The ultimate guide to marketplace marketing: Strategies, tactics & tools

There’s no single channel that grows a marketplace. You need a plan for both sides, although one side may be seeded first, through search, content, paid ads and referrals, plus a few channels most marketing guides skip. Code23 has built marketplaces across cannabis, wine, football sponsorship, party supplies and beauty treatments, and marketing one looks different to marketing a normal shop because you’re recruiting two audiences, not selling to one.

The channels below cover the full toolkit: organic activity such as SEO and content, paid media such as PPC, and channels that can be earned, owned or paid depending on execution, including PR, social and video, plus the ones marketplaces lean on harder than most businesses do, community, referral, sponsorships and co-marketing, because referral growth can reduce reliance on some paid channels. Read it as a menu, not a checklist. Many teams find a smaller, measurable channel mix easier to manage than all fifteen at once.

• Search Engine Optimisation (SEO)
• Content Marketing
• PayPerClick Advertising (PPC)
• Public Relations (PR)
• Social Media Marketing
• Podcasts and Podcast Advertising
• Video Marketing
• Influencer Marketing
• Email and SMS Marketing
• Affiliate Marketing
• Events
• Sponsorships and Co-marketing
• Community and Referral Marketing
• Direct Mail Marketing
• Offline Advertising

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) plays a crucial role in the digital marketing strategy for marketplace websites, by enhancing the platform’s visibility on search engines such as Google. To effectively implement SEO for marketplaces, consider the following key components:

1. Technical SEO: Concentrating on organising your website architecture in an intuitive and user-friendly way, facilitating easy navigation, reducing load times, and optimising for mobile devices.
2. Schema Markup: Applying structured data to help search engines better understand your products, services and content.
3. UX (User Experience): Creating a marketplace website that is visually appealing, responsive, and easy for users to navigate, which supports a positive experience and can encourage repeat visits.
4. Mobile-First Indexing: Make the mobile version complete and accessible because Google uses its content for indexing and ranking; mobile-first indexing is about which content Google indexes, not a separate usability boost.
5. On-Page SEO: Enhancing individual pages to improve user journeys and make them SEO friendly by refining elements such as titles, headings, URLs, and meta titles and descriptions based on keyword research.
6. Keyword Research: Identifying and targeting the most relevant keywords for your marketplace, which helps attract the right audience and can improve your search visibility.
7. Content Creation: Create useful original content intended to earn relevant visits and repeat use; measure discovery, engagement and sharing.
8. Conversion Rate Optimisation (CRO): Continuously testing and improving your marketplace’s user experience and content to increase conversion rates and generate more revenue.
9. Link Building: Earn relevant links from useful coverage and resources so people and search engines can discover the page; avoid link schemes.

Content Marketing

Content marketing is a powerful tool for marketplace platforms, as content can demonstrate expertise and support trust among customers. To make the most of content marketing for your marketplace, consider the following strategies and tactics:

1. Long-Form Content: Developing in-depth, long-form content (such as comprehensive guides, whitepapers, or eBooks) that address the needs and pain points of your target audience. This type of content not only showcases your expertise but also serves as a valuable resource for customers, encouraging them to revisit your marketplace and share the content with others.
2. Blogging: Maintaining an active blog (or resource hub) on your marketplace website, by offering regular updates and insights related to your niche. Focus on creating engaging, informative, and unique blog posts that address your audience’s interests, questions, or concerns. A useful publishing schedule can support repeat visits and discovery.
3. Guest Posting: Contributing high-quality, informative articles to reputable websites within your niche. This not only demonstrates your expertise and thought leadership but may also drive relevant traffic to your marketplace. To get started with guest blogging, research popular blogs in your industry, pitch relevant topics, and always adhere to each site’s editorial guidelines.
4. Infographics: Design visually appealing infographics that convey complex information or data in an easy-to-understand manner. Publish them where your audience already reads or shares relevant material, and track referral traffic rather than submitting them to generic directories.
5. Online Directories: Boost visibility and credibility by listing your marketplace in pertinent online directories. Carefully select directories that cater to your industry or target audience to ensure optimal exposure. Ensure that your listings are up-to-date, consistent, and contain accurate information, such as your marketplace’s name, website URL, and contact details.

"After wanting to up my game with my marketplace website I found Code23. They made switching web agencies really easy and have consistently provided great support, thoughtful suggestions and advice to improve the website thats has helped me focus on growing the business. The team are super responsive which is very reassuring for a non-techie!"

