3 Steps to Rock Content Marketing in E-Commerce
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This document provides guidance on creating effective e-commerce content marketing. It recommends focusing content on four key steps: 1) Attracting and inspiring customers with fun, visual content related to their interests; 2) Helping customers choose products with guides, reviews and demonstrations; 3) Helping customers buy with detailed product information and calls-to-action; and 4) Continuing to help customers after the sale with setup guides, maintenance advice, and community building. The document stresses listening to customers and answering their needs and questions at each step of the buying process to build trust and loyalty over time.
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3 Steps to Rock Content Marketing in E-Commerce
- 2. Source: National Center for Biotechnology Information, U.S. National Library of Medicine,The Associated Press The a&ention span of a goldfish is 9 seconds… Today, we humans … 8 seconds
- 3. Changing Buying BehaviorAd overload Channel overload Source : Qmee This is our world today.
- 4. Google is ge&ing between you and your customer…
- 5. With Google rich snippets…
- 6. With Google shopping “recommendations”…
- 7. And buying ‘through’ Google on mobile…
- 8. Google’s search algorithms are changing… * the algorithms are called Panda & Hummingbird, in case you wondered about the panda-‐‑bears…
- 9. Google now “filters” content on Relevance and Quality… What does this means? Crappy content won’t make it to the search anymore, even if you know about SEO…
- 10. Facebook is doing the same, and reducing organic reach for irrelevant and crappy content.
- 11. MANY ECOMMERCE SITES ARE JUST STATIC CATALOGS OR E-BROCHURES, NOT “SHOPPING ASSISTANTS”. Robert Rose, CMI
- 12. And static catalogs won’t make it through the “filters”…
- 13. Let’s make e-commerce content relevant to shoppers, shall we… Ready ?
- 14. STEP 1 : ATTRACT & INSPIRE
- 15. Blendtec, yep the blender guys, a&ract with fun content…
- 16. But also with recipes on Youtube on how to make smoothies…
- 17. Together with an inspiring and fun blog …
- 18. This music gear shop helps with selecting your guitar amplifier…
- 19. You can even virtually walk around in their physical shop… * If only I could relax in that deliciously comfy looking armchair…
- 20. This travel gear shop a&racts by inspiring travellers…
- 21. CREATE A CONTENT HUB THAT RESONATES WITH YOUR SHOPPERS’ INTERESTS Do not sell Around interests Visual Show next step
- 22. STEP 2: HELP THEM CHOOSE
- 23. Need a new bed, but don’t know which one ? This step-‐‑by-‐‑step online guide will help you pick the right one…
- 25. Real employees in video’s talk about products, the good AND the bad things about the products they sell…
- 26. STEP 3: HELP THEM BUY
- 27. Content Product Specs / Info Performance demonstrations Comparisons Elaborate product descriptions Advantages Frequently asked questions Enough general info Related products & accessories Reviews Longer videos Customer reviews & ratings A li+le push Free trials Consultations Coupons Discounts Flash sales
- 28. STEP 4: AFTER THE SALE, KEEP HELPING
- 29. Content Installation and setup guides In-‐‑depth videos showing how the product works Maintenance advice & upselling advice BUILDING YOUR BRAND, AFTER THE ONLINE SALE Follow Up Emails Blog article on how to setup Social Community Email Net Promoter Survey Accessories Blog Article Accessories Guest Blog “Need help” phone call
- 30. WHAT CONTENT DO I NEED?
- 32. CONTENT ALONG THE BUYING CYCLE New Customers Growing Customers WHAT HOW WHY Awareness Consideration Buying Impress Enthuse Advocate © HappiFish Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action MEANINGFUL Strangers Visitors Leads Customers Promoters Advocates TRAFFIC DEMAND SALES
- 33. CREATE YOUR CONTENT STRATEGY LISTEN process ANSWER process EDITORIAL PLAN CREATION PROJECT MGMT PUBLISH & PROMOTE CONVERSATION MGMT MEASURE Business Objectives Marketing Strategy Brand DNA Roadmap SOCIAL MEDIA STRATEGY “themes” Content marketing strategy Content strategy © HappiFish
- 34. THANKS FOR THE CONTENT… BUT I’LL BUY ELSEWHERE ON PRICE
- 35. • Give people a reason NOT to shop on price (but you will always have price-‐‑ buyers) • Customer service • Packaging • Shipping • Returning • Follow-‐‑up • Work your competitors weaknesses • See complaints about logistics ? show you deliver • Notice complaints about faulty products ? show your no-‐‑hassle return • Heard complaints about customer services ? show your employee’s dedication • Build your brand • This takes time • Show, don’t tell CUSTOMERS BUY SOMEWHERE ELSE ON PRICE….
- 36. 1. ATTRACT & INSPIRE 2. HELP CHOOSE 3. HELP BUY 4. AFTER SALE, KEEP HELPING
- 37. www.happifish.be
- 38. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers. P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?