Over the last couple of years, the eCommerce sector experienced tremendous growth to no small extent thanks to the outbreak of COVID-19 and the effective paralysis of the entire retail sector. But, be that as it may, this storm was brewing on the horizon for quite some time, and this crisis only brought it closer to our shores.
So, it shouldn’t be a surprise that these days, when we leave the global pandemic in the past, eCommerce keeps scoring a very healthy 14.7% annual growth.
What’s important to note here is that the surge of eCommerce is not a sprint but a marathon that requires a deliberate, thought-out, and long-term digital marketing plan. So let us look at some tips to prepare you for this race.
How to Build and Execute a Successful eCommerce Digital Marketing Plan
Consider your goals and objectives.
If you want to create any successful digital marketing roadmap for the period ahead, you need to have a clear idea of where exactly you want to go. So, take some time to go back to your company’s mission statement and reassess its market position and long-term priorities. Once you grasp this broader purpose, start working on the long-term goals that should get you closer to this end. And when you establish this long-term milestone,s keep breaking them down into objectives that will produce more immediate results. This way, you will get an excellent framework for all future efforts.
Understand your audience
Now that you thoroughly understand what your marketing strategies should accomplish, it is time to look at your audience. And rest assured, conducting thorough marketing research is more than critical for deploying successful digital marketing campaigns, especially if you are in a niche market. The list of traits that should help you craft deliberate and highly effective marketing messages includes critical mentions like:
- Geographic location
- Gender breakdown
- Online shopping habits
- Average income
- Personality traits
- Personal goals and needs
- Preferred brands and communication channels
Build an effective content strategy
In this day and age, content marketing and SEO make the main pillar of the digital marketing arena. Also, unlike paid ads that produce more immediate but short-term effects, these effective long-term strategies require more time to implement. Therefore, as soon as you get an idea of your target demographic, start using third-party help to craft these strategies. Of course, the content you will use should speak to the local audience, so if you are, for instance, expanding to Australia, it is best to look for the top-ranked digital agencies in Australia to craft you highly effective and effective localized content.
Create a comprehensive sales funnel
Essentially, the sales funnel should outline the journey your customers need to pass, from getting initial exposure to your products and services through digital marketing channels to the point when they make a purchase. Creating this roadmap will help you better understand the customers’ journeys and reverse-engineer your digital marketing strategies to make a more compatible part of this process. If you want to make this asset even more effective, you should expand this basic blueprint with the full-scale distribution and fulfillment plan that will make the aspects of this process even clearer.
Social media platforms make an integral part of the present-day digital marketing landscape. This is where your content and marketing plans will get the most exposure. Hence,o it is really in your best interest to learn the nuances of all relevant social media outlets, develop deployment strategies for each platform, and outline the strategies you will use to hit the most conversions. Of course, if you want to succeed in this process, your actions need to be closely monitored, assessed, and refocused if necessary. So, take some time to explore relevant KPIs and get ways to keep an eye on them.
Pay attention to brand-building activities.
Last but not least, we would like to point out that although your digital marketing strategies need to work toward the very specific business goals you have outlined in the previous steps, these same assets can be just as effectively used for building a strong online brand making a more impactful presence in the eCommerce arena. Failing to do so can just as well be a waste of resources. The easiest way to avoid this common mistake is to treat all your marketing actions from a branding perspective and see how well they contribute to building a strong, reliable, engaging, and authoritative online brand.
We hope these few examples gave you a general idea about the key elements you need to address to develop and execute a successful eCommerce digital marketing plan. This entire sector is, at the moment, going through a tremendous surge. Unfortunately, this tremendous growth also entails much heavier competition as well. The best way to end this threat and make sure your store pops up on the mainstream radar is to go back to square one, crate a rock-solid marketing plan, and make each step of your future journey with all due caution.