Niche E-Commerce 2021 Digital Marketing Strategy, Case Study

Click to enlarge infographic.

In this post, you will find an outline of the 2021 digital marketing strategy for Forverbird Studio. This digital marketing plan results from my 2020 commitment to create tarot cards as a promotional product for Foreverbird Studio. This article is one in a three-part case study covering the depth and breadth of services offered at Foreverbird Studio. If you are interested in seeing the full case study, please see the link at the post’s bottom.

You can create a similar and simplified niche E-Commerce 2021 Digital Marketing Strategy, and I would be happy to help you do it!

Below is the outline of digital content development goals: SEO, content marketing, social media, giveaways, sales, email newsletters, remote zoom classes, affiliate sales, and live videos. The technology platforms used include Squarespace, WordPress, Mailchimp, Gleam, Zoom, LinkedIn, Facebook, Instagram, Twitter, Periscope, YouTube, Vimeo, Amazon, DISQUS, and Adobe Creative Suite.

Overall Digital Marketing Plan for 2021

The overall digital marketing strategy for 2021 is to focus on a niche market for one year consistently. The small target market will not be as competitive and ideally will allow access to a larger one. The small market selected is the psychic industry. E-Commerce is the larger market.

Overall, US Psychic Services industry revenue was projected to rise an annualized 1.6% over the five years to 2019 to total $2.2 billion. (source) E-Commerce revenue for the industry is expected to rise at an annualized rate of 12.7% over the five years to 2020, including an anticipated 15.2% increase in 2020, to reach $596.2 billion. (Source)

Goals

This strategy’s performance will be clear by evaluating and tracking online sales, affiliate income, website traffic, and social media activity during 2021. You will have to check back in a year to see the results of this effort.

My E-Commerce sales goals are modest because, in 2019, I had one online sale compared to 11 so far in 2020. The majority of my current sales are design services for existing clients and through word of mouth.

The goal includes creating a plan in alignment with Foreverbird brand values, which are that people don’t change as fast as technologies are changing. We believe in investing and focusing on building quality relationships for win-win success.

Attracting New Digital Customers

Search engine optimization (SEO) and content marketing are terms for attracting new digital customers. They complement each other. The content marketing plan for 2021 includes media-rich blog articles, social media, and live tarot reading.

  • Comparison Reviews for SEO. The review articles are optimized for people searching for ‘best tarot deck’ and ‘best oracle deck.’ The review posts also include a call to action and go our weekly with the #fridayvibe hashtag that links to free group zoom consultation sessions. These pages also include affiliate links to Amazon to purchase the decks. (see sample)

  • Engaging in social media. Interact daily on other social media pages. Instagram and YouTube are the most active for this niche market.

  • Live tarot reading—weekly one-hour live tarot readings on Periscope Application or Facebook Groups Pages.

  • Monthly Giveaway. Give away a product using the Gleam app each month. Promote the contest to new customers via contest listing websites.

Engaging Existing Digital Customers

  • Weekly/Monthly Tarot Videos. Create and publish a new 3-minute tarot video each week. Create and publish a new 20-minute video each month. These videos go out to all the social media pages. They include links to place a personal reading or see all the decks in the comparison review videos and monthly giveaways. (see sample)

  • Monthly Giveaway. Give away a product using the Gleam app each month. Promote the contest to existing customers with a monthly e-newsletter.

  • Engaging in social media. Check and respond to any comments or activity on Facebook, Instagram, LinkedIn, Twitter, YouTube, Vimeo, WordPress, DISQUS.

  • Mail a holiday postcard. Create a special tarot reading and mail a holiday postcard to all customers about the New Year predictions.