Setting up a website and listing your products won’t deliver appropriate results for you. There are already various ecommerce portals. So, it becomes quite tricky for ecommerce owners to earn a healthy traffic and higher online sales. All you have to do is, to establish a unique presence on the web. This is where content marketing plays its game. The importance of content marketing for ecommerce brands has been significantly growing. Creating valuable free content creates trust, builds your brand, keeps people informed, gives you something to share on social media and helps you rank in search engines. More importantly, content marketing helps you attract and convert prospects into customers and customers into repeat buyers. Ecommerce content is the foundation of inbound marketing which helps pulling people in with something interesting, rather than pushing ads on them.
In this article, you will learn what you need to do, to start using content marketing to grow your ecommerce store.
1. Analyze your industry:
What should you need to know before you jump into creating content?? You should know where you stand in your industry. You create a piece of content you love, but everyone ends up ignoring it, because it just looks like any other piece of content out there. Isn’t it worse?? Of course yes. But, how can you differentiate your content?? Best way to do this is, analyze your competitors. To do so, you first need to know who these people are. If you know your industry well enough, then you probably have a good idea who you should be spying on. After you have all your competitors, this is what you have to do:
Start browsing through their content and see what they write about and how they develop content and how many shares and links it gets.
Use competitor intelligence tools to look only to the best performing pieces of content and analyze those to find patterns.
Once you have all your notes together, you want to start looking for patterns within those patterns. Also, you want to take a good look at what topics they use and what angles they choose. This analysis will help you come up with new ideas to develop for your own content marketing strategy.
Every time you publish a piece of content, make sure everybody that belongs to your owned media hears about it. Easiest way to promote your content is through your media like, your blog, your email list, and your social media accounts. For some reason, most people focus only on coming up with ideas and creating content. But they forget they need to go out and promote it to earn their traffic. All you need to do is make a list of all these people, and start creating a relationship with them. Once they know you, you can start outreaching to share with them your new piece of content. By that, they will share it, comment it and link it.
You just simply can’t start a content marketing strategy without a clear target audience and also can’t start one without a clear set of goals. Your content marketing should help you achieve your goals like getting added to carts and sales. Just like any marketing strategy you implement, to track the effectiveness of your content marketing efforts, you need to define goals directly tied with it. Some of the goals include:
get organic traffic
get referral traffic
get social traffic
get email subscribers
Not all goals should be picked by you, you should select your goal depending on your company. Pick the one suitable for your company and stick with them for 6 months. After 6 months, you will be able to know how each goal works, how much impact it has on your company and what you can do to influence its performance.
4. Maintain consistency:
Customers always appreciate posts having up to date or new information. If you lack content for purpose, you may seek help from digital marketing companies that offer content development service. Search engines will always be eager for new web pages of course with rich content, so that they can offer the most relevant results to their users. If you want your ecommerce website to appear on the first page of all leading search engines, you must update your website with fresh and unique content on a regular basis. To keep yourself up to date in this area, you can do following:
Analyze your competitor keywords regularly to know where you are lacking and what you are lacking and what you need to do improve the results of your content marketing efforts.
Use Google analytics to find out which terms people are using while looking for products and services. It helps you to design relevant key words easily so that you can use them to promote your web pages and increase sales.
Read content on websites that focus on the search marketing industry.
5. Social media marketing:
Social media is an important part of our everyday lives. So why not use it for our content marketing. You don’t need specially need to do anything. Just add main social media buttons to your ecommerce website. So that, your visitors may share the content they like. Not just marketing, when you amalgamate social media marketing with content marketing, it helps you in many ways like,
– drives traffic to your website, which eventually increases you sales too.
– increases page views, quick brand recognition among potential customers
– It allows direct interaction with millions of social media users and solves their problems.
What do produce as content?? Let’s talk about the format first. Here are the most popular ecommerce formats, let’s look at the format of written content first. Written content generally includes blog, newsletter, magazine, e-book, guides, and review of products, press release, and opinion piece. Apart from that content with videos, images, memes, demo is also produced. Its upto you to decide which ones to use, but it also depends on your business as some formats might add significantly more value than others in your specific case. You can have a blog with different formats, or can separate them on your pages. So, start off with just a few that you’re sure and can keep going and expand when you feel you’re ready.
7. Create videos:
Videos here, doesn’t necessarily need to be something related to marketing and advertising. Add videos that are related to the product or something not related to the products, but that serves to be useful to the product. Generally, such type of videos includes DIY stuff and how to use the products you sell etc. In other words, you should give something free to your customers as an attraction strategy and sell something related. Use should keep in mind that:
you can use videos to explain your products
teaching is powerful
Reach your audience beyond products.
8. Enhances shopping experience:
Who don’t enjoy shopping?? Well, everyone does. Worthwhile content enhances the experience all across the journey of the customer along with the insights and entertainment. Availability of content gives users the option to scale up or down the amount of time they spend on shopping. Personal and casual content show your products in context and demonstrate their value in more meaningful ways. Stronger emotional tie lets the shopper imagine more clearly what owning the product would be like for them. The content can also inform the shoppers how to use the product, or features they may not have been aware of.
Videos appear in 14% of search results.
Only 46% of shoppers will buy a product if video is unavailable.
65% of people believe that videos explain products better.
Customers spend far more time interacting with custom content than ads. This enables more time to interact with the brand, if the content is of your own blog, more time on your site. If you are looking for designing and executing a solid ecommerce content strategy, then you are at a right place. Libra web solutions is an ecommerce solution specialist, who transformed around 80 ecommerce ventures for customers from UK, Australia, India, Hong Kong, Singapore, India since 2008. Contact us now at email@example.com