@nouveauriche
So you are talking about Keyword research to determine demand. How does lead generation come into play here?
I am quite good at copywriting. You are right, it matters.
I am running E-commerce.
The problem with FADS is that once you stop paying, the customers stop coming. I need to know first, where the bottlenecks in my websites are from a customer perspective. For this I need visitors. I can afford paying for visitors, but I need to know how to conclude good business decicions from their behaviours. How do you do that from analytics? Then retargeting etc. is the next step once you are sure, the foundation is stable.
IME influencers do not reply to my avances.
Where would you create an affiliate program?
I don't know much about e-commerce, at least when it comes to the technical stuff, maybe Shopify has an option to create an affiliate program, or you can eventually integrate some affiliate program service into it, i have no clue about how that is done on a technical level.
The thing with Fb Ads is that you need enough money to spend on testing first, e-commerce is a bit more complicated than let's say affiliate marketing, because with affiliate marketing you base your business on searching for stuff that's already selling, with e-commerce you have to deal with more stuff.
The type of ads you want to do vary so much depending on the type of product you sell, how expensive it is, how expensive it is compared to other products.
One thing you always need is a high margin on your product, and it's best to sell a 30$ product for 250$ rather than selling a 2$ product for 13$, cus that margin will allow you to scale your business more quickly and thus have more money than your competitors to spend on ads, meaning you'll be in people's feed more than your competitors. And also make sure you don't run out of money for ads, that's the catch.
If your product is very expensive you need an intense nurturing section in your marketing process, cus people don't buy expensive products right away, but that depends so much on the type of product. If the product is a mattress it would be best to start with lead generation campaigns and then do email follow-up, if you get sales then you can do retargeting for lead generation (meaning you target the audience that gives you your email, not the audience that buys the product) and still have your ad set to lead gen. You can then scale this up until your product is famous enough, at this point you can also add another ad set to "get sales", using your Pixel data to target people who bought the product.
If the product is something that requires less nurturing you might want to start with "get sales" right away, and maybe find a way to get people's email so that you can still send follow-up emails, that's a whole different strategy.
Like, you target buyers ("get sales" instead of lead generation) and then you use some manipulation technique to have them leave you their email in case they don't buy, if you set ads to lead generation Facebook will show the ad to people who are more prone to leave you their email, but not people who tend to click on an ad and buy right away.
The problem here is that you basically need a complete business strategy, an overall strategy, not just a perfect ad or a perfect website.
Marketing is all about the product, you start from the product and you reverse-create the marketing process down to the buyer.
Basically what you have to do is:
1) Find out what people are looking for
2) Find product that fulfils their need
3) Assess your budget ("does selling this product require a business structure i cannot afford?" - "can i sell this product having a high margin on sales?") meaning yes, you can make money selling toilet paper, some people do, but how expensive is it to start a toilet paper business?
4) Know who your ideal customer is
5) Pick a price (based on your ideal customer's budget, but also your margin need)
6) Copywriting to justify the price (based on your ideal customer's demographics), to destroy competitors and to create loyal customers
7) Where are your ideal customers? (Are they on Facebook? Are they on instagram? Are they on Google? Are they on YouTube? Are they not on the internet?)
8) Lead generation/Brand awareness/both (depending on product, price, ideal customers...)
See how all this is more of an overall thing rather than a step-by-step structure? Everything has to make sense with the rest of it, that's the complicated part in marketing, and this is a much simplified explanation, the thing with marketing is that every single business needs its very own strategy depending on so many things, you can start with something kinda "standard" but it's all about testing and testing anyway, having good knowledge before starting is what allows you to avoid wasting lots of money on testing so that you make as close to zero mistakes as possible, but at the end of the day it's all revolving around people, and you can only predict stuff to a certain extent, anything beyond that depends on how much data you gather, and you need to gather data, like a critical mass of leads/customers, before you have reliable data, cus the bigger the numbers, the more accurate the data.
EDIT:
Oh and one more thing, when assessing your budget you also have to wonder if e-commerce is the right business for your budget, if it's not you might want to start with something else and then use that business to fund your e-commerce.
