To increase sales is the only motive behind any business. Same is true for your Ecommerce Store too.
All the marketing efforts aim to drive traffic which would lead to conversions and finally bring in sales.
There are a number of marketing strategies which can boost traffic and improve conversions for eCommerce.
As you might have listened to the loud shouts for “Content is King”, you must be quite clear about the importance of content in eCommerce as well.
Content can actually connect with your visitors, persuade them and urge their instincts to follow your CTA (Call-to-action).
An effective Content Marketing strategy can actually increase your conversion rate by almost six times.
All you need to drive traffic, improve conversion and Return on Investment (ROI) is to create and incorporate a well-considered Strategy for content.
To help you with that, here is a guide to creating a great Content Marketing strategy for your Ecommerce Store in 2019.
Content Marketing Strategy Checklist
Planning your ecommerce content writing includes the basics.
Enveloping the most important aspects, this step urges you to
a) Define your objectives and establish KPIs.
As far as objectives are concerned, the core remains the same for every organization which is to reach out to the right and maximum audience.
But along with that, you should be quite clear about additional objectives that drive your intentions.
They can be either to improve revenues, increase sales, gain authority or grabbing social media attention.
Your well-defined objectives will help you not only giving direction but also establish your key performance indicators (KPIs). KPIs are basically the milestones which you set to measure the successful achievement of a goal.
b) Decide the type of content you want to share with your audiences.
The type of content or the form of content means how you want to present yourself to your targeted audience.
How is further divided into how you want to establish your brand in the market and with what intent do you want to present your content?
This means either you are starting afresh, or promoting an existing product or launching a new one, you need to figure out a particular type of content to reach out to people.
As each of the above said motives will dictate a separate form of content to be followed to get customer’s confidence.
Ecommerce content writing should be done with the clarity of objectives and definite audience in mind to improve your conversions.
c) Choose the right platform
Being in an online business, by now you must be quite familiar with the various platforms that help you establish your presence, drive traffic and improve your sales.
But the important question that arises here is which is the best platform to choose for your business.
This again depends on your objectives, your audience, and your budget. If you are having a restricted budget then you cant resort to Facebook ads.
In that case, you can either start with email marketing (easiest, effective and cost saving) mode or turn up to social media for increasing your brand awareness.
Along with that having a YouTube channel with videos demonstrating the usage of your products/services can help you drive qualified traffic.
Even adding blogs to your ecommerce site will help the users. Not only do they convey on how to use your product/service but also other benefits that they can have from using them.
Including pro tips or hacks are a great way to attract consumers to your eCommerce site.
Arriving at an efficient content strategy might take time, but it would help you connect better with your audience and deliver massive results for sure.
But when you have enough money, adhering to Facebook ads will help your rigorous ad campaigns to work.
Twitter can help you in gaining authority and there are so many more to choose from.
To begin with, it is advisable to start with one form of content/platform, plan your content steadily and when you get success with that then diversify to more.
In general terms people most commonly relate content to blogs. But it is not correct! Content is a far wider concept than just blogs.
Content engulfs any form of information or communication that moves from your organization to your audiences.
It might be an email, newsletter, blog, infographic, video, image that builds trust and authority among your target segment.
To establish your presence and trust, you need to brainstorm on how to do it effectively.
First of all, you need to know your audience. Google Analytics plays a key role in collecting demographic information, their interests and much more about your proposed consumers.
This information can be of vital importance as they will help you create the content that appeals to them.
Age, income, and interests can help you promote those products of your ecommerce store which they need or that can help simplify their lives in some way.
Another interesting and useful thing you can do with Google analytics is to figure out your top performing products.
You can pick say top 10 best sellers, look for relevant keywords and create content that promotes them.
Writing blogs that smartly include product promotion, creating demonstrative images that help the user know your product better and sharing various ways to use your product can help enhance conversion rate and lead to increased ROI.
You can also take help from your competition. Astonished?
Your competitors ecommerce site can actually help you to include things that work for them. You can observe their best sellers, their blogs, their social media posts and above all the keywords they use.
A content calendar is a formal schedule depicting your content marketing strategy.
For an effective content strategy, you need to keep your calendar updated.
Preparing and maintaining a calendar not only helps you remain focussed on achieving your business goals through content but also aid you in delivering the best and most to your audience.
