Running a successful marketing campaign on an eCommerce store is a bit of an art. It’s a whole load of factors including themes, product choices, creative decisions and more coming together in perfect harmony to push you towards achieving your marketing goals. Have you ever had any of your marketing campaigns run like horses on steroids or go flat like a fizzless cola? Well we all have, here a quick checklist of sorts for running a great promotional campaign.
Campaign theming for marketing
Start with listing out all the possible theme options. The ideal theme for a marketing campaign should factor in the target personas, any current trends you want to capitalize on among others. Here’s a great example of a holiday themed marketing campaign page.
The theming on the above promotional campaign reflects the copy perfectly in recreating a feeling of wishes and is themed to capitalize on people’s interest in taking vacations. The presence of a celebrity does add a lot to any promotional campaign. Occasionally eCommerce stores rope in celebrities to run themed marketing campaigns, here’s what it might look like.
Of course how deep your pockets run is an important factor in deciding whether you can do this or not.
Choosing the right campaign medium can make or break any eCommerce marketing campaign, people on different platforms tend to behave differently and it is very important to account for this when choosing themes for a campaign.
Some other important factors to consider include the target location and from there location specific interests and the purchasing capability of the target audience. Once you’ve listed down your theme choices pick the right one for you based on your campaign timeline and affordability.
Picking the right products for your marketing campaign
Once you picked the right theme from among your choices, the next thing to do is to pick the right products, create a great product mix and ensure maximum conversion. The primary thing to keep in mind while picking products for your marketing campaigns is how they fit the demographic you’ve selected for your promotional campaigns. Say a baby trike bike is not very likely to appeal to a target demographic of mid teens.
There’s also a insight driven aspect to choosing the right product for any campaign, on MineWhat users can get insights on product-shopper interactions from specific locations, traffic sources, demographics and more so they can pick out the right products for their marketing campaigns.
It also helps to create a wide enough varied product mix so there’s enough options for shoppers to experiment with while still remaining within the theme of the marketing campaign. This will also help with creating enough cross sell and up-sell opportunities. Picking the right brands will let you co-market your campaign online(i.e) capitalize on any of the marketing efforts done already on those brands.
Most marketing campaigns will require specific creative effort. Good product photography is going to be a big part of this and while we are on the topic, here’s a blog we wrote a little earlier on how to get started with product photography for your eCommerce store.
It is always a good idea to to create specific landing pages according to the traffic sources for each of your shoppers. Your shoppers interact with each of these traffic sources differently and for different purposes, its very important to factor in this in while creating landing pages. Say for example a landing page for facebook has to designed to engage prospective shoppers in a more fun way than something like google search.
Another important thing to include as part of the creative process and later as well is to optimize the campaign for social sharing. Pinterest is shaping up to be a very interesting place for eCommerce marketing with about 44% of all the eCommerce specific shares so say optimizing images for sharing product images on Pinterest will definitely go a long way.
Pick the right medium to tell people about your campaign
Data indicates that Pinterest had the major share of of eCommerce based shares at 44% in 2013 . Facebook was a respectable second with 37% of eCommerce specific shares and Twitter had only about 12% of shares. Again each of these mediums interact with people in different ways and fulfill different purposes. While a Google search for “Adidas shoes size 7” might indicate more of an intent to purchase, similar behavior on Facebook might be more hard to come by.
A/B testing is the name of the game here. Run small campaigns across each of these platforms to determine which one is the best for you. If you do have the budget to spend on a marketing campaign across all these platforms this activity would give you some information on deciding on how to distribute your marketing spend across all these platforms.
Email is another great medium to use for campaigns. Email open rates in 2013 were at around 22% for the eCommerce industry. There were some interesting developments on the email front last year, Gmail began displaying images in emails by default. This will help immensely in sending out great, visually engaging email campaigns.
Post landing actions
The medium specific pages you designed for your marketing campaigns will come in here again. Say a Shopper coming in from Facebook might not directly inclined to make a purchase right away, so giving them something fun might keep them engaged long enough for you to show off some of your products. Simply gamification will also help.
The same logic applies vice-versa too, a shopper coming to your site from a very specific long tail search on google might be more inclined to make a purchase right away. In cases like that it is best to ensure that there is no distractions for them. You can always create opportunities for cross or up sells once they are through with the purchase.
Find out more about converting your shoppers to buyers here with a free downloadable white paper.
Measuring and Refining your marketing campaign
When everything is said and done it is all about the bottomline on your marketing campaigns. While analysing click stream data will definitely be helpful it will take you only so far. MineWhat enables eCommerce stores to not just measure their campaign efficiency, they can also create their own insights on the products in the campaign alone to refine the campaign as it goes along.
Some other good tools to monitor campaigns include