Today, investing in content creation is one of the priorities of advanced e-Commerce companies.
By means of qualitative content, you reveal the company’s principles and ideas to the audience, you get acquainted with your clients and earn their trust.
Useful and relevant content builds the company’s reputation. When people understand that you are really good at your job, they are inspired to buy from you.
Personalized content is currently the most powerful tool for attracting loyal audiences and establishing cool solutions long-term trusting relationships, which results in increased sales.
Tips for creating good content:
- Diversity — don’t be boring: create texts, audio and video content so that customers could choose what they like more. These could be short stories and long white papers, interviews and podcasts, interactive infographics and tests — whatever your creativity can help you craft.
- Usefulness — your content should be informative and up-to-date. When customers learn something new, they are satisfied.
- No direct advertising — if you need to mention a product or company name in your piece of content, try to do so naturally.
What are the best places to share content?
- Social networks — LinkedIn, Twitter, Facebook
- Publishing platforms — Medium, Quora
- Blogs — you can develop your own blog and create guest posts for other blogs
In any case, make sure you cover multiple content touchpoints, which you can do easily with the help of a headless CMS.
1. Online vs. Offline Interaction Choice
A popular opinion that brick-and-mortar shops are dying has nothing to do with reality. Numerous customers still want to discover and test out products in the real world.
Since buyers want to have a choice, the best e-Commerce strategy is to integrate online and offline sales channels. Each brand should implement both opportunities — for a customer to be able to buy the same product for the same price and under the same conditions, whether they do it online or at the store.
2. Omnichannel Sales and Marketing Approach
For attracting customer’s attention in a huge daily informational flow of news, advertisements and notifications, retailers should deliver relevant offerings and satisfy the needs of clients here and now.
An omnichannel sales and marketing approach is the best way to do so.
The omnichannel model of trading implies that a client has a variety of options for where to order, how to pay, how to pick up goods. In other words, a retailer integrates purchase channels such as a website, a mobile application, social networks, digital catalogs, offline stores into a cohesive ecosystem, and provides the same conditions (price, discounts, inventory, delivery, etc.) for each channel.