take a while. The longer you spend building your foundation, the better prepared your brand is to grow and thrive for the long term.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/how-to-scale-small-business\"\u003eHow to Scale Your Small Business in 6 Steps\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/product-launch\"\u003eHow to Create a Hype-worthy Product Launch\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/etsy-and-shopify\"\u003eEtsy and Shopify- How Three Makers Used Both to Grow Their Businesses\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/dropshipping-guide\"\u003eThe Ultimate Guide To Dropshipping (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/sell-on-facebook\"\u003eHow to Sell on Facebook Marketplace and Facebook Shops in 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/product-sourcing-apps\"\u003eHow To Source Products To Sell Online\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/marketing-calendar\"\u003eHow to Build a Marketing Calendar that Actually Works\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/how-to-start-a-blog\"\u003eHow to Start a Blogging Business in 2024 (Beginner's Guide)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/integrated-marketing\"\u003eThe Basics of Building an Integrated Marketing Strategy\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/au/blog/marketing-objectives\"\u003eMarketing Objectives- How to Set Good Marketing Objectives\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eMarketing Strategy FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is meant by marketing strategy?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eMarketing strategy is a plan of action that a business uses to market its products and services in order to achieve its goals. It includes activities such as researching and analyzing the target audience, identifying the most appropriate channels and tactics to reach them, and deciding on the most effective ways to communicate the company’s message.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the 4 \u003ca href=\"/au/blog/types-marketing\" target=\"_blank\"\u003etypes of marketing\u003c/a\u003e strategies?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003eProduct/Service Strategy: Focusing on product features, quality, and value to attract customers.\u003c/li\u003e\n\u003cli\u003ePricing Strategy: Setting prices that are competitive with the marketplace and align with the company’s goals.\u003c/li\u003e\n\u003cli\u003ePromotion Strategy: Creating an effective mix of advertising, public relations, sales, and other forms of communication to reach customers.\u003c/li\u003e\n\u003cli\u003eDistribution Strategy: Establishing the channels needed to get products or services to customers.\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a marketing strategy example?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003ePromotions: Develop a promotional plan that includes advertising campaigns, special offers, and discounts.\u003c/li\u003e\n\u003cli\u003ePublic Relations: Leverage public relations to create awareness and excitement around your brand.\u003c/li\u003e\n\u003cli\u003eDigital Marketing: Develop an effective \u003ca href=\"/au/blog/digital-marketing-strategy\" target=\"_blank\"\u003edigital marketing strategy\u003c/a\u003e that includes SEO, PPC, and social media campaigns.\u003c/li\u003e\n\u003cli\u003eContent Marketing: Create content that engages your target audience and establishes your expertise in the industry.\u003c/li\u003e\n\u003cli\u003eOffline Marketing: Develop an offline marketing strategy to reach potential customers and build relationships with current ones.\u003c/li\u003e\n\u003cli\u003eEvents: Organize or sponsor events to promote your brand and build relationships with customers.\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - [High ticket affiliate marketing salary]","url":"https://www.ziprecruiter.com/Salaries/High-Ticket-Affiliate-Marketing-Salary"},{"text":"Zip Recruiter - [Affiliate Marketing Salary]","url":"https://www.ziprecruiter.com/Salaries/Affiliate-Marketing-Salary"},{"text":"Smartway - [Affiliate Marketing Smart Way]","url":"https://www.smartpassiveincome.com/affiliate-marketing-smart-way/"},{"text":"Ryan Robinson - [How I earned $35,218.31 blogging last month]","url":"https://www.ryrob.com/blog-income-report-march-2021/"}],"amazon-affiliate-marketing":[{"text":"Datanyze - [Affiliate Networks Software Market Share]","url":"https://www.datanyze.com/market-share/affiliate-networks--69"},{"text":"Amazon Associates - [Amazon’s affiliate marketing program]","url":"https://affiliate-program.amazon.com/"},{"text":"eMarketer - [Prime Day US Online Shoppers Start Product Searches on Amazon]","url":"https://www.emarketer.com/content/prime-day-us-online-shoppers-start-product-searches-amazon"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F"},{"text":"Themenhero - [Men’s Guide For Brands \u0026 