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To make your ecommerce business shine you must create effective marketing and due to the digital nature of your company, content marketing is an excellent choice. This concentrates on content such as blogs, social media posts, videos, and other mediums to push your business, its reputation, and products.
But how exactly do you do this? You can start by creating a content strategy for ecommerce. Having a clear strategy gives you focus, allows your employees to work effectively, and means you get the best use out of your available marketing budget. Below, I take a look at 6 ecommerce content marketing strategies you can try.
An ecommerce content marketing strategy has to reflect the aims and goals of your business so don’t just jump into these suggestions without any forethought.
A common mistake I see businesses making is spreading their content marketing too thin and trying to work on multiple channels. This can work, but instead of diluting your marketing potential, why not concentrate on the channels that complement your business the most, and which are already giving you the best results?
For example, would it be prudent to learn about ecommerce blogging if you have already established a successful YouTube channel? Do what works for your business and concentrate on content channels that are a natural fit.
Content marketing has the potential to be incredibly visual compared to traditional marketing so a great thing to do is to lean into that. Remember that in the ecommerce space, customers cannot physically touch or see your products or services, therefore emphasizing them visually on mediums like your product pages, website, social media, and blogs can work wonders.
The aim is to leave the customer under no illusion of what your products are, how they look, and their context. Product photos, for example, should show the item from multiple angles either with static images or the use of 360-degree photo tools. You should also aim to show the products in use or in their correct context as this helps customers visualize themselves using the product easier.
Influencers are becoming increasingly popular on various platforms such as Instagram, TikTok, and YouTube and the power they can wield for your business is amazing. The business/influencer relationship is relatively simple – the influencer agrees to promote your product or service on their channels and in return the business either pays them and/or gives them free products.
This type of content marketing is easy to maintain too as the influencer is doing most of the work – they might create a video review of your product for example, or showcase it on their Instagram feed. All you have to do is build the relationship, create the contract, and monitor the results.
Images are amazing for content marketing, but they sometimes lack character and personality and this is where video marketing shines. With video content, you can showcase what your company is about, the vibe you want to project, and the personalities behind it all.
People watching video content can easily identify with the business, build a bond of trust quicker, and make an emotional connection which is often essential for ecommerce marketing with the absence of physicality and being able to touch and hold your products.
Make sure your video content is authentic too – don’t try and create fake personas or act in ways that you usually wouldn’t as customers will pick up on this quickly.
It’s not merely enough to write a blog or a product description – you have to write amazing, unique, and interesting content that grabs customer’s attention and makes you stand out from the competition. This can also help with impactful SEO for ecommerce website platforms so don’t underestimate the power of compelling written copy.
Blog articles could tell a story or use emotive language to create emotional connections for example. Your product descriptions could use real-life examples too such as cases where people benefited from using them. Do whatever it takes to make your content stand out – just don’t make it plain and boring!
Social proof is positive content from customers about your business and/or products. In today’s social media-driven world, social proof is especially important and most people will have their decision swayed if they see something positive about a product.
For example, I know that I only ever buy products that have positive reviews and a decent star rating. Social proof is a powerful type of ecommerce content marketing to use and again because it’s generated by the customer, it’s cost-effective too.
Examples of social proof include blog comments, product reviews, product star ratings, testimonials, and social media comments. Make sure that you do a little moderation for your social proof, but it must be authentic and without coercion.
Having a clear content strategy for ecommerce allows your marketing efforts to be focused and yield the best possible ROI. If you make your content stand out, you can give your ecommerce business a competitive edge and give customers a reason to choose you. It also helps build trust, brand awareness, and reputation.
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