E-commerce sites are becoming increasingly aware of the importance of effective content marketing. When properly executed, a content marketing strategy that includes high-quality content enables companies to raise brand awareness, boost rankings on search engines, build and engage a base of potential customers, and ultimately, increase sales.
However, as audiences are bombarded with an abundance of text, audio, and video content online, how can your business stand out? Here are five e-commerce content marketing ideas that will enable you to successfully cut through the clutter.
1) Feature guest blog posts from key social media influencers
Social media influencers are prominent users on social media with credibility in a specific industry and a large number of followers. Since they are perceived as trustworthy and authentic, potential customers are more likely to be receptive to their message rather than the barrage of corporate messaging on the Internet. The findings of a study conducted by Twitter demonstrated that 49 percent of customers have sought guidance from social media influencers and almost 40 percent of Twitter users have made a purchase as a result of a tweet posted by an influencer. This demonstrates that a strategic collaboration with a social media influencer will allow you to extend your brand’s reach by tapping into their audience.
Invite the influencer to try out your products and write an authentic blog post about their experience. For example, if your business specializes in food products, identify and build a relationship with a blogger who can create unique recipes that allow you to showcase the versatility of your products as ingredients to fantastic recipes. Feature the recipe or their post on your website, and as they promote the content to their followers, you will benefit from the engagement that this type of collaboration creates. As opposed to posts that overtly try to influence customer purchase, these types of e-commerce content marketing posts are seen as more authentic and are more likely to be well received and shared among the influencer’s audience and other social media users.
2) Include product videos on your product page
According to statistics shared by Hubspot, 90 percent of users find product videos helpful in their decision-making process, and 64 percent of customers are more likely to buy a product online after watching a video about it.
In addition to clear, targeted, and compelling product descriptions and professional photos, there are numerous advantages of including a product video as part of your e-commerce content marketing plan. Take the example of Lo and Sons, a family business that sells smartly designed bags online. The company features aesthetically pleasing product videos for each of its bags, giving potential customers an overview of features of each product.
While the main purpose of the video is to provide information to potential customers, the video medium rather than text is more likely to be remembered. Video content, being visual and auditory in nature, is much easier for potential customers to consume and remember than text. In fact, 80% of customers say they remember a video they’ve watched in the last month, which is excellent for an e-commerce business’ brand awareness and potential sales.
3) Create and post tutorials
From “how to fry an egg” to “how to build a deck,” Internet users go to their favourite search engines for any and all questions. Search engines favour websites that publish quality and consistent content. Instead of pitching your e-commerce website’s products, create helpful content such as tutorials in the area in which your business specializes.
Provide genuinely relevant and useful content to your prospective clients. Herschel, a Vancouver-based manufacturer of retro backpacks and accessories, shares a multitude of tips in visually appealing posts featured in their journal and on their website. For instance, their post titled Mindful Packing gives potential customers helpful tips to pack for a vacation. In addition to the beautifully-written article, they have included several pin-worthy pictures and cleverly added a link to the travel section of their e-commerce website.
4) Optimize your FAQs page
The Frequently Asked Questions section is a necessity for most e-commerce websites; it eases the burden of answering repetitive questions while providing content that helps with page rankings. It is important to ensure that your page is welcoming and organized and that your answers are detailed but succinct. Taking Pinterest as an example, the intuitive “?” icon located in the bottom-right corner of the page leads to its FAQs page, or Help Center, which is sleek, stylish, and organized. The page is easy to navigate, and it includes a sidebar featuring links to recent articles. Many of the questions require input from and interaction with the users and include links to various pages.
Another important, yet often overlooked, opportunity is to embed a call-to-action whenever possible, bringing traffic to product pages, newsletter signups, or the company blog.
5) Create and use infographics
Infographics are an excellent way of generating more traffic to your e-commerce site. They have the advantage of making lengthy text-heavy posts easier to understand in a short amount of time. Statistics show that people are 30 times more likely to read an infographic rather than plain text.
Infographics can also be shared across a wider range of online platforms, such as Pinterest and Instagram, when compared to text-based posts, allowing e-commerce businesses to make full use of all available and free means of reaching potential customers. Furthermore, when creating infographics, businesses can add alt text, titles, and descriptions using targeted keywords. This practice can increase SEO rankings, especially if the infographics get shared on other blogs and websites. Interactive elements can increase conversion. For example, you can add a call-to-action link or add a link to your newsletter subscription page.
Is your business planning on using the e-commerce content marketing strategies we shared in this post? Let us know in the comments below or tweet us @numinix.