Fashion]","url":"https://themenhero.com/"},{"text":"Zip Recruiter - [Amazon Affiliate Salary]","url":"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements"},{"text":"Amazon - [Application Review Process]","url":"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM"},{"text":"Coffee Brewing Pro - [Coffee Brewing Pro]","url":"https://coffeebrewingpro.com/"},{"text":"Sprocker Lovers - [Sprocker Lovers]","url":"https://sprockerlovers.com/"},{"text":"McKinsey \u0026 Company - [What is omnichannel marketing?]","url":"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing"},{"text":"Package Free Shop - [Package Free Shop]","url":"https://packagefreeshop.com/"},{"text":"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]","url":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products"},{"text":"The Every Day Farmhouse - [Homesteading Gift Ideas]","url":"https://theeverydayfarmhouse.com/homesteading-gift-ideas/"},{"text":"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]","url":"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon"}],"pinterest-affiliate-marketing":[{"text":"Pinterest- [Your audience is here]","url":"https://business.pinterest.com/audience/"},{"text":"Pinterest - [Community guidelines]","url":"https://policy.pinterest.com/en/community-guidelines"},{"text":"FTC - [Online advertising disclosure guidelines]","url":"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf"},{"text":"TheWaystoWealth - 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Our template helps you plan and execute your vision, keeping your goals on track.","cta":"Get the template now","modal_headline":"Get the content strategy template delivered right to your inbox."},"copywriting":{"heading":"Free Reading List: Copywriting Tactics for Entrepreneurs","content":"Is your website content costing you sales? Learn how to improve your website copy with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get our Copywriting Tactics reading list delivered right to your inbox."},"copywriting_research":{"heading":"Research the words you use to sell","content":"Use this free template to help you enhance your website and connect with customers. Research the words competitors use and analyze customer feedback to help you write compelling copy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"customer_journey":{"heading":"Free Customer Journey Map Template","content":"Your customers know why they’re engaging with your brand. But do you know what they’re going through? Use this free template to craft a shopping experience they’ll love.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"customerservice":{"heading":"Free Reading List: Customer Service Strategies","content":"Focusing on customer service can turn negative interactions into positive reviews (and repeat customers). Learn how with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get the reading list delivered right to your inbox."},"decision_matrix":{"heading":"Free Decision Matrix Template","content":"Have a tough decision to make? This template helps you evaluate options and simplifies the decision making process so you can make confident choices.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"design":{"heading":"Free Reading List: Online Store Design Tips","content":"Your online store's appearance can have a big impact sales. Unleash your inner designer with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get our Store Design reading list delivered right to your inbox."},"digital_marketing_kit":{"heading":"Free Digital Marketing Toolkit","content":"Unlock the secrets to successful online marketing. This free resource is packed with strategies, templates, and insights to elevate your brand’s digital presence.","cta":"Download now","modal_headline":"Get the toolkit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free toolkit soon. In the meantime, start building your store with a free trial of Shopify."},"email":{"heading":"Free Ebook: How to Grow Your Ecommerce Business with Email Marketing","content":"Whether you're just getting started or dreaming up your next big campaign, this email marketing guide will provide you with insights and ideas to help your business grow.","cta":"Get the free ebook now","modal_headline":"Get our Email Marketing guide delivered right to your inbox."},"expense_report":{"heading":"Free Expense Report Template","content":"Make tracking your expenses and reimbursements a whole lot easier. Our simple template keeps things accurate and saves you time.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"googleshopping":{"heading":"Free Ebook: Google Shopping for Small Businesses","content":"Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition.","cta":"Get the free ebook now","modal_headline":"Get Google Shopping for Small Businesses delivered right to your inbox."},"go_to_market":{"heading":"Free Go-to-Market Strategy Template","content":"Plan your product launch with precision. Our template can help you reach and convert your target audience efficiently.","cta":"Download template","modal_headline":"Get your free go-to-market strategy template delivered right to your inbox."