What is the main goal of an e-shop owner? Like any other kind of businessmen, they run their business to earn money. Logically, online store owners should do everything to make their business profitable. But when it comes to content Marketing, the majority of them doesn’t care about texts. And it’s their loss. Especially when there are direct competitors selling the same or similar products. The online shop needs a distinctive feature turning prospective customers into loyal ones. To make your business profitable, you will also need to rank high in the search engines, constantly experiment and increase conversion.
So, why don’t we use content marketing for these purposes?
What is content marketing?
Content marketing in e-commerce is creating and spreading of useful information to attract new clients and turn them into loyal ones. Unlike advertisement, content marketing is aimed at bringing profit to your customers. When you post helpful content, you solve the problems of your clients with advice and nudge your clients to share it and, thus, promote you. If these articles help your readers, you win them over, and they express their gratitude by buy from your shop. That’s the main idea of content marketing.
What are the benefits of content marketing for e-commerce?
People share your content via various channels promoting your company.
You offer valuable solutions, and your readers trust these tips.
3.Gain customer loyalty.
You don’t make people purchase from your e-store, they are eager to visit it due to useful information.
If you regularly post on your blog, search engine shows your website closer to the top.
The higher positions you take in Google, Bing, etc., the more traffic you have on your website.
You invest in information first, and then it pays you back by bringing more clients.
7.Expand customer base.
People who appreciate your advice will sign up for your newsletter.
What can I do to make my content effective?
The main page of any online store should meet the needs of both your new and prospective clients. Thus, it must be multifunctional, so make it more general and don’t write long texts for this page. Move all the details to such sections as “Terms and conditions” and “About us”.
Leave writing for the sake of writing to literature experts. Your texts should generate traffic and sales. Moreover, you can kill two birds with one stone by attracting more traffic with your useful tips and optimize your e-store with different uncommercial keywords related to your niche.
- Be unique
All your texts should be unique. Don’t cheat with search engines, they know pretty well when you steal content. It’s hard to write original texts for all products you sell, so e-commerce owners often make the same mistake and copypaste the description provided by manufacturer. Then, what makes it more attractive to buy from you? Take the main characteristics of the product from the original description and personalize it for your target audience.
Writing a good article is only the tip of the iceberg. Besides grammatically correct text you need it to be optimized for search engines. What’s the point of creating thousands of lines if nobody knows about them? So, make your texts readable not only for people but for machines too. Fill in the title and description tags, use headings h1-h6. If you insert an image into the text (do it, people like pictures!), don’t forget about alt tag – describe this picture in simple words. By doing this, you help the search engines to “recognize” it.
Don’t judge the book by its cover. We are so prone to judge products by the way they look, that the abovementioned saying became a rule. But still, scientists proved that our choice greatly depends on emotions. And you can trigger emotions by posting beautiful pictures. First, it makes your website more visually appealing. Secondly, nobody wants to buy a pig in a poke. Your customers want to know everything about the product. Online stores make goods intangible, but you can overcome the issue by hiring a professional photographer – this investment will pay off.
E-store owners often forget about basics in the search of magic ways to attract clients. They invent fancy strategies and new approaches but all they need is to make a few small improvements. So, ilk content marketing for all it’s worth!
By Julia Kravchenko
Julia Kravchenko is a Partner in Qubit Labs company that can hire software developers for any industry. She spends her free time to reading tech news, writing articles about outsourcing, IT staffing, remote working and internet marketing.
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