In the fast-paced world of e-commerce, staying ahead of the curve is essential for success. The Shopify Masters podcast has long been a treasure trove of insights for entrepreneurs, offering valuable lessons from successful store owners and marketing experts. As we look back on the wisdom shared throughout 2018, it's clear that some of the most impactful advice often challenges conventional thinking. Let's explore the key takeaways and unconventional wisdom from Shopify Masters in 2018 that can help propel your e-commerce business to new heights.
1. Context is King: Tailoring Tactics to Your Unique Business
One of the most significant lessons from 2018's Shopify Masters episodes is the importance of context in marketing strategies. While it's tempting to jump on the bandwagon of popular tactics, successful entrepreneurs emphasize the need to filter and prioritize based on your specific business context.
Wilson Hung and Jack Meredith from Kettle & Fire shared this crucial insight:
"It's the common mistake everyone makes. They read how we do it or hear it from podcasts or from reading content. That's why you see people start doing Facebook Messenger bots even though they don't have the same context. It really depends on your business."
Key Takeaways:
- Evaluate marketing channels based on your specific business metrics (search volume, average order value, product margins)
- Develop a systematic process to prioritize and test different channels
- Avoid blindly following trends without considering your unique situation
Practical Application:
- Conduct a thorough analysis of your target audience and their online behavior
- Use tools like Google Analytics and Facebook Insights to understand your customer journey
- Create a decision matrix to evaluate potential marketing channels based on your business goals and resources
2. Traditional Media: More Accessible Than You Think
While digital marketing dominates conversations in e-commerce, 2018 saw a resurgence of interest in traditional media channels. Contrary to popular belief, these offline channels can be both cost-effective and impactful when approached strategically.
Gaurav Agarwal from Molekule shared insights on leveraging traditional media:
"I wouldn't say it's necessarily more expensive than online ads because the CPMs (cost per thousand impressions) on some of these offline channels can be lower, but it is definitely a higher commitment."
Strategies for Testing Traditional Media:
- Explore remnant ad opportunities in TV, radio, and print at discounted rates
- Start with small-scale experiments using direct mailers or shared mailers
- Focus on channels that show exceptional performance, even with limited data
Case Study:
Molekule, an air purifier company, successfully used TV advertising to reach a broader audience. They started with small-scale tests during off-peak hours and gradually scaled up their TV presence based on performance data. This approach allowed them to tap into a new customer base while maintaining a reasonable cost per acquisition.
3. The Upsell Paradox: When Less is More
Upselling is a common tactic to increase average order value, but 2018 taught us that it's not always the right move. Sometimes, simplifying the purchase process can lead to better conversion rates and customer satisfaction.
Sholom Chazanow from LIV Watches explained their counter-intuitive approach:
"Nobody needs a watch. Well, a lot of our fans need our watches today, but for the most part, you don't need the watch to survive. I think upsells, in our category at least, create this distraction and it's like, 'Oh, I'm not sure if I need that upsell. You know what? Let me save this page and I'll come back.'"
When to Reconsider Upselling:
- For non-essential or luxury products
- When additional choices might create confusion or hesitation
- If it disrupts a clean, simple checkout process
Alternative Strategies:
- Focus on improving the core product offering
- Implement post-purchase upsells or cross-sells through email marketing
- Use retargeting ads to promote complementary products after the initial purchase
4. The Customer Paradox: Actions Speak Louder Than Words
Understanding customer preferences is crucial, but 2018 revealed that what customers say they want isn't always aligned with their actual behavior. This insight emphasizes the importance of observation and data-driven decision-making.
Eric Rosner, founder of PopSockets, shared his experience:
"It's more important to watch the people use your product if you can. If you don't have that opportunity, just be clever in how you're asking your questions."
Strategies for Better Customer Insights:
- Observe customer behavior in natural settings
- Ask specific questions about usage patterns rather than general preferences
- Use data analytics to track actual product usage and engagement
Tools for Gathering Customer Insights:
- Heat mapping software like Hotjar to understand user behavior on your website
- Customer surveys using tools like SurveyMonkey or Typeform
- Social listening tools like Mention or Brand24 to monitor online conversations about your brand
5. The Video Quality Conundrum: When Lower Quality Wins
In the age of social media marketing, high production value doesn't always translate to better performance. 2018 taught us that authenticity and platform-specific content can outperform polished productions, especially on platforms like Facebook.
Chad Kauffman from Kitty Poo Club explained:
"Interestingly enough, I believe it's something like 85% of Facebook users scroll through their news feed with no audio capabilities on. If you have a Facebook ad that has a voiceover that somebody has to hear, you will lose out because most people don't have their sound on."
Tips for Effective Social Media Videos:
- Create content that feels native to the platform
- Use captions for videos to accommodate silent viewing
- Focus on visual storytelling that doesn't rely heavily on audio
Platform-Specific Considerations:
- Instagram: Use Stories and Reels for behind-the-scenes content and quick product demos
- TikTok: Embrace trends and user-generated content to increase engagement
- YouTube: Invest in longer-form, educational content that provides value to your audience
6. The Myth of Perfect Product-Market Fit
One of the most valuable lessons from 2018 was the realization that product-market fit is an ongoing process, not a fixed destination. Successful entrepreneurs emphasized the importance of continual adaptation and customer feedback.
