Content Marketing Tips for eCommerce Websites
If you've spent time browsing ecommerce sites, you might notice that many are kind of thin on content. This is too bad, because content can boost both visits and sales, and help the site build a reputation for knowing the products it sells. If you are selling online, take the time to read these content marketing tips to help develop content about each product you sell. Ideally, you should also try it out before you offer it for sale.
I recently read an ebook from Practical Ecommerce, a business that focuses on ecommerce news and provides advice for ecommerce businesses. The book is a compilation of tips on content, payment practices, advertising, and other ideas from different people who work in ecommerce. You can download the book, 50 Great Ecommerce Ideas, for free. What I will share is a summary of the content-related tips that I hope will encourage you to develop content about the products you sell. I know that for many people, writing is an effort but like any skill, the more you do it, the easier it can be.
Content Marketing Tips To Help Your Online Store Stand Out
Use Keywords in Your Content to Help Visitors Find Products
While Google is emphasizing keywords less in favor of relevant content, this isn't the case for shoppers, particularly those who shop online. They usually have a pretty good idea about what they want and will use keywords to describe this. So use keywords in your content. As Ezra Firestone of SmartMarket.com suggests, say what you're selling. If it's a smoked salmon gift basket, your description should include these keywords. Not many retailers are taking this step when they put their products online.
Also, focus on using low-volume search terms, advises Scott Smigler of Executive Concepts. They can add up to more traffic on your site. People who search using low-volume terms (such as "smoked salmon") are often knowledgeable shoppers--precisely the type of visitors you want on your site.
Keep in mind that video and photos are also content. Ask manufacturers to provide you with these; they almost certainly have them available to those who ask, Jason Lawrence of Arqspin suggest. Shoppers will appreciate being able to see the product and video is like icing on the cake. Search Engine Watch reports that video can persuade almost three-quarters of shoppers to go ahead and buy!
Customer Feedback and Questions are Content Sources
Elizabeth Ball, herself an ecommerce merchant, says to invite customers to give you feedback on content. Send a survey within two weeks, and include information about other products to increase their exposure to your other products.
Customer feedback can be useful to include with your content. Before you publish anything, though, ask each customer if you can quote them anonymously or use their initials or first name. If they say yes, go ahead and include their opinions, edited as needed.
Update your product descriptions, recommends another merchant, Kara English. If someone asks a question, freshen your content with the "new" information you just provided.
Actively Pitch Your Products on Social Networks
Make sure each product you sell can be easily shared on the usual suspects like Facebook, Twitter, and Pinterest, says digital marketing consultant Tina Kelly. Pinterest is huge among women. Forbes reports that 80% of its users in the US are women, who have pushed it to the #4 position, just behind LinkedIn.
Kelly also suggest building custom URLs for each post you make about a product so that they may be tracked and help you determine what kind of post leads to more sales.