How to Build a Functioning Marketing Plan in 3 Steps



The starting, operation, and constant improvement of a website is not an easy job, but with time and energy we can achieve outstanding success.

Sometimes, every business comes to a depth – these are the moments when we have to realize, it does not work as well as we imagined – less orders come in, there are too many customer complaints, the attendance of our website is shrinking. In such cases, we may just sit idly, and the hours fly away without creating anything constructively.

At these low points, we consider leaving it all. This is unnecessary to do, so, in the following, we will present an infallible strategy in three steps that will guide you through business difficulties and lay the foundations of a long-term success.

A good start

If we're planning to create a website for the first time, we have no time and motivation to do everything we need to do, timely and high-quality. Finding out an attractive brand name, renting or buying a website, creating breath-taking product photos and finding the perfect web design is of course not happening instantly, and is not a simple job but it is a transparent process and the pillar of our ecommerce business. 

In fact, just now comes the hardest part. We are sitting in front of the screen and we expect that the hard work of the long months now comes to fruition. Have we forgotten about anything? Such a lot of time spent and hard work may not have any marketing aspirations that can be seen in our attendance, the few users who are on our site, are family members, friends who express their support with clicks.

When things do not change in the days following the start, our motivation begins to lurk, and we have doubts that starting an ecommerce would surely be a good idea. How can we make sure that it's really worth sweating under the rug or just looking for excuses, perchance just have to think back to our knowledge of online commerce?

The tactical marketing hell

When we realize that we have ignored the marketing, we are starting to reach the potential audience through all available channels without a single strategy. We buy likes, we tweet every hour, and we would do anything to improve our ranking on the hit list, so we share more and more posts every day on our blog. Sometimes we may be lucky that this technique also can generate some attendance and sales, but it is more common that it does not happen, and only leads us to become terribly busy, but we cannot show any substantial change.

Then we take into account what we have not tried yet. If we look at the websites of successful businesses, we recognize that we used the same techniques as they did, but they did not work.

What shall we do now? Why are the other websites successful? We have to find the solution among the steps we have already done, just sketching over the details. If we try to be present at all times on all channels, to communicate constantly, to produce content, then each one remains superficial, it gives us the feeling of amateurism - even if it reaches the public at all - but it is all about time. Though even the best marketing will not work from day to day, and learning the different strategies will require time, choosing a good strategy can shorten the learning process and the way to success.

Creating a system of success

Our goal is to create a system, which basically answers us to two questions: Do I work on a development process? What can I do to improve this process?

Answering these two questions will not only lead you in the direction you want to move, but also help you figure out which communication channel will not be relevant in the future.

So, following the three-step process described below, we come closer to achieving success. This cycle actually describes a constantly reversing circle that is based on construction, measurement, and learning. To illustrate it in reality, we take a simple and basic example of Facebook advertising.

1. Phase: THE BASICS

Obviously, the purpose is to conduct multiple sales, and we will use Facebook for this. All you have to do is create an ad and keep it there.

As an experienced user, it will be easy. If we have not advertised on Facebook yet, we have to survey some things.

As a first step, we have to decide exactly what way we want to do it. For example, you can advertise posts, websites, or add an app or video. In this case, it is advisable to choose send the page or increase traffic functions on our site.

The other question is where and especially whom has to be our ad visible. We can choose from the following criteria:

demographic data: home place, age, gender, a degree of education
interests: specific topics.

1.1. Budget

How much is it worth to spend before we know how useful it will be? At the beginning, the daily few dollar option is quite enough.

1.2. Format

Where should it be visible? To show on desktop, or on mobile, in news feeds, or rather on the right-hand ad space?

1.3. Content

What is the title and text of the ad? Would you like to promote the entire store or just one product?

Does the image show the product, the person using it, or something that draws people's attention?

Each setting involves a little thinking, decision, but all play a major role in success.

If the first try is not a breakthrough, then there is no cause for worry. It should be noted that in addition to Facebook, Google, Instagram, Pinterest, etc. it is possible to place advertisements.

2. Phase: ANALYSIS

The following question arises: How do we know we are in effective in advertising? Of course, increasing the number of orders in the website is the ultimate goal. If visitors do not become buyers, there is no business, so one measurement is the number of orders. In itself, we do not get a full picture of the benefits of Facebook's raw numbers.

So how do we evaluate our aspirations?

On the one hand, diagrams and indicators of our website help us. Google Analytics can help us by just looking at the data that are important to us. Combining these with the statistics provided by Facebook – how many people saw it, how many people clicked on it – a graph by time, we will get the real picture of the degree of change.

Phase 3.: LESSON

A lot of information can make us confused. The hardest part to figure out what we are going to develop in the future? This is the most embarrassing part of the process, but with enough experience we will know when and which indicator is the most useful for us to save time and money.

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