Designing a successful digital marketing campaign starts with getting the basics right, from setting a clear strategy and refining your messaging to building a landing page that actually converts. In fact, there are seven key steps that go into creating a digital marketing campaign to make sure it’s set up for success.
Check out these expert insights from the professionals at Create8 and get ready to put together an eCommerce campaign that truly delivers!
7 Steps to a Successful eCommerce Campaign
Step 1: Define your eCommerce campaign strategy and objectives
All successful eCommerce campaigns start with a clear goal defined by specific objectives. This goal dictates how the campaign looks and sounds, and how it will actually convert actions into sales. Whether you’re launching a new collection, promoting a sale or gifting campaign, or trying to encourage better customer loyalty, your strategy should directly influence the approach you take.
It’s important to set your KPIs early on. Be as specific as possible, and think about whether you want to target conversion rates, average order values, landing page bounce rates, or something else.
At Create8, we’re experts at optimising digital eCommerce campaigns, and we can help you develop a solid strategy and clear objectives. While we don’t conduct external ads or email marketing campaigns in house, we also have a team of partners by our side who can help you to achieve your campaign goals.
Step 2: Refine your campaign’s messaging
Copy is at the heart of most campaigns; and effective copywriting is what connects the dots between visuals, the offer, and the desired user action.
Use messaging in your campaign that creates an emotional connection with your audience or creates a sense of urgency – but remember, you don’t always need to ‘hard sell’. The goal is to hook attention through highlighting specific benefits, or evoking a particular feeling.
It’s also important to remember to tailor your messaging to your brand voice as well as your target audience, making sure you stay consistent while resonating with the right people. Who you’re speaking to should always shape the tone and style of campaign copy, and your brand as a whole.
Our digital marketing team are experts in writing copy that sells – without sounding too salesy. Whether it’s landing page content, buy now banners, or creative pop-ups, our team of experienced copywriters can write you brand-tailored, UX-focused copy that will streamline and refine your eCommerce campaign and put you on a path to success.
Step 3: Create a cohesive brand experience for your campaign
It’s important to remember that your website is your biggest brand asset. Regardless of whether you’re also running ads or email campaigns, the real brand experience starts on your site; because that’s where customers come to buy!
Your copy and design elements need to feel cohesive across all facets of your campaign. For example, your copywriting should complement product images, and your design choices should enhance the messaging (as well as advance SEO).
Most importantly, the creative direction of your campaign should match the overall vibe of your brand. Don’t forget who you are, or who your target audience is. Everything from the language used, to the style of hover states and how you approach FOMO nudges, should correspond to your brand identity. Not only will this build trust with your audience, but it will also contribute to brand awareness.
Step 4: Design a landing page that actually converts
When you’re building your landing page, make sure that it’s built for conversion. Landing pages are where the traffic lands first; so it’s important that they guide the user towards a clear action and leverage persuasive content like reviews, unique selling points, trust badges, and CTAs to push users towards the goal.
At Create8, we’re experts in creating landing pages and campaigns that focus on delivering your messaging visually and verbally. We can help you highlight all of the elements you need for your campaign to be a success, positional products, offers and insights exactly where they need to be. Our expert team can handle everything from UX and CRO to Shopify theme development and custom Shopify development, so don’t be afraid to reach out if you need help keeping everything high-performance and on-brand.
Step 5: Layer in UX nudges and campaign conversion tactics
When you’re building an eCommerce campaign, you also need to think about the user experience – from start to finish. It’s a good idea to use tried and tested UX trends and proven psychological drivers to shape the way your campaign is conducted.
Before designing your campaign or finalising copy decisions, create a UX wireframe to plan out where any promo bars, sticky CTAs, reviews, callouts, or progress/spend threshold bars will sit. It’s all about the user journey and how your audience will get from A to B, so have a proper think about how your campaign will be experienced by your audience.
When your user flow is optimised to reduce friction and increase AOV, you’re campaign is far more likely to succeed. And remember to optimise the layout for mobile as well as desktop, as mobile is how most users will view your content!
Step 6: Carefully coordinate all channels of your eCommerce campaign
Once you’ve finalised the UX, messaging and visuals of your campaign, it’s time to get it up and running. But you shouldn’t just set it live and forget about it; you also need to make sure that you’re promoting it consistently across all channels of communication, from the way you talk about it on social media, to the way you construct emails or promo text to push it out to users. You may also need to manage influencers and provide them with direct content guidelines, and integrate SMS or Klaviyo flows that match your specific campaign goals and objectives.
While the Create8 team can’t help with managing ads, emails, or influence outreach, we have a team of partners by our side who can. We can act as your internal branding and user experience team, so you’ll get hands-on support with execution, backed by creative expertise and a strategic focus.
Step 7: Conduct post-campaign reviews and optimisations
The success of your future eCommerce campaigns depends on how well you’re able to reflect and improve on this one. Once the campaign has been wrapped up, it’s crucial to review what went well and what didn’t, so you can use any key insights for next time. Check out analytics tools like Google Analytics, SemRush and AHRefs to see how well your campaign performed.
Consider reusing any high-performing assets in your ongoing comms, and bringing effective messaging points or particularly useful metrics (like conversions, heatmaps, scroll depths) forward to your next campaign.
Conducting a post-campaign audit is essential, and at Create8, we can help you to yield these actionable insights in any future campaigns, so you can stay on a path to success.
Ready to create a killer digital marketing campaign?
A successful eCommerce campaign is made up of more than just good ideas; it takes strategy, consistency, and expert execution. Refining your messaging and streamlining user journeys are also essential to turning your audience into customers.
Just remember, the strongest campaigns are those built with intention – where every word, image, and interaction is designed with engagement in mind. Take the time to truly plan, test, and refine your campaign content and it’ll do more than simply look good – you’ll get real results.
Leave the details to the experts…
To get the most out of your eCommerce campaign, it’s best to trust the experts. Get in touch to start your project.
