7 Content Marketing Strategies to Promote Your eCommerce Website in 2022 (and Beyond)


Published: | By Kevin Payne

With the new iOS 15 changes, Google algorithm updates, and changes in buying behaviors impact the results eCommerce brands are experiencing when it comes to their content marketing campaigns. Content is becoming the main element behind the success of any eCommerce brand.

Most eCommerce businesses now understand the significance of content for getting in more customers and sales.

An effective content marketing strategy will draw your target customer, engage more visitors and improve awareness and reach. It'll also help generate quality leads, increase conversion rates, and better position your business as an authority.

Also, to maximize ROI, eCommerce businesses need to have a remarkable web presence; this is where content's significance and effectiveness come into the picture.

The key is to deliver a cross-channel content strategy that spans search, social, and tactical advertising to engage shoppers throughout their buyer journey.

Below, we will explain why eCommerce content marketing is so powerful. And also reveal seven different strategies to promote your eCommerce website.

7 Content Marketing Strategies to Use in 2022

1. Lay the Proper Foundation

First, choosing the right eCommerce platform is critical to your success. The platform you choose will go a long way toward dictating your reach, expenses, and processes.

Next, your site's usability and user experience will impact SEO and ranking. Focusing on user experience alongside other core ranking factors is vital because Google prioritizes websites that deliver the most reliable and optimized information. Still, Google has been actively improving users' experience over the last few years.

Also, If you have a Google Merchant Center, now's the perfect time to do spring cleaning. Make sure it reflects your e-commerce offerings, especially if you've set it up months or years ago. There's a good chance that the information showing up in Google Shopping is outdated, which will be a problem because potential customers may click through to your website only to find your products are out of stock.

Lastly, eCommerce sites will always be a hot target for cyberattacks, and they are chests of personal and financial data treasures. And for all businesses, the cost of a breach, both in loss of data or customer trust, can be hugely damaging.

Suppose you want to protect your eCommerce site from financial ruin. In that case, you need to invest in Digital Security like Aura.

For example, when your online accounts, passwords, or personal information have been compromised, Aura will ensure that you'll be aware of it.

Also, if there are unauthorized wire transfers, even the smallest ones, and a new bank account opening, you will be alerted to it. Just like the saying, "prevention is better than cure. "

You are ensuring that your eCommerce website can provide more secure forms of payment to prevent the possibility of fraud and identity theft. 

2. Use More Questions in Your Headings and Subheadings

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As more households adopt smart speakers, more shoppers will use voice search to shop online, order food, and manage their daily needs. 75% of US households will own a smart speaker by 2025. 

The rise of voice search creates an opportunity for eCommerce industries to search keywords and content. Keep it simple and inspire curiosity. Please write it the way you think it's most likely for someone to Google search by voice search it. Remember that SEO for voice is quite similar to regular SEO.

For example:

If you're writing about the best AI tool for digital marketing, a simple shift in the title can make your content more voice search-friendly. All you need to do is turn it into a question like, "What are the best AI tools for digital marketing in 2022?" 

Also, the article's content uses a similar method for subheadings. The key is to ensure to answer the question in the post directly.

3. Prioritize Using First-Party Data

Buyers are looking for personalized, custom shopping experiences online. The AI data allows a buyer to get personalized product recommendations and detailed customer service. 

Customers indicated that they were 110% more likely to add additional items to their baskets and 40% more likely to spend when the shopping experience is highly personalized.

Many trends might work for other businesses but not for your business. You are using customer data to evaluate if a trend is right for you. Consider utilizing more than one data-gathering tool to see customer trends from different sources. 

Many businesses have over-relied on third-party data and avoided the process of asking for visitors and users to register to their sites. This is no longer an option because The final days for 3rd-party cookies are here.

In March 2021, Google declared it would remove support for third-party cookies on Chrome. While iOS 15, which will be released now as it relates to marketing and advertising are, preventing senders from knowing when an email is opened, masking visitor IP addresses so online activity and location cannot be tracked, also letting users keep their email address private with the Hide My Email feature, by creating a randomized, unique email address that forward to their inbox.

