One mistake some ecommerce business owners make is to bombard their customers with promotional “salesy” content. While your customers want high-quality products, they don’t want to get swamped with promotional content.
Research reveals that nearly two-thirds of consumers want to establish a connection with brands. Instead of promotional content, customers want personalized experiences and relevant offers that add value to their lives.
With content marketing, ecommerce businesses can establish a relationship with their customers, build an online community and increase customer loyalty.
Read on as we dive into winning content marketing strategies that can take your ecommerce business to the next level.
In the digital world, content is everything. It is the key to adding value to your customers.
Specifically, ecommerce content marketing is a digital marketing strategy that involves attracting and interacting with your target audience on your ecommerce site using content like blogs, social media posts, videos, and more.
Ecommerce businesses use content to build their brand and build strong relationships with their customers. The goal of content marketing is to engage, educate and entertain consumers through valuable content. It sparks interest in your product or service in a more natural way. Ultimately this leads to increased brand awareness, engagement, customer loyalty, and sales.
Ecommerce content marketing is crucial for many reasons. Beyond building customer loyalty, here are some other benefits of content marketing for ecommerce businesses:
Now we know just how important content marketing is for ecommerce businesses. Let’s dive into content strategies that can help you engage with your customers, increase visibility and grow your business.
A content hub is a centralized location on your site that contains insightful content around a specific topic. It could be related directly to your brand, the market, or your industry. Your content hub can include all types of content from blogs to social media posts, infographics, checklists, podcasts, and so on.
For example, if you sell beauty products, you can create content related to makeup or skincare, or whatever topic your audience is interested in.
With a rich content hub, you can increase organic traffic to your site, improve customer engagement, and garner more social shares. Content hubs also give you the opportunity to position your brand as a thought leader. Customers can also get immense value from your site and encourage them to ultimately purchase your product.
For example, Google has a rich content hub - Think with Google that shares in-depth articles and reports on just about anything related to marketing. You can find insightful trends and insights and also subscribe to their newsletter to get more personalized content.
With thousands of ecommerce stores online, high-quality content without SEO won’t go very far on search engines. To reach your potential customers and beat your competitors to it, you need to prioritize search engine optimization. SEO involves many components but it primarily starts with creating content using relevant keywords your potential customers are searching for. You want to research relevant keywords using keyword tools like Ahrefs and input those keywords into different content including blogs, social media posts, product titles and product descriptions on your website, and so on.
With quality SEO, your ecommerce store can rank higher on search engines, increasing visibility and organic traffic.
Consumers are constantly scrolling through content on a daily basis. From emails to social media posts, blogs, videos, and so on. To grab the attention of potential customers, you need to create content that is valuable to them. Of course, this starts with deeply understanding who your target customers are, including their pains, interests, and motivations.
Apart from providing value to your customers, creating valuable content also helps you rank higher on search engines.
Google loves original and valuable content and will push such content to the top of search engines. When you create original and valuable content, it tells Google that you are doing something valuable.
Apart from creating high-quality content, personalizing your content can go a long way in not only building customer relationships but also increasing conversion rates. According to Google, 90% of top marketers say that personalization increases business profitability.
Luckily, technology has made the process of personalization quite easy. Personalizing your content is one way to personalize your ecommerce store and increase your conversion rate quickly.
By creating personalized content, you show customers that you understand what their needs are. Some examples of personalized content include personalized landing pages, personalized guides, personalized ebooks, emails, and the list goes on.
According to research, a massive 82% of traffic came from videos in 2022. Video content is a powerful content tool that can help showcase your products and brand personality in the most unique way. Some popular video content includes customer testimonials, product explainers, live shopping videos, and so on. You can share these video contents on social media platforms like TikTok and YouTube.
By showing your brand personality using video content, consumers can have a more personalized experience that can build trust.
User-Generated Content (UGC) as the name applies isn’t generated by you but by your customers. When a raving fan of your brand posts a video talking about how your makeup kit is doing all the right things, that is called user-generated content. Guess what? This can impact your brand hugely. User-generated content works for various reasons but primarily because it appears authentic and trustworthy. It works as a powerful social proof to build brand credibility, attract new customers and increase conversion rate. The best part of UGC is that it is free. Some user-generated content ideas include using a campaign hashtag on various social media platforms, creating a contest, or letting people leave reviews, and the list goes on.
An example of a brand that effectively utilized user-generated content is Coca-Cola with its Share a Coke campaign.
FAQs or Frequently Asked Questions can serve many functions on your ecommerce site. Using FAQs, you can educate and inform existing and potential customers about your product, logistics, shipping, and returns. You can address objections, build trust and encourage customers to buy from you. However, ensure important product information is included on your product page. Your FAQ page should only include additional information.
Email marketing is an effective digital marketing strategy but is also an excellent way to connect with your customers and let them in on the latest and the best from your brand. Using newsletters, you can offer valuable content to your subscribers and position your brand as a source of reliable and valuable information. To make the most of your email marketing, you want to sprinkle some personalization. One basic personalization technique is using their names in the subject line. You can use email content to inform customers about the latest deals on your website in the most natural way and increase your conversion rate.
Social media is a natural place to reach your potential customers. With more than half of the world on social media platforms, the opportunities are limitless. You can share social media content like images, videos, memes, GIFs, and more on social media platforms like Twitter, Instagram, and TikTok. Through social media, customers can like, comment, and share your content increasing customer engagement and brand visibility.
Personalities can take content marketing to a new height. By partnering with influencers, content creators, and experts, you can create better content and get it to a wider audience, increasing visibility and ultimately conversion. You don’t have to go for celebrities. You can partner with a micro-influencer in your niche.
Content marketing is broad and can be time-consuming. However, if done well, comes with endless benefits. With just one piece of quality content, you can attract potential customers years down the line. Content marketing also helps you build customer relationships, and customer loyalty ultimately leading to a high customer lifetime value and online business revenue.