In this episode of our brand new content marketing podcast, Wilson goes through some of…
When it comes to driving more sales for your e-commerce store, the first thing that comes to mind is probably running ads right? What if I told you that you can double your sales without needing to pour money into ads? This is the power of content marketing. If done correctly, you can increase sales, traffic, awareness, and growth.
Did you know that the average conversion rate with content marketing is up to 2.9%, compared to only 0.5% for sites not utilizing it. If you’re not leveraging content marketing as a growth strategy, then now it’s the time to get started.
Start by selecting one form of content
Don’t spend any time-wasting money and energy on trying to handle all forms of content across every platform. The quickest way to get started is to decide with a single purpose, meaning a single type of content and platform. Which one is best suited for you will all depend on your product, service, niche market, and customer base. However, if you are struggling with coming to a decision, you can always begin with email content.
A total of 74% of the most successful B2C marketers are utilizing email as their primary way of distributing content for one simple reason because it works!
Email marketing continues to provides some of the highest return on investment. If you want to further narrow down your view, automated emails are much better than manual. Automated welcome emails, promotion emails, and event emails are some of the most common types of email content marketing.
Having a new sale, campaign or promotion?
A great method to drive traffic and boost sales is to email past customers in order to inform them of this development. After all, you know these people have already enjoyed purchasing your product or service.
But what if you have no clue on how to create automated email marketing campaigns? In order to get started as soon as possible with content marketing, select a medium you’re comfortable with. Do you know how to integrate a blog section to your e-commerce site and write a blog post? Or maybe you are already making some videos and uploading them to Youtube? If so you should continue to make more. Simply decide on whichever one you think you can get up and going the easiest.
Once you start seeing some success and you have a great handle on the medium you’ve selected, then you can branch out to other types. You can always repurpose a piece of content from one form to another platform. For instance, you could turn a blog post into a podcast or a Youtube video sometime later.
Set up product or service guides for your customers
Deciding on how to share your content is a single decision. The other is deciding on what you should be sharing. A quick and simple way to pull this off is to put up a guide for your customers. Provide the appropriate resources on how to use, assemble, or fix your products.
Offer in-depth information about what services you are offering. Creating content for your customers that can provide information and answers questions is a fantastic way to drive trust. It can also help with moving them through the purchasing funnel to the ready-to-buy phase. And it’s a great way to share information on product updates to retain customers.
Make sure you utilize these guides as a location to educate customers and not to simply sell your product or service. Guides should be used to show your audience that you actually care about informing them and helping them make the best decisions. Visual aids are also a must when coming up with these guides.
Consumers will want to see how things work and what they look like. They wish to have the capability to visualize how to use and care for products. A fantastic way to pull this off is by combining information and visuals into a guide and making it become an infographic. If you manage to create a great one, people will share it, which should provide links back to you and help further increase your reach to new potential customers.
Remember, education is the key to generating more sales in e-commerce content marketing.
Share customer stories
Sharing customer success stories is super necessary. People buy because other people buy.
You’re showing any potential customer that other customers enjoy purchasing your product. More so, you’re also getting your customers to do the content creation for you, making it real, authentic, and cheap to pull off. Sharing customers success stories using your products or services is another fantastic option available to you. Have you already manage to gather some positive product reviews? Reach out to that customer and ask them to provide further information.
Try to use original or inspirational stories, and then request permission to share what you’ve managed to gather. You can also create competition to stir up encouragement for customers to share stories, pictures, or videos that help further promote your product. A competition among fans is a fantastic option to boost interaction and get people talking about your business.
One of the most common questions that people will ask before buying something is, “does it really work?
In order to make things much easier to convince potential customers, it’s possible for you to include case studies on your e-commerce website. Make sure the case studies you place up highlight how your products or services helped meet your customers’ needs. When other people with similar needs read these studies, there’s a higher chance that they’ll also want to buy from you.
Pinterest is one of the most undervalued social media channels out there for marketing especially for people who run e-commerce stores.
In case you’re not familiar with it, Pinterest is a social media channel that allows users to save images from anywhere on the web to a collection or some people refer to it as a board. Think of it as a public Instagram channel for brands.
You’ll be surprised at how many people make purchases after browsing Pinterest. For brands, it has become one of the most engaged social media platforms to interact, advertise, and generate high-purchase-intent traffic.
I used to run a few e-commerce stores myself and Pinterest was a big driver in e-commerce revenue. Most people only think of Facebook and Instagram, but Pinterest is highly undervalued as an alternative marketing channel.
Provide research studies or white papers
Ok, let’s take for example you’re selling a hair loss product that is made with ginger. The ideal buyer would want to know the benefits of ginger and why it actually helps them prevent hair loss.
Research studies and white paper are capable of providing information about wider broad topics, unlike case studies. For example, a case study may cover how your specific product is capable of helping a customer out.
A research study reveals how that type of product helps customers. If you manage to provide details on how your email marketing program has managed to expand your customer sales that are considered a case study. But you provide tons of details on how email marketing increases a company sales, that’s labeled as research study. Although, it does need to include tons of solid research across multiple companies in order to qualify.
While research studies are not company-specific, they can still be offered to help customers decide on you over the competition.
The reason? Its to build trust. They will be more likely to see you as an expert in this field. Moreover, customers will like not having to change from one website to another to gain the proper information they require. There’s already tons of information available to the public that you can use to design your own research study and white paper.
The fantastic thing about high-quality, well-researched sources is that they will end up being re-shared, referenced, and even linked to. If you manage to develop a solid reputation as a resource center for your niche, you will garner tons of backlinks from other websites referencing your content. From bloggers, marketers, and journalists who need to be able to find research on a consistent basis, which leads to them eagerly linking reputable websites that have taken the time to gather solid data, especially if it’s been presented in an easy to read manner or visual format.
Developing your own link-worthy content resource center will take some time. You’ll be curating the “best of the best” when it comes to content that focuses on your industry.
In-depth blog post and guides
This is what I call “top of the funnel” type of content to drive brand awareness. In these blog posts, you shouldn’t be promoting your product directly. Instead, you should be trying to educate the reader and drive more traffic to your store.
For example, if you run an e-commerce store selling rave gears, you might want to put together simple guides on the best gears that you must bring to a music festival. People are always searching for topics like these and they’ll remember your site after reading something useful.
There you have it. A list of ways for you to finally get started with creating your own content straight away. The first thing you need to do in order to lift off is to decide on which medium you’re comfortable with. Then choose a content type you feel is a great match for your business, skill set, ability, and customer base. Once you’ve gotten started, you’ll discover tons of information out there to help you further expand the content marketing efforts and help you improve beyond.
Looking for quality content marketing that works and drives results? Feel free to get in touch with us and we’ll set up a custom content marketing plan for you.