PayPerClick Advertising (PPC)

PayPerClick (PPC) is a powerful digital marketing channel that involves bidding on relevant keywords or targeting certain audiences to display ads in search results, shopping feeds, and across display networks. By investing in PPC through a marketplace marketing agency, like Code23, PPC can buy measurable visibility quickly and increase the reach of your marketplace. Some of the key aspects of successful PPC campaigns include:

1. Keyword Research: Identifying the most relevant and cost-effective keywords for your marketplace, which helps your ads reach the right audience and supports a stronger return on investment (ROI).
2. Campaign Structuring: Organise your PPC campaigns for manageability and keep ad and landing-page content relevant. Google says account structure itself does not affect ad quality; auction-time relevance may affect Ad Rank and costs per click (CPC).
3. Ad Creation: Designing compelling ad copy and visuals that resonate with your target audience, highlighting the unique selling points of your marketplace and driving users to click.
4. Bid Management: Continuously monitoring and adjusting your keyword bids to maximise ROI, taking into account factors such as competition, ad position, and conversion rates.
5. Landing Page Optimisation: Optimise the landing pages associated with your PPC ads for conversions, featuring clear calls-to-action (CTAs), relevant content and an intuitive user experience.
6. Performance Analysis: Regularly tracking and analysing your PPC campaigns using tools like Google Ads or Microsoft Advertising, enabling you to make data-driven decisions for better results.
7. Retargeting: Implementing retargeting strategies to show ads to users who have previously visited your site or interacted with your brand, giving you another opportunity to earn a conversion.
8. A/B Testing: Conducting regular A/B tests to determine the most effective bid strategies, ad copy, visuals, and keywords, helping you refine your PPC campaigns and maximise their performance.

Public Relations (PR)

PR can support credibility, help manage your marketplace’s reputation, and foster relationships with key media outlets. By engaging in PR activities, you can position your brand as a thought leader and boost its visibility. Some of the key elements of PR for marketplaces include:

1. Press Releases: Draft and distribute press releases for truly newsworthy product launches, significant milestones, or company news. A well-crafted, newsworthy release can support media coverage and drive traffic to your marketplace.
2. Expert Commentary: Offering your expertise and insights to journalists, bloggers, and other media professionals within your industry. By sharing valuable knowledge and contributing to relevant conversations, you can raise your brand’s profile and establish authority.
3. Media Monitoring: Regularly monitoring media coverage and sentiment around your brand, industry, and competitors. This allows you to stay informed, identify opportunities for engagement, and respond quickly to any issues that may arise.

Social Media Marketing

Marketplace social media marketing is used for promoting your online marketplace on platforms such as Facebook, X, LinkedIn and Instagram. Creating useful content, joining relevant conversations, working with suitable creators and testing paid campaigns can expand reach; measure qualified visits and conversions. You can also read more about ‘Influencer Marketing’ later in this guide.

Podcasts and Podcast Advertising

Podcasts have grown in popularity and can offer access to a niche audience, though fit and engagement vary by show. By starting a podcast or advertising on an established podcast, you can provide access to a relevant audience; measure reach, qualified visits, leads and conversions rather than assuming authority or credibility. Some of the ways to use podcasts for your marketplace include:

1. Creating your own Podcast: Launch a podcast focused on your industry or niche, addressing topics that interest your target audience. Producing high-quality, engaging content helps you build a loyal listener base; measure reach, qualified visits, leads and conversions rather than assuming it establishes authority.
2. Podcast Advertising: Identify established podcasts with an audience that aligns with your target market. By advertising on these podcasts, you can tap into their existing listener base and drive traffic to your marketplace.
3. Guest Appearances: Reach out to podcast hosts within your industry and offer to be a guest on their show. Sharing your expertise and insights can position your marketplace as a thought leader and expose your brand to new potential users.

Video Marketing

Video marketing can demonstrate your marketplace’s features, share stories, and educate potential customers. Webinars, live streams, and explainer videos can help you reach your target audience; measure engagement and conversion to judge what's working.

1. Webinars: Organise webinars to educate potential customers about your marketplace, industry trends, or other relevant topics. Webinars can provide access to a relevant audience and help generate leads by capturing contact information from attendees; measure qualified visits, leads and conversions rather than assuming authority.
2. Live Streaming: Hosting live streams on platforms such as Facebook Live, Instagram Live, or YouTube to interact with your audience in real-time. Live streaming offers an opportunity to address questions, showcase new features, and build stronger connections with your viewers.
3. Explainer Videos: Create explainer videos that break down complex concepts, demonstrate how your marketplace works, and highlight its benefits. These videos can help potential customers understand your platform and make informed decisions.
4. Video SEO: Use accurate titles, thumbnails and descriptions; YouTube says tags mainly help with misspellings and otherwise play a minimal role in visibility.

