How to create a marketing strategy for eshop

Internet business, just like stationary business, must have a development strategy, which includes the definition of marketing activities. A marketing strategy for e-business should be built right from the start and even before the start of the business. It allows you to determine which activities, at what cost and to what group of recipients will be targeted. The guidelines allow for coherent actions in the area of sales and image building. As you can see there are many advantages of having it, but many businesses do not know how to create marketing strategies for the e-shop.
A good plan is half the story. Such a plan is the marketing strategy. Its development is particularly important for online businesses. It allows you to follow the road ahead and to be cautious about the ever newer technical innovations and wonderful marketing tools. It will also help to avoid many mistakes and unsuccessful attempts at applying various marketing tactics.
Objectives in the marketing strategy for the e-shop
The first element to be defined in the marketing strategy for the e-Store is the goals to be achieved. These objectives should be SMART, i.e. specific, measurable, achievable, relevant and timed. In the marketing strategy it is worth to make sure that these goals are not too many, because then the tasks will be dispersed and it will not be possible to implement all of them.
Target group in the marketing strategy for the e-shop
Another element of the strategy for online business is to define a target group. It is not an easy task and it requires thinking through and checking a lot of data. However, if you do this work, you will only be able to direct your messages to those people who are potentially interested in the services or products. The desired action when defining the target group is also to build segments and specific persons. This will allow for greater accuracy and accumulation of needs and motivation of a given person.
How to build personnel? Imagine running a small travel agency to sell tours from large tour operators – who could be your target group? Agnieszka works in the accounting department of a medium company in the 1950s, her earnings are between 3.5 and 5 thousand net per month. She goes on holiday once a year, when she has her holidays. Uses the offers of a travel agency as he does not speak any foreign language. She is interested in holidays combined with sightseeing, but not intensive ones. The trip is on the Internet, but he likes the paper catalogues.
With such a description, it will be easier for you to prepare your advertising message and offer for your potential customers right away.
The next step in determining the target group is to consider where they are most likely to be and where they are looking for information. Whether it’s blogs and thematic forums, or maybe a specific social media channel, which pages it visits, how often and at which times – all this data is essential for proper marketing.
Marketing tools for the implementation of the strategy
When, you know what, you want to achieve and who to target your services to, it’s time to think about what actions you’ll use for this. There is plenty to do here, from event marketing to email marketing and social media. Write down in detail how these tools will be used, e.g. sending a newsletter once a week, entering the company blog 3 times a week, organizing webinars for as many as a quarter.
The marketing budget for the e-shop
The marketing strategy should also specify what funds you can spend on individual marketing activities. This is not only about budgets for Facebook advertising, but also about the remuneration of people who will be responsible for the implementation of the marketing strategy. It is best to have a monthly budget detailing all the expenses. If only the owner of the enterprise takes care of marketing activities, you can also add the time it will take to complete the tasks and estimate how much it costs.

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