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How To Build And Execute A Successful Ecommerce Marketing Strategy

7 March 2022
By Developers

Ecommerce marketing is the practice of driving top-of-funnel traffic to convert into sales and new customers; and there are a number of approaches one could take to achieve that.

From focusing on organic traffic and SEO to driving targeted traffic with Facebook or Google ads, you can mix and match paid and non-paid strategies to determine which marketing mix converts the most people.

As marketing tactics and marketplace algorithms evolve, so should your campaigns and strategy in order to get maximizing return on ad spend and operating costs associated with non-paid growth strategies such as SEO.

How to Create an Ecommerce Marketing Strategy

While planning your ecommerce future, go through the following exercises while writing your business plan to ensure that your methods and strategy are well thought out and will withstand the test of time.

The executive summary

An executive summary is essential for an ecommerce marketing plan because it provides a broad overview of the project that is easily disseminated to your company's leaders and decision-makers.

The executive summary should summarize the most important aspects of your strategy, such as its overall purpose, desired outcomes, and project recommendations.

Objectives and goals

Make your goals and objectives specific and clear. Before setting stretch goals to motivate yourself or your team, your primary focus should be on creating realistic, attainable goals.

Once you've started executing, there will be some necessary revisions of course, but by stating the goals and objectives loud and clear to yourself, you would at least have a route that would not let you be clueless.

Value proposition and mission statement

When developing an ecommerce marketing strategy, you must be able to answer the following fundamental questions:

  • What is the goal of this company?
  • What are you going to do?
  • What are you not going to do?

Customers, personas, and markets to target

Understand your target audience. If you don't know who you're targeting, what characteristics define them, and where they live, you'll run ineffective campaigns that waste money on low-converting, unqualified individuals.

Make sure you have a fair understand of:

  • Age groups
  • Gender distribution
  • The geographical location
  • Purchase power
  • Online purchasing habits

Strategy for pricing and positioning

Do your homework. Increase customer loyalty by ensuring that your pricing and positioning provide real value to your target audience. Forcing new products on your target customers that they believe are overpriced is a losing proposition, especially since modern price comparison is quite simple.

There will be opportunities for testing and refinement throughout the lifecycle of your product, but doing a little more work upfront will benefit you in the longer run.

Implementing an Ecommerce Marketing Strategy

By this point, you should have a firm grasp on the subtle nuances that define your company.

If you're a small business or even an online retailer, this is when you lay the groundwork for future growth, and if you're more established, this is when you accelerate your growth trajectory:

Create a sales and lead generation strategy

Because there are no one-size-fits-all solutions, you'll have to get creative. The possibilities for marketing your company are virtually limitless.

Consider a sales funnel diagram that depicts your customers' journey from Awareness to Interest to Desire to Action. Each stage of this process should include notes about the specific marketing strategies you'll use to guide prospective customers through the funnel.

Purchase technology as well as reporting software

Before launching a major marketing campaign, you must be able to answer the following questions:

  • Is the technology I'm currently employing to track the efficacy of my marketing efforts adequate?
  • Can it be used to see if the KPIs I'm attempting to improve are improving?
  • Will it assist our team in accurately calculating the ROI of our actions?
  • As previously stated, the sheer number of marketing channels continues to grow, and the tools you use to track that data must be adequate.

Begin with conversions

Bottom of the funnel strategies should be included in your lead generation and sales funnel plans to help customers cross the finish line. Launch these campaigns first to generate sales and build momentum.

In the end, conversion rates are among the most valuable statistics for an ecommerce business, and understanding them is critical to your company's long-term success.

Examine the situation

Set aside some of your ecommerce marketing budget to experiment with new strategies. After all, you won't know what works and what doesn't unless you try it.

However, the number of strategies and channels available to help drive online sales is vast and while you may be tempted to race ahead, outsourcing your efforts to a digital marketing for your e-commerce business would be the wisest choice you could make. Agency like HOVO Digital - the no. 1 digital marketing agency can understand your needs and mix it with their expertise in order to give you the best result possible! Our professional marketers understand your business and come up with customized strategies that help all of our clients and their ecommerce businesses to grow 3x. If you want to go with the same speed then get in touch HOVO Digital right now!