Stage #1 Generate cashflow via ONE acquisition channel.
Invest time, money and resources into ONE channel to drive traffic to your website. Focus on this channel until it is profitable. Each digital channel has its own set of challenges, so focussing on MULTIPLE channels at the same time will significantly increase the time it takes you to become profitable in one channel.
Take Facebook Ads, for example. You need to learn how Ads Manager works, how to set up your pixel, how to make good ad creative, how to target the right audience, the different bid types, how to set up reporting, etc.
Even if you hire an ‘expert’ for all this, the challenges are unique to your business. It may take some time to test which offers resonate with which audiences.
And that’s just Facebook Ads. As an ecommerce business leader, your no.1 traffic challenge is to determine WHICH channel on which to doubledown. Then race to the finish line.
How do you pick a channel? Assess your internal strengths and weaknesses, resources and budgets. Involve an impartial expert in these discussions. By impartial, I mean someone who doesn’t necessarily specialise in one area or another so that they can give you a balanced perspective.