Shopify eCommerce Marketing: How to Get Started with Marketing

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Getting Started with Marketing Your Shopify Store

Marketing gives life to a business. Whether you’re a brand new Shopify store that just launched or an established store looking to improve your marketing, there are plenty of ways to bring in sales and increase your revenue. One of the best ways to make sales is to market your business. But where do you start with marketing? How do you know your current Shopify marketing efforts are working?

In this article, we’ll talk about the marketing channels available to Shopify store and the step by step guide to getting started with Shopify marketing. We also created a FREE checklist for you track your Shopify marketing efforts.

You can access the Shopify Marketing Checklist here: Shopify Marketing Checklist

The e-commerce market is enormous. A recent study about the e-commerce market showed the market size was $1.86 trillion in 2016. And it’s expected to grow to $4.48 trillion in 2021. While the market size is growing, the competition is also growing at a rapid pace.

With big players like Amazon, Alibaba, eBay, and others dominating the e-commerce market, many small retailers are also entering an e-commerce market to keep their businesses alive. And Shopify is providing them an opportunity to set up their online store without any hassles.

Shopify isn’t as big as Amazon, but the platform is unique and growing at a rapid pace. Shopify allows you to set up your own eCommerce store within a few minutes. It offers all the necessary tools to sell online and track the performance of your online store.

Unlike traditional brick and mortar businesses, Shopify marketing doesn’t require you to spend your money on traditional advertising methods and marketing channels like print ads, direct mail and billboards. Shopify marketing requires you to focus on digital marketing.

The good thing about digital marketing is that it’s cheaper and effective than many traditional forms of marketing. A study shows that around 80% of companies are planning to increase their digital marketing budget due to its impressive return on investment (ROI).

So how do you get started with Shopify marketing? To get started with marketing for your Shopify store, it’s important to know what your marketing channels are. Marketing channels are defined as the mediums for conducting marketing activities.

Marketing Channels for Promoting a Shopify Store

There are 7 marketing channels we recommend for promoting your Shopify store. These channels are:

  • Display Advertising on Facebook and across the Web
  • Email Marketing
  • Google AdWords Pay-Per-Click Advertising
  • Search Engine Optimization (SEO)
  • Social Media Marketing (SMM)
  • Referral Programs
  • Influencer Marketing

Let’s get started!

Shopify Facebook Ads & Display Ads

Display advertising includes boxes, banners, interstitial ads, overlays, video ads, and other similar ads that link to a landing page. These ads are placed on Facebook, relevant blogs, forums, and other third-party websites.

Here are the steps to get started with display advertising:

1. Understand your target market

You have to research your target market. Knowing the customer demographics helps you design ads based on target audiences. It can be pretty hard to know who your target market is, but machine learning apps on Shopify can automatically identify the best audiences for you.

2. Ad Design

You can design the ads yourself or work with an agency to develop them. They will design various types of ads, such as video ads, static image ads, full-page takeovers, animated images, and so on. Include a clear call to action (CTA) in your images to entice people into clicking on them. A CTA is basically a button that says Learn More, Buy Now, Sign Up Now, etc.

Useful link: Ad creative best practices

3. Optimization

There are many levels of optimization that help in producing the best results. The optimization techniques include:

  • Testing ad frequency
  • Experimenting with the time of placing ads
  • Placing different ads to different people
  • Testing ads on various sites

4. Monitor performance

The final task is to monitor ad performance. Make sure the ads provide the desired outcome. If they aren’t meeting your goals, there is something wrong with the landing page, ads, or other things.

Shopify Facebook Ad & Display Ad Best Practices

Here are some best practices for Facebook and display ads:

  • Use a strong product image
  • Add a promotion
  • Have a clear call to action (CTA)
  • Include your company logo
  • Add a strong headline
  • Instill a sense of urgency

Shopify Advertising App Recommendations

Pollen: Pollen enables you to acquire customers on Facebook and across the web simply and cost effectively. Through powerful automation, Pollen offers an easy-to-use marketing platform that’s sole expertise is in driving sales. It takes as little as 2 minutes to set up a campaign. Pollen takes care of the rest. It’s as simple as that! Time is money, so start your free 7 day trial today!

