Unlike other forms of content marketing, e-commerce marketing strategies don’t just focus on driving visitors to sites. With just a few words, great writers can raise brand awareness, convince shoppers to buy products, and generate articles that users share throughout social media. As it’s rare for any website visitor to enjoy a ‘hard sell’, striking the right balance is often challenging.
Considerations for Content Marketing
First of all, which products do you want customers to associate with your brand? Whether it’s your best sellers, or you’re launching something new, you need to determine where to focus your SEO efforts.
You also need to develop a social media-friendly strategy. As a relatively low-cost means of propelling marketing efforts, social media has the potential for your company to gain a larger audience. How-to guides, buying guides, manuals, and tips for using items are more likely to gain social media shares than simple product descriptions.
Determining which types of content to use is also important. Younger audiences may enjoy videos, mobile-friendly content is near enough a ubiquitous requirement, and infographics are always worth considering for delivering a concise-yet-fun message.
Increasing Product Buyers vs. Increasing Visitors
Most importantly of all, you need to choose between increasing your product buyers, and increasing site visitors. Visitors who click onto your website without purchasing anything aren’t necessarily useless. If your content has great social media sharing potential, you’ll grow your audience and reach more prospective customers. Such content may not always direct customers to a product; for example, how-to guides. Surprisingly, it’s the small tactics that propel conversion rates. From having clear contact information and solid guarantees, to testimonials and catchy headlines, little tweaks can make a big difference when you are directing customers towards specific items.
If the idea of developing an effective e-commerce SEO strategy makes your head spin, consider reaching out to a professional.
12 useful content marketing examples from ecommerce brand econsultancy.com
5 Ecommerce Content Marketing Trends for 2016 practicalecommerce.com
How To Increase Conversion Rates forbes.com