White NRA Horizontal logo


The Digital Business Kit for Retailers

Learning Outcomes

Retailers will understand how they can use eMarketing strategies to sell products and services online. [printfriendly]

mod-arrow eMarketing Plan

The best way to ensure eMarketing success is to develop a solid eMarketing strategy which includes a plan that is easy to deploy and to measure. Your eMarketing strategy and plan should consider adopting multiple methods to effectively reach your target markets. Generally, there is no single method that will reach all potential target customers due to variations in individual behaviors and preferences on how to keep informed.

This page outlines the essential components that should be included in any eMarketing plan as well as a variety of options to consider, based on your business model, target markets and products or services.


Must do’s:

There are a few critical components of every online marketing effort that include:

Mindset: Leverage, leverage, leverage! Think about how you can double, triple your return by combining, re-purposing and leveraging your online marketing activities. For example: when you send a newsletter, include social media links to your social media channels. Embed social media share tags in each section; embed a YouTube video that links to your website; archive your newsletter for a SEO boost; copy some of the content to add to your blog and social media posts. In reverse, use your social media feeds to mine for content for your newsletter and blogs, etc.

Set up analytics: Do this as an early step so you can track and benchmark your company’s current marketing activity (how many visits are you getting, from where, etc.) against activity generated by new marketing activity.Click here for 3rd party resources on analytics.

Sign up for ‘Google places”: This is a good first step to establish an online presence. “Google places” is also used by other online search entities and applications.

Marketing goal: Establish clear goals for your online marketing plan. What are you current target markets? Are you looking for new markets through online marketing? Do you want to sell more? Sell online? Build client database? Or do you have other business outcomes?

  • Set measurable goals for your company including metrics for the outcome you want, such as _X_ number of new visits to the website, _Y_ number of sales by _D_date.
  • Should the goals focus on specific target market segments, e.g. demographics, location, etc.?
  • What products will be your focus?

Define your target market: Every business – and its products or services – has target markets that can be described in terms of geography, demographics and other customer characteristics. Clearly defining your target markets in relation to online marketing is essential for setting your measurable goals and selecting your online marketing methods. Things to consider include:

  • Based on the products and service you have chosen, how big is the market?
  • Is the market size realistically going to support your goals?
  • Where is this market? And, what is the best way to reach them?
  • What will engage this market?
  • What is their profile and how should this be used to engage them. (Personality, likes, values, beliefs as well as demographics like geographic, gender, age, income, etc.)

Optimise your website and other content: Using keyword tools and search tools, enter the terms you think people will use to find your products. These tools will then tell you how many searches are done for these terms. Your company can determine the most popular yet specific search terms. These become your keywords and will be used in the headers of your webpage, tags on videos, included in every blog article, paid ads, etc.Click here for resource links to using keyword tools.

Product type: What type of marketing best represents your product? See 5 applications and their specialties in the social media section.

Variable and unique online marketing strategy

The next steps of the online marketing-plan development will be unique to each business depending on your resources and answers to the questions above. For example some companies may be able to devote more resources to their plan, some will focus on paid advertising vs. social media, etc. Build the plan that is right for your organisation, and reach out to local resources to assist you in this effort if more support is needed.

Building your online market plan: Base your plan on your goals and capacity. If you are a smaller company with limited time or budget, make sure you develop a plan that is realistic vs. instead of using every tool all at once. For example, if social media is a next step for your company, pick the tool that will provide you with best return on investment as a start and build your campaign from there and then instead of trying to launch all the social media outlets at once. If you are marketing to other businesses, start with LinkedIn. If you have a visual and complex product, use YouTube, etc.

Resources short list

General online marketing templates are listed below: Use your business size and goals to customise these outlines.



B2B Content Marketing Strategy Checklist | Velocity Partnershttp

The Noob Guide to Online Marketing (With Giant INFOGRAPHIC) | SEOmoz