Content marketing benefits your e-commerce business in multiple ways. It helps you rank higher on Google, build prelateships with customers, and earn backlinks and shares. Above all, you will boost your website traffic and increase customer conversion rates.
Here are a few tricks that may help you boost your content creation efforts.
Understand Your Audiences
To create content that grabs people’s attention and entices them to click on your link, you first need to know who these audiences are. Instead of casting your net wide, analyze your target customers and create detailed buyer personas.
Pay attention to their demographic data, such as gender, age, location, education, family status, etc. Observe their habits, interests, likes, problems, too. You should analyze their online behavior and habits. To create highly targeted content, you need to know what platforms your audiences use, what content they engage with, and what topics resonate with them.
Embrace Various Content Types
Not every online user has the same expectations and preferences. And, when landing on your online store’s blog, they will search for those topics and content types that are relevant to them. This is why you need to decide on the types of content you will create.
When creating articles on your blog, make sure they deliver value to your audiences. Instead of generic, short posts, create insightful stories that solve real-life problems, educate users, and build relationships with them. No matter if it’s a list, a 2000+ word guide, or a how-to article, each piece of content you produce needs to be easy to digest, written in a simple language, and backed up by fresh research.
Content on Product Pages
One of the greatest problems online customers face lies in the fact that they cannot touch or feel the products they’re purchasing. To gain their trust, you will need to create exceptional content on your product pages.
First, describe the dimensions or the capacity of the product and its color and material. Inform users about its price and availability, too. Roughly 90% of online buyers this information crucial.
Professional product photography is also important. Create consistent visuals for your site, with the same colors and layouts. Take photos of the product from multiple angles or even create a 360-degree shot of it.
In addition to using these photos on your product pages, you can also turn them into shoppable social media posts or insert them into your blog posts.
Interactive Content Types
When consuming content, users want it to be user-friendly, interactive, and engaging.
Create highly targeted quizzes, as they can boost your store’s traffic and conversions significantly. Namely, you could ask customers relevant questions on their needs and preferences. Based on their answers, the quiz will recommend their perfect product and display a CTA button for them to click and finalize the purchase.
You can also build a chatbot. AI chatbots will take customer support to a whole new level, providing real-time and relevant feedback. Above all, if backed up by a solid script, they will humanize your brand and engage users. Look at the Spiderman chatbot that gives each user a unique nickname and makes them the main character in a story. A user chooses answers and dictates how the story will develop.
The majority of your customers are visual learners, memorizing images faster than text. This is why you need to focus on visual content, too.
Create original animations, gifs, memes, and photos to spruce your articles up and make them easier to follow.
Combine graphic design and content development and create gorgeous infographics. Such content allows you to put lots of information in an engaging and digestible way.
Create enticing lead magnets
For e-commerce businesses, multi-channel interaction with customers is crucial. For starters, focus on expanding your newsletter list to grow your reach. Create valuable lead magnets, such as ebooks, ultimate guides, webinars, how-to videos – basically any content that brings value to your audiences. To use your content for free, a user will first need to leave their name and email address.
Sure, when your list starts expanding, you should send targeted emails. Segment your audiences into smaller groups, according to their buying history, habits, and needs and send them the content that is relevant to them.
When making buying decisions, online consumers focus on other customers’ experiences.
Encourage customers to leave reviews and write testimonials. Publish this content both on your home page and your product pages to prove your trustworthiness. You should also encourage them to create and share user-generated content, along with your hashtag.
You could also create customer success stories and in-house case studies, where you would explain a particular problem your customer faced and how your product helped them.
Maximize your Blog’s Reach
Creating content is not enough. To boost your website traffic and visits, you will need to have a solid content promotion strategy.
Start by choosing the right domain name registration options. You want your site to be easily findable. That’s why your domain name needs to be simple, original, memorable, and catchy. Consider using your brand name as your domain name to ensure your store is the first thing a user sees in the SERPs.
Optimize your content, as well as URLs and meta tags for popular keywords so you can rank high on Google.
Share your content on social networks. Use social media management tools like Hootsuite or Buffer to curate, organize, and share your content consistently.
Build backlinks on relevant sites. Apart from helping you boost your organic rankings, backlinks will also make your content more visible, increase your traffic, and maximize your online credibility.
Add social buttons to all blog posts. Make them easily prominent and analyze their performance. You should also highlight some key sentences in the post and get people to share them via the “Click to Tweet“ button.
Finally, repurpose content. Turn articles into infographics, webinars into comprehensive guides, lengthy articles into newsletter series, podcast episodes into SlideShare presentations, etc. This is how you will maintain its freshness and generate new traffic, links, and leads.
Content marketing can benefit your online store in multiple ways. Apart from boosting your website traffic, it will also maximize your brand awareness and build relationships with your audiences.
These tips may be your solid starting point, but note that there is no one-size-fits-all strategy. You will need to analyze your content marketing performance, A/B test everything you do, and update your customer personas continuously.