7: Marketing and Promotion – John Larson & UNLV Continuing Education

Topics

The Importance of Marketing & Promotion
Marketing Channels & Techniques
Paid Advertising Channels, Opportunities, & Techniques
Basic Marketing Plan

Marketing is the secret sauce that can catapult your POD venture to stardom. We’ll show you why marketing is the game-changer that can separate you from the competition. In this section, you will:

Explore the importance of marketing and lay the groundwork for future wins in your POD venture.
Learn about various marketing channels like social media, email marketing, SEO, and paid ads, and choose the perfect mix for your target audience.
Walk through setting goals, pinpointing your target audience, channel selection, and allocating resources.

By the end of this section, you’ll have the knowledge to drive sales and grow your business like a pro.

The Importance of Marketing & Promotion

Starting an e-commerce business is an exciting journey You’ve put effort into designing your store, creating unique products, and handling the essentials. But relying on the quality of your products to naturally draw customers isn’t enough in today’s online world. To be competitive, you’ll need to include a marketing plan designed to reach a global audience and convert interest into sales.

Benefits of Digital Marketing

Digital marketing isn’t just about expanding your reach; it’s a targeted, cost-effective, scalable, and measurable way to engage with prospects. Key advantages include:

Understanding Customer Needs: Engage with prospects to grasp their preferences.
Global Reach: Connect with anyone, anywhere.
Effective Targeting: Personalize your approach easily.
Constant Communication: Stay in touch with prospects throughout the buying process.
Budget Efficiency: Reach more customers with less.
Fostering Loyalty: Be inspired by customer loyalty programs.
Real-time Tracking: Instantly monitor responses to your marketing efforts.

Getting Started

Many e-commerce businesses mistakenly believe they lack the time, resources, or technical skills to compete online, or they assume there’s too much competition. As a result, their store remains stagnant with few or zero sales, leading to lost interest in the venture.

The reality is that the marketplace is competitive, and while word of mouth and customer referrals can help drive traffic, it’s essential to appear in the spaces where customers spend their time. According to the Digital 2021: Global Overview Report, 4.6 billion people use the Internet for various reasons, resulting in a 60% global Internet penetration rate.

Avoiding an online presence is not a viable strategy. To ensure success, you need to promote your business utilizing a targeted marketing strategy to attract customers interested in your products.

#1 Recognize That Your Customers Are Online

In today’s digital era, customers expect to find a website and social media presence, as well as reviews that provide insight into your company’s reputation and credibility.

If potential customers can’t find you online, they may question your business’s legitimacy. This lack of online presence could deter many prospects from taking your business seriously, causing them to look elsewhere for similar products or services.

#2 Learn from Your Competitors’ Online Strategies

Don’t view competitors as rivals but as learning resources. Analyze their online presence to gain a better understanding of what works and what doesn’t. Pay attention to the products they sell, the platforms they use, the frequency of new design releases, their promotional techniques, marketing channels, content types, posting frequency, and audience engagement. Ask yourself if you can incorporate any of these strategies, or even improve upon them.

There are dozens of tools available to help you research the competition, here are few of the most popular choices:

