How to Create an E-Commerce Marketing Plan
There's a lot that goes into a good e-commerce marketing plan. Tools and techniques like search engine optimization, pay-per-click advertising, and content marketing are just part of it, and any one of these by itself could be a full-time job. So, as we will see, sometimes the best email marketing strategy is to outsource to a professional service provider. One of the unique properties of information technology is its ability to heighten the value of outsourcing services.
But for a start, we'll lay out the basics for an effective e-commerce marketing plan.
Conduct market research
The most important preliminary step is to understand the market you intend to serve. Markets on the internet can be difficult to define, and sometimes they don't even exist until you start your business. That can make market research challenging.
You need to discover your competition, measure demand, understand related products and services, and figure out how your brand will fit into the picture. Your business model may remain incomplete until this research is completed and vetted, since you want to gear your service to the market and not the other way around.
Define the target audience
Defining your target audience means discovering who wants what you offer, and who among that group most wants what you offer in the way you offer it. Consider two different burger restaurants: McDonald's and Burger King. On paper, they are the same. But if you put them on the same street side-by-side, some people will choose one and some will choose the other. On the internet, everything is "side-by-side." So, what is the difference between a user who wants to shop with you and a shopper who prefers the competition?
Set short- and long-term goals
Short-term goals might be compared to driving traffic underneath a "Grand Opening" banner. It's about kicking things off with a bang. Initially, you'll want traffic, conversions, and engagement. But these, in the short-term, are really just a proof of concept that your business has wheels and can sustain itself.
Long-term goals are about building a dedicated audience with brand loyalty that you can nurture, sustain, and grow. Long-term goals include community building, sustained exposure, and brand authority.