It will serve as a reminder to deliver the scheduled posts in time and even help track the tactics as per your strategy.
When you have started incorporating more than one mode to approach your audience, in that case, calendar gains further significance.
Like sending emails, adding new videos on YouTube and even posting blogs might be a few that you have diversified too.
But until you have a well analyzed and finely scheduled calendar, your strategy might not work equally well.
Distributing the days, time slots and type of content to be shared, an updated content calendar is really important to achieve your objectives.
In a brick and mortar store, you can actually touch, feel and explore the different angles of a product. But the same is not possible for your eCommerce store.
For an online business, the quality of content is the only parameter available. QUality relates to relevance, value addition and uniqueness that your content serves to the audience.
So its high time that you focus on the quality and provide your customers with everything they need.
Quality of content for your ecommerce store relates to:
a) writing compelling product descriptions including relevant keywords.
b) posting high-quality images of the product
c) use images from various angles of the product
d) share videos demonstrating the right and various uses of your products
e) write blogs that answer consumers common questions and
f) keep your content unique and original
g) creating content that extends the solution to their problems.
Not only does the reader craves for relevant information and value but even the search engines do.
With a motive of presenting most specific and appropriate information, search engines have their ranking factors which decide the position of your content on SERPs.
B2C ecommerce content writing should always aim to add value to the consumer and make his experience amazing.
By taking care of small yet essential things like including a size chart, a section for Frequently Asked Questions(FAQs), and return policy, you can equip the customer with complete information.
Providing a size chart will not only help your customer to order the exact size that fits them, but it also helps you save transition time and cost to satisfy them.
Be it apparels, footwear, or even sports goods that need to match your height before being purchased, size charts are a great help.
FAQ sheets provide the customers with a resource which can aid them to find answers to their common queries.
If your eCommerce store serves products then the common line of FAQ sheet might include:-
And in case your store deals in services then the FAQ sheet might go like:-
Having an easy to read, easily accessible and clear return policy on each product page can help your customer choose right and with complete confidence.
Optimizing content means to make it readily available to the search engines using the most common keywords used by users to find your product/service.
As already mentioned, content is a vast spectrum. But web crawlers cannot understand a picture, or a meme or a video unless you explain it in relevant words and ranking keywords.
As of now, you are quite clear on what all should you include as content in your eCommerce website.
Now is the time to optimize the same for your users and web crawlers both.
Starting with product descriptions, they can be made compelling by adding powerful and long tail keywords.
The images on your eCommerce store should not only be high definition and presenting various angles of a product, but it should also have “Alt Text” which explains the composition of the image.
Posting videos without a title including qualified keywords along with relevant description can also ruin all the efforts that you have put in.
Same is the case with memes, blogs, case studies, and whitepapers.
As far as the blogs are concerned you should adapt to writing long post approach.
Writing posts with a length of 1900 words or more fetches you higher ranks on SERPs.
Search Engine Optimization plays the key role in driving traffic to your store.
Another benefit of posting long-form blog content again relates to SEO for bringing in more backlinks to your eCommerce store.
You can visit the Search Engine Optimization Checklist for your online store.
If you feel that long blogs would not keep readers engaged for long, then add interesting images.
Images used can be describing your point, adding screenshots, informative infographics or creating your own graphics.
Building guides for your products are a great hack. Giving details on how to use, assemble, fix and how to maintain the products for longer use.
If you are into the service industry then give your customers in-depth details of your services. What all you offer, and how can you help them should be the core of your content.
Your product/service guide should only aim to help your customers and should not be a resort to hard sell but to build trust.
Once visitors or readers find that your content actually helps them find answers to a lot of their queries and issues, they will find authority and trust your word.
Prepare guides to educate and empower your audience and then you can witness that they feel being cared about.
If you are into services, then you can create guides that resolves a big problem of your audience. Just like a Guide to Design a Landing page that converts.
Always add visuals and demonstrative pictures or videos to deliver the real motive behind.
Images, videos, memes, infographics have always been preferred by users. And among these videos have been the most favorite.
Having a YouTube channel does not need any investment at all. Even Facebook and Instagram are great Social media platforms to get connected to your customers.
So all you need to do is shoot a short video as a part of your ad campaign. Or you can even turn long text guides into videos to educate your audiences.
