The purpose of an online store is to earn transactions. It sounds simple, but every merchant knows how much goes into getting online users to visit an ecommerce website and convert.
First, retailers need to make online users aware of their store’s existence in a way that makes them interested enough to visit. Brands must also prove themselves trustworthy, compelling people to believe in their product lineups and offer financial information to acquire said products.
Implementing an effective content marketing strategy makes all the difference. Consider these five goals of content marketing for ecommerce companies before you start posting.
Driving Traffic to Your Website
One major goal of content marketing is to drive traffic to your website. This means your posts must grab readers’ attention and compel them to continue their journey to your online store.
The rewards for rising to the occasion are significant. Marketing expert Neil Patel cites this relevant statistic: Content marketing leaders see year-over-year growth in unique site traffic 7.8 times higher than followers do. The bottom line? Innovative, quality content drives traffic, which is the first step toward customer acquisition.
After all: What is ecommerce? According to Shopify, it’s the buying and selling of goods, including the data transfer required to make these transactions happen. Content provides a major opportunity to push traffic to your website, a pre-requisite for earning sales.
Improving Your Store’s Search Rankings
Your online store sells a lineup of all-natural candles. Customer X, a health-conscious shopper, is looking to add ambiance to their home. Now, how do you connect? Well, they’ll more than likely pull up their preferred search engine and enter queries like “natural candles,” “non-toxic scented candles” and “are scented candles harmful?”
Knowing what Customer X—and other members of your target audience—are searching is the only way to create highly relevant, keyword-rich content containing the information they seek. Understanding searcher intent will help you create content that’s interesting, informative and worth clicking for answers. Keyword research is a must. Always craft your content around what people are searching.
Findability is key. Shoppers can only peruse your wares if they can find your store. The better your rankings on Search Engine Results Pages (SERPs), the more clicks you’ll earn from curious online users pursuing relevant search terms.
Boosting Social Engagement
Content marketing and social media go hand in hand. Promoting content across your social media platforms is an excellent way to promote your articles as well as start conversations where people already spend time online. As one Forbes contributor writes, “Publishing an article and then responding to comments or questions with current or potential customers is an opportunity to connect.”
Start that conversation. Show followers the human side of your brand.
Educating Your Audience
Educating your audience on topics adjacent to your niche is a powerful way to connect and more importantly, provide readers with genuine value. Consider publishing handy how-to guides, seasonal advice, etc. If your products are complicated, make step-by-step usage guides accessible to help new customers through the learning curve.
Building Trust and Brand Awareness
Lastly, content helps convey your brand’s authority and personality. Create content in line with your company’s values. Develop a style guide to maintain a consistent voice. Keep an eye out for opportunities to connect with readers in a genuine way.
Always keep these five goals in mind when you’re creating content for your ecommerce store. This will help you avoid the classic misstep of making content just for the sake of doing so.