75% of your boutique's problems are solved with a stronger sales pipeline.
If you're selling on social media it means that you need to focus on building up these pipelines, or "buckets" as I call them:
1. Organic - This is traffic from your Facebook posts on your page and in your groups, Live video sales, and other types of content. This is the 2nd most expensive option because you have to spend your time, and in some cases, money to create and post content to generate traffic.
2. Direct - This is traffic from people finding your brand WITHOUT YOUR INPUT via search, or other means. As your brand gets stronger, so will the proportion of sales that you get from this channel. Make sure that your brand name is easy to find, and easy to remember! This is the cheapest sales you will get because customers come to you.
3. Paid - This is traffic from ads and is the most expensive option, unless you factor in how expensive your hourly rate is to operate the organic bucket.
So lets talk about how full each of these buckets should be for your business in terms of the percentage of sales that come from them...
In an ideal world, 100% of your sales would come from people just finding you without you having to go find them (i.e. direct). This is what we call a "passive" income stream.
BUT, no one is living in an ideal world...
Most boutiques are dealing with a situation where 90% of their sales come from the organic bucket, which means that they have to directly input work (e.g. posting, going live, etc) in order to make sales. When your business is in this position, it means that when you take a break, so do your sales. Your bottom line depends on your putting in work each month.
So let's talk about what your boutique would look like if you were to be able to take breaks, vacation, and do other things WHILE STILL MAKING SALES.
Well, it would mean that you drain some of your organic bucket, and put it into the paid bucket. The paid bucket is the most costly to operate, but also doesn't require your direct input to make sales.
The thing is though that filling up the paid bucket also increases the traffic from your direct and organic buckets too, because more and more customers are seeing your brand and interacting with the content you are posting.
So how full are each of your buckets right now?
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