Marketing strategies in Shopify to increase sales

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In this expert interview, you are going to understand different marketing strategies with Arvindh Sundar, a marketing coach with a knack for turning business development into an epic adventure. 

Whether you're a seasoned Shopify owner or just starting out, Arvindh has some invaluable insights to share that will help you optimize your website, master social media marketing, and stay ahead of the curve in the ever-evolving world of e-commerce.

About Arvindh sundar 

Arvindh Sundar is the Founder of Put the Player First, a gamified growth framework that transforms business development into an exciting fantasy journey.

We are glad to have him to share his expertise on marketing for your Shopify store.

Hi Arvindh! Tell us something about yourself.

Hello, I'm Arvindh, a marketing coach.

My expertise lies in guiding businesses to effectively utilize:

• marketing strategies, 
• branding techniques, 
• content creation, 
• email campaigns, and 
• sales processes.

Previously, I've collaborated with several direct-to-consumer (D2C) brands in the toy and apparel industries.

What do you think are the mistakes that most of the Shopify owners make?

After considerable reflection, I've found a few marketing strategies while consulting with Shopify owners or those in e-commerce generally.

There are three key perspectives to consider.

1. The first revolves around two different approaches:

• One emphasizes a highly analytical, data-driven mindset, focusing on performance marketing, funnel optimization, and meticulous conversion tracking.
• The other prioritizes branding, personality, and narrative, centering on building a strong brand identity and engaging storytelling.

A common pitfall is moving too much towards one end of this spectrum which leads to failure.  Success often lies in balancing between the two.

2. The second perspective centers on "The Moment of Truth."

This is the critical point when a potential customer is ready to make a purchasing decision.

It's extremely important for brands to be readily available and actively engaged at this moment. Neglecting to do so risks losing out on valuable sales opportunities.

3. The third perspective is ”The importance of injecting personality into marketing efforts”.

While a brand may possess outstanding design assets and a compelling identity, there's unparalleled value in infusing the brand with your own persona. 

This involves authentically representing yourself and actively involving customers in the journey of product development and business growth, rather than relying solely on hired influencers.

What are a few tips that you have for our Shopify store owners to optimize their websites as a part of their Marketing strategy?

I'd like to divide my response into two parts, although they share a cognitive similarity.

This artificial distinction will provide two lenses through which any Shopify owner can examine the sales experience.

Firstly, let's consider User Experience (UX): 

It's crucial that your pages are optimized effectively.

When optimizing for UX, it's important to consider the concepts of flow and friction. 

Evaluate the entire customer journey and intentionally design your website to maximize conversion rates. 

This encompasses factors like load speed, accessibility, and AB testing.

Secondly, let's focus on Marketing Strategy:

Adopt the mindset of being an artist on the streets and a scientist with spreadsheets.

Being an artist on the streets means bringing together the user persona and engaging directly with your audience. 

But to effectively analyze who your customers are and what they want, you must adopt the mindset of a scientist when working with spreadsheets and data analysis.

Bonus: The mental model 

Picture your Shopify store as if it were a physical shop, where all its elements work together to create a sales experience similar to being assisted in a brick-and-mortar store. 

You have the user data. Use it to give a much more personalized experience. 

One way of doing this would be,

• Load up all your leads into a CRM system
• Lead scoring based on orders 
• Custom automations depending on the lead score
• Hyper target customers based on their behavior

If you can dedicate a resource to this and really think it through, you can skyrocket your sales.

How to use social media for marketing?

When it comes to social media marketing, you can do the following to boost awareness and increase sales.

1. Vertical Videos

Short, attention-grabbing vertical videos, especially for platforms like TikTok and Instagram Reels, are a social media must-have. Showcase your brand and products in an engaging format that resonates with younger generations.

2. Live Streaming

Take your audience behind the scenes with live streams. Host product demonstrations, answer questions in real-time, or offer exclusive promotions. 

This interactive approach builds excitement and fosters a sense of community around your brand.

In my exploration of e-commerce in China, I observed a unique setup: large warehouses where numerous individuals use their phones and ring lights to sell  products live. 

It's like a massive live TV show where viewers can purchase items as they watch.

In short, become a media company.

3. Community

It's more than just promoting your products. When people think of your brand, they must be able to associate it with something. 

Create a community which would be a support network for your customers.This  provides a platform for sharing experiences and valuable feedback. It also contributes to your long-term success.

Do you have a checklist to boost brand awareness and boost sales?

If you're looking to boost your brand awareness and sales on social media,there are two golden rules that you have to follow

Rule no :1 Don’t be boring

Stand out in what you are doing. You don’t have to be better than everyone else, but you have to be different. That’s because our brain is wired to get attracted to the contrast. So if you can offer something unique, you have already won the battle.

