Preparing to launch online store advertising

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Placing an online store ad without a clear, well-thought-out strategy is a waste of money. The result, to put it mildly, is not guaranteed. But you will definitely lose your budget and time. In order not to waste time on ineffective methods, you need a strategy - a step-by-step long-term action plan. It should reflect not only all the stages, but also the final goals.

Each online store needs to develop its own occupant resident lists promotion strategy. It is influenced by the advertising budget, the specifics of the business processes in the company, the niche, the stage of development of commerce, the market situation.

Preparing to launch online store advertising

An advertising strategy is one component of a general business policy. It is drawn up as a separate document, detailing what marketing efforts and when should be applied to achieve certain goals.

These benchmarks must be realistic and measurable, and correspond to the current stage. That is, formulations like "Get as much profit as possible" are not suitable. The goal is formulated as a clear task with its own deadlines, for example:

during the second quarter of 2022, increase the average bill by 20%;

increase monthly sales revenue by 500 thousand rubles;

double the customer base in six months.

The goals of a business may be to launch another product on the market, find new dealers, take a leading position in its niche, expand its market share, etc.

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Starting not with research and analysis, you can also develop some strategy for promoting an online store (in particular, advertising), but it is unlikely to be effective. To avoid irrational waste of resources, we recommend the following procedure:

Describe your target audience, potential clients: their income level, age, interests, typical problems, websites they frequently visit. A detailed buyer profile is needed, which will include all the key characteristics that influence the purchase decision.

Study the competitive environment. Select online stores with a similar product range, domains of approximately the same age as yours, and a similar target audience. Find out what channels they use to promote themselves, what marketing tools they prefer (for example, loyalty programs, discount cards, etc.). Take a closer look at the structure of the sites and the design of product cards, study their USP. Competitors are a source of interesting ideas and techniques.

Research demand dynamics. Seasonal sales peaks should be taken into account in the strategy.

Select the most promising channels in terms of attracting traffic. Draw conclusions from all the collected information about which online store advertising tools are the most promising: contextual ads, mailings, price aggregators, advertising in the media, targeting in social networks, search engine promotion, etc. The main criterion for evaluating each method is its payback.

Determine your advertising budget and build a sales funnel. To properly distribute financial resources between all channels, set spending limits for each promotion stage. A funnel is a sequence of stages that a client goes through on their way to a purchase or other target action. Subsequently, you will monitor the behavior of the target audience at each of these steps.