Ahrefs: Ahrefs is an all-in-one SEO tool that offers a comprehensive suite of features, including site audit, keyword research, backlink analysis, competitor research, rank tracking, and content analysis. It provides users with data-driven insights and allows them to optimize their websites for higher search engine rankings, improve their online visibility, and outrank their competitors.
Alura: Alura.io is an all-in-one platform designed specifically for Etsy sellers. It offers a range of features that help sellers research their market, optimize their listings, manage their inventory, and automate their marketing efforts.
BizStats: BizStats provides free access to a wide range of business statistics and financial ratios. It offers data and analysis for small businesses, including industry benchmarks, profitability ratios, liquidity ratios, and more. BizStats.com is a valuable resource for entrepreneurs, business owners, and anyone interested in understanding the financial health of businesses.
BuzzSumo: BuzzSumo is a web-based tool that allows users to analyze the social media performance of content and identify trends and influencers. It provides insights on popular content topics, top-performing articles, backlinks, and social media shares across various platforms.
EtsyHunt: EtsyHunt is an all-in-one research and optimization tool for Etsy sellers. It features a product research tool for trending products and niche markets, a keyword research tool for optimizing listings, and a shop ranking tool for analyzing top-performing sellers.
Everbee: EverBee is a product research and analytics tool for Etsy sellers. It helps users find high-demand products to sell on Etsy by analyzing the revenue performance of other Etsy listings, allowing you to focus on creating only what’s in demand.
Google Alerts: Google Alerts is a free web monitoring service provided by Google. It allows users to receive email notifications when new content is published online that matches specific search terms or keywords. Users can customize the frequency, sources, and types of results they receive, making it a valuable tool for monitoring brand mentions, industry trends, and competitor activity.
JungleScout: JungleScout is an all-in-one platform designed for Amazon sellers. It offers a suite of tools that allow sellers to research profitable products, optimize product listings, track sales data, and manage inventory.
SEMRush: SEMrush is an all-in-one digital marketing tool that offers a comprehensive suite of features for SEO, PPC, social media, content marketing, and more. It provides users with data-driven insights allowing them to optimize their online strategies for higher search engine rankings, improved ad performance, and increased online visibility.
SimilarWeb: SimilarWeb is a market intelligence platform that aggregates traffic statistics for any website, providing valuable insights into website performance and helping businesses develop new plans and strategies. SimilarWeb also offers data on mobile apps, competitor keywords, email, and social media traffic, conversion funnel pages, and more.
SocialMention: SocialMention is a free social media search and analysis tool that allows users to monitor and measure their brand’s presence across various social media platforms. It provides real-time social media search and analysis, allowing users to track mentions of their brand, monitor sentiment, and analyze key metrics such as reach, engagement, and influence.
SurveyMonkey: SurveyMonkey is an online survey software that allows users to create and conduct surveys to collect data from a targeted audience. It offers a range of features, including customizable templates, question types, and survey distribution options. Users can choose from 31 survey templates and numerous question options, then analyze the results in real-time gaining valuable analysis for optimizing your business based on customer insights.

#3 Ensure Your Business is Easily Found Online

Most people search Google for products or services. Without a strong online presence, you’ll lose potential customers to competitors. Familiarize yourself with SEO to improve visibility, and include essential information like location, hours, and product details on your site.

#4 Make It Easy for Customers to Reach You

Being accessible to your target audience means extending beyond your locality. A robust online presence keeps your business open 24/7, providing a convenient way for customers to contact you, make purchases, and browse your inventory.

#5 Understand and Engage Your Target Audience

One of the main advantages of digital marketing is the ability to interact with your prospects. By engaging with them, you can learn their needs, preferences, and pain points to provide tailored solutions.

You can start conversations or conduct surveys and pay attention to the feedback you receive. Building relationships transitions you from being ‘just another business’ into a trusted partner.

#6 Maximize Your Marketing Budget

Digital marketing is one of the most cost-effective advertising methods available. It allows you to create highly targeted messaging specific to your audience and excludes those who would never buy from you, saving you time and money.

When advertising, choose a platform that suits your brand and audience. Don’t just follow trends, research social channels to find the one that aligns with your goals, test different messaging and content to see what resonates with your target audience, and continually refine your process as you gain more experience.

Marketing Channels & Techniques

You are constantly surrounded by marketing channels that could help you drive traffic (potential customers). Here are a few of the more ‘traditional’ methods used with e-commerce marketing:

Social Media Marketing

Social media marketing is the use of social media platforms to promote your products, engage with your target audience, and build your brand. It can help you reach a wide audience, foster customer relationships, and drive traffic.

Popular Platforms

Facebook: Engage with customers, showcase products, and create targeted ads.
Instagram: Share visually appealing content, utilize hashtags, and collaborate with influencers.
Pinterest: Create and share visually compelling pins and organize them into themed boards.
Twitter: Share short, engaging content, connect with customers, and participate in trending conversations.

Techniques

Consistently post high-quality content that showcases your products and brand.
Engage with your followers, respond to comments, and encourage user-generated content.
Use hashtags, mentions, and geotags to increase visibility and reach.
Run targeted ad campaigns to reach your desired audience.

Example: How to sell t-shirt designs to “dog lovers” on Instagram.

You could target dog lovers by creating a line of adorable dog-themed tees, then share the new designs as eye-catching posts featuring cute pups wearing the designs. To reach the perfect audience, you cleverly use popular dog-related hashtags like #dogsofInstagram, #doglover, and #mustlovedogs. You also engage your followers by asking questions, sharing doggo stories, and reposting user-generated content. This way, you’re building a strong connection with your audience, making them feel like part of the “pack” while promoting these pawsitively amazing t-shirts!

Content Marketing

Content marketing involves creating and sharing valuable content to attract and engage your target audience. It can help establish your brand as an authority, drive organic traffic, and generate leads.