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Shopify Email Marketing

Email marketing consists of collecting names, email, etc. from both potential customers and existing customers so you can email them regular updates and offers. How effective is email marketing? This study shows that marketers can enjoy an ROI up to 4300% if they manage to do it right. Many digital marketers use email marketing to boost their sales.

Here’s how to get started with Shopify email marketing.

1. Set your goals

Before signing up for an email marketing tool, it’s important to allocate think about what you really want to achieve with your email marketing campaigns. Some of the common goals for email marketing campaigns are:

  • Increasing purchases of a specific product
  • Promoting a blog post
  • Offering discounts and limited time offers

2. Develop an email list

After setting goals, your Shopify store should develop an email list. An email list can either be imported from your existing database, or it can be collected by new sales made or popups asking people to subscribe in exchange for discounts, limited-time offers, free shipping and more. Incentives are key, so give people a reward in exchange for their email.

3. List out the type of campaigns you want to send

The list of campaigns you want to send entirely depend on your email marketing goals. The list of campaigns you want to send includes:

  • Weekly newsletters
  • Limited-time offer
  • Special announcements
  • Free shipping
  • Event invitation  

4. Create your campaign

Finally, you’re ready to create your first campaign. There are lots of templates offered by email marketing applications, so you don’t need to worry about too much about design. Here are some important things to keep in your mind before you start sending emails to your subscriber list:

  • Keep your email structure simple for easy reading
  • Make sure the emails you send are relevant to subscribers
  • Ensure your campaigns help in building your brand and trust
  • Optimize your campaigns for easy conversion  

5. Measure your performance

It’s crucial for Shopify marketers to know the outcome of their campaign so they can improve future email campaigns. There are many analytical tools offered by email marketing apps that help you to get detailed information for your email campaigns.

By measuring performance, you’ll be able to find your mistakes and areas you need to improve.

Useful Link: The Best Shopify Apps for Fashion Brands

Useful Link: eCommerce: 5 Simple Ways to Promote Your Brand In 2018

Email Marketing Best Practices

Bad emails cause people to unsubscribe, which means a loss of potential customers. Here are the Do’s and Don’ts of Shopify email marketing:

The Do’s of Email Marketing

  • Send an email with a clear goal in mind
  • Automate the outreach process
  • Make sure you have personalized your emails
  • Ensure that your emails are mobile friendly
  • Consistently monitor your campaign performance
  • Make your emails simple and enticing
  • Honesty and transparency are musts
  • Add a touch of creativity to your emails

The Don’ts of email marketing

  • Don’t send boring emails
  • Don’t miss out on putting links
  • Don’t purchase email lists
  • Don’t run an email marketing campaign without testing, editing, and proofreading
  • Don’t make selling your sole objective
  • Don’t be aggressive
  • Don’t use “Dear/sir/mam/ webmaster/admin” in the name field
  • Don’t demand a response

Shopify Email Marketing App Recommendations

Omnisend: Seeing those smart stunning email marketing campaigns that e-commerce leaders are sending and thinking it must be difficult and time-consuming to implement? Omnisend proves it wrong. All-in-one email marketing solution will help you benefit from newsletters and marketing automation.

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Privy: Privy’s free suite of email capture tools, including exit-intent driven website popups & banners, help you grow your email list from your Shopify store, social media channels, mobile, and in-store traffic. All without any coding or development skills needed.

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Happy Email: Happy Email helps to send a thank-you email from You to your customers automatically, 30 minutes after they make the first purchase or sign up for a new account on your store. It helps to create a personal touch and gain trust from your customers.

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Shopify Pay-Per-Click Ads

Pay-Per-Click Advertising (PPC) is another popular form of digital marketing. The advertiser basically pays a fee each time someone clicks the link on an ad. It’s a way to buy visitors visitors, instead of earning them organically. For this article, we’ll focus on Google AdWords and Facebook ads. Since we discussed Facebook ads earlier, this section focuses on Google AdWords.

A study shows that businesses earn $2 on average for every dollar spent on Google Adwords (a 2x ROI). Here are the steps to get started with PPC advertising.

1. Define your goals

The first step of getting started with PPC advertising is defining your goals. Your goals must be clear and concise. Are you looking to build brand awareness? Are you looking to boost sales? Are you seeking inquiries? It’s easier to set a budget and move ahead with PPC advertising after having clear goals in mind.