Influencer Marketing

Influencer marketing involves collaborating with influencers to promote your marketplace. Using their audience gives you access to new users; trust is still something you have to earn rather than something the influencer guarantees.

[ channel creep ] One channel at a time, until the budget's gone

01 SEO 02 CONTENT 03 PPC 04 SOCIAL 05 PR 06 EMAIL

JUST ONE MORE CHANNEL

BUILD BOT_ CHANNEL LOAD

TRYING EVERYTHING SIX CHANNELS OPEN Six channels, one afternoon a week, no priority

Email and SMS Marketing

Email and SMS marketing involves sending targeted messages to your subscribers, keeping them informed of new offers, promotions, or updates. By utilising email marketing automation tools and segmenting your audience, you can deliver personalised content and drive user engagement. A successful email or SMS campaign would include:

1. List Building: Grow your email and SMS subscriber list through opt-in forms on your website, social media channels, and other touchpoints. For UK electronic marketing, follow PECR alongside UK GDPR. Consent is normally required for unsolicited messages to individual subscribers unless every soft-opt-in condition is met; corporate subscribers differ, but identification, opt-out and data-protection duties still apply.
2. Audience Segmentation: Divide your subscriber list into segments based on factors like demographics, user behaviour, and preferences. Segmentation enables you to send more relevant, personalised content, which can lead to higher engagement and conversion rates.
3. Content Strategy: Develop a comprehensive email and SMS content strategy that outlines the types of messages you will send, the frequency, and overall objectives. This strategy should align with your broader marketing goals and cater to your subscribers’ interests.
4. Personalisation: Customise your messages with personalised elements like the subscriber’s name, browsing history, or past purchases to make your content more engaging and relevant.
5. Email Design and Copy: Create visually appealing and mobile-responsive email templates with clear calls-to-actions (CTAs).
6. SMS Messaging: Utilise SMS marketing to send short, timely messages to your subscribers, such as flash sales, appointment reminders, or order updates. Keep SMS messages concise and ensure they provide value to the recipient.
7. Marketing Automation: Implement email marketing automation tools to streamline your campaigns, automate follow-ups, and trigger messages based on user behaviour or specific events.

Affiliate Marketing

Affiliate marketing involves partnering with affiliates who promote your marketplace in exchange for a commission. This approach can help expand your reach, increase sales, and drive online marketplace growth.

Events

Hosting or participating in events can help build brand awareness, engage with potential customers, and establish your marketplace as a reputable player in the market.

Sponsorships and Co-marketing

Sponsorships and co-marketing efforts can help build brand awareness, forge strategic partnerships, and expand your reach within your target audience.

1. Sponsorship: Develop a comprehensive sponsorship strategy outlining your objectives, target audience, partnership types, and budget. Identify relevant sponsorship opportunities, such as events, groups, or organisations that align with your target audience and brand values. Evaluate the potential reach and impact of each opportunity to maximise your return on investment.
2. Co-Marketing Partners: Seek out co-marketing partners that share a similar target audience and complement your marketplace’s offerings. Establish partnerships with businesses that can help you reach new audiences and add value to your users.
3. Cross-Promotion: Use each partner’s marketing channels, such as email lists, social media accounts, or blog platforms, to promote the collaboration and reach a wider audience.
4. Relationship Building: Foster long-term relationships with your sponsorship and co-marketing partners, nurturing trust and collaboration over time. Marketplace growth strategies such as ongoing partnerships can lead to more significant results and opportunities.

Community and Referral Marketing

Community and referral marketing can help drive user acquisition, foster loyalty among your existing customers, and create a community of brand advocates. By building a strong community and encouraging referrals, you can enhance your marketplace’s reputation and promote growth. Key elements of community and referral marketing for marketplaces include:

1. Referral Program: Develop a well-structured referral program that offers incentives or discounts to users who refer friends and family to your marketplace. Ensure the program is simple to understand, share, and participate in.
2. Incentives and Rewards: Provide attractive incentives, such as discounts, exclusive content, or loyalty points, to motivate users to refer others and stay engaged with your marketplace.
3. Social Proof: Display testimonials, reviews, or success stories from your community to demonstrate the value of your marketplace and build trust with potential users.
4. User-Generated Content: Encourage users to create and share their own content related to your marketplace, such as blog posts, reviews, or social media posts. User-generated content can help amplify your marketing efforts and showcase your community’s enthusiasm for your platform.
5. Feedback and Improvement: Seek feedback from your community and use it to enhance your marketplace’s features, functionality, or user experience. Demonstrating your responsiveness to feedback can help build loyalty and trust among your users.
6. Community Events: Organise online or in-person events to bring your community together, such as webinars, meet-ups, or workshops. These events can help strengthen connections between users and deepen their engagement with your marketplace.

