Email is a great way to start with your eCommerce content process. As noted by Campaign Monitor, for every £1 spent on email, it generates on average, £38 in ROI when done right. There is a range of ways you can send personalised emails to your customers, including welcome emails and promotional events. Seasonal and holiday-themed emails can help boost your sales, while you can also notify buyers when an item they have previously added to their cart is about to go out of stock or is put on sale.
In terms of content marketing, you can also use email to better inform and entice prospective buyers. Personalisation is key – tailoring your outreach to the right users based on their interests – but once you have customers email addresses, it’s a great channel to communicate directly with your target audience.
As an eCommerce business, you might face difficulties in getting inbound links, as other site owners are often reluctant to link to product pages. A great way to get around this is to create engaging content and submit it to guest blogging platforms within your sector. If your article gets accepted, you’ll be able to promote your brand, increase traffic on your website, boost your website SEO, and enhance sales.
The key to effective guest blogging is ensuring that you are always writing for the site’s audience, as opposed to being overly promotional. Longer posts generally see more success in this regard, as they contain more detail, and are thus, more informative for readers.
Provide examples in your content, which your audience can then connect to and take inspiration from. Give your readers actionable information, and use visual elements like images, videos, graphs etc. to maximise engagement and interest.
Storytelling is one of the best, most effective ways in which eCommerce businesses can connect with prospective buyers, and also generate traffic and social shares. Through storytelling, you can build your brand image and gain customer loyalty. Before you start, however, you should decide on what kind of stories you want to share. This approach should be based on:
- Your target audience
- Values and beliefs of your audience
- Your products and services
- How your offerings can help buyers
- Your brand messages
Add an emotional element to your stories, and encourage your satisfied customers to share their real-life experiences. You can also provide insights into the origins and mission of your business, or even join a cause you believe in through storytelling.
YETI, for example, is known for creating captivating stories about family, adventure, and survival, using documentary-like videos that boost interest within its target market. The brand is adept at visual storytelling and has garnered thousands of views on YouTube. Instead of directly selling its coolers, it created “YETI presents” short films to bring people into the YETI community.
eCommerce businesses need to go the extra mile to ensure their content is engaging and interactive, enabling them to establish their authority, increase their conversion rates and drive traffic on an ongoing basis.
But there isn’t a one size fits all eCommerce content marketing strategy – you need to understand your target audience and develop a content plan based on that knowledge. The above tips can, however, help you in improving your content strategy and building trust with your audience.