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Lately, everyone’s been buzzing about omnichannel selling and what it means. Big brands are using this approach to find new places to sell online and to improve customer engagement. But don’t worry, the principles of omnichannel selling are not just for big business. Omnichannel selling is a higher form of multichannel selling. These two concepts are strongly related, but there are a few key differences.

Any small business owner can use these strategies to improve customer insights, optimize channels, and ultimately increase conversions. In this article I’ll explain what sets omnichannel and multichannel selling apart. I’ll also tell you how you can implement this approach for your growing business.

Be Everywhere at Once: Places to Sell Online with Multichannel and Omnichannel Selling

1. What is Multichannel Selling?

2. Nontraditional Places to Sell Online

3. How is Omnichannel Selling Different?

4. Places to Sell Online and Places to Encourage Conversions

5. Integration, Consistency, and Optimization

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1. What is Multichannel Selling?

In order to understand omnichannel selling, you need to understand multichannel selling, or as I like to call it, “Baby Omnichannel Selling.”

Multichannel selling is exactly what it sounds like- selling through multiple channels. For a traditional store, this might mean mailing out a catalog, selling from a physical location, and selling through an online store.

However, as Ecommerce business has expanded, an online store in just one of many different places to sell online. Social media, independent blogs, digital marketplaces, and discount sites are all examples of places to sell online. There’s no reason to limit yourself to just one, and in fact, selling through multiple channels can result in reaching more consumers than you could otherwise. This leads to more sales for you and your Ecommerce business.

A busy freeway shows the multiple channels of information you need to pay attention to when researching places to sell online, multichannel selling, and omnichannel selling

Multichannel selling might sound easy enough, but it can be a little confusing for a small business. After all, how can you identify which channels to invest in, and how can you make them profitable?

Since many of you are using Selz as your Ecommerce platform, I’ll explain how to use Selz features to implement multichannel selling, and how this ties into omnichannel selling.

2. Nontraditional Places to Sell Online

We all know that Ecommerce stores are the perfect platform for your products. You can design the perfect store for your growing business needs. However, it’s worth venturing beyond your comfort zone to reach new customers. Most Selz users are already familiar with how the platform integrates with different places to sell online. There are already two powerful Selz features that support multichannel selling, and we’re planning to add more in the future.

WordPress Sites and Blogs

WordPress is the world’s most popular content management system, and with good reason. The WordPress platform is incredibly flexible. Chances are that many merchants established a WordPress site or blog before they officially launched their Ecommerce business. That same customization is what makes it one of the best places to sell online. The good news is that you don’t have to choose between a WordPress site and a Selz store.

WordPress Ecommerce is a perfect way to add a complementary channel to your revenue stream. Integrating your store with WordPress is a quick and streamlined process for Selz merchants. You can import products, and even entire product categories, into your WordPress site, so this channel can be set up for Ecommerce business in record time.

A woman working on her tablet shows the focus it takes to be everywhere at once as you research places to sell online, multichannel selling and omnichannel selling for your ecommerce business

Social Media: Facebook

The average Facebook user spends over half an hour on Facebook daily, which is a significant amount of time, especially if you want to identify places to sell online profitably. In recent years, Facebook has evolved to be more Ecommerce-friendly. Big brands and microbusinesses alike can sell direct-to-consumer through this social network.

If you want to get started with multichannel selling, Facebook is a perfect place to start. For Selz merchants, it’s as simple as integrating your Selz store with your Facebook business page. All of your products will instantly integrate with the social platform, and in no time at all, you’ve moved into one of the best places to sell online. You can utilize the Facebook Pixel to create Facebook ads and use our Facebook Messenger integration to enhance customer service and interaction.

Social selling is radically different from traditional Ecommerce. Users tend to be in a state of browsing, instead of actively looking for new information or products. This makes social media the perfect digital environment to learn about new products, and also for retargeting your marketing efforts. Selling on social networks can give your Ecommerce sales a significant boost, and Facebook is one of the best places to sell online as you begin aiming for conversions on social.

A complex network of freeways from above shows the complexity of determining the best places to sell online using omnichannel and multichannel selling for your small business

3. How is Omnichannel Selling Different?

Multichannel selling is a fantastic Ecommerce strategy, but one key attribute distinguishes it from omnichannel selling: integration.

Multichannel selling means identifying and using various places to sell online: social media, independent sites, marketplaces, discount websites, etc. Each channel has its own sales funnel.

Omnichannel selling, on the other hand, is more interconnected. The different channels form a larger, more cohesive system. Each channel serves a specific role in a sales funnel, supporting the other channels and encouraging more conversions in the long run. The system forms one massive, well-informed sales funnel.

Omnichannel selling isn’t just about finding places to sell online. It’s about identifying platforms that can be a part of your sales funnel and building a cross-channel strategy to increase conversions.

A busy freeway ilustrates the idea of one media channel feedinginto another as you look into places to sell online with multichannel selling or omnichannel selling

Once you’ve identified multiple places to sell online, you can think strategically about how those channels might feed into one another. Maybe your social media presence can better support your offline events, or your newsletter can incorporate more products than content. It’s a complex ecosystem, which is why we often associate omnichannel selling with big brands.

Don’t think that you need a high profile mobile app or a call center for your channels to support one another and boost conversions. These big goals are achievable even for small businesses in the Ecommerce space.

