Creating Your E-Commerce Digital Marketing Strategy: A Step-by-Step Guide

Unlike traditional marketing, digital marketing involves a wide array of methods. Key players include social media marketing, email marketing, and search engine optimisation. Supporting strategies such as pay-per-click advertising, Google Ads, video marketing, and native advertising also play crucial roles. Deciding where to begin can be daunting.

The Importance of a Digital Marketing Strategy for E-Commerce

According to Smart Insights, 46% of brands lack a digital marketing strategy, and 16% have not integrated their strategy into their marketing activities. Without a clear, strategic plan, tracking results, learning from mistakes, and growing your business become nearly impossible.

Creating a digital marketing strategy involves defining your audience, understanding their behaviour, and knowing how to reach them. You can’t wing it like traditional billboards and TV adverts. While these forms of advertising still have their place, today’s consumers are more savvy, making cost-efficient digital strategies essential for effective marketing.

An agency specialising in internet marketing can guide you, but here are some straightforward steps to get you started.

Steps to Create an E-Commerce Digital Marketing Strategy

To build a successful digital marketing plan, you need to follow these six essential steps:

1. Identify Your Goals and Objectives
2. Create a Customer Persona
3. Determine Where to Find Users
4. Analyse Your Existing Digital Marketing Channels
5. Incorporate Automation and Personalisation
6. Make Mobile a Priority

1. Identify Your Goals and Objectives

Setting clear goals is crucial. Use the SMART framework: Specific, Measurable, Attainable, Relevant, and Timely. Define exactly what you want from your digital marketing efforts to track progress and make necessary adjustments.

Examples of clear goals include:

• Increase conversions by 20% in the next three months
• Launch two promotional offers by June: a free eBook and a magazine subscription
• Gain 20,000 email subscribers or reach 20,000 monthly website visits

2. Create a Customer Persona

Understanding your target audience is key. Develop detailed buyer personas using research and analytics tools like Facebook Audience Insights and Google Analytics. Your persona should be specific, reflecting their demographics, interests, and pain points.

For example:

• Mary, 25-30, with at least one child under five, living on a budget in a middle-class home. She works full-time and values a healthy, organic lifestyle despite her busy schedule.

Consider:

• What problems can you solve for her?
• What are her goals, fears, and aspirations?
• Who influences her decisions?

3. Determine Where to Find Users

Identify where your target audience spends their time online. Use analytics to discover their preferred platforms and content types.

For example:

• A home renovation company might find clients searching for ‘bathroom design ideas’ on Google or Pinterest.
• Customers facing immediate issues like water damage might find you via Google Ads.
• Budget-conscious homeowners could respond to Facebook ads showcasing affordable renovation offers.

4. Analyse Your Existing Digital Marketing Channels

Evaluate the performance of your current digital marketing efforts. Assess your website, social media, Google AdWords, and other channels. Determine what works, what needs improvement, and what can be discontinued.

For instance, if your website receives 100 visits a month but you aim for more, consider redesigning landing pages or adding a blog.

5. Incorporate Automation and Personalisation

Use tools to personalise and automate your marketing. Email marketing tools can segment customers based on their interests and behaviours, while retargeting ads can show users products they’ve previously viewed. Automation ensures you provide relevant content to your audience, enhancing their experience.

6. Make Mobile a Priority

With over 52% of internet access happening via mobile phones, optimising for mobile is essential. Ensure your website and email templates are responsive to various devices, including smartwatches. Mobile optimisation should include fast page loading, user-friendly design, readable fonts, and SEO practices.

Bonus Tips

Know What Sets You Apart

Identify your unique selling points and highlight them in your marketing. For example, one of Coca-Cola’s unique selling points is that that have a secret ingredient that no other soft drink company knows about. Find your unique ingredient and make it a central part of your strategy.

Focus on Blogging

Blogging is a powerful strategy for improving SEO, driving website traffic, and establishing authority in your field. It supports other marketing efforts and can be cost-effective.

Be Ready to Service Incoming Leads

Ensure you have the capacity to handle the leads your campaigns generate. Plan for additional staffing or consider customer service outsourcing if necessary.

Final Thoughts

Creating a digital marketing strategy is the first step. From there, develop a calendar, plan your campaigns, allocate resources, and track progress regularly. For those needing extra help, a digital marketing agency can provide expert guidance and implementation.