Marketing Fundamentals

In This Section, You Will Learn:

• • Free vs paid marketing strategies
• • Social media marketing basics
• • Facebook and Instagram ads intro
• • Content marketing for E-Commerce
• • Email marketing essentials
• • Influencer marketing

Marketing Channels Overview

• Free (Organic) Marketing:
• • Social media posts
• • SEO (search engine optimization)
• • Content marketing (blogs, videos)
• Paid Marketing:
• • Facebook/Instagram ads
• • Google ads
• • TikTok ads
• • Influencer partnerships
• Recommended Mix:
• • Start with organic (build foundation)
• • Add paid once you have winning product

Social Media Marketing

• Platform Selection:
• • Facebook: Largest audience, all ages
• • Instagram: Visual products, younger audience
• • TikTok: Viral potential, Gen Z
• Content Types:
• • Product showcases
• • Behind-the-scenes
• • Customer testimonials
• • Educational content
• Posting Strategy:
• • Consistency over frequency
• • 80% value, 20% selling
• • Engage with comments

Facebook/Instagram Ads Basics

• Why Facebook Ads:
• • Precise targeting
• • Large Pakistani audience
• • Affordable starting budgets
• Campaign Structure:
• • Campaign (objective: traffic, conversions)
• • Ad Set (audience, budget, placement)
• • Ad (creative, copy, CTA)
• Starting Budget:
• • Test: Rs. 500-1,000/day ($5-10)
• • Start small, test, then scale winners
• Key Metrics:
• • CTR (Click-Through Rate): 1%+ is good
• • ROAS (Return on Ad Spend): 3x+ is profitable

Email Marketing

• Why Email Still Works:
• • You own the list
• • Direct access to customers
• • Highest ROI marketing channel
• Essential Email Flows:
• • Welcome Series: Introduce brand
• • Abandoned Cart: Recover lost sales (30% recovery)
• • Post-Purchase: Thank you, review request
• Building Your List:
• • Pop-up with discount offer
• • 'Get 10% off your first order'
• Tools: Mailchimp (free tier), Klaviyo