Growth & Strategy
Personas
Ecommerce
Time to ROI
Medium-term (3-6 months)
When I started working with an e-commerce client stuck at 2.5 ROAS, everyone told them the same thing: "optimize your product pages, improve your Facebook ads, fix your conversion rate." But after diving deep into their business, I discovered something that changed everything.
Their real problem wasn't their product or their ads—it was that they were playing a single-channel game in a multi-channel world. They had built a beautiful store but put it in an empty mall. While competitors were everywhere their customers shopped, my client was hoping people would stumble upon their one location.
That's when I realized: distribution beats product quality every single time. You can have the world's best product, but if only 100 people can find it, you'll lose to the mediocre product that 10,000 people discover daily.
Here's what you'll learn from my 3-month distribution overhaul:
Why single-channel businesses are gambling with their future
The exact distribution framework I used to build multiple traffic sources
How to systematically expand your reach without spreading resources too thin
The attribution tricks that reveal your true distribution performance
When to double down on a channel vs. when to diversify
This isn't about chasing every shiny platform. It's about building a systematic approach to reaching customers wherever they already are—before your competitors do. Check out our e-commerce playbooks for more growth strategies.
Industry Reality
What the "Experts" Say About Distribution
Walk into any marketing conference or scroll through business Twitter, and you'll hear the same distribution advice over and over:
"Focus on one channel until you master it." Pick Facebook ads or Google ads or SEO, go deep, optimize everything, then maybe—maybe—think about expanding. The logic sounds solid: better to be great at one thing than mediocre at many.
"Content is king, distribution is queen." Everyone quotes this, but then they spend 90% of their time on content creation and 10% thinking about how people will actually find it. They build amazing blog posts, videos, and resources, then cross their fingers and hope the algorithm gods smile upon them.
"Build it and they will come." The most dangerous advice of all. Create an amazing product, optimize your landing pages, and customers will naturally find you. This worked in 2010. In 2025? You're invisible.
"Track everything with perfect attribution." The analytics obsession. Marketers spend months building complex attribution models to track every touchpoint, convinced they can measure the customer journey like a physics equation.
Here's why this conventional wisdom is keeping businesses small: it ignores the dark funnel reality. Your customers don't follow linear paths. They see your Instagram ad, Google your brand later, read your blog post, get retargeted on Facebook, talk to friends, then buy three weeks later through direct traffic.
While you're optimizing one channel to perfection, your competitors are building distribution networks that surround your potential customers at every touchpoint. Guess who wins?
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
When this Shopify client came to me, their numbers told a classic story. 2.5 ROAS from Facebook ads, €50 average order value, and everyone was calling it "decent performance." But I saw the real problem immediately: they were completely dependent on Meta's algorithm.
The business had over 1,000 SKUs—quality products with good margins. But they were trying to force their entire catalog through Facebook's quick-decision funnel. Think about it: you're scrolling Instagram, see an ad for a product you've never heard of from a brand you don't recognize, and you're supposed to buy immediately?
Their fundamental challenge was product-channel fit. Facebook Ads works brilliantly for 1-3 hero products that solve immediate pain points. But this client's strength was variety and discovery. Customers needed time to browse their catalog, compare options, understand quality differences.
I noticed something telling in their analytics: Facebook traffic had high bounce rates and low time-on-site. These weren't qualified visitors—they were curiosity clicks from people who didn't understand what they were looking at. Meanwhile, their tiny trickle of organic traffic showed 3x higher engagement and much better conversion rates.
The wake-up call came when iOS 14.5 hit. Overnight, their "profitable" Facebook campaigns became unprofitable. Attribution broke. Costs spiked. They went from 2.5 ROAS to barely breaking even. That's when they realized: they didn't have a marketing strategy, they had a Facebook dependency.
This wasn't a product problem or a conversion problem. It was a distribution problem. They had built their entire business on rented land, and the landlord just changed the rules.
Here's my playbook
What I ended up doing and the results.
