If you own an online store then you’ve probably spent a good deal of time marketing it. There are so many options to choose from in terms of content. From social media campaigns to below-the-fold ads to sponsored articles, the real difficulty is building up the right content strategy and sticking to it. And there are huge benefits to be gained. Statistics show that content marketing can increase your conversions by a factor of 6! Each business is unique and so is each strategy, but below are a few tips that can help you get started.
Focus on results
Building a content strategy might sound as simple as putting together some great content and sticking it on social media or other platforms. But too often, we can’t see the wood for the trees. It’s easy to focus on the quality of content (and yes – it’s important) but it’s even more important to keep the “big picture” in mind and focus on results. In order to do that, think about your goals. Why do you want to publish content? What are you trying to achieve? Is your main goal to increase your overall conversion rate? Are you trying to boost sales on a particular product that is underperforming? Building your content around your goals is key to the success of your business.
Take time to think about segmentation
Writing great content without thinking about segmentation is like throwing spaghetti up against a wall and hoping that some of it will stick. Some of it might, but it certainly isn’t the best use of your resources. Before you get started, work to understand your customers. Who are they? What do they love? What do they hate? The more information, the better. A great way to harvest this type of info is to ask. You can add a short survey to your website, for example. A reviews platform is another great way to hear what your customers have to say.
Figure out how best to target your customers
Once you’ve done some detailed information gathering and research on your customer segments, it’s time to think about targeting. Depending on who they are and how they interact with your online store, some channels will make a lot more sense than others. If you are struggling with conversion and retention rates, a retargeting campaign may help customers return to your website. Engaging users with a pop-up and some content focused on their interest areas may stop them leaving in the first place. If you are struggling to get more people to visit your store, you might want to check out different advertising options and social media campaigns. Of course, the final mix of content, segmentation and targeting will depend on your business and your customers, and there is no one size-fits-all solution. It’s most important to stay agile, so if one method doesn’t work, don’t despair! Analyzing what went wrong might just be the key to building a new and improved campaign with the right tone, content and level of engagement, to help you achieve your goals.
Heyoya is a game-changing comments and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization through native advertising. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
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