When creating an e-commerce, the main objective is to make sales and ensure a good return on investment. You don't think about creating content. And yet, a content strategy has many advantages . This is why it is essential to think about and develop a content marketing strategy as soon as you think about starting an e-commerce activity .
What are the benefits of content marketing to increase your e-commerce sales?
Improve the natural referencing of your store
New content has a strong added value for your content strategy . Beyond answering consumer questions, Google algorithms will enhance your website in terms of SEO.
Indeed, by creating content, you earn SEO points from search engines. By promoting your offer or by promoting your expertise, you will use relevant keywords. This use is probably unconscious. However, the specific vocabulary of your field of activity gives prospects the possibility of finding your e-commerce more easily.
Plus, creating new, diverse content on a regular basis helps deepen your internal linking practice.
When creating an article, the goal is to highlight the products of your store . The strategy is to integrate links already belonging to the site to motivate users to click and become a customer.
For example, you own a store selling organic products. You decide to publish an article on the benefits of this type of skin product. In it you will integrate product links related to your comments.
This practice motivates consumers to stay longer on your site. The bounce rate will drop. Your e-commerce gains digital popularity and you improve your position in the results rankings.
Increase your site traffic
According to figures given by Search Engine Journal , 90% of web traffic comes from the first Google results .
This data seems consistent with consumer habits. As soon as a need arises, they automatically go to the search engine to find the answer to their question.
By placing yourself in the first results with a content strategy, you increase traffic to your store thanks to natural referencing (SEO).
Hubspot looked at the presence of blogs on sites. According to them, 55% of site traffic on the internet comes from published blog posts.
Focus on creating quality content to motivate people to visit your e-commerce . As soon as they are on your site, the important thing is that they are won over by the quality of your writing.
Gain the trust of Internet users through content marketing
The creation of content or content marketing allows Internet users to know and analyze your skills. By answering their questions, you will gain their trust. You create an emotional connection with them.
When prospects obtain a product on the internet, it must respond to a problem.
In order to establish yourself as a must in the market, give all the necessary answers to users. Show that you understand their problem or the objective to be achieved. By providing a solution, you retain readers and gain a loyal audience.
Consider the possible issues and solutions provided by your offer . After identifying the topics to be discussed, speak with sincerity. It is by being transparent with consumers that you gain their trust.
Have more leads
Gaining traffic to your store is a good start. However, one of the big advantages of content marketing is that it generates leads.
This approach gives your business the ability to communicate with prospects via email . The contact points left on your site give you the opportunity to know the visitors of your e-commerce and communicate with them regularly.
To do this, create engaging content aimed at guiding the consumer.
Boost your conversion rate
Integrating content into your sales funnel increases your store's sales . Developing a content marketing strategy on your site has a considerable advantage: motivating prospects to buy.
According to a study by the Aderbeen Group , companies that create content have a much higher conversion rate than those that don't (2.9% vs. 0.5%).
By creating targeted articles with the right information, you reach your target. Your words will convince them to become a customer.
However, the results do not appear directly. You have to be patient to reap the rewards of published content.
Create engagement with content marketing
The best way to reach prospects and communicate with them is to give them the information they need . With this interaction and useful exchange, consumers will see you as a source of reliable information. As soon as they need your offer, they will come to buy your products.
To go further, do not hesitate to share the content created on social networks. You will gain more traffic and probably new customers.
Save money
If you want to develop your store, the actions to make yourself known can be expensive.
The advantage of content creation is that this practice is not expensive . According to figures from Demandmetric , content marketing costs 62% less than other practices and generates 3 times more leads for businesses.
Beyond the constant traffic that articles can generate, your business does not need a large budget.
Have a good Google EAT rate
Google has unveiled the importance of the EAT score (Expertise — Authoritativeness — Trustworthiness) for its algorithms and the ranking of results.
Shops have an obligation to look into this data to gain visibility and improve their score with the search engine.
Content marketing allows you to work on these three points:
Expertise: talk about partners, production, your suppliers, have complete and optimized product sheets, write articles regularly on a blog...
Authority: ask for official certifications, earn labels from recognized organisations, etc.
Reliability: bet on the security of the site with the use of https for example, allow customers to leave opinions on products, answer essential questions with the creation of a questions/answers page
Tell a story with strong storytelling
Because of the digital barrier, creating a connection with consumers can be difficult. Having a store, your main concern is to link Internet users to your brand.
To do this, tell a story around your concept . Users need to know who you are and know your background.
If you wish, you can join a fight or a cause with a contribution to an association. This approach must be sincere and consistent with your values. Otherwise, your brand image will be put to the test.
Ability to understand your audience through content marketing
When establishing a content marketing strategy, you must ask yourself the right questions in order to know the needs and desires of your audience.
You will therefore put yourself in their shoes:
- What are the existing questions around your field of activity?
- What are the doubts about your offer?
- What do they want to see?
To reach your target and have effective content marketing, create a buyer persona. This is representative of your perfect client. This approach helps you understand how to sell your products.
What are the steps to create a content marketing strategy adapted to your e-commerce?
1. Understand your audience
Before you jump into creating your strategy, you need to start by identifying and understanding who you want to reach out to.
If you communicate with all prospects, you won't reach anyone. You need to target and have a specific audience.
Define:
- age
- sex
- The geographical area
- Tastes ( likes and dislikes)
- Consumption habits and activities practiced
The answers to these criteria will give you the guidelines for your work.
However, these elements may vary depending on your marketing campaigns. When creating your content, always ask yourself these questions. They are beneficial for creating qualitative and relevant content.
