How to Build an eCommerce Marketing Plan That Converts
Navigating the modern eCommerce landscape isn’t easy, but these steps will put you on the right path.
In 2021, eCommerce brands are facing an uphill climb. There are now between 12 million and 24 million eCommerce companies worldwide, so competition is more fierce than ever. At the same time, consumers are spending more time on mobile — and they expect their favorite brands to do the same. Add in the fact that technology is evolving at lightspeed and building an eCommerce marketing plan becomes a dizzying challenge.
We’re no strangers to modern eCommerce challenges; at yellowHEAD, we’ve helped numerous partners refine their marketing plans using machine learning and human expertise. Want to know more? Get in touch!
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ECommerce Marketing Plan Step 1: Identify Your Value Prop
Of course you know what you’re offering, but does your customer? You only have a few seconds to make an impression on a potential customer, so your value proposition needs to be obvious. On top of that, most Americans see between 4,000 and 10,000 ads a day, so you need to be memorable.
Here are some questions consumers should be able to answer within a few moments of engaging with your brand:
- What does this company do?
- What does this company do better than its competitors?
- What problem can this company solve for me?
One mistake some eCommerce brands make is confusing a catchy tagline with a value proposition. While clever copy can help draw people in, those potential consumers still need to be able to identify your brand’s value and differentiate it from competitors. The value prop should be embedded in all customer-facing communications, which might require you to evaluate your digital marketing efforts.
ECommerce Marketing Plan Step 2: Invest in Your Brand’s Digital Experience
You might be thinking “I already have a website,” but today’s eCommerce marketing strategy requires a more thoughtful approach. Modern brands, like the DTC companies that millennials and Gen Z love, have turned eCommerce shopping into an artform. It’s no longer enough to throw up some product shots and a quick description; you need to create a seamless cross-platform digital experience.
We’ve said it before and we’ll say it again: first and foremost, your website needs to be mobile-friendly. After all, more than 230 million consumers in the United States alone own a smartphone, and a significant portion of those smartphone owners are shopping on their devices. Your digital marketing efforts should be as navigable on mobile as they are on desktop.
After optimizing for mobile, it’s time to punch up the creative side. Are product descriptions short but informative and enjoyable to read? Are photos or artwork eye-catching and sharp? Is there an easily recognizable “About Us” page that describes your company’s vision? Believe it or not, consumers are doing more than simply looking at the price. They want quality products from a brand that aligns with their values.
Finally, if you have the resources and it makes sense for your brand, consider developing a mobile app. Brands like Sephora and Nike are leading the way by integrating memberships, rewards, and an easy-to-navigate product catalog into a seamless app experience. App usage is also tied to customer loyalty, making it an ideal way to drive repeat sales.
ECommerce Marketing Plan Step 3: Know Your SEO
Almost half of eCommerce traffic comes from organic Google search. If your eCommerce site isn’t optimized for search, you’re missing out on a lot of potential sales. Ever-evolving algorithms make keeping up with SEO standards tricky, so eCommerce brands are getting creative with their search efforts.
You might already know about using keywords to boost SEO, but there’s more to that than filling product descriptions full of searchable phrases. Here are a few ways to make sure you’re ranked highly on search engines:
- Make sure meta descriptions are actually descriptive. Meta descriptions are hugely important for SEO. On top of being a good place to use strategic keywords, these snippets of text give consumers an idea of what they’re clicking on.
- Embrace content marketing. Blog posts and other forms of content marketing display your brand’s expertise while also being ripe for search engine optimization.
- Make user reviews visible and searchable. User reviews are a great way to build trust with consumers. On top of that, they’re a great opportunity for keywords and can give you the edge over your competitors in search results.
It’s not easy to build a successful eCommerce marketing plan, but these strategies will put you on the right path. Ensuring that consumers can find your brand, identify its value, and make friction-free transactions will result in more conversions. For companies without a dedicated marketing strategist or team, the right partner can also help you build out your eCommerce marketing plan.
At yellowHEAD, we’re all about finding creative solutions to common marketing dilemmas. Using our proprietary Alison platform, we can easily analyze dozens of creative elements in marketing campaigns to determine what’s working and what’s not. Our marketing experts give that data a human touch, studying the results and making appropriate recommendations. If you’re ready to embark on a winning eCommerce marketing plan, let’s talk!