In the digital sphere, the right type of content executed under the appropriate marketing strategy is what drives online retail sales. The ecommerce industry in the UK is rapidly expanding with Business Insider reporting that in 2016 online retail sales topped £133 billion, a 15% increase on 2015.
The role of content marketing is becoming even more indispensable in keeping a multibillion-dollar industry alive and running. That’s why it’s no secret that brands do their best to not only maximise current online marketing strategies, but also do their best to keep pushing the content marketing envelope. In our previous article ‘Tips To Boost Ecommerce Sales Through Email Marketing’, we looked at how this form of marketing was still very effective for ecommerce stores. In this article we look at how to make the most of content marketing to increase sales in the long-term.
Get the Information Out Effectively
Start-up online stores need to be well informed on how to best utilise content marketing. In order to successfully promote the store and the products, the ecommerce site needs to ensure that it reaches the target audience. There are many ways to get information across, and start-ups will need to evaluate which form of content marketing best suits the brand. The most common form of content marketing is a blog. Inc.com in their list of ‘6 Reasons Why Ecommerce Websites Need a Blog’, emphasised the importance of providing clear and entertaining content. The site states: “most people will decide whether they want to continue reading by the first line of your post”. In order to keep the reader interested it is imperative that you communicate directly to your target market.
Create a Brand Narrative
With the advent of social media, more and more people have been given access to a public platform where they can share their stories. To captivate wider audiences, it’s no surprise that more and more brands realise that approaching their content through a mind-set of a storyteller is the most effective way to increase sales. The Ecommerce Times believes that content marketing is all about storytelling because it engages the audience and encourages them to return. The site spoke to a marketing expert who said: “storytelling will always be at the core of every brand’s content marketing strategy”. Social media is the perfect platform to create a brand narrative due to the multiple approaches companies can take. For instance, Facebook has recently developed a new form of advert called Canvas, which allows brands to create an interactive advert that consumers can use without leaving the site. This is proof that start-ups should always value how customers respond to a brand narrative. If an ecommerce store can create a connection with their customers there will be a high chance of sales.
Be Aware of the latest Marketing Trends
The marketing landscape is constantly changing and adapting to new developments. Digital marketing specialists Ayima state that cutting through the noise and clutter online via inventive methods is the best way for mass-media appeal. The best way to cut through the noise is through staying up-to-date on the latest trends. For example, Adweek report that brands should develop richer forms of content to capitalise on modern consumer habits. They believe that video content is one of the most effective forms of content marketing because it requires the viewer to click play and engage with the site.
Content marketing is a two-way form of communication with the consumer. Ecommerce stores can use content marketing to compile data on the target audience’s consumer habits. This allows the site to change and adjust areas to better fit how customers are responding to their products. Creating a monthly report will allow start-ups to see any gaps in their strategy and change their approach to drive up sales.