Hello stores owners and marketers, it is always a pleasure to discuss great ways to increase the growth of your online store in terms of sales and traffic through ecommerce content marketing. And that’s exactly what I’m going to do in this article.
Before we get started, did you know that according to SaleHoo report, about 80% of customers who use the Internet, buy products online; and, these numbers are increasing every passing day. So if you are an ecommerce business owner and haven’t thought about capitalizing on this opportunity then you might want to get started now.
Unless you have been living under a rock, you must be aware of what content marketing is. Well, today we’re going to talk about how to implement content marketing strategies to boost traffic, increase conversion rate and most importantly, your online sales.
But Why Content Marketing for Ecommerce?
Take a look at how Content Marketing Institute defines the term
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Understanding this we can say, content marketing is to create engaging content by which you can resonate with your potential and current customers.
Whether it is B2B or B2C, all kinds of businesses can leverage this type of marketing. A decent content marketing strategy can help you attract more customers irrespective of the stage of buyer’s journey.
According to SaleHoo, about 84% of customers check the product on social media before making a purchase, whereas 46% of them consult reviews and/or blogs. Present-day buyers have become smart, so online store owners need to produce content that can be the driving force behind purchasing decision.
In addition to this, online customers search for directions to their queries. For example, If I’m looking for trending fashion for an upcoming event, I will hit keywords such as “Dressing tips for party”; now, if an online fashion store has produced content entertaining my query then it will be easier for that store owner to gain my trust.
You can produce content in any format as long as it helps the potential customer; pictures gallery, video or a blog. Your content gives you the chance to present your product to the customer who is only there to find a solution to his or her query.
Here’s How to Perform Ecommerce Content Marketing
Now let’s move forward to understanding some ways to carry out content marketing for your ecommerce store.
Build a Strategy that Gives Results
So far we know that content marketing is a way to connect with target audience but it needs to be supported by the right strategy that can drive results. An ideal content marketing strategy is divided into following factors:
- Plan – Why you want to publish and what are its objectives
- Create – The type of content you will create and its production
- Distribute – Distribution among platforms that your targeted persona use
- Evaluate – Analyze if you have achieved the desired outcome
Make sure that your strategy covers the aforementioned areas. Also, whatever content you create, try to make it a point of discussion or a point to be discussed. All in all, your strategy should answer the following these questions:
- WHAT ARE YOU CREATING?
- FOR WHOM ARE YOU CREATING?
- And most importantly, WHAT IS THE INTENT?
Don’t Limit Your Content
For ecommerce stores, I’d advise you to keep an open ended strategy in terms of content. You will be surprised to know by the end of 2017, video content will represent 74% of all internet traffic.
Don’t restrict your content to just one format, instead make use of all types of resources available at your disposal. As an online store, you can produce content in various forms such as videos, blogs, infographics, guides, and case studies. Additionally, your content can be divided into numerous categories such as product reviews, curated content from community, testimonials, memes, etc.
Blogging can be the Game Changer
This, perhaps, is the most convenient method to carry out a content marketing strategy for an online store; it has already been tried and tests countless times. All you have to do is produce content that revolves around problems and pain point of your buyer’s persona.
It can build a sense of relationship with your audience and along with this, it helps in search engine optimization (SEO) to increase your website’s conversion rate.
You can find detailed guides on how blogging works with content marketing, so I’ll keep it short here. In addition to blogging yourself, you can leverage “Guest Blogging” as a tool to build your authority in your respective niche. You must look to the guest blog for good quality backlinks, it will ultimately bring traffic to your best website as well as helps you rank well.
Spend Most of Your Time on Content Distribution
Ideally, you should spend only 20% of the time creating the content while 80% of your time promoting and distributing the content. There is no point if you have an interesting argument to make, but don’t have anyone to hear it; similarly, your content is of no importance if it’s not been seen or read by the right audience.
You can spread your content with the variety of distribution channels such as email list, forums/communities, Q/A sites, paid promotions or social media channels. In addition to this, you can have your content promoted via influencers. The choice of channel to promote your content depends on the industry you’re catering to; if you’re selling those trending Fidget Spinners then Facebook is your go-to channel.
Leverage the Power of Social Media
According to HubSpot:
“There are more than 2 billion active social media users worldwide and this number is projected to grow at a rate of 25% year over year.”
So as an ecommerce store owner or marketer you can not deny how significantly important social media is for you. You must identify when your target audience is active the most and which channel does it prefer; Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn or any other.
Once identified, you ought to create content accordingly to engage with the audience. For example, you wouldn’t want to use an informal tone for an email that’s being sent to mid-scale businesses; similarly, it’s more convenient for readers to read to-the-point pitch on social media.
Attract Buyers With Industry Influencers
You can seek assistance from your respective industry influencers to help you run a successful ecommerce content marketing campaign. But how do you go about it? Relax, you aren’t the first one and you won’t be the last one doing this.
It’s not rocket science, all you have to do is list out some potential influencers of the industry you’re targeting. Next step is to initiate conversation and build a relationship; lastly, outreach to share your content or run a giveaway campaign. Just three simple steps to attract buyers via industry influencers.
Focus More on Quality
Last but not the least, you ought to focus more on quality instead of quantity. Avoid syndicated content and add value to the topic that can solve problems for your customers. Strategically plan your content, don’t just publish pointless articles. If not sure, follow what your competitors are up to and catch up on latest trends.
To make sure your content doesn’t divert to a pointless corner, try to answer the following questions before starting your first draft:
- What problems do your customers face?
- What queries they might have?
- Which issues are being discussed the most?
Draft Your Content Marketing Plan
By now you should have a clearer picture of why content marketing is important for an online store and how you should create a strategy for it. Moreover, you can use content marketing to improve how a search engine sees your site and receive greater authority in your niche; all this helps to better connect with the target audience.
That’s it from my end. If you’re looking to explore more ways to use social media for your ecommerce business, I’d suggest reading Effective Ways to Market Your Ecommerce Business using Social Media to increase engagement with your audience.