How to Improve Visibility for Ecommerce Products Across Multiple Channels

October 17, 2024 Veselina Dzhingarova

Getting your products seen by potential customers is critical for sales and growth in the competitive ecommerce landscape. With consumers shopping across multiple online channels like marketplaces, social media, and search engines, having an effective cross-channel visibility strategy is essential. This article will provide tips and strategies to improve visibility and reach for your ecommerce products across key online channels.

Optimise Listings on Major Marketplaces

Major online marketplaces like Amazon and eBay are go-to destinations for millions of shoppers. Optimising your product listings and presence on these marketplaces is a must. Here are some cross-channel visibility tips.

Include high-quality product images and detailed titles, bullets, and descriptions. Ensure that the keywords shoppers may use to find your products are incorporated.
Enrol in advertising programs like Amazon Sponsored Products. These sponsored listings appear at the top of search results when shoppers search for relevant keywords.
On Amazon, the “sponsored” tag next to a listing means the seller is paying to boost visibility and rank for that search term, which helps explain what does sponsored mean on Amazon. Make sure you’re bidding on strategic keywords.
Monitor your listings for buy box percentage and impression share. Improve copy and increase bids as needed to gain more visibility.

Leverage Social Media for Discovery

Use popular social platforms like Instagram, Facebook, and TikTok to get your products seen. Engaging organic content and smart paid advertising on social can drive significant product discovery.

Create lifestyle imagery and short videos that showcase your products in use. Provide value through tips and education.
Run paid ads targeted to your ideal audience. Facebook and Instagram ads can generate leads and purchases.
Partner with relevant social influencers to have them feature and recommend your products. Include special promo codes to track sales.

Improve SEO and Rank on Google

Ranking high in Google search results for keywords related to your products can generate significant website traffic – Google ads software can help you lay the foundation for an effective Google Ads campaign. You’ll also need to make SEO for landing pages a priority.

Optimise product pages and site content for keywords you want to rank for. Incorporate keywords in titles, headers, URLs, alt text, etc.
Generate backlinks from industry websites through guest posts and other outreach. More quality backlinks signal authority and relevance to Google.
Create blog content targeting buyer keywords and answering common customer questions. Integrate keywords naturally.
Ensure site speed and mobile optimisation are up to par. Slow load times negatively impact rankings.

Analyse Performance and Double Down on What Works

Continuously analyse your visibility efforts and double down on tactics proving most effective.

Use analytics to identify which marketing channels, campaigns, and keywords are driving the most product views and conversions.
Allocate more budget and resources to top-converting channels and campaigns. Expand on what’s working.
Optimise underperforming areas based on insights from analytics. Test new keywords, creatives, segments, etc.

A comprehensive cross-channel visibility approach is needed for maximum ecommerce product visibility. Following these best practices will put your products in front of more of your target audience and generate increased sales. Be sure to constantly analyse results and adjust efforts accordingly. With the right strategy, your products will be seen and sold across today’s key online shopping destinations.