We have talked about different ecommerce strategies in our recent posts, ranging from backlink creation to CRO and influencer marketing to leveraging the right branding tactics to boost your ecommerce sales.
In today’s post, we will be highlighting one of the most critical yet often overlooked aspects of ecommerce marketing - content marketing.
The biggest mistake ecommerce store owners make is keeping their entire focus on creating keyword-stuffed blog posts that deliver little to no value to the readers.
But, content marketing does a lot more than that.
Research reveals that content marketing costs 62% less than outbound marketing tactics yet generates 3✕ as many leads.
Statistics also suggest that businesses that implement an effective ecommerce strategy enjoy 6✕ higher conversion rates than those who do not.
These impressive numbers tell us that the current year is the perfect time to put some brilliant content marketing ideas into practice to drive more sales and conversions.
If you’re looking to up your ecommerce content marketing game in 2021 but not sure where to start from, you have come to the right place.
Let’s have a look at some of the proven ecommerce content marketing tips to boost sales for your ecommerce store.
What Is Content Marketing And Why Is It Important For Your Business Success?
According to Wikipedia, “Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses to achieve the following goals: attract attention and generate a lead, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users.”
Benefits Of Content Marketing For Your Ecommerce Business
Boost Your SEO And Traffic
Ranking your website higher on SERPs is a challenge every online store owner confronts at some stage of their business cycle. Even if you have managed to get your store rank higher on search engines, maintaining its position is an ongoing struggle.
Effective and value-driven content creation is the foundation of organic search. With the right content marketing strategy, you get a chance to drive more traffic to your site and boost sales.
Establish Expertise, Authority, And Trust
Writing high-quality and relevant content is one of the ways you can establish expertise, authority, and trust.
When you create and share industry-specific content, you get a chance to showcase your expertise in front of your target audience. When search engines crawl your website and notice a heavy influx of traffic to your content pages, it automatically builds authority and trust.
Create Brand Awareness
Your target audience is more likely to share your content within their social circles, provided it is valuable and relevant. This creates brand awareness and also increases your odds of receiving more organic traffic to your website.
Improves Customer Engagement
Not all customers are created alike. They have unique needs, and there’s no universal format that you can implement to make all of them happy at once.
Some people admire visual content, while others respond better to text-based solutions. Content marketing makes it possible for online businesses to understand their customer’s pain points and create content keeping their voice and values consistent in desirable formats.
An ecommerce website with a low conversion rate is like a bucket with a hole. No matter how much water you pour in, you’ll always end up with an empty bucket.
Trying too hard is, however, not a solution. Here, the key is to look for ways that can help you strategically boost your ecommerce sales.
A meticulously-designed content marketing strategy gives life to your brand. It helps you create a brand story that your customers want to participate in. Also, it builds trust and persuades your readers to take immediate action.
Build Brand Loyalty
The biggest perk of creating relevant and value-driven content is it enables you to have a friendly relationship with your customers. Your content strategy gives your customers a set of tools that they can use as they navigate their needs.
In other words, content marketing helps you build a loyal customer base that stays true to your brand no matter what.
Now that you know what is content marketing and how you can use it to your advantage, we can have a look at some content marketing ideas to boost sales for your ecommerce store.
How To Write Content To Boost Sales On Your Ecommerce Site?
Know Your Audience And Create Content Accordingly
Let’s suppose you run a store selling plus-size clothing online. You have created a user-friendly website, added optimized landing pages, highlighted your privacy and return and refund policies, and went an extra mile by making your website mobile-responsive.
But when it comes to the content part, you started talking about trends and how models have flaunted different dresses on fashion runways. Guess what? You’ll immediately lose an enormous portion of your audience who were looking to read some personalized content on plus-size clothing and ways to look great in whatever you wear. You got that, right?
So the first step to creating a foolproof content marketing strategy is to know who your target audience is.
The next step is to create content that aligns well with the needs and desires of your audience. Whatever style you choose, make sure you use simple and understandable language. Do not use jargon. Talk to-the-point and relevant.
Prioritize Mobile Users
Because more than 52.2% of all internet traffic comes from mobile users, it is crucial than ever to optimize your site for mobile responsiveness.
Your goal is to ensure your website is accessible by people using all devices, including smartphones, tablets, laptops, desktops, and more.
After optimizing your website for mobile, the next step is to create content that’s easy to read on all devices. Use short paragraphs with H2 headings, and include lots of videos and images to encourage engagement.
