Effective promotional strategies to increase visibility over popular marketplaces

Experts at Orderhive(a multi-channel retail management solution) does not only provide customized software to ease back-end processes, but also, understands seller’s concern and offers insights that could help them grow.

In one of our recent conversation with sellers who had gathered at a local event in India, the most discussed challenge by sellers, is the struggle they face to attract traffic and keep orders flowing in when selling over popular marketplaces.

Analyzing the process of leading marketplaces, I have come up with this blog to offer insights that could help small marketplace sellers gain a kick-start and grow successfully.

Firstly an overview of the leading online marketplaces

Amazon.com

This platform records with 294 million active users across the globe. Allowing sellers with wide product category range and in-house fulfillment services(known as FBA), Amazon offers separate websites for United States, India, United Kingdom and more.

Flipkart.com

A leading online marketplace, Flipkart is gaining increased popularity and is ranked 7th among the top sites in India. This marketplace also provides its sellers a fulfillment advantage(known as Flipkart Advantage).

“Flipkart F1-Stop seller support program” are attracting more and more small sellers, and Orderhive who recently partnered with this innovative marketplace model- will act as a help-line for small sellers to gain insights and perform better.

Ebay

Ebay allows its sellers to offer their services across 190 countries. This platform is increasing its importance among sellers as it helps them access a customer base who are ready to pay good for their products.

EBay believes in helping sellers improve visibility, hence, they have a listing limit for each of their subscription plan.

The above online marketplaces are growing rapidly, and, more and more sellers are trying their luck to be a part of their large profit-base. Yet, many are forced to shut their online stores due to poor returns on investments.

Instead of blindly spending hundreds and thousands of dollars for promoting your products, why not use features offered by the marketplace that are specially designed to help small sellers grow.

How do these marketplaces help small sellers increase visibility and sales for their online stores?

promotional-strategies (1)For Amazon sellers:

Amazon’s Sponsored product

Use Amazon’s “Sponsored Product” feature that allows sellers more control over products by increasing visibility in search results.

How does it work?
Sponsored products uses targeted ads that helps sellers increase their product visibility when any online shoppers searches for the keyword that you bid on. The best part, you only pay when an Amazon shopper will click on your ad and land on your product detail page.

Most of the popular product categories are eligible for the “Sponsored Product” feature. And  targeted ads appear under search results, in the right column on search results pages, and in an ad placement on detail pages, allowing sellers gain maximum exposure for their products.

For Flipkart sellers:

Recently, according to an article published by one of the leading news house in India, Flipkart has plans to waive out commission they charge sellers and push sellers to advertise over their platform.

“Product Listing Ad” feature

Similar to Amazon, Flipkart has recently come up with “Product Listing Ad” feature that every seller should adopt to increase product visibility and sales, both.

Product Listing Ads will make it automatically improve clicks for your products on Flipkart.com.

How does it work?

  • Select product and create an ad campaign.
  • Your selected products will be highlighted as “Featured Products” across multiple pages on Flipkart.
  • Buyer browsing across the sites will be promoted with your ads.

For eBay sellers:

Product Identification Code

eBay considers the products MPN, and GTINs- to help online shoppers quickly find for products they are looking for.

Including product identifiers such as Universal Product Codes (UPCs) or International Standard Book Numbers (ISBNs) for products will help eBay sellers keep their products up in search engines and automatically increase their chances of more and more sales.

Listing Analytics

Another effective method to improve visibility for your products on eBay, is adopting its  “Listing Analytics” feature.

How does it work?

  1. Review and analyze key metrics of your product listings
  2. Know each of your products performance each time.

When selling on marketplaces, small sellers should focus more in using their in-built features which are specially designed to help them grow.  Such platforms are constantly seen to come up with innovative business models, all in an effort to help their sellers grow and increase overall growth for the marketplace.

For sellers who selling on other marketplaces, following are useful tricks that you can adopt to increase visibility

Offer personalized content

Content has always been the key for getting out products and services to customers, however, offering content in a selling tone does not help sellers divert traffic to their marketplace store.

Offering valuable content with a personalized tone are already helping eBay sellers boost sales. Similar to eBay, all other marketplaces encourages its sellers to come up with content that offers value to potential, as well as, existing customers.

Leverage social media

As mentioned above, excellent content goes in line with the distribution of content through your social media channels.

Facebook

This platform offers a feature called “Advertising on Facebook.” It allows sellers offer content, promote products, and divert traffic to their online marketplace stores.

Twitter

Twitter has evolved from a real-time information feed to a promotional platform. Sellers are taking advantage of it’s advertising tool to generate new traffic by promoting products and content to followers in their advertising arsenal.

Another remarkable feature, Twitter Ads are helping many sellers to increase click-through-rates, as well as, captures potential customers details which are later used in their re-targeting strategies.

Happy selling 🙂

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