I’m sure you may have come across a number of content marketing articles in the past, this is another one :)
Have you ever imagined why content is always the most discussed topic?
Content marketing isn’t new, however, with the evolution of eCommerce and technology online shoppers are constantly finding ways that can allow access to products and information in the most engaging way.
In this crowded market, are you earning maximum visibility for your products? Despite your best offerings, not having an appropriate content marketing strategy can hamper your eCommerce business growth.
Therefore, I decided to come up with this article to help sellers focus on those content boosters that will be preferred by online shoppers in this year 2016.
Let’s take a look at them:
In a report by Statista, the mobile internet users resulted to 52.7 percent across the globe. It also estimated an approximate 10 percent more users will access online content through their mobile devices by 2017.
If you overlooked the importance of mobile in your content marketing strategy, try and offer the content layout that can best sync to an individual’s devices.
- Offer more and more content in the form of videos
Like any other sellers, you may be running an SMS content marketing campaign. But, instead of offering information in words, why not market it over small video clips and send it as an attachment.
Allowing access to your products and offers in the form of a video can trigger customer’s mind to take action on-the-go.
2. Social commerce
Rewind a decade and you’ll realize that social media platforms were merely looked as sites to make new friends and chat with them. Today, as per another report by Statista, over 70 percent of the United States population had a social networking profile, which is expected to reach approximately percent by the end of this year 2016.
Considering the above figures, I’m sure you would not like to overlook the importance of offering great
content across your multiple social business accounts.
- Be present on multiple social media sites and automate content management
Facebook, Instagram, Pinterest have already increased its popularity among online shoppers. However, ignoring the important of running your content marketing tactics across other popular social media platforms can lose your audience who may not be present on other leading platforms.
Automated content can offer a win-win situation
Hootsuite- a social media management tool is sound among successful sellers that is helping them to automate and manage content and post while offering powerful insights on performance for each strategy you’ll perform on your social media business accounts.
3. Website blogging
Considering the returns of a blog page to be not so instant, many sellers avoid this long-term engagement source in their content marketing strategy. Ecommerce owners with limited budget often overlook the importance of this source, however, it can make wonders if it compliments your online store.
What you can do?
The uniqueness of your content will determine the performance of your blog page, however, the way you present will add-on the customer’s engagement level. You may cover the best topics and trends; however, adapting a boring theme for your blog page can lose you admirers.
Lookbooks can be an alternate of a blog page, which has been adopted by leading fashion brands from across the globe.
Example of an innovative content-offering page from Forever21
As shoppers are unable to feel and touch the product while purchasing online, the impact of visuals and images will continue to be major elements to influence their purchase decisions.
Considering the fact more and more sellers are seen to be offering visual-impact shopping experience, displaying irrelevant, or even, excessive images can annoy online shoppers.
What you can do?
Try and offer personalized visuals and images in your product descriptions and call-to-action buttons across your selling website. Relating your products to one’s routine instead of only showcasing your products, will add personalization to your content marketing strategy and improve performance.
Example of visual merchandising from Victoria Secret
Last, but the one of the earliest content marketing methods, email is still the king. You will see a number of sellers offering pop-up boxes to allow online shoppers subscribe and stay in line with their latest content and offerings.
Are you one of them? Do you get sufficient sign-ups?
Allowing online shoppers a sign-up box for your email subscription is surely helping sellers many opportunities to re-target customers, however, not offering a reason for sign-up will automatically lead to poor conversion rates.
What you can do?
Small discounts are helping sellers improve their email sign-ups, however, using the strategy repeatedly can eat up capital, as many online shoppers do so in order to take an advantage of the discount and may not be interested in your email marketing campaigns.
Apart from offering monetary benefits, why not trigger the customer’s mind with content that reflects a value and makes them feel worth to sign-up for your email marketing campaigns.
In addition, contact management software will help you organize your customer’s details at one place, allowing to analyze the demand and offer excellent content to your customers, always!
Example of an effective sign-up content layout from Gap Factory
I’m sure every online seller produces content to attract and engage shoppers, however, the way you offer your content is essential.
With the above tips, you can ensure your focus in offering content in a way that really matters to any online shopper, however, constant tracking and measuring your content performance against those areas will help you understand what is missing.
And, that’s the key to the whole content marketing fuss!