Content Marketing for Ecommerce Websites: 3 Strategies to Lead The Game

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The most successful ecommerce companies already know the simple truth – sassy product descriptions and big juicy product images are not enough to land a sale.

Ecommerce websites no longer just sell products. They sell a related lifestyle, ideas and inspiration.

With ecommerce giants like Amazon, Wal-Mart and Costco dominating the web, product discovery and promotion gets tough for small to medium sized sellers.

So, enter content marketing – the buzzing trick business of all size and shape use to drive traffic to their stores and land sales.

But what if I’m not a good writer? What if I don’t have enough creativity to blog, tweet and fill my Instagram feed on a regular basis?

Fret not. In this post I’d like to share some of the simple, yet effective content marketing strategies backed up with examples and all sort of practicalities!

Video Marketing: You don’t need to be a pro or break the bank.

Visual marketing and video marketing in particular are among the top trends leading the content marketing game in 2015 and onward.

With 1 billion active users and people now spending over 40 minutes per session, YouTube is definitely the platform to be for an ecommerce business.

The good news is – you don’t enormous budgets and celebrity speakers to capture your audience attention.

All you need is good natural lighting, an iPhone or a digital camera shooting in decent quality and a few good ideas. I’ve got you covered with the latter.

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Make a video tutorial showing what awesome things can be done with your product. According to Social Media Today at least 64% of users are making a purchase after watching a video. A rather impressive conversion rate, compared to other marketing channels, right?

Show how your product is made or behind the scene snaps. People are always curious how things are made and never miss a peek inside the personal side of any business. Show your production process if it’s curious enough or shoot a video of your team at work or at play.

Invite a popular vlogger for collaboration offering them to shoot your tutorial video or showcase your product in a certain way. However, the more popular the person is, the bigger your budgets will stretch.

Newsjack and/or capitalize on a popular social trend. Something major just happened in your industry? Be fast and shoot a video offering your opinion and commentary on the matter. Your video, if properly optimized, is likely to rank well next to the original news posting.

Share your company’s story. Authentic stories win hearts and minds, especially when it comes to millennial consumers. Share how you’ve came up with the idea of launching your business, talk about the challenges you’ve faced, be vocal about your brand values and ethos. At the end of the day, everyone loves a good story more than a glossy promo video.

Blogging: Bring value and educate your audience

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If you want people to read about your product, answer the questions they have.

The strategy works great as:

You bring value and help to your potential customers and establish your brand credibility. Isn’t it nice to be spoken of as “that amazing retailer from Twitter”?

You have a fresh stock of blog ideas all the time. Start entering “how-to” in Google and you’ll get swiped away with thousands of answers people are looking for. To find the burning questions people in your industry have browse Quora; check your competitors FAQ sections and relevant support forums and desk; find a relevant SkillShare class and see what topics they are covering in the course plan; use Ubersuggest to discover new how-to keyword suggestions.

You gradually build your expertise as the niche authority and a one-shop stop for everyone looking for answers in your niche, journalists seeking expert opinions and buyers looking for additional information before making a purchase.

River Pools and Spa were among the first to use the “answering questions strategy” and now land loads of sales from users that came in search for the answer e.g. “How much does a fiberglass pool cost?” an so on. In fact, this strategy also landed Marcus Sheridan an interview on The New York Times.

Social Media Marketing: Take advantage of user-generate content

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As visual social media and in-the-moment updates now prevail in social media, a lot of ecommerce businesses struggle to stay consistent with their social media marketing.

Simply posting images of your products no longer does the trick on Instagram and Facebook. Pinterest is leading the product purchasing game with 87% of users saying they made a purchase through it, however it’s the certain type of content that performs particularly well there.

If you are struggling to fill in your social feeds with consistent content, here are some strategies to help:

Instagram: Create a business hashtag and encourage users to share images with your product. The initial decent following is required, however.

Snapchat: Share special promo codes (time-sensitive) to amass the initial following. Share behind the scenes snaps and product sneak peeks to gauge the interest further.

Pinterest: Create relevant graphics with Canva for your blog posts, esp. how-tos + products. Product collages also work great.

Facebook: Curating user-generated content works great for the platform as well. Check out how GoPro is nailing it. On top, upload your videos directly to Facebook, rather than sharing YouTube links for bigger impact.