Direct Mail Marketing

Direct mail marketing, though a traditional method, can still be an effective way to reach potential customers and create a tangible connection with your marketplace. By sending physical mail such as postcards, catalogues, or promotional materials, you can target specific demographics or geographic areas and stand out in a digital world.

1. Targeting and Segmentation: Identify your target audience based on factors such as demographics, geographic location, or past purchasing behaviour. Segment your mailing list to tailor your direct mail campaigns and increase their effectiveness.
2. Creative Design: Develop eye-catching and engaging designs for your direct mail materials that align with your marketplace’s branding and messaging. Ensure your mailings are visually appealing and effectively communicate your value proposition.
3. Personalisation: Personalise your direct mail materials by including the recipient’s name, addressing their specific needs, or offering tailored promotions.
4. Integrated Campaigns: Combine your direct mail efforts with digital marketing channels such as email, social media, or PPC advertising to create a cohesive marketplace marketing campaign. This integrated approach can help reinforce your message and increase overall campaign effectiveness.

Offline Advertising

Offline advertising, which can encompass billboards, radio, and TV ads, can be a powerful method to increase brand awareness and reach a wide audience for your marketplace. While these tactics may come with a higher price tag compared to digital marketing, they can effectively complement your online marketing efforts.

1. Target Audience Analysis: Identify your target audience and their media consumption habits to select the most appropriate offline advertising channels. Consider factors such as demographics, geographic location, and interests when making your decisions.
2. Media Planning and Buying: Develop a comprehensive media plan outlining your advertising goals, budget, and chosen channels. Negotiate with media outlets to secure the best ad placements, rates, and schedules for your campaign.
3. Creative Development: Craft compelling and memorable ad creatives that align with your marketplace’s branding and messaging. Ensure your offline ads effectively communicate your value proposition and resonate with your target audience.
4. Consistent Messaging: Maintain consistency in messaging and branding across all offline and online marketing channels to create a cohesive and unified brand image.
5. Call-to-Action (CTA): Include a clear and compelling CTA in your offline ads, directing potential customers to your marketplace, a specific promotion, or a custom landing page. Ensure your CTA is easy to understand and follow, even in an offline context.

Successful marketplace marketing requires a multi-faceted approach that uses various channels and strategies. Whether you are in an early stage and are thinking about how to market a marketplace, or you are established and are looking to expand an existing marketplace and scale your business, by considering the channels above and incorporating them into your marketplace marketing strategy, you can test relevant channels against acquisition cost, conversion and retention to see what actually distinguishes your marketplace from the competition.

Frequently asked questions

Which marketing channel should a new marketplace try first?

There's no single first channel for every marketplace. Choose the first channel from the audience and constrained side, whichever reaches your buyers or sellers most directly and addresses the side that's hardest to grow. For many marketplaces that means a clear SEO foundation on core category and location pages plus content that answers the questions your first sellers and buyers are actually asking. Paid ads and PR tend to work harder once you've got real listings and reviews to point people at.

How much should a marketplace spend on marketing before launch?

There's no single figure, and anyone quoting you one exact number without seeing your model is guessing. What matters more is sequencing: enough for a working SEO foundation, a founder-led content plan and a small paid test, before committing to bigger PR or influencer spend. Our free Marketplace Growth Review helps you work out where your first pounds should go, based on your actual marketplace rather than a generic template.

Do marketplaces need PR as well as SEO?

They do different jobs rather than compete. SEO and content bring people in when they're already searching. PR can provide third-party credibility for a marketplace people haven't heard of yet, which matters most when you're recruiting your first sellers or suppliers. Some marketplaces use both over time, but the right sequence depends on the audience, evidence and budget.

What's the fastest way to grow a two-sided marketplace?

The fastest path depends on your marketplace: diagnose whether supply or demand is constrained, then fix that side first. When supply is constrained, test referral and community tactics aimed at sellers, sponsors or suppliers, then compare their acquisition cost and activation rate with buyer-side advertising. Get that loop turning before you scale the marketing spend around it.

Next step

You don't need all fifteen of these channels running at once. Many teams find two or three channels easier to measure and manage properly than running all of them badly.

If you're not sure which ones deserve your time and budget this quarter, the Marketplace Growth Review is a free 30-minute call that helps you work out where the real gaps are, in your search visibility, your content, your referral loop or your paid spend. We've built 50+ marketplaces over 15+ years, so we can pressure-test which channels suit the model for a marketplace like yours.