The famous saying, Content is King is true when it comes to online businesses. The best content marketing practices include customization and crafting the content accordingly. It is the fact that any target segment has no physical access to your e-store or e-business, so a visitor will only be attracted by the content. And content marketing is evolving with time, so we need to emerge with it and explore the best ecommerce SEO features that can help boost our business.
Content marketing is the composition of various content formats such as tutorial videos, written articles, infographics, blog posts, and finally, sharing it on several social platforms to get more reach, engagement, and traffic from the target audiences. With time everything is evolving as per the digital world so do content marketing.
In this article, there are a few best content marketing writing evolutions that will help any e-commerce business. Content marketing enhances online reach, sales conversion, and lead generation.
Various Kinds of Content Marketing for E-Commerce
There are various types of content according to the market segmentation, but few common ones are
- Social Media Content Marketing
- Video Content Marketing
- Product Description Optimization
- Specific Content Creation
- Digital Review Optimization
- Influencer Content Marketing
Content marketing is evolving in many aspects like content creation has changed a lot compared to its initial days. These content marketing types are the most practiced online. Any e-commerce business can utilize such content to improve its online presence.
Proven Content Marketing Strategies for e-Commerce
The research-proven fact is that content creation should focus on crafting and distributing relevant, valuable, and constant content that excite and attract target audiences. The well-planned content will ultimately drive profitable buyer action. Therefore, always try to create content for marketing that adds value to the targeted audiences.
We have crafted some bits of best tips to enhance your e-commerce business by content marketing.
Collab with Your Niche Influencers
Influence content has evolved much in the digital world, and everyone has a keen eye on them. So the smart way for content marketing is to collaborate with social influencers. And ask them to create content for your e-commerce business.
The idea of a social influencer may instantly enchant portraits of celebrities with millions of fans or social media influencers. However, it is not the fact, and you do not need to worry about investing all your sources in hiring a celeb to elevate your e-commerce brand.
Any e-commerce business can get similar publicity by collaborating with social micro-influencers. Such influencers have a high fan base and do not charge very high, and advertise your product very well.
Even initially, any e-commerce business can begin with their social media handles. Or search for influencers with a decent fan base. They are interested in your e-commerce business name too. Do remember that always stick to your target segment and niche. Any deviation from your content will lead to the loss of audiences. And nobody wants loss at all.
Once you have got a potential social influencer, it is time to discuss content crafting details. It is significant to ensure that everyone is transparent on the decided content marketing. It is necessary to get your goals for the e-commerce business.
Select Respective Social Media Platforms
It is the most critical step to select your respective social media platform.
- Instagram:
If you are doing an e-commerce business related to cosmetics, clothes, or other similar products, go for Instagram. It is the more suitable platform for pictorial advertisement and content marketing. Instagram allows the best picturesque representation of such products, plus it provides sufficient word count for content marketing descriptions. Instagram has an in-built analytics tool that provides in-depth analysis of reach, traffic, engagements, and lead generation.
- Facebook:
Facebook is an ideal platform for e-commerce businesses that want to grow by groups and communities. It is a bit older platform and has mixed communities in terms of demographics.
Facebook also provides an in-built analytics tool that has various useful features. It is the best platform and has the most older and loyal fan base.
- Twitter:
Twitter is a microblogging site, and it is most suitable for the advertisement of informational products like solar energy products, cars, etc. Twitter has an analytics tool, but it is not that powerful as Instagram and Facebook.
There are several other social platforms, and each has its importance, so choose accordingly.
Creating a Better eCommerce Customer Experience:
The e-commerce stores do not come into so much limelight until the holiday season, especially Cyber Monday.
Most of the leading journalists working with The Wall Street Journal, the Time Magazine, and the New York Times focused on writing about online shopping and customer experiences.
Online Shopping – What’s wrong with it?
Time Magazine’s writer, Brad Tuttle, outlined several issues after critically analyzing e-commerce stores’ performance and the type of customer experience they provided.
