Sales is King, Marketing is jester

Sales is King, Marketing is jester

If more companies were built around effective and legal sales strategies Canada would not have had the famous flops I can think of in the last 5 years. These incidents include but are not limited to:

  • Rogers & Bell getting called out for high sales pressure tactics – Despite many vendor contract employees in telecom taking issue with their practices.  
  • Sears creating a re-branding campaign – When they needed a better sales campaign 
  • 99% of new businesses failing – Again not because of bad ideas but because no one thought how to sell these ideas. 

We are in an era now where we realize, “There is no such thing as being your own boss.” Someone has got to be paying for us to keep the lights on. Your Shopify store is no different. You need a boss, their name will be buyers or one big buyer. You do need a boss though. Unless you planned to build your business as a hobby shop. Then get off of my forum! 

“Alright I know we need sales Ashton but where do we go online to find those sales.” To that, I reply, turn off the computer moron and go around town putting flyers in mailboxes! Paper still works and digital is in decline. Write a blog and get yourself interviewed about your passion or create interesting content that you share on a multi-platform plan to engage a new audience. 

Just know this, if you are not answering some customer’s dumb question about your business with a smile on your face. You are running your business completely and totally wrong. “I got into this so I would have something I enjoy.” Bogus… I reply. “You got into this to sell stupid stuff on the internet and make a bundle of money.” By the way, if you are not thinking about it yet, here are some potential buyers for crap you sell for Indian factories or homemade. 

  1. Store owners – People who need to stock an inventory all the time of trendy and unique stuff. 
  2. Young Dynamic Bloggers – Get people who will write about your products. 
  3. Vloggers – People who will demonstrate your products to their audience. 
  4. Drunk shoppers – Seriously the only people who drop serious money on Facebook usually are some kind of intoxicated. For example, I refer to a relative of mine who buys phone accessories loaded. 
  5. Personal Sellers – Try to convince people to buy a wholesale of your products to sell on a commission. Also, learn straight commission pay is not a bad word for a sales job. If you do get other help though… Get them on an hourly. 
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What your Shopify Store actually needs when you start?

Shopify store needs

If you started a Shopify store in 2018 and you refer to any of the lousy Facebook forums. This is probably what you thought you needed to start the store. 

  • Logo 
  • Facebook ads
  • Shop 

That would be the easy solution if that actually did anything at all. Here is what you actually need when you start an online shop: 

  1. A content management system – This system holds the bulk of your content and sends you the most shop traffic. 
  2. A personal sales & marketing system – You have a local geography. To exist you must have this. You must use this local geography as much as you use the web. Everyone needs to know what you are doing. 
  3. A Media blog – You need something to host product demonstrations, hold testimonies and host interviews. 
  4. Custom product photography – At least get some of your own custom product photography. Literally with some shops I can load the distributor using their own shop photos. This means your customers can undercut the seller. Go straight to the supplier. 
  5. SEO Blog when possible – Nothing does as well as this for generating web traffic. Get an SEO optimized blog and you generate all sorts of local and international web traffic. 

 

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Start your blog today with Ashton Deroy and his team.

 

If no one else is buying it, are you buying in to your brand?

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You started a Shopify store and for some reason thought a Facebook ad campaign and Shopify monthly subscription would be enough to do the trick to start having hot sales. Well you were wrong… No surprise there. Listen the Shopify game is not that different from the Multi-Level marketing game. The truth is if you don’t have a minimum monthly spend for your business. You will not have a business. 

“The days of Setup, leave it, and input sales are over!” – Ashton Deroy 

Bubble bursting time, You are not unique just for having a store on the web. You are unique if you deliver good customer service, engage with your audience and buy your own products. When you sit there though and you have a bunch of digital images on a screen. You are no different than the supplier. News Flash, they can find your supplier to! So why use you?

