For all e-commerce businesses, regardless of industry, you will never achieve success without a proper content marketing strategy. By creating valuable and attention-grabbing content, it’s going to help your brand build trust with your potential and existing customers, allowing you to establish yourself as an industry leader and increase sales and drive more traffic to your site.
If a visitor lands on your site, it’s typically because that user was looking something up on a search engine and the information on your site was relevant to their inquiry. By having helpful and informative information on your site, that visitor is likely to stay on your site longer, which will improve your bounce rate, indicating they’re more likely to convert from prospects to customers.
Ultimately, all your efforts in improving your e-commerce marketing in 2020 will play in your favor, if executed properly. Everything from building trust and creating a better user experience to generating more revenue and improving your ROI, the importance of content marketing and the impact it has on your e-commerce business will indefinitely grow your customer base and drive sales.
Take a look at how you can improve your content marketing this year for your e-commerce store.
Tell the Lifestyle of Your Brand
From an early age, we’re told stories to entertain us and to inspire us. That reason alone is why storytelling has become such a success in the world of content marketing. In fact, storytelling is one of the most effective ways to connect with your audience on a deeper level to humanize your brand.
Let’s say your e-commerce business is a coffee brand. Telling your brand’s story wouldn’t just be telling your audience how delicious your coffee is… Telling your brand’s story would be telling your audience how your grandparents travelled the world searching for the perfect blend of coffee beans and passed the recipe down to you.
That story gave your audience a sense of family tradition, adventure, and even elitism…
To incorporate storytelling into your e-commerce content marketing, consider the following:
- Share the struggles of your brand in how you earned the level of success you have today.
- Put the spotlight on people who are the embodiment of who your products help.
- Encourage customers to share their stories on how your products help them.
Storytelling is extremely powerful, and for lots of people, they’re the heroes in their own stories. By associating your brand with this type of storytelling, you’ll not only establish trust in your brand, but your audience will soon view your brand as a trusted friend.
Use High-Quality Images
High-quality images play a huge role in every e-commerce business, whether it’s product images or content images.
With product images, existing and potential customers want to be able to see exactly what they’re getting. They want to see the product from every angle, and the zoom option is now a standard for product images.
For e-commerce content like blog posts, you need to incorporate high-quality photos that are relevant to the topic of the blog post. Typically, you’ll want to have your photo right under the title so that the reader has a better experience consuming your content.
Think of the blog post photo as setting the stage for the forthcoming content, making it a more enjoyable read…
Take a Stance
For so long brands have been afraid to take a political stand on anything for fear that it might cause them to lose customers. But you know what they say… “if you don’t stand for something, you’ll fall for anything.”
The thing about taking a stand through your brand is that you have to be true to your brand and what and who it represents. According to Forbes, if your brand is going to take a stance, it can’t be a stance that you think your audience will like, it has to be a stance that you and your audience truly believes in.
Before utilizing this tactic, whether it’s through YouTube, Instagram, Facebook, or Twitter, make sure you’ve conducted thorough research on facts to make sure your message resonates with your target audience. You may be risking alienating some of your customers and followers but the customer loyalty you’ll get in return is well worth the risk.
Create a Blog
Creating a blog is one of the best ways to keep your audience engaged and informed about your content and any updates with your brand. Your blog can have everything from how-to videos on how to use your products to blog posts that simply are relevant to your target audience. The key is to make sure that the content you have on your blog, regardless of the format, is relatable to your audience.
Incorporate Interactive Content
Think of interactive content as the online version of instant gratification for online shoppers. For most e-commerce businesses, tangibility is the biggest complaint among online shoppers. That reason alone is why it’s so important to have high-quality photos on your site, first and foremost.
Interactive content is actually something being used across multiple industries. Customers can upload a photo of their face and see what a shade of makeup looks like on them; They can upload a full-body picture of themselves and virtually “try on” clothes; And a really fun form of interactive content is uploading a photo of a room and seeing what a particular piece of furniture looks like in that room.
At its core, to improve your e-commerce marketing, you’re going to have to go back and look at the problems that are associated with your products and create content that helps your target audience solve those problems through your products.
These six tips might be easier said than done, of course, but that doesn’t mean you have to go it alone. Whether you need help with content writing for your blog posts or help with your visual content, you can turn to shopify.com and browse their services offered by experts.
Just make sure that you keep at the forefront of your mind that your content marketing efforts need to be focused on creating memorable experiences for customers through your brand. That’s what’s going to create brand loyalty and drive customer acquisition.