- Inconsistency in Price
- Inconsistency in Signage
- Inconsistent Inventory
- Inconsistency in customer service
- Coupons game
- Shipping cost information delayed.
- A feeling of being watched constantly
Inconsistent Price, Signage, Inventory, and Customer Service:
When you shop online from a particular brand and try to return the product to their brick and mortar store, you are not allowed to do so. Most of the time, some products are not available in the store but available only online and vice versa. Sometimes the brick and mortar stores are unaware of the promotions going on on their website and vice versa.
They all contribute to customer dissatisfaction and frustration, which no company can afford in today’s online tell-all world time.
What causes Customer Dissatisfaction?
We cannot say that these problems are specific to e-commerce. They involve companies, and therefore, they are the company’s problems. The primary cause of such customer frustration is the lack of coordination between online stores and brick and mortar stores.
Tuttle also highlights this by saying that because two different groups run the company’s retail and online stores, they often behave as competitors instead of working as a group. Again, this is not a problem with online shopping; it’s just a company’s problem that they need to resolve internally.
- What is the “Coupon’s Game”?
Another controversial approach of the online stores is their “coupons,” which are usually of no avail to the customer. They are not doing any good to the e-commerce stores either.
If you have placed “discount codes” or “promo codes” as your marketing strategy, the customers should find them easily on the website, preferably on the home page. Otherwise, the customers don’t regret abandoning their shopping carts to find their discount coupons.
To place your coupons on the most user-friendly spots on your e-commerce website, contact the most popular ecommerce SEO services and enjoy more customer retention.
- Delayed Shipping Cost Information:
As an e-commerce store owner, you should present the shipping cost information in front of the customer as soon as they decide to purchase. For an e-commerce store, shipping charges vary with the number of purchases made by a customer, but the customers don’t want to remain in the dark until finalizing the product. They want to calculate straightaway the final price of the total order, including the shipping charges, and when it exceeds their expectation or their budget, they refuse the order.
- How to fix it?
It is easier for the owners of small e-commerce stores to calculate the shipping costs for their customers. This is because they have fewer products and flat rate shipping.
The process may be a bit more complicated for the stores with variable shipping charges for weight or shipping zones. In this case, you can add a ‘shipping estimator’ to your website that will calculate the approximate shipping cost for the customers.
Here it is necessary to hire a very competent e-commerce website designer. When the functionality is included in the website design, things become better. In this way, your customers can estimate their total bill before they finalize the order. In addition to shipping costs, it should also provide information regarding shipping time and delivery dates. This is only possible when your e-commerce website has a clean, hierarchical design. You can take help from the most popular e-commerce SEO service to ensure user-friendly website designs.
One lousy practice that frustrates the customers is providing a copy of the text from USPS, FedEx, or UPS shipping policies. Smart entrepreneurs make sure that the information they are providing is tailored to the products they are selling. You must also provide them everything in an obvious way regarding the process, shipping, and delivery of their order.
Are Online Businesses spying on the customers?
We all know that marketers are gathering too much information about a customer’s e-commerce shopping experience. At times, it may turn out a bit freaky. When you search about something on Google, they record the user’s information, internet address, Facebook account information, and search terms. This happens with intensity when you use online shopping coupons.
Most of the users are offended when they find out that their privacy is violated without their permission. As an e-commerce store owner, it is your responsibility to respect your customers’ privacy. Using the e-commerce checkout best practices to ensure website credibility and consumer confidence.
Final Thoughts:
Content is King as it can pull customers to e-commerce businesses and enhances traffic, lead generation, and engagement. A well-planned and updated content marketing strategy can produce exceptional results.
Remember that each visitor on your e-commerce site doesn’t need to convert into a buyer. But if you have updated and engaging content, we ensure that you will get increased reach, engagement, and sales conversion compared to those who do not bother to innovate their content marketing.
For an excellent e-commerce customer experience, your online store and brick and mortar store must work as one system. We hope that now you have a better insight into your customers’ problems on your website. These problems can become a reason that your customers might turn away from your e-commerce store forever. Even worse, they can share their experience with you over the internet through various social media platforms and discussion forums.
