How To Drive More Sales: The Ultimate Multichannel Ecommerce Marketing Guide

By | September 24, 2023

Learn how to make your ecommerce business visible across channels, especially when you manage an extensive catalog of products.

How To Drive More Sales: The Ultimate Multichannel Ecommerce Marketing Guide

This post was sponsored by Channelable. The sponsor is responsible for the views presented in this article.

The nature of e-commerce marketing is becoming increasingly complex.

Gone are the days when you could rely on just one channel to increase your business sales.

Now, to seamlessly integrate into consumers’ daily digital experiences, you need to adopt a strategic approach that spans multiple channels.

However, multichannel marketing presents a distinct set of difficulties:

Optimization: Product data needs to be optimized and updated to meet the requirements of different vendors like Google, Amazon, etc.

Customer Experience: Customer shopping experiences should be uniform and consistent across markets.

Optimal Campaigns: Highly targeted, data-driven advertising campaigns are needed to increase traffic, clicks and sales.

So, how can your e-commerce business be present across all channels, especially if you manage a broad catalog of products?

How do you scale your efforts when faced with increasing demands and limited resources?

Simple: Simplify the process of processing your product data and.

Through automation, you can:

  • Get your product to market faster.
  • Improve the dependability and effectiveness of your data.

In this comprehensive guide, we’ll walk you through some of the strategies, tactics, and tools you need to master multichannel marketing for your online brand.

Let’s explore four key ways you can improve product discovery, run better ad campaigns, and boost your online presence:

  1. Feed management.
  2. Market integration.
  3. Improve purchasing power.
  4. Insights and analysis.

1. Improve and organize all your product data.

Make sure your feed is optimized if you want to guarantee that all of your products are visible.

Your goal here is to make sure your products are prominent enough to attract and convert the right audience.

Successful e-commerce merchants focus on optimizing their products and configuring them for multiple sales channels – and you should, too.

What is feed management?

Filtering, enhancing, and optimizing product data is the process of feed management, which enables flawless product sales across numerous platforms.

What is the product classification?

Product categorization, also known as product categorization, is the arrangement of products into defined hierarchical categories.

Basically, it’s like creating a virtual arcade for your online customers to shop.

Having strong product categories makes it easier and faster for potential customers to find what they are looking for.

It can also boost your search engine rankings by allowing Google to crawl your site and index pages faster.

Easier navigation for users and Google bots means more sales for you.

How to optimize and organize your product data for more sales.

Time required: Varies significantly for each market.

  1. Learning: Start by learning the rules and requirements of each market. Each market has different rules and requirements for how your product feed should appear.
  2. Centralization: Next, instead of creating dozens of different XML, CSV, or text files, create a central hub of information that can easily feed into all of your potential market platforms.
  3. Optimization: Focus on making sure every piece of required product data, such as GTINs, product availability, enhanced product descriptions, etc., is included in your main product feed. Next, make sure to place products in the most accessible product category for each channel.
  4. Connectivity: Finally, begin the process of selecting and linking all your marketplace platforms to this central document.

If you don’t have the bandwidth to manually import all your data sources into a single product feed, automation can help.

How To Automate Feed Management The Simple Way

If your business has thousands of products, your first real task is to streamline your inventory management process.

  1. Use e-commerce AI to classify millions of products instantly.
  2. and join several channels with a single click.

By consolidating multiple data sources into one powerful feed, you can start by:

  • Bring products to market faster and increase your sales sustainably.
  • Increase visibility in high-performing channels and reach your target audience wherever they are.
  • Optimize your inventory and better identify your top performers to get the most out of each channel.
  • You can take your business to the next level by automating low-impact work and focusing on what matters most.

2. Choose key digital markets that will increase your income.

The best way to maximize product discovery for your company is to put your products where they can be easily found.

Where do your customers shop? Amazon? Etsy?

You have to be there too.

How to set up a product feed for online marketplaces

Time required to load: Varies significantly per market.

Every market is different and has different product needs for your product bottom line.

