Organizations are increasingly becoming aware of the need to be present on digital platforms and create an online marketing strategy that sets the direction for the business. However, the challenge usually lies in the absence of a road map and goal to guide your marketing strategies. That’s why it’s important to create an online marketing strategy which should be a long-term plan to help you work towards a specific goal. Here is a summary of twelve necessary steps that you should take into account if you want to easily develop an online marketing strategy that meets the needs of your ecommerce business.
1. Take appropriate actions
This is the most practical step. Therefore, specify as much as possible how and when you will achieve the goals set for your strategy. Using a chart can be a good idea. This way, you visualize the link between actions and objectives, the strategy involved and the tools to be used to achieve it.
2. Choose your tools
What tools will you use to achieve your goals? Which ones will you use for each action? To measure the objectives? This aspect is also essential. The Internet is full of tools and you must choose the ones that best meet your needs. Using tools you already know or are already employed within the business is a good idea, mainly to save time and resources. Many require prior registration to use trial versions to learn how to use them. Your goals, needs and preferences will determine the tools you need. For example, if you rely on SEM, you will have to use Google Adwords and if you prefer social networks, you need to create profiles on the platforms that interest you. It is an indispensable element for any good marketing strategy to work.
3. Create timelines
Now that you have clarified your ideas and your plan, you must plan a schedule. I mean, since you have goals, strategies, actions and tools use a calendar to help you organize your tasks. You must plan everything in a short, medium and long term. Whatever the duration of the plan, it is always advisable to make sure that you do it because it is necessary. A good digital strategy often has multiple aspects and involves different channels, content formats and timelines. Therefore, maintaining control is essential to avoid snagging. An effective content calendar should include everything from reference points to major events, list of personnel responsibilities for creating, approving and publishing each piece of content. You can use project management software or a Google spreadsheet with color codes. The main thing is to avoid workflow problems (workflow at work).
At this point, you will also need to set KPIs. This is the only way to measure the results. Determining the indicators in a digital marketing plan is not so easy because sometimes the interpretation of the data is not measurable. Even so, you must know your indicators and how you will set up a control. Otherwise, you will not know if your campaign has been profitable or not.
4. Develop a budget
This is a fundamental step. You must consider the budget to invest in your online marketing plan. This will depend on the financial resources of the company and the investment needs of your strategy. If you don’t have enough resources, adjust the plan and postpone some actions or goals for another time. But don’t forget to prioritize what matters most.
5. Evaluate your efforts constantly
The only way to know if what you are doing is bearing fruits is to check it constantly. In an online marketing plan, it makes no sense to start something without going all the way. Therefore, you must always evaluate your efforts. And it’s never too late to change plans. If something does not work, you have to know how to adapt. For example, if you’re tracking an AdWords campaign, some keywords may not be generating traffic. In such a case, you have to try and adjust as much as possible.
6. Measure your results
It’s important to use analytics and tracking tools during and after implementing your online marketing plan – this is the only way to know if you have achieved your goals. Tools like Google Analytics provide a lot of data, results and statistics about the progress of your campaign and your strategy in general. The goal is to perform a comprehensive analysis of your results to measure ROI. This will tell you if your plan has worked or not.