Digital Marketing Checklist for New Online Stores

November 11, 2024

Starting an online store? Here’s your digital marketing roadmap:

Set up your store basics:
- Brand identity (name, logo, colors)
- User-friendly website
- Secure payment options
- Traffic tracking tools
Plan your content:
- Optimize product pages
- Create essential pages (About, FAQ, Contact)
- Develop a content schedule
- Establish a writing style guide
Set up marketing tools:
- Email marketing platform
- Social media accounts
- Ad accounts (Google, Facebook)
- Customer support channels
Prepare for launch:
- Test all store features
- Set up marketing automation
- Map out the customer journey
- Create a launch day plan
Post-launch tasks:
- Track key metrics
- Gather customer feedback
- Manage inventory
- Analyze marketing results

Remember: Digital marketing isn’t set-and-forget. Keep testing, learning, and adjusting your approach as you grow.

Key stats:

76% of Americans shop online
Email marketing ROI: $45 for every $1 spent
42% of customers prefer messaging apps for support

Use this checklist to build a strong foundation for your online store and stand out in the crowded e-commerce world.

Store Setup Basics

Setting up an online store is like building a house. Get the foundation right, and you’re set for success. Let’s look at the key elements you need to start selling and attracting customers.

Brand Basics

Your brand isn’t just a logo. It’s your store’s personality. Start by figuring out what makes you special. What’s your unique selling proposition (USP)?

Take Warby Parker. When they launched in 2010, their USP was crystal clear: stylish, affordable glasses you could try at home. This approach shook up the eyewear industry. By 2021, they were worth over $3 billion.

To build your brand:

Pick a name that sticks
Design a simple logo
Choose colors and fonts that fit your audience
Tell your brand story

The key? Be consistent. Use your brand elements everywhere to build trust and recognition.

Website Setup

Your website is your digital shop window. It needs to look good, work well, and keep your customers’ info safe.

Pick the right platform: Many new stores go with Shopify. It’s easy to use and packed with features. Over 4.12 million websites worldwide run on it.

Choose a theme: Find one that fits your brand and works on mobile. As Shopify experts say, "Your theme is the base of your store. Take your time to find the right fit."

Make it fast: Slow sites kill sales. Use Google PageSpeed Insights to check and boost your site speed.

Mobile-friendly is a must: More people shop on phones and tablets. Make sure your site looks and works great on small screens.

Payment Setup

Safe, easy payment options turn browsers into buyers. Here’s what to do:

Use a trusted payment processor like Shopify Payments or Stripe
Offer different ways to pay (credit cards, PayPal, Apple Pay, etc.)
Keep customer data safe with PCI compliance

Pro tip: Keep checkout simple. Baymard Institute found that 17% of US online shoppers have ditched orders because checkout was too long or complex.

Traffic Tracking

You can’t get better if you don’t measure. Use analytics tools to understand your visitors and improve your store:

Set up Google Analytics to see visitor behavior, traffic sources, and sales
Use Google Search Console to check how you’re doing in search results
Try heatmap tools like Hotjar to see how people use your site

Content Planning

Content isn’t just king in the digital world – it’s your secret weapon. For new online stores, it’s how you’ll attract customers and boost sales. Let’s break down the key elements of content planning that’ll set your store up for success.

Product Page Setup

Your product pages? That’s where the magic happens. They’re not just about listing items – they’re about selling an experience. Here’s how to nail it:

Write clear, compelling product descriptions Don’t just list features. Tell a story. Explain how the product solves a problem or improves life. Use keywords naturally to help both customers and search engines understand what you’re offering.

Use high-quality images and videos Show your products from multiple angles. Include lifestyle shots to help customers imagine using the item. A Yieldify study found that 78% of online shoppers want to see products in context.

Include social proof Customer reviews are gold. They make shoppers 71% more comfortable with buying. Don’t be shy about showcasing them.

Optimize for SEO Use relevant keywords in your product titles, descriptions, and image alt text. This helps search engines understand and rank your pages.

