How to Launch Sales in an Online Store: The First 45 Steps

The final step after optimizing your website for SEO is to add a link to your online store on all your social media platforms. If you don’t have accounts yet, we recommend creating profiles on the following social networks:

Instagram Business
Pinterest Business
TikTok business

The main platforms where you can create an online store account:

• Instagram
• Facebook
• Pinterest
• TikTok

After selecting the platforms, it's essential to properly set up your profiles.

Logo:
Use your company logo as the profile picture.

Description:
Clearly and concisely describe what your store offers. Highlight your unique selling points (USPs).

Contact Information:
Make sure your contact details are easy to find.

Links:
Add links to your website and other social media accounts.

Example: On Instagram, an online store profile may look like this:

On some platforms, you can set up fully integrated online stores:

• Facebook/Instagram Shops
• Pinterest Shopping
• TikTok Shopping

Various content formats help attract and retain your audience's attention:

• Product posts with photos
• Long product reviews and short videos for Shorts, Reels, or TikTok
• Stories
• Live streams

We recommend starting with posts, short videos, and stories.

Main Content Themes:

• Product Posts: Highlight the features and benefits of your products.
• Lifestyle Content: Show how your products fit into the everyday life of your customers.
• Customer Reviews: Share real reviews from satisfied customers.
• Promotions and Discounts: Keep your audience informed about current offers.

Create a content calendar for the upcoming month:

1. Identify key dates: holidays, sales, and important events.
2. Organize content types: alternate between product posts, video reviews, customer testimonials, etc.
3. Incorporate a regular posting schedule, such as: For example, "Monday — New Arrivals," "Wednesday — Customer Reviews."

Tailor your content strategy to align with specific goals, whether it's attracting new followers, boosting engagement, driving sales, retaining customers, or encouraging repeat purchases.

Below are recommendations for both posts and short videos based on each goal:

Attract New Followers

Post Ideas

• Viral Appeal: Share highly shareable content like memes, challenges, or trending topics.
• Educational Value: Provide helpful tips, how-tos, or infographics that resonate with your target audience’s interests and needs.

Reels Ideas

• Use trending challenges or audio to grab attention and reach new audiences.
• Share quick, actionable tips or hacks that users will want to save or share.

Boost Engagement

Post Ideas

• Host polls, quizzes, or giveaways to encourage interaction.
• Share relatable customer reviews, behind-the-scenes content, or interesting brand stories.

Reels Ideas

• End videos with a question or prompt to spark comments and discussion.
• Create interactive videos, such as "Would you rather?" or audience polls.

Drive Sales

Post Ideas

• Highlight your product’s key features and benefits with visually appealing photos and videos.
• Post customer success stories or influencer recommendations.
• Announce exclusive offers, discounts, or seasonal promotions.

Reels Ideas

• Showcase your product in action, focusing on how it solves a problem or meets a need.
• Share short testimonials or unboxings.
• Promote flash sales or time-sensitive deals to create urgency.

Retain Customers and Build Loyalty

Post Ideas

• Share updates about your business, such as new arrivals, upcoming launches, or milestones.
• Offer exclusive perks for followers, like early access to products or limited-time offers.
• Respond to comments and messages to build a stronger community connection.

Reels Ideas

• Share sneak peeks of new products or behind-the-scenes footage.
• Highlight exclusive offers for loyal customers.
• Use Q&A videos to address follower questions and build trust.

Encourage Repeat Purchases

Post and Reels Ideas

• Share tips or guides for maximizing the value of your product.
• Promote complementary or bundled products to previous buyers.
• Announce loyalty programs or reward systems to incentivize repeat customers.

Social media algorithms are designed to promote relevant and engaging content, offering significant opportunities to expand your reach. Here's how to optimize your content strategy across major platforms:

Instagram Algorithms

Feed Ranking Algorithm:

• Post engaging images/videos with concise, attention-grabbing captions.
• Maintain a consistent posting schedule to stay visible and attract new followers.