Types of Content

Blog articles: Share informative and engaging articles related to your niche or products.
Videos: Create product demos, tutorials, or behind-the-scenes videos.
Infographics: Design visually appealing graphics to share data, statistics, or tips.
Podcasts: Host audio discussions, interviews, or stories related to your niche.

Techniques

Research and use relevant keywords to optimize your content for search engines.
Share your content on social media, email newsletters, and relevant online communities.
Collaborate with influencers or guest contributors to expand your reach.
Monitor content performance and adjust your strategy accordingly.

Example: How to use blogging to promote and sell t-shirt designs.

Consider writing posts that highlight the value and quality of these special tees. Share the story behind the premium materials, the unique design process, or the extra features that make them stand out from your regular $30 t-shirts. By emphasizing craftsmanship, an eco-friendly printing process, and attention to detail, you can show customers that the $5 price difference is worth it for the added benefits. Don’t forget to include stunning images and a clear call to action to inspire readers to check out your premium collection.

Example: How to use YouTube to promote and sell t-shirt designs.

Create engaging content showcasing the top-notch quality and unique features of your premium tees. You could film a behind-the-scenes video of the design and production process, or even create a fun comparison between your regular $30 t-shirts and the premium $35 ones. Highlight the extra value and style that the $5 difference brings, making the premium option irresistible. Don’t forget to use eye-catching thumbnails, clever titles, and relevant tags to help your videos reach the right audience. And, of course, include a clear call-to-action with a link to your online store.

Email Marketing

Email marketing is the use of email to promote your products, engage with subscribers, and build loyalty.

Building Your Email List

Offer an exclusive discount or freebie in exchange for email signups.
Add a newsletter signup form to your website, blog, and social media profiles.
Collect emails at events or during customer interactions.

Techniques

Send personalized and targeted emails based on customer preferences and behavior.
Create engaging subject lines to increase open rates.
Use visually appealing email templates and include clear calls to action.
Test different email content, subject lines, and sending times to optimize your campaigns.

Example: How to encourage customers to sign up for your email newsletter.

To get email newsletter signup conversions, offer an enticing incentive that they can’t resist. For example, you could give new subscribers an exclusive discount code or a free gift with their first purchase. Make sure to promote this special offer on your website, social media, and even at the end of your blog posts. In your newsletter, promise to deliver valuable content like style tips, sneak peeks of upcoming designs, and subscriber-only sales. By showcasing the perks of joining your email list and giving them a taste of the exciting content they’ll receive, you’ll entice more customers to sign up and stay engaged.

Example: How to launch a limited-time offer campaign promoting a new line of seasonal t-shirts to your email list.

Start by crafting a captivating email campaign that sparks excitement. Share sneak peeks of your fresh designs, emphasizing their unique features and the seasonality that makes them extra special. To create a sense of urgency, highlight the limited-time promotion, such as a bundle deal, free shipping, or a discount that’s only valid for a short period. Use eye-catching visuals and a catchy subject line to grab your subscribers’ attention, and include a clear call-to-action that directs them to your online store.

Search Engine Optimization (SEO)

SEO is the practice of optimizing your website and content to rank higher in search engine results. Higher rankings make you easier to find, attract more organic traffic, increase brand visibility, and drive sales.

On-Page SEO

Use relevant keywords in your titles, headings, and content.
Write unique and engaging product descriptions.
Optimize your images with descriptive alt tags and file names.
Improve your website’s loading speed and mobile-friendliness.

Off-Page SEO

Build high-quality backlinks by guest posting, participating in online communities, or collaborating with other brands.
Encourage social sharing of your content and products.
Monitor and manage your online reputation by responding to customer reviews and feedback.

Example: How start building an SEO campaign to sell more t-shirt designs?

Search engine optimization (SEO) can work wonders for your t-shirt business by increasing your website’s visibility in search results.

Start by identifying relevant keywords that your potential customers might use when searching for t-shirts, like “funny graphic tees” or “vintage band t-shirts.”
Incorporate these keywords naturally into your website’s content, product descriptions, and meta tags. By doing so, you’ll signal to search engines that your site is a perfect match for those searching for cool tees.
Don’t forget to optimize your site’s loading speed, mobile-friendliness, and user experience to keep visitors engaged.

As your website climbs up the search engine rankings, you’ll attract more organic traffic, reach a wider audience, and ultimately sell more of your awesome t-shirt designs

Affiliate Marketing

Affiliate marketing involves partnering with affiliates (individuals or businesses) to promote your POD products in exchange for a commission on sales they generate. This can help you reach new audiences, increase brand visibility, and drive sales without upfront marketing costs.