4. Places to Sell Online and Places to Encourage Conversions

Large businesses have more resources to invest in omnichannel selling. A business might have a mobile app that sends users coupons for in-store-only sales and promotions. In this way, one channel (mobile app) supports another (brick and mortar).

Customer Incentives

When a customer has issues with a product, they can call a customer support number. If a customer is actually taking the time to get on the phone about a product, chances are that the customer isn’t very happy. So, a big business might give its customer service representatives coupon codes for their online corporate store that they can offer to customers who call in.

We already know that discounts and deals are a great way to increase customer satisfaction. However, in this instance, they’re also used to increase the likelihood of a sale. What if that coupon code was not only generous, but time sensitive as well? It would be hard to resist. It’s possible that one channel could not only solve a customer’s problem, but incentivize them to convert yet again through another channel.

A man focuses on his screen showing the work it takes to bring omnichannel selling to life in this article about places to sell online from Selz the ecommerce platform for growing businesses

Omnichannel Selling for Small Business

Now, I know what you’re thinking. That’s all well and good for big businesses, but not every entrepreneur has call centers, mobile apps, and multiple brick and mortar locations. The beauty of technology is that a small business or microbusiness can easily apply this integrated strategy to places to sell online as well as marketing.

Messaging and live chat are becoming increasingly popular modes of communication, thanks in no small part to one generation’s loathing of telephone calls. That means that you don’t need a call center to implement omnichannel selling.

Selz Facebook Store integration also syncs with Facebook Messenger, enabling Selz Chat. This feature allows customers to connect with brands via Messenger. It’s a great way to answer questions, form connections, and close sales. It’s also a great opportunity to provide a customer with an irresistible coupon code.

Whether they’re dissatisfied with a recent purchase or they’re on the fence about buying for the first time, you can use this tactic to encourage a sale. This same technique works great in email marketing as well.

You can also use targeted Facebook campaigns to gain new leads and drive traffic to your online store. The Facebook Pixel is an incredibly robust tracking tool that enables Facebook Business users to create scalable, successful ad campaigns, and it’s accessible through the Selz Facebook integration.

Now, let’s take WordPress. You can sell directly through WordPress, and indeed you should! However, depending on your following, it can be a great place to try out some cross-promotion as well. If you’re exploring places sell both offline and online, you might consider hosting a popup or getting involved with a local makers fair. Use WordPress to get the word out and bring people to your space. You don’t necessarily need a coupon code to entice them. For example, if you’re selling jewelry, you could let your readers know that you’ll have your sketchbook if they want to peek at upcoming designs.

A freeway lit at night shows the potential that multichannel and omnichannel selling bring when you are deciding what places to sell online

5. Integration, Consistency & Optimization

Now that we’ve looked at multichannel selling and omnichannel selling, we’re starting to understand how to sell through different channels, and how they can support one another. However, there’s a bigger takeaway for channel integration.

It’s easy to think of all the places to sell online as separate, unrelated entities. But once we acknowledge that they’re interconnected, we can seize upon the strengths of each channel to improve business and increase sales. Once you see your channels as an interconnected whole, the need for consistency becomes clear.

Selling products in an important part of your business, but it shouldn’t be your only goal. The longevity of your business relies on strong, consistent branding. Take the time to nail this across different sales channels. This is one way to ensure that you’re forming a strong, memorable impression wherever your customer interacts with your brand. Consistent branding will also allow your customer to shift one channel to another without any jarring stylistic differences, making your approach to omnichannel selling all the more effective.

Ask yourself:

  • Is my brand’s visual identity consistent across all the different places to sell online and social media accounts?
  • Do I use the same language and tone to describe my products across platforms?
  • Can I provide the same quality of product descriptions in every channel?
  • If not, can I use an omnichannel selling approach to link back to my site?
  • Do I use a consistent tone for engaging with customers across social media and email inquiries?
  • Do I take an editorial approach for cohesive simultaneous promotion of products?
  • Do I focus on the launch of new products or bestsellers on one platform, but ignore these products on another channel?
  • Are there channels that are out of date or need updated graphics and messaging?
A freeway from above shows that there are many places that your customers can go, and many places to sell online with omnichannel selling

Addressing these concerns will help optimize your online business. It might feel like these details are not going to drive an immediate influx of sales, but it’s important in the long run. Developing consistency across channels leaves a better impression on your customers, current and prospective partners, and people who are just discovering your brand. These details make a huge difference in the authority of your business. Places to sell online are also places to engage customers in new ways and reinforce your brand’s core values.

As the owner of an Ecommerce business, you need to always be on the lookout for lucrative places to sell online.  Implementing multichannel selling can create exponential conversion possibilities across the internet. But, remember to be strategic. Even channels we don’t usually consider high converting can lead to big sales.

Reflect on the potential of each channel. Identify what procedures can optimize that channel. Define how it integrates with your other channels. Stay on brand.  Build your online empire.

About the author

Tara Storozynsky

Tara Storozynsky

Tara works as a content marketer and affiliate manager for Selz. She lived in Los Angeles and New York before moving to the mountainous Pacific Northwest. When Tara isn't writing about ecommerce trends and growing your business, she spends time exploring the local food and art scene, and playing with her puppy.

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