2. Know the habits of your audience to create your content marketing strategy
The goal of content creation is to reach consumers, answer their questions and create a connection. However, by being everywhere, you are nowhere.
When creating your content marketing strategy, analyze user habits:
- Are they on their phone more often?
- Do they prefer to view your content on a computer?
- What social networks do they like?
Thanks to these questions, define your axis. For example, if you are targeting 15-24 year olds, presence on networks like Instagram or Snapchat is essential to increase your sales. This generation Z is connected.
On the contrary, if you want to reach 30-45 year olds, your approach must be different.
3. Choose the type of content
In the beginning, do not disperse. Choose a type of content on a specific platform. Nevertheless, make sure to choose the perfect place to develop your content marketing.
If you don't know where to start, bet on emails.
According to figures from the Content Marketing Institute , 74% of B2C marketing experts use this channel to interact with prospects.
If you are launching a promotion, a new range of products or if you are setting up a campaign, do not hesitate to send an email to all your customers and potential customers.
This practice makes it possible to reach Internet users in their daily lives and to establish more personalized communication.
However, if you are not comfortable with this approach, bet on publishing relevant content on a blog. See how a business blog can be effective in building a relationship with consumers and driving conversions.
4. Create Guides
The next step in having an effective content marketing strategy is knowing what content you are going to create.
To get started, feature guides on your store . They must give details on the use of the product, how to mount it or what are the solutions to repair it.
Thanks to these guides, you reassure the prospect by sharing important information and you reinforce their desire to buy. However, be careful not to have a commercial message.
This content must only show the solution to a problem with videos, photos and explanatory texts.
5. Show your offer
To guarantee the success of your e-commerce, prospects must be able to visualize your offer. The strategy is different from physical stores where consumers can touch the product.
In this case, bet on the creation of videos. You can use them in different ways:
- Advertising campaigns
- Webinars
- Explanatory videos
- Customer testimonials ## 6. Highlighting essential information
Faced with a shop, consumers are always reluctant. In your content marketing strategy, the objective is to reassure them. Fill in all the characteristics of the products on your site.
Do not hesitate to create a question/answer page with precise information concerning:
- Home delivery or pick-up point
- Shipping costs
- delivery time
- The return and refund policy
On your store, provide all the information to reassure prospects. Transparency is fundamental to ensuring the success of your content marketing strategy.
7. Create a specific lexicon for your field of activity
Prospects probably need your offer. However, it is possible that they are new to it or that they do not understand your vocabulary.
To help and support them from a distance, create a dictionary with all the important terms.
Indeed, to prove your expertise and knowledge in this area, you will use specific words and expressions. In order not to lose the prospect, highlight your lexicon with all the explanations. This approach is good for your business because you educate users and strengthen the bond.
8. Distribute your content on social networks
In order not to blend in with the digital mass, consumers must know of your existence. If you don't push your content, they won't find you. This is why you need to promote yourself.
Include this step in your content marketing strategy.
The most well-known tool for promoting your content is social networks . However, do this broadcast strategically. Don't waste your time on a platform if your target isn't there.
To deepen your strategy
- Create an editorial calendar to organize content productions and be regular in publications.
- Identify the relevant tools to help you with daily tasks: emailing tools, CRM, social network management, content creation, results analysis, etc.
- Outsource all actions requiring special expertise. You can also outsource if you are short on time.
- Make a structured plan that matches your goals and desires. To have impactful content marketing, you need to be organized.
What different types of content can be created for relevant content marketing?
After following all these steps, you will be able to have effective content marketing to your target.
However, what are the elements to produce to captivate your audience?
There are many types of content to increase your sales and retain your customers.
E-commerce blog posts
Creating an e-commerce blog is a good strategy for creating quality content and capturing targeted traffic from future buyers.
You can carry out interviews, interviews, customer feedback, presentation of articles or the company, highlighting production and suppliers, helping consumers with "lifestyle" articles in your field of activity... To motivate people to click on your production, think of a catchy title. It must respond to a problem or put your finger on a revolutionary solution.
Creating introductions that attract readers will keep visitors interested in the topic and build a stronger bond.
Present qualitative visuals
The photo is proven on social networks. Video has an essential sales force for the success of your store. As a result of a study , it has been proven that the video format convinces 73% of prospects to buy. To take advantage of the benefits of this content, integrate it into your product pages.
Here are some video ideas to make for your business:
- How to do
- 360º product presentation
- Interviews with collaborators/suppliers/professionals
- Animation
- Live broadcast
Create a link through email
Many companies do not dare to use this communication channel for fear of being intrusive or of being considered as spam.
However, accompanying the prospect throughout his purchase has a great strength of loyalty.
You can send an e-mail to:
- Confirm order
- Thank you for the purchase
- When the parcel is dispatched
- Make sure the customer has received their order
- Ask for their opinion after a few days
- For birthdays and special dates
The customer experience
You have the possibility to highlight the customer experience through various formats such as a video, an interview or a case study.
This type of content will boost your sales through the power of social proof that you cannot overlook.
Adapt your podcast content
Some people don't have time to dig into written content. Make the most of consumers' time by allowing them to listen to your content.
For example, if you have a baby products store, your target is pregnant moms or new moms. At the start of motherhood, they probably don't have time to read your articles on your e-commerce blog. To adapt, you can offer podcasts. In audio format, you are more likely to hit your target.
In order to guarantee the success of your store, put in place a content marketing strategy . It will boost your sales and your digital presence until your business becomes a must in the market.
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