5 Tips to Create Successful Digital Marketing Strategies for eCommerce
Let's say that you fit into one (or perhaps more) of the next categories:
- You work at an eCommerce company, maybe you are the new employee that's going to have all the good ideas after reading this blog post;
- You are managing an eCommerce business, and you have a feeling that something is missing and you could be better at what you are doing.
- You have just started your own eCommerce business and you need to learn more about creating digital strategies.
If you relate to any of these people, this blog post can be the so-called answer to your prayers. After implementing these 5 simple tips, your website will be the ultimate online shopping destination.
Stay with me and scratch the surface into creating the best digital strategies for eCommerce businesses. These tips will help you through your difficult times, like figuring out buyer personas, abandoned shopping carts, and anything else you will encounter in this field.
1. Developing Your Plan and Setting Your Goals
To create your digital strategies, the first step is to approach developing your plan and setting your goals.
The plan provides information that answers simple business questions that will help you to synthesize your business challenges, goals, questions, and requirements.
After you've planned, you can use your plan to review what should be your next approach. Which audience are you going to be targeting, any timeline of delivery you will be following, and so on...
By creating a clear plan, setting, and visualizing your goals would be easier. These goals will define your future work which you can then start to execute, trace, and analyze.
It can be argued that the creation of a detailed plan and goals increases the time it takes to start with actions, but in the long run, a clear plan can actually reduce the time of delivering successful sales.
A good simple plan and goals that you will set for your eCommerce business should clearly state the following:
- A clear structured way of your business
- A road-map for the future
- Clear objectives and the decisions to be made to deliver them
- Financial impact: budget, resources, tools, data, resources needed, the technology required, capabilities achieved, and the timelines for doing all of these.
The ultimate goal of this plan is to deliver the answers to questions that will need you further when creating your digital strategy.
The plan shows that you understand the business goals and know what is your main focus and what the outcomes could be.
2. Figure Out Your Audience
Building a successful digital marketing strategy is like planning a world tour. You have to know which cities you will be visiting, according to your targeted audience.
After creating your plan and setting your goals, you will have a clearer vision of the starting point. Once the starting and ending points have been identified, designing the ‘tour’ according to the plan becomes a lot easier.
The outcome will be easily determined if you know who your buyer personas are. This means that carefully choosing your targeted audience defines where your resources will be focused next.
Most eCommerce businesses sometimes have the wrong target audience and therefore are sending the wrong messages to the people they are advertising.
How are these mistakes happening?
Well, you as an employee, manager, or owner know the product/s, their use, and for what they are intended to be used. But, the way you will be addressing the audiences' needs and which demographic focus you will choose, is entirely another thing you need to consider.
These demographic profiles can be fairly broad to very specific. For example, introducing a new tablet wouldn't suggest only those individuals who use a tablet are the intended audience of the ad message for the product.
As it turns out, most tablet users also have computers and mobile devices. Another example of targeting the right age would be the offering of new roofs. If you aren't targeting people that own their homes, you are wasting your budget.
Another thing to consider when you are figuring out your target audience is the channels that will be used for advertising. Yes, we all want the budget for every social media platform, but oftentimes our presence on every social media is not even needed, let alone affordable.
For example, showing ads about changing the roof to the category of people called Baby Boomers would be a good tactic. But, if you use Instagram or TikTok to target these people, you will make a mistake. That's why deciding on the right channels is really important.
Before designing your digital ad or message, it is advised that some time be spent on understanding the audience by identifying the stage of the buyer's journey they are in. Also, the demographic profile, and the specific message to deliver.
In some situations, an overall general message that’s traveling through general social media and is broadly targeting can provide efficient means of moving individuals to action. But here's the catch, this way of advertising is going to cost!
In smarter situations, a specifically created message to a targeted individual is the key to success.
3. Determine Your Budget
It is important to know the amount of money accessible to accomplish the task set for digital marketing.
eCommerce businesses usually know what they need completed and they know that their ad spends are to be kept within a certain budget. The question becomes: For which niches in digital marketing you will be spending your money?
For example, for companies with subscriber bases and established viewing audiences, it will be easier to use email marketing. Moreover, finally converting those customers that abandoned the cart can also be powerfully done with email marketing.
Also, investing in SEO and search engine ads is another way to go. Here you will need to use the right keywords and match them with the intended audience.
These are the advertising platforms beginners forget about and only start using social media. In the beginning, if you are not completely sure which digital marketing platform to choose for your ads, try spreading your budget and then analyze the results.
4. Take Care of Your Customers
Ecommerce isn't just about the website anymore. Yes, you still need to have a good website, but the most popular eCommerce sites offer an excellent mobile experience, not just through the mobile, but through mobile apps as well.
Mobile eCommerce is growing faster than desktop eCommerce sales. Also, more than 30% of mobile customers will leave your site if it's not optimized for mobile.
Taking care of your customers should be part of your overall digital strategy. In the end, it's them who you are trying to make happy.
Other than optimizing for mobile, your website should be easily accessible and the content should be written clearly and understandably. A good eCommerce website should have good navigation (you wouldn't want your customers not knowing where to click).
Another way to take care of your consumers is to personalize the ads, emails, and promotions you will be sending out to them. You probably already know that content is king, but when it comes to sending out promotional messages, personalized content is the new kind!
Don't Forget to Analyze
eCommerce is becoming an extremely competitive game. It takes huge amounts of resources to even try to compete with the major eCommerce players.
Therefore, companies are competing by creating digital experiences that enable a person to quickly and easily find and buy. You can do this as well.
Then with analyzing your data, you can compel your customers to come back, again and again, to buy more online and in-store.
People come to eCommerce sites with specific goals in mind: to get to know a product, read more information, see the reviews and comments, compare prices with other competitors, and finally for buying.
Knowing how much time they spend on your website, where they click, where are they coming from, and are they returning to your site is important.
Other information is also collected about customer behavior, such as user interactions and events on the site, data associated with products viewed, promotion codes used, the keywords inserted in the search, and many other data points.
New eCommerce companies use this data and analytics to compete with other businesses in the field.
When you've analyzed all of this customer data you can use it to understand the financial measures, like the cost of customer acquisition and customer lifetime value. Customers' loyalty and advocacy, retention through nurturing, satisfaction rate, and churn can also be optimized.
All these different types of data about the whole eCommerce activity and actions can be seen, measured, analyzed and interpreted to improve company performance and to make better decisions in the future.
Wrapping Things Up
The simple process described in this blog post can enable you to develop marketing strategies in a way that is structured and emphasizes the connection between the company's activities with the implementation of the digital marketing strategy.
The process lets a manager determine whether or not a strategy is in keeping with the business's vision and whether it has a reasonable chance for success.
Finally, the process requires a person to analyze the impact of the strategy on the company which, as a result, can reduce strategic mishaps and ultimately lead to success.
If you aren't completely sure how to achieve this, don't hesitate to hire professionals. Schedule your free consultation today.