The 3 Foundations to Every Successful eCommerce Business: Content, Marketing, and Sales Funnels
Hey, guys, Trevor here. Welcome to the eCommerce Paradise podcast.
This episode is all about content marketing and conversions. Those are the three cornerstones of every eCommerce business; that's why I wanted to go over them today with you so that you understand everything about the eCommerce sales funnel.
Each part of these is a cornerstone. You can't have a full business without all of them in place.
The contents are the foundation.
Marketing is how you get the content out there.
The funnel is how you convert those people that are interested in the content and the products you sell into customers and then repeat customers.
Today is basically an overview episode. I'm going to go into depth in any of these, but it is going to give you a clear understanding, a kind of 30000-foot view of what it looks like to build out a full eCommerce business. If you are just getting started out, you just launched, congratulations. This is what is going to take you from just launching to six figures and beyond, far beyond. It's really important that you get this.
Content is a few different things. You need content for your blog. You need some sort of a book for your eCommerce niche. It would be best if you had pages. You need the product pages to be fully filled and well laid out. You're also going to need the collections pages for your product types and product brands to be filled out. All of these things matter. All of these pages can rank in the organics, and if you have them really well filled that with content, you can build a lot of trust and give value to your customers that way. That's the way eCommerce works. You monetize in the back in with the products, so you're going to have to offer the information for free. But remember when I said book, you can actually offer the information paid as well through a platform like Kindle.
Kindle is a great traffic source, as well as a way to make revenue. I want to think of it as more of a traffic source. I usually make a niche and make a book about my niche and maybe even make multiple books about little sub-niches within my niche. That way, I can drive traffic from people who like to read books to my website to read more content articles and buy products when they're interested in that.
For the blog, you want to have a few main categories. Those include reviews for the products you sell. You can also write reviews for products on Amazon and then send them to Amazon through the affiliate program. That's up to you whether you want to do that or not, but it's a great way to also sell the products in your industry.
One of the first ones you want to write is guides. Write an ultimate guide for your niche and then write different guides for your niche's different subtopics. If you want to find keywords, there's a great tool called KW Finder. You can find keywords that way. You can also go to other blogs in your niche and get topic ideas there.
Another type of article is a roundup article or otherwise known as the resource article. These are really good because they're super high on the value ladder as far as what people think is valuable. These types articles include the best places to go, the best things to eat. They usually start with the word best so you can look keywords up via the word best and then put the topic in there.
You can write news about your industry, news about events, news about industry leaders, all these news about whatever is going on in your industry and your marketplace. I really do recommend doing that because it's going to help build trust with your customers, and it's also going to help you get your name out there and ranking the search engines for certain popular topics.
Having an FAQ page is really good, having a guarantee page, having all your return policies in one place, having all your warranty policies, or warranty registrations in one place is super important. You can also make pages that go for things like brand keywords that end with the word coupon. If you know how to do copywriting, definitely do your product pages yourself, and if you don't, then hire a V.A. to do it. But you'll need to know how to write really good in-depth product descriptions and practice doing that on a consistent basis. It's not easy, but it's something that needs to be done in eCommerce. It just how to sell something, especially expensive stuff. And then for collections, you don't make it too long, but a few paragraphs aren't too long, and you definitely want to explain if it's a brand collection. Explain about the brand. Offer the best deals on brands, products, and then if it's a type collection, explain a little bit about the product type and link to an article that's a little bit more in depth about that as well.
Without marketing, your content might just sit there for months, and no one's ever going to notice it. But if you market it properly, if you distribute it and reproduce it, repurpose it, you can really get it out there quickly.
There are a few ways to do this, depending on what you're good at. You can just put links to your content on social media channels, but that's not that great. What's really good is repurposing and recreating your content in other ways so you can recreate written content into video form.
You can recreate written content into image form, and you can recreate content into audio form. The first way that's really good to do it is YouTube because YouTube is a search engine.
I like to take my blog posts and just make simple talking head videos out of them. You can also go and make whiteboard explainer videos because people love those, and they do work really well. You just have to get good at that. If you're going to make yourself or hire someone to do it and have a good budget to do it with because they're pretty expensive to make, but yes, they are super valuable, and people love them. Another thing you do is make product sales videos. And if you want to do this yourself, go ahead and do it with talking head video, but you can also hire somebody else to do it. Just put pictures in the background like it's a newscast, or hopefully, your supplier/manufacturer of the product has a sales video already. You can just take that and upload it to your channel with your specific channel intro or something like that.
Another great thing to do is find product assembly videos for your products and upload those to your channel and your product, with your channel intro. That may or may not be possible. If it's not available, you can be the one to make those available because that's a great way to add value to your niche and your website, your company.
Another great way to do marketing outside of YouTube is to be a part of the forums. Some industries have more forms than others, but forums are loud places where people ask questions. Being a part of the forms and answering those questions, you actually learn a lot about what questions people want to be answered. There you'll get great content ideas.
You can take those content ideas, make a blog post out of them, and make YouTube videos and stuff like that to be a part of the forums. Don't spam, though. Don't ever go on a forum and drop a link to your website; that is a bad idea. You can put a link to your website in your signature, but that's the only place. Don't ever drop links to your website. Forums are a place to get content, ideas and build relationships.
