You have already created your online store on the chosen e-commerce platform, and you have already configured the entire delivery system and the logistics of the stock. Now, you need to start selling!
As we know, to have good sales and reach the right audience, you need to stand out among many other online stores. Going through this whole process may seem like a seven-headed beast, but just launch a good promotional campaign to see the results of your e-commerce.
Designing a campaign, however, is not just launching your product out there. You have to be careful with how, where, and for whom you do it.
With that in mind, in today’s article, we’ve brought you a step-by-step guide to help you plan a digital marketing campaign for your online store.
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Why invest in a digital marketing campaign?
You can have your store extremely organized, yet no product in the world sells itself. The public needs to know your products and needs to have good reasons to choose them. This is only possible with a good digital marketing campaign.
These are the campaigns that will increase the reach of your e-commerce, your sales, and the public’s knowledge of your brand in general. In the digital world, this is essential for the survival of a company.
But there is no point in applying any strategies and hoping that the results will appear quickly. There are certain strategies to apply in e-commerce and that is what we will talk about in this article.
So, in short, if you want to see your online store traffic increase and establish a loyal relationship with your consumers, you need to invest in digital marketing campaigns.
5 types of e-commerce campaigns
Before you start planning your campaign, learn about the main types of campaigns for e-commerce, considering reach and investment:
One of the main types of campaigns you can bet on is the email marketing campaign. You have certainly received several and have certainly been impacted by one.
Email continues to be a communication channel that has a great impact on people’s lives and with the right call, you can capture your customer’s attention.
The most common strategies include cart abandonment notice (when the user has not completed the purchase), thanks for completing the purchase along with other recommendations based on the customer’s taste and sending out special promotions.
The important thing is that the email is personalized, even if automatically, and that it attracts attention, that is, the promotion has to be good; something that only e-commerce consumers have access to.
Google Ads ad campaigns are essential for anyone looking to increase traffic to an online store. Google Ads is advantageous for many reasons, but the main advantage is definitely the ability to segment the audience, ensuring that the right person sees the right ad at the right time.
Also, you only pay for the ad the moment a user clicks on it (on the search network). In other words, it is a guaranteed return on investment.
To create a consistent campaign, in addition to targeting the audience, you must analyze the competition, define the keywords, plan the budget, and create the ad writing and design.
Facebook Ads is a platform very similar to Google Ads, however, ads are only displayed within Facebook channels (Facebook, and Instagram, among others). That said, this is one of the most used ad platforms across the world.
It is possible to create ads in different formats and segment the audience, an essential factor in reaching the right people.
Commercial dates such as Mother’s Day, Father’s Day, Children’s Day, Christmas, Black Friday, and Valentine’s Day, for example, are very strategic for carrying out e-commerce campaigns.
But you don’t just have to bet on the dates that everyone else bets on. An interesting idea, for example, is to take advantage of the brand’s anniversary and other dates that are more related to the niche of activity to make special events and promotions.
What’s more, you can match your email marketing campaign with your customers’ birthdays to create exclusive promotions.
Following the same logic of email marketing campaigns and strategic dates campaigns, promotional campaigns always attract a lot of attention from customers.
However, they cannot be done just like that. Creating a promotion takes more than just creating the ads – which in and of itself need a lot of attention. It is necessary to identify the real possibilities for your virtual store, considering profit and stock.
8 steps to prepare the campaign
Every campaign must be thought of individually and, therefore, the step-by-step can be differentiated depending on the chosen campaign. However, there are some steps that cannot be missed in your planning, such as the definition of objectives, the design of the persona, the definition of the type of campaign, the establishment of the period, and the choice of products.
See the complete step-by-step below:
1) Define the objective
What is your intention with the campaign to be publicized? Is it stock burning? Publish new products? Attract new customers?
The answer to the first question is the objective of your campaign and it is with this in mind that all actions will be designed. So, it is necessary that this stage is the first of the planning and that it is very well defined.
2) Study the target audience
We’ve talked a lot here about the possibility of segmenting the audience during the creation of ads. But it must be made clear that this is not just a simple possibility, but a necessity.
If you don’t know who you’re advertising to, you won’t know what tone to use in campaigns or what products to advertise. Remember: he who tries to please everyone ends up pleasing no one.
This definition is made from a study of its customers and the analysis of its competitors. From this definition you will design the persona – the ideal customer of your campaign.
3) Set the campaign type
This step includes the study of the types of campaigns that we have already mentioned in the previous topics. That is, you will do a study of the type that has the most involvement with your customers.
Also, you will need to think about the specifics. Let’s say you opted for a promotional campaign, now you have to consider whether it will be a progressive promotion, a freebie, or a discount coupon, among others.
4) Establish the period
The campaign needs to have a beginning and an end. Only from the establishment of the campaign period you will be able to determine the investment and the measurement of the results.
Don’t stick to traditional periods. A campaign can be just one day, one week, or even one month. It should best suit your online venture.
5) Choose products and values
One of the most obvious and fundamental parts is certainly the definition of the products that will be advertised and their values.
At this stage, we are already shaping your campaign. Think about your audience, your profits, and also how the products will determine the rest of the campaign (visual identity, for example).
6) Elaborate the visual ID
The next step is the elaboration of a visual identity, which is related to the products and the chosen public and that draws the attention of users.
Remember that the visual identity will determine the entire creative line of the campaign, from the layout of posts on social networks to banners and advertisements in the store itself and on other sites.
7) Define dissemination channels
Think about where your audience is and from there you will have your main dissemination channels. The most common and universal channels are social networks (Facebook, Instagram, and Twitter), marketing emails, pop-ups, sponsored links, videos, blogs, banners, etc.
8) Measure the results
Once you’ve done all the other steps, you’ll have all the tools at hand to produce parts and launch the campaign.
But the step-by-step doesn’t end there. After running the campaign, you need to measure all the results. Measurement is essential to understand which points were positive and which need to be improved for the next action.
Following this step by step when planning campaigns is essential so that everything is in order and that the results are positive and satisfactory. Whatever type of campaign you choose, it is essential to have the help of experienced professionals in the field of digital marketing who will help leverage your traffic and sales.