E-Commerce 102: How To Run Successful Marketing Campaign

[Note: This is part of my learnings on E-Commerce, you can find the related posts here.]

A well thought out marketing campaign can easily drive your sales by 1x (and that is a minimum benchmark). When I first started out I experimented on many trials – from product offerings to landing page design.

And here I’m sharing few of my very own framework on crafting a successful e-commerce marketing campaign, in short, it is about:

Who is your target audience?

This is the most important factor that drives your sales.

What we *learned* from textbooks are segmenting them by demographics, psychographic, and whatever-graphics that you can think of.

I’ve tried all that and it didn’t really help me on defining my audience. I’ve then refined it to this:

Problem > Audience Profiling 

First, when we define a problem, it goes back to what is the product trying to solve. What is the solution that a product is giving?

For instance, if I’m trying to sell more of PC component Solid-State Drives (SSD), I know computer geeks would benefit from faster memory speed reading. So I’m solving a speed issue.

Second, who needs the product? Does all computer users need them? Not exactly. But I would assume heavy PC users would prefer them, which I’ll be able to pinpoint down to:

  • Gamers
  • Graphic Designers
  • Engineers

At this point, you should be able to drill down to specifics such as:

  • Age of these users
  • Software they use
  • Generic spending power

It is very important to note that, depending on the product offering that you’re trying to sell, targeting to different groups of people requires different value proposition.

For example, if I were to push RM 100 phone casing, iPhone users would be a better audience compared to Xiaomi users.

Why? If you would spend close to RM 4,000 on a device compared to RM 1,000, you would be likely to spend more to protect your device too.

The 2-6-2 Audiences

Regardless of what product that you’re selling (like the RM 100 casing example above), there will definitely be people who support them.

Assuming you are targeting the right group of people, how many of them would buy?

Based on my observation, they are generally categorized into 3 groups:

  • 20% who would really buy your product.
  • 60% who are interested, but not sure if they are buying.
  • 20% window shoppers, look look see see only.

As much as I wanted to say to have a “niche targeting”, but in a real scenario, you would have these people browsing around, even though if they are the right group of people that would buy.

For example, I’ve been looking for hood and hob since January, I’m the right type of buyer, but I’m just not buying yet even after browsing close to 15 retail shops.

The key here is to really understand your audience, and what is their perceived value, and finding ways to get them to browse – which is my very next point.

Note: If you are not really sure on your audience, a quick search on Facebook/Google and reading the comments/reviews that people write would greatly help you on that. 

Your Pulling Factor

We’ve known the pain point of your customers, now it’s about incentivizing them further to browse and take action.

The key here is to make them feel valued. Intrigue them.

Make them feel that they will get something EXTRA here.

For instance, an item priced at RM 30, is now RM 25 + free complimentary items.

How does that sound for you?

The solution to every business problem is not to simply lower your price.

It’s not always about discounting either. It’s about creating value.

It’s all about creating reasons for people to shop at your site, few things to ponder upon:

  • Is it exclusive?
  • Is it on special price?
  • Is it a limited edition item?
  • Crazy discount?

All these different pulling factors can be further repackaged into:

  • X% OFF
  • Product Bundling
  • Purchase with Purchase (Buy X Free Y)
  • Purchase with Purchase (Buy X Free X)
  • Free Shipping
  • Flash Sale
  • and much more.

But this is only the generic pulling factor of your campaign.

Remember I mentioned about the 2-6-2 audience earlier? To make the campaign successful, you will need few more gimmicks to attract people, for example:

  • Special discount for the 20% sure buyers
  • Special discount for the 60% not too sure buyers
  • Flash sale for 20% window shoppers

These pulling factors are essential in getting people to clicking onto your marketing campaign.

Other than getting people interested in your products, it is also crucial to note on your profit margin and expected sales figure.

“Aiya, what you say I also know lah, so what is the killing point here?”

Your Product Details Kungfu

We did a lot of things from value proposition to attracting them to arrive at your campaign landing page, now we have to make sure our product page are working fine as ever.

This is also crucial for the 60% audience. Why?

They have the need, but they are just not too sure if they are buying it from you.

If I’m interested in your product and you’re offering a very good deal, my next train of thought would be – just how trustworthy this merchant is?

And on any e-commerce site, the biggest place to build trust other than your store itself is the product details page, people would look for:

  • Clear product description (what you see is what you get)
  • What is included in the package
  • Payment details
  • Shipping information
  • Customer support
  • Store rating/reviews
  • User feedback and reviews

Long story short, it’s about managing your customer’s expectation by letting them know in advance what will they be getting.

Being upfront, simple and clear is key on product posting page.

Marketing Distribution

When it comes to distribution, admittedly I am a “kiam siap” (note: being mindful on spending) fella, so I’m more inclined to performance-based digital platforms, but regardless, here my thought process:

  • What kind of budget do I have?
  • Where is my audiences’ attention?

For generic campaigns, we can consider going for:

Media feature is normally the most costly, and influencers cost may vary. Think of engaging influencers as the smaller version of media feature.

Hermo Initial Investment on Influencer
When Hermo first started, they invested 50% of their capital on Jane Chuck. Source: eCommerce Milo Unboxing E-Commerce Entrepreneurs

Typically if your product is visual oriented, meaning to say fashion or healthy and beauty items, platforms such as Facebook / Instagram would work wonders for you.

With that being said, if your items say are long tail in nature, such as specific PC component, Adwords would work better as you can target a specific niche.

On the contrary, if you’re selling customized PC build, Facebook would work wonder too, simply because it’s visual.

Do take note that this goes way back to understanding your audience because we are only looking to distribute or advertise on the space that they are actively on.

Remarketing, Remarketing & Remarketing

Always remember to remarket your campaign.

It’s not just plain remarketing them with the same page over and over again.

If one were to visit your page, it means that your pulling factor works, but they dropped out because they couldn’t find what they want.

It’s about understanding your audience such as:

  • Where did they drop off?
  • What are they interested on?
  • What can you possibly remarket to them to regain their attention?
Simplified Remarketing
A super simplified remarketing flow.

The ROI of your advertising dollar heavily depends on how relevant your content is to your audience.

While the above mentioned are more of mainstream methods, what if I opted for something unusual such as giving exclusive offers on Facebook groups?

Don’t confine yourself to traditional channels only, be creative and find your niche’s low hanging fruit.

Happy selling!

In the next post, I’ll write about how merchants can build their own best sellers, cross selling and upselling.

If you’ve had your fair share on running campaigns, please do share with me your thoughts as I would love to hear them!

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