Hi there,
Thanks for reaching out – I'm happy to give you some initial thoughts and guidance on creating a marketing plan for your D2C eCommerce side project. It can definitely feel overwhelming when you're juggling a full-time job, but it doesn't have to be. The key is to keep things manageable and focus on what will give you the most bang for your buck, time wise.
We'll need to look at your product...
First off, lets talk about what you are selling. What sort of products are you offering? Is it something that you are manufacturing or curating? Is it fashion, food, electronics, software or something else? All marketing starts with product. You can't properly market something if you don't know what it is, what it does, who is going to use it and why.
I'd recommend sitting down with a cup of tea and just really defining what your product is, what the benefits and features are and who your target audience will be. Once you have that done, you're already off to a great start. It'll really help you understand the value proposition and positioning for ads.
Now then, let's get to the practical stuff.
I'd say you should forget a formal marketing plan...
Honestly, forget about building a big, complicated marketing plan right now. It’s likely to take up loads of your time and you'll probably end up feeling even more overwhelmed. In my experience, it's best to start small and iterate as you go.
Focus on one channel: Don't try to be everywhere at once. Pick one marketing channel that you think will be most effective for reaching your target audience, and focus your efforts there. I remember a D2C client of ours that sold coffee gear. They initially focused on Instagram and created really engaging content and built a community around their brand. It worked like a charm for them, and then they expanded from there. I'd say something similar for your business; just pick one thing and become an expert.
Content is King: Building off this, is there a content strategy you can implement? Create some content around your product, showing how it is made, showing it in action or just anything that might be of interest to your customers. This content would work across many platforms.
You probably should invest in tracking...
It's really important to track what you're doing from day one. This sounds boring but trust me, it's really important. Without good tracking, you're basically working in the dark. If you can't tell what's working, you're wasting your time.
UTM parameters: Make sure you're using UTM parameters on all your links. UTM parameters are short pieces of code that you add to a URL to track the source, medium, and campaign of a website visit. This will let you easily see what's driving traffic and sales in Google Analytics, so you can optimise your marketing efforts accordingly.
Analytics: Set up Google Analytics (or another analytics tool) on your website and make sure it's tracking conversions properly. This will give you valuable insights into how people are interacting with your website and which marketing channels are driving the most conversions.
You'll need a few quid for ads...
It's worth setting aside a bit of money to spend on ads, even if it's just a small amount, like £10-£20 per day. A couple of quid can make a difference in the beginning. Targeted Facebook or Instagram ads can be really effective for D2C brands. You can start testing out some audiences and ad copy - that way you'll find out what works and what doesn't quicker. It doesn't have to be a lot of money either; as I mentioned just a couple of quid a day.
Clear targeting: Make sure you have a clear idea of who you're targeting with your ads and what you want them to do (e.g., visit your website, sign up for your email list, make a purchase). The more specific your targeting, the more effective your ads will be.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| Focus on One Channel | Choose one marketing channel (e.g., Instagram, Facebook ads) and focus your efforts there. Create compelling content and engage with your audience. |
| Track Everything | Use UTM parameters on all your links and set up Google Analytics to track conversions. Monitor your data to see what's working and what's not. |
| Invest in Paid Ads | Allocate a small budget for paid ads on platforms like Facebook, Instagram, or TikTok. Target your ads carefully and test different ad creatives. |
Building a D2C eCommerce business as a side project is definitely achievable, but it requires focus, discipline, and a willingness to learn as you go. By following these steps and staying adaptable, you can create a marketing plan that works for you and your business.
Hope this has all been helpful.
You can do all of this yourself and there is loads of free advice on the internet that you can use. I really hope this helps you and all works out. But it can be a long slog if you don't know what you're doing. It might be worth considering getting some expert help. It's hard to know what the right choices are to make.
If you wanted to chat about this more, I'd be happy to book you in for a free consultation to talk about your options.
Regards,
Team @ Lukas Holschuh
