Are you using the right ecommerce marketing channels for your product?
Marketing Minute

Are you using the right ecommerce marketing channels for your product?

How do you know if you're using the right marketing channels to sell your products?

The effectiveness of marketing channels differs by the type of product: Are your products for utility or enjoyment? 🤔

How to sell utility products online

Utilitarian products like tools, cleaning supplies, bookkeeping software, etc. perform best in search ads (targeting intent) and third-party review or comparison sites. A social media presence can still be valuable (especially for trendy consumer products), but search ads and review or comparison sites are where you should focus your efforts.

Functional utility product purchases are usually driven by a rational decision-making process. People use search engines and comparison or review sites to compare features and look for the best value. There are times when this intersects with social, for example, when people specifically search for reviews on Reddit or similar sites.

How to sell enjoyment products online

Enjoyable products like luxury products, candy, leisure travel, etc. perform best on social media combined with an appealing product page compared to other channels.

Social media works best for enjoyable product because they are often impulse buys, and they use social media to be entertained and have fun. Focus on simple, appealing design for the best results.

The goal is to 'hook' customers on social, then bring them to your product pages to drive conversions. Instagram giveaways work especially well when used to move prospective customers from Instagram to your email list (there's a Shopify app for this).

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study here.

Quote of the week

Marketing channels are like socks. You think you need a bunch, but you really just need a few good ones without holes.
About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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