Explore Page Algorithm:

• Use hashtags relevant to your products and target audience.
• Add geotags to help your content appear in location-based search results and recommendations.

Stories Ranking Algorithm:

• Regularly share Stories that highlight your products in use or provide behind-the-scenes insights.
• Incorporate polls, quizzes, and direct questions to boost engagement—key for ranking Stories in followers' feeds.

Reels Algorithm:

• Publish short, creative videos featuring your products, leveraging current trends and popular music tracks to gain visibility.
• Focus on delivering entertaining or informative content that resonates with your target audience.

Shopping Algorithm:

• Set up and optimize your Instagram product catalog, ensuring detailed descriptions and high-quality images.
• Keep your catalog updated with new products, sales, and seasonal promotions to drive conversions.

Account Recommendation Algorithm:

• Interact with accounts and brands in your niche through comments, likes, and direct engagement.
• Foster community connections by actively engaging with potential customers and industry influencers.

Facebook Algorithms

News Feed Ranking:

• Share engaging visual content, such as product photos and videos, with concise and compelling captions.
• Encourage interaction by posing questions, sharing polls, or hosting giveaways to increase visibility.

Groups and Communities:

• Create and manage a Facebook Group for your business, where you can directly connect with your audience.
• Participate in niche-related groups by providing value and sharing your expertise.

Marketplace and Shopping:

• List your products on Facebook Marketplace to tap into local and niche audiences.
• Optimize product descriptions and include clear, high-quality visuals to enhance discoverability.

Use audience engagement tools:

• Polls and quizzes
• Contests and giveaways
• Q&A
• Challenges
• Responding to comments
• Likes and shares
• Sharing reviews
• Branded hashtags
• Personalized offers and discounts

We recommend starting with giveaways. They are a powerful tool to attract new audiences, increase current followers' engagement, and boost sales.

Define the purpose of your giveaway

• Growing your follower base
• Increasing engagement
• Promoting a specific product
• Collecting user-generated content (e.g., review)

Choose a prize
Select a prize that appeals to your target audience:

• Products from your store
• Gift certificates
• Exclusive offers or discounts

Create participation rules
Keep them simple and easy to follow:

• Follow your account.
• Like the giveaway post.
• Leave a comment (e.g., tag a friend).
• Share the post (optional).

Create the post
Ensure the post is visually appealing and includes all essential details:

• An image or video of the prize
• A clear description of the participation rules
• Giveaway end date
• Promote the giveaway:

Promote the giveaway
Use all available channels to promote it: social media, email newsletters, partners, and influencers.

Conduct the giveaway
Use randomizers to select a winner fairly: Random.org, Comment Picker. Record the selection process on video to ensure transparency.

Announce the winner
Make a separate post or story announcing the winner. Reach out to them via direct messages to confirm prize delivery details.

Here's a step-by-step guide for setting up campaigns on Instagram and other platforms.

Instagram

1. Switch to a Business Account:

• If you have a personal account, switch to a business account in your Instagram settings
• Ensure your Instagram account is linked to a Facebook page for better ad management

2. Set Up Facebook Business Manager:

• Visit https://business.facebook.com and create an account if you don’t have one
• Connect your Instagram account to Facebook Business Manager

3. Access Ads Manager. Log in to Facebook Business Manager and select Ads Manager from the menu

4. Create a Campaign. Click on “Create” to start a new campaign

5. Select Your Campaign Objective. Choose from options like “Traffic,” “Conversions,” “Engagement,” or “Reach.” The objective depends on your business goals

6. Define Your Target Audience. Use parameters such as location, age, gender, interests, and online behavior to narrow down your audience

