With a correct content strategy, any e-commerce can increase engagement and thus engagement generate more sales. In this sense, online shops can use emotions to induce customers to buy or to generate further leads.
Ecommerce content strategies are designed to grab audience attention and turn a reader into a shopper.
Content marketing seeks increase the audience a webpage and generate interest among it to get it to take a range of actions that can be leads or purchases. However, without a proper strategy, content marketing cannot achieve its ultimate goals. In this case, it would be to turn the audience into a customer.
To create content strategies for e-commerce, there are a few factors to consider, such as:
-Identify the client: No strategy can work without knowing exactly who the target customer is. In marketing, this ideal customer is referred to as the “buyer personality”. These “buyer personas” are profiles that must be created using real world data obtained through analysis of previous marketing campaigns and the data we have about buyers.
In this sense, demographic data (gender, age, address …), the personality of the buyer (are you buying impulsively? Are you skeptical? Etc.), their motivations and points must be taken into account in order to create an ideal customer profile. of pain and also the channels in which it is usually found (blogs, social networks …).
-Research: With all of the information obtained in creating the ideal customer profile, an investigation into the preferred channels of the audience should be conducted, e.g. B. to know which is his preferred social network, what content they consume and how they behave with their purchases.
With all of this data, a keyword search should be performed that focuses on the customer’s various search intentions and creates a content calendar that guides the content creation process.
-Publish content: Before purchasing, the customer goes through what is known as the “sales funnel”, which is divided into several areas (discovery, interest, decision and action). When creating the content calendar, it is important to plan different content for each stage of the funnel, as a content strategy is not just based on attracting new customers, but on getting the audience to buy through the funnel.
Each stage has its specifics, for example the upper part of the funnel, that of discovery, requires the creation of content that shows the weaknesses of the audience. This content is easy to consume and has no specific sale.
-Measure the results: Content strategies require a continuous analysis and adaptation process. Hence, it is important to analyze the results of the content in order to make the necessary changes and adjustments. With that in mind, the data is of interest: leads received, conversion rate, time on page, engagement, organic traffic and ROI. In this part it is also important to collect customer feedback.
-Content for each level: Each stage of the buying process requires its own types and channels of content. With that in mind, you have many channels like blogs, original images of products and services, video content, product guides, customer success stories, and email marketing campaigns.
