Content marketing is one of the most efficient means of lead generation online, whether you offer gadgets, handmade goods, or everything in between. Content marketing is now a common practice among ecommerce businesses to help them raise brand awareness and improve their entire web presence. let’s take a dive into 5 content marketing tips for ecommerce.
What is content marketing?
Content marketing focuses on creating high-quality, original content that attracts and interests your target audience. It’s a form of non-interruption marketing that involves communicating with potential customers without hard selling.
Or here is another definition.
Content marketing is a form of inbound marketing, designed primarily to bring an audience to you, from where those people are already out searching for answers online—whether that be on search engines, video discovery platforms, social media networks or otherwise.
Why do you need a content marketing strategy for ecommerce?
Simply said, content marketing is the act of developing original, high-quality material that appeals to a certain target’s interests and addresses their problem points. Instead of making a hard pitch, it usually soft sells a brand, service, or product by delivering useful information that builds trust and engagement.
The ultimate goal of this engagement is to convert consumers into paying customers by leading them through the sales funnel process of addressing their needs, proving yourself as a trustworthy source of information, positioning yourself as the authority best positioned to assist them, and then converting interest into paid business and a valuable ongoing relationship.
The benefits of a well-executed content strategy for ecommerce include:
It drives new traffic to your company site.
It encourages trust in your brand.
It can help with the all-important conversions.
It can create a separate stream of revenue.
Its engaging content can provide enduring value.
How can ecommerce sites benefit from content marketing?
It’s true — ecommerce and content marketing are a perfect match. And ecommerce companies are reaping the financial benefits of increased revenue generated by content marketing.
One of the most significant advantages of content marketing for any industry is the importance of search engine optimization (SEO). When creating original material, such as blog posts and infographics, you may use keywords to help your content rank higher in search engine results pages (SERPs).
To improve your organic results, find out what keywords consumers use to research for your goods and utilize them throughout your content.
You may also use content marketing to establish trust and form relationships with your target audience. People will regard you as an expert in your subject and a reliable information source if you continuously deliver useful information. You will earn reputation among peers and potential consumers by generating meaningful material that assists people in achieving their goals.
Helpful material can also lead to opportunities to network with other firms and industry leaders in your field. Guest posts, hello. Collaborating with non-competing companies can also help you gain clout and build relationships in your sector.
Increased conversion rates and revenue opportunities.
Finally, a successful content marketing approach will enhance your ecommerce company’s leads and conversions. Providing text and video explanations of your items will assist you in selling the benefits of your offerings, increasing the likelihood that customers will purchase.
The figures are self-evident. Content marketing may help you convert potential leads into paying, loyal customers and give a significant return on investment for your ecommerce site.
Types of Effective Ecommerce Content Marketing?
When developing a content strategy for ecommerce, you have a variety of content types at your disposal. These include:
Blogging: These postings are essential to most content marketing plans, as they help to create client relationships, generate leads, and lend themselves to SEO methods.
Original photos: can compensate for the fact that folks can’t touch what you’re selling before making a purchase.
Video content: Immersive video experiences have been shown to increase the quantity and magnitude of sales.
Product guides: As customers hunt for more information about products, they may visit your ecommerce site.
Customer testimonials: Testimonials, reviews, and case studies are all examples of this.
Email Marketing: Even merely confirming purchases, notifying purchasers of shipping and package arrival, and following up gives you several opportunities to engage with clients and create relationships through email marketing.
6 steps to an ecommerce content marketing strategy
Your material will lack focus and purpose if you don’t have a decent content strategy, and you’ll confuse and turn off potential clients. You may also lose ground to competitors that have implemented a successful content strategy.
We’ll lead you through six steps of an ecommerce content marketing plan in the sections below.
Step 1: Buyer Personas for your target market.
You need to know who your buyer is in order to generate ecommerce website content that is suited to their demands. You can produce content geared at them by creating a persona or fictionalized portrayal of a buyer or purchasers based on real data and marketing insights, and then refining it depending on where you place it in the sales funnel and whatever phase of the buyer’s journey you’re targeting.
The following are some of the things you should know about your buyer persona:
- Demographics: Gender, age, locality, and other concrete identifying information are examples of demographics.
- Personality: The personality profile will assist assess their buying habit, whether they are lethargic, very productive, skeptical, optimistic, or have other characteristics.
- Motivation: Are they visiting your ecommerce site because they want to learn more about your items and industry? Are they ready to buy or are they just looking around? Knowing what motivates your customers allows you to tailor your material properly.
- Pain points: What are the things that irritate your customers? If you understand this, you can provide a solution to their problems.
- Preferred content channels: Knowing which websites, social media platforms, and apps your clients prefer will help you figure out how to best contact them. Are they Snapchat-obsessed teenagers, baby boomers who have recently discovered Facebook, or something else entirely?
You should be able to construct a distinct buyer’s persona if you have a unique business. Information can be gathered in a variety of methods to construct a character and influence content creation for ecommerce, including:
On your website, use form fields to collect personal information.
Databases of contacts
Customer interviews, both current and potential
Your sales and marketing teams can provide feedback and insights.
You can construct a customer journey map that explains their buying process and offer content against it by entering your buyer’s mentality and creating a persona.
Step 2: Learn How Your Audience Consumes Content.
You should figure out how your target consumes information by looking at internal statistics or researching industry trends in order to reach them in the same way with your ecommerce website content.
