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E-commerce is a rising giant that completely disrupts traditional retail. The industry is already worth almost $3.5 trillion globally and is predicted to grow by more than 30% in the next couple of years. This means online retail has become a lucrative business, particularly if you are able to develop a good marketing strategy.
However, e-commerce professionals have to know that over 70% of consumers say they would rather connect with brands and businesses through multichannel. Shoppers quickly switch devices and communication channels, so you need to provide them with a unified experience across all platforms.
It’s a well-known fact in the digital universe because:
- Companies with omnichannel customer engagement strategies retain on average 89% of their consumers, a staggering 56% more than organizations with weak omnichannel marketing.
- Almost 90% of retailers agree that an omnichannel marketing strategy is critical or very important to their success.
- More than half of marketers use three to four channels of brand promotion.
The real question is how to build this kind of strategy and keep it functional in the long run. We will answer this question in our post by showing you eight powerful multichannel marketing tips for e-commerce brands. Let’s take a look!
1. Consider Every Channel Separately
Multichannel marketing is all about combining different communication platforms, but it doesn’t mean you must utilize every single channel simultaneously. How come?
Think about your target audience for a moment. For instance, Assignment Masters is targeting young students who need expert writing help. In this case, it would be unwise to look for customers on LinkedIn or Twitter, but it’s completely natural to target Facebook, Instagram, and Snapchat.
Your goal is to identify and focus on channels that really make an impact on your target group. That’s what multichannel marketing is all about—narrowing down the options and then concentrating on channels that really mean something to your clients.
2. Create a Multichannel Marketing Plan
Now that you know exactly where to go with your e-commerce promotion strategy, it is time to craft a plan with all the specifics. This includes features such as communication techniques and content formats. Besides that, the plan should consist of the following indicators:
- Carefully planned awareness, traffic, lead, and conversion goals.
- Measurable KPIs that you can monitor in real time.
- Content calendar for each channel and month individually.
- Regular audits and analyses to monitor the progress of your campaigns.
3. Modify Content for Each Channel
Another detail you must keep an eye on is a content modification. Namely, you can’t just publish the same type of content across all channels because it would look silly. According to content creators at Collegessaywriter.com, each platform of communication has its own peculiarities, so you need to adjust posts so as to fit the specific channel.
For instance, Instagram is a photo and video sharing network and you need to highlight visual components over there. On the other hand, LinkedIn revolves around serious and well-written articles. This is just a simple example, but it clearly shows the differences between marketing channels.
Retargeting is an incredible marketing technique that helps online businesses to drastically improve conversion rates. According to the report, website visitors who are retargeted with display ads are more likely to convert by 70%.
Jake Gardner, a marketing executive at Careers Booster, says that simplicity makes this tactic so great. Namely, retargeting is AI-driven and you can reach out to visitors who failed to convert automatically. At the same time, you can use the same retargeting tools to cover every marketing channel, from emails to social media accounts.
5. Take Advantage of Facebook Rating & Reviews
Facebook Rating & Reviews represent a critical word of mouth resource, but most e-commerce organizations don’t use it to the fullest extent. If you have a fair share of positive Facebook reviews (and we believe you do!), you can take advantage of it big time. All you have to do is display this feature on other channels – on the website, in your email newsletters, and in the content, you publish on other sites as a contributor.
6. Don’t Forget UGC
User-generated content (UGC) is a perfect way to mix customer engagement with social proof. You can always invite your customers to share their brand-related impressions across all networks, including your website and social media.
They can do it in all formats, creating textual comments, images, GIFs, videos, and audio files. This makes UGC campaigns even more interesting because you allow people to express creativity while promoting your brand. And the result is amazing: UGC posts shared to social channels see a 28% higher engagement rate than standard brand posts.
7. Influencer Marketing
Influencer marketing is getting increasingly important for e-commerce businesses because more and more consumers are using ad-blockers. On the other side, influencers give you the opportunity to reach potential customers without looking intrusive or pushy.
Mark Johnson, a headhunter at UK CareersBooster, explains that social influencers have a wide base of loyal followers: “This allows you to introduce your brand to the whole new target group. Another important aspect is that influencers communicate with their fans through various platforms so you can keep the campaign aligned with your multichannel marketing strategy.”
8. Analyze Everything
The last tip is to measure the results of your marketing efforts continuously. This goes for all channels of marketing communication, from your website and emails all the way to paid advertising and social media accounts. This is the only way to figure out whether your strategy works or not.
Launching an e-commerce company is a lucrative business opportunity, but only if you are able to design a multichannel marketing strategy. Customers use a wide range of devices and platforms of communication, which means that you have to ensure a uniformed user experience.
In this post, we showed you eight powerful multichannel marketing tips for e-commerce brands. These tactics will make your online business much more productive and profitable, so do your best to follow our suggestions—it will pay off very soon!
- Yan Anderson is the Social Relations and Content Manager at CS-Cart. He's passionate about creating content that explains complicated things in simple terms. Yan loves writing and making videos about the ecommerce industry and technology trends. He manages this blog as an editor.