Marketing is what fuels a business. Unlike brick-and-mortar stores, which take advantage of people passing by, online stores require different efforts to get traffic. You simply can’t create an ecommerce and expect customers to show up as if by magic!
In other words: No marketing, no sales.
At this point, you’ve learned how to market your products, now it’s time to create a killing marketing strategy that will help you channelize your efforts for better results in the long term 🔥
A marketing strategy is a high-level plan of attack that describes the process of reaching prospects to turn them into customers. It is the compilation of different tactics that pursue a specific goal.
Having a clear strategy will help you understand:
After reading this, we’re pretty sure you want to get started with your business strategy. Each store is different, but they all use a similar marketing strategy. We’ll go on a step-by-step journey to explain each element of the plan so you can build your own.
Before making any decisions, you have to get yourself out in the field. Whether you're a print-on-demand beginner or want to create a new plan, dive deep into what your competitors are doing. It’s easier than you think!
Let’s picture it with an example: You’re selling apparel with self-love-inspired quotes and illustrations.
As mentioned before, a SWOT analysis will help you get a bigger picture of your business compared to the others. Following our previous example, it might look something like this:
The idea here is to find your USP (Unique Selling Proposition), which makes your business stand out. It is the reason why your niche decides to buy from you instead of the others. With your SWOT in hand, consider the following:
The answer to these questions is your Unique Selling Proposition.
The marketing funnel illustrates all the stages your shoppers go through when making a purchase. You can create as many stages as you need, depending on your store, but there are three standard categories:
Think about the steps your buyer persona has to perform and what marketing channels they have contact with along the way. This way, you know exactly what materials to prepare and where to share them.
Think of the buyer persona’s questions or search intent at every stage, and answer them with your content.
Once you understand your customers and the relationship you want to have with them, define what you want to accomplish with your marketing efforts. Your marketing goals should always be aligned with your business goals, and they should be specific, measurable, achievable, relevant, and time-bound. For example, if you want to increase your sales (business goal), you need to generate leads (marketing goal).
Once you define your objectives, allocate a budget. It should include all your activities, such as:
You’ve set your goals, great! Now it’s time to define a KPI (Key Performance Indicator) on each of them to keep track of results. For print-on-demand stores, we suggest focusing on the following:
1. Your website
2. Organic content
3. Paid content
💡Fuel Tip: Another way to make your business known is by advertising offline. A good, old-fashioned flyer on local marketplaces or around your community can also do the trick.
Every channel works differently, so you have to define what you want to accomplish on each one. Here are a few metrics you can focus on, depending on the goal you choose:
For example, if you’re looking to increase your sales, you can set a desired Conversion Rate for your site, and track how many visitors make a purchase on your store. Or, if you want to boost your interactions, you can keep an eye on your Engagement Rate growth on social media.
Remember when we said goals should be time-bound? Well, the next step on your marketing strategy is to define deadlines.
Break down all your goals, make a list of all your activities and their continuity, then set specific dates for each one. This way, you know what you have to work on first and what your next tasks will be. Remember to be realistic! Organize your project, take small steps at a time and be constant.
The last step in a marketing strategy is probably the most important: Evaluating your results daily, weekly, monthly, and yearly! Document and compare your performance to make optimizations and improvements.
Digital platforms are great for experimenting, so don’t be afraid to work with different channels, campaigns, or formats. Find the formula that works best for your audience and keep growing your community and sales.
💡Fuel Tip: Use Google Analytics to create performance’s reports.
You’re ready to start planning! Remember that the difference between a seller and a Power Seller is to be constant. Believe in your product, focus on a single objective at a time and emphasize on your value proposition 😎
See you on our next blog, where you’ll learn how to grow your ecommerce store with Facebook Ads.