Why E-Commerce Businesses Need to Rethink Their Channel Strategy


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As early as 2014, companies were discovering the benefits of connecting with consumers through various channels, such as more repeat purchases and referrals. Now, with e-commerce on the rise, consumers expect omnichannel experiences to be even better.

For small businesses in today’s competitive marketplace, meeting those expectations of perfect omnichannel services can bring great rewards, such as higher customer engagement, retention, and buying rates. To diversify traffic sources and sell across multiple channels, a good channel strategy has become essential for any e-commerce business.

Why a channel strategy is needed

A handful of powerful companies dominate the Internet today. While offering access to a mass audience, traders need to diversify so that they are not tied to any single platform. Between their constant battle for control of the Internet and the presentation of quarterly reports to shareholders, these platforms can make policy changes or algorithmic changes that benefit them in the face of disrupting a customer’s customer experience. Amazon has many reasons why they could freeze a seller’s accounts, withhold their money, or make an Amazon Basics with someone’s product and become a competitor. Last year, when Apple made changes to its privacy policy for collecting data through apps on its new iPhone, Facebook advertising and e-commerce stores that relied on that data fought back. to find new sources of traffic and sales.

Executing a strategy across multiple channels, on the other hand, makes companies more resilient. A good channel strategy looks for new traffic or sales channels for your e-commerce business and perfects them. Depending on e-commerce giants like Amazon, which keep their customers ’customer emails, this strategy makes it harder for marketers to generate repeat sales only through these markets. Through multiple channels, you reach more people, collect your own data, and maintain complete control over your customers and their experience. You can use this data to develop an email and communication strategy and drive customers to your website to make additional purchases.

Related: 3 Ways Entrepreneurs Can Adapt Their Ecommerce Strategy For Maximum Growth

Where small businesses need to innovate

Fighting for their own place on each of these major platforms is a massive influx of new entrepreneurs. Ecommerce marketers can easily copy all of your online strategies (headlines, banners, and videos) into reverse engineering and even improve them to steal customers.

To differentiate themselves from so many others who do the same, successful e-commerce companies are resorting to creative ways to market themselves. We see examples of big companies doing it all the time: Those who can dominate the Amazon shopping cart, or who are engaged in Google search results, can allow teams to do these things for them. The ad that seems to know what you want and that follows you all over the Internet is another popular approach that companies take in their strategies to stand out from the crowd.

Small businesses, on the other hand, tend to have their preferred method and adhere to it. In 2021, 36% of small businesses did not yet have a website. Among those who did, 82% of these websites did not have social media accounts. Many still did not have the strong digital presence and marketing strategy needed to attract and engage today’s e-commerce audience.

They even more rarely implement excellent strategies for multiple channels (such as Google, Facebook, eBay, Walmart, and Amazon) at the same time. In a survey, less than half of independent companies said they added new channels during the pandemic. Among those who did, 80% planned to maintain them, but maintaining them will require channel-oriented strategies that are maintained and evolving alongside companies and markets.

Related: This is how AI will change the hospitality industry

Where to start

If you want to explore additional options in traditional e-commerce markets, extended to platforms like Amazon, the best way to start is to improve your skills and knowledge of the most effective ways to operate each. The more you understand the advantages, disadvantages and good practices of each channel, the more advantage you will have over your competition. Enhancing these skills can often be enough to master a single channel.

While there is nothing wrong with a channel becoming a major source of traffic and sales, if it starts to generate more than 50% of your revenue, you should start making security plans. If you have product feeds for Google, try Facebook and Pinterest. If your Facebook ads have been successful, try Snapchat or TikTok. Use strategic channel selection to find out which platforms will be most beneficial to reach your audience as they face less competition, and include processes in your strategy to test new markets. Make sure you also have your own domain and website and implement methods to collect your customer data. Even if you already have a website, take another look at your traffic sources and make sure your brand survives if one of them disappears.

Trends are changing rapidly. A successful strategy today could fail tomorrow. Google’s best organic rankings may disappear. The latest marketing strategies may work for a while, but this success can be short-lived. The more new channels you can bring to your e-commerce business and the better you can perfect each one, the more chances you have of success in an increasingly competitive and rapidly changing field.

Related: 10 Marketing Strategies to Drive the Growth of Your Business



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