To stand out from the crowd, brands need to meet consumers where they prefer to shop. It’s essential to build relationships simultaneously with a feasible marketplace strategy as a part of their cross-border marketing.
Post the pandemic, ecommerce marketplaces have become the talk of the B2C and D2C industries. Though, many brands still struggle to have a successful ecommerce marketplace experience with their products.
In this scenario, digital marketing strategies help brands sell their products and grow their businesses on ecommerce marketplaces. However, the vertical is vast, containing multiple elements such as advertising, performance marketing, SEO (Search Engine Optimisation), and content marketing, among others.
Read further to understand how you can leverage digital marketing to increase your startup’s sales and grow your ecommerce business on marketplaces.
Three Ways To Use Digital Marketing
The ecommerce industry saw a 77% rise in 2021 compared to the previous year, according to a Bobble AI report. The convenience of online shopping has been a catalyst in the shift from a physical store to online ecommerce marketplace shopping. Here are three crucial digital marketing strategies to grow your brand on ecommerce platforms:
Advertisement Campaign Options
Usually, there are three types of advertisement options to choose from on ecommerce marketplaces:
Sponsored product campaigns help customers find your products on ecommerce platforms. It is a kind of advertising that appears in related shopping results and product pages for consumers.
Sponsored products are CPC (cost per click) advertisements to promote individual products from your product listings on marketplaces. It helps in promoting your products to buyers who are actively searching the related keywords on marketplaces.
Sponsored brand advertising campaigns help brands get discovered by buyers by showing up as an advertised product on their search results page.
Another kind of CPC advertisement, it allows brands to manage their budget properly. You can pick this type of digital marketing strategy and it will function as an advertising campaign to drive traffic to your brand store. The consumers will be taken directly to the product page when they click on products or categories mentioned in the ads.
Discover and engage with your target customers throughout their shopping journey by choosing sponsoring displays. This display acts as a self-service and programmatic display advertisement.
It can help spread brand awareness amongst the target audience. If you’re picking this type of advertising strategy, results can be measured using metrics such as ROAS (return on ad spends), new-to-brand orders, and click-through rates.
Creating SEO Optimised Title & Product Descriptions
What role does SEO play in a brand’s marketplace growth? The answer lies in how you leverage it. This strategy helps increase your product’s visibility by using relevant keyword searches. This helps bring organic traffic to your brand’s product page.
To maximise the benefits of SEO, use SEO optimised titles, product descriptions, and about sections for products.
To put it simply, SEO practices help buyers discover and connect with your products online. Customers search for products and only buy the products visible to them in their searches. So you need to be at the top of your SEO game to increase your sales.
Stand Out From the Crowd by Using Product Video
Ecommerce is a saturated market. To surpass your competitors, add product videos to your product listing. According to a HubSpot report, 87% of video marketers reported that video gives them a positive ROI (return on investment).
Videos serve as a great tool to grab the attention of your potential customers. This leads to a sales uptick which helps your business grow. There are four types of ecommerce videos that a brand can use as a part of their digital marketing strategy:
Close-up shots of products
Overview of products
Videos testimonials of products
Tutorial to show the use of products
A Customised Digital Strategy
With a large engaged user base, ecommerce marketplaces offer businesses enhanced sales and visibility. As founders, you should be leveraging digital marketing to drive traffic to your store.
However, these strategies alone might not be enough to see a high jump in sales. Every company needs to figure out what strategies suit its line of business. Supplement your digital marketing with other options as well. This might include running social media campaigns on Facebook and Instagram. Additionally, you could use video advertising options on Youtube with a CTA (Call To Action).
To stand out in an oversaturated market, it becomes crucial for a customer-facing brand to figure out what combination works for it and its business.
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