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Growth Strategies for Ecommerce Through Content Marketing

Julia McCoy
Friday, 14th Jul 2023
Growth strategies for ecommerce through content marketing

If you’re running an online business, your goal is to always stand out from the competition, grab the attention of your target audience, and keep them coming back for more.

But what if your strategies aren’t working? 

The reality is that 90% of startups fail, and 10% of startups close shop before they even reach their second year.

This is where content marketing can help.

Content marketing is all about providing information that addresses your audience’s needs and desires.

We’re talking about blog posts that show how your product solves a customer’s problem, videos that make them hit the “share” button, and social media campaigns that ignite conversations and build relationships. 

With the right content, you not only attract hordes of eager customers but also foster long-term loyalty.

So, get ready to dive headfirst into the world of content marketing, where creativity meets strategy, and engagement meets growth. We’ll explore growth strategies for ecommerce through content marketing and show you how to leverage the power of content to unlock the full potential of your online store.

Table of Contents:

The Power of Growth Strategies for Ecommerce Through Content Marketing

More than 2.6 billion people shop online, and your e-commerce brand is just a click away from them.

That’s the power of e-commerce content marketing.

A solid digital marketing strategy can attract customers and turn those clicks into buyers, giving you a strategic advantage in the competitive e-commerce world.

Your potential customers are out there, waiting to discover your products through engaging blog posts or compelling social media updates.

To create an effective e-commerce content plan, start by understanding your intended audience and what they expect from their shopping experience. This will help you create content that will not only attract customers but also build loyalty among your current customers.

One important element of growth strategies for ecommerce through content marketing is SEO.

Effective SEO practices ensure that when potential buyers type relevant keywords into search engines like Google or Bing, they find YOUR product pages at the top of their results list.

Beyond creating great website copy or informative buying guides for your products, another crucial aspect of e-commerce content marketing involves promoting this material across various digital channels such as social media platforms or email newsletters. This ensures maximum reach and engagement leading to increased sales — after all, it’s no use having fantastic products if nobody knows about them.

Screenshot from Semrush

Optimize Content Creation

Your e-commerce content approach can be a major boon to your website’s SEO performance.

Why, you ask? Because search engines like Google love fresh and relevant content.

Creating compelling content can help your e-commerce website draw in organic traffic.

The best part? This isn’t just a one-time boost in visibility. Your well-crafted blog posts or product descriptions continue to attract potential customers long after they’re published.

HubSpot’s research shows that one compounding blog post creates as much traffic as six decaying posts over its lifetime.

compounding blog posts

Source: HubSpot

Know Your Audience: The Key to Targeted Messaging

Before creating any content, it’s crucial to understand your target audience. Conduct thorough research to identify their needs, preferences, and pain points. This insight will guide your content creation process and ensure you deliver value that resonates with your customers.

Keyword Research: The Backbone of Your Content Strategy

To maximize your reach and engagement with potential buyers on search engines, keyword research should be at the heart of your content creation process.

This involves identifying popular niche terms and phrases that people enter into search engines. Once you have identified these phrases, you can optimize each piece of new or existing online copy around those keywords.

Enticing Product Descriptions That Offer Value

Your product descriptions should be clear, concise, and persuasive. Highlight the unique features, benefits, and use cases of your products. 

Incorporate relevant keywords naturally to improve search engine visibility. Make sure your descriptions are informative and compelling enough to convince potential customers to make a purchase.

In-Depth Articles for Better Search Engine Ranking

You’ve probably heard about “long-form content” but wondered if it’s worth the effort. 

Well, here’s the scoop: creating articles that are 2,000 words or longer can significantly improve your ranking on search engine results pages (SERPs).

A study by Backlinko found out that the average word count of a Google first page result is 1,890 words.

Why does in-depth content tend to perform better?

Longer content gives you more time to fully answer your audience’s questions and fulfill their informational needs. When the topic calls for it, going long-form can go a long way.

How to do it: Create a blog section on your e-commerce store and publish informative, relevant, and engaging articles. These can include how-to guides, product reviews, industry trends, and expert advice. Not only will this help attract organic traffic through search engines, but it will also position your brand as a reliable source of information, building trust with your audience.

Compelling Visuals That Bring Your Product to Life

High-quality product images and videos can significantly enhance the user experience of your e-commerce store. Invest in professional product photography or create engaging videos that showcase your products from different angles. 

