A solid content strategy is instrumental in the success of your eCommerce business. This is because you rely on content to communicate your message and market your products and services to your target audience.
To turn them into customers, however, you must focus on crafting quality content that resonates with them. The more useful and relevant they find your content, the higher your chances of converting it. In addition, they’ll see you as a trustworthy and authoritative brand, so they won’t hesitate to buy from you.
What’s more, posting quality content consistently can boost your search rankings, resulting in more organic traffic to your eCommerce website and more prospects learning about your business. Who doesn’t want that?
With all these amazing benefits good content brings, here’s what you’re probably thinking: What can I do to take my content marketing game to the next level?
Well, luckily for you, you’ve come to the right place. This post will tell you everything there is to know about improving your eCommerce content strategy to guarantee a surge in your sales. So, let’s get to it!
1. Start with a Good Content Strategy Template
Developing a detailed content strategy from scratch can be extremely challenging. However, it’s a top priority. You’ll struggle to move your audience through the content marketing funnel without a comprehensive plan to guide you.
This is where a content strategy template comes to the rescue.
This template makes it easier for you to create a plan for your eCommerce content, providing the scaffolding you need to get the job done. In addition, it gives you a bird’s eye view of your content marketing efforts and the structure of your content department, so you’ll always know the who, what, when, why, and how of your content.
So, what does a content strategy look like? Ideally, it should have the following:
- Your business objectives
- Your content marketing goals
- Team responsibilities
- Workflows and processes
- Audience personas
- Brand voice and tone
- Types of content
- Content distribution channels
- KPIs (key performance indicators)
2. Understand Your Customers’ Pain Points
Any successful marketer would agree that understanding your customers’ pain points is one of the first steps to success.
Identifying the problems your prospective and existing customers face on their buying journey can go a long way towards executing the right content marketing strategies, particularly by writing content that specifically aims to solve these issues.
With that in mind, here are three surefire ways to determine your customers’ pain points:
Post online polls and surveys
Asking your audience about the challenges they’re dealing with might be the best way to get straight answers. And what better way to do it than by conducting an online survey or poll on your website and social media platforms?
Use live chat
Setting up live chat on your website allows your audience to reach out to you with queries or problems they need solutions to. In other words, you’ll better understand their needs and unresolved pain points. It also establishes rapport with your audience and earns their trust and loyalty.
Practice social listening
Social listening is tracking what consumers say about your brand (or brands similar to you) on social media. Through it, you’ll be able to access information about your audience’s opinions and concerns, which can serve as the inspiration for your next content.
There are plenty of social listening tools available online. Our favorites include Hootsuite, Talkwalker, Adview, and Sprout Social.
3. Think Beyond Product Pages
If you’re creating content to advertise your products and nothing else, you’re setting yourself up for failure. Instead of driving visitors to hit the purchase button, you’ll only shoo them away.
Keep in mind that people hate salesy convos. So don’t expect your sales to grow if you only publish promotional content. Trust us; it doesn’t work that way in eCommerce.
You have tons of other content types to concentrate on, and unlike product pages where you solely talk about features, they can engage your audience and generate outstanding results. Here are some of them:
Tutorial or how-to videos
Most people today turn to YouTube whenever they wish to learn a new skill or how to use a product that’s unfamiliar to them. So why not capitalize on this trend by creating video content where you give your audience a demo of how a certain product of yours can solve their problems.
Infographics are always effective when conveying information in the easiest way possible. They can help your prospects and customers clearly understand their pain points and how your products can play a role in alleviating them. Plus, they’re visually appealing and highly sharable on social media!
You’ll never run out of prospects and customers curious to learn more about your products, which is why having an FAQ page is more than necessary. However, ensure that you only use it for general questions like shipping, returns, and whatnot—answer product-related questions directly on the product page.
4. Create User-Generated Content (UGC)
Another way to improve your eCommerce content strategy is by sharing content your customers create. We call this user-generated content or UGC for short.
With this tactic, you have a huge chance of converting prospects by displaying real stories or posts from satisfied customers. 92% of consumers trust word-of-mouth recommendations over all other forms of advertising.
At the same time, you’re showing your existing customers that you value them by featuring their content. If you love the idea of UGC, check out a couple of quick tips below to get started:
- Start a hashtag around your brand or specific products and encourage your customers to use it on social media
- Run a social media contest or giveaway where customers should submit content
- Ask people to leave feedback after making a purchase
- Post UGC regularly on your platforms
5. Leverage and Promote Social Proof
People who shop tend to look for reviews or recommendations about a product before deciding to buy it. They want to know more about the item, whether it’s worth the price or is as effective as advertised, from their fellow customers. This is where social proof comes in.
Similar to UGC, social proof involves sharing what actual customers say about your brand or products. It can be in the form of testimonials, reviews, trust signals, case studies, and social likes and shares.
The very presence of social proof makes you a trustworthy name to your prospects. With traditional advertising becoming less and less relevant, real voices seem to carry more weight than branded messages from companies. As a result, you can build trust with customers and persuade them to buy with confidence.
That’s a Wrap
And there you have it! These strategies may sound a bit simple, but they will greatly impact your eCommerce business.