Step 1 - Finding out the primary information The first step is to collect all the initial data that are needed to build a long-term development strategy: business model of an online store; history, mission, philosophy, values; USP , offers; the composition of the assortment line; niche demand based on analytics data; external factors of influence; risks and threats. If the company is already operating on the market, then we take into account the strengths and weaknesses of the business, goals for plans, site analytics, information on the marketing methods used, and promotion results. It is important that the baseline data objectively reflect the situation. Step 2 - Conducting a voluminous marketing research The next step is to clarify and supplement the basic information. To do this, we conduct market research, target audience, competitors in a niche. What to analyze specifically: demand for goods in search, social networks, on thematic platforms; a portrait of the target customer : who he is, what he does, what interests, income, preferences; needs, fears, expectations of the target audience; competitive environment: what and how competitors are selling, what market share they occupy, what are their pros and cons. For the strategy to be more focused and productive, it is necessary to highlight separate segments of the target audience . This can be done based on demographic characteristics, needs or behavior. Analyzing and dividing the audience into groups allows you to determine the correct goals and objectives for the strategy, identify promising opportunities for the company and prioritize them. Step 3 - Setting Goals The third stage is goal setting. They must be reasonable and achievable. The ultimate goal of any online store is sales. Primary can be different: change positioning; increase the average check ; increase brand awareness; attract a new audience; increase traffic , number of sales; optimize the cost per lead. For the formulated goals, approximate terms of achievement and key performance indicators are established by which it will be possible to evaluate the result. Step 4 - choosing the optimal set of tools Next, we select tools and activities to achieve our goals. The most popular customer acquisition channels now: organic search traffic, SEO ; contextual advertising ; price aggregators, marketplaces SMM (social media promotion); email marketing ; PR campaigns; different types of content marketing . Conclusion An effective development strategy helps to become the market leader and achieve the set goals that lead to increased profits. But there is a lot of work behind it. This is the study of the basics of marketing, large-scale market analysis, selection and testing of suitable paths, tools and vectors of development. However, the result is worth it, since it is almost impossible to develop in a competitive e-commerce environment blindly, without any strategy. Take this matter seriously. And remember - no strategy can remain the same throughout the entire life of a business . Therefore, regular revisions and adjustments are imperative.
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