Shopify For Dummies

Chapter 15

Getting Discovered: Finding New Customers

IN THIS CHAPTER

Understanding digital marketing

Creating a marketing plan for your business

Using marketing campaigns and automations in Shopify

In ecommerce, marketing is typically referred to as digital marketing. Two primary objectives are involved in digital marketing: acquiring customers (acquisition — the process of acquiring customers, usually through your marketing efforts) and retaining customers (retention — the efforts and strategy involved in marketing to existing customers in order to keep them). Finding a healthy balance between the two is ideal, although in the early days you’re going to focus heavily on acquisition — otherwise you’ll have no customers to retain.

In this chapter, I talk about the basics of digital marketing, including beginning to think about how to position your online store, and which customers you intend to target, across which marketing channels — also known as building a channel mix. I look at how to discover who your target market is, how to build a marketing plan and how to measure your plan’s success. I also introduce you to setting up marketing campaigns and automations using some helpful ...