Sellercast: E-commerce Marketing Campaign Basics


On June 3rd, 2019 our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about setting up campaigns for your e-commerce business. Everything from social media advertising to email newsletter and even website design.



Andrew Maff:  Hello and welcome to Episode Number 30

Gina Milazzo:  That wasn't a three.

Andrew Maff:  Of Seller's Cast. My name is Andrew Maff.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  And today we're talking about e-commerce marketing campaign basics. So here's what we got today. So we're talking about marketing campaigns, we're talking about e-commerce specifically. If you're not watching this for e-commerce, go away.

Gina Milazzo:  See you later.

Andrew Maff:  So here's what we're going to talk about. First thing you've got to do, come up with the idea. So where do you come up with the idea for a campaign? You know what? Real quick, let's backtrack. What is a campaign? So a campaign is going to be basically your theme of your marketing over a certain period of time where it begins and it ends.

Andrew Maff:  So ideas on what to do for campaigns. My favorite thing is to download one of those really crazy calendars that says like, "Today is apple pie week," and then everyone eats apple pies all week, and that's it. Like one of those weird calendars so you can always have a backup idea.

Andrew Maff:  Otherwise, it would be standard holidays. You have, what's this summer? So you have Memorial Day, Labor Day. You have July 4th?

Gina Milazzo:  [crosstalk 00:01:18] July.

Andrew Maff:  [crosstalk 00:01:19] July.

Gina Milazzo:  Andrew's drunk all July, it's a holiday.

Andrew Maff:  Then you have events. So events that are happening. For some of you that watched this ... there was the whole Game of Thrones thing, could have done something for the final Game of Thrones episode.

Gina Milazzo:  The Bachelor [crosstalk 00:01:33].

Andrew Maff:  [crosstalk 00:01:33] she does, Bachelor, you don't watch it?

Gina Milazzo:  No.

Andrew Maff:  Good.

Gina Milazzo:  Andrew watches the Bachelor.

Andrew Maff:  Boom, big Bachelor fan.

Gina Milazzo:  Loves that, goes to bed every night-

Andrew Maff:  [crosstalk 00:01:39] the Bachelor, you can do something for the Oscars, you can do something for, think outside the event. Think outside the box for an event, and think towards what your community is actually interested in. So if your community is mostly bros who do certain stuff, you could do it for a football season coming up, or if you have family stuff you can cater towards more Memorial Day, doing barbecues. There's a ton of other reasons to have it. And we can do it just because you want to and you can create your own theme. You don't have-

Gina Milazzo:  That's [crosstalk 00:02:11] reason.

Andrew Maff:  You don't have to do it based around something, you can just do it. Sometimes it's even better to do it outside of an event because chances are other people are hopping on that bandwagon too, so you kind of don't really want to do it.

Andrew Maff:  Campaign, what do you do, how do you set it up, where does it go, all that fun stuff. My piece of advice? I usually say we want to be done and prepped with a campaign scheduled and live like a month out, give or take.

Gina Milazzo:  Ideally.

Andrew Maff: 
Yeah, exactly. So what do you prep? Schedule the time, let's say, let's do July 4th, right?

Gina Milazzo:  Sure.

Andrew Maff:  July 4th, I don't know what day it falls on, let's say it falls on, I think it's a Wednesday this year.

Gina Milazzo:  I think it's a Thursday.

Andrew Maff:  A Thursday?

Gina Milazzo:  Yeah.

Andrew Maff:  Oh, [crosstalk 00:02:55]. Thursday sounds right. So let's go with Thursday. On a Thursday, we want to start running ads, we're probably going to milk that following weekend too. So we're probably going to do Monday to Sunday or Tuesday to Sunday, something like that. Somewhere in there. So we'll run a whole campaign. So what do we want to do? We want to prep social imagery that is July 4th related through that entire time, so however often you're posting on social media you're going to want to make sure you have everything to be vaguely 4th of July related.

Gina Milazzo:  Themes, colors, fonts, make everything match. You want it to be recognizable that this is your brand in this campaign.

Andrew Maff:  Yep. Grab some firework emojis or something like that, use that. I really like it when brands change their banner and their profile image and they go all out.

