Should I use the Kit Marketing Assistant from Shopify?
When you’re first setting up your shop on Shopify there’s a lot going on. Especially if you’re using a third party drop shipping vendor and designing products, there’s a lot happening there. Then you get this email from Shopify telling you that you can start using the Kit marketing assistant. The whowhat? I filed that away under “think about later,” and promptly forgot. Then I noticed that there’s an option on every product page to publicize through Kit, and I thought to myself, “Self, should I be using the Kit Marketing Assistant?”
And the answer is: For some things, definitely. For others, maybe.
Apparently Kit used to be its own company, but Shopify bought it, and is making it available for free to everyone on a Shopify plan. It’s an automated piece of software that connects to your shop, and your social media, and does things like place Facebook ads for you, send out emails, and other marketing tasks.
It communicates with you via Facebook Messenger, and generally consists of conversations like, “Hi Heather, I see we added a new product. Want me to promote it to your Facebook audience? Respond 1 for yes, and 2 for no.” If you respond yes, then you get walked through placing an ad and what the budget is, all of which is done solely through you answering yes or no.
Here’s the first thing I use Kit for, and I swear by it: Automated Thank You Notes. Every morning I get a note in messenger that says, “Heather, yesterday we sold x products to y customers and z returning customers. Thank you notes have been sent out to all customers.”
Those Thank You notes are awesome. You can configure them in the Kit setup website – for me, I include a link to my podcast archive page, because many people who buy from me have never listened to my show. It also shows that I really know my Tudor stuff. I’ve received so many responses back from people who say, “wow, it’s so nice to get a note like this.” Seriously, my customers love them.
For placing Facebook ads, Kit is a bit dicier.
Kit works off of creating lookalike audience in Facebook ads. That means that they will look at your current customer list, or the people who like your Facebook page, and create an ad to people who are similar to that. That’s great if you already have a lot of likes (say, 500 or more). But if you’re just starting out, and you’ve only got four likes (your parents, brother, and grandma) it won’t work as well.
The other drawback is that it automatically inserts its own text and images. You can go in and manually edit this in your Facebook ads manager, but it’s an extra step that you may not want to do. So I’ve ran Kit ads that featured my new products, and it says things like, “isn’t it hard to choose just one?” which is totally cool, and not something I EVER would have written. But hey, yeah, I guess it is hard to choose just one.
In the Kit setup area you can choose your five primary products and run ads featuring them, which is nice if you have products you really want to push. You can also have Kit do an ad with your top performing products, or lowest performing ones, which is really useful if you’re trying to push things you have in stock that you’re trying to clear.
Kit also sends marketing emails to your mailing list featuring new products, or products you want to push. That’s nice, but for me, I tend to do long and lengthy newsletters, and just getting a random email with five products would be weird for my audience.
Which leads me back to my original question and answer. Should you use Kit?
Yes, for some things, and if you have a large enough Facebook audience already. If not, you need to do ads to build up your page, and build up your audience if you want to use Kit for the automated Facebook ads. For what it’s worth, I learn a lot from Grace Lever on Facebook ads – you can watch a video here: https://www.youtube.com/watch?v=PpSDSRhk26w
My Facebook ads that Kit does perform better in terms of cost per click than the ones I set up. Kit knows how to optimize for conversions, or link clicks, and I’m pleased with how well that’s been going.