Elad Burko from Paperwallet shared this perspective:
"There's no reason to have perfect product-market fit at launch. Most products don't. If you're not sure if your product's ready, Kickstarter is the best place to put it up and see how the market responds."
Strategies for Improving Product-Market Fit:
- Use crowdfunding platforms to validate ideas and gather feedback
- Engage with early adopters through surveys and direct communication
- Be willing to iterate and modify your product based on market response
Case Study:
Paperwallet launched its initial product on Kickstarter, allowing them to gather valuable feedback from early backers. This feedback led to design improvements and new product variations that better met customer needs, ultimately contributing to their long-term success.
7. Maximizing Crowdfunding: The Multi-Platform Approach
2018 saw innovative approaches to crowdfunding, with entrepreneurs leveraging multiple platforms to extend their campaign's reach and momentum. This strategy challenges the notion that creators must choose between Kickstarter and Indiegogo.
Jay Neyer and Ross Oltorik from BodyBoss shared their successful multi-platform approach:
"We literally launched our Indiegogo campaign the very hour really that Kickstarter ended. We just kept that momentum going."
Tips for Multi-Platform Crowdfunding:
- Plan your campaign to transition seamlessly between platforms
- Use Kickstarter for initial launch and Indiegogo's InDemand for ongoing sales
- Maintain consistent messaging and engagement across platforms
Benefits of Multi-Platform Crowdfunding:
- Extended campaign duration to reach funding goals
- Access to different backer communities on each platform
- Opportunity to refine marketing messaging based on initial campaign performance
8. The Power of Outsourced Content in SEO Strategy
Content marketing remained a crucial component of SEO strategies in 2018, but the approach to content creation evolved. Many successful entrepreneurs found value in outsourcing content creation to experts, despite the higher upfront costs.
Sebastian Bryers from Ora Organic explained the benefits:
"Generally it is a bit more expensive, for sure. But I mean, it's still not, I don't think it's unreasonable considering how much traffic you can drive."
Best Practices for Outsourcing Content:
- Provide clear guidelines and keywords for writers
- Invest in quality content that aligns with your brand voice
- Focus on creating comprehensive, valuable resources for your audience
Content Creation Platforms to Consider:
- Upwork or Freelancer for finding individual writers
- ContentFly or Verblio for managed content creation services
- HARO (Help a Reporter Out) for expert quotes and insights
9. Redefining Influencer Marketing: Quality Over Quantity
Influencer marketing continued to evolve in 2018, with a shift towards authenticity and genuine engagement over raw follower counts. Successful brands focused on finding influencers who truly aligned with their products and values.
Ben Wieder from Chassis shared their approach:
"We will not do a video with anybody until they try our product. We really want this to be authentic because if they don't believe that we are the best product, specifically the best powder for guys, then we don't want them doing it for us because otherwise, it's not authentic."
Keys to Effective Influencer Partnerships:
- Prioritize authenticity and product alignment over follower count
- Provide influencers with products for genuine testing and feedback
- Focus on platforms like YouTube that offer long-term value through evergreen content
Measuring Influencer Marketing Success:
- Use unique discount codes or affiliate links to track sales
- Monitor engagement rates (likes, comments, shares) on influencer content
- Analyze website traffic and conversions attributed to influencer partnerships
10. Building a Community: Engagement Over Follower Count
The final lesson from 2018 emphasized the importance of fostering a genuine community rather than solely focusing on growing follower numbers. Successful entrepreneurs highlighted the value of active engagement and relationship-building with existing followers.
Katherine Gaskin, founder of The Content Planner, shared her strategy:
"I personally don't believe in scheduling your Instagram posts because as much as I would like to automate Instagram, I really like posting and being there for my customers so that if they do leave a comment right within the time that I post, I make sure that I automatically respond back."
Strategies for Community Building:
- Prioritize real-time engagement over automated posting
- Respond promptly to comments and messages
- Create content that encourages interaction and discussion
Community-Building Tools and Platforms:
- Facebook Groups for fostering discussions and sharing exclusive content
- Discord or Slack channels for real-time communication with customers
- User-generated content campaigns to showcase customer experiences
Conclusion: Embracing Unconventional Wisdom for E-commerce Success
As we reflect on the insights from Shopify Masters in 2018, it's clear that success in e-commerce often comes from challenging conventional wisdom and adapting strategies to fit unique business contexts. From rethinking traditional media approaches to prioritizing authentic engagement over vanity metrics, these lessons provide a roadmap for entrepreneurs looking to thrive in the competitive world of online retail.
The key to leveraging these insights is to approach them with a critical eye, always considering how they apply to your specific business model, target audience, and product offerings. By combining these unconventional strategies with a willingness to experiment and adapt, e-commerce entrepreneurs can position themselves for success in the years to come.
Remember, the e-commerce landscape is constantly evolving, and what worked yesterday may not be as effective tomorrow. Stay curious, keep learning, and don't be afraid to challenge the status quo. Your next big breakthrough might just come from an unconventional approach that others have overlooked.
As you implement these strategies, keep in mind that success rarely comes overnight. Be patient, track your results, and be willing to pivot when necessary. By embracing these unconventional lessons from Shopify Masters 2018, you'll be better equipped to navigate the ever-changing world of e-commerce and build a thriving, sustainable business.
