5 Creative Content Marketing Ideas for Your Ecommerce BusinessSazzad Sumon
If you want to drive organic traffic to your ecommerce website, content marketing is the way to go. When done correctly, content marketing can increase audience retention, strengthen social media traction, generate leads, and improve conversion rates. However, with such a massive amount of information available online, it has become quite essential to stand out.
Conventional approaches don’t cut it anymore. You need to be creative, wherever possible, to stimulate interest among the target audience successfully. If you fail to stand out and are incapable of working around your competitions’ strategies, similar entities might overwhelm your business in the online space.
To give you a head start, we have compiled a list of five creative content marketing ideas that could boost your ecommerce performance. By the end, you should have a firm understanding of how to market content in unconventional yet effective ways.
- Tell stories
To improve customer engagement, you should focus on relatable content. Referring to frequently asked questions can give you a good idea about what the main concerns are. Once you identify the common areas of concern, tell stories on how your brand or a particular product addresses those.
Try to incorporate emotional elements into your stories to make them more impactful. Using real-life experiences can help in this regard. As 93% of prospective buyers refer to peer reviews before making purchasing decisions, it is wise to build upon peer experiences rather than take a generic route to highlight the offerings without any particular context.
Try to highlight the causes and principles you stand by. It is all about resonating with prospective customers. Establishing a common ground would give you the foundation for building long-term relationships.
Good stories can induce change and drive the audience towards action. Besides having emotional elements and qualitative value, compelling stories should always solve an existing problem. If you provide a solution to a problem nobody is concerned about, then the story would fail to reach your target audience, irrespective of the content.
2. Make it interactive
Interactive content is more like conversations between you and your clients without requiring you to participate actively. As 9 out of 10 consumers are inclined to interactive content, incorporating well-developed ones would boost customer engagement.
Interactive content can come in several forms. Visitors can take quizzes to zero in on products that suit them the most, or they can get educated on targeted topics by navigating through a database. The goal is to make the interaction easier. Simplifying the interface and eliminating all elements that make the process cumbersome should be of prime concern.
Some modern websites have avatars, controllable by the visitors, to interact with the on-page elements. If you know your audience and are willing to make the experience fun for them, you too can take such radical routes. It is important to remember that not all approaches will resonate with every one of your clients. Identifying the sweet spot is vital.
- Use product videos
A well-written product description can surely get the job done, but you would have to go beyond that if you want to stand out. Product videos help you pack loads of information into digestible packages. Videos reduce the time required to go through a particular volume of information, and you can showcase your product for what it was meant for. Showing diverse uses could convert even the most unsuspecting customers.
Using different filmmaking techniques like stop motion and time-lapse can add dimension to your videos, making them even more stimulating. You never know what might hook your customers. Hence, it is advised that you use different techniques for different videos and see what works best.
Incorporating endorsements from genuine customers can also add value to the videos. Try to aim for one-stop solutions where prospective clients can get information on product usage and customer reviews. The more time they have to spend on acquiring information, the more mundane it gets.
Do not get carried away in post-processing. If you make a video exaggerating the product features, you might be in for some severe criticism. Find creative ways to demonstrate functionality while keeping things real.
- Use influencer content
When endorsed by popular figures, content usually gains more authority and more reach. Influencer content could be as simple as a blog post or even a well-documented video log associated with your brand or products.
When an influencer works as a spokesperson for your brand, the associated followers don’t need anything else to trust you. Consequently, they trust you faster and make swift purchasing decisions. However, if you cannot deliver on your promises, you will be at risk of jeopardizing your reputation for good.
Influencers usually have a solid online presence on different social platforms. If you can strike a deal with the right one, getting access to many potential customers will be a walk in the park.
For ecommerce businesses, it is essential to choose influencers who resonate with the products or services themselves.
It is more likely that influencers and followers share similar interests. This means the right influencer can help you get access to the right audience for your business. It could get quite tricky to get your message across if the influencer and the followers cannot connect with the brand.
- Show the hard work that goes behind your business
The work behind producing products or delivering services accounts for most of a brand’s success. And if your business is adhering to ethical norms, there is no harm in showing it off from time to time. Making your customers aware of the origin of the products could provide higher credibility.
Be sure to engage your customers through the whole process by highlighting your operations’ impact on the environment and society. You can also shed light on how you are doing things differently than your competitors.
In many cases, you can visually portray the process that ensures the integrity of the products. You can also illustrate how you handle after-sales services. Sceptical visitors are more likely to find ease through such content. Consequently, the chances of converting them increase.
While making ‘behind the scenes‘ content, do not skip the failures.
Instead, try to demonstrate how you recuperate from the hurdles faced along the way. Give adequate recognition to the hardworking teams, enhancing team morale, and upholding your brand’s inclusive image.
When it comes to content marketing, it’s all about making connections with your audience. If you can provide something of value that could be traded in for their attention, the chances of converting visitors go up. Don’t be limited by these mentioned ideas. Explore each avenue to determine what works for you and your audience.
If you stumble upon the next crazy content marketing idea, which might seem intimidating, don’t be afraid. Try to scale that idea down and apply it in increments. Once you identify the perfect recipe, everything else will fall in place. Try to stay updated with emerging trends and content marketing strategies. If an idea inspires you, do not imitate it straight away. Analyze the opportunity costs and incorporate your twist that adheres to the business.
Content marketing is not that complicated. If you truly understand what your audience wants, everything becomes straightforward.