Make it mobile-friendly With more people shopping on their phones, your product pages need to look great on small screens.

Must-Have Pages

Beyond product pages, every online store needs these key pages:

About Us: Tell your brand story. What makes you unique? Why should customers choose you?
FAQ: Answer common questions to build trust and reduce customer service inquiries.
Contact: Make it easy for customers to reach you. Include multiple contact methods.
Shipping and Returns: Be clear about your policies to avoid confusion and cart abandonment.
Privacy Policy and Terms of Service: These build trust and keep you legally compliant.

Content Schedule

Consistent content keeps customers coming back. Here’s how to plan it:

Create a content calendar This is your roadmap. Plan out blog posts, social media updates, and email newsletters in advance.

Diversify your content Mix it up with blog posts, videos, infographics, and user-generated content. Different formats appeal to different audience segments.

Plan for key dates Black Friday, holiday seasons, or industry events – mark these on your calendar and plan content around them.

Be flexible Leave room in your schedule for trending topics or last-minute promotions.

Writing Style Guide

A consistent voice builds brand recognition. Here’s how to create your style guide:

Define your brand voice Are you formal or casual? Serious or playful? Your voice should reflect your brand personality.

Set grammar and punctuation rules Decide on things like Oxford commas, capitalization, and how you’ll format product names.

Create a word bank List preferred terms and phrases, as well as words to avoid.

Establish formatting guidelines How will you format headers, bullet points, and product descriptions?

Marketing Setup

Let’s talk about setting up your marketing tools and customer service channels. These are key for your new online store’s success.

Email Tools

Email marketing is a big deal for e-commerce. For every dollar you spend, you could get $45 back. That’s huge. Here’s what to do:

1. Pick a solid email platform. ActiveCampaign is a good choice. It’s great for managing customers and automating stuff.

2. Set up these must-have automated emails:

Welcome series
Abandoned cart reminders
Post-purchase follow-ups

Want to make your emails pop? Try Conversio. Their receipts are interactive, and their abandon-cart emails are clever. They can really boost engagement after a purchase.

Social media is your direct line to customers. Here’s how to set it up:

1. Choose your platforms. Go where your customers are. For most online stores, that’s Instagram (3 billion monthly users) and Facebook (3.06 billion monthly users).

2. Make your profiles look consistent. It helps people recognize your brand.

3. Mix up your content. Use promo posts, stuff from your customers, and engaging stories. Here’s a tip: short videos grab 66% of people’s attention. That’s 2.5 times more than longer videos.

Ad Accounts

To reach more customers, set these up:

1. Google Ads: Great for people actively searching for products like yours.

2. Facebook Ads: Perfect for targeting based on interests and behaviors.

Start small with your ads. Test different formats and targeting before spending big.

Customer Support

Good customer support can make you stand out. Here’s how to do it right:

1. Use live chat. Intercom is a good option. It can switch to email when you’re offline.

2. Offer SMS support. 42% of customers prefer messaging apps for service. It’s fast – average response time is just 42 seconds.

3. Make a detailed FAQ. It can take pressure off your support team and give quick answers.

Store Launch Steps

Launching your online store is a big deal. It’s like opening a physical store, but in the digital world. Let’s break down the key steps to make sure your launch goes smoothly.

Testing Steps

Before you open up shop, you need to test everything. It’s like a dress rehearsal for your store.

First, check all your store features. Click every button, test every link, and fill out every form. Pay extra attention to your checkout process. You want it to be smooth and easy for customers to buy from you.

Next, make sure your site is search engine friendly. Use Google’s PageSpeed Insights to check if your site loads fast. Why? Because slow sites can lose customers.

Don’t forget to test on different devices and browsers. Your store should look good and work well on phones, tablets, and computers.

Lastly, test all your integrations. This includes payment systems, email tools, and any other apps you’re using. Make a list and check them all off.

"Prepare an excel sheet with a detailed list of all your integrations and do a final thorough testing to ensure all integrations are running smoothly." – StoreHippo team

Marketing Tools

Now that your store works well, it’s time to set up your marketing tools. Automation is your friend here – it helps you reach customers without working 24/7.

