December holidays are fast-approaching and as comscore points out, the e-commerce industry can expect a continued strong performance. After seeing the results from the second quarter this year, we know that shoppers are becoming more active in conducting product research online - to find the best bang for their buck! But consumers aren’t just looking for the best deals; they’re reading reviews, making comparisons, and creating and engaging in online conversations before they make a purchase. To fulfill consumer needs, content marketing can used impact purchase decisions in a positive manner.
Here are 3 ways marketers can use content marketing to arm customers with the information they need:
Knowledge is Power
“Sixty-five percent of respondents said they access a store’s website to make a purchase while shopping at a brick-and-mortar location,” according to Brafton. Consumers like to be informed before making a purchase, and you can help them by becoming the expert in your industry. Provide useful and valuable information on your website by using FAQs, blogs and guides that are tailored to your target audience. By educating your consumers, you can also influence them to purchase from your site. Furthermore, if your ecommerce site becomes the best source of valuable, relevant, shareable and dynamic information in your industry, it can help increase traffic, improve SEO, and bring potential shoppers to your site.
Build Trust and They Will Come
“Data from About.com found that more than 80% of consumers will not buy from a company if they do not trust it – and website content is key to building trust.” Trust can be earned through sharing high-quality content. One way to showcase your brand’s trustworthiness is to display social proof. For example, testimonials and reviews from other consumers. In addition, a further disclosure about your company and security policies through various content enhances transparency.
In the image above, e-bay, the grandfather of ecommerce, provides consumers with valuable information regarding online safety. This Security Centre helps foster and maintain consumer trust levels and credibility.
Boost Customer Loyalty
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” - Jeff Bezos, CEO Amazon.com
Just as the CEO of Amazon.com described, customer loyalty is still vital in ecommerce. Give reasons or incentives for consumers to come back to your site by offering exclusive deals, contests, games, and coupons on your site. You can even include user-generated content where consumers can share their stories and experiences with your brand. This is an excellent way to build relationships with your audience. A positive and satisfactory experience on your site will bring people back to your site, and they can even become your brand advocates! Check out Kitchen Aid’s recent attention-grabbing content marketing strategy. This KitchenAid Colourlogy educates and entertains consumers.
Websites give you the capability to provide abundant information and content to consumers. But don’t restrict yourself to only your website for content marketing! Social media is a great way to inform, educate, and interact with your target audience. The emphasis on content marketing is clear: use content marketing now to leverage your ecommerce.
Learn the steps to executing content marketing in this blog post: “Now is the Time to Invest in Content Marketing." If you need inspirations or ideas, check out the Ultimate 100 Content Marketing Examples from Content Marketing Institute.