In several previous articles, we discussed how influencer marketing needs to be approached and how your e-commerce business can benefit from this digital marketing instrument. Influencer marketing remains one of the best ways to gain exposure and immediate conversion right now.
However, investing in influencer marketing is only one part of a complex equation. To really gain recognition and build a relationship with the audience, you need good content marketing campaigns supporting your brand. Content is still king, and here are some of the ways you can leverage it.
Tell Behind the Scenes Stories
The stories behind your e-commerce business can be just as exciting as promotional offers and discounts when presented in the right way. Many e-commerce sites aren’t connecting well with their customers simply because they failed to show genuine depth through their content.
Stop thinking about promotional offers for a second and think about what your customers would love to know about your business. Are you a family-run e-commerce company? Do you develop your own products? What special touches do you add to the products you deliver?
These are details that can be fascinating when told as parts of a story. For example, you can create a series of articles or videos about how you handle every product you ship to customers with extra care, and customers will feel more appreciated when they consume your content.
Deliver Real Value
Yes, discounts and promotional offers are attractive, but they are only interesting for those who want to make purchases. For the rest of your audience base – especially customers who already bought your products – what they really want is real value.
Instead of talking about promotional offers, try developing content around how to better use your products. Talk about hidden tricks, get users to join in the discussion, and create an engaging set of content as part of an effective content marketing campaign.
As an added bonus, you can use the content produced in your email marketing campaigns. You are delivering real value directly to the audience’s inbox, and nothing is more powerful than that. Continue figuring out what the audience really wants to further refine this campaign.
Personalize
While you want to be as organic as possible when developing content for your digital campaigns – meaning that you want the content to be evergreen and universal – you still have to think about specific segments of your audience.
The most effective content is that which is developed for a specific audience group. This is because you can then fine-tune every aspect of the content, from the choice of words to the tone and colors you use, to that specific audience segment, resulting in a deeper connection with them.
This is a lot easier to execute than you think. Tools that automate the delivery of content to a specific audience are widely available. E-commerce platforms and other CMS tools are also equipped with features that let you customize the user experience to perfection.
Combined with other digital marketing campaigns, powerful content marketing can really tighten your bond with the audience. All you have to do now is utilize the ideas we have just discussed to get started with developing your own content marketing.
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Community manager at Visual Contenting. Jacqueline loves to talk about social media trends, new technology and how they help businesses accelerate their marketing efforts.
