How to build an e-commerce marketing plan

You can launch a digital store in a matter of seconds, but the downside is that you have to work much harder in order to acquire the first customers. It’s nothing like running a physical store because no one will bump into your place by accident.

Although 1.8 billion people are active online shoppers, it will take you a lot of strategic thinking and effort to grab only a tiny portion of the market share. The only way to do it is by designing a clever plan of promotion, so keep reading to learn how to build an e-commerce marketing plan.

Learn Everything You Can About Customers

The first step is to identify the target audience and think about the traits of your average customer. You need to learn as much as possible about your typical buyer because it will help you to create better and more efficient marketing content. Here’s what you need to learn:

  • Who is your average buyer? Think about locations, culture, age, gender, etc.
  • Average income and education level
  • Is he/she married, single, in a relationship?
  • Brainstorm their values, personal interests, beliefs, and hobbies

There are probably many other features you’d like to discover in the process, but these are the basics that will help you to create a buyer persona and learn how to approach it online.

Publish High-Quality Content

Now that you understand your average buyer, it is time to attract him/her with high-quality content. As you probably know already, product descriptions are quintessential because you have to let the audience figure out what you sell and what makes your offer better than someone else’s.

But before they even get to your products, customers will probably check out tons of posts. The consumer buying process consists of six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. In such circumstances, it is necessary to craft content for each stage separately.

For instance, a student who needs the best essay help probably start the journey by discovering the best writing service with their best writers.

There is no secret formula on how to plan your content correctly, but the most important thing is to publish high-quality posts that solve users’ problems. Do not focus on your business, but rather try to be customer-centric and help them obtain the information they need.

Search Engine Optimization

This tip goes hand in hand with the previous one. How come? Well, why would you spend hours creating quality content if no one gets to see it? A report reveals that 93% of all traffic comes from a search engine, whereas 60% of clicks go to the top three positions.

The basic goal is to optimize content for search engine algorithms using relevant keywords. Every detail matters in the world of search engine optimization (SEO). For instance, assignment help agencies will have to think twice before choosing one of these search phrases:

Although they seem more or less the same, each phrase comes with a unique connotation and search intent. This is why SEO should be a major segment of your marketing strategy.

Utilize Email Marketing

Email campaigns are extremely popular among e-commerce marketers because billions of users use emailing platforms globally. Besides that, emails are considered to be the means of business communication, so customers won’t mind seeing your messages in the inbox. 

What is the purpose of email marketing in online retail?

The answer is simple – the purpose is to build relationships with your audience in the long run. You will probably send a newsletter each week, which is a great way to remind subscribers of your store. Once again, it all comes down to delivering quality content, so make sure to prepare some nice posts for each newsletter.

Don’t Forget Social Media

Social networks attract billions of users worldwide, which is why you have to exploit this channel to interact with the target audience. The likes of Instagram and Facebook are particularly important for e-commerce stores willing to show personality and prove they are more than just businesses.

Besides that, the visual nature of social platforms is ideal for online retailers because you get the chance to publish product images and generate new leads.

Of course, you should keep the promo efforts discrete and use 80% of posts to share customer-related content. On the other hand, you should leave only about 20% of posts for direct product promotion.

Use Tools to Simplify Marketing Activities

While it is true that e-commerce marketing demands a lot of work, you can simplify the process thank to numerous automation tools. What you choose depends on the peculiarities of your niche, but our favorite platforms include:

  • Syncee: It’s a superior e-commerce app that enables users to select premium suppliers and sell products easily in their Shopify stores. 
  • Essay writing websites: These are some of the best content creation services you can find online.
  • Survey Monkey: You can launch quick online surveys to discover the needs of the target audience.
  • MailChimp: Email marketing is easy with MailChimp.
  • Google Analytics: Use it to analyze website performance and learn how to improve it.

Be Honest

The biggest disadvantage of online retail is the lack of face-to-face communication with sales representatives. This makes digital shoppers suspicious, so you better be honest and straightforward while addressing them. In practice, it usually means you should do this:

  • Reveal shipping costs
  • Eliminate hidden fees
  • Be honest about delivery dates
  • Create a simple return policy
  • Clearly state payment options


A lot of brick and mortar stores don’t need to invest in marketing, but every single e-commerce business has to design an entire set of promotional activities. After all, no one will find you online if you don’t stand out among millions of similar businesses.

In this article, we discussed the most practical ways to build an e-commerce marketing plan. Do you think these tips will help your online store to attract more customers? Do you have other useful suggestions to share with our followers?

Let us know in the comment section – we would love to hear about your experiences with e-commerce marketing!

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