3) Pre-campaign steps (settling a scaling foundation)

SUMMER SALES WORKSHOP 2024

3) Pre-campaign steps

(settling a scaling foundation)

Things that are NOT Meta directly, but will affect the performance of your campaign.

✅ Stock

As much forecasting as possible.

✅ Customer Support

During the campaign period, you can hire 1 extra person or up the hours of the support team.

✅ Wave Surfing Demand Patterns

(Seen in the previous module)

✅ Site speed

It is typical that in flash campaigns people have less patience and are just looking for offers and quick things.

It is important to optimize the loading speed of your website.

High number of clicks low number of landing page views.

Most efficient option:

(Luca safe bet)

How to check site speed:

So:

https://www.fixmysitespeed.com/shopify-speed-test

Or if that one does not work: https://pagespeed.web.dev/

✅ Instagram.

1. Good source of attention and sales if you have a lot of followers

2. If you don't have many followers, it's important that you have an optimized first impression for summer sales, so that people who see your ad, click on the profile and go to your IG, don't get lost BUT actually end up in the website.
   Make it so IG is not the end, but the start of the customer journey.

Check: Clicks (all) vs Link Clicks

If that IG is shit, I’m losing 15,766 potential sales.

At €70 AOV, that’s €1.1M in potential revenue. :)

• No story uploaded today
• No highlighted stories talking about summer sales
• The pinned posts don’t show the product so that I can see more details
  
• I like the branding, I check their page, and I leave
  
• You have to think, “Why do they enter the profile from the ad instead of going to the store?”
  Because they don't trust you.

Then the IG should give them trust and GUIDE them to the store, otherwise you lose a click and all the metrics start to get more expensive when you scale.

IG simple optimizations

✅ BIO: description of the brand and some authority (+10,000 satisfied customers ,, +1,000 5 star reviews ,, ...)

Sustainable fashion brand
100,000+ happy customers

Check out our Summer Sales:

✅ Pinned post about SUMMER SALES, you can make a carousel, summer sales cover, then show 5 best sellers or if you only have one product then explain it in detail.

✅ During the campaign, specially in moments of high budgets, you HAVE TO HAVE stories with links to the website

Re-upload Retargeting audiences.

Especially buyers

Just in case, refresh

CSV buyers

Klaviyo buyers

Block Exercises

• Stock y customer support
• Wave Surfing must be clear already
• Site speed: check it and if it’s slow, upwork
• When the campaign starts, optimize your IG
• Before starting, refresh audiences