How to Create an Effective eCommerce Content Strategy?
Content is crucial in helping increase sales and conversion for your eCommerce site. Your potential customers will likely research products and services similar to what you offer before purchasing. Hence, content marketing helps create your brand image, earn your consumer’s trust, and encourage them to purchase from you. You can hire a digital marketing agency to develop an effective content marketing strategy for your eCommerce store.
5 Steps to develop effective content marketing strategies for your eCommerce business
If you want to boost your eCommerce sales, the following steps can help build effective content marketing strategies.
Understand your prospect’s buying behaviour
The first step in developing an eCommerce content strategy is understanding your target customers and the different stages of the sales funnel. You can understand their search intent by analysing the search phrases they use. For instance, if someone searches for categories, such as shoes, dresses, handbags, jewellery, etc., they may not have any specific product in mind. However, their search gets narrower when they add terms such as ‘for men,’ ‘for women, ‘ or specific purposes, such as party-wear dresses, hiking shoes, etc. If they specify brands, budgets, etc., they have a clear product in mind and compare options to get the best deals. As a result, you need to understand your user’s search intent to serve them appropriate content.
Understanding the different stages of the sales funnel can help you target your audiences better. The following are different stages of a buying cycle. Let’s discuss them further.
· Awareness stage — These individuals are at the earliest stage of a buying cycle. They might search for products using general terms such as shoes and bags or adding phrases such as for men, for women, etc. These audiences are checking out options and are prepared to be informed about them. As a result, you can present them with various types of products.
· Interest stage –The visitors at this stage are somewhat informed about the products and services they are searching for. They might be interested in buying. You can present them with educational content that offers them value.
· Consideration stage — The visitors know what they want and hence are using specific names to search for products and services. They are considering their options but haven’t yet decided to buy. With attractive deals, you may convince them to buy.
· Decision stage — You need to give your visitors the final push to make them purchase. You can serve them content, such as coupons and discounts, product reviews, shipping and return policy, etc. Also, provide critical business information and optimise your conversion pages to boost sales.
You need to understand that; often, it is not clear about the position of visitors at these stages. For some individuals, the time between the awareness and decision stage might be shorter and doesn’t need too much convincing. On the other hand, for some visitors, it might take more effort before you can convert them.
Audit your existing eCommerce content
Moving on to the next step, you have to examine your existing eCommerce content closely. Performing a content audit can help you get a detailed insight into your eCommerce website’s performance. In this regard, assess the following.
· High-performing content succeeding in bringing traffic
· Web pages that are generating more revenue
· Whether existing content meets your target audience’s needs or you need to modify them
This analysis lets you identify the pages to remove, modify, or optimise according to your content strategy.
You can also take the help of a digital marketing agency to develop an effective content plan for your eCommerce business. In addition, the following steps can also help you plan your eCommerce content marketing strategy.
· Identify appropriate content type — You can utilise different content formats, such as blogs, social media posts, images, videos, etc., to promote your products and services and improve conversion. In addition, you need to optimise your product and category pages with relevant keywords to reach your target audiences.
· Create a content calendar –Once you identify the suitable content format for your strategy, it is time to organise them in a calendar. It will help ensure you create and publish the right content on the appropriate marketing channels for your eCommerce business promotion. A content calendar should include the details of content type, topic, supporting visual content, such as images files, etc., and publishing date.
· Create a distribution plan –Besides creating content for your eCommerce website, you need to identify channels to promote it. You can promote your eCommerce business on various digital platforms such as social media, personalised emails, paid advertisements, etc.
Implement your strategy
Now that you know your audiences and their buying cycle and plan your content strategy accordingly, it’s time to implement them. You can either rely on your in-house team or take the help of external digital marketing professionals to implement these strategies.
A digital marketing team can help create engaging and effective content for your business. An SEO agency in Singapore can help plan and execute effective strategies to improve your eCommerce website’s visibility on SERP for relevant search queries. In this regard, they will help optimise individual web pages, product and category pages, and your overall website for search engines and relevant audiences.
Besides, a social media marketing agency can also help develop effective strategies to promote your eCommerce business on appropriate social media platforms to improve conversion.
Monitor your performance
To ensure the success of your eCommerce content strategy, you need to monitor the performance of your strategies and optimise them further.
All these steps can help you develop effective content marketing strategies for your eCommerce business. Targeting audiences at different stages of the sales funnel and serving them appropriate content can help boost sales for your business.