Techniques

Create an affiliate program with clear terms, conditions, and commission structures.
Reach out to potential affiliates who have a relevant audience and promote similar products.
Provide affiliates with promotional materials, such as banners, images, and product descriptions.
Track affiliate performance and optimize your program based on data insights.

Example: You want to attract more customers using affiliate marketing.

You could partner with bloggers, influencers, or websites that share a similar target audience and have an interest in your unique designs. Provide them with custom affiliate links and promo codes, and offer a commission for every sale they generate. They’ll promote your t-shirts in their content, showcasing your designs and driving traffic to your website. To track sales and pay commissions, use affiliate tracking software or an affiliate marketing platform that automates tracking, reporting, and payments. This way, you’ll be able to monitor the performance of each affiliate, optimize your partnerships, and grow your t-shirt business with a network of enthusiastic promoters.

Niche Forums and Online Communities

Participating in forums and online communities (specific to your niche) can help you connect with potential customers, showcase your expertise, and drive traffic.

Techniques

Identify forums and online communities related to your niche or products.
Create a detailed profile with a link to your store and engage in discussions.
Offer helpful advice, answer questions, and share valuable insights.
Avoid overly promotional content and focus on building genuine connections with community members.

Example: You want to use niche forums and online community marketing to attract more customers and boost sales.

First, identify forums or communities that align with the interests and themes of your t-shirt designs. For example, if you sell gaming-related tees, join gaming forums and engage in discussions about popular games or gaming fashion. Share your expertise and build trust within the community, while subtly promoting your t-shirts by showcasing them in your forum signature, profile picture, or in relevant discussion threads when appropriate. You can also offer exclusive discounts or giveaways for community members to pique their interest. By genuinely engaging with your target audience in these niche spaces, you’ll create brand awareness, foster lasting relationships, and ultimately drive more sales for your designs.

Local and Event Marketing

Promoting your products at events or through community organizations can be particularly effective if your products have a local or regional appeal, helping reach a targeted audience and create brand awareness.

Techniques

Participate in local events, such as trade shows, craft fairs, or pop-up shops.
Collaborate with local businesses, schools, or organizations to promote your products.
Utilize local advertising opportunities, such as newspapers, magazines, or community bulletin boards.
Leverage local social media groups or online forums to connect with potential customers in your area.

Example: You want to promote your organic BBQ-themed t-shirts at local events.

Consider partnering with local BBQ events, food festivals, or cooking classes. Set up a booth showcasing your high-quality, eco-friendly t-shirts and offer a special event discount or bundle deal to make the premium price more appealing. Engage with potential customers by sharing the story behind your organic materials, unique BBQ designs, and the environmental benefits of your products. Additionally, collaborate with local BBQ restaurants, food trucks, or cooking schools to create co-branded t-shirts or cross-promotions, further expanding your reach. By connecting with your target audience in a relevant, local context, you’ll demonstrate the value and uniqueness of your premium t-shirts, ultimately driving sales and fostering a loyal customer base.

Paid Advertising Channels, Opportunities, and Techniques

Promoting your products through ‘paid’ methods allows you to tap into a targeted audience immediately. In this section, we will explore different paid advertising channels, opportunities, and techniques to help you make informed decisions.

Google Ads

Google Ads is an online advertising platform that allows you to create and display ads across Google’s vast network, including search results, websites, and YouTube. With Google Ads, you can target specific keywords, demographics, and locations.

Opportunities

Search Ads: Place your ads at the top of Google search results for specific keywords.
Display Ads: Show your ads on relevant websites within the Google Display Network.
Shopping Ads: Promote your products in Google Shopping results.
Video Ads: Display your ads on YouTube and other video platforms within the Google network.

Techniques

Perform keyword research to identify high-converting keywords relevant to your products.
Create compelling ad copy that highlights your products’ unique selling points.
Set a daily budget and bid strategy to control your advertising costs.
Use conversion tracking to monitor ad performance and optimize your campaigns for better results.

Example: You want to attract more customers with Google Ads.

Start by researching keywords that your potential customers might use when searching for t-shirts like yours. Once you’ve got your top keywords, create targeted ad campaigns that highlight your unique designs or premium materials. Don’t forget to add a clear call-to-action to make it easy for users to shop your tees!

You can also try different ad formats like search, display, and shopping ads to reach people at various stages of their shopping journey. And here’s a cool tip: use remarketing campaigns to reconnect with users who visited your website before but didn’t make a purchase.

Facebook Ads

Facebook Ads is a powerful advertising platform that allows you to reach millions of users across Facebook, Instagram, and Messenger. With its advanced targeting options, you can reach specific demographics, interests, and behaviors with your campaigns.

