Let’s start this blog with a quote, “content is fire, and social media is gasoline”. To own the market in 2022, you need to leverage social media for eCommerce at its best to create value for your customers. Let’s understand this from a genius marketing campaign of Red Bull.
Red Bull, as a product, is a non-alcoholic drink, not the tastiest in the world and, of course, not the healthiest one too. However in 2012, Red Bull launched the “Stratos campaign”, where a famous skydiver jumped from the stratosphere to break the record for the highest free-fall jump. This is recorded as one of the iconic campaigns, and it single-handedly won 7 million people’s engagement via social media. Red Bull’s sales increased by 7% six months after this campaign.
But as a small business, we don’t have $65 million to spend, so how can we generate customer engagement? How can we stop the scroll?
5 Essential Elements Of Content Marketing Strategy
A clearly defined customers
The success of a content marketing campaign banks on how successfully customers resonate with your story, and you can’t engage all the people with that. So knowing your customers becomes a key. Unless you’re fuzzy on defining your target audience, you will not know what is best for them. So before mapping a content strategy, understand the customers, their psychology, needs and preferences, age, demographics, and other things.
A robust value proposition
Today, the eCommerce industry is piled up with competitors with the same customer base as you. With so many businesses down the line, a unique value proposition will make you stand ahead of the crowd. Communicating to the prospects what your product delivers that others don’t and why they should purchase from you is called a value proposition.
The traits of a robust value proposition are easy to understand, communicate specific outcomes, define how it’s different and better, and can be read in under 5 seconds. For example, Shopify’s value proposition is “Shopify is everything you need to sell everything”.
Variety of content
Because customers like to spend time on multiple social media platforms, targeting them with a single form of content is not enough. Instead, online businesses use an omnichannel approach to engage customers on a 360-degree basis with different forms of content. For example, they use product graphics and short reels to promote on Instagram, create blog posts to educate customers, and make videos for brand building through YouTube.
Building a brand should be a crucial goal of your content marketing campaign. You should not resist spreading your brand voice to customers, even if you’re a small eCommerce business. Do you know Coke is just sugar water, Levi’s are just jeans, and Iphones are just phones, yet people go out of their way to buy these brands over others?
Implanting a brand using social media platforms, taglines, logos, and visual content and clearly defining a brand persona in people’s minds using storytelling will benefit you in the long run.
Metrics to analyze campaign success
Advertising online dominates, scrutinizing and interpreting every action reaction over conventional advertising. Metrics and KPIs show what is lacking and what needs to change. Unfortunately, being such a success-driven element of a content marketing campaign, some new eCommerce sellers or wanna-be entrepreneurs pay no attention to metrics to analyze campaign success repeating the same mistakes repeatedly.
How Does Content Marketing Help In eCommerce?
Encourage brand loyalty
Content marketing is a way to promote a brand message, the value you want to share with customers. It strengthens the relationship between your brand and customers. When you provide helpful content continuously to the audience, you build an expert identity in their mind. They’ll wait for your next informational content because it adds value to customers’ lives. As a result, customers will likely buy any product whenever you recommend it.
Bring new customers
Let’s understand this with a small case study. In 2011, Ford was about to launch its Ford Fiesta model in the U.S. So, instead of conventional advertising, two years before the launch in 2009, they picked social media influencers and gave them the car for six months. All they have to do is make videos and share their experience with the car. Back in the day, social media was not what it is today, so people said it was an unorthodox marketing stunt by Ford, but this campaign shocked the entire automobile industry.
It attracts 6.2 million Youtube views, along with 40 million tweets, and in terms of sales, it gets 50000 prospects, 6000 from them pre-ordered Fiesta cars, and 97% of those potential customers were first-time Ford buyers.
Evergreen content brings consistent traffic
When you generate content (be it blogs, infographics, audio, or video), it is on the internet for eternity, and people will consume it, knowingly or unknowingly, and get influenced. That’s the power of content marketing; once you generate a piece of content marketing, once you have developed content, it consistently brings traffic, considering you have to update it from time to time.
Improves SEO performance
Content marketing can give an unfair advantage to your eCommerce website. When you create high-value content around relevant keywords, the algorithm promotes your website on the first page and improves your SERP ranking, which your competition might be trying to do in the form of paid advertising.
Organic optimization is different from paid. It is slow and requires skill and expertise. On the other hand, paid advertising brings instant impressions to your website. The best part of organic SEO optimization is that it is evergreen, contrary to paid advertising. It delivers compounding traffic over time.
Its benefits are not limited to getting impressions, but customers who come through SEO and content marketing, tend to spend more time on the eCommerce website and are more likely to buy or complete the sales funnel.
Content doubles customer engagement
Customer engagement increases when they see valuable content, and customers feel connected when it eases their life. So investing in content marketing can provide high ROI to your eCommerce business. It will convert prospects into paying and loyal customers. You just need to know the art of content marketing and storytelling.
As eCommerce business owners, you need to understand that a paradigm shift in marketing is happening right now, and we’re moving from paid media to earn media very quickly.
Companies have traditionally limited the mediums with which they advertise their products. They spend millions on sponsorship, hiring brand ambassadors, and creating billboards. But even after spending so much, they have less scope to track and find out what was working the best: sponsorship, T.V. ads, or billboards. Social media content marketing has completely changed this marketing pipeline; it’s become the most effective medium of marketing.