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Ecommerce Campaign Checklist

Ecommerce Campaign Checklist

By Liz Coulson, May 21st 2020

In this article, we talk about the key stages you have to take when launching your mini-campaigns and larger campaigns for your ecommerce store. We've included a handy checklist at the end of the post so you can be sure you've ticked everything off of your to-do before hitting the nerve wracking 'launch' button.

Step 1: Plan Your Content Calendar

Take a look at national awareness days and events; these are days, and sometimes weeks, that pop up throughout the year that highlight different themes and topics, for example National BBQ Week. There are some bizarre ones that will make you chuckle and some that might fit your products perfectly!

Campaign Planning 

It's time to get to the nitty gritty and the exciting bit, campaign planning. Are you going to have your campaign running for the entirety of a season or have a range of mini-campaigns around the national awareness days you've researched? Perhaps you'll do both. Once you've decided, you can apply our checklist to your campaign.

Step 2: Decide Which Products You're Promoting

Make a list of the products you can promote: considering your business objectives and the appeal of them for your audience. You have many different choices here (depending on your campaign type) a handful of your most popular products, older stock you're keen to sell ready for the next season or perhaps a bundle or hamper of products that compliment each other or your campaign. Then decide which products you're going to promote for your campaign.

Step 3: Create a Theme

If you've chosen to have a season-long campaign, create a theme to make your messaging stand out from your typical messaging, without going off-brand. This will show your audience that your campaign is something to get excited about. Consider things like colours, hashtags and tone of voice.

If you're participating in a national awareness day, it's likely to already have an established theme. So people can associate your campaign with the event, use their theme as much as possible; if you don't want to use their colours, use the hashtag as a minimum so you're listed under the posts using that hashtag if people wanted to explore further.

Step 4: Research Keywords and Phrases 

Take your time researching your business', products and campaigns keywords and phrases; you'll be using them throughout your campaign. There are many free websites you can use including Google Keyword Research and Ask the Public. 

Using the keywords and phrases you've researched, plan the content you're going to use for your campaign. If done far enough in advance, you will have plenty of time to create and update your content to answer any questions and ensure you have enough keywords and phrases to take advantage of different marketing strategies.

Step 5: Search Engine Optimisation 

Create and update content to optimise your website and marketplaces, use keywords with a high and low search rate and create how-to and buyer guides that include key phrases and answer questions. If done well, you will increase your organic search traffic to your website – which won't cost you a penny.

Step 6: Create Your Landing Page 

You will need a landing page if you're launching a large campaign; it's where people will be directed to from your marketing channels. It has to give people more information about your campaign and direct them to make your desired action. Don't forget to apply your keyword research here too and create a strong, clear call to action.

There is room to get imaginative on your landing page too. For example, if your campaign is a sale that's on for a limited time, you could have a countdown timer on there. This will capture peoples' attention and increase their FOMO (fear of missing out).

Step 7: Search & Display Adverts 

Using the keywords and phrases you have researched – and eye catching campaign details – you can create your search and display adverts. 

Google Keyword Research will give you an estimated cost per click for each of your keywords; your more generic keywords will be a lot more expensive because they're more competitive. 

There are many different targeting options for both types of adverts, if you choose to use this marketing strategy, you need to look into which targeting options are most relevant and successful for your business if you haven't previously. 

Step 8: Create Social Media Posts

Social media is a great channel to promote your campaign, and it's suitable for all budgets. 

To make things easier in the long run, create a social media content plan for both your organic and paid posts and include post ideas, for example: 

  • Monday 18th May – Introduce campaign with a 'coming soon' post
  • Thursday 21st May – Publish a user-generated post of one of the campaign products
  • Saturday 23rd May – Post a countdown to the campaign start date

You don't have to follow your plan to a T all of the time, but it will give you inspiration a few weeks down the line and help make sure you're still posting when you have 101 other things to be doing.

If you have time, sit down and create content and graphics for your social media channels. You can then get them scheduled in for the upcoming months and post content that can't be scheduled like stories, user-generated posts and competition updates.

So, what can you use on social media? 

  • Header
  • Normal posts
  • Pinned posts
  • Boosted posts
  • Adverts (test different targeting options) 
  • Hashtags
  • Engage with other accounts like local Twitter Hours

Step 9: Email Marketing 

Create an email marketing plan, considering what messages you want to communicate to your different audiences and when the best time to do this would be. If you have time now, think about the different personalised messages you can send to your segmented audiences, for example your loyal customers vs your one-off customers. 

You should try and communicate new messages at the same time across your channels. This is why it's a lot easier to have a plan to refer back to. And, if you have time, create email templates for you to use (just like social media), you will have more time to pack your orders up!

Step 10: Review Your Campaign 

Continuously review your campaign to ensure that you're meeting your objectives. Key stats to keep an eye on as you review and adapt your campaign can be seen here

Once your campaign is finished, conclude it with as much useful information as possible so you can learn and make improvements for your next campaign. Don't forget to analyse your sales and compare them to last year to see how much you have improved.

Save your valuable time by managing your ecommerce orders and delivery from one place with Despatch Bay.

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Ecommerce Campaign Checklist 

Plan Your Calendar

[  ] Look for national awareness days and events you can participate in

[  ] Start thinking about your big summer campaign of the year! 

Campaign Planning

Decide Which Products You're Promoting 

[  ] Make a list of the products you can promote during your summer campaigns

[  ] Decide on the products you are going to promote for your mini campaigns and the main event. 

  • Is it going to be a handful of individual products?
  • Is it going to be a bundle/hamper of products?

Create a Theme

[  ] Create the main theme of your campaign

[  ] Look into the themes for your mini campaigns

Research Keywords and Phrases 

[  ] Find out your campaign's keywords and phrases

  • Think about optimising your website and marketplaces 
  • Plan the content you can write for your campaign

Website & Marketplace Updates 

Search Engine Optimisation  

[  ] Create and update content to optimise your website and marketplaces

Create Your Landing Page

[  ] Create content for landing page 

[  ] Confirm design for landing page

[  ] Test landing page 

[  ] Launch landing page

Website
[  ] Update your header on your website to promote your campaign

[  ] Create blog content

[  ] Find blog imagery 

[  ] Schedule blogs

Search & Display Adverts 

[  ] Research different targeting options for Google Ads

[  ] Create your search and display adverts (content and graphics)

[  ] Schedule your adverts – you don't have to utilise both search and display adverts.

Social Media 

[  ] Create a social media content plan

[  ] Write content and create graphics for your posts – scheduling where possible

[  ] Update your headers to promote your campaign

[  ] Continually update your social media pages with content you can't schedule e.g. stories and user-generated content

Email Marketing 

[  ] Create email marketing content plan

[  ] Create content for emails and schedule where possible – don't forget to personalise your content depending on your audience list.

Review Your Campaign 

[  ] Review your different marketing channels to gather useful metrics 

[  ] Update your marketing campaign to make it more effective

Hopefully, our post has given you some marketing ideas to think about for your summer campaign. Remember, consistency is key! Creating plans and using our checklist will help you achieve this and make it much easier for you. Let us know how you get on.

Save your valuable time by managing your ecommerce orders and delivery from one place with Despatch Bay.

Learn More