Opportunities

Image Ads: Create eye-catching image ads that showcase your products.
Video Ads: Use engaging video content to promote your products and tell your brand story.
Carousel Ads: Display multiple products or images in a single ad.
Collection Ads: Showcase a curated collection of your products in a single ad.

Techniques

Define your target audience using Facebook’s detailed targeting options.
Test different ad formats and creatives to find the most effective combinations.
Set a budget and bid strategy to manage your advertising costs.
Analyze ad performance and adjust your campaigns based on data insights.

Example: You want to attract more customers and boost sales using Facebook advertising.

Start by creating visually appealing ads featuring your unique t-shirt designs, and use Facebook’s powerful audience targeting tools to reach potential customers with specific interests. For example, if your t-shirts feature pop culture references or movie quotes, target users who express interest in those films, actors, or genres. Additionally, you can create lookalike audiences based on your existing customers to reach people with similar preferences. Utilize different ad formats such as carousel ads, video ads, or collection ads to showcase your products in a visually engaging way.

Pinterest Ads

Consider Pinterest a visual search engine where users discover, save, and share images and ideas. By utilizing Pinterest Ads, you can promote your products to a highly engaged audience interested in discovering new products and ideas.

Opportunities

Promoted Pins: Boost the visibility of your existing pins to reach more users.
Promoted Video Pins: Use engaging video content to showcase your products and tell your brand story.
Promoted Carousels: Display multiple images or products within a single pin.

Techniques

Create visually appealing pins that showcase your products in a compelling way.
Optimize your pins with relevant keywords and descriptions to improve discoverability.
Set a budget and bid strategy to control your advertising costs.
Monitor pin performance and adjust your campaigns for better results.

Example: You want to use Pinterest shopping ads to attract more customers and boost sales.

Begin by creating visually captivating pins that showcase your unique t-shirt designs in various settings and styles. Take advantage of Pinterest’s audience targeting tools to reach users with specific interests related to your designs, such as music, sports, or pop culture. To make your ads even more effective, use keyword targeting for search queries and utilize Pinterest’s “Taste Graph” to find users with similar interests and preferences to your existing customers. Make sure your pins are shoppable by adding direct links to the product pages on your website, enabling users to purchase your t-shirts with ease.

Influencer Marketing

Influencer marketing is partnering with popular figures in your niche (influencers) to help promote your products. Influencers already have a dedicated following allowing you a method to reach a larger audience immediately, increase brand trust, and boost sales.

Finding Influencers

Search for relevant hashtags to identify the ‘right’ influencer that matches your target demographic.
Use influencer marketing platforms to find and connect with influencers.
Reach out to influencers who have previously engaged with similar brands.
Research potential influencers, and consider factors such as their audience size, engagement rate, and niche relevance.

Opportunities

Sponsored Posts: Collaborate with influencers to create sponsored content featuring your products.
Giveaways and Contests: Partner with influencers to host giveaways or contests that feature your POD products as prizes.
Product Reviews: Send your products to influencers for honest reviews and recommendations.

Techniques

Develop a clear partnership agreement outlining expectations, deliverables, and compensation.
Provide influencers with the creative freedom to showcase your products in their unique style.
Track the performance of influencer campaigns and adjust your strategy as needed.
Maintain a good relationship with influencers to foster long-term partnerships and collaborations.

Example: How to sell t-shirt designs with influencer marketing.

Collaborate with influencers who resonate with your target audience and share a genuine love for your unique designs. By having them wear and promote your premium tees in their content, they’ll showcase the amazing print quality and style that sets your products apart. Encourage influencers to share their experience with your brand and explain the value behind the premium price, helping their followers see the worth in your awesome t-shirts. To create buzz and excitement, consider offering exclusive discounts or running giveaways through the influencer’s platform. This way, you’ll make the premium price more attractive, inspire new customers to try your t-shirts, and boost those sales like a pro!

Example: How to track influencer sales.

Partner up with influencers who share a passion for space and have a strong connection with your target audience. Provide them with your eye-catching t-shirts to wear and promote in their content, highlighting the stellar designs and quality. To track sales attributed to the influencer, create unique promo codes or trackable links for unique each influencer you work with. Encourage them to share these codes or links with their followers, offering special discounts or perks to sweeten the deal. By tracking the usage of promo codes or clicks on the links, you’ll be able to measure the success of each collaboration, optimize your influencer marketing strategy, and watch your t-shirt sales skyrocket!

