Here’s what you need to know
Ecommerce has turned into a massive industry, and it’s only set to grow in the coming years, as more and more businesses create their digital storefronts. However, the competition is also fierce, and getting people to notice your business is a huge challenge. Also, potential customers are more shopping-savvy than ever, and it’s almost impossible to get them to spend their cash through traditional, promotion-heavy marketing methods.
Experience online businesses know that content marketing is the way to go. The truth is, it doesn’t cost nearly as much as you would think. Sure, it does take time to create all that content, as well as consistency, but it’s well worth the trouble. Ecommerce businesses which rely on content marketing sport a much higher conversion rate, 2.9 per cent to be exact, as opposed to 0.5 per cent, which is the conversion rate for businesses that don’t use it. So how do you put together an effective content marketing strategy? Professional writers from Myessaywriting.co.uk share the ingredients below:
1. Establish clear and realistic goals. This applies to both short-term and long-term goals.
2. Create a list of influencers. They should be people which share a similar niche with you, and which have a wide audience that might be interested in your content and products.
3. Create a buyer persona. Your buyer persona should contain all the crucial information about your target audience.
4. Establish a buyer journey. As your potential customer goes through different stages of the buying process, you need to provide them with different types of content.
Source: Emma Foster
Let’s go over each content type.
Content for Boosting Traffic and Authority
Traffic and authority are closely linked, because people like to turn to resources which can provide them with all the information they need. So, what sort of content are we talking about here that can make you an authority? For instance:
- Detailed expert guides: We are talking about pillar posts of 3000 words and over. If you think that is too much for you audience to handle, you can break it up into a series of shorter blog posts, or divide it into chapters for easier reading.
- Guest blogging: Similar content as described in the paragraph above, only this time, you are trying to get it published on other authority sites, in order to expose it to a different audience. This is where your list of influencers comes in handy.
- List articles: Also known as listicles. People love lists, because they are easy to scan and read. They are also perfect for sharing via social media.
- Crowdsourced content: Get influencers to contribute to your posts with a quote, or do an interview with them. Not only will your audience receive valuable insight, but you will also have influencers sharing content with their audience, which means more traffic.
- Infographics: A great way to present a ton of information in a way that is visually pleasing and entertaining.
- Comparisons: People looking to buy stuff will always looking for comparisons, which are perfect for both products and services. You need to be impartial and provide your customer with all the information they need in order to make a purchase.
Source: Emma Foster
Contest for Increasing Conversion
Being an authority and receiving lots of traffic is nice, but it doesn’t necessarily translate into people buying your product. What you really need is a higher conversion rate. You need content which can help you instill trust in your audience’s mind. Here is what you need to create:
- How-to guides: These guides are geared toward helping your prospectssolve problem they encounter in the everyday lives. They’re easy to read and broken down into steps.
- Buyer’s guides: Buyer’s guides should be created to answer your prospects’ question. Try and think of things they might ask you throughyour email or phone, and provide them with all the answers in advance.
- Videos: While video is a bit more difficult and expensive to create than other types of content, it is also a lot more effective. Using video on your sales page can drive the number of conversion by as much as 80 per cent. They can also be a part of your How-to or Buyer’s guides.
- User-generated content: Another thing that can boost your conversion rate are genuine user testimonials and reviews from satisfied customers. All you have to is just ask for one from a happy buyer.
In the past, stunning visuals used to be a bonus, but today’s prospects are a bit more spoiled, so having some enticing visual content is a must. Since 74 per cent of marketers use visual, you should join the bandwagon, by creating the following content types:
- Slides: You can create slideshows on SlideShare, which is basically YouTube for slides, or on Prezi, if you really want to push the visual aspect of it. They’re easy to digest, and they present all the information in a logical order.
- PDF: They have little value when it comes to SEO, but they can get you some backlinks. PDFs also allow you to target people which prefer more detailed content.
- Videos: We’ve already mentioned it, but there is no such thing as too much video. If you are short on ideas, you can create videos from just about anything, including whiteboard presentations, screencasts, webinars, or a simple unboxing of your products.
- Audio: OK, podcasts are not visual, but they are popular, because some people prefer audio over text. Also, they are great for busy people which prefer to save time by listening to stuff on their way to and from work.
Content for Promotion and Distribution
You have created a ton of content so far, but you won’t have any use for it unless you can get people to see it. This means you need to promote and share the hell out of it. Aside from publishing it on your blog, here are other essential channels you can make use of:
- Owned channels: These include your blog, website, social media accounts, email list, and so on. Anything that is under your full control and supervision.
- Earned channels: These can range from a simple share by your audience, to quotes and links shared by influencers and media sites.
- Paid channels: Most marketers spend a ton of money on promoting their product, but what you should really do is pay to have your content promoted. There is a lot less competition there, and people think of as more organic.
Using content marketing to help your ecommerce business is not easy, as you can see, but it’s always, always well worth it. You just have to keep at it, and sooner or later, the customers will have no choice but to come around.
Emma Foster is a dedicated marketing writer with economic and journali
sm background. She was recently named a main blogger and researcher for Myessaywriting.co.uk. Emma works as a tutor on content marketing highlights in her free time.