Ecommerce is the new norm in both retail as well as even wholesale markets and they are fast replacing physical stores. Recognizing the potential of this vast market, manufacturers, brand marketers, retail chains have all joined in to make this vast online market lucrative. There are now several players in this field that are projected to hit business worth US $ 20 billion by 2022. These manufacturers and retail players have brought in unbelievable promos, offers, discounts and there are finance companies that are offering credit facilities with increasing credit limits.
Content Marketing Tips For E-commerce Brands
There were initial shortcomings in e-commerce and they are being overcome one by one. Besides this focus of making the virtual more and more realistic and increasing value and the shopping experience of online E-commerce customers, E-commerce sites are now having to resort to content marketing to not only market their products but also to enhance the visibility of their sites so that they rank in priority in search engines and more customers are drawn to their site.
Surviving in this highly competitive, volatile, and uncertain environment means that E-commerce sites need to develop highly robust content in order to just survive. Content needs to be well researched, thorough, and excellently written along with attractive and eye-catching audiovisual tools to be embedded for the site to stand out and attract both attention as well as customers. The content needs to drive more traffic towards the sites to increase their market share and sustain sales. Not just writing quality but even the overall web design and SEO needs to stand out in order to attract more customers and business.
The first need for content marketing is to make their expertise, authority, and trustworthiness score ( EAT Score) to be highly robust. The site must display the expertise of the products being sold even if they are not the company’s own products. The content about the products on the site needs to satisfy curious visitors and need to answer their queries effectively. Customers and visitors to the site must have this impression that the site is an expert on the subject of the products. Customers do not prefer agents and franchisees and prefer to do business with firms that exude expertise in the business.
With deep knowledge of products comes confidence and authority. Third-party sites need to demonstrate that they are verified and authorized distributors and retailers. They need to have some extra commercial powers that they can pass on to customers and this is perceived by customers as authorization from the manufacturing company. It is common for E-commerce sites to be linked to other sites but content needs to be designed in a way that customers feel they are doing business with a bigger entity. Building trust is the third important requirement of this triad. Web content needs to be designed in a way that customers feel safe in a particular site and have the confidence that their complaints, queries, and even reliable after-sales service will be taken care of. The site must be designed such that visitors and customers have a smooth transition through the site right up to checkout. A survey has shown that 64% of customers buy on belief. In E-commerce, this translates to the E-commerce site.
The next important feature in content marketing is to have good videos and upload them with the content. Everyone knows the power of video to make a product come alive and for customers and site visitors to have a visual feel of the product. The next important feature is reviewed by reputed companies and by entities and celebrities. That is a way of validating the products on offer.
Content marketing is itself evolving just as E-commerce is evolving and both need to work with each other and complement each other.