Allow customers to zoom in on product images for a closer look. Visuals that accurately represent your products can boost trust and encourage conversions.

On-Page SEO Tactics for Ecommerce Websites

In addition to producing engaging written material using relevant keywords, other elements such as meta tags, URL structure, and internal linking also play an essential role in optimizing individual web pages (including product pages) for higher rankings on SERPs.

Screenshot from HubSpot

Personalize Calls to Action for Increased Engagement

Let’s get real, nobody likes generic. Especially not your potential customers.

Brand marketers are now leveraging customer data to personalize the content experience on their e-commerce store. Recommendation algorithms can suggest related products or items frequently bought together. 

This trend of tailoring content to individual customer preferences can increase engagement, improve customer satisfaction, and drive repeat purchases.

When you create content, you can also personalize calls-to-action (CTAs).

A HubSpot study found personalized CTAs perform 202% better than their generic counterparts. 

Yes, you read that right – 202% better.

It’s time to tailor your CTAs to the customer journey.

People who come to your site may have diverse backgrounds in terms of their buying journey; some could be encountering you for the first time while others might already be primed to make a purchase.

To start with, segment your target audience based on their behavior and preferences on your e-commerce website.

You can use data from user profiles or past interactions with your site to create dynamic CTAs tailored specifically toward each group of users.

Here are some examples of effective call-to-action (CTA) statements tailored to different stages of the buyer journey:

Awareness Stage:

  • “Learn more about [topic/product/service].”
  • “Discover the benefits of [product/service].”
  • “Download our free guide on [relevant topic].”
  • “Subscribe to our newsletter for industry insights.”

Consideration Stage:

  • “Explore our [product/service features].”
  • “Compare options and find your perfect match.”
  • “Request a demo or consultation.”
  • “Read customer reviews and success stories.”

Decision Stage:

  • “Buy now and get [exclusive offer].”
  • “Take advantage of our limited-time discount.”
  • “Start your free trial today.”
  • “Get a personalized quote for your needs.”

Retention/Advocacy Stage:

  • “Join our loyalty program for exclusive benefits.”
  • “Refer a friend and both of you will receive rewards.”
  • “Leave a review and help others make informed decisions.”
  • “Follow us on social media for updates and special offers.”

Remember, the key to crafting effective CTAs is to make them clear, compelling, and action-oriented. Use action verbs, create a sense of urgency or exclusivity, and consider incorporating relevant incentives or rewards. 

Tailor your CTAs to resonate with the specific needs and motivations of your target audience at each stage of their buyer journey.

Here are some power words you can use for your CTAs:

And here’s a video on how to punch up your blog-ending CTAs (hint: work on your ability to write engaging blog conclusions).

Leverage User-Generated Content for Brand Loyalty

Are you aware that UGC can be a major asset for your e-commerce business?

It’s true.

Any type of material – images, videos, words, or sound recordings – posted by users on web platforms like social media and discussion boards is known as user-generated content. This type of content not only amplifies brand loyalty but also deepens relationships with existing customers.

In fact, it’s so effective that brands like Lush Cosmetics have successfully used this strategy to build an engaged community of loyal advocates.

lush cosmetics and user-generated content

Source: Nosto

User-generated content also provides social proof and builds trust among potential buyers. That means you should encourage customers to leave reviews and ratings for your products. Showcase positive reviews prominently on your product pages to influence purchase decisions. 

Additionally, consider featuring customer photos and testimonials to create a sense of authenticity and community around your brand.

Online reviews are a significant part of the customer journey today as they impact purchasing decisions in big ways.

93% of consumers say online reviews impact their buying decision while 82% make an effort to read reviews before purchasing a product.

Highlight these reviews on your website for more social proof.

Source: Exploding Topics

Differentiate Your Brand With a Killer Content Strategy

With your e-commerce store now operational, the challenge is to make it stand out in a competitive environment. That’s awesome. But how do you stand out in the crowded e-commerce world?

A killer content strategy can be a game-changer.

Consider creating glossaries or comparison pages as part of your content marketing tactics. This not only offers value to potential customers but also boosts brand awareness.

GEICO’s glossary of insurance terms is a prime example of this tactic at work.

The company has put together a comprehensive list of insurance-related terms that educate customers while subtly promoting their services. By utilizing this strategy, GEICO is able to benefit from a twofold effect.

