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How to plan promotional campaigns in e-commerce?

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The mere existence of an online store does not guarantee satisfactory sales results. The website should be constantly updated and improved. Long-term SEO efforts are also necessary to make your website visible in search engines. At the same time, it is worth running e-business promotional campaigns. See how they should be planned to bring the expected results.

Budget for promotional campaigns in e-commerce

The foundation of an efficient business in the e-commerce sector is a well-prepared budget. It should include, inter alia, funds to finance future promotions. Without it, their planning will be chaotic and the action may end in failure. It does not matter whether you prepare the budget annually, quarterly or monthly in advance – in each case you have to include expenses for promotional campaigns of your e-business. It is worth investing in both organic and paid activities. Thanks to this, you will avoid frantic search for funds or forced resignation from certain marketing channels. Remember that the costs incurred during the promotion are likely to pay off anyway. If online promotion is effectively implemented.

How to plan promotional campaigns in e-commerce?

Goals of e-business promotional campaigns

When your budget includes expenses related to promotional campaigns, you can plan them without unnecessary stress. Start by setting goals for e-commerce promotion. The effects you want to achieve can be, for example:

acquiring new customers,
increasing sales,
increasing brand awareness,
increasing the number of regular customers.

Then make a decision on what will be the subject of the promotional campaigns. It can be a selected product or a group of them, or even the entire assortment of the store. In each of these cases, the next step will be to determine the target group to which you will address individual promotional campaigns. In the e-commerce sector, determining specific recipients is relatively simple. You can obtain information on this subject, for example, from the Google Analytics plug-in. For example, if the promotion concerns a discount on all goods in the store, all you have to do is determine who most often becomes their customer and build a campaign on this basis.

The choice of marketing channels

This stage of planning a promotional campaign in e-commerce is probably the most important. After all, the campaign will have no effect if no one finds out about it. Therefore, make sure to inform both regular and new customers about the action. You can reach the former mainly through your own media. Place the message about the promotion in a visible point at the store’s website. If you run a company blog, prepare a special post about the action. Also create campaign-dedicated posts on your social media accounts. Be sure to write about the promotion also in the newsletter you send to your customers.

However, don’t limit yourself to only your own marketing channels. Use the potential of the virtual world and attract new customers by reaching them in various ways. Adapt communication methods to your target group. First, define how their representatives spend their time on the Internet. You can find young people on Tik Toku and Snapchat. For example, you can reach women through guest posts on lifestyle and parenting blogs. Use the help of your brand ambassadors and ask them to help you advertise your promotional campaign.

Also, do not forget about advertising on Facebook and in the Google search engine. You will find almost all internet users in these two places. Both in the case of sponsored posts and Google Ads, you can easily set the target group to which they will be displayed.

How to plan promotional campaigns in e-commerce?

The best moment for e-commerce promotions

Time to answer the question about the best moment for e-commerce promotions. It depends, of course, on the industry to which your business belongs. However, there are days or periods of the year when most brands choose this type of campaign. Among them, we can distinguish, for example:
the pre-holiday period, days dedicated to specific people (grandmother’s, father’s, women’s day, etc.),
Black Friday.

This is when your direct competitors will run various promotional campaigns. So you can’t be left behind. In the pre-holiday season and around Black Friday, you can organize campaigns in almost every e-business. Dedicated days should be adapted to the industry. The toy store should step up before Baby’s Day, and the online florist’s before Mother’s Day. If you offer home decorations – the perfect moment for a promotional campaign in e-commerce will be the period of spring cleaning, when most consumers want to renovate their apartments.

An interesting solution is to set the date of a promotional campaign based on the analysis of sales results in previous years. Thanks to this data, you can easily determine in which months your profits were the lowest. To prevent a repetition of the downward trend in the current year, plan promotions for this time. The inflow of new customers and the revival of activity among those regulars will allow for the leveling of the forecasted losses.

The technical side of the promotional campaign

Before you even start your campaign for good, take care of its technical side. Prepare for increased traffic to your store. Will the servers withstand such a load? Will the business deal with the increased number of orders, and will the employees keep up with customer service and parcel shipping? The marketing side of an e-business promotional campaign is only half the battle. Everything should be buttoned up to the last button also in terms of technical issues. Even a few seconds of increasing the loading time of your online store can discourage a potential customer and lead to a drop in conversion rate. Before starting the action, make sure that everything is working flawlessly.


Although it is known that SEO is long-term activities and positioning will not work right away. For this reason, should you not invest in these activities in the event of a discount? No! Positioning has great potential, but you should know how to use it. Therefore, the best way to support promotional campaigns through positioning is definitely to set up a separate subpage. It is worth having a separate tab with promotions, where new products will appear regularly. The subpage will gain more and more traffic and a better position on Google, thanks to which organic positioning will help you effectively promote your promotional activities.

How to plan promotional campaigns in e-commerce?

Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.

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