7. Install the Facebook Pixel (if applicable). For tracking website conversions, set up the Facebook Pixel

8. Choose Placements. Select ad placements like Instagram Feed, Instagram Stories, and Instagram Explore

9. Set Your Budget and Schedule

10. Choose Your Ad Format: image, video, carousel, or collection ads

11. Create and Upload Ad Content . Upload visuals (images or videos), add headlines, descriptions, and a clear Call to Action (CTA), like “Shop Now” or “Learn More.” Ensure your content meets Instagram’s format and size requirements

12. Add Links. If the goal is traffic or conversions, include a link to your website or landing page.

13. Review and Launch. Double-check all settings and preview your ad to ensure accuracy. Click “Publish” to launch the campaign

14. Monitor Campaign Performance. Use Ads Manager to track metrics like impressions, clicks, and conversions. Adjust audience targeting, budget, or creatives based on the results

TikTok Advertising

1. Set Up a TikTok Business Account. Visit https://ads.tiktok.com and create an account

2. Define Your Campaign Goal.Select objectives like Traffic, Conversions, or Video Views

3. Target Your Audience. Use demographic, geographic, interest-based, and behavioral targeting options to refine your audience

4. Select Ad Formats. Choose between In-Feed Ads, TopView Ads, or Branded Hashtag Challenges

5. Create Eye-Catching Content. TikTok content is fast-paced and creative. Use trends, transitions, and short, engaging videos to connect with your audience

6. Set Your Budget. Choose a daily or lifetime budget for your campaign

7. Launch and Monitor. Publish your campaign and track its success in TikTok Ads Manager. Optimize content or targeting based on performance metrics

Tips for running successful campaigns:

• A/B Testing. Experiment with different ad creatives, targeting, and formats to find the most effective combinations
• Optimize Creatives. Regularly refresh your visuals and CTAs to avoid ad fatigue.
• Track Metrics. Use data analytics tools to monitor performance and fine-tune campaigns for better results

You can create a semantic core (list of keywords) using the following tools:

• Google Keyword Planner
• SEMrush
• Ahrefs Keywords Explorer

Alternatively, you can hire freelancers for this task. The average cost for keyword research on freelance platforms like Upwork is around $40–$60.

Keywords are classified based on frequency. These queries can be divided into three categories:

• Low-frequency keywords: These are queries with fewer than 100 searches per month, or sometimes up to 1,000.
• Medium-frequency keywords: These are queries with up to 1,000 searches per month, occasionally up to 5,000.

High-frequency keywords: These are queries with 1,000 or more searches per month.

Once you've compiled your list of keywords, it's essential to check their search frequency and competitiveness using the following tools:

Google Keyword Planner
SEMrush
Ahrefs Keywords Explorer

At this stage, it's crucial to decide on your strategy:

— Do you want to compete with large e-commerce brands for a high-frequency keyword like "children's clothing"?

Or

— Do you want to target low-frequency keywords, such as "buy luxury baby clothing"?

Based on the selected keywords and content formats, compile a list of topics for your content.

Create a content calendar to plan and schedule the creation and publication of content consistently.

Now it’s time to create the content. Ensure that it is high-quality, informative, and tailored to the interests of your audience.

Optimizing content for search engines (SEO) will help you attract more organic traffic.

How to optimize content:

• Write 100% unique content that answers the questions of your audience.
• Use keywords naturally, avoiding overuse.
• Structure the text with headings, lists, and paragraphs.
• Include the main keyword in the title (H1).
• Create an attractive and informative meta description of up to 160 characters, including keywords.
• Use subheadings (H2, H3), incorporating keywords.
• Make the URL short and descriptive.
• Include the main keyword in the URL.
• Include links to other relevant articles and pages on your site.
• Use anchor texts with keywords for links.
• Create a logical internal linking structure.
• Use descriptive file names for images.
• Add alt tags with keywords for each image.
• Reduce image size without losing quality.
• Minimize CSS, JavaScript, and HTML files.
• Ensure that your site displays correctly on mobile devices.
• Check navigation ease and page loading speed on mobile devices.

Don’t limit yourself to just your website. Test publishing content on other platforms.