},"hiring_questions":{"heading":"Free Guide: Interview Questions for Hiring Retail Employees","content":"Hiring competent retail employees is becoming increasingly challenging. Use this guide to ask the right questions during the interview process to ensure you hire the right people for your store.","cta":"Get the free guide now","modal_headline":"Get our guide Interview Questions for Hiring Retail Employees delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"holiday_selling_2021":{"heading":"Free Holiday Selling Guide: Top 10 Holiday Selling Tips for Retail Stores","content":"A sale can happen anywhere, at any time. Use our top 10 strategies to unify your customer touch points and set yourself up for holiday success.","cta":"Get the free guide now","modal_headline":"Get our Top 10 Holiday Selling Tips for Retail Stores delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"international_shipping":{"heading":"Free International Shipping Checklist","content":"Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.","cta":"Download now","modal_headline":"Get the checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify."},"inventory_templates":{"heading":"5 Free Templates to Better Understand Your Inventory","content":"Calculate your businesses cost of goods sold, sell through rate, inventory turnover, saftey stock, economic order quantity, or reorder point with ease using these custom templates. (No math required!)","cta":"Get your free templates","modal_headline":"Get your Inventory Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"keyword_research_template":{"heading":"Free keyword research template","content":"Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"marketing_plan":{"heading":"Free Marketing Plan Template","content":"Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.","cta":"Download template","modal_headline":"Get your marketing plan template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"marketing_proposal":{"heading":"Free Marketing Proposal Template","content":"Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.","cta":"Download template","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"okr_template":{"heading":"Free OKR Template","content":"Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","cta":"Get your free templates","modal_headline":"Get these free Rotating Schedules Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_email":{"heading":"Free Sales Email Templates","content":"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_funnel_template":{"heading":"Free Sales Funnel Template","content":"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. This free tool helps you find the right pricing strategy for your services, so you can maximize your time and your earnings.","cta":"Download calculator","modal_headline":"Get this calculator delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"sfn_interview":{"heading":"Free Checklist: How to Interview a Third Party Logistics Provider","content":"Outsourcing fulfillment is a significant investment. Here’s a checklist of questions to ask in preparation of choosing the right fulfillment provider and transitioning your business.","cta":"Get the free checklist","modal_headline":"Get the checklist delivered right to your inbox."},"sfn_outsource":{"heading":"Free Checklist: Are You Ready to Outsource Your Fulfillment?","content":"Trusting a third party logistics (3PL) provider with your inventory and your customer experience is a significant investment. These questions will help determine if it's time to outsource your fulfillment and take the next step in growing your business.","cta":"Get the free checklist","modal_headline":"Get the checklist delivered right to your inbox."},"shipping":{"heading":"The Shopify guide to shipping and fulfillment","content":"Boost customer satisfaction while driving sales growth for your ecommerce business with an effective shipping and fulfillment strategy. Use this guide to create a plan that covers all aspects of shipping and fulfillment, from how much to charge your customers to choosing the right fulfillment method.","cta":"Download now and start optimizing your operations","modal_headline":"Get our shipping and fulfillment guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"shipping_kit":{"heading":"Free Shipping and Fulfillment Kit","content":"Simplify your shipping process and ensure your products reach customers on time. This free toolkit provides essential tips and resources to help you manage logistics efficiently.","cta":"Download now","modal_headline":"Get our shipping and fulfillment kit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free kit soon. In the meantime, start building your store with a free trial of Shopify."