Instagram is actually a very popular app. Every single niche and lots of people are using it. Get on Instagram and use images or videos. You can take the same videos you do on YouTube and put on Instagram. You can do that as long as they're less than a minute long; if they're longer than a minute, just put out your link and say the full video is on your YouTube channel.
If you want to go that direction now, there's a thing about the Instagram account. You can offer a free guide linked to your landing page. That will get a lot of conversions for you. Instagram should and can be used as a personal posting platform to make your business more personal to your customer. You really want to build trust with your customers looking you up online.
The other thing is Facebook. Now, Facebook pages aren't really all they're cracked up to be. They're just a business card.
Facebook groups are really cool. If you can provide a link to a group and get people in there, it's a great way to chat with people. The only thing about Facebook groups is that they are also becoming kind of a commonplace these days. A great way to be on Facebook is actually paid advertising. But you have to understand, again, it's for a funnel. Create a landing page first and then make a paid ad to go to that landing page. You'll get traffic that way.
The last way I have here is Pinterest.
You'll have to have a Pinterest account and a different board for each type or different collections and whatnot. Pinterest is a great way to market products, especially to women. Whether it's a woman based niche or men based niche, it's great to market there because women will want to buy things for their husbands or boyfriends. Definitely get out there and get on Pinterest.
Kinder Publisher Marketplace
If you make a book that's pretty much you're putting it on that marketplace, you're marketing your website through there. Consider that as a marketing platform and then also use the iTunes podcast store. Suppose you can create a podcast on your videos; that is another way to get traffic as well. It takes a long time to set, but it's totally worth it. It makes for long term business.
Your sales funnel is really important to understand.
When I talked about Instagram and Facebook ads going to a squeeze page and then having people sign up there, that's the key. You can make a squeeze page actually for free using your email provider. If you use MailChimp, you can make a squeeze page for free with them. All you want to do is pitch the solution to your product and ask them to put their email in. It would help if you created a thank you page to send them.
Make a low dollar offer to sell them something like your book. That's a great place to sell your book. You can do that with Shopify. Just upload your book to Shopify and put a little by button right there in the blog article.
The funnel starts with a traffic source like we talked about - all these traffic sources, different marketing channels. Those are all traffic sources. Google Organics is also a traffic source that'll go straight to your blog, usually or your product page. But the key here is that you don't just want someone to find you through one traffic source. You want them to find you through multiple traffic sources. When they leave your website, they want you to be able to reach out to them through multiple traffic sources, too. In every traffic source, you have recommended linking to all the other traffic sources you have. On your forum signature linked to all your social media, your YouTube link to all your other social media is, on Pinterest linked to your other channels, all that stuff. That way, you'll get someone to follow you on more than one platform, no matter where they found you at. And that's more likely that you build a reach them.
It usually takes about seven marketing touches and marketing messages, reaching them before purchasing from you because that's what it takes to build trust. Make sure you get all these traffic sources built out, and then you want to make sure that they're going to go from there to some sort of either a collection, a product, or an article. If they're top or middle of the funnel, they'll usually go to an article or a collection page.
The article is more like the top of the funnel stuff. Sometimes it's for the bottom of the funnel if they're typing in review keyword. That's why I talked about we're doing review articles because that's bottom of the funnel stuff. If you do a review article and then link to that product, you're basically pre-selling them on the product, and if you did a good job reviewing it, then they're more likely to buy it right there.
Articles are a key way to pre-sell your product. Focus on that.
Questions pages are really great because it's a great way to tile a brand's products together on one page and different types together. But focus on providing the content. It's a good way to organize the website. They should go through one of those things, and then eventually, they should land on your email list somehow. You want to get them onto your email lists. That's key.
You don't want to create different lists for different offers, but it's usually just one list for a discount. One list for a guide. And then it goes from there to your abandoned cart. The next step usually is that they would add a product to the cart. And if they purchase, great, then they'll get your new purchase, "Thank you."
Get your banning cart sequence, which is important, and you got to sell them and stuff like that and give them more value there. But that's pretty much the funnel. So that's how it works. And yes, like I was pointing out, it starts with the pre-sales and traffic sources, pre-sales product pages. And then it goes through the checkout process, and then thank you and upsell. That's pretty much it.
You can go beyond that and reengage with past customers, get them to buy again. You can even send them other offers to other websites of yours or to affiliate offers, things like that that are relevant. Just be careful with that. That's all through email.
I hope this podcast was helpful. I know it's kind of an overview video, but it should give you an understanding of what you want to go out and learn more about.
Hope you really enjoyed this and subscribe to the channel. I want to reach a wider audience and help more people build their eCommerce businesses. This is the eCommerce Paradise podcast. My name's Trevor, and I hope you enjoyed it. Have a nice day.
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eCommerce Paradise was created by Trevor Fenner of Seattle, Washington in 2015 to help you, the entrepreneur, to start and scale your own eCommerce business selling high-ticket products online with the drop shipping fulfillment method so you can make more profit per sale, have a sustainable and evergreen online business, get started with very little upfront investment, and live a location independent lifestyle. Trevor owns multiple 7-figure High-Ticket Drop Shipping eCommerce stores and is a digital nomad, traveling the world while working remotely with the help of his team of over 10 virtual assistants from around the world. Trevor is currently located in Bali, Indonesia. Trevor is also a passionate skateboarder, surfer, scuba diver, photographer, environmentalist, outdoorsman, fitness and tattoo enthusiast.
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