Continuously evaluate the effectiveness of your content and make adjustments when needed.

Different types of messages serve various purposes, such as attracting new customers, retaining existing ones, or boosting sales.

Here are the main types of messages used in direct marketing:

1. Welcome Messages
Purpose: Greet new subscribers or customers.
Example: "Welcome to our online store! Enjoy a 10% discount on your first order."

2. Informational Messages
Purpose: Share updates about your store, new products, or services.
Example: "Check out our new spring collection! Explore the latest arrivals on our website."

3. Promotional Messages
Purpose: Highlight special deals, discounts, or promotions.
Example: "Today only! Get 20% off all products. Don’t miss out!"

4. Triggered Messages
Purpose: Automatically respond to customer actions (e.g., abandoned cart).
Example: "You left something in your cart. Complete your purchase now and get free shipping!"

5. Personalized Messages
Purpose: Tailor communication based on customer data.
Example: "Happy Birthday! Enjoy a 15% discount on any item as our gift to you."

6. Retargeting Messages
Purpose: Re-engage users who showed interest in your products.
Example: "You recently viewed these items. They’re still available—grab them before they’re gone!"

7. Reactivation Messages
Purpose: Reconnect with inactive customers.
Example: "We miss you! Come back and enjoy 10% off your next order."

8. Customer Support Messages
Purpose: Provide assistance and build customer trust.
Example: "How are you enjoying your new product? If you have any questions, our support team is here to help."

Select the channels through which you will interact with your audience. Examples include:

• Email (email marketing)
• Text messaging (SMS)
• Messaging apps (WhatsApp, Telegram)
• Social media platforms (Facebook Messenger, Instagram Direct)
• Push notifications from mobile apps

To reach the broadest possible audience, use multiple channels whenever possible.

For each channel, you’ll need specific tools to send your messages. Compare the features and costs of different services and choose the ones that match your needs and budget.

Examples of tools:

• Email marketing: Mailchimp
• SMS: Twilio, ClickSend
• Messaging apps: ManyChat, Chatfuel
• Social media: Hootsuite, Buffer

Integration with the selected services will automate the message sending process and allow you to track results.

• Connect the services to your online store (for example, through APIs or plugins).
• Make sure all data is correctly transferred between the systems.
• Set up automatic triggers for sending messages (for example, welcome emails, cart abandonment reminders, birthday promotions, etc.).

Building a contact database for a newly opened online store is an important step that will help you connect with potential customers and start effective marketing campaigns.

Here are some strategies to help you build your contact database:

1. Create subscription forms

• Place subscription forms in key areas (homepage, blog, product page).
• Use pop-up windows offering subscription.

Offer visitors a bonus for subscribing (e.g., a discount on their first order or free shipping).

A clear plan will help you systematize your marketing efforts and achieve your goals.

• Define the campaign objectives (e.g., increasing sales by 20%, attracting new customers).
• Develop a newsletter and promotion calendar.

Plan message delivery based on user behavior (e.g., repeat purchases, birthdays).

Personalization makes your messages more relevant and appealing to recipients.

• Use customer data to segment the database (e.g., by past purchase categories, purchase amounts, purchase frequency, age, gender, preferences).
• Create personalized offers and recommendations.
• Use the customer’s name and other data in the message text.

After preparing all the elements of the campaign, you can start launching it.

• Check all settings and ensure that the data is correct.
• Run a test send to a small group of recipients.
• Analyze the results of the test send and make any necessary adjustments.
• Launch the main campaign.

The first step in contextual advertising is selecting the keywords that will be used in your advertising campaigns.

• Use keyword tools such as Google Keyword Planner and SEMrush.
• Identify the main categories of products and services in your online store.

Create a list of keywords relevant to your products and services.

To launch advertising campaigns, you need to create ad accounts on Google Ads, Facebook Ads, and any other platforms you plan to use.

Google Ads:

• Register for Google Ads and set up your ad account.
• Fill in all the required business details and set up your payment methods.

