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E-commerce marketing planning is about formalizing how you intend to drive traffic to a website and convert it from prospective users to customers.
The plan specifies exactly how a business intends to use e-commerce marketing channels to attract, convert and retain customers. With an integrated plan aligned to the business vision and consistent with an omnichannel approach, a business can expect to see accelerated results.
Nearly half of companies don't have a clearly defined digital marketing strategy. Of those who do, the majority have integrated it into their overall marketing strategy.
The RACE Framework is the perfect tool to assist the e-commerce marketing planning stage, allowing you to focus on each stage: plan, reach, act, convert, and engage. The model divides the customer journey into clear phases, demonstrating appropriate marketing activities playing a different role in each stage.
Plan: Create a digital marketing strategy, mission and objectives
Reach: Grow your audience online, situational analysis and competitive landscape, target audience, budget and goals
Act: Encourage brand interactions and leads, media and channels
Convert: Increase online and offline sales through optimization, KPIs and success metrics
Engage: Build customer loyalty and advocacy
Begin your plan by assessing the previous year’s performance. To create an effective digital marketing strategy, you must first have a good idea of what is working as a strength as well as knowing your weaknesses.
You should also have a view of the market and your competitors’ activities.
What is the growth timeline and how do you intend to reach new customers?
Reach involves building awareness of your brand, products, and services. After all, no one can buy from your business if they don’t know it exists.
ToFu (top-of-funnel) tactics as part of your e-commerce marketing plan should focus on how you can use other websites and offline media to drive traffic to your owned media e.g. website, blog, or social media profiles.
What channels and content works best to grab attention with the target audience? What makes them take action?
The ACT stage in the e-commerce marketing plan is aimed at encouraging interactions that will result in lead generation. It focuses on creating interactions with content rather than conversion at this point in the funnel. MoFu (middle-of-funnel) marketing works to position the company as the best provider to suit the customer's needs.
Plan the next year’s activities with appropriate budgets and KPIs specifically aimed at the middle of the funnel.
How do you intend to convert a lead to a sale? What activities will persuade your audience to take that vital next step and turn into paying customers? BoFu (bottom-of-funnel) looks at the end of the process; generating the conversion.
Today’s customers expect a personalized digital experience. This might be dynamic landing pages, multichannel marketing offering a range of conversion techniques such as email, LiveChat, and product demos, and fully optimized mobile browsing.
It’s important to remember that payment can be made through online e-commerce transactions or offline channels. The customer journey is not linear and a deep dive into analytics and customer data is essential to understanding the path to purchase. You should consider this as part of your omnichannel marketing strategy.
Identify conversion funnels and paths to purchase.
Plan how you can personalize the digital experience within your current constraints and resources.
Establish a communication process between your marketing and development teams.
This stage in the funnel requires you to keep adding value to your brand experience to generate repeat purchases, build loyalty, and improve customer satisfaction.
Your e-commerce marketing plan should include a view as to how you will track and report on all KPIs:
Surveyor planning and development
Thinking about your e-commerce marketing plan for 2022? Use the RACE Framework to create a focussed and well-structured digital marketing strategy.
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