The marketing landscape is ever changing. Digital advertising costs are rising and there are more restrictions to access customer data. How can businesses navigate these realities and reach their business goals?
In this episode of Shopify Masters, Eric Seufert, founder and partner at Heracles Capital, and Andrius Baranauskas, director of product at Shopify, uncover some of the answers.
From pivoting your marketing strategies to using the latest Shopify tools, Eric and Andrius share their marketing tips for entrepreneurs.
Pivoting from paid ads to creating organic content
For brands, organic content shouldn’t be an afterthought. In fact, Eric believes it should be at the center of your marketing efforts. “Creative should lead marketing activities, because that’s really the biggest lever we have to differentiate, [and] because we’re able to apply it to all of these surface areas that were totally off limits to us before,” explains Eric. Some of these surfaces can be new channels, such as producing your own podcast to reach new audiences.
Leveraging Shop Campaigns on the Shop app
The Shop app is a marketplace for consumers to discover Shopify stores and their products, track their packages, and enjoy a fast one-tap checkout. Being on the Shop app not only allows brands to reach customers in a new channel, it’s also a place to market to them through Shop Campaigns.
“Shopify optimizes the creative, chooses the perfect placement either in Shop or beyond, targets the best audience, and then brings you customers that convert," says Andrius. "You pay only for the customers that convert and you get full access to that customer's data. ”
Saving customer acquisition costs with Shopify Audiences
Businesses today are facing rising acquisition costs. Shopify merchants are reducing these costs by close to 50% by using Shopify Audiences.
“Merchants get their ads in front of the most interested buyers with custom audience lists that we generate,” says Andrius. “They’'re powered by the algorithms and the millions of insights that we have here at Shopify.”
Shopify Audiences allows merchants to use those insights to acquire customers at lower costs on platforms like TikTok, Meta, Google, Pinterest, Snapchat, and more.
“For example, Happy Hippo makes bath products that are safe for kids and fun to use,” Andrius says. “They reached 70% lower cost to acquire new customers by leveraging the Shopify Audiences.”
To hear more about the latest Shopify tools and how to update your marketing strategies, listen to the full episode on Shopify Masters.