Rule no:2 Define your value

Think about what sets you apart from the competition. 

For example, discounts and bundles are attractive, but how do you stand out when everyone else is doing the same? 

Get creative with your voice, tone, and overall brand experience. Shift the focus from just selling a product to offering a unique experience. That's what will make you valuable.       

What are the emerging techniques that a Shopify store owner must keep an eye on to stay ahead in the e-commerce game?

If you're looking to stay ahead in the e-commerce game, it's essential to keep up with the latest trends. Here are the 3 emerging techniques that I would suggest you follow..

• Generative AI and Chatbots

It's the latest buzz in the tech world, and it's making waves in e-commerce too. Imagine using AI-powered chatbots to sell your products.

It's like having a virtual sales assistant available 24/7. It sounds crazy, but implementing it effectively is the key. 

• Shift from Demographics to Psychographics

Targeting an audience based on demographics like age and location does not work anymore. 

The real game-changer is psychographics, understanding your customers' behaviors, interests, and pain points. 

By focusing on solving specific problems and attracting the right kind of attention, you'll be speaking directly to your audience's needs.

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• Embracing Avatars

Inject your personality into your brand with avatars. Think of it like bringing your brand mascot to life through virtual animation. 

It might sound like something out of a sci-fi movie, but with advancements in technology, it's becoming easier than ever. 

Imagine engaging with customers through a virtual spokesperson—it's the future of personalized shopping experiences.

How do you think we can stay updated with these emerging techniques?

I've got two unique strategies to share with you.

1. Stay updated

An easy route is to sign up for newsletters that curate all the latest trends and happenings in various fields like AI, video, and more. 

By staying informed about what's on the horizon, you'll be ahead of the curve. 

2. Build Your Sandbox

Picture this: you've got your main business, where you spend about 80% of your time hustling. 

But what about the other 20%? That's your Sandbox—a place to play, experiment, and try out new ideas without risking it all on your main brand. 

Think of it as your creative playground. Whether it's setting up a secondary Shopify store, dabbling in consulting work, or even just playing around with different concepts, the Sandbox is where you get hands-on experience.

What do you think would be the best marketing media in 2024?

Thes best marketing media in 2024 is of course going to be videos.

• Why video?

We live in a world where time is precious, and attention spans are short. Video is the perfect solution—it's quick, engaging, and easy to consume. Plus, with platforms like YouTube, the possibilities are endless.

• Going Live

Picture this: you, your brand, and your audience all coming together in real-time. No scripts, no fancy editing. Just raw, authentic interaction. 

Live video isn't just about showcasing your products. It's about showcasing the humans behind the brand. 

Customers want to connect with real people, not just faceless businesses.

• The Human Touch

In a world where AI-generated content is becoming the norm, authenticity is more important than ever. 

People want to see the real you—the flaws, the bloopers, the genuine human experience. It's what sets you apart from the world of AI.

• Building your community

Involve your customers in the journey, listen to their feedback, and make them feel like they're part of something bigger. 

Building trust and credibility has never been easier.

How often do you think we should send email to our customers?

My answer to this would be, Everyday. But for E-commerce,it could be different. Consider the following points when you send an email.

• Delivery Value Every Time

Whether it's informational, motivational, entertaining, or inspirational, every time your customers open your email, they should get that dopamine hit of value. That’s the power of consistently delivering value.

• Staying Relevant

It's all about understanding their needs and interests.

For example, if you're selling makeup products, you wouldn't want to bombard a guy like me with skincare tips, right? Understand what your customer needs.Context is key. 

You want to be relevant and add value to your customer's life in a way that resonates with them.

• The Infotainment Approach

If you want to strike a perfect balance of value and relevance, use the infotainment strategy. 

Picture this: a daily webcomic series featuring your products. It's entertaining, it's engaging, and it subtly plugs your products in a way that feels natural. Plus, it gives you a legitimate reason to email your customers every day. 

• Get Creative

Don't be afraid to think outside the box. 

Hire a writer or a webcomic artist to create content that showcases your products in a fun and relatable way. Add a sprinkle of humor, a dash of creativity, and watch your email engagement grow.

Final thoughts….

Arvindh Sundar's insights into marketing strategies will likely provide you with a fresh perspective on how to approach marketing for your store. Implementing these strategies could lead to increased sales in your Shopify store.

Contact Arvindh at

• Twitter @arvindhsundar
• Linkedin linkedin.com/in/arvindhsundar
• Website https://puttheplayerfirst.com/ 

To know more about different tips and tricks to improve your Shopify store, visit “Shopify Made Easy”.