Advertising and promotion of online stores
Posted: Sat Dec 28, 2024 6:44 am
There are different ways to promote an online store: using targeting or context, collaborations with bloggers, running social networks, outdoor and TV advertising, and more. At the same time, the online store segment has the highest competition for the audience - marketers constantly need to come up with something new and follow trends. We are here to help: in this article, we will analyze paid and free ways to promote an online store in 2023 and share recommendations for launching and analyzing campaigns.
Content
How to choose a promotion method
Online store promotion channels
Contextual advertising
Display advertising
Targeted advertising
Search Engine Optimization (SEO)
Chatbots
Promotion in aggregators and marketplaces
Content Marketing
Email Marketing
Yandex Business and Maps
Building a sales funnel
Advertising effectiveness analysis
How to choose a way to promote your business
There are many effective promotion methods - first you need to understand which one will suit you. We recommend mixing different tools to find the best combination.
Let's try to classify promotion channels according to several criteria: cost, compatibility with the niche, efficiency, speed.
Cost . Promotion channels can be paid or free. The former include targeted and contextual advertising, the latter, for example, UGC content (user reviews).
The effectiveness of paid channels is measured by the cost of the attracted lead or the completed target action (application, registration) and the return on investment (launched an advertisement for five thousand rubles, attracted a client, which allowed you to earn 10 thousand at the moment and continue to earn further).
Compatibility with the niche . Here we mean that advertising should be shown where the target audience will see it. And the content format itself should be appropriate. For example, for cosmetics and grow your business with our database clothing, communication via social networks is more suitable: selling photos, videos, images, makeup tutorials. And for a car store - reviews, search contextual advertising or promotional articles.
Efficiency . Before using any promotion method, you need to understand what benefit it will bring. To do this, you need to define the goals and objectives of the tool and by what criteria you will evaluate the result. For example, it is impossible to measure advertising for recognition (outdoor or mentions in the media) “in clients” with 100% accuracy - there are special metrics for such advertising (for example, for “outdoor” - Gross Rating Point, that is, the ratio of the total number of people to the flow of those who pass by the billboard).
Speed . Different tools bring results at different speeds. Some are suitable for achieving quick results, such as targeting. Others work to expand the sales funnel and awareness, such as media advertising. Connect tools depending on the urgency of the tasks.
Content
How to choose a promotion method
Online store promotion channels
Contextual advertising
Display advertising
Targeted advertising
Search Engine Optimization (SEO)
Chatbots
Promotion in aggregators and marketplaces
Content Marketing
Email Marketing
Yandex Business and Maps
Building a sales funnel
Advertising effectiveness analysis
How to choose a way to promote your business
There are many effective promotion methods - first you need to understand which one will suit you. We recommend mixing different tools to find the best combination.
Let's try to classify promotion channels according to several criteria: cost, compatibility with the niche, efficiency, speed.
Cost . Promotion channels can be paid or free. The former include targeted and contextual advertising, the latter, for example, UGC content (user reviews).
The effectiveness of paid channels is measured by the cost of the attracted lead or the completed target action (application, registration) and the return on investment (launched an advertisement for five thousand rubles, attracted a client, which allowed you to earn 10 thousand at the moment and continue to earn further).
Compatibility with the niche . Here we mean that advertising should be shown where the target audience will see it. And the content format itself should be appropriate. For example, for cosmetics and grow your business with our database clothing, communication via social networks is more suitable: selling photos, videos, images, makeup tutorials. And for a car store - reviews, search contextual advertising or promotional articles.
Efficiency . Before using any promotion method, you need to understand what benefit it will bring. To do this, you need to define the goals and objectives of the tool and by what criteria you will evaluate the result. For example, it is impossible to measure advertising for recognition (outdoor or mentions in the media) “in clients” with 100% accuracy - there are special metrics for such advertising (for example, for “outdoor” - Gross Rating Point, that is, the ratio of the total number of people to the flow of those who pass by the billboard).
Speed . Different tools bring results at different speeds. Some are suitable for achieving quick results, such as targeting. Others work to expand the sales funnel and awareness, such as media advertising. Connect tools depending on the urgency of the tasks.