Yes, you have a great e-commerce website with a user-friendly interface, easy navigation, and display the latest collection. However, the bad news is that most of your potential clients have no idea about your brand. There is no way that only your products and powerful website will increase your sales. For a successful e-commerce website, the conversion is the key that enables you to survive in the fierce competition, and to turn traffic into conversion, you need to maintain a constant conversation with your customers. You must get your message across effectively in a way that users feel connected and engaged. How’s that possible? The answer is – CONTENT.
Content marketing is one of the most powerful strategies to create brand awareness, enhance sales, increase brand loyalty, boost sales, and keep the company name on top of your clients’ minds. Talking statistically, a well-planned content marketing strategy can improve your conversion rate to 6 times. You can say that the average conversion rate on an e-commerce website using content marketing is 2.9% as compared to the one without a content strategy with a 0.5% rate. We are sure that these numbers are enough for you to put a powerful content strategy in place instantly.
Now that you are aware of the significance of content marketing for an e-commerce website, let’s discuss 8 result-oriented strategies that you must implement asap:
Get to Know Your Audience
Who is the heart of every business? It is your customers and every decision that you take regarding your business operations or marketing strategy must revolve around them. Thus, you must know them and get familiar with them before you create content. If you think this is going to be simple, then think again because you would be surprised to know how much you don’t know about them. Your target audience must be crystal clear to you before you start the campaign to promote your e-commerce website. Chances are that you are not going to promote your portal for everyone and rather than trying to please everyone, you must focus on potential buyers. Know what their issues are, how your online store can address these problems, their age groups, habits, interests, likes, and dislikes, preferences, trends, and more. The more specific you get, the more effective your content will be. Also, you can avoid guesswork, abstracts, dead-ends in the process.
Create a Content Calendar
Apart from knowing your audience, you also have to keep the content aligned with your business goals. For this, you need to plan and make sure that your content is published on schedule. Trust us, e-commerce businesses realized a long ago that regular blogs are the key to get ranked on Google and they prefer investing time in producing content that drives more traffic. It must be able to break all the noise due to tough competition and reach directly to the target audience. A strategically prepared content calendar ensures all this by keeping you on track and also helping you create a variety of content that covers consumer needs, campaigns, and promotions. Content scheduling also gives your brand enough exposure as you know the right time when users will be active and available to read what’s published.
Social Media Integration
There are over 2 billion active social media users and the number will increase by 25% every year. Moreover, more than 70% of these users make their online purchasing decisions based on social media posts, reviews, and influences. No wonder why almost every online commercial sites have official social media profiles on popular platforms, such as Facebook, Instagram, Twitter, and more. So, leverage the power of these portals to reach more audiences by marking your brand presence on them and actively posting all the latest news, activities, offers, etc. Apart from engaging more buyers, social media integration will also give your brand an SEO boost, generate traffic, and ensure that loyal customers are aware of recent announcements.
Don’t Limit the Content
Do not restrict your content to one format or type. Keep exploring your e-commerce content marketing strategy and try new trends. A good content marketer is the one who has open-ended tactics and brings something new and innovative every now and then. Use all the resources and tools that you have at your disposal and produce content in different formats. From videos and images to graphics and texts, you must master every form. Also, write infographics, whitepapers, case studies, blogs, product descriptions, post vlogs, social media posts, guides, etc., for your e-commerce website. Furthermore, prefer dividing your content categories into testimonials, curated content, stories, pamphlets, and more.
Share Customer Stories
Honestly, using customer stories as part of your e-commerce content marketing is a no-brainer. These stories are real, believable, have an emotional touch, and are authentic, working wonders for your online store. You can be assured that they will address your audience directly and grab their attention at once. Make sure you create a separate space for clients’ stories during e-commerce website development where you can post your customer experiences regarding your products or services. Reach out to your buyers and request them to share stories that can be published on the website or social media accounts. These personal anecdotes will have a great impact on potential customers, generate more traffic, and lead to better conversions. Remember that the stories should sell your brand, build a reputation, and gather loyalty.
Do Not Compromise on Quality
Many businesses and websites focus more on quantity than quality as they believe that posting regular content will automatically bring traffic and buyers irrespective of the quality. Reality check- They can’t be more wrong. Google and online shoppers have become more attentive toward the content quality, what is written, information it covers, errors, and readability, all these factors play vital roles. Avoid writing completely promotional content and pick topics that add value to your brand and also resolve the problems of your clients. Instead of rushing to post random pointless stuff, plan strategically. You can check what strategies leading brands are following for help.
Distribute Content More
You have posted a blog on your e-commerce website but hardly any user reads it or knows about it. Is that any good? It can be a bit harsh but it is as good as posting nothing. Therefore, you must invest almost 70% of your time and effort into distributing the content. Suppose, you have listed interesting points in your blog or raising a trending argument but you need people to hear it and discuss it. Find the way to take it to the right audience via different channels and mediums, such as forums, emails, communities, paid promotions, etc. Important point – the choice of channel hugely depends on the industry you belong to so make sure you pick the right mode.
If you have read so far, then we are sure that you are seriously thinking about content strategy. So, you are now familiar with the key ingredients required for successful e-commerce content marketing. But two other factors that you must take care of our commitment and consistency as they will take you a long way. Rest assured that with these tips, you will soon witness major changes in your brand popularity and for all the good reasons. Good Luck!
Scarlett is associated with the editorial team at A3logics, a company known for e-commerce website development and software development. She loves to work on new and different content and is often found busy with documenting the details of the technology used. She has a keen interest in the latest technologies and trends, and when not busy with her technical writing work, she is found enjoying her coffee at the nearest cafe with a book in her hand.