- [Neil] Hey, everyone, it's Neil Patel,
and welcome to another day of Ecommerce Unlocked.
Today, we're going to be talking
about additional marketing channels.
The ones outside of Facebook Ads, Google Ads,
or even Bing Ads.
They're all great and we cover those
in our previous lesson.
But today, we're going to be covering
other marketing channels.
And one of your highest converting marketing channels,
if not your highest marketing converting channel,
is going to be email.
I know email it sounds like this archaic thing.
But over 3.9 billion people in this world use email.
That's pretty much half the population.
And all the big ecommerce companies
that I've consulted and worked with over the years
they all tell me one thing,
email is their number one channel.
So make sure you go and use email.
Your email funnel and your workflow
is going to be complex over time,
but you don't need to worry about this in the beginning.
We're going to start you off really simple.
And over time, you can continually
add to your email sequence your flows.
It doesn't matter what email provider you're using,
I'm going to show you where you should get started.
The easiest wins with email are cart abandonment.
Someone going to your checkout page and not buying,
getting them back in, in essence, getting them to buy.
Typically, you can get a 10% win there.
Another easy win is just bringing people
back to your website.
Who are the people that have bought from you
three, four, five months ago and haven't come back?
Getting those people to come back is another easy win.
And, of course, there's customer nurturing, as well.
Continually educating, helping them out,
so that way you build brand loyalty
and you can get them to come back.
So let's go over some email examples
that you could end up leveraging.
So here's one at ReserveBar, right?
They're offering 10% off coupon.
What they end up doing is
if you don't end up purchasing,
they'll end up sending you an abandoned cart, in essence.
They'll send you an email
four hours later, trying to get you back,
16 hours later, two days later,
and they try to do a coupon to help close the sale.
It's an effective strategy that you need to test out.
Here's an example of a win back email.
This one's from Blue Apron.
So typically, if you've been purchasing from them
for three, four months,
and then something happens like your card stops.
They'll end up sending you an email directly right away
to try to win you back, and even two days later.
It doesn't have to be the funnest email.
You can spice it up if you want, show your personality.
But something is better than nothing.
Here's one on customer nurturing.
These guys send an email right away,
two days later and four days later.
They tell customers how to use their product
in the best way possible,
so they have an amazing experience,
tell other people about it,
and they keep coming back to buying more and more.
There's a lot of best email practices.
I can keep going on and on with lists and lists.
But I'm going to point out a few.
I'm not going to read all of them off this screen.
But I'm going to point out a few
that you really need to focus on.
The first is don't use no-reply in your email address.
Make it a person or make it something
related to your company name.
Heck, you can even do support.
But, typically, if it's a person,
that's even better or a mascot.
And try to send your emails in the morning.
That tends to produce better open rates.
And, of course, personalize your subject line,
as well as your email with their name.
That also helps, as well.
There's a lot of ways that you can
end up generating sales through email.
For example, you can end up doing things,
like back-to-school campaigns, winter holidays.
Of course, there's Cyber Monday and Black Friday,
which everyone knows about.
But I want to show how there's many other
opportunities to generate sales, as well.
Here's an example of a back-to-school email.
Something that shows the images, looks good.
You know, the average back-to-school shopper
is spending roughly $696.70.
That's a lot of money.
You want to capture that,
and you want that money to come to you.
And now let's look at back-to-college.
If you look at back-to-college,
they're spending even more, $976 roughly,
each and every single year.
Now when you look at the whole K-12 market
and you combine that with back-to-college,
it's roughly $80.7 billion.
That's a ton of money that you're leaving on the table
if you don't go after them.
There's, of course, winter holidays.
The average person is spending $1,000 plus.
Holiday retail sales have grown
to over $730 billion with a B.
That's a ton of money.
So make sure you're leveraging
those holiday promotions, as well.
And on top of sending emails out there,
you want to make sure you have a strong top of funnel.
That's where you're driving people to your site.
And that's what we covered in the last lesson,
Facebook Ads, Google Ads and even Bing Ads.
