The best way to make your eCommerce business visible to more of your target audience is nothing else but content marketing.
And, it is perhaps the best way to better spread your business presence too.
Out of all the business organisations out there, 92% consider content as their most valuable business asset.
And, why not when a robust content marketing strategy has the potential to help you earn up to 3x more ROI when compared to paid search.
And, if you own an eCommerce business and are looking for better ways to market and earn more, having a great content marketing strategy can really be of great help.
But the question is,
How Can You Get the Most Out of eCommerce Content Marketing?
Well, speaking of the same, we are going to discuss seven key ways that can really help you charge up your eCommerce content marketing strategy.
Buckle up!
Embrace Niche-hub Blog Strategy
The basic of a niche-hub blog strategy is nothing else but establishing your eCommerce blog as a resource for others looking for enriching content in your niche.
In order to do this, you need to start with incorporating your blog in your eCommerce website.
For the same, you can easily make use of WordPress as it is considered as the best blogging platform where you can get your hands on several types of plugins.
These plugins can effectively help you to accomplish various tasks in order to manage your blog page, effortlessly.
Now you need to get started with picking a host where you can store all your blogging files.
While choosing one, make sure that you have uptime as your first priority and make your choice accordingly.
Let us give you an example to help you understand better. If you deal in HVAC pipes, start a blog page containing several types of resources such as blogs, articles, images, videos, podcasts etc.
This will help you become a resource for people looking for important information regarding your niche.
Similarly, HubSpot deals in the niche of marketing, sales, website, as well as support. And, that is why you will find similar content in their blog page too.
So, it is quite clear that a niche-blog strategy can really help you boost up the number of website visitors.
Encourage UGC or User Generated Content
Have you heard of word of mouth?
Well, if you have then let me tell you, UGC or user generated content is somewhat similar. The only difference here is that in UGC people get suggestions from other customers by going through a content, rather than through verbal medium.
Yes, so, in order to generate a buzz, UGC can really prove to be quite useful.
Stats say, 85% of the layman audience get influence by UGC or user generated content rather than a brand content.
Get started with asking your target audience by asking them to upload the best photo or video of themselves with your product through a contest.
You can also ask them to add hashtags that are relevant to your brand. This will help you get more visibility and will pull more audience to participate in the given contest.
Recently an Australian fitness brand started such a campaign where they too asked people to participate in a photo contest where they were required to share a photo of themselves with their flagship product on their respective social media profiles along with relevant hashtags.
This campaign boosted their reach up to three times compared to what they had before.
Adobe has also adopted a similar UGC strategy where they asked designers and artists all over the world to share their respective artworks that they have crafted using Adobe products.
They called it the ArtMaker Series.
Adobe later on used these user generated content pieces for product promotions as well as for expert endorsements.
Make the Most Out of Prevalent Content Formats
Measuring user engagement can give you the best idea about how well your eCommerce content marketing strategy is performing.
Now, as you have a huge base of target audience and considering every human mind is different, you need to cater to the tastes of everyone who’s under your radar.
So, let’s check out which of the content formats can you utilize in order to do the same.
- Blogs
HubSpot says, businesses who focus more on being consistent with their blogs and keep on producing them gain 67% more leads than the rest.
So, if you wish to generate such huge traffic and acquire as many leads as possible, make sure you start crafting content that your audience finds to be relevant, engages with them, and enriches them with quality, all-encompassing information. And, lastly, don’t forget to incorporate long tail keywords in your blogs so that you can keep up with the user intent, and not just keywords.
- Videos
A study performed by Cisco confirms that by 2022, 82% of all global internet traffic will incline towards videos over textual content. So, it is quite evident that in no time, you will have to move on from textual content to content that contains both text and videos.
Start today, and you will be all set with your videos and textual content till we reach 2022.
- Images
You will rarely find any blog content out there on the internet that does not contain at least a single image.
This is because, images help you by grabbing the attention of your audience a lot easier compared to just the textual part of your blog.