Repeat these steps for each market where you want to sell your products:

  1. Create: a seller account by following the instructions on the marketplace of your choice. Some marketplaces, like Amazon, require you to create an initial personal account before allowing you to create a business or seller account.
  2. Validation: Follow the process of verifying your company’s legal existence, tax information, shipping policies, and privacy policies.
  3. Explore: Learn about required, optional, and custom product data statistics, as well as recommended file types or data transfer methods (XML feed file, API call, or automated third-party provider).
  4. Configuration: Configure your XML file or database, depending on the market you are connecting to, and according to their requirements. Google Merchant Center lets you connect your products to the marketplace via an API or product feed, so choose your preferred method and plan accordingly.
  5. Product category map: Each marketplace has different product categories, so make sure each product is mapped to the correct version of your chosen marketplace category. For example, you might store candle holders under “Home Décor > Shelf Décor,” however, Google and your users may want to store them under “Home & Garden > Décor > Home Fragrance Accessories > Candle Holders.”
  6. Upload: Attach your completed document to the marketplace of your choice or upload it manually.
  7. Validation: Each market will need to address and provide insightful or repair instructions to ensure your products appear correctly.
  8. Order Verification: Manually verify orders placed in each market and enter them into the point-of-sale (POS) system or shopper database.
  9. Repeat: Repeat these steps for each individual e-commerce marketplace where your audience shops.

The easy way: Upload products to all marketplaces in minutes.

Time required to download: 20 minutes

Uses:

  1. List your products automatically and in minutes rather than hours on various marketplaces.
  2. Make sure the market will accept your feed easily by quickly considering the drawbacks and requirements of the feed.
  3. Minimize the time you spend searching for your product feed by keeping everything in one place.
  4. Use the granular controls to fine-tune your listings and even filter out specific products you don’t want to advertise.
  5. Completely sync all market orders and manage everything from one place.

3. Engage your audience with optimized and effective PPC advertising

At this point, your expanded e-commerce business is ready to go.

Your market presence is diversified and all your products are properly categorized.

However, on some marketplaces, like Amazon, your products may never show up without ads.

So, it’s time to run some ads to help boost brand awareness and generate more product clicks.

The goal here is to be able to set up, launch, and customize your campaigns, all from your product feed — and you want to do that as quickly and efficiently as possible.

If you’ve used the easy way, you’ll be able to use to:

  • Create your campaigns in no time. Create your search, display, and shop campaign structure from just one place, and keep it updated automatically based on your product feed.
  • Create targeted ads for all your products. Creating relevant ads can often be difficult, especially when your product offering is large and you want all of your elements to stand out. Combine static data with dynamic data from your product feed to make your ads more relevant than ever.
  • Increase engagement with different ad formats. Automatically create highly customizable campaign structure, including RSA, DSAs, Shopping, and PMax campaigns.
  • Automate your keyword and URL strategy. You can easily sort long-tail keywords from your feed, insert dynamic keywords into your ads, and define final URLs at the keyword level with just a few clicks.
  • Optimize ads with strong rules. Always make sure your copy is included or excluded from ads. Automatically optimize your ads with Channable “if-then” rules. Simply link your data feed to campaign creation so you can have full control over your ads and enjoy real-time updates to sale prices, inventory information, shipping costs, and more.

4. Use data insights and analytics to guide product growth.

By properly applying data-driven intelligence and performance metrics to your KPIs, you can discover key trends, make more informed decisions, and improve your brand’s overall image.

Here’s how real-time performance data can help you grow your results:

  • Automate product distribution based on performance, and optimize campaign goals based on return on ad spend (ROAS) or cost per click (CPS). Some tools also provide a complete overview of your top products and underperforming products, so you can guide with data and take your business to the next level.
  • Monitor your performance data at different levels. For example, you can import revenue and cost data from your favorite channels for a specific date range directly into the platform. This way, you can always calculate new data like return on ad spend (ROAS) at the product level and make the right decisions.
  • Get actionable insights with PerformanceMax. Utilize performance information to divide your items into PMax with distinct objectives. Read your goals to understand which products you need to increase the number of views or clicks.
  • You can integrate with Google Analytics and Google Ads to import data directly into your Channable dashboard for performance-based optimization. Make data-driven decisions on your digital marketing strategy, promote your best sellers, or create greater visibility for underperforming items.

With better data, you can run more accurate campaigns and optimize your product listings so customers can easily find what they need from you.

With Channable you can increase audience engagement, gain efficiency and save time.

Transform your ecommerce marketing strategy with Chanable.

We live in a hyper-connected age, where consumer attention is fleeting and technology is constantly evolving.

The only way to succeed in this fast-paced digital landscape is to establish a presence across multiple platforms, and reach your customers where they are, when they are ready to convert.

Chanable can help with that.

With automated feed management, seamless marketplace integration, targeted PPC optimization, and enhanced insights/analytics, you can leverage the full potential of omnichannel ecommerce marketing.

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