2. Create an awesome landing page

Regardless of your goals, it’s crucial for advertisers to have an awesome landing page to get people interested in their offers. The PPC campaign may generate thousands of clicks, but all those clicks are of no use if your landing page is a mess. What’s the use of thousands of clicks if no one signs up for your offers?

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The landing page must be created in such as way that the readers would be curious to contact you after reading the landing page.

3. Do keyword research to find words and phrases for creating a PPC campaign

To get the most out of your PPC campaign, you must find words and phrases your potential customers would search for. You should think from a customer perspective to generate the list of these words and phrases. Or you can use tools to help with keyword research. Google’s Keyword Planner and SEMrush do a great job of helping you find relevant keywords.

Shopify PPC Campaign Best Practices

Here are the best practices for AdWords when running ads for Shopify:

  • Use single word ad groups
  • Use negative keywords, such as cheap, free, and so on
  • Personalize your ads
  • Do not direct ads to your home page
  • Make full use of character limits
  • Personalize your ads
  • Do not ignore the converting power of videos

Shopify AdWords App Recommendations

Clever AdWords: Be seen by customers when they are searching on Google, automated by CleverPPC. We respect our client’s own campaigns. We are committed to the highest ethical standards and due to our strict business policy, ensure that no changes will be made in campaigns that were not created by Clever Adwords. After the creation of the campaigns, Clever AdWords will start optimizing your campaigns.

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Shopify SEO

We’ve explained Shopify SEO in great detail before, but here’s a refresher.

1. Do keyword research

Keywords in SEO are specific words and phrases entered by people to find specific information. As a Shopify store owner, you should build a list of keywords for your Shopify store. For example, if your Shopify store sells cosmetic products, you should make a list of keywords associated with cosmetic products.

Here’s a list of keyword tools that can help you conduct keyword research:

2.  On-site SEO

There are people who talk a lot about link building and social media promotion. Keep in mind that all the link building efforts will be in vain if you do not focus on onsite optimization. Learn about some of the basic terms including title tag, meta description, header tags, ALT tags, internal links, etc.

3. Add useful content to your Shopify Blog section

People are always searching for different types of information. When you add valuable pieces of content to your website, it gives potential customers a reason to stay on your website for a longer period of time. There are many different types of content that can be added to your site including infographics, tutorials, podcasts, videos, product guides, and more.

4. Off-site optimization

Off-site optimization is all about promoting the site to the outside world to increase the credibility of the site. It helps generate external backlinks to your site, which gives a boost to your Search Engine Ranking Position (SERP).

Here are some of the offsite optimization methods that you can use to promote your site:

  1. Social media presence
  2. Social bookmarking sites (Reddit and StumbleUpon)
  3. Build connections with social media influencers and bloggers
  4. Guest blog posts on other sites
  5. Answer Questions on Quora
  6. Get Backlinks to Your Top Selling Products
  7. Create Infographics and Share as Guest Posts
  8. Conduct Audio, Video and Written Interviews with Influencers

5. Monitor your results

You want to track your SEO progress by measuring your results on a regular basis. There are plenty of SEO tools out there that can help you measure the results. Here are the best SEO tools for measuring the results.

Useful Link: Shopify SEO: How to Hack Organic Search Traffic

Shopify SEO Best Practices

Here are some Shopify SEO best practices that can significantly improve your site ranking:

  • Only upload high-quality content
  • Always do keyword research before writing an article
  • Have unique title and meta tags for every page and product
  • Avoid 404 errors (broken links)
  • Spy on your competitors and monitor their backlinks
  • Remove duplicate content
  • Be consistent in uploading fresh content

Shopify SEO App Recommendations

SEO Doctor: With over 8000 active users and tons of Google first page rankings for our users, SEO Doctor is the best SEO App to get your store higher rankings. If you’re serious about maximizing sales, you can’t afford to ignore Search Engine Optimization. Think of it, how many free targeted customers could you have if your store shows up on the top position in search engines? If done properly, SEO can drive a horde of free, highly targeted traffic EVERYDAY to your shop.

