You’ve most likely seen the meme: “I can’t believe it’s already X days into 2022 and I’m still in 2020!”. A new beginning has arrived and the only choice is to keep moving forward. The only way out is to get through it! So, we can get inspired by some ideas for 2022 and incorporate them into your e-commerce marketing plan.
starting point
As we all know, all the best decisions are based on data. The results of email marketing, social media platforms, various activities, etc. are good indicators that can well indicate the effectiveness of previous efforts and guide future decisions.
Note: Stop using the success of norway phone number library a specific campaign to demonstrate your value. Maybe the click-through rate was high, but what was the conversion rate? What was the reason for the abandoned orders? These are questions your CEO might ask in these situations. Now that there are actionable methods to measure campaign effectiveness, you can use the right metrics and make decisions based on data (the right type) rather than guesswork.
3 planning strategies
Read and react: dynamically understand what is happening in the market, don’t tie yourself to a strategy, you can adapt, shift and respond to the market at any time, it can help you establish clear goals.
Time Increment: This approach falls somewhere between the former and the latter and involves making plans 3-6 months in advance and re-evaluating after that time period.
All-hands-on-deck: Develop a full-year plan, spend a lot of time working with different teams, and think through and plan everything. This strategy does help unite all teams and members, but it is not the best in special times or rapidly changing industries.
Marketing plan essential
Once you’ve chosen an inbound marketing: the strategy for companies that sell in niche markets approach, here’s a framework to ensure you have everything you need:
- Situation, competition, and market analysis: Start with the current situation, understand what you have accomplished this year, study market trends and competitors, and understand where you are
- Goals, strategies, messaging, pricing: match them to the overall company goals. When you understand your buyers, you have a say.
- Campaigns, Products, Channels, Sales Support: Collaborate with other teams
- Team, technology, budget
- ROI, Metrics, Testing
Tip: Try to understand and research each link yourself. If it is influenced by sales or any other department, be sure to consider whether it is accurate. For example, is the sales team pursuing the right goals? Are they aligned with the product team? Only in this way can you ensure the execution of the plan.
Target market positioning
This is a standard component of any marketing plan, but it is often overlooked. If you want your content marketing to resonate, you need to be very clear about who your target users are. A simple answer of “male technology workers aged 35 to 55 from Shanghai” will not solve this problem. You need to have a very deep understanding and portrait of your target customers. Only by understanding all this rich information can you create product pages tailored to them, and ultimately bring in high-quality leads. In other words, marketing will also become much easier.
Once you know exactly who phone number vietnam your target is, you will know how to position your product, be able to accurately appeal to their pain points, know which product benefits to highlight, and achieve this differentiation in the minds of consumers.
Marketing plan structure
Likewise, when it comes to developing a marketing plan, there are a ton of conflicting approaches. Speaking of starting points, the following hierarchy is particularly eye-opening!
It’s common to lose sight of the company’s overall goals and get lost in pure marketing objectives. In fact, less than 40% of marketers set goals in line with company goals. What does this tell you? You have an opportunity to stand out and do better!
Marketing channels are often the first to come to mind when creating a plan – SMS, email, search engines, influencer marketing, etc., but it should really come last, and if you’ve gone through all the steps before that, it will be obvious which channels you should use.
A more effective approach: Create a plan and use channels as tools to get your message to your target audience (as you define it). The only way to do this is to plan ahead and set the right goals.
3 Marketing Goals
Marketers and business leaders tend to E-commerce marketing overcomplicate this, and all goals really boil down to three components: sales, awareness, and perception. Sales is about acquiring or growing business, awareness is about getting the word out, and perception is about managing the brand, positioning, and messaging.
To set realistic and achievable goals, refer to the “Marketing Plan Essentials” section and go through each point carefully. It will open your eyes to everything you need to know to set these goals.
Speaking of which, did you know that only 26% of marketers invest 60% or more of their budget into activities that support their goals? So here’s the question – if you’re not spending the majority of your budget on achieving your goals, then why are you setting those goals in the first place? Are they the right goals? Are they aligned with the company’s goals? If that’s the case, go back to square one and reevaluate. This is extremely common, by the way, so don’t beat yourself up and be ready to change.