To compete with the big box stores and avoid a race to the bottom on discounting, you need to differentiate yourself. And creating ecommerce content is one of the best ways to do it. Content builds SEO, generates customer loyalty and helps to push both new and existing customers down a purchasing funnel, increasing your annual sales.
But, creating compelling content isn’t always easy. You’ll need a content strategy for ecommerce to flourish. Content marketing is a remedy to “advertising deafness.” Sellers use it to form loyal audiences. I n addition to engaging customers to interact and arrange deals and to be seem by the search engine crawlers that can determine your long term traffic numbers. How does it work in practice?
Your customers have had enough of advertising. They have learned to overlook banners. Even more, they subconsciously avoid content blocks that could look like an advertisement. Your customers also dislike native ads. They notice the attempts to sell goods masked as a neutral description. They want to make buying decisions themselves. And do not want to be subjects to aggressive marketing techniques.
What does this mean for the owners of online shops? You have to care about the needs of your clients. They want to get useful information that helps to consciously purchase goods or services. And don’t need an ad to decide what to buy.
People consciously pay attention to ads only after they have made up their mind about the product or service. They investigate commercial ads in order to select the best price and terms of the deal. If you engage your audience only with advertising be prepared to compete on price. In other words, you have to become the low price leader and sell products much cheaper than your competitors.
Here are some content strategy tips for ecommerce that should be followed:
Create How-to Ecommerce Videos
If you want to charge a higher price with the margin you need to keep running your business. Offer some useful information that will lead your visitors to your website. And turn many of them into customers. Whether you’re selling t-shirts or homemade jewelry, by now you’ve probably heard that you need to be marketing your business with content.
That’s because creating valuable free content creates trust, builds your brand, keeps people informed. It 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.
But how many companies are actually walking the walk? And more importantly, how can ecommerce companies like yours create content that breeds fans and followers? How-to videos are an easy way to hook people into your content, Especially if you sell a niche product on your site. In other words, it’s like giving something away for free (as an attraction strategy) and selling something related.
Use how-to videos to explain your product. It might be obvious to you, but difficult for customers. Go beyond your product and reach your audience with how-tos. Never underestimate the power of teaching.
Many of them offer niche products and we feature a wide range of categories to illustrate what can be done for all of them. This is to show that content marketing is doable even in small teams and with little budget. Because it’s a great way to drive traffic to your store! And it’s qualified traffic – meaning only people genuinely interested in your products and related topics.
It usually happens that people are not looking to buy anything, they’re researching a topic of interest. They stumble upon your article/ video/ whatever about it and like it. They start following what you do or come back later when they need similar information.
Eventually, they discover your products. And because they already like your content. They transfer this positive attitude to your brand. You just won a customer thanks to a well-executed ecommerce content strategy.
Answer Your FAQs Creatively
Who has not heard about eCommerce content marketing? It’s an omnipresent yet mythical creature that everybody talks about and boasts having tamed, but have they really? In ecommerce, it gives extra points for brand image and traffic and helps win sales in the end. A good content strategy for ecommerce is good for your store. And your competitors are probably already doing it. But what kind of ecommerce content should you have?
That’s strongly specific for your business. Ecommerce content is the foundation of Inbound Marketing. Pulling people in with something interesting, rather than pushing ads on them, for example. Many ecommerce sites have FAQ pages to deal with common questions and alleviate customer support. And rank in search engines. FAQ pages are a necessary piece of content, so go out of the way to make them awesome.
Have your support and live chat teams write down interesting questions they get. If one person asked, many more might be Googling the same question. Be the answer they find.
Content can teach non-experts to choose proper construction materials and related products. Applying the content marketing strategy resulted in an almost exponential growth in search traffic.
The secret of success is in simply explaining the principles of choice and the methods of working with professional materials for an ordinary buyer.
Put another way, having an awesome FAQ page will help you engage your customers, demonstrate your expertise and show your personality. Your customers have questions. Answer them creatively. Use FAQs to fuel ideas for content and boost yourself in search.
Use Image Heavy Ecommerce Content
In your content strategy, you need to consider the visitor who doesn’t buy – just as much as the visitor who does buy. You need to figure out the content that will get them to purchase the first time and then create it. When creating content, have an ideal buyer in mind. You should be on a first name basis with your persona and create content that appeals to and helps them.
Online, where people cannot touch or smell the product, image is king . Ecommerce content heavy with beautiful images can make or break your sales. You already know the stats that humans are visual creatures.
You need to use data to inform your content strategy. Use personalization and segmentation to serve people content on topics that they’re interested in, and you’ll nurture them into a purchase. Content is made to be measured! You can’t improve on your content if you don’t measure it.
Always include a call-to-action. By getting to the end of your content, your reader should have a clear understanding of the next step they are supposed to take. Whether that’s signing up for your email list, adding something to their cart or watching a product video to bring them further down the funnel.
We bet whatever your product is, your customers doesn’t know all the fancy terms. The sweet thing about a glossary is that you put it together once and then re-use, repost and redirect to it as needed – it’ll be an evergreen point of reference. And it shows you know a thing or two about your trade. This way they get extra exposure and customers can make informed choices.
Become Your Own Media Outlet
When planning your online shop content strategy, think about the interests of your current and potential customers. Teach them; share exclusive information about your products and ways of using them. Do not manipulate the audience by masking ads as useful content.
Remember that you should help your client to choose and use the product. Writing good content consistently is hard work, but in the long term you will have a solid base of information that is good for your customers and good for Google to find you amongst your competitors.
To become an all-out authority in your space, it might be time to become a publisher. If you set up a hub where your audience can get info, you’ll separate yourself from companies that are giving the hard sell. Instead, you’ll inspire more trust and authority in your industry. You’ll also generate a ton of traffic through the media outlet.
Ecommerce content marketing allows you to talk more about your products and related things than it’d be ok on the product pages. If done right, it should build credibility and become a go-to place for information. It’s a topic their customers are interested in and establishes them as experts in the field. Also, over time, entries pile up to a comprehensive guide, which helps SEO.
Everybody finds guilty pleasure in talking about themselves. A fun, technically well-done quiz might get you tons of traffic. It’s an easy-to-prepare piece of content, yet very useful and will definitely drive more traffic to the site.
Stay Ahead With Trends
Stay on top of current trends and adapt your current content strategy to address them when necessary. For example, “unboxing and haul” videos get thousands of views online. You could encourage users to post unboxing or haul videos. Or work with influencers in your space to create them.
If you, like many other small businesses manage your marketing in-house, it’s tough knowing everything that’s going on. But miss a trend and you risk missing out on a huge business opportunity.
By creating a Google Alert, you will receive email notifications any time Google finds new results on a topic that interests you. Get updates on your competitors, find out when people post something about you on the web and of course, keep up with the latest marketing trends and important updates in your industry.
Subscribe to blogs that stay ahead of the game for you. Each week you’ll be emailed the latest in small business marketing trends, news and how-tos. Need to pull all your sources into one manageable feed? Stay connected via social media. Utilise LinkedIn Groups to ask questions about emerging trends and best practice.
Get active on Twitter and create a list of influential people in your industry to track what they’re talking about. Create a secret list of your competitors, monitor them in real time and learn from what they are or aren’t doing.
Join a trade or industry organisation to understand how other businesses in your field address the same challenges you face. Networking with people outside your industry brings a fresh perspective. You’ll also find these people are more willing to give you unbiased feedback and advice as they don’t see you as a direct threat.