Any marketing campaign that is worth doing, contain two components:
- A way to measure the results
- A commitment to make it work
These two criteria definitely apply to content marketing. The saying that content is king is just as true today as it was when the concept first originated. Content marketing has definitely evolved to not only include blogging, but product pages, social media, email marketing, video marketing, push communications and SMS text marketing. SEO success now demands that even e-commerce websites include content marketing components.
Now even e-tailers must take on content marketing as an integral part of their internet marketing. Another concept to implement, maintain, manage, and distribute can be overwhelming. It is not a matter of if you take on content marketing for your ecommerce website, it is when. A successful content marketing campaign starts with a plan of action to execute with the proper support and experience to continue the program. Here are 5 Tips to Improve Your Success In Content Marketing For E-commerce Websites.
Establish & Set Measurable Goals and Results
Since most website staff is already limited in resources to direct to a content marketing campaign, it is crucial to establish reasonable expectations. If you recall our previously mentioned criteria for campaign success, we must have a way to measure results and a commitment to the campaign. Nothing can kill a marketing campaign like setting goals that are unattainable. It skews results, and frustrates the participants.
Generate Multi-Faceted Website Content
Consider ways to re-purpose, re-edit and reuse your content across various platform and various formats in order to maximize its value. Visual content can be sliced and diced in order to share it across different platforms. A written article can become the script for a video to be shared across various video marketing channels. Photos embedded in a written article can be posted to photo sharing sites like Instagram and Pinterest with links back to the written article. About 90 percent of consumers have watched an online video, and those who have are 1.8x more likely to purchase than non-viewers. Merchants should be creating relevant and compelling content that enforces the brand and the brand lifestyle, just the product alone. How-to content, behind the scenes footage and brand created videos can enhance the shopping experience for customers.
Spread the Love Across Social Media Marketing Channels
Image based communications are a great way to spread your marketing message and branding. Images are a great way to increase shares and submissions by like-minded interested parties. The result should be a visual conversation that plays out across screens and touchpoints while always maintaining a unique brand focus. Remember to share eye-catching, colorful, and memorable images. People love shiny things and will be more inclined to share “pretty” images.
User Generated Content is GOLDEN!
People love to share their opinion, whether you want them to or not. By some estimates,two-thirds of all online content is either created or used by consumers. Shoppers especially appreciate content generated by other consumers over advertising copy or manufacture generated branding copy. Solicit content from customers and loyal followers, and showcase that user generated content. Your customers want to hear from each other, and read opinions on the products you sell. Email campaigns, social media posts, and video testimonials are a great platform to feature user generated content.
Mobile Responsiveness is a MUST
Nielsen reported in February 2015’s “The Digital Consumer,” on average, U.S. consumers spend more than 34 hours per month accessing content via their smartphones, 7 hours more time than they spend on their desktops. Mobile browsing is the default platform for social networking, shopping and news. Mobile Content Marketing is indispensable, as is your mobile responsive website. Organic search results favor mobile friendly websites thanks to Google’s “Mobilegeddon” algorithm update. So when creating content, optimize the viewing, load speed and graphics to be mobile browsing friendly, this includes newsletter sign ups
Never Neglect Customer Service
The most undervalued and neglected component of an e-commerce website is customer service. Customer service will dramatically affect sales, customer reviews, referrals, and your reputation. Repeat business is built by a strong customer service program. Highlight your customer service content clearly and touch on it through social media from time to time. Find compelling ways to engage in communication about your brand philosophy, history of your company, or product construction. Openly display your brand’s innermost self. Feature your “About Us” section of your website, and revamp your company’s unique story.
What To Do Next
Content marketing is an integral marketing strategy to engage your customers across multiple channels. Create a dynamic content marketing plan that allows you to show your efforts, share compelling content, and focus on profit. Incorporate new content platforms and content types to your marketing efforts. Develop a pipeline for content production, and most importantly….stick to the plan!