Although online marketplaces handle transactions all day long, they still need to market themselves so business doesn't run dry.
From all-encompassing everything stores to specialized arts and crafts dealers; online marketplaces need just as much marketing as the brands they sell.
With digital dealings in mind, here are just a few ways marketplaces market themselves:
Email Subscribers
Many online marketplaces offer email subscriptions, which include the latest and greatest products that the marketplace's retailers have to offer. Email subscriptions are also a great way for marketplaces to remind subscribers about current discounts and upcoming sales events.
An email subscription is usually offered after an initial purchase from an online marketplace, but signing up for a subscription doesn't necessarily mean subscribers must sign up for an account on the marketplace.
In addition, it's always wise for marketplaces to include an unsubscribe link in all emails so they don't become an inbox nuisance in the case of onetime customers.
Free Shipping
An effective way for online marketplaces to market themselves is by offering free shipping.
Although free shipping does put the extra cost on the marketplace and, in some cases, the retailers, it does achieve more traffic and sales for the marketplace.
Free shipping works a few different ways.
Online marketplaces can opt for free shipping on all purchases, free shipping on selected items, or free shipping on orders that are a certain price or above.
In order to keep in good standing with top sellers as well as customers, many larger online marketplaces cover the costs associated with free shipping to please both parties involved.
Discounts for Members
Most online marketplaces offer memberships when signing up that come with different levels of recurring deals and discounts.
In terms of marketplaces and money transmitter licenses, accepting online payments for transmission purposes allows marketplaces to also offer unique benefits to frequent buyers.
These benefits usually come in the form of free shipping, discounted 2nd day and next day shipping, and special offers that are otherwise unavailable to regular marketplace customers. Many online marketplaces require an additional yearly fee that goes along with the membership, but it's minimal when compared to the benefits offered.
Social Advertising
Just like any other online retailer, marketplaces use social media to get the word out about their products.
Whether it's an artsy niche marketplace with a handful of retailers or a mega everything store, online marketplaces are reaching out to customers via social media.
In addition, online marketplaces also encourage their own retailers to market on social media sites.
When retailers market to friends, family, and other business acquaintances via social media, it gains attention for the rest of the marketplace, which benefits everyone involved.
Sales Campaigns
A new day means a new sales campaign for online marketplaces looking to attract customers.
Whether it's for seasonal purposes or inline with holiday campaigning like cyber Monday deals, online marketplaces are marketing themselves by offering online sales on a monthly, weekly, and daily basis.
When it comes to marketing online marketplaces, the techniques above only scratch the surface of the digitally inspired ways to catch a customer's attention.