Optimize Your Content For Visibility
No matter how well-written your content is, all of your efforts will go down the drain if it fails to reach the right audience.
Let’s take an example of yourself. How many times you clicked on the ‘2’ tab listed on the bottom of Google’s first page. Most of us click on websites that are listed on the first page of Google. That is where optimization comes in.
Whether it’s your home page or category pages, make sure you optimize them for the right sets of keywords.
In addition to keywords, it’s also essential to include clear and informative descriptions supported by images and tutorials so that your customers can have a clear idea of what they should expect.
Attract More Customers And Boost Sales By Writing Blogs
Another effective ecommerce content marketing idea to boost your ecommerce sales is to include a dedicated blog section on your ecommerce website. By creating additional content, you can drive organic traffic to your website.
People will visit your website, read your content, and if it is good, check out the product pages to see what you have in store for them.
Here are a few things you should consider before you write blogs for your website:
Keep your focus on providing value to the readers. Do not show commercial intent as it may look like a hard-selling tactic
Make sure the content is relevant to your business niche and aligns well with the needs of your target audience
Make sure you write posts containing at least 1500-words
Choose trending topics
Don’t brag about your products and offers
Adding CTAs is another great strategy that will encourage your visitors to take timely action. For example, if you sell health supplements online, you can add a ‘Buy Now’ CTA at the end to inform your readers what they should do next.
You can also add a ‘Subscribe’ CTA to persuade your customers to join your email or newsletter list.
When you add CTAs, make sure they don’t overpower your content. Place them right above the folds so that more and more customers can see them.
Offer Help Through Tutorials, Guides, And How-To Articles
Product tutorials and long-form how-to articles can go a long way. Especially if you’re offering any technical product, you can use this type of content to help your readers know its real purpose and use.
Display Customer Reviews And Case Studies
User-generated content contributes a lot to your site’s SEO value. Also, the reviews and comments you receive on your website act as social proof.
When you showcase user reviews on your home page, it helps other visitors make their buying decision. You can also include images and videos depicting the testimonials of your customers with your products. This strategy can go a long way.
Case studies also act as an informative form of content that you can use as social evidence proving that you have worked with reputable brands earlier.
Personalization Is Key
Gone are the days when ecommerce stores used to create a single copy and pushed it out to the masses to increase ecommerce sales.
While this strategy may work fine in a few cases, there are better ways you can create and market your content today.
2020 was all about personalization, and this trend is only expected to grow in 2021 and beyond.
Data research tools available online can help you know about the demographics and buying preferences of your customers.
In addition to these tools, you can also train your live chat agents to collect information about your customers. You can use that information to create a personalized content marketing strategy for your ecommerce store.
Include Images, Audios, And Videos
Websites with lots of HD images, videos, and audios immediately capture the visitor’s attention. You must have seen ecommerce websites with an introductory video on the homepage. Similarly, many online sellers embed videos on category pages showcasing the benefits, features, and uses of products.
Since you cannot offer the same tactile experience present-day customers are enjoying in the physical shopping world, these images and videos help potential customers make their buying decision at the same time boosting your ecommerce sales.
You can use our ‘Product Video’ tab to add videos to your product images. This add-on is incredibly simple to use and doesn’t require any coding knowledge either.
Use Great Headlines And Subheadlines To Hook Your Readers
Instead of throwing a big chunk of text in one place, it’s better to divide your content into headings and subheadings.
Dividing your content into headings and subheadings adds clarity and gives proper structure and formation to your content.
Create headlines that are interesting and to-the-point. Similarly, choose an attention-grabbing title that hooks your reader’s interest and helps them decide whether they should invest their time in reading the entire piece or move to some other page.
Proofread And Edit Your Work
There is nothing worse than poor-quality content with lots of typos and grammar errors. It not only looks unprofessional but also increases your website’s bounce rate.
So before you present anything in front of your customers, make sure you spend some time reading your work. Carefully check your content for grammar mistakes, spelling errors, and typos.
If you’ve given references to famous publications and authors, make sure you link those studies and surveys as well.
In a nutshell, content marketing is well worth your time and resources. Integrating a compelling content marketing strategy into your business framework isn’t tough either if you have a creative spark.
While we have tried our best to include all the best content marketing ideas one can implement to drive traffic and boost ecommerce sales, there is still so much left. Remember, there’s always more that can be done to improve your ranking and conversion further.