eCommerce Site Marketing Pre-Launch Checklist

In no particular order of importance.

Social

  • Social media content calendar for content that is relevant to your target audience. Content does not have to be centered around your product all the time
  • For bootstrapped businesses, engage a social media marketer from Upwork just to create “filler” content
  • For posts linking to original content, spend at least $5 on a boost.

SEO

  • Read this to get a good foundation: https://www.amazon.com/Art-SEO-Theory-Practice/dp/1449304214
  • The key pages to focus on for your ecommerce site in order of importance:
    • Homepage
    • Category page
    • Product page
  • Nail down the main keyword you want your homepage to show up for in Google
  • Adding a country modifier to a search term typically represents a high buying intent. e.g. adidas shoes singapore

SEM

  • Make sure auto-tagging is enabled
  • Keep your ad groups tight and use broad modified to zero in on buying related or “decision” keywords
  • Sync up Adwords to Google Analytics

Content

  • Creating content is expensive which is why you want to make every piece count. A good blog post that covers this is https://ahrefs.com/blog/long-tail-keywords/
  • Sync your content creation with our social media calendar
  • Understand the types of content along the buyers journey
    • Awareness
    • Consideration
    • Decision

Analytics

  • Set up and enable Google Analytics. Make sure you have enhanced ecommerce activated. For Woocommerce users, I highly recommend installing this plugin: https://woocommerce.com/products/woocommerce-google-analytics-pro/
  • Create a buyer dashboard that gives an overall view of who your buyers are. You can use this dashboard I created as a starting point: https://www.google.com/analytics/gallery/#posts/search/%3F_.viewId%3DTxWVm49eQKe59rq-bGBQ6w
  • There are numerous other dashboards in the Solutions gallery that is worth exploring
  • Think about the steps required for a transaction to occur. For example, if your “Sessions with product views” is low, then the chances of a transaction happening is going to be low as result. Take steps to improve each step using Google Analytics to guide you. You can take the free course here: https://analytics.google.com/analytics/academy/

Email

  • As you might already know, building a mailing list is vital to your business in the long term. Conversion rates from emails tend to be much higher than “cold” sources
  • The cheapest paid account for Mailchimp gives you lots of features including automated emails for cart abandonment. See: https://mailchimp.com/pro/
  • The minimum email marketing plan is to come up with 1 campaign idea each week. That means 52 for the entire year. There should be discounts given every 4-6 weeks to keep buying interest high. If you’re using an email software like Mailchimp, you can schedule the first email blast on Monday and replicate the exact email campaign but aimed at your subscribers who did not engage with the original email campaign. This allows you to send out 2 sets of emails per week around one campaign.

Technical

  • If you’re using WordPress, invest in a backup plan like https://vaultpress.com/
  • Make sure your site loads fast with https://tools.pingdom.com/
  • Check your page speed and mobile friendliness with https://developers.google.com/speed/pagespeed/insights/

Other

  • Set up Google alerts for terms and products relevant your business
  • Giveaways work well for building your mailing list. Use tools like http://kingsumo.com/apps/giveaways/
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WordPress Setup

This is a WIP post

WordPress

  • Permalinks URL structure
    • Custom structure /blog/%postname%/
    • Category base blog/category
    • Tag base blog/tag
  • Run the site through Google page speed analyzer
  • Favicon
  • Logo
  • Update the Shop page title using WordPress SEO by Yoast. SEO -> Titles & Meta -> Post Types -> Custom Post Type Archives
  • Install Wp-Optimize
  • Install W3TC
  • Install Autoptimize
  • Update Site title, email. Settings -> General

Woocommerce

  • Base selling location
  • Currency type
  • Notification email. Woocommerce -> Products -> Inventory

Analytics

  • Google analytics tracking code. Include demographic tracking snippet
  • Submit site to Google webmaster and Bing webmaster
  • Set up Goal conversion
  • Associate Google Analytics account with Google webmaster site
  • Insert Facebook conversion tracking pixel

SEO

  • Install WordPress SEO by Yoast

Social

  • Link site to G+ local business
  • Create Google authorship association
  • Link site to Facebook
  • Post all products to Pinterest
  • Post all blog posts to Google +
  • Post all blog posts to Twitter
  • Post all blog posts to Facebook
  • Create instagram

Images

  • Install EWWW
  • Check image size is correct.
    • Woocommerce -> Products -> Product Image Sizes
    • You will need to install Regenerate Thumbnails and run it

Cusomer Service

  • Zopim

Backups

  • Install updraftplus

Email

  • Install Mailchimp plugin
  • Add GA tracking code to Mailchimp