Are you uninspired about what ecommerce website content to write? We share five content marketing strategies that are proven to generate sales online.
The ecommerce industry is rapidly growing. Brands realise it takes far more than a simple product description to sell online. They are competing with big brands with even bigger budgets, and that means creating ecommerce website content that stands out from the crowd. You can use today’s article as a reference guide to the types of ecommerce website content at your disposal when constructing a content strategy for your business.
Think of this guide as a complete guide to writing content for your ecommerce website so that you never miss an opportunity to convert clicks into customers online. Ready? Let’s get started…
Blogs and informative guides are like content marketing gold dust. They can be used at any point in the sales process to engage with your target audience. Blogs take many formats: new products releases, how-to-guides, resources and opinion pieces. Because they are packed with such informative content, it’s a great way to establish yourself as an expert in your industry and place you ahead of the competition.
What’s more, they are great for SEO. The online marketing tactic of search engine optimisation is the process of ranking higher in the search results. This, in the right hands, SEO has the power to get more eyes on your brand. Typically, people don’t scroll past the first page of Google, so it’s essential to secure those rankings. The higher up the search results you climb, the more attention your business will get. You can even reach out to other websites with a guest post to spread brand awareness.
Post regularly: Posting on a regular basis is time-consuming, but it does works. Create a content schedule and check posts off as they go live. Your audience will keep coming back for more and won’t forget you. Familiarity is the key to ecommerce website content success.
1000+ word count:Since the recent Google algorithm update, poor quality content has caused websites to drop in the rankings. Content that is high in value and informative, with a strong internal linking structure, is a big thumbs up. The average first-page result contains no less than 1,890 words. Instead of writing a blog post of 500 words, hitting publish, and sharing on social media, think bigger. The days of cramming keywords into every sentence are long gone – it’s about quality content.
Keyword research: I thought you said it’s not about keywords? It’s not all about keywords. Don’t neglect them; you will get nowhere. Optimising your ecommerce website content for the right keywords is essential to online success.
Let’s say you are the proud owner of an online clothing business. You want to promote a new collection of dresses but what keywords do you go for? The keyword volume for the word “dresses” is 81,000. Instead, consider specific phrases to bring in relevant traffic. What type of dress are you promoting? Is it a style that people are searching for? What is your target audience? The answer to these questions is the key to generating sales.
Images: A page filled with text can be tedious and results in a higher bounce rate, so why not break it up with eye-catching images? These images can also help with SEO if you use the correct alt tags.
2) Social Media
Another core element of any content marketing strategy is social media posting. It’s not about funny dog video anymore, are we right? It’s a huge opportunity for your business to connect with potential customers. A social media post can be linked to your blog posts, guides and product pages to encourage sales.
A post can be valuable in many different ways; a career post may help with recruitment, while funny GIFS and videos can be used to add a personal element to your business. It’s all about finding a balance, doing your research, and tracking your performance.
Targeted posts: Different social media platforms are used to target different demographics. LinkedIn is perfect for B2B companies – need to promote a new position at your company? This is the platform for you! What about a product launch? Facebook, Instagram and Pinterest are visual programs that offer ‘Shop Now’ options.
Engage in conversations: The benefit of social media is the instant interaction you have with potential customers. It’s similar to a review, email or enquiry but more intimate. There’s more to social media than sharing content – it’s about starting conversations and asking your followers questions.
Infographics provide information in a way that’s fast, visual and even fun. More than merely a pretty post, infographics give your business an edge over the competition. A business may post an elaborate article titled ‘50 Fun Facts About Solar Panels.’ As a competitor, you have the opportunity to increase engagement with an infographic that blends creativity and genuinely valuable information. On top of that, with a simple URL, they are easy to share and have the potential to go viral, making them the perfect addition to your ecommerce website content strategy.
Don’t forget to promote it: Give your infographic an extra boost through social media promotion. Tag your connections, send to influencers and industry professionals, and submit your infographic to directories.
Use free online tools: You don’t need to have constant creative inspiration to create an infographic. There are many free online tools out there to help you create the best infographic for your business – piktochart.com is a great place to start!
4) Video Production
Highly professional video marketing is incredibly versatile in subject matter, style, branding and length. It’s worth doing some research into the types of videos that would appeal to your target audience. These videos can be uploaded to your website, along with multiple video sharing platforms to help increase brand awareness!
Include a transcript: As search engines don’t process visual content (Google is a text reader), it’s a good idea to include a transcript alongside your video – this will boost SEO. Plus, it will appeal to users who prefer to reading to watching content.
Product videos: Regardless of your ecommerce website content strategy, product videos are a must. The statistics are overwhelming: 73% of buyers are likely to buy after watching a product video. That should be a good enough reason to add video marketing into your marketing mix. Why not test it for yourself? Let us know your results @SEOYorks
5) Email Marketing
While this is a different avenue of ecommerce website content, it’s incredibly valuable. Email content serves many different purposes. For starters, it can be used to communicate with return visitors by sharing product launches or information based on their purchase history. A more advanced email campaign will encourage sales from customers who have visited your site and left without making a purchase.
Personalisation: The ability to personalise email content will send your conversations through the roof. You can personalise your emails based on what people have searched for previously, geographical location and name.
Subject line: Subject lines change the game. This is the first line of content your audience will see before choosing to open the email or send it to junk. Getting this right is important. Statistically, a subject line that reads ‘Enquiry’ or ‘Re’ will have a much higher open rate because people see this as important.
Ecommerce website content writing experts!
So, there you have it. Our comprehensive list of ecommerce website content that will get your brand noticed online. Don’t expect to see results overnight; it takes time to make a lasting impression. Once you start to experience trends in results following a revised strategy, it’s a case of taking it one step further – develop your strategy accordingly, and don’t forget always to follow Google’s best practices.
If you have any questions about ecommerce website content, we’d love to share our advice. Send your questions across to [email protected] or drop us a call on 01226 720 756.