E commerce Marketing Plan
As you scroll through your favorite online shopping app on your mobile phone, do you ever wonder how huge e-commerce has become since it first made its way to the business world? You may also see strategic marketing plan examples.
E-Commerce Marketing Plan Template
More and more consumers carry out their shopping activities online than ever before. Online sales are beginning to exceed expectations, bringing the brick-and-mortar businesses to shame. But figuring out what to sell, designing a website, and generating traffic is actually a lot harder than you think. You may also like marketing strategy plan examples.
You can’t expect traffic and sales to start surging in the moment you launch your e-commerce website. For this reason, developing a marketing plan to guide your e-commerce business through a competitive industry is extremely important.
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Animated E-commerce Marketing Plan Example
What Is E-commerce Marketing?
E-commerce marketing is a process of aligning goals and strategies in order to attain sustainable online traffic growth that could potentially result in sales. This is usually achieved by raising awareness about the online store’s brand, along with its product or service offerings. The primary objective of this approach is to drive website traffic and optimize a user’s experience to convert average site visitors into actual shoppers.
In growing your online business, implementing various customer-focused strategies and campaigns can help establish your online presence in a fierce marketplace.
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6 Successful E-commerce Companies to Learn from
As new companies rise up the competitive ladder, weaker companies lose their touch and slowly fall out of the market radar without a word.
The e-commerce industry is a fast-changing domain that constantly churns with new businesses opening, and older, failed businesses disappearing into the background. Despite the volatility of such industry, e-commerce continues to be a fast-growing trade that has gotten many entrepreneurs hooked. You may also see business marketing plan examples.
But how do these businesses generate success?
It all comes down to one strategy that every e-commerce business should pay attention to—content marketing.
When executed properly, content marketing has the ability to rake in a huge chunk of an online audience. This can help build a brand’s visibility in online searches, elevate brand awareness among consumers, and reduce your customer acquisition cost. Though it’s always best to make the most out of a diverse marketing strategy, many online brands have acquired a tremendous amount of growth and success by focusing their tactics on content marketing.
To give you a glimpse of how it’s done, let’s take a look at the following e-commerce companies and their stories:
1. Envelopes.com
We often associate content marketing with blogs, videos, and other forms of visual content. But content marketing is actually an inclusive craft that can come in several different forms. There are many variations as to how it can be established to help boost your e-commerce business in the industry.
Let’s take Envelopes.com, for example. Rather than continuously bringing in leads to turn them into recurring customers, the popular e-commerce site began targeting the leads that they were slowly losing.
To do so, the company enhanced its cart abandonment emails by sending a series of engaging emails that were strategically divided into specific audience segments. Recipients were categorized according to user behavior leading up to abandonment. You may also like event marketing plan examples.
Thanks to this unique strategy, the company successfully reduced cart abandonment by obtaining a cart recovery rate of 40%.
2. EasyDNS
While on the subject of content marketing via email (or email marketing, as many would call), EasyDNS may know a thing or two about e-commerce success.
EasyDNS is a company that provides domain names and DNS for other websites online. It’s a popular business that competes with companies like GoDaddy and NameCheap in assisting online entrepreneurs in starting their own websites. As part of the company’s content marketing campaign, EasyDNS set up a series of triggered emails which helped the company improve its revenue by an astounding 10%. You may also check out restaurant marketing plan examples.
For a company that brings in millions of dollars each year, 10% is a fairly large figure that certainly calls for a celebration.
Similar to Envelopes.com, the company targeted their emails according to different audience segments. This ultimately refined acquisition and satisfied existing customers.
3. SKLZ
We all know how e-commerce companies like to entice buyers with written product descriptions that are compelling enough to make us spend more than we intended to in one sitting. As if this bait wasn’t enough to empty out our pockets, SKLZ took content marketing to a whole other level with an engaging visual content you just can’t say no to. You may also see digital marketing plan examples.
To offer prospects a better understanding of how their products are used, SKLZ made the bold move of including videos on their product pages.
If you’ve ever watched the home shopping network on television as a kid, then you probably know how convincing product advertising videos can be. This content marketing strategy supplied customers with a one-of-a-kind shopping experience that other companies can only dream of. These videos are designed to inform and train customers about how their products are intended to be used. You may also like personal marketing plan examples.
It also serves as a clever source of learning for athletes and sports-enthusiasts to widen their knowledge about the proper use of certain sports gears and training accessories.
4. Beardbrand
Instead of relying on traditional methods of content marketing such as blogging or providing everyday life tips on social media, Bearbrand began a campaign that centered on storytelling to build a strong emotional and psychological connection with its online audience. You may also check out how to write a marketing plan for a business.
What began as a simple strategy to increase customer engagement turned into an effective branding and promotional effort that helped the e-commerce company generate $120,000 in sales per month within its first year of launch.
Beardbrand, which is an online men’s grooming company that specializes in beard care and styling, used this as an opportunity to unite members of the community who didn’t want to be labeled as hippies, bikers, outdoorsmen, or homeless folks. You might be interested in apartment marketing plan examples.
