{"id":52260,"date":"2015-11-23T08:20:02","date_gmt":"2015-11-23T07:20:02","guid":{"rendered":"https:\/\/www.humanlevel.com\/sin-categorizar\/campanas-de-misterio-para-potenciar-la-apertura-de-tu-tienda-online.html"},"modified":"2023-10-16T13:13:57","modified_gmt":"2023-10-16T11:13:57","slug":"mystery-campaigns-to-boost-your-online-store-openings","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/digital-marketing\/mystery-campaigns-to-boost-your-online-store-openings","title":{"rendered":"Mystery campaigns to boost your online store openings"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#Online_marketing_actions_for_a_mystery_campaign\">Online marketing actions for a mystery campaign<\/a><ul><li><a href=\"#24-hour_promotion_the_heart_of_the_strategy\">24-hour promotion: the heart of the strategy<\/a><\/li><li><a href=\"#Page_under_construction_in_your_online_store_objective_to_attract_subscribers\">Page under construction in your online store: objective to attract subscribers<\/a><\/li><li><a href=\"#Social_networks_spreading_the_word_about_the_promotion\">Social networks: spreading the word about the promotion<\/a><\/li><li><a href=\"#Search_engine_optimization_mystery_and_content_marketing_support\">Search engine optimization: mystery and content marketing support<\/a><\/li><li><a href=\"#Google_AdWords_extra_visibility_for_the_first_24_hours\">Google AdWords: extra visibility for the first 24 hours<\/a><\/li><li><a href=\"#Email_marketing_generating_impulse_sales\">Email marketing: generating impulse sales<\/a><\/li><\/ul><\/li><li><a href=\"#Tips_for_designing_a_mystery_campaign\">Tips for designing a mystery campaign<\/a><\/li><\/ul><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22882\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/misterio-tiendas-online.jpg\" alt=\"Mystery for online stores\" width=\"890\" height=\"248\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/misterio-tiendas-online.jpg 890w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/misterio-tiendas-online-720x201.jpg 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/misterio-tiendas-online-768x214.jpg 768w\" sizes=\"auto, (max-width: 890px) 100vw, 890px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you are thinking of setting up an online store, your to-do list before publishing your new e-commerce site may look something like this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product sourcing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Install e-commerce platform<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Register products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Configure payment methods<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Contract and configure shipping modes<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In these pre-publication to-do lists it is rare to find the task &#8220;Get visitors for the first day&#8221;, something that can help us a lot to get off to a good start in our e-commerce journey. This is the reason why I decided to write this article.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Starting to work on online marketing once the store is operational can waste precious time. And this aspect is even more critical if our product is seasonal. Therefore, <\/span><b>in the previous months you should work hard to<\/b><span style=\"font-weight: 400;\"> hard so that your <\/span><b>online store has as much initial visibility as possible<\/b><span style=\"font-weight: 400;\"> and start generating business from the first minute.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><b>mystery campaign<\/b><span style=\"font-weight: 400;\"> is a fun and effective way to nurture your social profiles and subscriber list before opening your online store. This way you will generate an audience interested in your product long before it is available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The success of a mystery campaign lies in being able to capture the attention of potential customers with minimal information. <\/span><\/p>\n<blockquote>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Your audience should feel the need to visit the store the same day it opens so they don&#8217;t miss out on a historic moment.<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">To achieve this, you will use the full potential of the various Online Marketing channels.<\/span><\/p>\n<h2><span id=\"Online_marketing_actions_for_a_mystery_campaign\">Online marketing actions for a mystery campaign<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let&#8217;s see what actions you should carry out in the various online marketing channels and in what order. Depending on the sector to which your online store belongs, these recommendations may be more or less accurate. In writing this guide, I have put myself in the shoes of an online retailer of an impulse purchase product for individuals, sunglasses, for example.<\/span><\/p>\n<h3><span id=\"24-hour_promotion_the_heart_of_the_strategy\">24-hour promotion: the heart of the strategy<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-22886\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/promocion-misterio.jpg\" alt=\"Promotion for mystery campaigns\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/promocion-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/promocion-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><strong>Your<\/strong> entire <strong>mystery campaign will orbit around the promotion<\/strong> you design at this point. That is why it is important that you take your time to decide what you want to focus on: what is the message to communicate and what the promotion is going to consist of.<\/p>\n<p><strong>Message to communicate<\/strong><\/p>\n<p>In your mystery campaign you must be able to generate your audience&#8217;s interest by providing as little information as possible. To make this work you can help yourself with phrases like:<\/p>\n<ul>\n<li>Do you want to be part of a historic moment?