Content marketing is vital, and most modern brands know it. Even though they know it, that does not mean that they are good at it. Most of the time, they do the opposite. Unfortunately, only a few B2B marketers think that they are good at content marketing while most of them do not know what an excellent content marketing looks like.
But content marketing for an eCommerce site is challenging. Most eCommerce owners produce content that is still “sale-sy.” This kind of content can be a turnoff. Now, if it is not too obvious, it could still lead to lost sales.
Many eCommerce owners think that content marketing requires a blog. But it is more than just having a blog. Even though a blog can be a great start, it still requires mastery. In this post, you will find some useful content marketing tips that you can implement on your eCommerce websites.
Offer Content To Help Customers In Making An Informed Decision
You can market your content successfully by not sounding too salesy. Doing it this way will help you drive sales. Instead of pushing your product, make sure to offer content that is helpful for your customer.
The most useful eCommerce content marketing is the one that tackles reviews or offering information about the types of products that the company is selling. You can also choose to provide user-generated content, like reviews. However, this strategy can fail if you receive several negative reviews.
You can also provide gift guides or curated lists to give your audience numerous products in one list. It is an effective way to market your products without being too pushy.
Focus Not Only On Conversions But Also Leads
It is a clear sign that your marketing efforts have worked if your prospects turned into customers. You also want to know how many of those visitors converted into paying customers after they landed on the content piece.
As a content manager, you should not just focus on conversions. Make sure that you look into other factors, such as email subscriptions. Your email subscribers can be your future customers.
Then, look into the number of shares on your social media accounts. High numbers mean that your content resonates with your audience. Because they can relate to it, they will share it with their friends and connections.
Now, if your content is pushing your eCommerce site higher up, it means that it is generating more leads than your competitor’s.
Measuring the success of your content marketing can also be done by analyzing how many quality backlinks your content or site has received. The more backlinks from authoritative sites you get, the stronger your domain’s authority will become and Google will consider it as a trust signal. As a result, it will improve your rankings while it increases your organic, quality traffic. Building reputation is a must if you want to generate leads and sales in the future.
Develop A Content Strategy
You must have a long-term content marketing strategy. It should be produced for various platforms, like newsletters, social media, blog posts, etc. Part of that strategy must include a content schedule. That is, how often you must post and where it must be published.
Before you evaluate how successful your marketing is, you must give yourself up to six months. When you analyze your strategy, look into those areas that work and did not work. From there, you can restructure your plan and start again with a new comprehensive plan.
You should never be afraid to fail. Failure is how you learn.
Avoid Managing Many Channels
Having several channels to market your brand can be a norm. However, you need to stay focused. Make sure you can manage all channels you use to market your brand. Never do a lot of platforms that you cannot manage. Always ensure that the number will help you manage them while tailoring your content to the demographic you are serving.
The best number will be four. They are not too many or too little. Having four platforms can help you easily manage and tailor your message and cross promote your content.
Include Clear Calls To Action
Successful content marketing strategy includes clear calls to action at the end of every blog post. These calls to action will allow your readers to learn more about your site and go from one page on your site to another. Calls to action would include signing up to your email newsletter or clicking on your product.
Your call to action for your eCommerce site is different from the call to action of sites that only raise awareness. The action should be as close to your sales funnel as possible. The goal of a call to action is always to get your audience to click the add-to-cart button.
Engage Your Customers
If you want your customers to be interested in your products or brand, make sure that you tell a great story all the time. It is how you engage with them that can help in driving eCommerce sales. Now, if you can create content that can make your readers comfortable about your brand or confident in their purchasing decisions, these users will likely to engage with your brand and site and convert into paying customers.
On the other hand, if you fail to tell a great story, they will leave your site without converting or adding a product to their virtual cart.
Should You Hire A Content Marketing Specialist?
Since the most popular search engine, Google rewards site that offers high-quality content, you should consider hiring people who are experts in providing your audience with excellent posts. These posts do not just mean blog posts, but they could also be videos and images.
Now, if you cannot hire a content marketing agency, you can try freelancers who are also good at content marketing. They are more affordable than hiring an agency. Plus, you can easily find freelancers with incredible talents in creating excellent videos, images and copywriting.