Choosing Your People | The Boutique Academy

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E-Commerce Elementary (Curriculum Only)

Start Here | Welcome to E-commerce Elementary

How to Take This Program
Your E-commerce Elementary Roadmap
Access the Trello Brand Board
Download Your Module Workbooks

Module 1 | Market Research

What Will You Sell?
What is Market Research?
Gathering Information
Keyword Research & Market Trends
Google Research
Facebook Research
TikTok Research
Twitter Research
YouTube Research
Instagram Research

Module 2 | Goal Setting

Creating a Vision | Playing the Long Game
S.M.A.R.T Goals
Goals vs. Objectives
Pre-Launch Goals & Objectives
Launch Goals & Objectives
Post Launch Goals & Objectives
Setting Monthly Goals

Module 3 | Establish Your Brand Core

Business vs. Brand
Brand Values
Brand Values Examples + Resources
Brand Mission
Brand Mission Examples
Brand Personality & Voice
Brand Positioning
Brand Positioning Examples
Brand Design Elements

Module 4 | Target Audience

What is Target Marketing?
Refining Your Target Audience
Choosing Your People
4 W's and an H

Module 5 | The Launch Process

The 3 Phases of Launching
The Pre-Launch Phase
Examples of Great Pre-Launch Landing Pages
The Launch Phase
The Post-Launch Phase
Access Your Trello Brand Board
Access Your Trello Launch Planner
Alternatives to The Trello Board

Module 6 | Marketing Campaigns

What is Marketing?
What is a Campaign?
Elements of a Campaign
Campaign Objectives
Creating Your First (or Next) Campaign
Types of Campaigns
Examples of Great Marketing Campaigns

Module 7 | Product Planning & Pricing

Inventory Mistakes
Inventory Management 101
Selecting Merchandise
Strategic Pricing
Setting Revenue Goals as a New Business Owner
Making Inventory & Pricing Decisions
Using Profit First

Module 8 | Sales Funnels + The Buyer's Journey

What is a Sales Funnel?
Dating Your Customers
The Awareness Stage
The Consideration Stage
The Decision Stage
Why Understanding The Buyer's Journey is Important
Do You Need Ads?
E-Commerce Funnel Examples
Customer Actions Cheat Sheet

Tools You'll Need Moving Forward

Platforms
Mobile Apps
Content Creation Tools

Module 9 | Lead Generation + Email Marketing

Intro to Email Marketing
Intro to Lead Magnets
Klaviyo Benchmarks
Email Marketing Basics
Email Pop-Ups
Understanding Segmentation
Klaviyo Flow Templates
Types of Email Campaigns
Campaigns vs. Flows
Email Flows/Automations Overview
Welcome Flow
Jance's Welcome Series
Abandoned Cart Flow
Abandoned Cart Flows for Beginners
Thank You Flow
Creating an Email Campaign
How to Create Coupon Codes in Klaviyo
Using Coupon codes in Klaviyo Emails
Everlane Email Examples
Resources
Segments to Create
My Abandoned Cart Sequence
Subject Line Examples
Folder of Campaign Examples
The Structure of an Email
Welcome Email Sequences
Abandoned Cart Email Sequences
Thank You Email Sequences
Markdown Email Template [Plain Text]
Survey Request Template

Module 10 | Content Strategy

What is Content Marketing?
Create a Branding & Marketing Mood Board
Content for Middle of Funnel
Content for Bottom of Funnel
The Difference in Social Media Platforms
Content Categories
Content Visuals
Brands with Great Content at Every Stage of the Funnel

Module 11 | Shopify Website Building

Website Building Prep
Shopify Dashboard Overview
Transferring Your Domain Name
Choosing a Website Theme
Adding Products to Shopify
Adding Collections to Shopify
Creating Shopify Navigation
Shopify Settings & Policies
Setting Up Shipping Options
Optimizing for Search Engine Optimization [SEO]
Designing Your Homepage

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Choosing Your People

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