There is something really satisfying about seeing an eCommerce business get sales conversions from multiple marketing channels.  It brings home the idea of what multi-channel marketing is about.

In fact, a business that gets sales from SEO, paid advertising, retargeting ads, brand searches, and social media referrals together is the epitome of what a digital marketing plan should be.  The channels support each other in an interchange of traffic, branding, and referrals.

Here’s what it looks like with this successful Marketing 360® eCommerce client.

Case Study:  Multi-Channel Ecommerce Marketing

First, the conversion data on this business’ sales of FODMAP certified foods (last 180 days):

One thing to note is that while social targeting ads don’t have as many conversions, 50 conversions placed in the Brand channel are social media referrals, along with 52 tracked directly as social referrals.

When the brand channel is getting the most conversions, it’s a strong indicator that the other channels are doing well.  After all, people have to discover the business initially, and often do so through search.  Then they start to engage with social channels, link back from referral sites, and search for the business directly.

This is the sign of a balanced attack.

The Power of the Niche

We talk a lot about how powerful it is to have a niche in eCommerce.  It’s arguable that without a niche product line, the multi-channel success this company has wouldn’t be possible.

Chances are you don’t know what FODMAP foods are.  They are mainly of interest to people who have dietary issues like irritable bowel syndrome (IBS).

But for people searching for these products, this website is a godsend.  It’s an information resource and a trusted place for them to purchase the food products they require.

It’s possible to rank organically for “FODMAP foods”.  They also rank on page one for a variety of related terms, such as “FODMAP salad dressing” or “taco seasoning without onion or garlic”.  Specific terms, but of high conversion value.

Paid ads for these keywords have reasonable bids and medium competition.  There are only a small handful of social media channels dealing with FODMAP foods.  This business is rapidly becoming a major brand for this food niche.

In fact, with the help of their growing social media presence, the Dr. Oz show contacted their publicist with an offer for them to be a potential featured product in 2018.

You make those kinds of connections when your marketing is hitting on all cylinders for each marketing channel.

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.