As far as the ideal length of the video is concerned, you should first choose the medium.
For Facebook, the most engaging videos are the ones with a duration of 1 minute.
As Instagram allows you to post a video as long as 60 seconds only, you should try to conclude the same within the allotted duration.
For verified YouTube channels, there is no specific limit to post videos. But when we talk about the effectiveness, you can start with as long as 2 minutes videos.
Once you get a good command and response from your audience then you can surely increase the duration.
As a part of effective eCommerce content creation, your strategy should include customer stories, reviews and feedbacks.
People trust their peers. This fact is best to take leverage in marketing.
Also termed as user generated content, it is the content which can attract your potential customers that too without spending any penny.
Great reviews for your products/services are actually authentic, real and trustworthy.
One of the best practices for your eCommerce content creation should be to share user reviews.
You can then approach them to give additional feedback which can help you bring the non-paid promotion of your product/service.
Adding real and inspirational and success stories might bring out the best response for your eCommerce store.
Another interesting and effective way of getting user generated content is by initiating a contest among your users.
Encourage them to send pictures, post videos and even share stories on how your products/services helped them.
Competitions are actually a great idea to make people talk about you and interact with your store.
There should an 80/20 rule in your eCommerce content marketing strategy.
20% of your time should be spent in creating the right content and 80% of your efforts should be invested in promoting and distributing it.
If you are actually doing it reverse then you are just delivering an amazing speech which is being heard by anyone interested.
Hence, to make your content work for you, you need to work out ways to reach to the right audience that too at right time slots.
You can effectively share your content over emails, on Question & Answer sites like Quora, via online forums and communities and of course leverage social media platforms.
Emails shall deliver the message to the people who are actually interested in what you have to tell. Thereby hitting bullseye.
Social media platforms has been playing quite a significant role in not only making your presence felt but also to promote your stuff.
As has been discussed earlier, finding and selecting the most appropriate platform, the timings at which your target audience gets active and what content engages them most can help deliver great success to your distribution endeavors.
On successful identification of the driving factors, creating content becomes easier and effective.
Just like creating guides help your users, similarly they appreciate pro-tips and hacks that can help in using a product in a better way.
Just like if your eCommerce store deals in women cosmetics, then providing pro tips on how to carry a particular look would work great.
Or if you have organic seeds being sold on your online shop then sharing recipes and hacks on preparing delicious smoothies or salads can help.
This will not only play as a call to action but also deliver value to the audience.
Adding a twist, you can actually encourage your customers to share their hacks and tips which they did with your products.
Insist on including your product’s image in the images or videos shared by them.
Checklists are yet another important form of content that are really important for customers.
Whether your eCommerce store deals in products or services, you can easily create checklists and help your readers to plan.
Assume you sell trekking equipments, then you can create a checklist of things that you might need on a trek trip.
In case you are into wedding planning, then you can provide your potential customers with a checklist on shopping, supplies and all the things they need to order.
Influencer marketing is witnessing quite a remarkable upheaval for any business today.
Influencers can be any celebrity, thought leaders industry influencers who have a dominating social standing among the people whom you aim to target.
Social media influencers and their impressive number of followers are responsible for the great hype. You too can consider it for your content marketing strategy.
All you need to do is list down the relevant and potential influencers of your industry. The listed ones should have the potential to help you reach to new audience, establish trust and grow your business.
Next thing you need to do is to make connections and reach out to them. Then you need to share your idea on how would you like them to partner with you.
Influencers need to be offered something to promote your product. It can be money, your products/services or sponsorship.
Once you have contracted the real influencer, you would observe noticeable increase in traffic and sales hence fulfilling the objective.
Above mentioned are the 12 steps that you should focus on while creating your B2C content marketing strategy.
Though new, but with time and keen observation you will learn how to create the right mix.
From all that has been discussed above, it is quite clear that Content is a science.
Every action has its consequences in this discipline and needs to be carefully monitored to get success.
You just need to focus on reaching, presenting and delivering the best to your target audience and consequences shall be rendered accordingly.
Experiment and experience shall take you to the next level for sure or you can hire a professional content marketing agency.
We hope that this blog would have helped you create the right Content Marketing Strategy for your eCommerce business.
For any queries, please feel free to contact us.
Until next time stay updated and keep Strategizing.