One of the best ways to get new customers to your e-commerce store is through content marketing. Consumers much prefer content produced by the company, no one knows better than the company itself. In addition to that, according to an article by Small Biz Trends, consumers prefer to learn more about a certain product through the companies own blogs and articles compared to seeing it on an advertisement. The up side to content marketing that most e-commerce businesses will love is that it costs way less than regular marketing. Not to mention it also generates three times more leads!
Tips on Content Marketing For E-Commerce
Content marketing can sometimes be a challenge to carry out if you have no idea what it is. You can’t just be spurting out information that you have no idea about. Readers have to be intrigued by your content in order for them to click on it and keep coming back. Here are five simple steps that can help you boost you e-commerce content marketing.
In order to generate good content marketing, it is important to understand your customers better. How do you do that you ask? Well its quite simple. You could first start off by creating buyer personas. What a buyer personas are detailed descriptions of who your targeted customers are. It is important to know who your customers are and what they want. How are you going to produce tailored content to catch your target customers attention if you don’t know anything about them? Customers often ignore content they don’t find interesting or content they find unrelatable.
Every business should at least have an idea of who their customers already are, However, ‘having an idea’ just isn’t enough! You need to know everything there is to know about your potential customers! Example, their age, location, income, needs, interests and anything else you can think of. We are aware that it is not easy to obtain all these information, but worry not because not all your information has to be 100% accurate for ever single customer. At the end of the day, all the information you have collected should paint a CLEAR picture of your ideal customer.
Before you create your buyers personas, you have to identify your target customer groups. This part falls entirely upon how wide your target customer base it. You might have one group or five groups or even as much as fifty groups! For example, if your e-commerce business is online fashion for men and women then you would probably have one target customer group that would be centered around men and another on women. If your business requires you to have many target customer groups, then it is not necessary for you to create a detailed persona for each of your customers. What you could do instead is pick your top three and add more as you go along.
Once you have identified your customer groups, the next thing to do is start researching the group categories to get detailed persona information. Here are some of the questions you would want to be asking yourself about your ideal customer:
- Relationship Statuses
- Social Media platforms of choice
- Communication preference (telephone, email, etc)
These are just a few common questions that are often asked. You could of course have more questions as you go, and depending on your business and industry.
Other ways of collecting data include focus groups, sending out questionnaires and good old surveys. However, these methods require more time, but if you have the time then why not? After you have collected all the data you need, you can start putting your personas together. They are what we like to call a ‘customer profile’.
Look Out For Your Competitors
It is extremely important that you know who your competitors are in the market. Look for business who are like yours or offer similar products/services. Once you have identified who your competitors are, look at their content and style of writing to compare with yours. Look at their blog (if they have one) and their social media channels and check and take notes of what they are doing. Check how often they are posting, what they are posting and etc. Besides that, also look at their e-commerce website. Look at how it is structured, what kind of content is on the page, type of media used and much more. Collect as much information as you can so you can take back some ideas and improve your own site.
Another way to keep your eye on your competitor is to ‘spy’ on them and figure out their backlinks are coming from. Not only is this a great way of understanding your competitors but it also allows you to know your industry and market a little better. Tools such as SEMrush can help you out. Create a list of the top 30 keywords that you would like to rank number 1 for. Look at what keywords your competitors are ranking for and get some ideas from there. Even if it does not put you above them on the Google search page, you will at least be on the same page as them.
Do you already know what type of content you would like to be generating? The type of content that you put out is crucially important. Don’t just put out content for the sake of updating your social media pages or blog. If they are not related to your business or interesting, chances are your customers will ignore it. You want to make sure your content is beneficial and interesting to your readers and customers.
There are so many types of beneficial content that you can create, such as:
Buyer Guides: A buyer guide can be a bit long to write and take a bit of time, but it will be well worth it. It can help increase your organic search ranking and at the same time persuade customers to make a purchase from you! What better way to kill two birds with one stone? However, be very careful as the content should be well written and include useful information that will help with supporting your brand’s call to action.
Customer Feedback: Real customer feedback can help your business gain the trust of new and potential customers. But of course, this is only if all the reviews are good ones. Unfortunately, that is not always the case and you will definitely face some unhappy customers. The best way around receiving bad reviews are to ask your customers for one. This is because most happy customers will be willing to write you one. On the other hand, unhappy customers would probably want nothing to do with your business anymore.
Product Comparisons: This is very popular amongst the readers. People love options and knowing what is the best one in the market. Best part of it all is, you don’t even have to take sides when comparing. You can remain neutral as long as you presents all the facts of the product and let customers decide what best fits them.
Infographics: People might tell you that infographics are a thing of the past. But that is not entirely true! If you do it right, an infographic will definitely provide value to your content marking strategy. Anything visual will definitely have more of an effect compared to just a paragraph of plain text. It would be even better if you got influencers to help promote your infographic. From there, you can acquire a good number of links.
Come Up With A Schedule
When you have a clear idea of the type of content you want to create, create a schedule for it, to keep everything organized. In the schedule you can include when you plan on posting, what kind of content you are posting or even potential posts ideas. It is a great tool that you can use to your advantage and help better allocate your time!
Plan your strategy out properly to get the most of your content marketing. As you go, you’ll get a better idea of what your target audience is searching for and you can then adjust your schedule accordingly.
Here are a few things that you can add to your schedule:
- Date of scheduled post
- Type of post
- Title of post
- Short synopsis of the post
- Keywords you are going to use
- Where you are publishing it
Image and Video
Another great way to boost your e-commerce content marketing strategy is by using images and videos. According to this infographic by the InstanteStore, 65% of audiences are more likely to remember posts when images are paired with the information.
Lucky for us the e-commerce world images are easy to come by. If your business revolves around selling products, then take pictures of them and use those pictures as your content. The content of your main e-commerce site should be filled with pictures of the products you are selling. But of course, be creative with with way you take the pictures. Don’t just take a picture of the product itself. To make the picture more appealing, create a backdrop for it or place it with other props to make the image more attractive to look at. You could also feature someone using your product, giving the picture more life and reliability.
Video is becoming more and more popular in the content marketing world today. Everybody loves watching videos! At least I know I do. This just means that you can add video into your content marketing strategy. This could potentially help you get ahead of the competition and boost sales. Your videos don’t need to be a huge production (hollywood style). It can be as simple as an informational video, showing how to use a certain product. You could also use videos to complement other pieces of content. This is a great way to get the attention of new customers. And hopefully they will soon be buying customers!