Retargeting Campaigns

Retargeting campaigns involve showing ads to users who have previously interacted with your website or products. By using tracking pixels and cookies, you can display targeted ads to potential customers who have already shown an interest in your products.

Opportunities

Website Retargeting: An online advertising technique that uses paid advertising to show ads to people who have previously visited a website or social profile. It’s also called remarketing.
Email Retargeting: A marketing strategy that uses information about customers to create personalized emails. The strategy records customer behaviors and uses that data to create targeted email campaigns (ex: a shopper might browse products on a website and leave without buying them. The company can re-engage the shopper with browse abandonment emails).
Social Media Retargeting: Use social media platforms to serve tailored ads to people who have visited a website or used an app. The ads are personalized based on information about the user and can encourage them to take a specific action, such as making a purchase.

Techniques

Create personalized ads based on a user’s previous interactions with your brand.
Use frequency capping to avoid overwhelming users with repetitive ads.
Test different ad creatives and messaging to determine which strategies work best for your target audience.
Monitor the performance of retargeting campaigns and optimize them for better results.

Example: You want to use retargeted advertising to build your brand and boost sales.

Start by choosing a retargeting platform like Google Ads or Facebook Ads, which allows you to create custom audiences based on user behavior on your website. Identify users who have visited your site but did not make a purchase or abandoned their shopping carts, and then create tailored ads specifically targeting these users. Your ads could feature the t-shirt designs they viewed or offer a limited-time discount to entice them to complete their purchase. Make sure to use eye-catching images and engaging ad copy that highlights your unique selling points, such as exclusive designs or premium materials. By implementing a retargeting strategy, you’ll re-engage potential customers who have already shown interest in your brand.

Other Paid Marketing Options

When exploring lesser-known paid advertising methods, it’s essential to test and measure the results to determine their effectiveness for your specific POD business.

In-App Advertising: Many apps offer advertising options where you can reach a highly engaged audience. By targeting users within specific apps related to your niche, you can increase the visibility of your POD products. Be sure to research apps with a user base that aligns with your target demographic.
Sponsored Content on Niche Websites: Partner with websites, blogs, or online magazines within your niche to create sponsored content, such as articles or videos, featuring your POD products. This approach helps you tap into an already established audience interested in your product category, while also benefiting from the credibility of the host website.
Native Advertising: Native advertising is a type of paid ad that blends seamlessly with the content and format of the platform it is displayed on. These ads can be found on social media feeds, news websites, or content recommendation platforms. By creating native ads that offer value and appear less intrusive, you can increase the likelihood of engagement and conversions.
Podcast Advertising: Sponsor popular podcasts in your niche and have the hosts promote your POD products during their episodes. Podcast advertising can be highly effective due to the strong connection listeners often have with podcast hosts. Be sure to choose podcasts that align with your target audience and provide a compelling offer to incentivize listeners to check out your products.
Advertise in Niche Email Newsletters: Partner with influencers, bloggers, or niche websites that have a dedicated email subscriber base. You can purchase ad placements in their newsletters or collaborate on sponsored content to promote your POD products to their subscribers.

Crafting a Basic Marketing Plan

Creating a marketing plan is vital for boosting traffic, increasing sales, and winning new customers. You can employ various tactics such as search, social, and paid traffic generation, and it’s wise to blend each of these to find the right mix for converting customers.

Avoid Common Mistakes: The most common mistake is being overconfident, Scientists call this overconfidence bias. Other mistakes typically include:

Spread too Thin: Trying too many tactics or channels can dilute your efforts.
Rigidity: Sticking too closely to an initial plan without adapting to changing tactics can hinder success.
Misjudging Time: As Bill Gates said, “Most people overestimate what they can do in one year and underestimate what they can do in 10 years.”

1. Create an Executive Summary

The executive summary is like the welcoming page of a marketing plan, giving a quick snapshot of the strategy you’re excited to share. Think of it as a friendly, bite-sized version of the key info from the plan, including:

General Business Basics: Provide your business name and location.
Products and Services: Highlight the products or services you offer, emphasizing any special features, unique selling points, or customer favorites that will be central to your marketing.
Mission Statement: Define your business’s ultimate goal in a single inspiring sentence. For example, Yeti’s mission statement is “Build the cooler we’d use every day if it existed.”
Marketing Goals: Outline what you want to achieve with your marketing plan, setting both short- and long-term goals. These might relate to increasing revenue, retaining customers, or drawing in new ones.
Budget and Projections: Detail your investment plan. If you plan to spend $10,000 on marketing over the next year, state the expected profit. This information is particularly valuable to stakeholders in larger or public companies.
Marketing Team: Identify the team responsible for executing the marketing plan. Include an overview of their expertise and roles.

