Ecommerce technology is constantly changing, and Ecommerce marketing is no different.
What worked 3 months ago to profitably drive sales for an online store may not work again today or next week. And there is an excellent chance it will not work 3 years from now.
It can be difficult to know where you should be focusing your Ecommerce marketing efforts – and your marketing dollars – to drive online sales. There are now so many marketing options, all competing for your budget. For example, like an advertising network Galaksion, some are hot new technologies that will only grow over years to come and attract more big brand budgets, such as Snapchat ads. Others may sound and look good right now, but ultimately won’t be able to deliver an ROI for enough advertisers for the platforms to survive long term.
It is important to test these new technologies and advertising platforms in order to stay ahead of the curve in a high competition landscape, but you still need to keep most of your focus on the tried and true marketing channels that Ecommerce brands love.
Below we’ll look at the top 5 proven Ecommerce marketing channels for 2019. Channels you can rely on to work consistently, if you have the right strategy.
#1 – Facebook Ads
For many brands selling online, Facebook ads are still the darling of the online marketing world. If you can put the right product in front of the right audience on Facebook with an eye-catching ad, you have the potential for exponential scale and viral selling. Even though Facebook ad costs are continuing to rise, the platform still offers one of the highest ROI advertising ecosystems for brands who can crack the Facebook code.
Here are some useful tips to get the most out of Facebook in 2019:
– Re-target thoroughly. This means using multiple audiences, time frames and ad creatives to potential lost customers. Test everything you can.
– Integrate with your ESP. Email marketing tools like Mailchimp.com and Klaviyo.com, allow you to advertise to your different email lists and segments on Facebook. This is a powerful strategy all brands might want to test, as these audiences have the potential to outperform all others usually used on Facebook by online retailers.
– Use video extensively. Facebook video ads are still relatively cheap. Use this opportunity to tell your brand start to your target market at a very low price, or show off lots of bestsellers in one ad. Then bring people back with video retargeting for sales.
#2 – Ecommerce Email Marketing
One of the oldest digital marketing channels still running, email marketing is still producing excellent results for brands who use a smart strategy. If you take advantage of the automation tools most Ecommerce ESPs offer, and combine them with a consistent calendar of email promotions throughout the year, there is no reason email cannot account for 20-30% of your overall online sales volume.
A lot goes into running a good email strategy. The setup and monthly ongoing tasks can be time consuming and complex. Many brands choose to hire an outside agency to handle their email strategy, while focusing on paid advertising with their internal teams.
There are many trusted providers available for brands to choose from. Some agencies such as EmailFunnels.agency, and a few others, actually specialize in Ecommerce email, and focus only on providing that one service to brands.
#3 – YouTube Ads
YouTube advertising is the single biggest digital marketing platform in terms of dollars invested for many well known Ecommerce retailers, and for very good reason. YouTube provides a whole host of different ad formats you can use to convey lots of information to potential customers about your brand and products – and for a very low cost compared to some other platforms. It is usually cheaper than Facebook overall.
Although it used to be used primarily for re-marketing in Ecommerce, YouTube is now becoming a major front end prospecting channel for big spenders. Low prices, lots of ad formats, and detailed audience targeting options make YouTube an extremely attractive option for any experienced Ecommerce marketer.
#4 – Google Ads
As the digital marketing channel with the longest track record of success for Ecommerce brands, you certainly do not want to ignore Google ads. It may seem old and not that exciting any more, but retailers are seeing consistent returns here – just like they have done year after year. Don’t forget to pay equal attention to both Google Ads and Google Shopping if you’re an online retailer. Google shopping ads have a truly excellent track record of delivering consistent returns for brands who invest the required time and effort into them. A well thought out Google Ads and Shopping campaign should be at the cornerstone of most Ecommerce digital advertising plans.
Regardless of the type of ad that you choose, you should always monitor their performance to avoid and correct ad creative fatigue. Remember to keep your focus on these 5 proven channels in 2019, leaving a little time and budget left over to test new and exciting advertising options we all know and love.
