Master Multichannel Ecommerce Marketing: Streamline, Automate, and Optimize

This post was sponsored by Channable. The opinions expressed in this article are the sponsor’s own.

The nature of ecommerce marketing has grown increasingly complex. Gone are the days when you could rely solely on a single channel to drive sales for your business. Now, in order to seamlessly integrate into consumers’ daily digital experiences, you must embrace a strategic approach that spans multiple channels.

But multichannel marketing comes with a unique set of challenges:

• Optimization: Product data must be optimized and updated to meet the needs of various sellers.
• User Experience: Customer shopping experiences should be unified and consistent across each marketplace.
• Perfect Campaigns: Hyper-targeted, data-driven advertising campaigns are needed to drive traffic, clicks, and sales.

So, how can your ecommerce business be omnipresent across channels, especially if you’re managing an extensive product catalog? How can you scale your efforts when faced with rising demands and limited resources?

Easy: streamline your product data process and cut your manual, low-effort tasks by 50%.

Through automation, you can:

• Bring your products to market faster.
• Optimize your data with greater reliability and efficiency.

In this comprehensive guide, we’ll walk you through some of the strategies, tactics, and tools you need to master multichannel marketing for your ecommerce brand. Let’s explore four key ways you can improve product discoverability, run smarter ad campaigns, and amplify your online presence:

1. Feed Management.
2. Marketplace Integration.
3. PPC Optimization.

4. Insights & Analytics.

5. Optimize & Organize All Your Product Data

The key to making sure all of your products are visible is to make sure your feed is optimized. Your goal here is to make sure your products stand out enough to captivate the right audience and get them to convert. Successful ecommerce merchants focus on feed management and product categorization to optimize and organize their products for multiple sales channels – and you should, too.

What Is Feed Management?

Feed management is the process of filtering, enriching, and optimizing product data to sell products on multiple platforms in a seamless way.

What Is Product Categorization?

Product categorization, also known as product taxonomy, is organizing products into specific, hierarchical categories. This is similar to creating virtual aisles for your online customers to shop in. Having solid product categories makes it easier and faster for potential customers to find what they’re looking for. It can also skyrocket your search engine rankings by allowing Google to crawl your site and index pages faster. Easier navigation for consumers and Google bots means an increase of up to 35% more sales for you.

How To Optimize & Organize Your Product Data For More Sales

Time Required: Varies significantly for each marketplace

1. Learn: Start by learning the rules and requirements for each individual marketplace, which differ regarding how your product feed should appear.
2. Centralize: Create a central hub of information that can easily feed into all of your potential marketplace platforms, instead of creating multiple files.
3. Optimize: Ensure all required product data, such as GTINs, product availability, optimized product descriptions, etc., is included in your centralized product feed and intuitively categorizes products for each channel.
4. Connect: Select and connect all of your marketplace platforms to that centralized document.

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

The Easy Way: How To Automate Feed Management

If your business has thousands of products, your true first task is to speed up your inventory management process.

1. Use Smart Categorization to categorize millions of products instantly with ecommerce AI.
2. Automatically merge all of your product feeds and connect to multiple channels with one click.

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

• Bringing products to market faster and growing your sales sustainably.
• Boosting visibility across top-performing channels and reaching your target audience where they are.
• Optimizing your inventory to get the most out of each channel and better identify top performers.
• Taking your business to the next level by automating low-impact work and focusing on what matters most.

1. Choose The Key Digital Marketplaces That Will Grow Your Revenue

Maximize product discoverability by positioning your products where they can be easily found. Find out where your customers shop, such as Amazon or Etsy, and ensure you’re present there too.

How To Configure A Product Feed For Online Marketplaces

Time Required To Upload: Varies significantly for each marketplace

Each marketplace is different and has different product requirements for your product feed. Repeat these steps for each marketplace:

1. Create: Follow your chosen marketplace’s process to create a seller account.
2. Verify: Validate your business’ legal existence, tax information, shipping policies, and privacy policies.
3. Discover: Learn the required, optional, and custom product data figures, as well as preferred file types or data transfer methods.
4. Configure: Set up your data in accordance with the marketplace’s requirements, either through an XML file, a database, or other methods.
5. Map Product Categories: Ensure each product is mapped to the correct version of the marketplace’s categories.
6. Upload: Connect to or manually upload your completed document to your selected marketplace.
7. Validate: Process and rectify any instructions or errors to ensure proper display.
8. Check For Orders: Regularly check for orders and update your POS system or shopper database.
9. Repeat: Carry out these steps for each individual marketplace your audience uses.

The Easy Way: Upload Products To All Marketplaces In Minutes

Time Required To Upload: 20 Minutes

Use Channable to:

1. Automatically list your products on multiple marketplaces in minutes.
2. Quickly see errors and requirements for the feeds to ensure acceptance.
3. Centralize your product feed research time.
4. Adjust listings with fine-tuned controls and filter products you don’t want to advertise.

5. Fully synchronize all marketplace orders and manage everything from one place.

6. Engage Your Audience With Optimized, Impactful PPC Ads

After setting up your ecommerce business with diverse marketplace presence and properly categorized products, it’s crucial to boost visibility with ads, especially on platforms like Amazon.

The easy way: Use Channable’s PPC Optimization to:

• Generate campaigns quickly. Create a Search, Display, and Shopping campaign structure from one place and keep it updated based on your product feed.
• Create targeted ads. Combine static with dynamic data from your feed to make ads more relevant.
• Enhance engagement with diverse ad formats. Automate a customized campaign structure with various ad types.
• Automate keywords and URL strategy. Set up long-tail keywords from your feed and define URLs with ease.
• Optimize ads with rules. Maintain control over ad content and use “If-Then” rules for optimization, keeping updates in real-time.

1. Use Data Insights & Analytics To Inform Product Growth

Leverage data-driven intelligence and performance metrics aligned with your KPIs to identify trends, make informed decisions, and enhance brand image.

Real-time performance data benefits include:

• Automate product segmentation and optimize campaign goals based on ROAS or CPS.
• Monitor performance data by importing revenue and cost data to platforms like Channable.
• Gain actionable insights with products segmented into categories based on goals.
• Integrate with Google Analytics and Google Ads to enhance your digital marketing strategy with informed decisions.

Smarter data supports accurate campaigns and optimized product listings, helping customers find what they need seamlessly.

Automate your ecommerce marketing with Channable to enhance audience engagement, gain efficiency, and save time.

Transform Your Ecommerce Marketing Strategy With Channable

In an era of hyperconnectivity and fleeting consumer attention, thriving in this fast-paced digital landscape requires a presence across various platforms to reach customers ready to convert. Channable can assist through automated feed management, seamless marketplace integration, targeted PPC optimization, and insightful analytics to fully leverage multichannel ecommerce marketing. Start optimizing your strategy, driving product discoverability, and boosting conversions with Channable’s advanced platform!

Image Credits

Featured Image: Image by Shutterstock Used with permission.