Set up your email marketing. Tools like Mailchimp or Drip can help. Create emails for new subscribers, remind people about items in their cart, and follow up after purchases.

Get your social media ready. Plan out your posts and schedule them in advance. Tools like Hootsuite or Buffer can make this easier.

Don’t forget about tracking. Set up Google Analytics to see how your store is doing from day one. This info will help you improve your marketing over time.

Customer Path

You need to understand how customers will find and buy from your store. This is called the customer journey.

Think about how customers will find you. Will it be through Google? Social media? Ads? Each way might need a different approach.

Once they’re on your site, how will they find products? Make sure your site is easy to use and your search works well. You might want to add product recommendations to help customers find more things they like.

Finally, make your checkout process as simple as possible. Remove any extra steps and let people buy without creating an account. Why? Because a lot of people abandon their carts if checkout is too complicated.

Launch Day Plan

Your launch day plan is like a roadmap for your big day. Here’s a simple timeline:

1. Before Launch (1 week)

Get everything ready. Do final tests, prepare your launch emails and social media posts, and make sure your team knows what to do.

2. Launch Day

Morning: Turn on your store
Send out your launch emails
Post about your launch on social media
All day: Keep an eye on your site and answer customer questions

3. After Launch (1 week)

Look at your sales data, ask customers what they think, and adjust your marketing based on what you learn.

After Launch Tasks

Launching your online store is just the start. The real work kicks in after you open up shop. Let’s look at the key tasks that’ll help you fine-tune your store and boost your success.

Track Results

Numbers don’t lie. They’re your best friends for improving your store. Check your store’s performance regularly. Focus on these key metrics:

Revenue: How much money are you making?
Profit: What’s left after expenses?
Conversion rate: What percentage of visitors buy?
Average order value: How much do people spend per order?
Abandoned cart rate: How many people leave items in their cart?

These five metrics are your North Star. They’ll show if you’re on track or need to pivot.

But don’t stop there. Look at both lagging and leading metrics. Lagging metrics show what’s happened, while leading metrics hint at what’s coming.

For example, revenue is a lagging metric. It tells you how you’ve done. But email list growth? That’s a leading metric. It can hint at future sales.

Get Customer Input

Your customers are goldmines of info. They’ll tell you what’s working and what’s not. Here’s how to tap into their insights:

1. Use surveys

Send quick surveys after purchase. Ask about their shopping experience, product quality, and what they’d like to see improved.

2. Encourage reviews

Reviews aren’t just for other customers. They’re for you too. Pay attention to what people say about your products and service.

3. Monitor social media

Keep an eye on what people say about your brand online. It’s like having a free focus group.

"Your most unhappy customers are your greatest source of learning."

Negative feedback isn’t bad. It’s a chance to get better.

Stock Management

Running out of stock is like closing your store mid-day. But having too much inventory ties up your cash. Here’s how to strike the right balance:

Use inventory management software. Tools like Stocky or Shopify’s built-in inventory management can help you track what’s selling and what’s not.

Set reorder points. Decide on a minimum stock level for each product. When you hit that level, it’s time to reorder.

Analyze sales patterns. Look for trends. Do certain products sell better at specific times of the year? Use this info to plan your stock levels.

Marketing Results

You’re spending time and money on marketing. Make sure it’s paying off. Here’s what to look at:

Return on Ad Spend (ROAS): For every dollar you spend on ads, how much are you getting back?

Email open and click-through rates: Are your emails hitting the mark or landing in the trash?

Social media engagement: Are your posts getting likes, comments, and shares?

Traffic sources: Where are your visitors coming from? This can help you focus your efforts on the most effective channels.

Don’t just collect this data. Use it. If something’s not working, try something new. If it is working, see if you can do more of it.

Managing Tools and Teams

Running an online store is more than just selling products. It’s about juggling tools, budgets, and people. Let’s dive into how to handle these key parts of your e-commerce business.

