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How to Write A Marketing Plan for Your eCommerce Business


When it comes to setting up a marketing plan for your eCommerce business, you need to know the ins and outs of the business and your target audience. Without a marketing plan you won’t be able to gain new customers, which means there will be no growth for the business.

As the old saying goes, “A failure to plan is a plan to fail,” which is why it is important to execute the right strategy for your business.

A Marketing Plan for Your eCommerce Business

There are a wide variety of marketing tools out there in the world, but you only want the ones that will provide actional strategies for you to carry out. Following the steps below will help you to create marketing plan that will fit your business perfect.

What is your aim?

The first step in creating a plan is figuring out what your goals and objectives are as a business because what they are will determine the marketing plan. Is your goal to increase sales through advertising or are you wanting to increase engagement through social media and email marketing?

This will help to determine where your marketing efforts will go. Some companies want to take customers from an established competitor by offering a better product and others want to branch out into a brand-new market, sometimes even creating one.

As well as this, you also need to have a unique selling proposition that will tell people why they need to buy from your business specifically. This could be a number of things such as having the lowest price in the market or being the only business in a niche market selling the product.

Some of the ways that businesses can also differentiate themselves from the competition is by offering a better user experience by having an engaging website or being able to offer fast delivery.

The next step in the process is to start defining objectives with real numbers to help you plan how to achieve the goal you have in mind. An example of this would be wanting to grow your revenue by a certain percentage and to do this you will need a number of new customers per month, with an increased rate of repeat purchases as well.

What are the challenges?

Like with anything in life there are going to be challenges to overcome and the same can be said for your marketing strategy. Instead of listing every possible challenge, focus on the important ones that you need to overcome. Some of these challenges may include “how can I get people to visit my site” or “how will I convert visitors into buyers?”

For every challenge you have you will have a number of tools at your disposal to help you overcome them. For example, if you want to get people to visit your website you could utilise SEO for each page of your website so that it is more likely to show up when people search for something related to your business.

Another way to do this is by using pay-per-click advertising to spread the word about your brand. If you want to convert visitors into buyers, then you will make use of promotional offers and calls-to-actions to speed the process along.

Marketing costs money

Unfortunately, not every business will have a large supply of money available for marketing, unless of course they are a large company with the means to spend thousands on promotion. The best way to have an effective marketing strategy is by choosing a small number of marketing tools to begin with. Before choosing a tool, you have to determine how much time will be put towards it, as well as the cost and people you can spare.

Something that can help you determine which marketing tools will be worthwhile for your business is figuring out what your target audience will be. This will include the following demographics:

  • Age
  • Gender
  • Income
  • Geographic location
  • Motivations

Other areas to look at may include their hobbies, similar websites they visit and what their lifestyle is like. Once you have identified the target market you will be able to streamline your efforts when it comes to brand positioning, ad placement and gaining a higher return on the investment you put into marketing.

However, what works at the beginning of the year may not work towards the end. After all, the online world is constantly evolving which means you will need to revaluate your marketing tools every so often. Looking at the data and analysing what works and what doesn’t will help you to create the best marketing strategy possible.

Marketing tactics to use

Below you will find some of the best marketing strategies that you can use for your business that will set you apart and gain more sales.

  1. Use Content Marketing

Something that works well for eCommerce businesess is having a dedicated blog area where you can create content that will draw customers to your site and entice them to make a purchase. Content marketing often goes hand in hand with social media as it works as a platform to promote the content. A blog allows you to become an expert in your chosen market, so make the content informative but exciting at the same time.

For example, if you sell workout gear why not write a blog article about what you should wear for different types of exercise. That way you can optimize it to appear in search engines and bring people to your website.

  1. Set Up Social Media

For businesses that perhaps don’t have a lot of money for their marketing, social media is a great way to promote content and products for free. Nowadays everyone is on social media, so it makes sense to go where your potential customers are. It is also a great way to build relationships with customers and let them know what you are up to, helping to build a brand. Something that is great about social media platforms is that they all have a way of advertising on them, with the best at the moment being Instagram and Facebook.

  1. Contact Influencers

Something that you see a lot of businesses doing nowadays is teaming up with online influencers to help promote their products. Depending on who you go with it can be quite costly, but most micro-influencers are willing to help if they receive the product for free or a small payment. Reach out to influencers that your target audience follos and you will find that if their audience is active and engaged it will be worth it.

  1. Set Up Email Marketing

Email marketing is one of the most important aspects of marketing and it allows you get a little creative with the copywriting and visuals to grab your subscriber’s attention. You already have people on a mailing list who are interested in the product and would love to hear about product announcements and discount offers to entice them to buy. Personalisation is to key when it comes to email marketing to make the customer feel special and increase the open rate.


A lot of work goes into creating eCommerce marketing strategies, but it is impossible to run a business without one.