i started my store 4 days ago now . With a makeup niche I have advertised on Instagram, facebook and the facebook ads are getting 5,000 views and a lot of clicks , I spent over £80 on advertising and i had over 200 visitors but no sales . Have i done anything wrong ? any advice would be very appreciated
here is a link to my store that most people get via the ads https://www.velvetylashes.co.uk/products/silky-and-lengthening-mascara
Thank you so much
Hyde here from Shopify. Congratulations and welcome to the platform!
You've done a great job, the store is looking very classy and beautiful. There are a few initial impressions from what you've said and what I've noticed in your store. I'm going to outline them point by point below, and hopefully, you may find them useful:
DEFINE YOUR BRAND
There's a fantastic book called "Zag" by Marty Neumeier, that I cannot recommend highly enough. I'd strongly advise you to read it. In it, he outlines great methods of whittling down your brand's purpose. I'm going to borrow from this book to give you an idea of where you might start.
Therefore the first idea with a new brand is to reverse engineer this, by trying to determine what it is exactly that you want your customers to think and feel about your brand. The passion for your underlying brand. So I'd like you to outline a faux "obituary". Marty uses a pretend new wine bar as an example:
Google's stated purpose is to "organize information and make it accessible to everyone". Disney is looking to "make everyone happy". The fake wine bar purpose might be: To bring people together through wine education. That's 7 words. Try to get your purpose down to less than 12 words, and we've got your core passion.
Our example wine bar's vision might be a bar (or bars) that has a hundred wines from around the world, all available by the glass, in a constantly changing menu. They see happy groups of people learning about wine, talking about wine, and swapping stories about food, travel, and cultures they've experienced. What community do you see your new brand forming? What contribution is it making to the world?
Right now, because you don't have a definite mission statement, you're competing with larger makeup brands like Amazon or eBay, which is a losing battle. So please complete this sentence:
Our brand is the only ______________________ that ____________________.
If you cannot identify what it is that only your brand can do those others can't, it will make carving out space in the marketplace that bit harder.
Here are some examples:
What: The ONLY motorcycle manufacturer
How: that makes big loud motorcycles
Who: for macho guys (and macho wannabees)
When: mostly in the United States
Where: in an era of decreasing personal freedom
OUR PRETEND WINE BAR
What: The ONLY chain of wine bars
How: That builds community around education
Who: for men and women of drinking age
Where: in cities and progressive towns
Why: who want to learn more about wine
When: in an era of cultural awakening.
You see you can change the order of the essentials, but the point is to refine your audience, the reason they might engage with you, and the context they're operating in. I think this is a great starting point, but there's plenty more that we can then look at to define the branding, the content, the community outreach, and the strategy.
2. CRAFT YOUR MESSAGE AND FIND YOUR CUSTOMERS
So when you've really determined what your unique angle is to your brand, you need to then focus on communicating that angle to the right people. Who are the right people for you? Who is your customer? What magazines do they read? What social media do they hang out on? Who influences their decisions? Are they high or low tech? There’s a great guide to creating customer personas here.
When you know who you're marketing your brand to, you can then think about what sort of content they're going to want to see. Here are some resources to look at in relation to this:
So you'll want to create original and innovative content to capture your customer. Two ways to do this are:
When you know your potential customers, the hook to your brand, and the tone to your messaging and content, you can then start looking at ways to share it.
3. SHARE YOUR MESSAGE
Here are some resources on paid advertising:
- How to Set Up Facebook Ads
- 6 types of Facebook Ads
I hope this all helps! Let me know if you have any other questions.
All the best, Hyde.