5 Content Marketing Tips to Improve Your eCommerce Sales
A fact of life is that it’s never been easy to run a store. Substitute ‘store’ with ‘online store’ and that statement holds even more ground. With competitors popping up every day, each vying to have the loudest voice that attracts the most customers, it’s safe to say that eCommerce is a dog-eat-dog world. Thankfully, content marketing is there to help you out. Whether it’s a blog post, an article or a video, content will help you engage with your audience, build a positive relationship with them and, of course, improve your bottom line.
As Aumcore, a top digital marketing agency, says, you’re in a relationship with your consumers. This means that it’s all about marketing your brand — how does your audience see you? Do they trust you enough to give you their money? Do they see you as enough of an industry leader that they’ll choose you over someone else? If they don’t — if they neither like you nor trust you — why would they go to you?
That’s exactly why you need content marketing; because you need to connect with your audience, build awareness of your brand, its products, and services, and educate them on why you’re their best option. If you don’t, you’ll miss out on the forecasted $2.8 trillion that will be spent on retail eCommerce worldwide in 2018, a number that is expected to jump to $4.8 trillion in 2021. And this, in turn, is why you need to pay close attention to these 5 content marketing tips that will give you a much-needed boost to your eCommerce sales.
1: Listen to Your Audience and Tailor Your Content
“These days, people want to learn before they buy, be educated instead of pitched.” - Brian Clark, Founder and CEO of Rainmaker Digital
Whatever you do, in the end, it’s all about your audience. It doesn’t matter if you churn out content that’s engaging, informative and all-around good if it’s not what your audience wants. So, what do they want? What do they care about? What do they want to know about you and your products? Once you know the answer to these questions, you can tailor your content specific for them.
The thing is, if you want to be an industry leader and sell more, you have to provide something valuable that your audience won’t find anywhere else. For example, browse blogs and forums to get an idea about what they want to know. In the end, consumers are more likely to convert if they see something they care about, and you need to make this happen by listening to them and tailoring your content according to what they’re saying.
2: Similarly, Tailor Content for Its Intended Platform
You always have to tailor your content for its intended audience, and your audience will invariably change from platform to platform. For example, content on Instagram tends to be more visual and engaging than content on LinkedIn, so you’ll do well to post HD images on Instagram and articles on LinkedIn.
Going through the major social platforms, Instagram is very visual and an excellent place for content that fosters brand awareness; Twitter also highly visual and tends to capture moments in time, making it wonderful for interacting with your audience and engaging in back and forth discussions; Facebook is wonderful for building relationships with your audience and strengthening it over time; and LinkedIn, as the more ‘business-like’ of the platforms, should be reserved for B2B brands or B2C brands who want to share more technical or informative content.
3: Focus on Quality, Not Quantity
If you want to convert, focus on quality, not quantity. In terms of content, this means well thought out posts that are tailored to both your audience and its outlet, and that do more than skim the surface. Sure, you may get more links by posting and posting, but this won’t necessarily help your store perform better. In fact, it may actually do the opposite if you annoy your audience with content that’s obviously only there to build links. Instead, you need quality content that increases your authority within your industry and will actually convert them.
4: Attach an Influencer to Your Brand
A very good way of increasing your eCommerce sales is by attaching an influencer to your brand. As Neil Patel said,
“[t]he idea behind [influence marketing] is simple — you partner with trusted people in the community who have large platforms that can promote your brand. These people can convince their social media followers to emulate them by purchasing your products.”
Think of it like a high school with a popular clique that starts all the trends in the school. Their fellow students look up to them and, when they start doing something new, want to do it as well. In the same way, influencers start trends their followers want to emulate.
5: Create a Content Calendar
Finally, create a content calendar and stick to it. For those who are unfamiliar, content calendars are editorial calendars that keep everything organized in an easy-to-understand manner. They contain things such as upcoming posts’ titles, descriptions, keywords, word counts, outlets, and backlinks and so on, and allow you to get an overarching look at your content so you can better allocate time and resources.
Content calendars are also excellent for keeping the conversation going with your audience by making sure there are no breaks. For example, you can schedule posts ahead of time and switch up the content type so that you’re not bombarding a particular channel with the same thing time and time again. You can also tailor content specific for each step your customers will take on their journey through your sales funnel, ensuring they get the right content at each touchpoint until they convert.
Let’s Take a Second Look
Content is and will always be king. This is why 86% of B2C marketers make use of content marketing, and of the remaining 14% who don’t, over half are planning on starting within the next year. If you’re not part of the former, be like the latter and shake things up with the tips we covered today:
- Listen to Your Audience and Tailor Your Content
- Similarly, Tailor Content for Its Intended Platform
- Focus on Quality, Not Quantity
- Attach an Influencer to Your Brand
- Create a Content Calendar
Best of luck!
About the author:
Matthew is a content writer for Aumcore, a digital agency based in New York City that specializes in eCommerce development solutions. He writes on a variety of topics that range from eCommerce marketing strategies and SEO to mobile application development.