I was having success as a Shopify entrepreneur. Then I discovered disruptive marketing on social media—the only effective way to market on social media—and my business exploded.
It seems like everyone and their mom is trying to start an eCommerce store these days.
And why wouldn’t you? eCommerce businesses have very low overhead compared to traditional brick-and-mortar stores. You don’t need to rent space or pay a bunch of staff to maintain it, and the advertising we use online is cheaper and more effective for bringing in traffic to a website than to a store.
This is even more true for dropshipping, a specific type of eCommerce where you ship the product directly from the supplier (manufacturer) to your customer. These businesses have extremely low startup costs and excellent margins.
Makes sense, right? No expensive storefront to rent, no full-time staff to employ, no inventory to purchase upfront. So why isn’t everyone and their mom killing it on eCommerce?
Because, while it’s super easy to get started in eCommerce or dropshipping, it’s also super easy to fail.
Think about it. There are over 1 BILLION websites on the Internet.
How are your loyal customers supposed to find you in that mess? A needle in a haystack would be much easier to find!
The common response: I’ll use social media.
That’s a smart place to start. But there are about 2.6 BILLION people on social media, and advertisers are spending about $40 BILLION on Facebook alone.
The moral of the story? It’s really hard to stand out in that crowd!
But it can be done. And when it’s done right, the results are life-changing.
How Marketing on Social Media Multiplied My Business
I’m a dropshipping entrepreneur. Over the past two years, I’ve started 11 very profitable businesses on Shopify, the best eCommerce platform out there. But I wasn’t always this successful.
Rewind two years—I had just started my first genuinely profitable Shopify store. I was making eight grand a month (about $100,000/year). And let me tell you, I was feeling great. I had put a ton of hard work into making that store profitable and spent a lot of my own money making it happen.
I was feeling pretty good about the whole situation when something happened.
After working and working at it, I suddenly understood social media advertising. More specifically, I understood how to use disruptive marketing to advertise on social media.
I released a new wave of ads and suddenly my sales skyrocketed.
My Shopify store went from being profitable to a goldmine. We went from $100,000 a year to $2,000,000 in nine months.
That’s a 2500% increase!!
So what the heck is disruptive marketing and how can you use it in your own eCommerce store?
The first thing you need to understand is that there are two basic approaches to marketing, which are really targeting two kinds of markets.
Two Kinds of Marketing – Intent vs. Impulse
The two kinds of marketing are Intent/Need-Based and Impulsive/Disruptive. Let me start by explaining Intent/Need-Based Marketing, which is more familiar, but not actually what we want to be using.
The Intent/Need-Based market are the potential customers that exist on Google, Amazon, and eBay, etc. Intent/Need-Based marketing relies on an audience that is actively searching for something that they need. They’re already intending to buy, so they are most likely going to purchase the most logical choice.
They’re focused on things like the lowest price, quality and reviews (especially referrals from people they trust), shipping times, and product descriptions. If they are able to check off enough boxes or find a product with the price they have in mind, they are almost certainly going to buy.
On the business side, competition is high, profits are low, and traffic/sales volume is very consistent, making it hard to scale. Most of the time, doing business in this market is a rat race to the lowest possible price. In essence, the intent-based market controls you, rather than the other way around.
Impulse/Disruptive Marketing puts you back in the driver seat.
In the Impulsive/Disruptive Advertising, people are not actively searching for something to buy. They are searching for something to engage with. And you are positioning your product or service as that content.
While Intent/Need-based Advertising is all about logical choices—offering the highest quality, the cheapest price, the fastest delivery—Impulse/Disruptive Marketing is all about emotions.
Television advertising is a prime example of disruptive advertising. TV ads aren’t really wanted by the audience. They’re watching their favorite show, the news, sports, whatever… and boom! They get hit with an ad.
The goal of most TV ads is typically to create some kind of emotional connection with the product. Think of any beer commercial where they’re honoring the troops. Sure, those brands probably do have lots of respect for the military. But it’s no coincidence that we all get a warm and fuzzy feeling watching soldiers reunite with their families. That’s exactly what the brand is hoping you’ll feel next time you’re choosing a twelve-pack to bring over to your buddy’s cookout.
In the world of disruptive marketing, your product and the process of buying it will make someone feel better. If you can make someone feel better, you can sell them anything.
But disruptive marketing isn’t relegated just to television. Actually, this is the worst place to use disruptive advertising, because there’s no way for people to actually act on those warm fuzzy feelings.
So where is the best place to use disruptive marketing?
The answer might not be surprising: social media.
Why Disruptive Marketing Was Made for Social Media
On social media, just like TV, people are looking for something that interests them, entertains them, or excites their emotions. This means that they are in a very open and receptive state of mind. They are also interacting with content on social media (by clicking), not simply passively consuming, as with TV.
This gives us an incredibly potent opportunity to bring them to the point of sale and convert.
That’s being said, there’s one thing you must understand to succeed at disruptive marketing on social media: social media channels are not advertising platforms. They are content platforms that allow you to purchase space on people’s feeds.
The content on social media is, for the most part, generated by friends, family, and communities. Of course, businesses can also be content creators. But content creation and advertisement are actually opposites.
So on social media, your objective should be to sell a click, not a product.
The funny thing is, the Impulse/Disruptive market is huge because social media is so huge, but it flies under the radar because it is unfamiliar to most professional marketers. Most business and advertising professionals act like Facebook, Instagram, and Pinterest (among others) are advertising platforms. And they fail miserably because of it.
Alright, so are you ready to learn how to properly use disruptive marketing and how to crush it on social media?
The Key to Disruptive Marketing on Social Media
The key to disruptive marketing on social media is… drumroll, please… storytelling.
As advertisers and marketers, we should always aim to say or show something that strikes an emotional cord. Something that piques their curiosity and helps them solve a problem.
We do that by telling a story about how your product or brand is going to help them fulfill a deep desire.
A Celebrex ad might tell a story about a retiree who is able to play tennis with his wife again. An ad for Royal Caribbean might tell a story about a mom who is having the time of her life with her children.
But how do we craft a story that resonates with our audience?
First, we must know our audience and how to empower them. Are they looking to become better entrepreneurs? Chefs? Lovers? What are their pain points? Showing them that your product will give them the feelings they’re looking for will result in them wanting to learn more.
And that’s when you capture their interest and their sale.
More Coming Soon…
With only a few hundred dollars in startup costs, a global marketplace, and the power of disruptive marketing, an eCommerce store (like the kind I build on Shopify) is a no brainer. It is the place to be right now for entrepreneurs of any experience level.
But understanding disruptive marketing is just the beginning.
Stay tuned for future articles that deal with the fine details of disruptive marketing, how to create an ideal customer avatar, what kind of eCommerce business you should start, and how selling your passion can make you even more profitable.
I hope you liked this article. Throw me questions or feedback in the comments section, I’d love to know what you think!