5. Zappos
As opposed to using content marketing to boost sales, the successful shoe website Zappos considered content marketing as a platform to connect with their desired audience.
Apart from the company’s blog, Zappos even has Twitter accounts of over 400 employees who use the social network to promote the company’s culture. Their general marketing strategy focuses on communicating passions and reinforcing company values to the public, rather than promoting its own products and services.
6. Wet Seal
Wet Seal, an American teen clothing retailer, carries low-, budget-, or economy-priced items for customers to enjoy. In the company’s website, you can find different product lines that fit women of all sizes. Besides shaping the brand’s image toward total inclusivity, the e-commerce business dedicates its time and energy into nurturing a growing community of teens and young adults. You may also see affiliate marketing plan examples.
Wet Seal focuses on bringing together creativity and unique perspectives of its consumer base to offer social validation for individuals who want to explore the world of fashion with their personal styles. This user-generated merchandising approach helped increase the company’s revenue by 21%. You may also like implementation plan examples.
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How to Develop an E-commerce Marketing Plan
With the amount of time, energy, and money invested into an e-commerce marketing strategy, planning every aspect of your game plan can help reduce risks and increase the likelihood of achieving success. After all, a failure to plan is a plan to fail. You may also see annual marketing plan examples.
With technology becoming more advanced and the Internet widening its scope, growing and competing online requires a comprehensive approach that every e-commerce business should prepare for.
An e-commerce marketing plan is a vital document that provides an in-depth look into a company’s proposed actions and responses to the most prominent trends in online marketing. This includes a study and analysis of consumer demands, along with a series of activities that the company must perform in order to achieve a specified marketing goal.
But for you to create a successful plan for your marketing project, there are a few things that must be kept close to mind.
1. Know your primary goal.
When constructing a framework for your marketing plan, you can start by identifying your goals. For instance, your goal may be to increase your website traffic from an average of 100 visitors per day to 50,000 unique visitors a month. By establishing a specific, manageable, attainable, realistic, and timely goal—also known as a SMART goal—you can make wise decisions in regards to what you want to do and what you should say no to.
In addition, it would also help to know how you plan to accomplish these goals. This allows you to determine whether your goals are too ambitious to achieve with the amount of time and resources that you have access to at the moment; otherwise, you may want to start small and gradually bring it up as you continue on with your endeavors. You may also like making marketing plans that work.
2. Get friendly with customers.
Before you can tailor your content in such a way that speaks the language of your buyers, you must first get an idea of who you are serving. Developing a buyer persona can help you create the right message, to the right audience, at the right time. You may also check out law firm marketing plan examples.
Many companies make the unfortunate mistake of skipping this part assuming that they already know everything about their customers. Though your knowledge about your consumers may be valid, there’s always the possibility of overlooking the characteristics that your customers possess as well as the problems that they face. You might be interested in integrated marketing plan examples.
One way to gather insight about your target audience is by conducting surveys containing open-ended questions about who they are. You can even offer a prize for customers who participate in your program.
3. Identify the competition’s weaknesses.
Through a SWOT analysis, you learn about your own strengths and weaknesses along with the threats and gaps (opportunities) in the market. In the process of performing this analysis, you may also have noticed the weaknesses exhibited by your market competitors. Good research will help you determine where the opportunity lies for your business to thrive faster.
See what customers have been complaining about in different forums and review boards of popular sites like Amazon or Yelp. If it’s something that you can solve by improving your own product or content, pay attention to what customers like and dislike. Finding the weaknesses of your competitors is a great way to help build your own strengths. You may also see product marketing plan examples.
4. Optimize on SEO Marketing.
Search Engine Optimization (SEO) is a strategic marketing method that has helped many e-commerce businesses obtain success. Your goal here is to find keywords that customers prominently use so that you can start gaining traffic from Google or other search engines. You may also like email marketing plan examples.
5. Create useful content.
There’s no point in generating traffic if your content isn’t even valuable enough to keep visitors interested. You need to know what topics, subject lines, and messages appeal most to your target audience. Not only can this increase response rates, but it can also bring customers back to your website whenever they need to know more about something useful. You may also check out social media marketing plan examples.
At this point, solid, well-written articles would be the key toward your customer’s hearts (and wallets).
6. Promote your content.
With over a million sites on the World Wide Web, how will customers and visitors discover your website?
There are four ways for a person to come across your website:
- by typing in your URL on the search bar
- by clicking on an email link
- by clicking from another website or social media site
- by clicking a search engine result
Once you have completed these segments of your general plan, remember to choose an appropriate platform that will support the growth of your business.
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An effective e-commerce marketing plan gives you the opportunity to execute various marketing strategies that will help your business grow in a fast-changing market.In fact, you’d be surprised by how even the simplest approach can have an enormous impact for your company to progress. Although it may take some time to complete, a good marketing plan reduces the risks of mistakes along the way and ensures you make the most out of your unique ideas and financial resources.
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