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SEO Manager: As a Shopify store owner, you know that getting people to visit your store is important. One of the best ways to drive traffic to your site is by having your store show up on the first page of Google. While that is easy to say, it is more difficult to do. Enter SEO ( Search Engine Optimization). Optimizing your site is as essential to ecommerce success as a baseball bat is to baseball.

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Plug in SEO: Plug in SEO gives you a single verdict: does your store have issues with search engine performance that will be worthwhile to fix? Once you install, the app checks your store, determines the verdict and displays details. All of the essential areas of search engine optimization are checked including page titles, headings, meta descriptions, speed, blog post structure, content freshness and much more.

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SEO Image Optimizer: Missing out on Sales from Google Image Search? This is a key channel most stores neglect. Don’t fall into the same trap. Install SEO Image Optimizer and improve your SEO setup in less than 2 minutes.

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Shopify Social Media Marketing

Social media marketing is one of the most phenomenal digital marketing methods to enhance brand awareness. There are over 2.4 billion social media users all over the world, and Shopify stores can utilize popular social media platforms to reach potential customers from all over the world. Here are the steps to get started with Shopify social media marketing.

1. Set clear goals

Be realistic about your goals before starting a social media marketing campaign. If you only have 100 hundred followers on Instagram, don’t expect to get 500 likes on your next post. The goals could be anything from increasing brand awareness to boosting sales.

2. Evaluate your resources

Social media campaigns must be regularly monitored and managed. Make sure you have enough budget, human resources, and other resources for carrying out effective social media marketing campaigns.

3. Know your target audience

Who do you want to reach with your social media posts? Develop your ideal customer profile including their age-group, gender, interests, and other factors.

4. Produce great content and be consistent

Social media users are bombarded with many posts every single day and There are millions of businesses that are active on social media platforms. A study shows that around 4 million small businesses give money to Facebook for paid ads.

To build loyal followers, keep posting amazing pieces of content on your social media platforms that would help your followers. The pages who are consistent are the ones with plenty of followers.

5. Monitor and Improve

There are tools that are offered by social media platforms that help to analyze the performance of your posts. Some posts may generate more engagement while some other posts may fail to perform. Monitor the performance of each post and keep on improving.

Useful Link: How Leveraging Product Reviews Can Increase Sales
Useful Link: 7 Ways to Promote Your Facebook Business Page
Useful Link: 5 Reasons Your eCommerce Store Needs a Shoppable Instagram Feed

Social Media Marketing Best Practices

Here are some of the best social media marketing practices that you may want to follow:

  • Set specific theme and define your network
  • Engage and interact as a human
  • Keep track of your competitors
  • Be consistent
  • Select the right social media platforms for your business

Shopify Social Media App Recommendations

Social Media Marketing Automation: Around.io helps you to put your Shopify store’s social media marketing on Automation. Plan a whole month of social media posts for your store in an hour to save 30+ hours a month and boost social traffic to your store.

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Outfy: Outfy is the most productive tool to greatly enhance the social reach of your estore – to pull more traffic & eventually increase sale of your products exponentially. With one click, you can get the most powerful, robust , highly effective and productive Social Media Manager and Promoter for your Shopify Store.

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Shopify Influencer Marketing

“Influencer Marketing” is the new buzz word among marketers. This digital marketing method involves hiring influencers, people with a strong fan base on various social media platforms, to promote their brands, offers, and products. As we’ve said previously, influencer marketing is fantastic for building brand awareness, but don’t rely on it to drive sales.

A recent study reports that the number of brands hiring influencers are increasing. You may also want to experiment with influencer marketing to boost your brand awareness. Here are the steps to start your first influencer marketing campaign.

1. Set goals

Like every other marketing method, the first step in creating a successful influencer marketing campaign starts with setting goals. Keep clear goals on what you want from influencers, whether it’s traffic, brand awareness, subscriptions, sales or something else.

2. Develop an influencer profile

Your influencer marketing campaign will have a very high chance of a failure if you hire a wrong influencer for a job. Make sure the influencers have:

  • Loyal followers
  • High engagement rate
  • Excellent credibility

3. Search for potential influencers

The task of discovering right influencers is probably the most challenging activity. There are plenty of ways to discover influencers that can do the job for you. Use tools such as Buzzsumo, BuzzStream, Ninja Outreach, and others to search for influencers. You can also find specialized agencies that can provide influencers to you.

