Promotion of a narrow niche on Wildberries Why did we have to stop advertising

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Nasimkhan
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Joined: Sat Feb 11, 2023 6:10 am

Promotion of a narrow niche on Wildberries Why did we have to stop advertising

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The e-commerce market is gaining momentum. Who would have thought that in 2023 traditional online stores will give way to marketplaces? But according to MediaScope, 50% of search queries fall on them. Users search for products directly on marketplaces, bypassing search engines. As their popularity grows, so does the competition within. In 2022 alone, the number of sellers has already grown 6 times! Even entrepreneurs of narrow and specific categories accept market trends and place their products on marketplaces. With such a request, i-Media was approached by a team of marketers from a workwear and personal protective equipment store. In the case, i-Media specialists told how they launched an ad, and then they were forced to stop it. Promotion of a narrow niche on the marketplace The online store did not bring enough profit, so an additional source of sales had to be found.

The i-Media team proposed to develop sales on Wildberries. Moreover, the seller already had a store on this marketplace. Why Wild Singapore Phone Number List berries The marketplace has been a leader in online sales in Russia for several years. In addition, the site is visited by 20 million users per day. Given these factors, it was decided to strengthen the position of the store at Wildberries. Promotion on marketplaces always begins with the development of a strategy: Selection of assortment and preparation for shipment to Wildberries warehouses Update cards: adding infographics and additional photo content Optimization of texts in product cards Launch promotion Preparing for promotion on Wildberries First of all, the process of delivering goods was established, without which promotion is almost impossible. Impressions in the ad block on Wildberries directly depend on the delivery time of the goods to the buyer. In order for product items to have a better chance of participating in the promotion, as well as to take a higher place in the ranking, the store needs to sell them using the FBO model.

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Therefore, before the promotion, together with the store’s marketing team, the shipment of the selected assortment of the store for delivery to the Wildberries warehouse was agreed. After that, work began on optimizing the cards of sent goods. Card optimization on Wildberries At this stage, templates for infographics were compiled: they highlighted important points and showed how best to place information on the photo. Then we proceeded to optimization. With the help of analytics tools, we checked the cards of the client's products and studied the cards of competitors from the TOP of the issuance. The analysis helped to expand the semantic core and add missing queries. In addition, we finalized the characteristics, entered the necessary key phrases so that the goods fell into all relevant categories and collections.
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