How to write an e-commerce marketing plan

How to write an e-commerce marketing plan

In today’s e-commerce business landscape, there is no room for a lack of planning. Use the RACE Framework to create a focussed and well-structured digital marketing strategy to attract and retain high-value customers online as part of their ecommerce strategy.

What is an e-commerce marketing plan?

About formalizing how you intend to drive traffic to a website and convert it from prospective users to customers

Focus on conversion (CONVERT)

What activities will persuade your audience to take that vital next step and turn into paying customers?

Measuring the effectiveness of your e-commerce marketing plan

Set SMART objectives that align with your forecast commercial contribution from digital channels for each stage of the RACE framework

Use the RACE Growth Process to win more customers

Rhian Harris is a copywriter and blogger helping businesses with content for their marketing collateral.

Grow your audience (REACH)

Maximize reach using communications and planned campaigns to create multiple interactions using paid, owned and earned media touchpoints

What’s in an e-commerce marketing plan?

A SMART plan consists of 5 key areas that can be expanded on as appropriate for the business, stage or category

Prompt interactions, subscribers and leads (ACT)

The ACT stage in the e-commerce marketing plan is aimed at encouraging interactions that will result in lead generation

Keep it going (ENGAGE)

Keep adding value to your brand experience to generate repeat purchases, build loyalty, and improve customer satisfaction

e-commerce marketing plan covers

Plan: Create a digital marketing strategy, mission and objectives

Step 1: Assess current situation

What channels worked best? What was the growth rate? Where could your business have been better? What opportunities did you miss?

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