22 May Content marketing tips for e-commerce digital marketers
Never underestimate the power of high-quality content marketing. In a world where e-commerce shows no sign of slowing down, staying ahead of competitors can prove challenging.
Your brand may have a great story and products to match, but it will all be for nothing if no one knows about them – this is where content comes in.
From being an information hub to building trust, audiences want to know why they should choose you over competing brands.
Ready for an increase in sales and web traffic? We’ve condensed the key content marketing tips that will see your e-commerce brand thrive.
If you’re still after some help, use a copywriting agency which can do the hard work for you and help you keep up with the latest in content marketing.
Create buyer personas
Using personas has made websites two to five times more effective and easier to use by targeted users.
Identifying your audience is the first step to developing your brand. A buyer persona is the creation of a fictional character based on your target market. An effective marketing strategy, brands can tailor their products and services more specifically.
By having a clear understanding of who you are trying to reach, you can measure whether campaigns are likely to have the desired effect.
User-generated content is your friend
Make your brand personable by using user-generated content. The truth is, people want to see your product or service in use before they make a purchase decision so they know they’ll be getting.
By using content from customers, you’ll save time and money through having content readily available and not having to pay models or shoot charges. In addition to this, audiences are more involved with your brand making them care about its success but also showing that you care about them.
Example: When a student was shamed on a dating app for wearing an ASOS dress, the company decided to make her an ASOS model and use her photos on their website. This led to major press coverage and also thousands of people engaging on social media.
Plan the type of content
When it comes to getting ahead of competitors, the trick is to present yourself as a hub of knowledge in your sector. Although you’re looking to increase those sales, why not focus on engaging audiences by being seen as informative and useful?
Research and planning is key. From how-to guides to blogs and video, focus your content on what your audience is likely to engage with.
Never underestimate the power of social media. As an e-commerce brand, social channels are the best way to reach new and existing audiences.
A top tip is to keep up to date with the latest changes and developments.update: Social media giant Instagram has launched a new shopping experience on the app. The new feature means that users will now be able to buy products they see in images without being redirected to another webpage. This means customers not only have a quicker checkout experience but also have more time to see which other products take their interest.
49% of consumers depend on influencer recommendations before making a purchase decision.
Gone are the days where people just look to celebrities to promote their favourite products. Social users are now influenced by their favourite accounts and bloggers online – and so brands are now faced with the challenge of competing for key influencers to reach their audience.
Always think about your customer and who they are most likely to follow. You can then create content to specifically target the interest of the influencer. When getting in touch, make sure you stand out by personalising your approach and why they are great for your brand.
Don’t be afraid to repurpose
Struggling to find the resources to create new content? Sometimes, the old is better than the new.
If you have a piece of content that has worked particularly well, develop it across multiple platforms or if older, revamp it to suit the current times. An effective cost-cutting alternative, brands benefit from engaging old customers and also attracting new ones for less expense.
A company that understands the value of repurposing content is Nike. The sports company ran the Breaking 2 campaign to break the two-hour barrier for a marathon. Kenya’s Eliud Kipchoge ran the fastest in history at 2:00:25. Although the barrier wasn’t broken, Nike produced articles, videos and even a documentary surrounding the event. The campaign has now reached 19 million views.
There is nothing more important than clear planning and execution when it comes to content marketing. Always make sure that who you are targeting and why is clearly defined so that strategies can be aligned. It’s also great to plan your short- and long-term goals so that everybody knows the results expected.