Whether you sell shoes, furniture, books or appliances, content marketing is crucial for your eCommerce business. As a business owner, you need to learn how to position your offering in the most successful way that drives your business, creates value, builds trust and informs your consumers about what you have to offer. But what does content marketing actually mean for your business? What makes it different from what you already do to sell your products and services? This article will give you information about key ecommerce content marketing activities that will help you to attract and convert prospects into customers, and customers into loyal buyers.
What is content marketing?
Content marketing is the process of promoting a brand by creating and distributing content related to the product or service. It’s one of the key ways to stand out within your industry and shine a light on the products while providing value. Content marketing uses blogs, podcasts, video, and social media sites as a vehicle for smart online marketing strategy. It also plays a big part within search marketing activities, as well-written and optimised content ranks well in Google search results helping people find your business.
When it comes to eCommerce content marketing, there are a few great concepts that are worth adding to your strategy.
1. Create How-to Videos
How-to videos are an easy way to hook people into your content, especially if you sell a niche product on your site. Never underestimate the power of teaching. For example, if you are a homeware store that sells anything from home décor to kitchen utensils, you could create a series of videos featuring the products and showcasing how to use them in a specific situation. This could be ‘How to Make The Perfect Christmas Dinner’ using various kitchen utensils sold in the shop or ‘How to Style an Empty Wall’ with picture frames sold in the shop. The possibilities are endless here. Go beyond your products and give creative advice that people are craving when it comes to creating a homely space. You can use how-to videos within your website, product pages or any social media platforms.
2. Use Photo-Heavy Content
Imagery is essential to eCommerce businesses as providing a visual representation of the product is one of the key drivers for a sale. Fashion or shoe brands are a great example when it comes to great quality imagery. Again, same as video, imagery can be used and distributed throughout various channels and the possibilities are endless.
One Kings Lane, for example, sells all kinds of houseware – from picnic tables to mid-century modern dressers, to vintage globes. If you visit the “Live Love Home” page, which basically serves as a blog, you’ll be presented with amazing magazine-quality images.
One Kings Lane provides really useful content, while combining it with beautiful, well-placed images. Visitors can be engaged by highly visual content and be inspired to purchase items shown in the images in order to recreate the same space in their own home.
3. Be Interactive
Interactive content can provide a unique selling point for your eCommerce business. You can be interactive with your eCommerce audience by hosting contests, using games, points, or rewards to attract users; asking site visitors to do something, like share, repost, or fill out a contact form; conducting surveys and polls on your website; asking for ratings and reviews, and enabling blog comments. Interactive content also allows you to personalise the shopping experience. Personalising your eCommerce content to offer up a tailored product for each visitor can increase conversions by 30% or more. For example, eCommerce site Birchbox created a quiz called “Find your facemask soulmate” that takes buyers through a journey ending with a product offering that’s irresistible.
Reebok’s ‘Be More Human’ campaign and interactive microsite is another great example of how to encourage customers to participate. The campaign incorporates a number of really innovative interactive features: visitors can calculate their ‘human score’, discover how fitness feeds the brain, and upload their sweaty post-workout selfies in the ‘destroy your selfie’ gallery.
4. Shine a light on your customers
Building a community of loyal customers is important to eCommerce businesses. It’s always great when customers are able to become a part of the brand by showcasing the products online via their own channels. For example, Made.com uses Instagram to show how its customers use the furniture they purchase. It’s a great use of social proof and user generated content (UGC) which provides potential customers with ideas, and suggests to them how many happy customers the site has had.
5. Get creative with FAQs
The FAQ page is an area that gets lots of visits on eCommerce stores, but does it show off your company culture? Think about whether or not you want to reveal a goofy or professional culture and let it shine in the FAQs.
When it comes to the UX for FAQs, a user’s sole goal is to get the answer to their question. Finding exactly where a company addresses a given question is essential. Use categories such as “Pricing and Payment” or “Accounts” with large headlines for each category so the information is presented in an easily understood, systematic manner.
Content marketing is one of the best ways to engage with your prospects. Since it is primarily based on sharing interesting and valuable information, people will become receptive and appreciative towards your eCommerce website. And while you are consistent at it, you can build strong relationships with your prospects, which will convert into sales for your eCommerce site.
Have you had success using content marketing for your eCommerce business? Let us know in the comments below or via social media. And don’t forget to subscribe to receive new articles straight to your inbox.