While the executive summary comes first in your marketing plan, it’s best to write it last. Doing so allows you to capture valuable insights gathered during your research and to summarize relevant parts of your business plan effectively. By crafting it at the end, you ensure a coherent and engaging introduction to your marketing strategy.

2. Conduct Market Research

Avoid the common mistake of building a marketing plan based on assumptions, which can lead to strategies that fall short financially. Instead, let data guide you.

Analyze Existing Information: Examine your existing customer data, delve into marketing analytics, study social media followers, and conduct customer surveys. This process not only reminds you of who your target audience is but also pinpoints what sets your product apart from the competition.
Understand Your Customer: Get familiar with customer segments and buyer personas. Analyze demographic data like location, age, and income level, and identify the channels through which they discover new products. Be careful not to confuse this with your target audience; for example, children may be the target for a toy brand, but parents are the actual buyers.
Perform a SWOT Analysis: Assess your strengths, weaknesses, opportunities, and threats compared to competitors. Always keep your unique selling proposition (USP) in mind.

By gathering and interpreting this information, you can shape a marketing plan that is both grounded in reality and tailored to your business’s unique needs and opportunities.

3. Create a Marketing Strategy

Marketing Strategy	Marketing Plan
The “why” behind your marketing efforts.	The roadmap or plan for executing your strategy.
Its purpose is to describe how your marketing goals will help you achieve your business goals.	Its purpose is to lay your marketing campaign efforts on a tactical level.
It outlines what offering you will deliver, who you will deliver it to, how you will deliver it, and who your competitors are.	It outlines what you will do and where you will do it, when you will implement it, and how you will track success.
Your strategy helps you make the most of your investment, keep your marketing focused, and measure your sales results.	Your marketing plan supports your strategy and is the action plan that you’ll use to implement your marketing efforts.

Before we get into building a marketing strategy, it’s important to understand the difference between a marketing strategy and a marketing plan. Here’s a breakdown:

Marketing Strategy (Your Big Idea for Selling T-Shirts):
- What It Is: Imagine you want to sell a super cool t-shirt with a picture of a unicorn on it. Your big idea (or marketing strategy) is figuring out who would love this t-shirt, like other kids at school or people who love unicorns.
- What It Does: Helps you think about what makes your t-shirt special and who might want to buy it.
Marketing Plan (Your Step-by-Step Plan to Sell the T-Shirts):
- What It Is: This is like having a list of steps to follow to sell your t-shirt. It might include things like drawing the unicorn picture, finding a place to print it on t-shirts, and telling your friends and family about it.
- What It Does: Helps you know exactly what to do to sell your t-shirt, so you don’t forget anything or make mistakes.

So, consider the marketing strategy as your idea about who will love your t-shirt and why, and the marketing plan as the step-by-step instructions to help you sell it!

A marketing strategy outlines the specific campaigns and tactics you’ll use. We can break it down into four parts:

Channels
Formats
Messaging
Budget

1. Channels

Channels are the platforms you’ll use in your marketing plan. Look back at your market research and find the online and offline channels your target audience uses for shopping and entertainment or inspiration. Some popular channels for e-commerce businesses include:

- Social media marketing: Social media is used by over half of the population. Platforms like Facebook, Twitter (X), and Pinterest are mostly free and help brands connect with their target audience. That’s why 70% of marketers plan to focus more on social media marketing.
- Search engines: Almost half of online shoppers start their research on search engines. By including search engine optimization (SEO) in your marketing plan, you can bring in new business by reaching people when they’re actively looking for your products or services.
- Email marketing and SMS: Email and text message inboxes are two of the most cherished places for a marketer to reach. A phone number or email address gives you a direct line of communication with your target customers if they opt-in to hear from you.
- Podcasts: Connect with the six in 10 Americans who listen to podcasts by recording chats with your team, customers, or industry experts. By positioning yourself or your brand as a thought leader, you’ll inspire confidence that builds trust in your products.
- Offline channels: While digital marketing is crucial nowadays, offline and in-person marketing efforts can be just as powerful. Reach people when they’re not online through word-of-mouth recommendations, radio, billboards, or TV marketing campaigns.

Your marketing plan should strike a balance with how many channels it includes. Spread yourself too thin and you’ll waste resources on channels that don’t deliver results. But if you rely too much on one channel, you’re taking a risk.