<\/li>\n<li>On day X a new way of seeing the world is born&#8230;<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p><strong>Type of promotion<\/strong><\/p>\n<p>The promotion can be a percentage discount on the product, a fixed discount per order, a 3&#215;2&#8230; Whatever you want, as long as it is an incentive to buy. In some cases, customers value more, and therefore convert better, when the promotion consists of offering free shipping. The important thing is that the promotion is attractive.<\/p>\n<p><strong>Duration and scope of the promotion<\/strong><\/p>\n<p>The promotion must have a <strong>very limited duration<\/strong>, 24 hours is a good time frame for a promotion of this type. This data must be present in all social media and email marketing communications in order to concentrate the highest number of orders in the shortest possible time.<\/p>\n<p>Access to the promotion must be controlled by means of a promotional code that customers will obtain when they subscribe to your newsletter, prior publication, so that you can anticipate demand and increase your subscriber database.<\/p>\n<h3><span id=\"Page_under_construction_in_your_online_store_objective_to_attract_subscribers\">Page under construction in your online store: objective to attract subscribers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-22887\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/tienda-misterio.jpg\" alt=\"Page under construction for mystery campaigns\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/tienda-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/tienda-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/>It is essential to have a good <\/span><b>page under construction<\/b><span style=\"font-weight: 400;\"> where it is included:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Brand information:<\/b><span style=\"font-weight: 400;\"> Brand philosophy, products they will find, added value, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Countdown:<\/b><span style=\"font-weight: 400;\"> clock counting down to the date of publication. If it can be dynamic and updated in real time, so much the better.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Newsletter subscription form: <\/b><span style=\"font-weight: 400;\">fundamental to start capturing the first subscribers to our newsletters and offers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Call to action message: <\/b><span style=\"font-weight: 400;\">Inviting visitors to subscribe on the form to get an opening promotional code in their email.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In addition, if we want to start working on search engine positioning, it is advisable that the domain where our page under construction is located incorporates a blog.<\/span><\/p>\n<h3><span id=\"Social_networks_spreading_the_word_about_the_promotion\">Social networks: spreading the word about the promotion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-22893\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/redessociales-misterio.jpg\" alt=\"Social networks for mystery campaigns\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/redessociales-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/redessociales-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/>The first step we will take in social media will be to register the social profiles of all those social networks that we think that in the future, however remote it may be, may be of interest to us. This ensures that we will have them available when we need them and that no other company will make use of them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next you must choose <strong>which social networks you will actually work with<\/strong> on a day-to-day basis. If your product is an impulse buy and is aimed at individual customers, you will probably opt for Facebook, Instagram and Twitter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once the social networks have been created and customized, the work of generating and publishing content will begin. These contents must combine different typologies so as not to bore or insist too much to our fans:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Industry news:<\/b><span style=\"font-weight: 400;\"> information on market developments, new products, news from specialized media, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Creativities:<\/b><span style=\"font-weight: 400;\"> images, compositions or infographics, ambiguous and emotional. They should highlight the brand&#8217;s philosophy or values.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Calls to action:<\/b><span style=\"font-weight: 400;\"> posts inviting fans to visit the under construction page and sign up as subscribers.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you have a budget I advise you to invest a minimum in Facebook Ads, your visibility will grow considerably and with 3 or 4 euros a day you will notice the difference.<\/span><\/p>\n<h3><span id=\"Search_engine_optimization_mystery_and_content_marketing_support\">Search engine optimization: mystery and content marketing support<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-22888\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-misterio.jpg\" alt=\"SEO for online stores\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/>Even if your online store is not operational, you can start working on improving the relevance level of your domain. The first SEO task is to <strong>start generating and publishing<\/strong> SEO <strong>content<\/strong>, if possible, for searches related to your products. You can publish these contents in your online store&#8217;s blog, even if it is not published yet. