by Jared Cornell
May 13, 2019

The growth of eCommerce industry across the globe is unstoppable.

That’s not an assumption but a reality which needs to be accepted soon.

There are various reasons for a retailer to take its business online in the form of an eCommerce platform.

  • More exposure
  • Reaching a global audience
  • Increased sales
  • Skyrocketing profits

These are just some of the known reasons why retailers have resorted to the ever-growing eCommerce industry.

According to a survey, the retail eCommerce sales ratio recorded for 2014-2020 is expected to see a hike of 200%.

In the coming years, this is expected to grow further.

However, with so many brands building a presence for themselves online, it is going to be hard to beat the existing competition.

What adds fuel to the fire is how competitive brands have become even to market themselves online.

No doubt, the right marketing strategies are important.

But ask yourself this, “Are these sufficient to stand out as more people join the race?”.

Probably not.

That’s why you need to add the right marketing channels to your strategy to build a better reach and boost sales.

Before you start the hunt for the channels, it is important you set the goal straight for your marketing project.

You need to attain certain objectives while working towards the goal.

Your marketing strategy should allow you to:

  • Build a community that helps you become a part of your customer’s lives
  • Advertise less but sell more
  • Build delightful customer experience across all marketing channels every time
  • Communicate in real-time, convert, measure their experience, and repeat the process again
  • Work towards building an amazing retail experience every time

Setting such objectives can be tough, especially if you are still deciding upon which channels to use to promote your eCommerce business online.

However, with a marketing project management software, you can align your achievable objectives along with the channels you finally decide to deploy easily.

So without further delaying the discussion, it is time we take into account the crucial factors that you need to consider when selecting your marketing channels for eCommerce business.

Factors to Consider When Selecting Marketing Channels

There are various factors that you need to take into account when selecting marketing channels for your eCommerce website.

So let’s explore some of them below.

Brand Image

Building a reliable brand image is a challenge.

That’s probably because many of your competitors have resorted to selling their products online.

Not only it increases cutthroat competition but also gives your target audience more options to resort to.

So, how do you set yourself apart?

To build a brand image, you need to work towards creating a digital ecosystem.

That system should help you solidify brand image effectively. The same digital ecosystem should address concerns like:

  • Identifying your target audience
  • Setting business goals
  • Build a brand persona
  • Communicate key messaging

So, your digital ecosystem should be inclusive of:

  • A strong PR campaign
  • Engaging content that keeps the visitors on your website
  • Relevant social media platforms that help you communicate relevant information and stay connected to people at all times
  • A smart SEO campaign that helps you rank well in SERPs

Physical Attributes of the Product

It is essential for you to understand the physical attributes of your product.

This understanding itself dictates how the product should be talked about and promoted amidst your target audience.

You need to bear in mind that not all your products can be shipped easily and need more care as they reach your customer’s doorstep.

For example, if you sell heavy items like furniture, then shipping them across the country can be quite a challenge for your logistics team.

If you sell perishable goods like food, then its delivery needs to be done the next day.

So, when you consider a marketing channel for such products, make sure you opt for short marketing channels.

You can also add live chat software so you can answer questions related to such products in real-time.

This will help you set correct expectations for your customers and at the same time help them track their orders faster.

However, in the case of durable and easy to ship products, you can select marketing channels that help you reach a wider audience.

For this, you can opt for social media channels like Facebook or Instagram that help you showcase the product and provide a detailed description too.

Other than this, your product can also be technical. In such a situation, buyers tend to look for a platform that helps them answer their queries first before they reach the decision of purchasing it.

You could add a live chat support tool or enable them to shoot a query via email.

Once they feel assured by the tech support and you get the opportunity to filter potential leads, it will be all the easier to sell the product instantly.

Target Audience

This is yet another crucial factor you need to consider before you select your marketing channels.

You need to understand exactly who your target audience is before you market your product.

Is it the end-customer you sell your products to? Or do you deal in a B2B audience?

Both require a different approach to market your products.

In the case of individual customers, you can create ads like you see on Google when a person searches for a product online.

The image of your product along with a small description can help you reach your audience more effectively.

However, if your products are targeted towards a business owner, then this retail approach is out of the picture.

So, selling them through an agent in real-time would be the most effective way to reach the B2B audience.

It will help you build long-term relationships and the same business would rather reach you out first in case they’d like your services to be renewed.

Product Distribution Efforts

Distributing a product can consume a lot of time and effort. So you need to see whether your brand has that distribution bandwidth or not.

The channel you plan to use while marketing your products shouldn’t take up a lot of time from your schedule.

In case you plan to go for social media marketing, then all you have to do is schedule your posts on various channels.

This won’t take much time, plus your target audience will always feel connected to your brand no matter what.

Channels Your Competitors Use

It is always feasible to check out which marketing channels your competitors are using to reach the target audience effectively and in less time.

All it takes is a little research.

But here’s the catch.

You can either find out which marketing channels they use and promote your products with a different messaging or don’t follow their footsteps at all.

It means you need to look out for platforms where they do not market their products online.

I know it is a challenge but a very effective approach to cut down your competition. So, think out of the box and as this worth the try!

At the End…

It is all about reaching your target audience more effectively.

You just need to make sure that the marketing channels you choose help you reach your customers before they reach your competitors.

Once you consider the above mentioned crucial factors, choosing marketing channels for your product won’t seem like an overwhelming task.

With the right analysis of your competitors, target audience and how you’d like your brand to be projected in the market, selecting the right marketing channels would seem like a piece of cake.

And of course, your business will benefit out of it in the long run.

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