And, clearly that’s the reason why content pieces that have images in them are successful in grabbing the attention of 97% more audience than the rest.
- Infographics
Similar to images, infographics are also quite useful in making your audience grasp heavy load of content in a very easy way. Yes, infographics are capable of delivering complicated content in an easy-to-understand way.
Moreover, they are also quite successful in gaining more engagement and social media shares compared to other forms of content.
- Research Articles
The content pieces that are successful in getting the most backlinks are none other than the ones that contain original research, offering new, fresh as well as actionable insights for your target audience to engage with.
Not just research articles attract more audience, but they also help your website gain more authority over your niche in the eyes of Google due to the high number of backlinks they get.
So, to get the most out of them, start doing surveys today and perform tests. Now whatever results you get out of them, share those with your audience. That’s all.
- Webinars
Outgrow says, an average webinar is successful in generating audience up to the number of 260. And, that’s quite a lot.
Now, you can easily increase this number just by inviting an influencer to your webinar. Yes, that’s all it takes.
Now, all you have to do is, giving out valuable pieces of information to your target audience and that will be enough for them to get converted into your customers.
This is also because, while interacting with you in the webinar, your audience will feel closure to you a lot more than they feel while going through your videos or textual content.
- Lists
The common man loves going through lists. Yes, that’s because, in this fast-paced life, lists help them get the most out of your content without reading it entirely.
These types of content are also more attractive as they are capable of condensing important information into several small points that are easy to grasp.
Now, to find out which kind of content your target audience love interacting the most, you can utilize Google Analytics. Check the stats of your various formats of content and start focusing more on those which have been successful in gaining more attention.
Boost Up the Loading Speed of Your Website
The loading speed of your website is one of the most vital factors that regulate your conversion rates.
Hence, boosting up the loading speed of your website is quite imperative.
And, if you wish to increase the traffic of your website audience as well as the organic rankings of your website in the relevant search engine result pages, then it is high time to focus on taking actionable steps to boost up the loading speed of your website.
As per Google Page Experience, website loading speed comes under the important factor of Page Experience.
Yes, you cannot expect your audience to wait for your slow website to load. So, the necessity of focusing on improving the same is quite evident.
Now, the best way to do the same is making use of a CDN or Content Delivery Network for most businesses out there.
Although, when it comes to smaller businesses, it becomes tough as CDN or content delivery networks are expensive and not all businesses can afford them.
And, if you do not have a great traffic, or if your niche is not that crowded, affording a CDN can also cost you a lot more.
Here what you can do is substituting CDN with a cloud storage. It would be a lot of affordable compared to CDN.
Yes, all you need to do is picking a cloud storage from a reliable service provider such as Google Drive, Microsoft Onedrive, or Sync, and just leave your files there for direct public access.
Just don’t forget to keep your confidential files blocked by robots.txt.
Besides the above-mentioned way and optimising content, you can also try using AMP or Accelerated Mobile Pages. They are quite handy, although, a good lot of businesses out there do not consider them as safe.
Craft Country-specific Blogs
Global News Wire says, by 2026, B2C eCommerce across borders is expected to stand at $4820 billion or above.
Nothing can make you happier than this if you are an international seller.
And, this piece of statistical information should be enough to convince you to start with crafting blog content that is country-specific, based on a robust content marketing strategy.
Not all people are the same. However, you can easily segment them according to what country they belong from.
Hence, it is safe to say that the country of origin of customers do affect their purchasing behaviour.
So, if you want to acquire them all on an international level with your country-specific content strategy, you need to get a good hold of a few things first.
These are,
- Create and share content that your target audience of a specific country find relevant, locally.
- Leverage content related to and promoting your business, and get them crafted by local authors.
- In order to make sure that local brands of a specific country love you, you need to promote products that are locally available and are manufactured by local manufacturers.