The manual search for influencers is also possible by looking at specific keywords and hashtags on various social media platforms.

4. Set proper rewards for influencers

The rewards for influencers must not only be financial rewards. This survey, conducted among influencers revealed that influencers are more interested in increasing their reach, providing value to their followers, free products and sharing top-quality content. They want to earn money while having new experiences at the same time.

5. Measure results

Finally, you must regularly measure results from the influencer marketing campaigns. List out the key performance indicators (KPIs) and measure your progress. Here are some tips to measure return on investment from your influencer marketing campaign.

Useful Link: How Leveraging Product Reviews Can Increase Sales
Useful Link: eCommerce Influencer Marketing – Will It Help Your Business?

Shopify Influencer Marketing Best Practices

  • Promote sharable content
  • Do not rush to hire influencers
  • Experiment with micro-influencers (less than 20k followers)
  • Practice content amplification

Shopify Influencer Marketing App Recommendations

LeadDyno: We’ll setup your own Affiliate Website right away so that you can start bringing affiliates on board – and begin tapping our network to recruit our e-commerce affiliates and influencers at no extra cost.

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Shopify Referral Marketing

Referral marketing is an economical and effective way to promote your store. This study might blow your mind if you’re thinking referral marketing isn’t a big deal. The study shows around 92% of the respondents trusted referrals from their loved ones.

Are you excited to learn about referral marketing now? Let’s take a look at how you can get started with Shopify referral marketing.

1. Learn how referrals work

A Shopify store owner shouldn’t start any referral program without having enough knowledge about that particular program or event. There are plenty of resources on the internet that can help you learn about how referrals work. Just allocate some time to learn about Shopify referral marketing before moving ahead with this marketing channel.

2. Identify your audience, develop an attractive offer, and set clear goals

Not all customers will want to refer your products and services. That’s why you should identify the group of customers who would be happy to refer your products to others. Search those groups of customers on review websites, comments, and on your customer database.

After identifying your audience, develop an attractive offer to make your customers want to refer your products and services to others.

Lastly, set clear goals for what you want from your referral marketing program. The goals of the business expected from referral programs might be to increase customer loyalty, boost sales, or to attract higher value customers. Decide what you want from your referral programs.

3. Choose the platform

There are plenty of tools that can help you to carry out referral marketing programs. Here are some of the factors to consider in choosing the best referral marketing tool:

  • Automation features
  • Simplicity and Convenience
  • Integration features
  • Top-quality Support

4. Prepare your team

Your employees must be clear about the referral programs that you are about to introduce to your customers. Provide all the information about the program to your sales, customer service, and marketing teams because they will require the information to perform their duties.

5. Launch the program and promote

After successfully completing the above steps, you can finally launch your referral program and promote it via different mediums, such as social media platforms, website, blogs, emails, and so on. Make sure everything is perfect before you launch and promote the referral program.

Useful Link: How to Boost Average Order Value for your eCommerce Store

6. Measure performance and make necessary improvements

After a few weeks of launching your referral programs, you will have data obtained from analytical tools offered by the software to measure the performance. Compare your goals with the current performance to see what mistakes you’ve made while implementing the plan.

After finding out the mistakes, launch the improved referral program to obtain better results.

Shopify Referral Marketing Best Practices

  • Provide customers with the necessary tools to promote your offers
  • Do not expect the results you expect from your sales team
  • Do not take a referral program lightly
  • Incorporate referral marketing program to your overall marketing plan
  • Make use of two-sided incentives

Shopify Referral Marketing App Recommendations

There are a few top Shopify Apps that can help you launch a referral marketing campaign. Here are some of the top referral marketing Shopify apps:

ReferralCandy: ONLY 29% of your customers are telling their friends about you… even though 83% of them are willing to do so. Why? Because most businesses do not have a referral program to help their customers spread the word! Which means you’re losing sales every minute you do not have one. Enter ReferralCandy. ReferralCandy is the referral marketing tool trusted by 3000+ online stores to help you drive more sales through word-of-mouth marketing.

