Oooooooh that wrappt feeling when you work out how to make sales from one marketing channel, like Insta, Google or Facey Ads.
You’ve found the magic formula and keep cranking it up, and more sales keep coming in.
BUT, what if you weren’t able to use that advertising anymore?
It happens ALL the time and you should be prepared for it.
It’s common for Facebook and Instagram accounts to get disabled by Facebook for literally no reason (Sometimes because the onions are to sexy).
Google regularly updates it’s organic ranking (SEO stuff) algorithm, which can cause big drops in your rankings and subsequent visitors.
Now imagine if your main source of visitors gets cut off suddenly.
Why diversify where your visitors come from?
If the worse does happen, then you need to have a backup, while you fix the issue.
At some point your eCommerce store will experience an issue that will stop some visitors coming to your site.
That means, your sales are very likely to drop off. Therefore you need to make sure you’re getting visitors from multiple marketing channels.
Ideally you want a mix of the following sources of visitors
- Google Ads
- Facey/Insta Ads
- Google Organic (SEO)
- Email Marketing
- Industry specific channel (Award sites etc)
The percentage is different for each business and there is no magic formula.
However if your traffic is diversified then your eCommerce store will be more resilient to when an issue does arise (because an issue will happen at some point).
I’ve seen to many good eCommerce business go under by relying too heavily on one source of visitors. Don’t be one of those!