In the digital marketing world, you often find the expression “Content is King”. An effective content strategy will get you more customers at low or no cost at all. Above all, you can get your customers to return more often.
A successful E-Commerce website has the responsibility to guide its customers and provide them with useful information from minor to major aspects of the business such as common tips to making purchases.
Do keep this fact in mind that creating content without a proper strategy is of no use, it will only be considered as a bunch of words and images.
Creating an effective content strategy is good for the overall growth of the business. It improves your SEO (Search Engine Optimization) and increases your chances of success.
Once you get to know about specific keywords and their right usage, you will be able to create much better content while attracting your targeted potential customers.
Webmasters consider it difficult to develop an efficient content marketing strategy for e-commerce. Therefore I point out below the detailed key points that will lead you to a successful and beneficial content strategy.
- Identify, Know, and Understand your Targeted Customers
- Find Out How your Customers Consumes Content
- Do a good Research
- Create Your Content
- Publish your Content at the Best Place
- Analyze Results and Customers Feedback
Essential Content Types for a Content Strategy
- Blog posts
- E-mail Marketing
- Promotions
- Social Media Posts
- Product Guides and Reviews.
Find the post types that fit best for your business and audience. For instance, if you are selling PC hardware, product guides may drive your customers to better understand the products you are selling and purchase them.
In conclusion, I suggest to mix things up and find the strategy that works best for you.
Identify, Know, and Understand your Targeted Customers
In order to tailor content according to your customer’s needs and requirements, you need to fully understand your buyer in all aspects.
This idea of your customer will help you to create content that can directly target such customers. It will also help you to improve your data and include only those factors and information that can be asked by your buyers or should be told to your customers.
Below are major tips that can help you to develop a perfect and effective image of your ideal customer:
- Identify the age, gender, location, and other basic information about your target customers.
- Learn their personal habits and actions such as whether they are lazy or active, they go shopping on Saturday more or Sunday, etc. This will guide you about customers’ shopping behaviour.
- When a buyer comes to your site, you should motivate him so that he can make an order. Knowing your customers’ key motivation points will help you to create your content accordingly.
- Knowing the factors that usually annoy customers should be considered as they can prevent you from letting a precious buyer go back from your E-Commerce site.
- Identify social media websites and applications that are used by your customers. This will allow you to see those specific platforms to reach your target audience.
Find Out How your Customers Consumes Content
By looking at your internal data or exploring industry trends, you need to discover what type of content your target audience consumes and likes so that you can create your E-Commerce website content accordingly.
Below are some of the basic questions that need to be answered in order to create an effective E-Commerce website:
- What is the most powerful and widely used social media platform to reach your target customers?
- What type of content do they prefer?
- Do my customers make purchases from their mobile phones?
- How much time do my target customers agree to review the content?
There are many tools such as Traffic Analytics Tools that can help you to learn about your target audience. Such tools provide you with an analysis of how customers are reaching your website.
They will show you clear states of direct traffic, customers came from a referral link, via social media channel, through paid ads, or through simple organic search through keywords. For example, you could know which keywords are ranking well in google and where you should improve.
Do a Good Research
Research is important before developing a content strategy. Firstly, you should visit different E-Commerce websites, look into their content, format, keywords, and all the major things that can provide you with tips to create effective content.
Analyzing your competitors will also guide you to improve yourself in various aspects.
After that use tools that offer features to compare competitor websites and see your keywords ranking, traffic, and amount of searches to see if already included keywords are perfect or you need to modify or improve them.
Find good long-tail keywords that are easier to rank and you could include them in the product descriptions.
Create your Content
As you have done all the research needed for effective content, now it’s time to create content for your website. Although most of the things will be cleared out because of the above-discussed steps, there are some questions that should be considered while creating content for your E-Commerce website.
- Is your content fresh?
- Will your content resonate with your target audience or customers?
- Does your content have the ability to stay ranked for a long time or is it sensitive?
- Will your content work more efficiently as a blog or as an image and video post?
- Do you have duplicate content? Use this tool to find out. After that, you should consider contacting an SEO specialist to solve this problem. You can also use online tutorials and solve it yourself.
Publish your Content at the Best Place of Buyer’s Journey
There are three basic parts of a buyer’s journey, top middle, and bottom. The top is the beginning of the buyer’s journey where he is trying to get awareness about your E-Commerce website and content.
The middle part of the buyer’s journey is when you create content that helps in connecting more deeply with your customer so that you can motivate him for purchases while building trust.
The bottom part is the actual part where customers make purchases in the category they find relevant or needed.
Analyze Results and Customers Feedback
This is the most important part to improve your content using data analysis. The major metrics that can give you an idea about your website content efficiency and reach include:
- Customers Feedback and Reviews
- Organic Traffic
- Conversion Rate
- Buyers Staying Time on Your Website Page
- Social Shares
- Backlinks