Instead of trying to fix their Facebook ads, I took a completely different approach. We were going to build a distribution network that could survive any platform change. Here's exactly what we did:
Month 1: Foundation Building
I started with a complete website restructuring focused on SEO optimization. This wasn't about making pretty pages—it was about creating a discovery engine. We optimized their product categorization, improved site speed, and built landing pages for every major product category.
The key insight: we treated every page as a potential entry point. Instead of thinking "homepage → category → product," we thought "any search query → relevant page → conversion path." Each product page became its own mini-landing page with proper keyword targeting.
Month 2: Content Distribution Strategy
Here's where most businesses fail—they create content for their website and hope people find it. Instead, we developed content specifically for search intent. I researched exactly what their potential customers were Googling, then created content that answered those questions.
But here's the crucial part: we didn't just publish blog posts. We created content specifically designed to showcase their product variety. Buying guides, comparison articles, "best of" lists—content that played to their catalog strength rather than fighting against it.
Month 3: Multi-Channel Orchestration
With the SEO foundation in place, we strategically reintroduced paid channels—but differently. Instead of broad Facebook campaigns, we used targeted Google Ads for high-intent keywords. We launched retargeting campaigns for people who found us organically. We even tested Pinterest for their visual products.
The magic happened in the integration. Someone might discover us through SEO, get retargeted on Facebook, see our Instagram content, then buy through a Google search. Each channel fed the others.
Check out our guide on e-commerce SEO audits for the technical foundation that made this possible.
SEO Foundation
Built discovery engine with 500+ optimized landing pages targeting long-tail keywords
Attribution Reality
Stopped obsessing over last-click attribution and focused on multi-touch customer journeys
Channel Orchestration
Each platform fed others rather than competing for budget and attention
Platform Independence
No single channel represented more than 40% of traffic or revenue
Within 90 days, we had completely transformed their traffic profile. Organic search went from 15% to 45% of total traffic, but more importantly, those visitors converted at 2.3x the rate of paid traffic.
The real breakthrough came in month four when Facebook's attribution started claiming credit for organic wins. Their "ROAS" shot up to 8-9, but we knew better. The reality was that SEO was driving significant traffic and conversions, but Facebook's tracking was taking credit for people who had discovered the brand organically.
Revenue increased by 180% compared to the previous quarter, but the best part was resilience. When they inevitably had issues with ad accounts or algorithm changes, it barely dented overall performance. They had built what every business needs: multiple ways for customers to find them.
The compound effect was incredible. Better organic visibility led to more branded searches. More branded searches improved their Google Ads quality scores. Better Google performance fed their retargeting audiences. Each channel strengthened the others.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the critical lessons from building a real distribution network:
Embrace the Dark Funnel: Stop trying to track every touchpoint. Focus on building presence everywhere your customers might look, then measure overall business growth rather than individual channel attribution.
Product-Channel Fit Matters More Than Product-Market Fit: A great product in the wrong channel will fail. A decent product in the right channels will win. Match your distribution strategy to how customers actually want to discover and buy your type of product.
Start with Owned Channels: Paid traffic comes and goes. Algorithm changes happen overnight. But if you can drive consistent organic traffic to your website, you control that relationship forever.
Integration Amplifies Everything: Don't think in silos. Your SEO strategy should feed your email marketing. Your content should support your paid ads. Your social media should drive people to high-converting landing pages.
Distribution Requires Patience: Facebook ads can work in a week. SEO takes 3-6 months. Building a real distribution network is a medium-term strategy that pays long-term dividends. Most businesses quit too early.
Quality Over Quantity in Channel Selection: Better to dominate 3-4 channels than to be mediocre across 10. But those 3-4 channels should complement each other, not compete.
Platform Independence is Business Insurance: Any channel that represents more than 50% of your traffic is a single point of failure. Diversification isn't just smart marketing—it's risk management.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS companies, focus on:
Content marketing that demonstrates expertise
SEO for product comparison searches
LinkedIn for B2B relationship building
Integration with existing tools customers use
For your Ecommerce store
For e-commerce stores, prioritize:
SEO for product discovery and buying intent
Visual platforms like Pinterest and Instagram
Google Shopping and marketplace presence
Email marketing for customer retention