},"social":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get your social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_media_kit":{"heading":"Free Social Media Toolkit","content":"Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.","cta":"Download now","modal_headline":"Get your social media strategy toolkit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your toolkit copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_template":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sop_template":{"heading":"Free SOP Template","content":"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"store_layouts":{"heading":"Free Download: Store Layout Templates","content":"Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"swot":{"heading":"Free: SWOT Analysis Template","content":"Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","cta":"Get the template now","modal_headline":"Get the SWOT analysis template delivered right to your inbox."},"tax_season":{"heading":"Free Download: 6 Steps to Get Your Business Ready for Tax Season","content":"Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"trust":{"heading":"Free: Shopify Store Trust Checklist","content":"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","cta":"Get the checklist now","modal_headline":"Get the checklist delivered right to your inbox."},"tshirt_guide":{"heading":"Your Complete Guide To Starting a T-Shirt Business","content":"Turn your passion for fashion into a thriving business. This free comprehensive guide walks you through each step of launching your own T-shirt business, from design to sales.","cta":"Download now","modal_headline":"Get the guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"ttp_guide":{"heading":"Free Download: The Online Sellers Guide to In-Person Sales","content":"In-person selling is more approachable than ever. This guide covers why selling in person can reduce customer acquisition costs, how to build a plan that will scale with your business, and tactics from ecommerce sellers that made the move successfully.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"twitter":{"heading":"Free Ebook: Twitter Marketing for Small Businesses","content":"This guide will teach you everything from earning your first followers to getting the most out of Twitter’s advertising platform. Claim your free download to get instant access.","cta":"Get the free ebook now","modal_headline":"Get Twitter Marketing for Small Businesses delivered right to your inbox."},"use_case_template":{"heading":"Free Use Case Template","content":"Do your products hold hidden value? Use this free template to spot new sales opportunities.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_chain":{"heading":"Free Value Chain Template","content":"Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_prop_template":{"heading":"Free Value Proposition Template","content":"Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"video":{"heading":"Free Reading List: Video Marketing Tips and Tricks","content":"Video marketing is a powerful tool you can’t afford to ignore. Get a crash course with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get the reading list delivered right to your inbox."},"white_paper_template":{"heading":"Free White Paper Template","content":"Share your experience and establish your authority. This template offers a framework for creating compelling, trustworthy white papers.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."}}},"pages/blog/$article/ctas":{"hero":{"treatment":{"clusters":[{"cluster":"dropshipping","heading":"START DROPSHIPPING TODAY","subhead":"Connect your store to dropshipping suppliers and sell with the internet's best checkout."},{"cluster":"start a business","heading":"START YOUR BUSINESS WITH SHOPIFY","subhead":"Whatever type of business you start, Shopify has the tools to help you sell, ship, and grow."},{"cluster":"business ideas","heading":"DISCOVER YOUR BUSINESS","subhead":"Once you’ve found a business idea, Shopify has the tools you need to start, sell and grow."},{"cluster":"print on demand","heading":"PRINT ON DEMAND WITH SHOPIFY","subhead":"Create and sell custom products without the stress of shipping."},{"cluster":"shopify branded","heading":"BUILD YOUR DREAM BRAND","subhead":"Join millions of entrepreneurs who've built successful brands with Shopify."},{"cluster":"how to make money","heading":"START A BUSINESS FOR FREE","subhead":"Sell products, find customers, and create your brand with Shopify."},{"cluster":"online store","heading":"LAUNCH YOUR STORE WITH SHOPIFY","subhead":"Build your online store with Shopify’s free trial—no credit card required."},{"cluster":"marketing strategy","heading":"EXPAND YOUR REACH WITH SHOPIFY","subhead":"Reach customers with email, SEO, targeted ads, and social media."},{"cluster":"ecommerce platforms/marketplaces","heading":"SELL EVERYWHERE WITH SHOPIFY","subhead":"Sell online, across sales channels, and in person with Shopify's all-in-one commerce platform. 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