  • You use your own products to – They amuse you, they are useful or they just make sense.
  • You post trial testimonies – It wasn’t enough to just set up a catalog. You get a potential buyer and got them to try products you offer. 
  • You talk about your business all the time – It should not be lost on you that this is a constant communication process. 

Advice: You should be trying to collect at least 10 units of what you sell a month to try to sell via personal sale. 

 

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This brand sells cheap looking products, random products and has made no effort to make me care. As a result Just Yes Store is running ads and not generating sales. 

 

The above store has no blog, no testimonies and random product lines. It is clear from looking at it that this shop is someone’s hobby opposed to someone’s actual business or personal sales project. If you don’t care why should I care? I will never buy from this brand, I do not know how the products work, I do not know the owner’s face and he has put no thought in to who exactly he is selling to. It is a garbage shop to me now. 

It is estimated that Facebook content creates about 500 terabytes of data a day in new content. That is a lot of noise to try and beat. If you are pushing a pathetic line of products that you never even bought in to yourself. Your brand will be buried and you will deserve it for not trying. 

Advice for developing a target audience

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When you are doing a digital media campaign for a brand what do you need to do? you need to decide who to target. I would say the most important target factors to consider are geography & age. The rest is all just gravy, especially if you approach your marketing from a 0 sales perspective. Here is some advice for creating a target audience from the 0 sales perspective.

  1. Shotgun your strategy – Fire everywhere because you do not know who your brand appeals hit the hardest. So just fire everywhere until you catch someone.
  2. Prepare to learn – I thought my biggest appeal for my own business with my first customer was quick website setup. It actually was English speaking, website setup. It is always good to be prepared to change your thinking.
  3. How do they talk to you about your brand? – You need to know what people already think and develop your message from there. Not some imaginary start point irrelevant to where you are. Despite what you might think about Marketing it is not magical brain washing. If you have not talked to any potential customers yet in person… What the hell are you doing? Get off your computer and do it!
  4. Hit global targets online, local targets in person – This is what I hate about Facebook, I have never gotten a Boosted post to target an American or UK audience. I do not want to hit local targets online. Since I had a Nintendo Wii I wanted to use the web to connect with a global audience. When I first started my business I forgot that. Thanks to Fiverr I remembered. If you do not plan on personal sales at all. Your business will go under, that is a fact not a suggestion.
  5. Learn how they use technology – For example everyone I know reads my website on their phone & link through Facebook. That is why I make my website mobile adaptive and keep my Facebook content active.
Segmenting by geography
“I was so sold that a website was a great tool for local marketing. To some level it is but it will never be as powerful as face to face. What is web marketing is better for? It is better for global marketing. That is why I love that my business relies more on Fiverr than Facebook for marketing now. Now I connect with real live Public Relations companies and blogs around the world instead of focusing on Facebook ads. ” – Ashton Deroy 

 

5 Tools you need to be on in 2018

Shopify Tools map

Thank you for checking out my resource guide for selling products on Shopify. There is a lot of good reference tools in here for content creation, putting sales above marketing and focusing on story telling. This resource however is something you should think of as your map to needed software and networks. These are tools that help with the process of execution, network expansion and creating perceptual value. 

Here are 5 tools you need to be on to sell products in 2018: 

  1. Google Drive – “Yahoo email is for porn… get a Google Drive.” If I ever pitch a software again where one of my team members gives me a Yahoo address for contact information. I will walk out because of the sheer stupidity of that person. Get on Gmail. Weather you are in sales, marketing or a creative job. Get on Google Drive. Using it it from 2012 to 2018 has meant reducing my number of emails, having a collaboration hub and centralizing communication. 
  2. WordPress.com for your store’s blog – “You don’t have a blog. How the hell are we supposed to hear about your product releases? You need a blog to share up to date information, to host links to your communications platforms and in my case to synchronize all of you social medias. What is Hootsuite? WordPress does that all for me.”
  3. Fiverr – I have not had an abundance of perfect experiences on this platform. However It does link me to bloggers I can pay to connect with, if I need a quick design I will use Fiverr and users I’ve connected with taught me about tools such as MixCloud & SoundCloud. Besides that Fiverr connects you with designers, writers, Public Relations teams, Social media experts, Web designers, Sellers, Telemarketers, Logo creators, Brand Stylists. Whatever you need is on Fiverr.  
  4. Vista Print – It is time to put Print in your sales equation. You need people to register a visual representation that if they go to a certain website they can buy from you. Do not live & die by your providers Marketing tools. Make your own advertisements! 
  5. Udemy – Get some damn sales training while you are at it! Some of you opened Drop Shipping stores because you thought the process was going to be easy. Only to realize you were in way over your head. Get some Sales training for god sakes. Don’t even compute it as a business expense because it is a damn life skill! Get sales training. 