As a result, paid ad campaigns that depend on third-party cookies will no longer apply. This change is particularly noteworthy if you rely on remarketing and retargeting ad campaigns to sell your products. 

The answer is to build first-party data to connect with your shoppers. This means prioritizing growing your email lists and giving more offers, like discount codes, coupons, and exclusive content, most likely to customers who opt into your website. In addition, reevaluate how your website is using first-party cookies. To respect new consumer privacy expectations, ensure you ask for your consent for your website cookies. 

4. Collaborate with Influencers 

Most of the demand on the Internet is fueled by influencers, which impact consumer purchase behaviors. The result can be enormous if you can make an influencer to promote your online store. Due to influencers' change of attention, being close to or befriending them is not an easy task. To earn their attention, you need to stand out. 

And many businesses have taken to Facebook, YouTube, or Instagram influencers to help them reach a wider audience. However, TikTok has taken off as the fastest-growing social media platform to this day. TikTok, influencer marketing opportunities are sprouting up left and right. And it has had the most active users.

TikTok thrives on short video content, emphasizing creative AI-powered effects, transitions, filters, and the like. Look into what content works best on TikTok to help you understand and screen the right influencers for your campaign. 

Here's an example of how influencer Victoria Bachelet presents a montage of video clips that show her visiting Target, buying Vera Bradley self-care products, and using them at home as she prepped for a new school year.

This video aimed to spread brand awareness for Target and the Vera Bradley X Venues self-care product collection.

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                                                                        (Video: TikTok)

Although the video caption clearly says the post is an ad, it still feels like the influencer made it. This makes the video natural and more like an endorsement than a native ad.

Also, an effective outreach marketing strategy is working with the right people. Deciding to work with just about any influencer willing to collaborate with your brand won't ensure results. That's why you need to screen influencers and choose only the ones who can stand to benefit from your brand and campaign. 

Remember that influencers are human too, and you don't have to bend backward to give them an absurd offer for them to accept it. Most influencers are willing to help you if what you're proposing will be helpful to their target market.

5. Go In-Depth with Your Product Descriptions 

72% of customers said they would instead learn about a product or service through video. 84% of people say they've been convinced to buy a product or service by watching a brand's video than they are nearly any type of content.

Here’s a video example by Training Mask.

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It is essential to show the item in action. This video is simple but gets the point across, especially for prospective customers. Also, it has everything anyone would need to decide if they wanted to buy the product. 

Once you've convinced individuals to make that purchase, you can let your goods themselves do the talking.

6. Teach Your Customers How to Make the Most of Your Products 

Video is one of the opportunities to educate your audience, which is a perfect way to show your customers WHY your brand is worth being purchased.

In the first place, 62% of businesses use explainer videos, while 33% create demo videos. 94% of marketers agree that videos have helped increase user understanding of their product or service. Authorize your customers with knowledge and insights that enable them to understand your products and how they can value them.

7. Invest in Paid Ads

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Individuals who click on a PPC ad are 50% more likely to buy than those who visit your site via organic content.

To start with PPC, you need to choose the paid advertising platforms you want to utilize. Depending on your budget and goals. Most platforms like Google, LinkedIn, or Facebook will provide you with demographic data as a minimum for individuals who saw your ads.

Says you choose google ads only, and you want to maximize its potential. With the help of GrowMyAds. They implement a complete account restructuring and transform your campaigns.

This will involve an updated strategy, initial cleanup, account restructure, ongoing optimization, PPC campaign expansion, and monthly reporting. And it will report to you to understand precisely how much money you are making for every dollar you invest in ad spend AND seeing that number go up every month.

Also, the Advertising platforms you choose to give you access to a goldmine of information about your audience. 

Remember, before you start putting in your time and effort on any platform, make sure that they're aligned with your purpose and your goals. This will cut down on unnecessarily wasted resources and give you an easier time getting your message out to potential customers.

Conclusion

eCommerce content marketing needs a lot of time and effort to be done well. However, the above strategies can help you improve your content strategy and build trust with your audience.

eCommerce businesses need to go the extra mile to ensure their content is exciting and interactive, allowing them to establish their authority to increase their drive traffic and conversion rates continuously.

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