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:

1. Mobile 

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​

4. Visuals/photos

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

5. Sign-ups

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

Wrapping up

Keep measuring:
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!

Gone are those days when online shoppers became loyal to brands that allowed them with the great product offerings and an easy purchase experience. 

Today, with hundreds and thousands of sellers selling identical products across the web imagine how competitive it becomes to survive in the ever-growing eCommerce sector.  

Every eCommerce site owners try and offer content, product images, offerings and layouts in their own unique ways; all in an effort to gain a competitive advantage and divert more and more audience to their online store.  

The focus on user experience has been the key for any eCommerce business and the evolution to digital lookbook.

Lookbook- The buzzword for eCommerce business owners

If you haven’t adopted this promotional strategy for your online fashion store, then let me tell you a number of business owners are already gaining opportunities to increase website engagement level and multiple sales orders for their online store.

Many designers and online fashion retailers have already changed their way of presenting products from offering still images to a collection of photographs in an interactive format. This is done to enhance user’s experience and help them make better purchase decisions.

Lookbook examples from leading fashion brands 

• J.Crew​

​
Ways that a Lookbook strategy can increase conversion for your eCommerce store:

​The major focus of a Lookbook strategy is to enhance customer’s experience; however, business owners who think of adopting this practice for their online fashion stores can also result with improved conversion rates.

Let me tell you how?

-Bring a life in your product offerings

Instead of showcasing your product offerings in the old standard format will be replaced by a set of photographs that can help you create a theme or story. 

Having an ability to display your products in personalized styles will instantly strike your customer’s imagination and encourage them to quickly add the product to the cart.

​-Act as a source of media

If your customers like your Lookbook, they will immediately start talking about your brand in their networks. And, Lookbooks usually involving more of visuals automatically is capable of holding more and more customers on your site for long. 

The innovative you get with your Lookbook, the better chances of increasing visits and sales opportunities for your online fashion store.

-Get a chance to engage your customers

​Lookbook is already a trending topic among fashionistas over social media sites, especially Pinterest. It’s seen many online shoppers pin their favourite purchases and products which can be viewed and followed by others in their network.

Integrating social media button in your lookbook strategy will help you grow your visibility over the web, as such platforms are trusted by online shoppers to gain reviews and make better purchase decisions.

Shopify Lookbook Theme 
Eliminating the hassle of coding, Shopify allows eCommerce store owners an opportunity to create multiple lookbooks in no time. 

Offering a responsive theme, this eCommerce company is also helping online fashion store owners create customized product catalogue in which they can define the layout option, product photographs, navigation style and typography option. 

What’s the future for Lookbook strategy? 
As most of the online fashion brands embrace visuals, being innovative with your lookbook strategy is the key. With images being replaced by videos for promotion, the next step is adapting a video lookbook strategy for your online fashion store.

Offering clickable links throughout the video can help you enhance engagement, as well as, sales opportunities for your eCommerce business. 

Alternatively, with Pinterest allowing shoppers to pin their favorite styles and products, keeping a tap on other social media platform to create a lookbook would certainly help you divert potential customers at the click of aa button.

Summing up
A virtual lookbook is surely shaping the experience of online shoppers, and adopting unique layout strategy you can offer customers a brick-and-mortar shopping experience, from the convenience of their home. 

For innovative fashion owners, the results of a Lookbook are near endless!