Nowadays, e-commerce is considered as a mainstream selling platform. However, in order to be successful in online selling, a definite online marketing plan is needed. Whether a company is still in a planning stage of setting up an online shop or has already launched an online store, a good marketing strategy will always be useful. This article will set the guidelines and will help entrepreneurs not to deviate from their objectives.
Analyze the Initial Situation
In the first phase of an online marketing plan, work should be done in collecting and analyzing relevant information about the market environment. Your company should also assess who are your potential customers so that you can draw the game scenario.
All self-improvement work begins with an inner reflection, thanks to which your business will be aware of your abilities and limitations. Your company can begin by defining this in the following few sentences phase: who you are, what you do better than others and what you must improve to match or exceed the level of your competitors.
These premises will be the foundation of your online marketing plan, therefore, it is better for you not to confuse what you are, with what you want to become.
Set a Goal
The marketing plan is a roadmap towards achieving one or more objectives. Therefore it is essential to define what aspects you want to improve and measure how much. It is obvious that a basic objective will be to increase turnover, however, you can set secondary objectives such as increasing the number of repeat customers by 10% or increasing the average minimum value of the cart by 10 dollars.
Not all of your customers who will buy in your online store will have the same needs. If you want all of them to perceive an improvement in your online shop, you should start by classifying them into groups according to some key characteristic: purchasing power, location, socio-cultural aspects, profession, etc.
For example, if you have an online store for decoration, you will have clients who want to decorate their home or hire professional decorators. Both will buy your products, but they need different treatment.
Market Environment Analysis
In this phase you have to study the current status and market developments where you work, for this purpose, you have to seek sectoral reports and analyze the evolution of searches for keywords related to your activity. Next is to find and classify your main online competitors. You can start by defining a list of keywords that you would like to appear in good positions in search engines. Then check which online stores are being positioned for these terms. You can use competitive intelligence and benchmarking tools to get that information in a very simple way. In addition to pointing out who your competitors, the tools will list the keywords for which they are positioning and will show graphs with an estimate of the web traffic they receive. That information can give you an idea of how much traffic you can get and what seasonality the sector has. Additionally, it is recommended that you follow your competitors in social networks, subscribe to newsletters and periodically visit their websites to know what they are doing and how it is working.