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Rewards and Referrals: Swell helps all types of Shopify merchants earn more revenue. In fact, many of our merchants have increased sales from repeat customers by over 100% within a month of installing. With Swell, you can reward your customers for over 10 unique actions.

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Super Awesome Shopify Marketing Checklist

Now that we’ve discussed what your marketing channels are, here’s the Free and Super Awesome Shopify Marketing Checklist. For your benefit, we’ve made the checklist into a Google Sheet so you can keep track of your marketing efforts. You can make a copy by clicking “File” > “Make a copy” once you’re in the sheet.

You can access the marketing checklist here: Super Awesome Shopify Marketing Checklist. You can also view the checklist items below and copy them into your another program if you’d like.

Pre-Launch Shopify Tasks

  1. Create a Shopify account
  2. Choose a theme for your store
  3. Create an About Us page
  4. Have your graphic assets designed
  5. Create a Facebook page
  6. Create an Instagram account
  7. Create a Facebook Business Manager account
  8. Create your Facebook Pixel and add it to your store
  9. Create a Twitter account
  10. Create a Pinterest account
  11. Create a Google AdWords account
  12. Create a Contact Us page with an embedded contact form
  13. Create an FAQ page
  14. Create a Shipping and Return Policy page
  15. Create a Legal and Terms and Conditions page
  16. Make sure your custom domain is setup
  17. Setup credit card payment processing
  18. Review your product listings
  19. Add a sizing chart (if selling clothing)
  20. Install Pollen (Facebook advertising App for Shopify)
  21. Check out Shopify’s “Launch your shop” App collection
  22. Install a Shopify SEO App
  23. Install a Shopify Email Marketing App
  24. Install a Shopify Customer Service App
  25. Install a Shopify Accounting App
  26. Install a Shopify Reporting App
  27. Install a Shopify Shipping App
  28. Optional: Install additional apps
  29. Uninstall any apps that shows visitors what people just bought on your site

Post-Launch Shopify Tasks

  1. Tell your friends and family about your new store
  2. Create a newsletter popup so visitors can subscribe
  3. Post on Facebook 1 time per day
  4. Tweet at least 4 times a day
  5. Post on Instagram 1 time a day
  6. Post on Pinterest at least 2 times a day
  7. Visit the Shopify eCommerce forum and post about your newly launched store in the “Feedback on My Store” section
  8. Create a Facebook Ad Campaign
  9. After the 1st FB Ad Campaign is done, launch a retargeting campaign which focuses on previous website visitors
  10. Keep an eye on your SEO improvements recommended by the SEO app you installed
  11. Research influencers in your niche using tools like Buzzsumo or Buzzstream
  12. Setup a weekly email campaign for your subscriber list and highlight a few products for them to buy
  13. Write your first blog post
  14. Create a referral email
  15. Watch your first sale come in

What’s Next?

There are plenty of ways to market your Shopify store. With statistics showing over 380,000 eCommerce websites using Shopify, you have to run effective marketing campaigns to beat the competition. It’s okay if you haven’t done anything to market your Shopify store. For most Shopify owners, it takes time to get used to marketing. Develop a concrete digital marketing plan; consult an expert, and start implementing the marketing plan right away.

Here are some important things that must be in your mind before you start your digital marketing journey.

  • It may take some time to see results from your marketing activities
  • Take advantage of hashtags on your social media channels
  • You might fail with marketing campaigns at the start, despite having a good knowledge of marketing channels
  • Be persistent and never stop learning and improving

Advice from the Shopify Marketing Experts

Use our FREE and Super Awesome Shopify Marketing Checklist! Remember to share the Shopify Marketing checklist with your network!

We’ve helped thousands of eCommerce businesses generate ad campaign performance from Facebook ads. Check out Pollen on the Shopify App Store and start a 7 day free trial today!

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References:

https://www.crowdspring.com/blog/successful-branding-for-entrepreneurs-statistics/

https://www.entrepreneur.com/article/280371

https://www.hubspot.com/marketing-statistics

https://trends.builtwith.com/shop/Shopify

https://www.shopify.com/enterprise/7-scary-stats-for-ecommerce-retailers

https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/

https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-channels-you-should

http://digitalmarketingphilippines.com/how-to-choose-the-best-digital-marketing-channel-for-your-business/