According to a study on ecommerce businesses, “81% of consumers conduct online research before making a purchase.” A stat like this makes you think about how important online marketing is for your business.
How you present your business to the world and promote your products to your target audience is crucial to your success. Not only is it important to address what’s working in your digital marketing strategy, but it’s also just as essential to address the gaps.
Develop a Comprehensive Digital Marketing Strategy
Before you do anything, be sure to develop a comprehensive digital marketing strategy. You want to have a detailed plan in place to reference when you need guidance in your digital marketing journey and to ensure you’re progressing toward your goals. Your comprehensive digital marketing strategy should include:
- Details about your target audience
- Goals for your digital marketing efforts
- What you’re going to do on each platform (website, email, social media)
- Plans for market research
- How you’re going to execute each type of marketing you use
- Who will be involved in creating and maintaining your digital marketing strategy
- How you’re going to monitor your strategy’s performance
- How you’re going to use paid advertisements to bring potential customers back to your website
- How you’re going to keep reminding them of your products until they make a purchase
- How you’re going to nurture the relationship over time
- What tools you’re going to use for your retargeting campaigns
Next, you can take a thorough look at your content and see if there are any gaps.
Identify Content Gaps
Your digital marketing strategy could be lacking because of your content. For example, it may not be helpful to your target audience, up to par on the quality scale, or lack consistency and overall direction.
Because content is such a massive part of your overarching digital marketing strategy, identifying gaps in your content is crucial to providing an outstanding content experience no matter the touchpoint, channel, or platform.
You can identify and address content gaps by doing the following:
- Analyzing the content on your website, social media, email, and any other digital channel you’re using
- Identifying which pieces of content are doing the best and which are doing the worst
- Identifying what elements make the best-performing content, exemplary
- Seeing what’s missing from content that isn’t performing well compared to the content that is
- Finding out which types of content, length, CTAs, and other details resonate most with your target audience
- Tracking the performance of all your content with data analytics tools
Look for Changes in Your Target Audience
You may find that the gaps in your ecommerce digital marketing strategy result from changes in your target audience.
For instance, buying through a website may have been their most popular choice for making purchases in the past, but now, they’re purchasing through email landing pages. Or maybe they don’t engage via email anymore, but their social media activity has skyrocketed.
Changes like these are worth noting because they affect how you approach digital marketing. It’s an excellent idea to look for changes in your target audience and compare them to what’s causing an issue in your marketing strategy. Always study the following regarding your target audience:
- How they move through the purchasing process
- Where they’re making purchases online
- What types of digital content they resonate with most
- Their favorite social media platforms
- Which media types they like (photos, videos, gifs, copy)
- Which of your digital marketing channels they’re visiting most
- What they’re doing in each of your digital marketing channels
- If the customer journey has changed
You can use data analytics tools like social listening to monitor changes in your target audience and other critical aspects of your digital marketing strategy. Let’s talk more about that below.
Leverage Data Analytics
Your digital marketing is nothing without data. There is so much to cover with digital marketing that it would be counterproductive to manually collect the data you need to fill gaps in your strategy effectively.
Analytics helps you collect critical data about your overall strategy. You should set your tools to collect, process, and analyze data on:
- Each digital channel you use (i.e., website, SEO, social media, email, mobile app)
- How each piece of content on your digital channels is performing
- How your target audience is getting to your digital platforms
- Which of your channels is most productive
- How your target audience navigates the digital world
- How your target audience’s behaviors change
- Which components of your digital marketing strategy are performing the best
As you get more familiar with data analytics, you’ll come up with more things to track with your tools to help fill gaps throughout your strategy. You can start with Google Analytics, but there are many tools out there that may be a better fit for your business.
Improve Your Ecommerce Marketing Today
In a perfect world, there would be no marketing gaps in any industry. Yet they do happen, especially when we’re wrapped up in the creation, distribution, and other minutiae of running an ecommerce website. No matter the gap you are trying to close, the common denominator is your target audience. Without your audience, you have no business. Using your audience’s behavior and data as guides will ultimately help you close any other marketing gap you may find.