“What’s the most effective marketing channel you’ve found for your ecommerce business, and why? Share one specific campaign or tactic that yielded great results.” Here is what 7 thought leaders have to say.
The most effective marketing channels for our e-commerce clients have been SEO and email marketing, working together to drive consistent growth. SEO captures high-intent, organic traffic by positioning our products at the top of search results, while e-mail marketing nurtures these prospects and converts them into loyal customers.
A tactic that yielded great results was integrating SEO insights into our email campaigns. For example, after noticing increased search volume around “sustainable skincare solutions,” we crafted an email series highlighting eco-friendly product features, benefits, and customer testimonials, boosting our click-through rate by over 20%. This approach allows us to align with customer intent, enhancing conversions and building lasting customer relationships.
Doug Darroch, Managing Director, Renaissance Digital Marketing
Our most-effective channel is organic search, fueled by a focus on semantic SEO. By honing in on user intent beyond standard keyword tools, we’ve uncovered valuable insights from real customer feedback. One standout tactic is our use of keyword clustering combined with customer-query analysis. We optimize our content using tools like Surfer SEO while prioritizing authentic engagement. This approach paid off with a significant increase in organic traffic year-over-year and multiple number 1 rankings.
A campaign example? We revamped our product pages and introduced showcase pages using structured data and optimized for emerging AI features like Google’s Gemini, boosting visibility and CTR.
Teresha Aird, CMO, Custom Neon
The most effective marketing strategy for my e-commerce business has been the use of visible, legitimate customer reviews. I learned early on that people trust individuals, not brands. So, I started focusing on obtaining feedback from genuine consumers and prominently displaying those evaluations on the product sites. It was not about dazzling advertisements or discounts; it was about establishing trust.
Once, a customer wrote a comprehensive review on how a product solved a specific problem for them. Without urging, others experiencing the same problem proceeded to purchase the item, citing the review. That instance demonstrated how effective customer feedback can be as a marketing tool.
However, it is more than just collecting reviews. I tried to respond to all, praise or criticism.
This two-way conversation increased potential consumers’ confidence in their purchasing selections, elevating what could have been another e-commerce encounter to something more personal and trustworthy.
Kal Dimitrov, Content & Marketing Expert, Enhancv
TikTok is rapidly becoming the go-to marketing channel for many businesses, particularly those targeting a diverse demographic. Its ability to create highly engaging, authentic content that resonates with different age groups and interests makes it an incredibly effective platform for e-commerce brands. The short-form, highly-shareable nature of videos means that content can go viral quickly, driving massive traffic and boosting brand awareness in a way that feels organic. With its advanced algorithm, TikTok can precisely match content to the right audience, making ad spend more efficient than ever.
One campaign that yielded great results for a client was a TikTok challenge that encouraged users to showcase how they use a product in their daily lives. The campaign went viral, generating not only a significant increase in sales but also a strong sense of community around our brand. The real-time feedback and interaction with our audience allowed us to refine our messaging and offerings on the fly, making it one of the most effective and responsive campaigns we’ve run. The only concern I have is whether TikTok will be banned in more countries, as its potential for driving organic reach and engagement is unparalleled at the moment.
Gerry White, SEO Director, Mirador Local
For my florist business, Instagram has been our most effective marketing channel by far. The visual nature of Instagram is ideal for showcasing our floral arrangements, creating an emotional connection with potential customers through stunning images. People often buy flowers for memorable events or as thoughtful gifts, so Instagram allows us to share the artistry and meaning behind our bouquets. A key campaign that worked well for us involved sharing “behind-the-scenes” stories, showing how we arrange flowers and care for each bouquet. It helped build trust with our audience, letting them see our commitment to quality and design.
One particularly successful tactic was a hashtag campaign we launched during Valentine’s Day. We encouraged customers to share their flower arrangements with a unique hashtag, offering a small discount on their next purchase as an incentive. This not only increased our reach but also showcased real customer experiences with our products, building authenticity and community around our brand. The result was a surge in engagement and a noticeable increase in orders around the holiday.
We’ve also experimented with Instagram ads targeting specific occasions like Mother’s Day and anniversaries, focusing on high-quality visuals and customer testimonials. This combination of organic content and targeted ads has allowed us to reach both loyal customers and new audiences, making Instagram an invaluable channel for growing our business.
Sophie Marasco, Founder, Thanks A Bunch Florist
Instagram has proven to be our most effective marketing channel. As a bridal boutique specializing in exclusive designs and made-to-measure gowns, Instagram provides the perfect platform to showcase the elegance and craftsmanship of our dresses visually. The platform’s ability to connect with brides, bridal parties, and fashion enthusiasts allows us to highlight our bespoke creations in a way that resonates with our audience’s dreams and aspirations.
Our Instagram Stories + Shopping-Integration Campaign was one standout campaign that delivered remarkable results. We took followers behind the scenes with exclusive sneak peeks into our gown fittings, shared styling advice, and featured real brides in our dresses. Using Instagram Shopping, we enabled users to seamlessly purchase directly from the Stories or swipe up to schedule consultations. This personalized, engaging content made our dresses feel even more accessible and encouraged immediate action.
Results: This strategy boosted Instagram sales by 25% and increased engagement by 40%. The captivating visual content, direct shopping options, and seamless customer experience helped convert followers into loyal clients.
Vanessa Hoe, Owner, When Freddie Met Lilly
Being a B2B e-commerce company, you wouldn’t expect Meta ads to be our most profitable channel. We see an average of 2000%+ (20) ROAS on our campaigns using solely carousel ads that only show discounted/on-sale products.
While potential customers may not necessarily be looking for our products at that exact moment, we have found that Advantage+ campaigns have been very effective at targeting the right people when they are in the consideration stage.
Another factor that heavily contributes to our success is that we ensure the data we give Meta through the Pixel and Conversion API is optimized and that our event match quality is as high as possible.
Finally, and perhaps most importantly, we know that our customers and potential customers are active on Facebook. There are buy-and-sell groups created specifically for selling used catering equipment. So, not only does Meta know who to show our ads to, based on the activity and searches of profiles in the groups, it has a clearer idea of the buying cycle and customer journey as well.
If your niche has active buy-and-sell groups on Facebook, there is a very good chance that Meta ads will be a profitable channel for you.
Luke Seddon, Marketing Manager, H2 Catering Equipment
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