By the end of last year, large players in the ecommerce industry shared that their digital marketing budget will increase significantly in 2021.
As an ecommerce business owner, you may also have exciting growth plans for your digital marketing strategy in 2021. But, regardless of the scale of your goals, it’s difficult to achieve them without a proper plan.
That’s what we’re going to focus on today, as we discuss a few useful tips on how to write a winning ecommerce digital marketing strategy for 2021.
1. Look Back at Your Accomplishments and Failures in 2020
Here, the concept is simple – you can’t move forward without analyzing and learning from the experiences you’re leaving behind.
So, start by looking back and revisiting your accomplishments and failures in 2020. Here are a few questions that can help you approach this step objectively:
- What were your goals for 2020?
- Were these goals realistic?
- What resources did you have to achieve these goals?
- Did you utilize these resources to the fullest?
- Which goals did you achieve?
- Which strategy did you follow to achieve these goals?
- Did you fail to meet any goals and why?
After you answer these questions, it wouldn’t hurt to look at your KPIs and industry benchmarks one more time. You can make this process easier by breaking your ecommerce digital marketing strategy into categories and check the KPIs according to them.
For instance, you might want to check the results from your SEO strategy. In this case, you can look at the following KPIs:
- overall website traffic
- traffic by source
- website visitors: new vs. returning
- website sessions
- the growth of referring domains
- page views and most visited pages
- exit rate and bounce rate
- conversion rate
The quickest way to check these KPIs is to retrieve the data from the digital marketing tools you’re using. For instance, if you want to check the growth of referring domains, you can do it through a respective Ahrefs report.
The goal is to define what’s been working for your digital marketing strategy so far and find the gaps you might want to fill this year. Also, the data that you’ve collected will go into your new digital marketing strategy as a useful reference.
2. Set Goals and Break Them Down into Milestones
Now, as you have the full picture of how your digital marketing strategy performed in 2020, you can start making plans for 2021. When writing your digital marketing plan, set a general goal you expect to reach by the end of the year, and assign each separate strategy a set of individual objectives.
For instance, your general goal might be to get a 50% higher revenue from your overall digital marketing efforts. Then, you need to break this goal down into objectives for each strategy, e.g., find and convert new customers through search engine optimization.
Now, you might find this step quite challenging. Thus, Martha Friedman, a content marketing specialist at EssaySupply, recommends involving as many people as possible: “It’s hard to write a consistent digital marketing strategy without people involved in building it and who will share the insights you might have missed.”
Besides, to make sure your goals are precise and to-the-point, try approaching them via the SMART goal-building model. With it, you will be able to set goals following a set of criteria:
- Specific: what should you improve?
- Measurable: how will you know that you’ve reached the goal?
- Assignable: who will be responsible for achieving the goal?
- Realistic: which resources do you have to reach the goal?
- Time-bound: when should the goal be achieved?
Here’s an example of a digital marketing goal set with a SMART model:
- Achieve consistency in producing content.
- The content across all social media channels and the website will be published at a regular rate 5 days a week at the same time.
- Content team leader will be responsible for achieving this goal.
- To reach this goal, the content team will have a marketing calendar and will track the activity of the audience through Google Analytics.
- The consistency in content production should be achieved by the 3rd quarter of 2021.
As a result, you’ll have a step-by-step outline for each goal and objective. Besides, it’ll be easier for your team to follow the digital marketing strategy as well.
3. Outline Your Estimated Budget
Once you have all the goals ready for your digital marketing strategy, it’s time to talk about money. A budget outline is an inalienable part of a good digital marketing plan, as it will help you set clear expectations for the resources you have at hand.
When planning your budget , make sure you take into account the following aspects:
- the scale of your goals
- the audit of your past results
- the analysis of your options (the expenses on marketing software, additional digital marketing investments, and so on)
Once you’ve evaluated your expenses on digital marketing over the past year, you can move forward and allocate the budget for each goal in the new strategy.
At this point, you might also want to create a separate emergency budget to cover unexpected purchases and other expenses that might happen during the year. This will be your safety net so you don’t run out of resources.
Over to You
The demand for ecommerce will keep growing this year, as the pandemic shows no signs of stopping. And, to help your online business stand out, you might find it necessary to invest more in a digital marketing strategy.
Writing an ecommerce digital marketing plan can help create a blueprint for you and your team. Hopefully, our tips will guide you through the process of creating an efficient digital marketing strategy that’ll bring your ecommerce business the success it deserves. When you’re confident that you’ve come up with the perfect strategy, start to plan out exactly when you’ll launch this campaign. Use this ecommerce marketing calendar to schedule months in advance and give yourself some extra time to focus on other aspects of your business!
About the Author – Dorian Martin is a writer and business communication expert working with writing professionals on a regular basis. His career is focused on collaborating with academic writers and publishing written content on digital marketing, SEO, eCommerce, business development, and AI, among others.