How to Improve Ecommerce Marketing Strategy?
In today’s fast-paced online world, you want fans, customers, and prospects to be able to find your company and eventually buy your products. However, in today’s noisy ecosystem, it can be difficult to gain visibility.
To increase traffic and sales, most ecommerce businesses rely on paid advertising, email marketing, and social media. These channels are necessary, but they are insufficient without the content that fuels them.
Publishing relevant content that adds value to your audience allows you to connect with them and, as a result, improves the effectiveness of your marketing efforts. Here are five different ways to use content to improve your ecommerce marketing strategy.
1. Create Custom Images
Ecommerce businesses sell products, and image promotion of these products is especially important. Great images are your best bet for promoting products, launching a campaign, or gaining attention on social media.
The point is that you must create images that connect with your audience while also serving your brand. This frequently entails creating custom images rather than relying on stock photos as placeholders.
These customized images can be used across the web, from email marketing to blog posts, landing pages, and social media sites.
2. Turn to Video
It goes without saying that people enjoy watching videos. After all, when compared to text, videos provide a lot of content in a short amount of time.
According to a Kleiner Perkins Partners report, video now accounts for 74% of all online traffic. According to Recode, videos on Facebook are viewed for approximately 100 million hours per day.
Certain types of videos are more effective than others when it comes to marketing ecommerce businesses. Here are three different kinds to try:
Product videos – According to econsultancy, 96% of today’s consumers find videos useful when making an online purchase. A product video allows you to demonstrate your product in action, painting a clear picture for your audience.
Instructional videos – According to Search Engine Land, searches for the keyword “how to” on YouTube are increasing by 70% year over year. It’s easy to see why: internet users frequently seek out videos to assist them in locating the best products or completing tasks.
Emotional videos – When you can connect with someone on an emotional level, you have a better chance of convincing them to buy your products. That is why videos with the explicit goal of eliciting emotions perform so well.
3. Leverage user-generated content (UGC)
When it comes down to it, people trust other people more than they trust brands or advertisements, 71 percent of consumers believe that reviews from other customers make them feel more comfortable making a purchase decision, while 82 percent believe that user-generated reviews are extremely valuable.
User-generated content (UGC) allows you to capitalize on what your audience is already saying. Investigating UGC can help you increase engagement with your audience, gain a better understanding of your customers, and aid in your SEO efforts.
Let’s take a look at some of the different types of user generated content you can use for your ecommerce business.
Product reviews and ratings – Product reviews and ratings serve as social proof. Reviews foster a sense of trust, which increases customer confidence. Customer reviews that include user-generated photos allow shoppers to connect on a more personal level and imagine themselves using your product.
Questions and answers – Including a questions and answers section on your product pages can add a lot of value. Having the option to ask questions allows visitors to request any missing information, and your published answers will benefit not only the visitor who asked for it, but all future visitors as well.
Social media posts – For an ecommerce business, social media is a highly effective engagement channel. If you don’t already have a following on social media, your UGC campaign may not take off on its own.
Pro tip: If your target audience isn’t producing content on their own, you can encourage them to share their opinions about your products on social media. In exchange for an honest review, some ecommerce retailers offer a coupon code or a blog feature.
4. Create blog posts for your audience
While video content is popular, written content continues to play an important role in ecommerce marketing strategies.
After all, the written word allows for elaboration and nuance. Furthermore, the ability to communicate detailed information at the readers’ pace makes written content a natural fit for instructional materials.
For the best SEO benefit, make sure your blog is hosted on your website or ecommerce site.
Monica Vinader, a jewelry retailer, for example, offers written content through Monica’s World, a blog filled with articles about founder Monica, her travels, and the products.
5. Try out interactive tools
Engaging your audience with interactive content is a great way to do so. It allows you to interact with current and prospective customers, allowing them to get to know you better.
As a result, many ecommerce stores offer social media contests, polls, and surveys.
Campaign Monitor recently developed an Email Marketing Scorecard to help marketers assess the health of their email marketing program. Quiz takers not only gain actionable insights, but they also interact with the brand.
We’ve discussed five different ways to use content to improve your ecommerce marketing strategy. Remember that content is most effective when it is highly relevant and targeted to your consumers, so experiment with different types and formats to see what works best for different channels. Do more of what works once you’ve found it.