AI Web Maker90-day online marketing plan
Ember and Wick Candle Co
Ember and Wick Candle Co will turn browsers into orders by giving each scent its own page that Google can find, by collecting an email address at every market and by making it easy for shops to say yes.
More online orders or bookings · Under 100 US dollars a month
Your three priorities
Give every candle and wax melt its own page, with clear photos, the scent described in plain words, burning instructions and an order button, so people searching for scented candles online land on something they can buy.
Turn every market stall into an email list by asking permission to send restock news and seasonal dates, then bring those buyers back to the website.
Approach a few independent shops each month with a one-page wholesale sheet and a sample, so that the stalls and the website are joined by steady repeat orders.
What your customers search for
| Search on Google | Searches a month | Competition |
|---|---|---|
| “hand poured candles” | 25K-130K | High |
| “wax melts” | 7.5K-25K | Medium |
| “buy candles online” | 7.5K-25K | Medium |
| “candles as gifts” | 7.5K-25K | Medium |
| “scented candles online” | 2.5K-7.5K | Medium |
| “handmade candles” | 2.5K-7.5K | Medium |
| “candle gift sets” | 2.5K-7.5K | Medium |
| “wholesale candles” | 2.5K-7.5K | Medium |
Searches a month in United States, from Google's own search suggestions. Competition is how hard page 1 of Google is for that search.
Your customers
Gift buyers looking for something made by hand
What they need: A present that looks thoughtful, arrives on time and comes with a card, bought in a few minutes on a phone.
Where they look: Searches for candle gift sets or candles as gifts, Instagram and Pinterest, and recommendations from friends.
People who burn candles at home every week
What they need: Scents they love, back in stock when they run out, from a maker they trust.
Where they look: Market stalls, your email list and Instagram.
Independent shops and gift stores
What they need: A local maker with a reliable range, simple reordering and clear labels and packaging.
Where they look: Searches for wholesale candles, visits to the shop and a short email to the buyer.
Your channels, in order
Website and Google search Medium effort · Low cost
People who search for candles online are close to ordering, and a fast page for each product is where the order happens.
- Make a page for each candle and wax melt, with the scent described in plain words, photos taken in daylight and a clear order button.
- Create collection pages for the searches people make, such as candle gift sets, hand poured candles and wax melts.
- Add a delivery page with the last order date for each gift occasion.
Instagram Medium effort · Free
Candles are made to be photographed, and a pour, a label or a lit jar is the kind of post people save and send to a friend as a gift idea.
- Post a pour, a label being applied or a stall being set up twice a week.
- Link the profile to the shop page and name each scent as it appears on its label.
Email list from markets Low effort · Free
A visitor who liked a scent is your likeliest repeat buyer, and an email list lets you tell them when it is back in stock.
- Put a sign-up card or a tablet on every stall and ask permission to send news.
- Send one short email for each restock, new scent or last order date.
Market stalls and printed cards Medium effort · Low cost
A stall lets people smell the product, and a card in every bag brings them back to the website to order again.
- Print a thank-you card with your website address to go into every bag, parcel and wholesale order.
- Post your next market dates a week ahead, so that followers know where to find you.
Local shops High effort · Low cost
A shop sells your candles to its own customers every day, and some of them will find their way to your website.
- Make a one-page wholesale sheet with the range, minimum order, lead time and contact details, and send it with a sample.
- Choose gift shops, garden centres and farm shops whose customers match yours, and follow each one up with a short message.
- Remind each stockist when it is time to reorder before a busy season.
Pinterest Low effort · Free
People plan gifts and styled shelves there, and a pin can keep sending visitors to a product page long after you post it.
- Create boards for gift ideas, seasonal scents and styled shelves, using your own photographs.
- Give every pin a description that names the scent and the jar.
What your website needs
- A shop page for each candle and wax melt, with scent notes in plain words, photos and a clear order button.
- A candle gift sets page for gift searches, with delivery dates and the option of a card.
- A hand poured candles page that explains how you make them, with photos from your workbench.
- A wax melts page that explains how to use them in a wax warmer.
- A wholesale candles page for shops, with the range, minimum order, lead times and an enquiry form.
- A where to find us page with your market dates and the shops that stock you.
- A burning and care page with safe burning instructions, which also answers questions before they are sent.
Your 90 days
Month 1: Get ready to sell
- Publish the website with a page for each candle and wax melt, delivery information and last order dates.
- Photograph every product in daylight, once on a plain surface and once in a styled setting.
- Set up Instagram and the Pinterest boards and link them to the shop page.
- Print thank-you cards with your website address for every bag and parcel.
- Write the wholesale sheet and pack a few sample sets.
Month 2: Collect repeat buyers
- Start the email list at your next market with a sign-up card, and send a short first email afterwards.
- Post twice a week on Instagram, one pouring video and one product photo.
- Add the gift sets page and the collection pages for the main gift searches.
- Send wholesale sheets and samples to a few independent shops each week.
- Ask buyers for a short review of their favourite scent on its product page.
Month 3: Win the next order
- Run a small Instagram advert for your best-selling scent ahead of the next gift occasion.
- Email the list with a restock or a new scent and the last order date.
- Follow up each shop you contacted with a short message and a reorder reminder.
- Look at which scents and pages sold best and pour more of those.
- Plan the next season's gift dates and put the last order dates on the website.
Content ideas
- Pouring a batch from melted wax to set candle, filmed in one minuteInstagram
- How to burn a candle so it burns evenly to the edgeWebsite
- Behind the scent: how we chose and tested a new fragranceInstagram
- A gift guide by person: the host, the neighbour, the teacherPinterest
- Setting up the stall, with the next market datesMarket stalls and printed cards
- How to use a wax melt in a warmerWebsite
- Meet one of our stockists and what its customers ask forInstagram
- Last order dates for gift delivery before the holidaysEmail list from markets
Your budget
The numbers to watch
Orders a week from the website
Count the orders and note whether they came from search, Instagram, email or a market card.
Email sign-ups at markets
Count the sign-ups at each stall and compare the markets.
Wholesale enquiries and first orders
Note each shop you contact, who replies and who orders.
Repeat buyers
Count customers who order a second time, using their email addresses.
Best-selling scents
List the top sellers each month to decide what to pour next.
How AI Web Maker runs this plan
Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.