How to create an e-shop marketing strategy?

Internet business, as well as the stationary one, must have a development strategy, which includes the definition of marketing activities. An e-business marketing strategy should be built at the very beginning, and even before starting your business. Having it allows you to define what activities, for what cost and to which group of recipients. The guidelines allow for consistent activities in the area of ​​sales and image building. As you can see, there are many advantages of having it, but many businesses do not know how to create a marketing strategy for an e-store.
A good plan is half the battle. A marketing strategy is such a plan. Its development is especially important for online businesses. It allows you to follow the paved road and be careful about newer technical innovations and wonderful marketing tools. It will also allow you to avoid many mistakes and unsuccessful attempts to use various marketing tactics.

Goals in the e-shop marketing strategy
The first element that should be defined in the marketing strategy for an e-store are the goals that you want to achieve. These goals should be SMART, i.e. specific, measurable, achievable, relevant and time-bound. In the marketing strategy, it is worth ensuring that there are not too many of these goals, because then the tasks will disperse and it will not be possible to achieve them all.


Target group in a marketing strategy for an e-shop
Another element of your internet business strategy is to define your target audience. It is not a simple task and requires thought and checking a lot of data. However, if you do this work, you will only be able to target your communications to those people who are potentially interested in your services or products. The desired action when defining the target group is also building segments and specific personas. This will allow you to be more accurate and understand the needs and motivation of a person.

How to build a persona? Imagine you run a small travel agency that sells tours from large tour operators – who could be your target group? Agnieszka, 50, works in the accounting department of a medium-sized company, her earnings are between 3.5 and 5 thousand. net monthly. He goes on vacation once a year when he is on vacation. He uses the offers of a travel agency because he does not know any foreign language. She is interested in holidays combined with sightseeing, but not intensive. He looks for tours on the Internet, but likes those paper catalogs.

Having such a description will make it easier for you to immediately prepare an advertising message and an offer for your potential customers.


The next step in identifying your target audience is to consider where they are most likely to be looking for information. Are they blogs and thematic forums, or maybe a specific channel in social media, what websites are visited, how often and at what times – all these data are necessary for the proper conduct of marketing activities.

Marketing tools for strategy implementation
When you know what you want to achieve and to whom to direct your services, it is time to think about what actions you will use for this. There are a lot of possibilities here, from event marketing to email marketing to social media. Describe in detail how these tools will be used, e.g. sending a newsletter once a week, entry on a company blog 3 times a week, organization of webinars up to a quarter.

E-store marketing budget
The marketing strategy should also define what funds you can allocate to individual marketing activities. It is not only about budgets for Facebook ads, but also about remuneration for people who will be responsible for implementing the marketing strategy. It is best to write down the budget for a month and list all expenses. If only the business owner deals with marketing activities, you can also add the time needed to complete the tasks to the statement and assess how much it costs.

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