Content marketing + digital advertising = eCommerce success (Part 1: content marketing)
These days, it seems that anyone can get their eCommerce business booming right?
Wrong! It’s time for a wake-up call, over 35% of eCommerce businesses fail from a lack of visibility. Don’t let this scare you from pursuing your dreams, all you have to do is boost your digital marketing game. And here is the equation for success.
Content marketing + digital advertising = ecommerce success
In this blog post, we will be breaking down the first part of this equation; content marketing.
Cotton On Body uses imagery of women to represent their key demographic as well as shots of their products to further consumer connections.
Content is KING
Potential customers can only learn about your products through your content. So every photo, video, and piece of writing that goes on the web must be in line with your brand and target audience.
Product visualisation
This goes beyond just snapping a few photos at home and uploading them with an Instagram filter. 93% of consumers consider images essential in purchasing decisions. Marketers ensure that product photography is taken on a clean backdrop or with relevant models and in a context which would appeal to a target demographic. This allows customers to feel that your product is made exactly for them and enhances brand memorability and recognition.
Video
81% of customers say that videos give them confidence in making online purchases. And 90% of information transmitted to our brain is visual. Uploading high-quality videos enhance audience engagement and therefore the likelihood of clicking through to purchase.
Nike uses video to tell a story, empower and excite customers about the brand.
User-generated and personalised content
To reach an audience that is searching for a product like yours, consider the keywords in your blog posts, written content on your website, and hashtags on Instagram. These are all things that affect your visibility when a consumer searches for something. If your audience is someone who needs vegan-friendly skincare, then ensure that you include the words ‘vegan’ and ‘skincare’ in all your content.
Lush AU/NZ includes descriptive keywords in their posts to ensure that they are optimised in Google and Instagram search.
To complete the second half of the eCommerce success equation, watch this space for part 2; digital advertising. We will be giving you advice on social media ads, email direct messaging, and influencer marketing.