How to Create Successful Marketing Campaigns for Your Online Store
I still remember my first day in college. I was sitting in class. My professor dramatically walks in and says; know your audience, have a plan, hit the mark and never forget to ask for feedback.
That’s all there is to marketing and all there ever will be.
Sounds easy right?
That’s what I thought when I left that class, a few years later and I’m here to tell you it’s a wee bit more complicated than that.
In this blog, I’ll walk you through 4 key steps you need to master in order to create successful marketing campaigns for your online store.
1. Knowing your audience
A customer profile will help you identify who your customers are, their likes and dislikes. Knowing your audience will allow you to create more targeted ads leading to more conversions
To identify your audience you need to ask yourself these 10 questions:
- What is my customer’s gender?
- What is their job role or title? (A question like this could have multiple answers. It’s alright.)
- What is their net household income?
- Where are they located?
- How educated is your target audience?
- How often do they buy off the internet?
- What are their pain points?
- Where do they go to look for products like yours?
- What are their most used social media channels?
- What publications or blogs do they read?
These questions should help you deep dive into your buyers’ persona.
Don’t worry if you don’t have all the information in hand. The purpose of this is to gain an overall understanding of who will buy your products.
If you feel like you need to know more about your buyer you could also conduct market research to learn more about your customers.
Market research entails:
- Conducting interviews
- Focus groups
- Distributing flyers
Identifying your audience will allow you to connect with them and convey your message in a better way.
Once you know who they are you can start resolving their pain points which will definitely make it easier to achieve your objectives.
Now, that you know who to talk to, how about we find out what you’d like to say.
2. The Plan
George Washington very wisely said, “We must consult our means rather than our wishes.”
Before you create your objective it is important for you to know what your limitations are.
To know what your budget should look like you can refer to your old campaigns and see what worked for you, Google Analytics will help you track your past data.
Use Google Analytics to assess the most economical digital channel. Identify a channel that will allow you to gain the most impressions and conversions at a low cost.
If your paid promotion strategy is not able to drive the performance you desire, reallocate your budget into a channel that will drive you to your goal.
You shouldn’t be taken aback if your budgets are low. You can always bank on influencer marketing and the go-to organic channel – email to create brand awareness, generate sales and develop relationships with existing as well as new customers.
Create a well-defined budget, it will make the process of creating a well-structured plan far easier.
Pro Tip: The hardest part of any budget is sticking to it.
Objectives. Strategies. Tactics
To make it easier, let’s go ahead and break down planning into:
While creating a plan it’s essential that you understand the difference between the three.
An objective is the final result that you want to achieve.
Like driving 500 orders using Facebook ads. An objective is your final goal.
A strategy is a well thought out idea of how you intend to achieve your objectives.
So, putting out only products that are on sale would be a strategy to speed up the rate of purchase.
Tactics are methods you use to execute the strategy to achieve your goals.
Spending $50 per day and retargeting website visitors is a tactic.
It’s very important to have a clear set of objective and strategies. While you create your objectives ensure that they are concrete and achievable.
It makes no sense to create a goal that surpasses your budget and your teams’ bandwidth.
After you set your objectives straight, reel in your team to create a robust strategy and a few awesome tactics.
The more heads you put into creating tactics the better. Tactics may or may not hit the spot right away so, the more ideas you churn out the better.
You need to be on your toes while your campaign is running.
For e.g., if Facebook is not working for you, experiment on Instagram or Google instead.
3. Hitting the mark
The first question you should ask yourself is do you want to sell a product or an emotion.
I believe that selling an emotion lets you have a deeper connection with your audience. It allows you to create a bond with them.
Notice, subconsciously every brand is selling you an emotion.
Take a look at any Nike commercial, they always compel you to push yourself.
Apple for that matter is a pioneer in this kind of advertising. Do you really want me to elaborate on how using an iPhone makes one feel a cut above the rest?
Take a look at the commercial for the masterclass with Chris Hadfield.
Between the two of us, I took the class *Facepalm*. I just had to, it made me want to go outer-space and experience the same things he did.
If I were to break it down. The whole video is about his experiences, talking to you about how it feels to be in outer space.
Notice how they talk about the features of the class only for a few seconds towards the end.
At no point in time is he asking you to take the class, rather asks ‘Are you the one who’ll find that one little-fossilized flower on Mars?’.
Just having said that involves you in the process. It makes you believe you can also be a part of exploring the universe.
It evokes an emotion.
