content marketing for ecommerce

“Content marketing for eCommerce is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” according to the Content Marketing Institute.

Quality content through storytelling is not the only aspect to consider to increase sales, as research shows the amount of information on the Internet is expected to grow by 500%, between now and 2020. This can make it more challenging for SMB’S to compete with storytelling alone.

Here are some other tips to consider to drive customers to your website.

Incorporate Visuals

As video is expected to become the content medium of choice this year, it is vital to keep your customers engaged with visuals. Consumers are more likely to connect with pictures and videos, according to co-founder and CMO of the influence marketing agency TapInfluence, Holly Hamann. The ever-growing popularity of social media outlets, including Instagram, You Tube, Pinterest and Vine are expected to be the top platforms for small businesses this year. Even if you think your business might not be a good fit, there are ways to incorporate visual media.

Take a quick video illustrating how your company makes your products, or you can even provide a teaser on a social media platform to draw more customers in for a full view. Your videos don’t have to look like a Hollywood production. In fact, the simpler the better.

Watch the video below to see an example that we’ve done to explain our solution to prospects:

Since “64% of consumers are more likely to buy a product on an online retail site after watching a video about it,” according to experts at Adelie Studios, including them will only help your business grow.

You can even get your customers into the act, as videos taken with a smartphone are reportedly easier than writing a review. Another way to make your content stand out is to incorporate a SEO/SEM campaign through Google analytics. Before setting up one or both of these campaigns, make sure you:

Check Your Website

Making sure your website is up-to-date is vital before digging into a SEO or SEM program. If your website is old and outdated, turning it around is priority one. Make sure your website content contains the keywords you plan to use in your SEO or SEM campaign. Use Google Keyword Planner to help you determine keywords, their competitiveness and how they might preform for you. Make sure to avoid these 5 small business website blunders.

Pay Attention to Your Online Presence

By focusing on where the bulk of your consumers interact online, you can then support more social and visual content. Once you’ve optimized your pages and figured out where your customers are gathering, make a presence on those specific platforms, because that will then connect with consumer behaviors.

Understand Digital Content Marketing Possibilities Never End

Know that within digital marketing, there are a number of different opportunities, including email marketing, display, video, incorporating Quick Response (QR) codes, eCommerce product reviews and more. Looking for any possible business-relevant opportunities will be beneficial to your brand in the long run.

To learn more, view the webinar on How To Attract Customers By Creating Better Content below: