5 Tips To Launch a Successful Ecommerce CampaignBy Liz Coulson, July 24th 2020
Creating and launching an ecommerce marketing campaign isn't an easy task, there are so many things to remember. Here are our 5 top tips to help you launch a successful campaign.
Research & Learn from Previous Campaigns
As with anything else in business, everything is constantly changing, so research is king. Luckily for us there is always help out there; blogs, videos, statistics from previous campaigns - if you've run them before - and your own customers.
If you don't have a buyer persona, it's worth spending the time building one. It will help you to get to know your customers and target audience. You will then be able to target them more effectively in the future. If this is too difficult, build a representation of your ideal customer base.
A few things to consider are:
- When is the best time to launch my campaign?
- Are my buyer personas up to date? Where are my customers shopping and spending their spare time?
- What did I learn from the last campaign I launched? What do the statistics tell me?
Think Outside of the Box
So, now you're up to date with any changes that have happened you're ready to go. One thing that hasn't changed however, is for your campaign to be successful, your target audience has to engage with it.
Think outside of the box. Offering free shipping on your Black Friday campaign might not cut it because your competitors might be offering something better so you won't be standing out from the crowd. A good idea might be offering your existing customers discounts on the week running up to Black Friday. However, a free shipping campaign might catch people's attention out of the festive period.
Whatever your marketing campaign is around, whether its a social graphic around a national awareness day or a larger campaign for a product promotion your marketing has to be eye catching.
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Plan Your Campaign to a T
Plan your campaign as much as possible, otherwise you will give yourself too much to do at the launch and it won't be as effective as it could have been.
By planning, you can ensure that the theme you're using flows across all of your channels. You can create your strategic plan that will guide you from the planning stage, right through to launch and review.
If you plan your content and create your graphics, schedule as much of it as you can. When you're packing all of your orders when your campaign does launch, you'll be thanking yourself that you haven't got to send an email and post on Facebook later!
Personally, I don't recommend using exactly the same messaging. Imagine following a company on Facebook and Twitter, they post the same update and then email you the same information! You're going to unfollow them somewhere along the line. Vary your information up, but make sure your theme is the same so your audience can see the continuity.
It might seem obvious, but timing is everything when it comes to launching your ecommerce marketing campaign.
Everybody prefers different ways of planning, my personal preference is a calendar. I use my content calendar to count backwards and decide what content I'll be posting when and where.
If you're uber organised, you could then count backwards from those days to when you're going to start planning your content. I personally like this way because reminders pop up in my diary otherwise I'd forget to do things. But, there are other ways too like Trello.
Review & Analyse
I imagine that part, if not most of your campaign will be digital. Luckily, with digital you get a lot of information for you to continuously review e.g. stats from the platform your campaign is live on and Google Analytics.
Reviewing this will help you improve your campaign whilst it's live for optimum success. Read our blog to find out about the key stats that will help you improve your campaign.
Now, you're all set for your next ecommerce marketing campaign. It's time to go back to step one and research and learn what's changed since last time. Good luck!
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