A good website design gives people a good first impression. It is the first step to establish trust. Compelling content is an other essential component that determines the call to action. If your website is creating compelling e-commerce content that people would like and trust, it’s not hard to promote sales.
First, let’s take a look at these types of content.
- Product content – Images, videos, descriptions, specifications, options, and more.
- Promotional content – Sales, free shipping, new merchandise, and seasonal items.
- Home page content.Create compelling content on your home page and refresh it often. Focus on seasonal themes and products. Images are more effective than text.
- Merchandising content – Category descriptions and landing pages for ads or promotions.
- Blogs – Post about your customers, industry, trends, products, your company, employees, and successes.
- Newsletters – Link to blog posts. Keep newsletters short and relevant, embellishing with images or video
- Use Twitter to communicate customer service matters, promotions, and new products. You are limited to 140 characters or less, but images are welcome. Engage in a conversation if possible. Use hashtags to categorize tweets.
- Pinterest boards.Create new Pinterest boards that feature your products and showcase how they are used.
- Facebook posts – Write about trends. Post images. Engage in dialog with your followers. While not required, the 140-character limit is also a good target on Facebook, but you can extend this if desired.
- Tumblr posts – An alternative or an additional place to blog. Lead with images here if possible as Tumblr, like Pinterest, is visual.
- Pay-per-click text ads, Facebook ads, display ads all count as content. Keep your message consistent while tying in appropriate keywords.
Second, think about where your clients are in the buying cycle.
If a promotional incentive could establish the call to action, then the potential customers are probably in a vague frame of mind. Something more needs to be done to inspire them to take actions.
There are two different cases that require different strategies:
- If your customers are subscribed to a promotional newsletter, you can deliver promotional offers like coupons that are concise and focus on savings. You can add a deadline too.
- If your customers are browsing Facebook or Twitter, then your content should be informative and useful because they are probably not shopping. Remember to use images instead of pure text.
Newsletters can be used in multiple ways. It is better to segment your email list by topics that include new products, customer stories, promotions, and industry trends.
Blogs are tools for storytelling. No matter it is a single story about customer experiences or it is a legend about how successful a company is – it is all about establishing deep relationships with customers and influence their impressions.
What are some of your favourite content marketing tricks? Feel free to leave a quick comment below.
I’ll be around to reply to comments and answer questions.