2. Formats

After you’ve found your channels, decide which content formats you’ll use to grab attention and drive traffic. These could include:

- Audio: Connect with podcast and radio listeners using audio content.
- Images: Engage visual learners and shoppers on visually-focused social media sites with infographics, GIFs, and memes.
- Video: Feature on YouTube, the world’s second-largest search engine, with explainer videos and product demos. Many social media platforms – including Instagram and TikTok – also prioritize video content.
- Written content: Most search engine results display links to optimized written content, such as blogs, transcripts, or landing pages.

Content marketing is a hungry beast that needs constant feeding. If you need more content, consider a strategy that gathers user-generated content from existing customers. The more they share their experiences, the more content you can repurpose on each channel. It’s an effective way to scale your content marketing plan and extend your editorial calendar.

Short on time to promote the content you create? Try teaming up with popular influencers—those whose loyal audience overlaps with your target market. Let them distribute content for you. This way, your marketing campaigns can reach their devoted fanbase, and an endorsement from a trusted figure can boost brand awareness and credibility.

3. Messaging

Keep your message simple and consistent. Whether you say your t-shirt is the coolest or the most comfortable, stick to it. Mixed messages about your products or brand values will only confuse potential customers.

A simple way to sharpen your messaging is to be more “something” than anyone else. For example, Walmart is cheaper than its competitors, while Lorem Dripsum is punnier than other coffee brands. Check the marketing channels these retailers use, and you’ll see all messaging revolves around their unique qualities.

If you’re unsure what your value proposition should be, ask your customers. Research is a crucial part of any copywriting process. Survey people who’ve bought from you, run an Instagram poll to learn why people follow your brand, and revisit your SWOT analysis to identify your competitors’ weaknesses. Look for recurring adjectives during this process.

4. Budget

The last part of a marketing strategy is the budget. Don’t worry about the amount… It’s possible to run a strategy on a tight budget.

While you can implement a strategy with little to no budget, this section of your marketing plan should account for more than just planned costs. Time is a valuable resource that needs to be managed and accounted for too. Be sure to include how much time you plan to invest in executing your marketing strategy.

There’s no one-size-fits-all strategy or magical wand that guarantees overnight success and thousands of dollars in sales. However, there are proven strategies that can improve your chances of growing and succeeding in your business. If you’re interested in learning more, check out this Wishpond article with real-world examples from businesses that have tested and implemented these strategies themselves. Wishpond: 35 E-commerce Marketing Strategy Examples Proven to Increase Sales.

4. Set Goals and Measure Performance

Your marketing plan’s final stage is about measuring success. What’s your return on investment (ROI)? Maybe you won’t turn $1,000 into $100,000, but knowing your target ROI keeps your spending in check.

There’s more to measuring marketing success than just dollar returns. Brand awareness, website traffic, and social media followers are short-term marketing objectives aiming to bring new people into your marketing funnel. Nail them early on, and you set your business up for success later.

Let’s explore some other key performance indicators (KPIs) to consider based on which funnel stage you’re targeting.

Top of the Funnel: Building Awareness

People at this stage are new to you. They’re looking to learn and find inspiration. Your channels here may include social media, podcasts, and video content. So, how to know if you’re engaging them? Track:

Page views
Video views
Website clicks
Click-through rate (CTR)
Cost per click (CPC)

Middle of the Funnel: Problem-Solving

Now, at this stage, your audience recognizes you can solve a problem for them. You might reach them through search engines and retargeted ads. Here’s what to watch:

Bounce rate
Pages per session
Users by traffic source
Email subscriber conversion rate

Google Analytics is your best friend here. While the GA dashboard can seem overwhelming, make tracking these metrics easier with some extra tweaks:

Enable e-commerce tracking
Add the Facebook pixel to all pages of your store
Add UTM tracking to all URLs

Bottom of the Funnel: Closing the Sale

At this stage, you’re traffic is ready to convert into customers. Check your e-commerce store’s back end for:

Number of orders
Average order value
Sales conversion rate
Added to cart conversion rate
Reached checkout conversion rate

Post-funnel: Retaining Customers

It’s easy to assume revenue growth comes from audience growth, but often, the easiest way to grow your revenue is by focusing on the people we tend to forget—existing customers. Not only have they made a purchase, but they can also provide valuable testimonials and referrals. Forget about flashy metrics like social media followers and instead focus on what matters.

Conclusion

Creating a well-thought-out marketing plan might seem overwhelming at first. But remember, there’s a huge variety of strategies and channels out there to help boost your online sales. Analyze your audience, know their needs, pick the right channels and formats, be consistent, and mind your budget. Above all, set transparent goals and keep an eye on your performance. You’ve got the tools and knowledge—now make your marketing shine!