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How to Use Content for eCommerce Marketing

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The people you draw to your website will be at all stages of the buying process, with some just starting to do research and some ready to buy. Content is a great way to the keep people at earlier stages of the buying process on your site and coming back until they are ready to purchase. Most people spend the day wading through emails, blogs, and websites, trying to determine what's relevant and worth their time. To draw them to your site versus your competitors', you're going to need quality content that makes your website the strongest in your field.

Published in: Business

How to Use Content for eCommerce Marketing

  1. 1. Using Content toGrow eCommerceSales
  2. 2. MeetHeidi
  3. 3. MeetSam@Mallikarjunan
  4. 4. #ContentSells
  5. 5. Table of Contents Introduction to Inbound 1 Marketing 2 Building a Content Strategy 3 Creating a Content Culture 4 Selling Better Using Content 5 Content and the Shopping Cart 5
  6. 6. What is Inbound Marketing?Creating Marketing That People Love 6
  7. 7. What is Inbound Marketing?Creating Marketing That People Love 7
  8. 8. 34% of US Adults who find informational blog articles about a product influential prior to purchase - eMarketer#inbound12
  9. 9. 80% of Americans age 18-34 are influenced by blogs when making purchase decisions - Burst Media Survey, 2012#inbound12
  10. 10. Blogging is An Investment thatGrows
  11. 11. Selling Better Using ContentMapping content to different phases of the buying cycle 11
  12. 12. Mapping Mind & MethodologyA cohesive experience that people love 12
  13. 13. Attract: Build Specific Buyer Personas 13
  14. 14. KnowYourCustomer
  15. 15. Buyer Personas Building BuyerWhite Personas tell us who we are creating content for and why they will buy from us.
  16. 16. meetcharlie.
  17. 17. Charlie Wants To Buy A Digital Camera But he’s not sure which digital camera to
  18. 18. 90% of Americans go to search engines when looking for information prior to buying a product online. - eMarketer#inbound12
  19. 19. Charlie Needs to Learn MoreAnd he knows just where to look…
  20. 20. You Can White Educate Charlie.#inbound12
  21. 21. 34% of US Online Retailers plan to invest in blogging on their website this year. - eMarketer#inbound12
  22. 22. Are my customers finding contentabout my product online? Is the content that they’re finding mine – and is it on my website? 22
  23. 23. Feature ContentThroughout ThePurchase Cycle 24
  24. 24. You Say Hello To Charlie
  25. 25. 37% *of companies using marketing automation to cross-sell and upsell existing customers. - Forrester Research#inbound12
  26. 26. Great StoreContent Is Critical 27
  27. 27. Detailed product names get you found 1 Include brand name 2 Keywords to help sell: size, color, style, etc. 3 Generic terms bury you in search 28
  28. 28. Go from buried within 1.7million hits to #2 rank onGoogle “Creatine Powder” vs. “Musashi Arouse Pre Workout Creatine Phosphate Blend” 29
  29. 29. Detailed descriptions get sales Improve SEO and inform 1 shoppers 2 Wear your “consumer” hat 3 Highlight details that sell in plain language Do not be tempted by pre-written 4 descriptions 30
  30. 30. • Thorough description• Bulleted features• Technology• “Compare to”http://www.bicyclesonline.com.au 31
  31. 31. Reviews Lift Sales • 80% of consumers consult product reviews • Featuring reviews increases conversion by 4.6% and sales by 18% • Allow negative reviews: shoppers who read bad reviews convert 67% more • Reviews come from Social Media- use Social Proof 32
  32. 32. Anatomy of aProduct PageProduct Page Best Practices 33
  33. 33. Use product name everywhere 34
  34. 34. Provide different levels of product description Detailed description, summary, key feature bullets Maximum info for shoppers = higher search rank 35
  35. 35. Use the best images and video available1/3 of time spent on your product page is on images; 67% of consumers rated image quality as very important 36
  36. 36. ReviewsEmpower shoppers to submit regular reviews • Make sure the ability to easily review is built right in • Date your reviews and constantly seek out fresh content • Find and feature customer reviews from social media • Video reviews really resonate with consumers 37
  37. 37. Creating a content cultureHow to find content everywhere in your business 38
  38. 38. See Content Everywhere 39
  39. 39. Let Users CreateContent For You 40
  40. 40. Cultivate and Curate Reviews • Add a link on each product page for submitting reviews • Ask for reviews from buyers as part of email strategy • Cut down on spam by limiting reviews to buyers only 41
  41. 41. Add VideosCustomers and your own• Consumers are 65-85% more likely to buy after watching• Ask customers to submit videos of themselves using or talking about a product• Create a video contest to encourage submission 42
  42. 42. Videos Help You Sell More 43
  43. 43. Charlie’s research helps him pick aWhite winner, and he adds to his cart…
  44. 44. Content & The PurchaseNever stop selling • Add to cart doesn’t mean your job is done • Add mini product descriptions to in-cart and checkout screens • Add positive product reviews to confirmation emails to reinforce decision 45
  45. 45. … but Charlie gets scared and abandons hisWhite cart
  46. 46. 45% - PayPal of Americans abandon multiple carts per month.#inbound12
  47. 47. But it’s not always about money, so White don’t be in such a hurry to give away coupons…#inbound12
  48. 48. 36.4% of visitors that abandoned their shopping cart engaged with their automated email campaign - PayPal#inbound12
  49. 49. You eventually push the right button, andWhite Charlie buys!
  50. 50. Post-sale Follow Up Emails that generate more sales White • Blog article on Set Up • Social Community Email • Net Promoter Survey • Accessories Blog Article • Accessories Guest Blog#inbound12
  51. 51. Charlie loves the experience, loveWhite s the product, and loves the community
  52. 52. 18% of US consumers have purchased a product because one of their friends follows or likes that product on a social network. - Ipsos
  53. 53. If Charlie is Social, be his friend • Start with a simple follow • Retweet His Excitement White • Introduce him to others • Send him blog articles • Be authentic#inbound12
  54. 54. Why does social media matter?
  55. 55. THANK YOU. 56
  56. 56. Questions?

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