Tapping into New Avenues: Diversifying Your Ecommerce Marketing Mix

Sticking to one promotional strategy or platform can hinder growth on your ecommerce platform. Just as investors diversify their portfolios to mitigate risk and tap into various growth opportunities, ecommerce businesses need to diversify their marketing mix. Here’s how to tap into new avenues and give your ecommerce venture a competitive edge.

1. Explore New Social Platforms

While Facebook and Instagram remain dominant, platforms like TikTok, Pinterest, and Snapchat are emerging as potent avenues for marketing. Each platform caters to a unique demographic and style of content, allowing businesses to reach different segments of their target audience.

2. Collaborate for Content Creation

Partner with influencers, bloggers, or other brands to co-create content. Not only does this foster creativity, but it also allows you to tap into their audience, providing exposure to potential customers unfamiliar with your brand.

3. Dive into Video Marketing

Videos, especially short-form content, have a higher engagement rate compared to textual content. Platforms like YouTube, TikTok, and even Instagram Video can be instrumental in showcasing product demonstrations, behind-the-scenes looks, or customer testimonials.

4. Prioritize Voice Search Optimization

With the rising popularity of voice-activated devices like Amazon’s Alexa and Google Home, optimizing for voice search can position your brand at the forefront when consumers use these devices for shopping.

5. Host Virtual Events

Webinars, virtual product launches, or workshops can attract and engage potential customers. These events can be promoted across various channels, expanding reach and providing value to attendees.

6. Experiment with Augmented Reality (AR)

AR allows consumers to virtually try or visualize products before buying. For instance, furniture stores can let customers visualize how a sofa would look in their living room. This immersive experience can significantly enhance conversion rates.

7. Leverage User-Generated Content (UGC)

Encourage your customers to share their product experiences, reviews, or unboxing videos. UGC acts as a form of social proof and can be more persuasive than branded content.

8. Tap into Niche Marketplaces

Apart from giants like Amazon or eBay, there are niche marketplaces catering to specific products or demographics. Exploring these can provide access to a dedicated customer base aligned with your offerings.

9. Use Chatbots for Personalized Marketing

Implementing AI-driven chatbots on your website can guide visitors, answer queries, and even upsell products based on user behavior, enhancing the customer experience.

10. Go Global

If you’ve predominantly focused on domestic markets, consider expanding internationally. This requires research into local preferences and customs regulations but can open doors to a massive new customer base.

The essence of diversifying your ecommerce marketing mix lies in experimentation. Not every channel or strategy will resonate with your audience or align with your brand, but trying various avenues can uncover hidden opportunities. By keeping a finger on the pulse of emerging trends and continuously adapting, ecommerce businesses can ensure sustained growth and resilience against market fluctuations.

Reach out to our team today to see how we can help level up your marketing strategy.