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Focus on owned audiences and funnel compression. Use local SEO for discovery, email/SMS for conversion, and one weekly live shopping or shoppable video to remove steps. The playbook in Live Selling for Small Businesses: How to Compete with Larger Retailers shows how to stand out without big budgets. Measure MER, payback, and list growth. Aim for flows to drive 25%+ of revenue and live events to produce AOV +15%.
Define goals and KPIs (MER, CAC:LTV, payback), choose your ICP and value exchange for consent, map the journey and remove at least one step via shoppable video, score initiatives with ICE, build a 70/20/10 budget, execute a 90-day plan with weekly experiments, and review a simple operator dashboard. Document data sources and attribution rules to avoid thrash.
Use PPC to capture ready-to-buy demand and test messaging with tight negatives and ROAS floors. Invest in SEO hubs for durable authority and lower blended CAC. In early months, expect PPC payback in 7–21 days and SEO to pay back over 60–120 days; rebalance as organic grows.
Start with the 70/20/10 model and guardrails: 70% to proven (SEO, lifecycle flows), 20% to accelerators (live shopping expansion, creator partnerships), 10% to tests. Reallocate weekly based on MER and payback. If live shopping hits KPI targets from Measuring Live Shopping Success: The Essential Metrics Every Business Should Track, shift budget from lower-ROAS retargeting to owned-channel growth.
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