The Path to Selling Includes Sharing

March 3, 2016 Dawn Mortensen

How-to Videos for E-commerceYour online retail site is about more than just the products you sell. It’s also a valuable resource for your users. It should be engaging, offering unique photos, videos, articles and features that shoppers won’t get anywhere else. This content is a powerful tool that you can use to boost your brand and elevate your sales.

The creative use of content can give e-commerce customers a unique and memorable shopping experience – one that creates brand loyalty and convinces customers to buy.

There are many types of non-product content you can use to enhance your shoppers’ experience, and ultimately lead them to a purchase. Some of the top content types used on retail sites are social posts, blogs and how-to articles.

Showcase social posts

A social media strategy is a given for any online merchant today. When you integrate content from your social media networks into your main website, you can deliver more information to buyers and get them excited about purchasing your products. Show that your social pages offer reliable, valuable content and it will compel users to keep coming back for more.

Social content is especially important because it gives the consumer a window into how others are using the products they’re considering purchasing. Some photos, videos or blogs might appeal to a consumer’s practical decision-making by showing the quality and price of the item. Other posts might strike an emotional response, creating a desire for the item because it’s fun or in-fashion. Either way, social content can be a strong influencer in motivating shoppers to buy.

To take your social strategy to the next level, you can also tune in to the Tuesday, March 8 PracticalEcommerce webinar: 5 Ways Social Listening Can Drive Ecommerce Sales.

Be a blogger

A blog is an excellent way to incorporate great non-product content into your retail site while also showcasing your brand’s individual voice. It can also generate some great organic traffic to your site, since search engines like Google and Bing rate quality, consistent content higher in the rankings. A relevant blog naturally improves your SEO. As search engines increase in sophistication, the days of stuffing blog posts with relevant keywords are over. When you create posts that are relevant to your brand, they will naturally place high in search rankings. It also follows that other sites will want to link to this useful content, increasing the reach of your blog posts.

Giving customers insight into your company helps shoppers feel like they can get to know your brand and what it stands for, which helps to create loyalty that will drive future sales.

Offer how-to articles and videos

Inform your customers not only about what your product is, but also about what it can do. Offering how-to articles, particularly in the form of nicely edited videos, display your brand’s expert knowledge to users. When shoppers see that your company is an authority in the field, they will return to your site as a reliable resource again and again. Maybe they’ll come for those valuable instructions, but they are also very likely to come back to make purchases.

Make it Easy to Find

Whichever type(s) of content you integrate into your retail site, you have to be sure users will see it. Be sure it shows up in your search and navigation results. Then feature it prominently using tabbed results pages.

For the full set of tips and examples of integrating content into your e-commerce site, download our e-book: Use Creative Content to Convince Online Shoppers to Buy.

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