You’ll want to answer the following questions:
- Which social media platform is the most popular among my target audience?
- Is there a particular type of content that they prefer (for example, video, long-form text, or a whitepaper)?
- Is it true that my target audience prefers to shop on their phones?
- What is the maximum amount of time my target audience is willing to spend studying content?
Step 3: Research and Content Creation.
In order to create an efficient ecommerce content strategy, you must conduct preliminary research. For example, you may conduct an SEO competitive study to determine what chances exist to develop content for new search keywords by looking at how competitors’ domain names perform in search results and keyword gaps.
Other approaches to generate content ideas include:
- Brainstorming: Collaborate with a small group of people who are invested in the process and have made significant contributions.
- Examining the content that leading brands create: Use a tool like Google Alerts to be notified when your brand is mentioned online, keeping you up to date on current events.
- Out-of-the-box thinking: If you have a concept that appears stale because it has been done so many times, some good lateral thinking could be able to assist you come up with a new perspective. A home renovation piece about winterizing your garden for the season, for example, may be transformed into one about growing plants indoors to create the perfect ambience for a winter staycation when travel is tough.
It takes both art and science to recognize an excellent content concept. Is it current? Will it strike a chord with your target audience? Is it long-lasting or is it only good for a limited time? Is it better to write a blog article or make a video? Can you condense all of the important information into a visually appealing infographic that’s ready to share?
Step 4: Publishing Content.
In its simplest form, the sales or marketing funnel is broken into three parts: a top, middle, and bottom, which correspond to different parts of the buyer’s journey.
The customer discovery or awareness stage is at the top of the funnel, and it’s where you show that you understand their problems. At this point, your content is easily accessed and consumed.
Whether it’s through blogging, social media marketing, search engine marketing, or another channel, the material solves problems rather than selling a product or service.
The consideration stage of the funnel is where you engage more extensively with potential consumers and establish trust. You’ve demonstrated that you understand their problems, and now you can start pointing them in the direction of ideas that can benefit them. Where you used to try to educate clients, now you’re directing them to the best answers — hopefully yours.
Comparison guides, case studies, and even free samples could be among the services you provide here. At this point, most customers are conducting extensive research on the topic, including determining whether your product is the greatest fit for them.
The buy stage is at the bottom of the sales funnel, where customers put their money where their hearts are. This is where you demonstrate that your exceptional value is simply too great to be overlooked. To keep your message in front of someone at the tipping point, you may employ live chat, a chatbot, or emails to customers at the time of purchase, or retargeting/remarketing.
Step 5: Metrics & Analytics.
Because ecommerce website content production is frequently a continuous process rather than a one-time event, you’ll want to look back at your previous efforts to see how you may improve your current efforts.
Good metrics will show you how much of a return on your investment (ROI) you’ve gotten. Measures like these could be used to determine success:
- Traffic that comes from natural sources
- Rate of conversion
- Time spent on the page
- Shares on social media
Keep in mind that the precise metrics you want to track will differ depending on the type of material. The following are some examples of content categories and metrics on which you should measure your success:
- Articles/blog posts: Website traffic and unique visitors are among the key performance indicators (KPIs), as are page views per visit and geographic trends.
- Open rate, conversion rate, and click-through rate are examples of email indicators.
- Followers/fans, applause rate, and post reach are some of the KPIs for social media.
- Unique views, shares, and average view length are all included in video statistics.
- Podcasts: This section includes downloads, subscriptions, and shares.
- PPC (pay-per-click) campaigns: Cost per click and click-through rates are among the many KPIs, as are cost per sale and impressions.
Step 6: Customer Feedback.
Listening to what your consumers have to say is an important component of refining the content you offer and increasing sales. Understanding what your client thinks about your sales process is critical to future improvement, whether you send a follow-up email, check live chat transcripts, conduct customer interviews, analyze recorded sales conversations, watch social media channels, or use other methods.
Customer feedback can benefit your ecommerce content strategy in a variety of ways, including:
- Make sure you have a good customer service department: Customer feedback is one way to determine whether you have a sustainable customer care system, which can assist keep revenue coming in, whether you’re seeing a trend in happy or unsatisfied consumers.
- Content qualitative input: While we’ve provided several methods for obtaining hard data, qualitative feedback is also quite helpful. You can determine whether your material is useful to your clients by conducting customer surveys. The more useful your content is, the more individuals who want to utilize your product or service will find it.
- Potential to use feedback as promotional content: The ability to use customer feedback to entice new consumers is arguably the most significant value of customer feedback. Testimonials are a terrific method to boost your brand’s value and, hopefully, your bottom line.
Top brands, large and small, invest in content marketing because it is crucial to staying competitive and attracting new business. We can provide a comprehensive, all-in-one solution to boost your online selling presence, whether it’s to get more traffic with organic and paid searches or create unique content that meets marketing and sales goals.
This is where a content strategy comes in handy.
You may employ content in advertising to attract customers, then engage them in that material to demonstrate your expertise, earning you long-term trust.
You won’t be able to turn every single visitor into a customer the first time they visit your website.
With an average ecommerce conversion rate of 1-3 percent, you’ll need to come up with new ways to pique people’s attention and raise brand awareness.
One method is to use your content marketing plan.
And, once your strategy is in place, you’ll need a team to carry it out — but that’s a topic for another day.
Just make sure you have an email capture form for those who don’t want to buy but want to hear from you.