ISO 9001:2015 , ISO 27001:2022
The value of content marketing reaches across all niches and the area of e-commerce is not left behind. Content marketing is the kind of advertising that stimulates and inspires the target audience to take specific action by content.
In this post, you can discover four measures throughout content marketing that you can take as the owner of an e-commerce shop that will lead you to an improvement in your conversion rate and revenue. Plus, thanks to technology, we’re also going to drop some content marketing resources that will give you the help you want.
You don’t need to be a guru to try marketing content. But first of all, let’s lay some foundation before you take your first step.
You may operate your eShop from the comfort of your laptop to your secure browser, but just like any brick and mortar enterprise, you need to know your ideal customers like the palm of your hand.
The success of this content marketing approach depends on how well you know your target customers.
What exactly are the things you’re offering in your eShop for?
Don’t offer a vague answer like “girls who like jewels” or “people who like nice logo teas.” If you want to take full advantage of content marketing, then you need to be crystal clear about who you’re selling your products to and allow them to help you generate the kind of content that can make your business grow.
What exactly are the things you’re offering in your eShop for?
Don’t offer a vague answer like “girls who like jewels” or “people who like nice logo teas.” If you want to take full advantage of content marketing, then you need to be crystal clear about who you’re selling your products to and allow them to help you generate the kind of content that can make your business grow.
The reason this is important is that knowing exactly who you’re targeting makes it so much easier to target them. You have a laser focus on who your customers are and you’re not going to have to waste time on people who aren’t your customers. So you need to be specific with them:
- Age
- Gender
- Location
- Occupation
- Likes and dislikes
- Activities they’re interested in
And then shape as simply as possible a summary of who your target customer is. One clever platform that will help you gain insight into your target audience is Quora. You can use it as a search engine or find keywords that are important to your niche. What you get is a collection of questions people pose about that keyword. When you go through the reports and read the answers, you will start to get more information into who your potential customers are.
Now that we’ve got that out of the way, let’s just jump right into the content marketing moves you’ve got to take.
- Zeroing user social media patterns
Once you have a clear idea of who the ideal customer is, the next item on the agenda is to learn where the perfect customers are.
Social media is a great place to get right in the middle of your target customers. There are 3.5 billion people online and more than two-thirds of them are on social media.
You need to learn the kind of material that will cater to your target audience to kickstart your content marketing activities. You need to figure out which site they spend their time on and research why they use their time on social media.
This step is crucial because it will point you in the right direction:
- How each social media platform is used
You log in to the social media platform for a variety of reasons, such as watching videos, scrolling through photos, or reading short captions. Knowing this will help you define the type of content you should post on these platforms.
- What kind of material draws their interest to these sites
When you understand which channels your potential clients invest the most time and why you will be able to know which material they love the most. This will help inform you about the type of content you can create when you’re implementing your content marketing strategy.
- Which time are they most involved on these platforms ?
Every platform has its peak periods when the target audience is the most involved on those platforms? It’s the perfect time to post, tweet, and even plan your advertising. Getting active at a moment where your target is the least active would ruin the marketing effort and it will be a complete waste of time. The infographic below will guide you when the peak periods are.
- Mastering content formats
You will continue to have a deeper understanding of your target audience by now. You likely have already started to develop some marketing concepts that you’re positive they’d be involved in.
There are so many different types of content that you can create to advance your content marketing strategy. Material may mainly come in the form of script, video or audio. Whatever form of content you choose to go with, you need to bear in mind that your content must be something that educates, entertains or enlightens your audience. The aim is to provide interest.
Here are some ideas that you can get started with:
- Tutorials – There are a lot of people out there who will appreciate a detailed tutorial on how to use it, depending on the type of items you sell in your e-commerce store.
- Product Reviews – Before determining whether or not to buy an object, people are looking for product reviews. This is a good way to attract the focus of your target customers.
- Listings – Who doesn’t like it? Listings such as “Top 10 Christmas Gift Ideas” or “Six Things You Need to Start a Bullet Journal” are creative ways that you can mention items that you sell in your eShop while providing value to your audience at the same time.
- Product set of Reverse Engineering Competitor
Who said getting a sneak peek at what the peers are doing is a bad thing? As a newbie to content marketing, it’s a great way to get feedback about what plays on the market and what the target audience considers fascinating.
Watch what content other eShop owners (especially big-time e-commerce stores) are doing and how they leverage their content to turn their target market to sales leads.
Buzzsumo is a handy tool that will tell you the kind of content your rivals are making. It gives you the ability to analyze which topics worked best for your competitor and, by extension, what kind of topics you need to create content around. And tell yourself this:
- What’s the most common thing you notice?
- How are your ideal customers responding to the content?
- How can you put your own spin on their approach and enjoy the same results that they enjoy?
Reverse engineering the content of your competition can serve as a reference to what you can apply for in your market. We did so, and they’re getting the attention of your target consumer, so why not you?
- Application of content enhancing
Now you’ve got the content prepared and posted, what’s next? Information is basically useless unless it is accessible and the way you do it is by through your attempts to deliver information. This is where the information you collected in the first tip is going to be handy. Knowing the behavior of your ideal social media clients and the peak periods when your ideal social media customer is active will help you know where and when to share your content.
Stick with two to three platforms to prevent you from spreading too thinly. But note: it will not be enough to share your content once! You’ve got to push your content out regularly. This article by Louise Myers gives you a fair idea of how often you should post on every social media platform.
Scheduling tools like Buffer, Hootsuite, and Coshedule would help ensure that your article the recommended number of times a day. You may plan your posts for a day, a week or even a month, and each post will be automatically updated at the exact time you schedule it.
Furthermore, this doesn’t mean you’re going to have to email. The idea is to put your content in front of as many of your ideal customers as possible so that they know about you and buy from you as well.
It’s your turn now
The selling of content is a system. But if you follow through, you’ll be able to get the momentum you need to help your e-commerce shop expand and increase your sales. Yet note, you’re not going to see progress immediately.
But as you learn more about your ideal client, create and distribute your content, you’ll slowly begin to see that you’re not only building customers, but also adoring fans.
Thank you so much for reading!
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