Less is more

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Hey Shopify Users, Welcome to the summary of my Less is more presentation. 

In 2015 Ashton Deroy and Dina did a Trendstalk presentation on doing less posts, less content shares and more conversations. The presentation focuses on avoided irrelevant posts, alienating your audiences and losing your conversion. This was the first time we swore off sales promotion content. We refer to WWE Shop’s 2014-2015 Facebook strategy as Buy, Buy, Buy. 

Here are some key features of quality content posts on social media. 

  1. Human interest stories. 
  2. Creative video projects such as Coco-Cola’s Christmas advertising. 
  3. On Twitter the more you tweet the faster your tweet will die.
  4. Re-tweets are currency in the relevancy index of Twitter to keep Tweets alive. 
  5. Re-tweets also create extra impressions for a message. 

Why do Twitter tweets matter? Guys Twitter has been making a comeback. Jump on it. The media is edgy, uses sex appeal and targets the “In Crowd.” Get back on Twitter Shopify users. 

“Pickiness is encouraged” Dina 

It is not so much how much a brand posts. It is how much engagement it gets from the community. We use Oreo as an example for creative conversational generating content. We also use Oreo as an example for a product sponsorship campaign for the Transformers movie, relevant in 2015.

We also talk about how talking to customers on digital media can extract meaningful information for your brand. Your Facebook needs to be a hub for communication and not for content. You can see a theme here, we are encouraging customer service and personal selling. Not content marketing and boosted posts!

 

“Remember Less is indeed more” Dina

 

 

Media planning, How to sell on Shopify?

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Media planning is a nightmare on the internet. Not because there are too few options. Just because there are many options and the average small business owner uses three. here are the three people think they need:

  1. Instagram + Facebook
  2. Google
  3. YouTube
  4. TumblR
  5. Blog

Anybody setting up a small business thinks as long as they setup content on these platforms they are going to do just fine. Then they are surprised when their content does not convert sales, generate a buzz or any kind of interest what so ever.

  1. Sponsor influence blogs – Find a blogger that matches your brand image and have them talk about your products. If this means sending them freebies or even paying them $15 it is worth it to get the exposure and brand personality.
  2. Click advertising on interest websites – If you can find a website that targets your geoegraphy, with people who match your product. Then you can setup click advertising on their page. Make sure your hyperlink is present! Our business AshtonDeroy.ca Just ended a relationship with an on demand radio channel because they stop sending us click traffic.
  3. Get interviewed & Published online – It amazes me how many people reject interviews about their business. Get interviewed and get published. If the interview is free. then it can bring you a lot of credibility and an audience. Do not get in trouble in your interview!
  4. Create events – If you are an out of home Shopify seller you can do personal parties. An old trick from the sneaky people at Avon. It works to get sales! my aunt did it for her birthday party to sell Love Winx Products.
  5. Send recommended products to friends in Direct IM – Never take direct sales out of the equation. It is one of the most valuable sales platforms. Wal-Mart Credit card uses direct sales via telemarketing and had a 46% sales conversion on 4/17/2018 out of a site in Trenton Ontario.

(Never ask small scale personal sellers & promoters to work on commission. You do not deserve to sell your product if you do that!)