eCommerce is no longer a niche market; it has become a $1.3 trillion industry. It is the largest advertising channel online. However, many eCommerce entrepreneurs still do not know how to profit from this channel. This is why many experts recommend that every entrepreneur should at least have a basic eCommerce content marketing strategy in place when they enter the market.
If you are an eCommerce store owner or an eCommerce marketing expert, this will be the most important message you will ever read. These proven tactics will supercharge your content marketing efforts and help you achieve massive success:
1. Understand Your Target Audience: Demographics, Psychology, and Geography
One must understand the target audience as per demographics (age, sex, income, etc.), psychology (their attitudes, beliefs, hopes, fears, desires, etc.), and geography (where they live, work, and play) to create an irresistible offer.
By following this, you can target those who are most receptive to what you have to offer. However, if you do not understand where they live, how they think, and what influences them, you are likely to waste a lot of time and energy on efforts that are doomed from the start.
2. Craft Your Offer: An Offer That Cares About The Customer
Craft A VALUABLE OFFER THAT THE CUSTOMER CAN’T REFUSE! The offer must show you care about the customer. In other words, an offer that is sincere and is perceived as being designed to enhance the customer’s life! Craft a clear and compelling sales message that solves the customer’s problem or pain…and…leaves no doubt in his mind (or yours) how the sale will benefit him.
After all, your offer is the content you present to your target audience to gain their attention. And this is why a proper knowledge of content marketing is important for eCommerce. Defining the offer is also necessary to elaborate on the benefits your prospects will enjoy when making this purchase.
3. Craft a Call-to-Action: How You Will Prompt Them To Take Action And Order Your Merchandise
Craft a powerful call-to-action that is written in clear, simple language and which gives exact instructions on exactly what the person should do to achieve the goal.
This is one of the most important sections of your sales letter, as well as the most pivotal content marketing strategy for eCommerce business. It is here where you give the reader an order impulse. The user will be prompted to immediately hit the “Request Quote” button or fill up the contact form with their details.
4. Create a Media Kit: A Collection of Sales-Pitching Materials Like Print Ads, E-Mail Campaigns, Websites, Etc.
One of the most important steps in the process of selling yourself is to create a “media kit.” This is a collection of all the print ads, direct mail packages, websites, and other sales-pitching materials you can get your hands on that are relevant to your selling effort.
One may already have some of this material. But if not, it’s time to start creating a media kit. The purpose of the media kit is to demonstrate to potential buyers that they’ve done their homework and are an expert in your field. If there are hundreds of effective ways to use content marketing for eCommerce, creating a legit media kit for your target audience falls in the first ten!
5. Test, Test, Test: The Only Certainty Is That You Will Continue To Experiment
You will keep experimenting until you find one that works for you! You will never have “the one true”eCommerce content marketing strategy that works perfectly for you. You must continue to experiment with different strategies and ideas to find the best ones for you. There are myriads of content marketing ideas for eCommerce brands that you can leverage based upon your goals and commitments.
If you are going to do content marketing, it is important to have a clear strategy and plan for what you want to accomplish. Content marketing doesn’t have to be overwhelming. With a few guidelines and some experimentation, you can start creating content that will engage your audience. Create a Content Calendar In order to create a solid content strategy, you need to develop a content calendar.
6. Incorporate Multimedia Into Your Marketing Mix
In today’s world, it is difficult to reach a prospect or customer through a boring message. There are so many distractions available – TV, radio, newspapers, magazines, billboards, direct mail, etc. Your eCommerce website will fail to make the mark if it lacks a variety of content.
Trying to get your message across through these ordinary channels is like trying to catch a fish in a fishing boat. To catch a fish, you use a different type of boat called a “bass boat.” A bass boat has a bow-mounted motor and an outboard engine at the stern. It is specifically designed to go after big fish (like bass) that other boats cannot reach.
Similarly, if other marketing methods fail, you can use multimedia to stand out from the crowd and “catch” a prospect or customer.
Multimedia is very useful for two reasons:
1. It provides a different type of stimulation that draws attention to your message, which in turn increases the chance that the prospect will actually read your message.
2. Once the person reads your message, it is much more likely that he will respond to it if he can see, hear and feel your message as well. There are many ways you can incorporate multimedia into your marketing mix. You can create a video to show your product or service.
You can record an audiotape to play when someone calls your phone line. Incorporate multimedia into your marketing mix, and you will be amazed at the results you will get.
7. Measure And Optimize Your Efforts
Marketing strategy is the process of determining what your company should be doing to sell as much as possible to as many people as possible. It’s an ongoing process that requires periodic review and adjustment. One part of that process is measurement. Another part is optimization.
In this Blog, we have laid out some ideas on how to measure and optimize your marketing efforts, and how to create an effective content strategy for eCommerce.
Here are five key areas you should often be measuring:
Reach: How many people did you send your message to?
Openers: How many people did you get to read at least one of your messages?
Opened: How many of those did you get to read at least five of your messages?
Clicks: How many people did you get to at least look at one of your messages?
Actual sales: How many people did you actually get to buy something after reading at least five of your messages?
– As you can see, there are several different ways to look at these numbers. You can examine each number individually and make adjustments as necessary. Or, you can examine trends over time.
8. Constantly Review And Adjust Your Strategy
It’s not enough to simply know the details of your strategy. That said, you must review the strategy constantly and adjust or tweak it as necessary to maintain its effectiveness. What worked yesterday may not work today. And it is evident that the eCommerce realm is ever-changing. The entire digital commerce ball game is under constant changes, and this is why you must be ready to adjust and change your strategy to keep up with the changing landscape of your market.
Your sales pitch must be tight, compelling, and constantly reviewed and adjusted. It must be able to stand up to the toughest scrutiny. If it isn’t, your sales will suffer. It must be ‘on fleek’. This is one of the most crucial points that eCommerce strategists must consider while framing eCommerce content marketing strategies for 2022 and beyond.
9. Up-sell: cross-sell, suggest a related product
Up-sell (also called cross-sell or secondary-sell) is a method of increasing sales by suggesting related products to the customer. Related products may be similar to what the customer has already purchased, or they may be complementary.
For example, if a person buys an encyclopedia, it is common for an up-seller to suggest related books. Or, if a person buys a box of raisins, it is common for an up-seller to suggest other snacks that go well with raisins. Upselling and cross-selling not just opens up more sales avenue for you, but also creates a strong bond with your clients. This also enhances long-term association and secure customer loyalty.
10. Leverage Personalization: become known as the “go-to” person
Personalization in marketing strategy is the process of tailoring a marketing message or campaign to a specific target audience. It is based on the idea that a person’s buying decisions are influenced by factors about the product or service unique to that person. For example, a person who owns a red car is more likely to be interested in a red car than a person who owns a blue car.
Therefore, a sales pitch about that first person’s interest in a car would be more effective if it focused on the fact that he owns a red car. On the other hand, a sales pitch to a person who does not own a car would be less effective if it were personalized for him. The goal of personalization is to customize the message to be most effective for the target audience.
In conclusion, the most successful eCommerce content marketing campaigns have three key elements: compelling messaging, relevant and useful content, and quality over quantity. These are the ingredients of great content and great content marketing.
But, don’t forget the importance of distribution. If you don’t get the word out about your great content, nobody will ever find it. That means that you’ve got to figure out the best ways to get the word out about your great content, utilizing both traditional (print) and non-traditional (internet) methods.
However, whatever method you use, the goal is the same: to get your content in front of as many eyeballs as possible. And if you ever require a custom eCommerce content marketing strategy that drives conversion and traction, you may consult the pros.