Software Needs

The right tools can make or break your store. Here’s a quick look at must-have software:

E-commerce Platform: Shopify’s a big player, powering over 4.12 million websites. It’s easy to use and packed with features.
Email Marketing: ActiveCampaign shines for managing customers and automation. It’s great for welcome emails, cart reminders, and follow-ups after purchase.
Analytics: Google Analytics is a no-brainer. It’s free and shows you how visitors behave, where they come from, and what they buy.
Inventory Management: Stocky or Shopify’s built-in tool can help you keep tabs on stock and know when to reorder.
Customer Relationship Management (CRM): Intercom can handle both chat and email support, giving customers a smooth experience.

Don’t go overboard with tools. Start small and add more as you grow.

Spending Plan

Your marketing budget is the fuel for growth. Here’s how to use it wisely:

1. Set a baseline

New e-commerce businesses typically spend 12-20% of gross revenue on marketing.

2. Pick your channels

Based on who you’re trying to reach, choose where to focus. Most online stores use a mix of social media (Instagram and Facebook) and search engines (Google Ads).

3. Test and tweak

Start small on different channels. Watch your Return on Ad Spend (ROAS) like a hawk. Aim to make $4-5 for every dollar you spend.

4. Put money where it works

Once you have data, spend more on what’s working best. But don’t put all your eggs in one basket – keep a mix.

5. Plan for busy times

If you have peak seasons, adjust your budget. Many stores spend more on ads during holidays.

Team Tasks

Even if you’re flying solo, it helps to define roles. Here’s a basic setup for a small e-commerce team:

Owner/Manager: Big-picture strategy, money decisions, team leadership
Marketing Specialist: SEO, social media, email campaigns
Customer Service Rep: Answering questions, handling returns, managing reviews
Inventory Manager: Tracking stock, reordering, dealing with suppliers
Content Creator: Writing product descriptions, blog posts, social media posts

As you grow, you might split these jobs up more or hire outside help.

File Storage

Keeping your digital stuff organized is key. Here’s how:

1. Pick a cloud storage solution

Google Drive or Dropbox work well. They’re easy to use and good for teamwork.

2. Set up folders

Organize by department (like Marketing, Finance, Product) and then by project or date.

3. Name files clearly

Use a system everyone can follow. For example: "YYYYMMDD_ProjectName_FileType"

4. Back up regularly

Use an automatic backup system to protect your data.

5. Create an asset library

Keep all your product images, logos, and marketing materials in one easy-to-find place.

Good organization saves time and cuts down on mistakes. It’s worth setting up a solid system from the start.

Conclusion

Launching an online store is just step one. This checklist is your guide to standing out in the crowded e-commerce world. Here’s what you need to focus on:

1. Solid Foundation

Build a user-friendly website with clear branding and secure payments. Shopify’s popularity (powering over 4.12 million sites) makes it a solid choice for newbies.

2. Content That Sells

Craft product descriptions that pop, use high-quality images, and write blog posts people want to read. Good content doesn’t just attract customers – it boosts your SEO too.

3. Marketing Channels

Set up email campaigns, get active on social media, and run targeted ads. Tools like ActiveCampaign can automate your customer outreach.

4. Data-Driven Decisions

Use Google Analytics to track what matters: conversion rates, average order value, and how much it costs to get new customers.

5. Customer Service That Shines

Don’t ignore SMS support. A whopping 42% of customers prefer messaging for service – that’s a trend you can’t afford to miss.

Here’s the thing: digital marketing isn’t a "set it and forget it" game. As Zohaib Hassan from Lead Origin puts it:

"Whether you’ve been in business for decades or a day, one of the most difficult things to predict about your operations is how to most effectively reach and engage with your target audience."

This checklist is just the start. Use it to build your foundation, but be ready to switch things up as you grow. Keep testing new ideas, learn from what works (and what doesn’t), and fine-tune your approach.

Stick with it, use the right tools, and your online store can thrive in the digital jungle.