- People have the tendency to have a thing for local people and influencers, more than anyone else. So, make good use of strategy by targeting local events to promote your brands through influencers who are also local.
- Lastly, you can also utilise these local influencers to run country-specific marketing campaigns to attract more audience, and create a strong impact on the market with your content.
Here, you can take the help of a few examples to get a better understanding of this trick.
Have you ever noticed that brands like Amazon have websites and ad campaigns which are country-based? Yes, they create content that local audience can relate to. Not just that, people also find it more convenient to interact with a website or brand that feels local, or should we say familiar.
Now, speaking of the same, Shopify also follows a similar strategy of crafting content that is country specific.
In fact, they also crafted this piece of content to inform Indian brands about engaging with more Indian audience during the seasons of Indian Premiere League.
Yes, Shopify created this piece targeting sellers in order to help them grab the most of sales from their Shopify stores during this prime cricket league that gets organized in India.
Better Your Social Engagement Strategy
Having a robust social media presence can really help eCommerce businesses a lot in increasing their sales.
And according to BigCommerce, it is approximately 32%. Isn’t that great?
Now, as you already know that people interact more with visual content, social media also focuses on the same.
So, eCommerce businesses can easily make the most out of social media by posting, images, videos, infographics, etc., in order to use them to make their followers make successful purchases.
Facebook is a widely used medium for businesses to promote their brand and products. And, speaking of a brand that relies completely on images and videos, Instagram helps a lot of people to not just know more about their favourite products, but to find them and buy them too. In fact, 80% people claim the same.
Let’s see how you can use these social media websites for your benefit.
- Utilise Sales Features on Facebook
Facebook allows you to add a “Shop” button on your business page. You can list your products there and encourage your followers to buy their favourite items directly from your Facebook page.
- Get The Most Out of Facebook Dynamic Ads
Dynamic adverts are meant to reignite people about the products they have interacted recently on an eCommerce platform. It can be about items that they have checked, or items they have in their carts. Tracking pixels deliver these pieces of information to the dynamic ads and these ads try to pull those lost customers back in to get a successful conversion made.
- Post Shoppable Content on Instagram
This is a great way for converting people from Instagram. Shoppable Posts are meant to pop up in front of your followers with a similar function as a storefront. All you need to do is tagging your products to the images.
- Use IGTV
You cans share videos on Instagram using IGTV. You knew that already. But, did you know that the limit is up to an hour?
Yes, so, it is definitely the best way to inform your followers about your products with detailed videos that can solve most of their queries.
Not just that, if a viewer happens to like a particular product, they can also just tap on the item and buy it directly from Instagram.
- Utilise Reverse Content Pyramid
If you are into marketing, you must have heard about repurposing content.
Well, Gary Vaynerchuk has created a great strategy regarding the same. It is called the reverse content pyramid strategy.
This strategy tells you about crafting pillar content and sharing it on different platforms just after tweaking them depending on the theme of the given platform.
For instance, if you already have a long-form content ready, you can turn it into a PPT for SlideShare.net and into a video for posting it on YouTube.
Moreover, you can also craft a bunch of micro-content that will drive your target audience to the pillar content.
You can do the same just by sharing them on social media platforms such as Facebook, LinkedIn, Instagram, etc.
For instance, if you run a blog about dogs, then you can create a listicle that contains valuable information about dogs. Now, whichever dog breed is mentioned in that blog, create micro-content, like stories and memes on them and share those on your social media handles. Don’t forget to link them to your pillar content.
After posting the above, you can also perform research on the platforms and curate your micro-content to make them community-driven so that they can get more traction on the given platforms.
Yes, that’s what reverse content pyramid is. It focuses on enhancing and improving the popularity of your pillar content, and helping it secure a high rank in the SERPs of relevant searches.
Bottom line
There are a lot of ways to improve your content marketing strategy for your eCommerce business.
However, incorporating these seven ways can really help you get the best out of it and uplift your brand with better awareness, web traffic, and most importantly, ROI.
