2017 Ecommerce Marketing Checklist

2017 Ecommerce Marketing Checklist

As your business’s ecommerce marketing starts anew in 2017, focus on a measurable strategy that will help you succeed. This ecommerce marketing checklist is meant to help you think through your marketing plan for this 2017. In 2017, is your ecommerce business focused on acquiring new customers, generating revenue, making a profit, or something else? Your marketing strategy should help you make choices about how, when, and where to market. For example, if your marketing strategy is to increase profit, and you have determined that repeat shoppers are seven times more profitable than new customers, you might want to focus your marketing on existing customers. “Content marketing is one of the most effective ways for retail brands to market themselves…in fact, statistically speaking, content marketing can increase your conversion rate…the average conversion rate of sites with content marketing is 2.9 percent compared to the average of sites without a content strategy, 0.5 percent.” Your 2017 ecommerce marketing plan should probably include content marketing. On average, the viewers surveyed watched about six hours of videos on services like YouTube, Facebook, Snapchat, and Twitter. As you plan your content marketing for 2017, include videos and publish those videos on YouTube. Make Sure Your Site Is Right Mobile friendly, responsive, accessible, and high performing is what your ecommerce website needs to be. Part of ecommerce marketing is having a functional ecommerce website that meets customer expectations.

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As your business’s ecommerce marketing starts anew in 2017, focus on a measurable strategy that will help you succeed.

For many ecommerce marketers, the promotional year doesn’t really start with the calendar. Rather January is when you recover from the frantic holiday selling season and, perhaps, focus your attention on customer service, managing exchanges and returns, and “right-sizing” your inventory.

Thus your marketing efforts could really start in February. This ecommerce marketing checklist is meant to help you think through your marketing plan for this 2017.

1. Plan to Measure

Recently, I gave a presentation to a group of managers and directors at a brick-and-click retail chain. The group was interesting because of the broad range of attendees. There were folks who managed physical stores, still carried a flip phone, and generally thought ecommerce was dangerous. There were also folks there who manage the company’s online business and think they are the store’s best hope for continued success.

During my presentation, one of the store managers asked me why I was recommending a particular new marketing tactic. I told him, in jest, that I was guessing.

A colleague clarified what I meant: “Guessing” for me was really strategic experimentation based on a lot of data collected over a few years.

“What you can measure, you can improve,” this colleague said. The point was that while I did not know with absolute certainty that a particular marketing tactic would work, I was confident because I had measured similar tactics and knew how those had performed. And, even if it failed in some way, I would still learn something from it because I had a detailed method for measuring it.

So, measure how you market. Try to have a few points of measurement for every marketing tactic and take the time to analyze those measurements with an eye toward improving.

2. Develop a Marketing Strategy

For your marketing measurements to be effective in 2017, first know what you’re trying to accomplish.

In 2017, is your ecommerce business focused on acquiring new customers, generating revenue, making a profit, or something else? And what do you mean by “acquiring new customers”? Is that two new customers or 200,000?

Your marketing strategy should help you make choices about how, when, and where to market.

For example, if your marketing strategy is to increase profit, and you have determined that repeat shoppers are seven times more profitable than new customers, you might want to focus your marketing on existing customers. In this case, it would not make much sense to spend a lot of money on pay-per-click advertising or search engine…

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