10 Best Marketing Channels for E-Commerce Stores
Customers have learned to anticipate diverse communication from e-commerce firms in recent years. It's not difficult to see why consumers utilize a range of marketing channels on a regular basis; therefore, people want businesses to convey content across several platforms.
However, not all marketing outlets are equal. Others allow you to share organically without incurring costs.
In this article, we will define a marketing channel, provide examples of various channels, and provide a framework for picking the best channels for your organization.
What is the definition of a marketing channel?
A marketing channel is the means via which you communicate with your target demographic. There are two primary channel types:
- Paid channels are means of disseminating information to prospective clients that cost money.
- Organic channels are those in which you develop and disseminate material without paying to do so, such as social media and email.
The selection of marketing channels will determine the business's entire marketing strategy.
1. Email marketing
Email marketing is the use of email to advertise your business's goods or services. To notify individuals about a promotion or deal, you may either create a full-fledged email campaign or send a single email. Emails may also be sent at pivotal points in the customer experience, such as when a consumer joins your email list or completes a purchase on your website.
Before you can email potential consumers, you must collect their contact information. Numerous businesses provide a one-time discount while building their email list. For example, the hair extensions firm Luxy Hair provides new email subscribers with a first-order discount and exclusive hair care advice.
If you're considering using email to communicate with consumers, we suggest prioritizing those who are still on the fence about purchasing from your company. A tremendous amount of money may be generated by targeting individuals in the contemplation stage with individualized touches and supplementary messages.
2. Marketing via social media
Social media marketing may be an excellent method for locating, engaging, and establishing connections with specialized groups. Depending on what you offer, you may be able to connect with Facebook, Instagram, or TikTok groups. These are the people who will hear your story and buy from your company.
Because you are not paying for leads, putting material on your own social media networks falls under organic marketing, as opposed to paid or display advertising. Establishing a social media presence may aid in building a following, collaborating with influencers to expand your reach, and selling things directly on the platform.
3. Affiliate advertising
Affiliate marketing is collaborating with others who promote your items on your behalf. Your affiliates direct consumers to your business via blog articles, reviews, and social media posts by using a specific link or promotional code. For instance, a fashion blogger may include a variety of things from your clothing business in a "season's best" article.
When a customer purchases a product via an affiliate link, the affiliate receives a commission. This sort of marketing is effective because it utilizes the credibility of an affiliate to promote your brand to the target demographic. People are more inclined to acquire things that have been suggested by trusted individuals.
Finding the right affiliates who already have a relationship with your target demographic is the key to success. Check out What Is Affiliate Marketing? A Guide for Beginners to Get the Most Out of This Marketing Channel.
4. Referral marketing
Customers are far more likely to believe a personal recommendation than a blog post or sponsored advertisement. This is the reason why referral marketing is so effective: it encourages consumers to share your brand's name, goods, or website with their personal networks.
Similar to affiliate marketing, referral marketing employs specialized connections to associate a referral with an existing accountholder or consumer. However, instead of paying a commission to recommend consumers, you might offer them discounts on their next purchase, free delivery, or access to special privileges.
Some referral marketing initiatives provide rewards to both the referrer and the referred client. For example, All Birds provides you with $15 off for every referral that results in a purchase, and the new client also receives $15 off their first transaction.
5. Paid search engine optimization
Search engine marketing, often known as SEM, employs both paid and organic tactics to increase a website's presence on search engines like Google and Bing. In paid search engine marketing, you pay a fee to have your advertisement appear above other search results when a consumer searches for a certain phrase.
By centering your SEM tactics on the purpose of your target audience, you may increase the likelihood of interacting with clients who are already interested in purchasing your product or service. For instance, an accounting firm may target those who search for "accountants near me."
Paid search engine marketing also propels you to the top of search results more quickly than organic advertising. However, several businesses combine paid search engine marketing with organic content development.
6. SMS marketing
SMS marketing includes delivering text messages directly to new and returning clients. This marketing tactic, like email marketing, often aims to educate, sell, or cultivate customer loyalty.
Due to the personalized nature of SMS, brands are often required to provide sign-up bonuses. However, its directness and immediacy are what make it so successful. According to Gardner, SMS open rates may reach as high as 98%, and SMS click-through rates can reach 45%. These numbers should encourage all brands to include SMS in their marketing strategies.
Reaching out to your audience sparingly and only when you have something intriguing to offer is the key to SMS marketing. For example, Olipop, a healthier alternative to soda, uses SMS marketing to tell customers about its new flavors. One promotion brought in almost $30,000 in fifteen minutes for the business.
7. Optimization of search engines
SEO, or search engine optimization, is a powerful method for exposing your business to a large audience. It entails optimizing a website, such as a product page, to meet the needs of search engine users. For instance, a person actively looking for "vintage iPhone cover for sale" likely plans to make a purchase; thus, your homepage should be tailored to meet their requirements, i.e., it should allow them to purchase the product.
To rank higher in search results, it is essential to fulfill the user's objective. When search engines such as Google see that an e-commerce brand exceeds consumer expectations, they reward it by elevating its website's rating on their search platforms.
Using e-commerce SEO, the electronics accessory firm CASETiFY has achieved success. Its vintage case collection website appears on the first page of search engine results for the specified keyword.
8. Event marketing
Showing your items to buyers in person, whether at a trade event, craft fair, or farmers' market, may help your brand develop. Although attending events may be beneficial at any stage of your company, it can be more important at the beginning to verify a concept.
Gain real-time feedback, gain a deeper understanding of which marketing messages are effective, and establish connections with your target audience.
9. Partnership advertising
Partnership marketing is the practice of collaborating with another firm to engage its audience. This might include product partnerships for online merchants, in which you curate a product with another firm and offer it on both of your sites. The partner might be a merchant or brand with a comparable audience to yours.
For instance, the popular mattress company Casper teamed up with the high-end furniture brand West Elm so that customers could check out its comfortable mattress on West Elm's stylish bedroom furniture prior to purchase. These partnerships are mutually advantageous and enhance visibility for a larger client base.
10. Direct-mail advertising
Direct-mail marketing is the practice of sending clients a tangible item via the mail. This marketing channel may be approached in a variety of ways. For instance, you might conduct a direct-mail campaign consisting of a postcard with a discount code, while another firm may advertise a promotion or a new product version. Noting that many firms send out whole catalogs,
For example, the bedding company Brooklinen sells directly to consumers and gives out pamphlets that describe the product's features and benefits.