Gina Milazzo:  [crosstalk 00:03:40].

Andrew Maff:  [crosstalk 00:03:40]. You don't like it?

Gina Milazzo:  Ah, the holiday season I think is the exception, because then it's like your whole brand is excited for the holiday.

Andrew Maff:  Yeah, that's true. I like it. You don't have to do it all the time. What else? Engagement, make sure everything you're doing for social is engaging and you're asking people to respond to something related to the campaign. So we're doing 4th of July, comment with a firework emoji if you think this, comment with a drink emoji if you think this. Make it all 4th of July related. Social ads, make sure same concept, make sure that everything is relevant around your July 4th, and then of course this is going to be dependent on what your end game is, where you obviously want them to go. So chances are you want them to buy something, that's the best thing that we suggest.

Gina Milazzo:  [crosstalk 00:04:32].

Andrew Maff:  If you have one product or just a couple, landing pages are always beautiful. If not, you're running them to the entire website, you're going to want to make sure the social ads are relevant to July 4th but then you're going to want to make sure that the site that they land on is also July 4th related. So you have a slider, or if you have anything on your homepage that you can change-

Gina Milazzo:  A pop up that comes up on your site, one of the first things they see when they land.

Andrew Maff:  Change the pop up, definitely change the pop up, that's the easiest one. If you have your shipping at the top where it says, "$25 off for whatever," change the color of that and make it as red, white and blue as possible. You can actually take, my design team will give you some serious credit for this, but you can actually take your color and then I think it's the little, I wish they were here to tell me if I'm right or wrong on this, but you can take the little number you get, the hex color and make it that shade of blue and that shade of red and that shade of white. So you can actually still remotely stay to your brand while not going like bright red, bright blue, not bright white, but-

Gina Milazzo:  Yeah. On theme.

Andrew Maff:  So your website, social ads, social pop ups, emails. You know email, super basic, don't overdo it. Don't annoy the crap out of them. Just because it starts on, what did we say, Tuesday to Sunday, if we're going to do that, we're going to email them probably Tuesday when it starts, Thursday for the actual 4th of July, and then Sunday, maybe Saturday for the final day. Then I don't want to bother them ever again, I don't want to overdo it.

Andrew Maff:  I also would exclude people who purchased between those days, so if you email them on Tuesday and you're going to email them again on the actual 4th of July you want to exclude people that purchased already because you're just going to annoy people at that point. You don't want to over piss them off and then they end up [inaudible 00:06:31].

Andrew Maff:  So usually everyone's logic is, okay, the campaign ends there, it ends on my website, they purchased, great, it's all over. But the other thing that you can do if you have more of a multichannel approach like we usually like to preach here, tweak your Amazon images so they actually have a 4th of July feel to them. Obviously you can't do it with the first one, but you can do it with some of the lifestyle images you should have. Or if you're smart and you have a store front, cater the store front to have more 4th of July feel as well.

Andrew Maff:  So no matter where you're pushing traffic, everyone knows that they're in the middle of your giant 4th of July extravaganza bombshell of America. America!

Gina Milazzo:  Whatever promotion you're running on your site, you can run it on your listings too. It doesn't have to be the same, it can be a little less.

Andrew Maff:  Yep. Anything else? That's all, cool. Who do I want to plug? I'm going to give it to HubSpot again.

Gina Milazzo:  Nice.

Andrew Maff:  I know.

Gina Milazzo:  We're going to start taking [crosstalk 00:07:30]-

Andrew Maff:  We just like the same software over and over, and the reason I want to give it to HubSpot is because, or any marketing software out there, if you can tag certain creative or certain things towards your campaign you can actually see how the campaign itself did. So next year when 4th of July rolls around and you want to do it again, you can see how the whole campaign did as a whole versus how one social thing did, how one email did, because it's all going to work together.

Gina Milazzo:  Bits and pieces, yeah.

Andrew Maff:  Yep. That's it, thanks for joining us, comment below and let us know if you have any questions, or let us know what you want us to talk about next week, and we will make sure to approach it. Or of course subscribe please por favor, and we will see you next week. Peace.

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