What’s in an E-Commerce Digital Marketing Plan?

Digital marketing is on the rise, becoming more and more critical for online stores. The key to this growth is digital marketing being a very personalised process. It is tailored specifically to the needs of each business.

To create a digital marketing plan for any e-commerce marketplace, some key components must be included. This includes tracking reports from an analytics system, making use of email software, search engine optimisation, and social media management tools, among others. 

1. Tracking Reports from Analytics System

An analytics system will give the website owner, or the digital marketer, a data-driven approach to crucial areas like What are your top-selling items? How do customers interact with your website? Which landing pages and marketing emails have worked best? Once these questions have been answered, you can determine what changes to make to your site. The digital marketing plan should be data-driven since you’ll see an immediate improvement in sales once you’ve made changes.

Many analytics tools to choose from, like Google Analytics, Woopra, and Omniture. These tools will work well, but it’s essential to make sure that it matches your business. If you have a product-based store, you’ll need an e-commerce-focused analytics tool. On the other hand, if you have a more service-based store, you’ll need something more suited for that type of business.

2. Email Marketing Software

Email marketing is one of the essential parts of your digital marketing plan. It allows you to keep in touch with current customers, and it also helps you draw in new customers. The type of email software you’ll need depends on the number of emails you’re sending out since you want to make sure that everything is handled effectively and efficiently. Some email systems are better for smaller organisations, and some are better for larger ones. There are several email solutions out there, and it’s essential to choose the one that is best for your business.

If you have an online store, making use of email marketing software can be very beneficial for your audience. With email marketing activities, you can make your audience aware of the various service and product offerings of your business. Furthermore, you can lure them into receiving discounts, redeeming coupons and telling them about the limited time offer. All this can result in increased sales of your products and improve the conversion rate of your website visitors. 

3. Search Engine Optimization’s

Google is the most popular search engine, but that doesn’t mean that all of your marketing efforts should be directed toward it. Social media platforms like Facebook, Pinterest, and Twitter each have their algorithm that can impact how well you perform in a specific area. SEO, however, is very important for bringing high quality organic traffic to your website.

With the optimal practices of SEO, you can increase the visibility of your product pages and increase the click-through rate of your website and product pages. This is also important in competing against the product pages of the other competing ecommerce websites and online stores that offer similar products as you. 

4. Social Media Management Tools

Social media is a massive part of digital marketing. If you’re not using social media platforms as a part of your overall strategy, you’re falling behind. Social media management tools like Hootsuite, Buffer and Sprout Social allow you to manage multiple social media sites on one platform. It means that you can stay in touch with current customers and target new ones. In addition to this, social media management tools will allow your Facebook page to be managed automatically. Using tools like Facebook Insights, Twitter analytics, and YouTube analytics, you can monitor the performance of your social media marketing activities. By seeing how your posts are performing, you also have the opportunity of making changes to your marketing strategy.

5. Conversion Rate Optimization’s

Another essential part of your digital marketing plan is conversion rate optimisation. The more engaged customers are on your site, the higher your conversion rate will be—which means that this is something that should be determined by your business and not the digital marketer. Conversion rate optimisation software like Optimizely helps you gather information on user engagement and allows you to measure how well each page or email of your site is performing. With this data, you can make the necessary changes to your online marketing plan to be more effective for your business.

6. Boost Product Visualization

While e-commerce websites would only show a product on their site in the past, now they are using different tools to bring the product to life. It includes 3-D modelling and 360-degree photos or even videos. The goal is to show customers exactly what the product looks like and how it works. This strategy is called “Boost Product Visualisation.”

This aspect is becoming more and more critical, as 60% of customers want to be able to visualise what a product will look like before they purchase it. It is one of the most crucial factors since it can make the difference between a customer making a purchase or not.

7. Branding

As your e-commerce website grows, the importance of building branding increases. If you’re not branding your online store yet, it is time to start doing so. It is another essential part of the digital marketing plan. Branding should be tailored to your specific business, and it may involve creating a logo or changing the colour scheme. There are many options and trends for branding your online store, so you should choose a method that works best for your business.

8. Ecommerce Marketing Tips

Once you’ve determined what a digital marketing plan for an e-commerce website includes, you can start to put together an actual plan. It should be a well-thought-out plan that will guide your business. Some of the tips for establishing this plan are as follows:

8.1. Explore your Competition

It can be quite helpful to go online and see what your competitors are doing. Looking at what they are doing will allow you to determine how they are approaching their online marketing. It can help you draw up a better plan that will attract new customers and retain the old ones.

8.2. Focus on Data

Use data to drive the direction of your site. Many analytics tools can track important information about how customers interact with your site. While the digital marketer needs to collect this data and present it to upper management, it’s even more critical for upper management to understand this data to make decisions based on it.

8.3. Constant Contact 

Make sure to have constant contact to keep up with the latest trends in email marketing. Constant contact allows you to stay on top of all of the emails you send out and even offers other tools like lead tracking and email marketing software. It can help you improve your conversion rate and help you recruit new customers.

8.4. Build a Loyalty Program

You may have your loyalty program in place, but it’s always good to have one more on the side, which is what an affiliate program is. There are many different ways to run a customer loyalty program. You can offer free products, give people a discount, or even offer exclusive product access to members of your site. It can help you increase the number of customers you have and retain those customers as well.

8.5. Use Personalisation

Personalisation allows customers to feel like they are a part of your business. Use things like customer names, favourite colours, or what they like to eat. You can also use the voice of customer software to find out the favorite colours and then use these colours in the website’s design. It gives people the feeling that this is their site when it’s yours.

9. Bonus Tip

The eCommerce marketing plan is a well-thought-out plan that pertains to your business and should be well put together before implementing it. In addition to this, you should make sure that you are using the right tools to help you track important information and incorporate it into the overall marketing plan. Considering these things, you can better determine what an eCommerce marketing plan looks like.

9.1. Work with Influencers

Influencers can be the face of your business. They appeal to the masses by purchasing products from your website and creating a buzz about your business.

Ultimately, they need to be someone that people relate to. Choose your influencers wisely and take into account a variety of factors such as their appeal to the audience and the budget for influencer marketing. 

10. Final Words

Digital marketing for e-commerce websites involves several different elements. The digital marketer can help create an online marketing plan that will include all of the elements you need, from social media management to conversion rate optimisation. With this kind of plan in place, you can reach new customers, retain the ones you already have and make sure that everything is working effectively.

Team EMB

Our team of expert writers is committed to bringing insights on topics ranging in the fields of technology, marketing, and business. With a wide-reaching range of services on our platform, we help businesses achieve digital transformation end-to-end.