I get it. You’re thinking twice about using content marketing to grow your ecommerce store because it often takes time before you start seeing sales and traffic come in.
I understand where you’re coming from.
However, if you’ve been in the ecommerce scene for quite some time now, you will agree that there isn’t much longevity from the traffic you’re getting out of your paid ads.
Turn off your ads, and you’ll see a huge drop in your traffic.
If you use content marketing, however, you can get a steady stream of online traffic through the search engines (and other publications) even without you running a single ad.
That is the power of content marketing.
According to Matt Janaway, founder of Marketing Labs, “With a carefully crafted content marketing strategy, you won’t have to wait months to start generating sales. Depending on how you run your campaigns, you can immediately see results even in a matter of days.”
Do you like what you’re reading so far?
Allow me to share with you the nitty-gritty of why content marketing is a perfect match for your ecommerce business.
1. It’s perfect for educating your customers.
If you want to educate your would-be customers about the features and benefits of your product, publishing truckloads of content can be your go-to strategy.
By publishing informative and helpful content about your products, it’ll be easier for your prospective customers to click your “Buy Now” buttons.
There are several content types you can use to educate your customers about your brand and your products.
Here are some of them:
- Instructional videos
- Case studies
- White papers
- Social media posts
- Blog posts
Here’s a tip: While text-based content is good, it’ll be easier for you to catch your audience's attention if you used graphics.
To help you with that, you can use a free online tool like Canva.
Just sign into the platform, and from their dashboard, you can view several templates to choose from to create your graphic design.
Notice how Canva makes it dead-easy for its users to understand how the tool works.
Just click a template, customize, and you’re pretty much good to go. (You can also create your content from scratch.)
2. Establish your brand awareness.
Creating a content strategy is crucial for businesses. After all, studies have shown consistently that customers are likely to feel a positive connection with companies that produce personalized content.
In fact, if you succeed in your content marketing endeavors, your customers will often make positive associations with your company.
Let’s say you’re into selling laptops and you’re looking to build brand awareness for your business.
What you can do is create a content strategy revolving around “How to Clean and Maintain Laptops.”
From there, you can add truckloads of insights about laptop maintenance, which will blow the minds of your readers, making you their go-to company for laptops.
In your guide, you can add call-to-actions selling your laptops or, perhaps, laptop accessories.
If you do that, since your readers found value on your laptop maintenance guide, there’s a good chance they’ll purchase your laptops (in the event they’ll need a new one).
With this strategy, not only will you be able to establish your brand as an authority in your industry, but you’ll also manage to sell your products.
3. Rank your pages in the search engines.
One of the biggest benefits of content marketing is the SEO value it brings.
By creating content optimized for the search engines, you can rank your pages at the top of the search engine results pages (SERPs).
To figure out what kind of keywords you ought to be targeting for your pages, you can use online tools like Wordtracker.
Simply type in your seed keyword, and Wordtracker will load data such as shown below:
Here you can find suggested keywords with their corresponding figures: The keyword phrases’ search volume and PPC competition, etc.
Ideally, you would want to aim for keywords with a decent amount of monthly searches that are fairly easy to rank.
By optimizing your website to make it mobile-friendly and pursuing the right keywords, you’ll have better chances of ranking your ecommerce store in the search engines
This brings you a lot of traffic, and, ultimately, more sales.
4. Get a boost in conversions and revenue.
If you want to strengthen your content marketing strategy, publishing compelling content can be one crucial factor for your success.
Compelling content will persuade your readers from merely consuming your content, into taking your desired action.
It will, in other words, “convert” them.
So, the question now is, how do you influence your readers to take action?
One of the ways to convert your readers through compelling content is by making your web site visitors emotional.
To do this, simply highlight how they can benefit from your product, all while talking about the problems they’re facing and how frustrating their situation is.
If you do that, your readers are reminded of how much of a hassle their challenges are, so they’re going to look for a product that can address their problems — and that’s where your product comes in.
Make sure your product description is not too long so that it bores your readers or tires them of reading. Nor should your content be too short that you miss out on the important elements.
It should contain just enough of the essentials.
Within your copy, invite your readers to take action, like buying your products or subscribing to your updates.
While there are several other ways to make your content more compelling, if you follow the points I shared, you are well on your way to driving more website conversions and consequently, more revenue into your ecommerce business.
5. Build strategic relationships.
Content marketing enables you to create and foster relationships with your target market.
By consistently publishing value-packed content, you will gain people’s trust as an authority in your niche.
Not only that, depending on how your write your content, you can easily build strategic relationships with the influencers in your industry, as well.
That bit is crucial; after all, if an industry expert mentions your business to their followers, you gain instant brand visibility to hundreds, if not thousands, of people.
Not only that, but you might even be able to see a huge spike in your ecommerce store’s sales or sign-ups, depending on how the industry expert mentioned your brand.
And so the question becomes, “How do you know which industry expert to build a relationship with?”
For one thing, you can check out their website to see if they get an ample amount of traffic.
You can use an online tool like Similarweb to do just that.
Just enter the industry expert’s website in Similarweb’s search box, click the search button, and let the tool do its magic.
Here’s an example.
I typed in “edition.cnn.com.” This is what Similarweb came up with.
As you can see, the tool can show you an estimated traffic a website is getting.
The idea is, you ought to look for people in your industry that have a decent amount of traffic. That way, when they talk about your ecommerce store, a lot of people can hear about it.
Remember, when building relationships, you shouldn’t just go about it blindly.
Look for people who have “real” influence in your industry.
Have you been using content marketing to grow your ecommerce business?
What kind of results have you been getting out of your content marketing campaign?
If you have a trick up your sleeve that you think might help our readers grow their ecommerce store using content marketing, feel free to comment below. Cheers!