Strengthen your ecommerce content strategy, expand your audience
A good content marketing strategy can help increase site traffic for any online retailer, but if the content does not live up to its potential, you won't see the highest possible return on investment. Content marketing can be a great way to gather more information regarding retail customer intelligence, allowing you to hone your strategies even further.
Relevancy
The quality of your content is perhaps the most important area of focus. Having a blog loaded with keywords and links might help you see a boost in unique site visitors, but if the content is not interesting or relevant, the rate of conversion from visits to sales will suffer. It can be effective to blend relevant industry news with product information and brand-specific updates. For instance, an auto parts store can post how-to articles for basic maintenance as well as lists that feature the best tools or parts available through the retailer. It's important to stick to your niche, as trying to cover too many topics can take the steam out of this strategy's sails.
Design
Your blog should blend seamlessly with the rest of your site. Econsultancy reported that the blog should be easily accessible from the main site and feel integrated with the page. If your blog looks completely different than the rest of the site design, it may be off-putting or appear unprofessional, which will have a negative impact on its effectiveness. You should also ensure that site visitors can easily navigate back to the main site, as the source pointed out that this can be an area of frustration for online shoppers.
Delivery
You need to strike a balance with your content delivery. The amount of content you're creating as well as the time of day it gets posted can make a difference. When it comes to social media platforms such as Facebook and Twitter, most content strategists recommend sticking to two or three posts daily, and pushing them live in the early afternoon and early evening to reach the widest audience. If you go overboard sharing photos and links, your audience may quickly grow tired of the barrage of posts and unfollow your pages or be swayed away from making purchases. Too little content and you'll risk being forgotten.
Engagement
When you engage your audience, you can increase the odds that they will click through to your site and make a purchase. Posting photos and having consumers vote for their favorites or write their own captions, especially if you offer a prize like a discount or coupon, can be a great way to get people talking about your brand.