Doesn’t that sound like a heavy task?
To be honest it’s a very difficult task to create such a perfect campaign.
Especially for online marketing where such an elaborate commercial is not everyone’s cup of tea.
To market online you’ll need to use more efficient tactics while imbibing these principles.
And if someone tells you they know what they are doing and is going to give you a definite outcome.
Trust me they are lying. I won’t lie to you and tell you that I have a magical solution to crack this.
All I’ll say are here are a few tips that have helped me achieve some success on different marketing channels:
Even if it has been a week for you in the marketing world, you know Google is the king of the hill. Google may have cut-throat competition but if you crack it, you’ve completed 50% of the work.
Here’s how it works.
Before placing a bid Google assigns you with a quality score. This score depends on your click-through rate, relevancy and where your ad leads the customers. This score determines the cost of the keyword you’d like to bid for.
Let me inform you it’s very hard to outsmart Google. Here’s a link that should help you explore keywords and slay Google AdWords.
Pro Tip: Google Ads are intent based and that is why if you get through, you’ll get a great response.
Check this out, if you’re looking to automate the entire process of marketing your online store on Google.
Facebook is a great place to advertise your business especially if you sell fashion.
It allows you to display visually appealing creatives to push your product. Facebook has an excellent targeting system, therefore, it is important that you know what interests your target audience.
For e.g., if you sell sporting goods, you’d like to target individuals who have an affinity towards going to the gym, outdoor adventure sports, health and so on.
To top that off they have this amazing feature where you can target a lookalike audience.
A lookalike audience is a group of people who have the same interests as your current customers so, this helps you tap into a new customer base.
If that wasn’t enough creating ads on Facebook is really easy and Facebook ad manager is very easy to use. Here’s a link to how you can get started.
Facebook also provides you with Instagram ads which are really picking up in the industry. It helps in targeting the mobile-friendly youth.
Only 1 percent of Internet users actively create new content, while the other 99 percent of the participants simply view it.
Content marketing is when you create, distribute and manage long-form content (videos, podcasts, online courses).
Use content to drive awareness among your potential customers, once they know what their pain points are, use content to discuss how you could help them solve their problems.
This helps create a deeper bond and forms trust with your customer.
Content marketing may seem easy but creating content is only step 1. Make sure you have quality content with the right topics, topics your target audience wants to read about.
Once you’ve met these two parameters of creating content, optimize for SEO and optimize it for your readers.
Optimising your content is necessary, as content marketing is a long-term investment unlike paid marketing but has a higher payoff.
Don’t be let down if your content marketing strategy does not pick up instantaneously. The wait is worth it as content marketing will help you drive relevant audience to your online store.
Give it time and you’ll definitely reap its benefits.
91% of Americans want to receive promotional emails. (MarketingProfs)
It may seem unlikely but email plays a large role in e-commerce marketing.
Use your website to capture email addresses of your visitors.
You can do this by asking them to fill a form before they view content on your site.
Use free ebook downloads, white paper downloads, free service trial and other such offers to help you fill your funnel.
It is unlikely that the people visiting your site will buy from you on the first go. Doing this allows you to capture more leads that you can nurture later on.
Email marketing is a very cost-effective way to reach out to your customers and also easier in comparison to the other methods.
Organic Social Media
Social media is a no-brainer.
Literally, all your customers are on social media.
Use social media not only to talk about your products but also to create social proofing, which is very important.
Use social channels to inform your users about your product updates, new fashion or to spread your content all over.
The hard bit on social media is identifying who your customers are, their most active channel and how do you approach them.
If you answer these three questions you’ll crack social.
You should check out the list of 7 social networking tools put together by JumpSeller that will help you achieve your social media goals with ease.
4. Don’t forget feedback!
Closely monitoring your online campaigns will help you gather feedback from your customers.
You can find out how well your ads resonate with your audience by simply identifying the right metrics to track.
Track how many impressions you get, how many people click on your ad, track your reach and your conversion rates to get an idea on how your ads are performing.
You can setup heat maps on your website to understand how a customer interacts with your website. It will help you assess how you can modify your ads landing page to perform better.
You can use any E-Commerce marketing platforms to track your performance and analyze how your campaigns perform.
An effective marketing campaign is creative, well constructed and talks to the audience. Don’t overthink the whole process. successful marketing campaigns are easy to achieve if you just offer something new.
Remember who you are making it for and try to personalize it for them you’ll have a smooth sailing.