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">By publishing articles on the blog you are creating new search engine rankable pages for related terms and also making it easier for other websites to start linking to your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally you can send press releases and do guest blogging <\/span><i><br \/>\n <span style=\"font-weight: 400;\">guest blogging<\/span><br \/>\n<\/i><span style=\"font-weight: 400;\"> announcing the imminent opening of your online store, thus gaining links to your domain, while gaining visibility in the media where your content is published.<\/span><\/p>\n<p>As you can see these actions fit perfectly with your mystery campaign, on the one hand you can create content about the brand&#8217;s philosophy and on the other hand you can publish articles in blogs and media related to the sector informing about the imminent opening of your online store.<\/p>\n<h3><span id=\"Google_AdWords_extra_visibility_for_the_first_24_hours\">Google AdWords: extra visibility for the first 24 hours<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-22889\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/adwords-misterio.jpg\" alt=\"Adwords for mystery campaigns\" width=\"83\" height=\"83\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/adwords-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/adwords-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 83px) 100vw, 83px\" \/>It is not profitable to activate your first Google AdWords campaign until the online store is published. However, you can leave it fully configured so that activating it is a matter of one click. In the first 24 hours it is advisable to have at least one <strong>remarketing campaign and one branded search campaign<\/strong> active, since initially we will not be positioned even by our own brand. <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span id=\"Email_marketing_generating_impulse_sales\">Email marketing: generating impulse sales<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-22890\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/emailing-misterio.jpg\" alt=\"Emailing for mystery campaigns\" width=\"155\" height=\"155\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/emailing-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/emailing-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 155px) 100vw, 155px\" \/>If the work done has paid off, before the publication of the online store you should have a database of subscribers waiting to be informed of the imminent opening of the doors of your ecommerce.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Send an email informing them that in 24 hours your brand new online store will open its virtual doors and remind them that they will only have 24 hours to redeem their exclusive discount code.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Repeat the shipment at the same time of publication of the online store so that your customers start buying at that precise moment.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span id=\"Tips_for_designing_a_mystery_campaign\">Tips for designing a mystery campaign<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-22891\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/consejos-misterio.jpg\" alt=\"Tips for mystery campaigns\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/consejos-misterio.jpg 200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/consejos-misterio-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/>The bonus track of this article is a list of tips that will help you increase the results of your first mystery campaign:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Open your store on a memorable date and time:<\/b><span style=\"font-weight: 400;\"> first day of the month, some historical date, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Do not mention the price of the products<\/b><span style=\"font-weight: 400;\">Remember, we are talking about mystery!<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Incorporate a countdown clock on the page under construction: <\/b><span style=\"font-weight: 400;\">Will increase the interest of your potential customers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>In each of the social networks, we must adapt the message to each of them<\/b><span style=\"font-weight: 400;\">If we always publish the same thing on all of them, it will not work.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Track the newsletter links: <\/b><span style=\"font-weight: 400;\">to be able to measure the impact of the first and second mailing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By successfully adapting the methodology presented above to your industry or product philosophy, you will achieve first sales that will motivate you and your team to work hard every day to improve visibility, sales and profits.<\/span><\/p>\n<p>&nbsp;<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>IndexOnline marketing actions for a mystery campaign24-hour promotion: the heart of the strategyPage under construction in your online store: objective to attract subscribersSocial networks: spreading the word about the promotionSearch engine optimization: mystery and content marketing supportGoogle AdWords: extra visibility for the first 24 hoursEmail marketing: generating impulse salesTips for designing a mystery campaign If [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":45953,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[347],"tags":[346],"class_list":["post-52260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-marketing-strategies","entry"],"yoast_head":"\n<title>Mystery campaigns to boost your online store openings<\/title>\n<meta name=\"description\" content=\"A mystery campaign will help you start selling in your online store from day one. 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