Have you ever thought about how top ecommerce brands pull off effective marketing campaigns?
The most successful marketing campaigns are not just flukes but are carefully thought-out right from the product descriptions to the keywords, marketing channels, and so on.
To engage with your customers, map out effective marketing strategies and create successful marketing campaigns, you need a marketing plan.
Your marketing plan should consider the entire ecommerce marketing landscape while being linked to your business goals.
In this article, we will go look at what an ecommerce marketing plan is and how you can create an effective marketing plan for your ecommerce brand.
An ecommerce marketing plan is a roadmap or framework that outlines the strategies and tactics a business needs to promote its product or service to its target customers.
An ecommerce marketing plan helps you organize and implement your marketing strategy. It typically works as a guideline, showing you how to promote what you’re selling, where to focus, who your target audience is and how to reach them, how to monitor performance, and so on for a time period.
Keep in mind that a marketing plan is different from a marketing strategy. While a marketing plan serves as a blueprint for your marketing strategy, a marketing strategy provides details on how to promote your product using the marketing tactics listed on your ecommerce marketing plan.
Here are a few reasons why creating an ecommerce marketing plan is good for business:
The rapid growth of the ecommerce space comes with various marketing channels, ideas, and trends. With tons of trends to keep up with, it may be difficult to stay focused on things that drive business growth. This is where an ecommerce marketing plan comes in.
An ecommerce marketing plan ensures that the strategies and tactics you create are in line with the overall direction of your business.
Some marketing strategies and tactics may take longer to produce results. Thankfully, a marketing plan can help you maintain consistency. With a marketing plan, you can measure the success of your marketing campaigns side by side with your business objectives, optimize your strategy and keep your efforts consistent.
Should you hire a marketing agency? How much should you set aside for your marketing campaigns on social media? With a marketing plan, you can plan out resources that you need to implement various marketing strategies. You can set a clear budget and effectively manage the resources available to you.
With a good marketing plan, you can set marketing goals and objectives alongside performance metrics to help you track and measure your efforts. With this, you can optimize your efforts and make data-based marketing decisions.
An ecommerce marketing plan provides a blueprint for your marketing efforts, steering your ecommerce marketing efforts in the right direction. Here’s a guide to help you create an effective marketing plan for your ecommerce brand:
When you think of an ecommerce brand like Amazon, you think of a customer-centric company. The first step to creating an effective marketing plan is to define your brand. What will your brand be known for? What exactly is your brand all about? What is your brand positioning?
Defining your ecommerce brand is a critical part of your marketing plan as you will need to create marketing activities that resonate with your brand. You want to ensure that you are clear on everything about your ecommerce business, from your logo to your vision, mission, and value proposition.
One powerful tool for branding is storytelling. Through storytelling, you can create consistency around your brand positioning.
The second most important part of your marketing plan is defining your target audience. Beyond identifying your target audience, you need to understand them. You can create a buyer persona (a fictional representation of your ideal customer) to identify their demographics, motivations, interests, pain points, and more.
Before creating marketing strategies and tactics to reach your target audience, it is crucial to carry out a situational analysis to get insights into how your competitors are marketing their products and the kind of tactics used. Take note of all their digital marketing activities, and carry out a SWOT analysis to identify your strengths, weaknesses, opportunities, and threats.
By carrying out a situational analysis, you can take the guesswork out of your marketing and create a data-driven, research-based marketing plan.
Your unique value proposition clearly describes the unique benefit your product or service adds to your target customers. In other words, your unique value proposition determines if a customer will find out about your product and make a purchase or if they will dash out of your ecommerce store.
Insights from your situational analysis can help you find out what makes your product or brand unique. You also want to determine your product pricing, discounts, and other added benefits.
Your marketing resources include your budget, the human resource required and the time it will take. You want to set aside a budget for each of your marketing tactics and identify the time and human resources needed for execution. When calculating your marketing budget, you want to consider your product and shipping cost, discounts, as well as profits.
Keep in mind that you don’t have to execute all your marketing strategies and tactics at once. To streamline marketing resources, you can zero in on marketing tactics that can help you reach your target audience faster and then expand over time.
Your marketing tactics will vary depending on who your target audience is and what marketing resources are available. So, if your target audience falls more in the younger generation, TikTok or Instagram marketing may be a more effective social media channel to reach your target audience and drive engagement.
On the other hand, if your target audience falls in the older generation, platforms like Facebook may be ideal.
Whatever the case, you want to choose your marketing tactics based on your target customer’s demographics, behavior, and preferences. There are various digital marketing tactics including email marketing, social media marketing, PPC ads, and so on.
No marketing plan should have an unending date. After identifying your marketing tactics and resources, you also want to define the timeframe for each marketing tactic. You can set your timeframe to three months, six months, or even up to a year.
So, if you plan on using both TikTok and Instagram for running marketing campaigns for your brand, you want to define how long the marketing campaign will run using these channels.
By setting clear timeframes, you can effectively manage your budget and human resource.
If there are no measurable KPIs and metrics, your marketing plan is only a well-written document. As you execute various marketing tactics, you want to be able to measure their impact on your ecommerce business.
Depending on what your goals are, some metrics for success include social media engagement, website traffic, number of leads, conversion rates, rate of customer retention, and so on. You can access various ecommerce analytics tools that can reveal data and insights. However, you want to carefully outline what your metrics of success are in your marketing plan.
As we mentioned earlier, your marketing plan shouldn’t have an unending date. You need to consistently examine how you’re following through with your marketing plan, and how it is impacting your overall ecommerce business growth.
So, you can set up an audit every quarter or half of the year. You want to find out how well you’re keeping up with your marketing plan, the impact of various marketing tactics on your business, what marketing tactics are effective and which are not, how well you’re managing your budget, what additional resources you may need, and so on.
By auditing your marketing plan frequently, you can adjust your strategies and identify growth opportunities.
An ecommerce marketing plan defines how you can take your brand to your target customers and is crucial in an increasingly competitive digital landscape. Keep in mind that your ecommerce marketing plan is not a one-time project. You want to maintain an audit cycle to ensure you stay relevant while meeting your business goals.
You can access some templates online like HubSpot’s marketing plan template to build your own ecommerce marketing plan.
Want to work with an ecommerce marketing agency? You can sign up for a free virtual meeting with ecommerce experts at ePlaybooks right away.