Screenshot from Geico

Comparison pages are another powerful tool for setting your brand apart from the competition. Check out Leadfeeder’s comparison page, for instance.

This page provides visitors with a detailed side-by-side analysis of Leadfeeder versus its competitor Visitor Queue, helping them make informed purchasing decisions while positioning Leadfeeder as the superior choice.

But wait, there’s more. Interactive content like quizzes or calculators can engage users on a whole new level compared to boring old blog posts or product descriptions.

In fact, a Demand Metric report shows that interactive content generates conversions 70% of the time, while passive content only manages 36%.

  • Create buying guides that help potential buyers navigate complex purchase decisions easily – think “The Ultimate Guide to Buying Smart Home Devices” if you’re selling electronics online.
  • Showcase customer stories on your website – real-life experiences always resonate better.
  • Publish case studies demonstrating how people have benefited from using your products.

Incorporating these creative concepts into your web store content plan will not only draw in purchasers but also create faith and allegiance to your business eventually.

Stand out in the crowded e-commerce world with a killer content strategy. Differentiate your brand, engage customers, and boost conversions. #ecommerce #contentmarketing Click to Tweet

Maximize ROI Through Strategic Content Promotion

Content promotion is the secret sauce that gives your e-commerce content marketing efforts wings to fly.

You’ve invested time and energy into crafting appealing content, now it’s time for that material to do its job and draw in customers.

The first step is understanding where your potential customers hang out online – are they scrolling through Instagram, engaging on Facebook, or networking on LinkedIn?

Once you know the web spaces your target audience frequents, you can strategically advertise your content there.

In addition to promoting across various digital marketing channels like email newsletters or paid ads, consider leveraging affiliate marketing as part of your overall strategy too.

This tactic involves partnering with influencers or bloggers who have an established following relevant to what you sell. They create unique curated content around their shopping experience with your products and share them with their followers, driving organic traffic back towards your site.

How to Create Growth Strategies for Ecommerce Through Content Marketing

In the ever-evolving ecommerce world, having a solid marketing strategy even beyond content is crucial for the success of your brand. This involves various tactics that help increase sales and attract customers to your e-commerce websites.

Referral Marketing

A powerful tool in ecommerce content marketing, referral marketing can drive significant organic traffic to your website. Encourage existing customers to refer friends and family by offering incentives such as discounts or freebies. This not only increases brand awareness but also fosters customer loyalty.

Loyalty Marketing

To retain current customers and turn them into repeat buyers, consider implementing a loyalty program. Reward customers for their purchases with points they can redeem on future orders, creating a cycle of buying and reward that encourages further purchasing decisions.

Increase Average Order Value (AOV) with Upsells

Another effective tactic is upselling products on product pages or during the checkout process. By suggesting additional items related to what’s already in the shopper’s cart, you increase both the order value (AOV) and overall revenue.

Highly Targeted Ads

Promote content through highly targeted ads to reach potential buyers who are likely interested in what you offer based on their online behavior patterns. Platforms like Facebook allow detailed targeting options, so you can tailor ads specifically toward your target audience.

Automate the Sales Cycle

Use email automation tools to send personalized messages at key stages of the buyer’s journey – from welcome emails after sign-up to follow-ups post-purchase.

Schedule posts across multiple social media platforms using scheduling tools. This keeps followers engaged without constant manual posting.

Note: While automation makes tasks easier, it should never replace genuine human interaction. Customize automated responses whenever possible to maintain authenticity!

Use Growth Strategies for Ecommerce Through Content Marketing to Build Brand Trust and Foster Loyalty

Growth strategies for ecommerce through content marketing are not about immediate sales. It’s about building brand trust and fostering loyal customers who will return again and again.

Your blog posts, buying guides, and product pages – all these pieces of engaging content help educate customers about their purchasing decision while simultaneously increasing brand awareness.

A well-executed e-commerce content strategy doesn’t stop at attracting new potential buyers. It continues nurturing existing customers through the sales funnel by offering valuable insights or entertaining reads even after they’ve made a purchase.

By creating compelling and personalized content that resonates with your target audience, optimizing SEO performance, leveraging user-generated content, differentiating your brand through unique strategies, and maximizing ROI through strategic promotion efforts, you can attract and engage potential customers while fostering brand loyalty.

Through a solid content marketing strategy, you can educate customers throughout their buyer’s journey, increase organic traffic to your e-commerce store, and ultimately drive sales and revenue.

Written by Julia McCoy

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