eCommerce Lifestyle

The Snowball Effect


I get a lot of questions from people building new eCommerce stores about content marketing. So in today's episode, I talk about a concept called "The Snowball Effect" and how to use it in your content marketing efforts.

As always, if you have any questions and suggestions, please feel free to leave a comment below. Don’t forget to share this with someone who needs to hear it.

What's Covered in This Episode:

  • Content isn't going to make you rich

  • You don't have to invest any money into content prior to "going live"
  • You should not create any content until you understand your customers 
  • Once you start making money, you should slowly invest in content
  • With consistency over a long period of time, your content will snowball
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What's up everybody. Anton Kraly here, and welcome back to the eCommerce Lifestyle Podcast. If you're new here, this is our show that comes out every Monday and Thursday on all of your favorite podcast players. And every episode is designed to help eCommerce store owners to increase their revenue, automate their operations, and become the authority in their niche. Now, in today's episode, I just wanted to get the microphone out, hop on quick and share a concept with you called the snowball effect and show you how to use it in your content marketing efforts. Because I get a ton of questions from people that are building brand new eCommerce stores, and this might be their first venture into online business and eCommerce, or they might have an existing store that they've had for years and are just building another one.

But the questions around content marketing are often things like, "How many blog posts should I write?" "Do I need to hire a copywriter to make unique product descriptions?" "Do I need to make buyer's guides for all of my products?" And a lot of these questions, plus a lot more, I really cover in detail inside of Drop Ship Lifestyle, specifically in my coaching program. So if you're a member of Drop Ship Lifestyle, just revisit modules three and five for the full on training. But I did want to get this podcast out and share, I guess, my overall approach to content marketing even now in 2020, after doing this for over a decade when it comes to launching a brand new eCommerce store with the hopes that everybody listening can just take this away and use this when they're launching their first or their next store.

The first thing that is really important to understand is that content marketing, no matter how good it is, is not going to make you rich, at least not fast. And this is really important to note because if your plan was okay, my strategy is I'm going to have the best content out there. It's going to be better than everybody else's in my industry. It's going to be world-class and that's what I'm relying on to make money, well, get ready to wait years and years, and years before that pays off. Because if you're doing that with nothing surrounding it and nothing supporting it, then the time it's going to take to actually see traction, again, years. So that's not a solid strategy, which is why the second thing I want to talk about is when you're first going live, taking that password off your Shopify store, you don't need it to have any unique content.p>

So no unique product descriptions, no blog posts, you don't need any of that. I do recommend having a good About Us page, having a good shipping and return policy page, having good information on your website for potential customers so that they can see you're an actual business, basically all of the templates that I give you inside of Drop Ship Lifestyle. But as far as starting to make all of these unique things, again, there is no reason to do that when you first go live. So one reason again, is because it's not going to benefit you right away, and it's going to cost money to actually create. And the other reason is that you shouldn't create anything until you really have a deep understanding of who your customers are, right?

Who is actually buying from you once you get into business? What do they care about? What do they want to know about? Because if you're just going to try to create content before you even have any traction, then it's most likely not going to be content that connects with your best customers. So basically you'd be putting time and money into content that no one wants to see, at least not your buyers. So you definitely want to wait until you're making money, until you have a good understanding of who your ideal buyer is. And then as you make content, it can be tailored for them. That's when it becomes beneficial. And that's how you can kind of see the snowball effect analogy come into play here. You have your business starting.

You have the traction from your paid marketing, from your long tail keywords with product names and SKU numbers, and brand names. And then as you get this information, you can use that to basically level up your generic content. And then you can start to see the snowball get bigger and bigger, and bigger over time. But you're not going into it just thinking, okay, this is my strategy for making money, because again, get ready to delay your gratification for years.o, that was a big loss. We ended up selling the business and getting close to breaking even but the amount of time that went in the amount of time that I got sucked away from my core business was a huge just... It was problematic, right? It cost me a ton of money, both in actual cash and in time.

Now, the next thing that I want to note is I do myself and I do recommend as soon as money starts coming into your business, let's say your new store or your first store if you're just getting into it. As you're making profits, don't just pull all the profits out, but take a portion of it. It does not have to be a lot at all, but take a small portion. And every month do this consistently, I guess with content, consistency is key. And invest that into content. So as far as where we start and where I'd recommend you start is with product descriptions on your best sellers. So let's say a month or two goes by after you're live, you've identified your top 20% of products. Okay, those are your best sellers. Those are the ones you should go in and really up the level of the content on on those product pages.