But there's more options, as well, like YouTube Ads.
Now with YouTube Ads,
if you end up having them it ends up
balancing out your portfolio
and can drive you extra sales.
It won't be as good as let's say Google or Facebook,
but it does add up.
So make sure your create
your YouTube Ad campaign, get started.
And when you're setting things up,
you know, pick your products that you want to advertise,
but there's something that you need
to be really important of,
you want to make sure the placement
of these ads are in good areas.
Areas and channels that you would approve of
versus something that doesn't go with your message.
Now instead of going to each
of these channels really in-depth,
I have worksheets for you
so you'll be able to download them.
But with YouTube, it's another alternative channel,
has tons of engagement,
and you can also start going one level deeper
and doing Gmail Ads, as well, on top of YouTube.
But trial all the channels that Google has to offer,
because they are effective
and they can drive quite a bit of sales.
Go to neilpatel.com/training,
click on Ecommerce Unlocked,
go to week four, lesson two,
you'll find the YouTube Ad resource there.
The next one is Instagram Ads, I love it.
They ended up buying this company
for pretty much around a billion dollars.
And they now say it's worth over $100 billion,
which is ridiculous.
And it makes sense because it's one of the most
popular sites on the web.
The total number of active monthly users is over a billion,
which is a large portion of the world's population.
So it's extremely powerful.
And make sure you're going after Instagram Ads, as well.
There's many options for Instagram.
Even if you don't have ad money,
you can put links within your bio.
Or you can end up putting @ signs
and linking to your other profiles for specific products,
or other ecommerce brands, if it's your personal profile.
A lot of times, what I like using Bitly links,
because I can send people to recipes or deals,
or even a whitepaper, if you're in B2B.
It's all super effective for lead generation.
When you're creating an Instagram Ad,
make sure you fill out your profile completely.
You're going to have to run your ads through Facebook
and that's how you set them up on Instagram,
because it's owned by the same company.
And, you know, you'll determine your budget,
and you push it.
And, again, it's super effective.
One thing, before I give you the Instagram worksheet,
I want you to know is if you respond to comments
and you engage, and you really care about your customers,
you're going to do much better.
Even if your comment is as simple as emojis,
something's better than nothing.
Really push on the engagement part
because that's what Instagram is looking for.
Again, you can get resources at neilpatel.com/training.
Click on Ecommerce Unlocked, week four, lesson two,
click on Instagram Ads.
And, of course, there's Etsy.
We covered some of these steps in the past lesson.
They do over $700 million a year in revenue.
They have a lot of active users
in the hundreds of millions per month.
They also have over 2.5 million sellers.
Seven million active advertisers.
And it's much less competitive than Facebook.
Doesn't drive the volume as Facebook,
but it's still highly profitable and worth going after.
Setting up ads is easy.
You click on etsy.com, click on the Account icon,
then go to Shop Manager.
Then click on Marketing, then click Advertising.
Set your daily budgets.
And then you just click Start advertising.
And I know I went through that pretty quickly,
but that's because we have a whole resource on this
that teach you how to do everything step-by-step,
at neilpatel.com/training or lesson two.
I want you, no matter what platform you're using,
to run tests.
And you can do this through Crazy Egg.
You want to optimize your landing pages, your sites,
because if you optimize your landing pages and sites,
what you'll find is instead of 100,
or one out of every 100 people converting,
maybe you can get two out of every 100.
That's double the sales,
doesn't seem like a big number,
but through A/B testing you can increase your sales.
And tools like Crazy Egg
will walk you through how to do that step-by-step.
So that's it.
I want you to go to neilpatel.com/training,
Ecommerce Unlocked, again, week four, lesson two.
And I want you to download the following sheets,
the ones that we covered with each platform,
plus the Ad Audit Checklist.
And, as I mentioned, download the Ad Resource Guides
for each platform, so you can set them up.
Thank you very much.
And I look forward to helping you get more ecommerce sales.