Facebook Ads:

• Register for Facebook Business Manager and create an ad account within it.
• Add business details, set up payment methods, and link your Facebook page.

If you've already set up your business profiles from Step 1 in the SEO section, creating ad accounts will be faster and easier.

Once you're registered on these platforms, you'll need to enter information about your online store, set up the campaign budget, and select your payment options.

Target landing pages are pages on your website where users are directed after clicking on your ads.

• Identify the products or services you want to promote.
• Create separate landing pages for your ad campaigns. While this is not mandatory, it's recommended if you're promoting a product category or a special offers page rather than a single product page.
• Make sure the landing pages include attractive headlines, high-quality product images, and a clear call to action (CTA).
• Ensure the information in the ad aligns with the content on the landing page and matches the user's search query.

Creatives are the advertising materials shown to users. They can include text ads, banners, and videos.

• Create multiple variations of text ads using your chosen keywords.
• Design attractive banners featuring images of your products.
• If possible, create short video ads demonstrating your products.

Configuring display time and geographic targeting will help you use your advertising campaign budget more effectively.

• Determine the optimal times for ad display based on your target audience analysis. When setting time targeting, consider your call center’s working hours.
• Set geographic parameters to show ads only in regions where you can deliver products or where your target audience is located. To avoid showing ads in unnecessary areas, disable extended geographic targeting in your platform's settings.
• Set up the ad schedule in your Google Ads or Facebook Ads.

Once all the settings are completed, you can launch the advertising campaign.

• Double-check all campaign settings.
• Ensure that budgets are set correctly and all creatives are ready for display.
• Launch the campaign in your chosen ad platforms.

The first step in launching targeted advertising is to define your target audience.

• Analyze the current customers of your online store.
• Identify demographic characteristics (age, gender, location).
• Research the interests and behaviors of potential customers.

Example: If you sell children's toys, your target audience may include women aged 25 to 40 who live in major cities and are interested in family and children's products.

The success of your targeted ads depends on selecting the platform where your audience spends most of their time.

• Start by analyzing where your ideal customers are most active, whether that’s social media, search engines, or professional networks.
• Consider platforms like Facebook Ads Manager for Facebook and Instagram, TikTok Ads, or Google Ads for search-based intent.
• Set up your advertising account on the chosen platform and ensure it’s ready for your campaigns.

Ad creatives are the visual and written materials shown to users.

• Develop several versions of images or videos that will grab the attention of users.
• Write concise and persuasive text for your ads.

Make sure that the creatives align with the interests and needs of your target audience.

Setting up targeting is a crucial step that ensures your ads are shown to the right users, aligning with your target audience.

• Define demographic parameters such as age, gender, and location.
• Set user interests and behaviors.
• Utilize retargeting to show ads to users who have already visited your website or interacted with your ads.

Properly allocating your budget and setting up a schedule will help you use your resources as efficiently as possible.

• Define both daily and total budgets for your ad campaign.
• Set the ad schedule based on when your target audience is most active.
• Choose your bidding strategy (CPC or CPM) depending on the campaign goals.
• You can also optimize your campaign for conversions, meaning you'll pay only for completed actions, like a purchase. The advertising platforms will focus on finding users who are most likely to convert.

Once you've set up all parameters, it's time to launch your ad campaign and monitor its effectiveness.

• Double-check all settings before going live.
• Launch the campaign and regularly track its performance through the platform's analytics tools.
• Analyze key metrics (clicks, conversions, customer acquisition cost) and make adjustments to the campaign as needed.

Launch a product campaign through Google Merchant Center
Use automated bidding and set a target return on ad spend (tROAS). For a 50% markup, aim for a tROAS of 300% to break even. Use the tROAS calculator for Google Ads to optimize your campaign.

Launch a product campaign on Instagram and Facebook via Facebook Commerce Manager
Implement a ROAS strategy to manage conversion costs based on profitability.