After that, start adding some topical blog posts, again, based on conversations with customers, based on live chats, emails, phone calls you get to your business. What do the people want to know? And then create that content for them. And don't think I have to write five blog posts a week or anything like that. Especially when you're first starting with content, less is more because quality is much more important than quantity. If you could have three best in class blog posts that deliver exactly what the reader wants, that is much better than having 30 blog posts that are all a three out of 10 in terms of what your ideal customer would actually want to see. So start with the unique product descriptions on the top 20% of bestsellers, and then focus on those topical blog posts, but quality over quantity.

Now, after that, it's a good idea to start creating buyer's guides for your top level categories. So what you can do in Shopify on your collection pages is actually build out descriptions there and add in information on, hey, if you're shopping for, let's just say it was a standup desk store and somebody clicks into the L-shaped desk stand up desk category, then you can have in that collection on the top where you can enter content information for, this is the one you should buy if you need something that's, I don't know, over 90 inches long. This is the one you should buy if you need something that can support over 300 pounds. Whatever it is for your niche, but you could start creating that content and adding it in.

Again, it's not going to help you, at least not noticeably if you do it before launch, it's simply going to delay how long it takes you to make money and slow you down if you try to have this all done before you turn on your ads, take off the password, and start making sales. So don't do it right away.

Now, another big tip I can give you, which is something we constantly do in all of our businesses is to improve everything over time. So the first time that you have one of your bestselling product pages rewritten and again, leveled up. The first time you have a blog post written. The first time you have a buyer's guide created, you might think it's really good. You might think it's the best. But my advice is to always circle back to your content and look for areas where it can be improved. So maybe you realize something was missing. Maybe you realize that certain images would make sense to be added here or there. Maybe you realize that on your product pages, it would be a good idea to add a section talking about this specific thing with that product.

Whatever it is, just don't think that the content that you originally put out is going to be static and never change. So some of our best content, again, whether that be product pages or blog posts, whatever it may be has been doing well for years, but does better because we are updating it and we're improving it. So the end is never really reached. There is always room for improvement and I recommend building it into your schedule, not just creating new stuff, but making the old stuff better as well. So keep in mind again, when you do this, right, when you start taking that small amount of your profits every month and saying, "This is my content budget for the month," know that you're not going to see any type of game-changing results on day one. That's not how this works.

Also, understand that content really is a long term play and that results are going to start small. And honestly, they might not even be noticeable. You might put this unique product descriptions on, you might add some blog posts and you might see zero change. And let's just say you invested $400 in a month in content. You might not see even the slightest bit of movement and you probably won't, but that's why you got to keep in mind that this does snowball. You need to stay consistent. You need to do this over time. And the more value that is provided to the person reading, this is going to lead to bigger and more noticeable results over time.

So some of the benefits, you're going to get more traffic. People are going to trust you more because they're going to be able to connect with you through the words or the images on the screen. You're going to get more loyal visitors because they're coming to you now, not just for a generic thing, they're coming to you for your unique spin on it. You're going to get more sales because of the more traffic. And most importantly, why this is worth it again, once you're making money, this is worth it to invest into is because over time, it's going to lead to a more diverse traffic strategy. And instead of just relying on the same two or three channels for traffic, now you'll have those, but you'll have this mixed in as well.

And over time, like I mentioned, this is going to snowball and get bigger and bigger, and bigger. And your content is going to become a huge asset in your business that provides consistent extra revenue. But that is not going to happen from day one. And that is definitely not where your time should be spent when you're building your first store or your next store. Get it launched. Get on paid ads. Make money, and then put this into play and stay consistent. Hope you guys got value as always. If you're listening to this and you're brand new, and you're like, "Anton, this sounds awesome, but I need more help," my advice is go to I'm going to link it in the description. Again,

When you go there, you get a free training from me on how we build highly profitable semi-automated stores. As always guys, hope you got value from this episode. If you did, I would really appreciate it if you can leave us a review over on Apple Podcasts. And if you're not subscribed yet, make sure you click the subscribe button because we have new episodes that come out every single Monday and Thursday. With that being said, I'm getting back to work and I'll talk to you in the next episode. See you.