Twitter: As the platform has gone visual recently, the stats say that tweets with visuals receive 150% more re-tweets and 18% more click-through. Tweet blog graphics, share visual discount coupons, parts of infographics and charts used in your blog post.

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Facebook Brings Facebook Messenger to Websites: This Week in Social Media

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social media researchWelcome to our weekly edition of what’s hot in social media news.

To help you stay up to date with social media, here are some of the news items that caught our attention.

What’s New This Week

Facebook Introduces New Page Plugin Features for Messages and Events: With these two new Facebook Page Plugin features, people can now “easily message your business” and “discover and interact with events from your Page, right on your website.”


Facebook Introduces Live Video and Collages: “Now you can bring the photos and videos you share on Facebook to life with live video and collages, to help friends and family feel like they’re in the moment with you.”

Posted by Facebook on Wednesday, December 2, 2015

LinkedIn Releases Rebuilt LinkedIn Mobile App: LinkedIn “streamlined the app into five core areas – Your Feed, Me, My Network, Messaging, and Search” and “made it as easy as possible for you to connect to your professional network and stay informed about the conversations and content most relevant to you.”

linkedin mobile app

LinkedIn announces the “much anticipated new LinkedIn mobile experience is now available globally.”

Instagram Introduces Instagram Partners Program: The new Instagram Partners Program offers “a set of experts vetted for excellence ready to help businesses grow on Instagram” and makes it “easier for advertisers of any size to find the best-in-class technology partners they need to get great results.”

The Instagram Partner Program will focus on “three key areas of expertise on Instagram: 1) ad tech, 2) community management and 3) content marketing.”

Facebook Marketing Partners Enables More Matching Capabilities With Custom Audiences: “By expanding the Custom Audience matching capabilities, marketers will see increased match rate (coverage) while maintaining the 1:1 match accuracy.”

Our Take on Top News This Week

In this blab from December 4, 2015, Michael Stelzner and guests discuss the top news in social media. Topics include Snapchat Story Explorer and the benefits of using Snapchat for marketing (1:34), the newly redesigned LinkedIn Mobile App (30:56) and updates to the Facebook Page Plugin (51:02). Subscribe to future shows here.


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More news to note

Google Introduces New Interactive Ads: Google introduced “two new rich, immersive ad formats” to drive app installs. These are trial-run ads featuring “up to 60 seconds by streaming content from the app before downloading” and mobile interactive interstitial ads with a “completely customized user experience tailored to each advertiser’s app.”

googleinteractive interstitial ads on mobile

Trial-run ads and interactive interstitials are currently in beta and available to a limited set of advertisers.

Facebook Features Causes and Charities Using 360-Degree Video: Facebook is “shining a light on how charities and causes are using 360 video to tell their stories and bring a new perspective to the work that they’re doing around the globe.”

facebook 360 degree video cause marketing

Facebook “will feature a different 360 video from a cause or organization on the 360 Videos on Facebook Page.”

Twitter Introduces Crashlytics and Digits for Apple TV: Twitter is “making available two developer tools, Digits and Crashlytics, available for tvOS apps.”

Vimeo Rolls Out 4K Streaming to All Users: “Vimeo is incrementally rolling out adaptive streaming support to all users, meaning we can now view videos in 4K… on its website proper, as well as in its embedded player and Vimeo On Demand.”

Google Features New Way to Save and Sort Online Images: Google announced that you can now “star and bookmark images directly from Google’s image search in your mobile browser” and create collections.

google image collections

“This feature is currently available in the US when you search for images on mobile, across all major browsers on both Android and iOS.”

Some cool social media tools worth checking out

Adobe Premiere Clip: This mobile app for Android and iOS lets you create and edit videos on your mobile device, share them on social media, sync them to Adobe Creative Cloud or send them to Premiere Pro CC on your desktop for further refinement.

adobe premiere clip

“Create and edit amazing videos right on your mobile device with Adobe Premiere Clip. Then send your work to Premiere Pro CC on your desktop.”

AppAction: This new tool drives traffic to Instagram by sharing posts to Facebook and Twitter with a trackable URL directing users to view the photos on Instagram rather than as an embedded image. AppAction also tracks metrics such as audience engagement and referrals and is free to use while still in beta.

appaction

“Clicks on your shares will open inside of the Instagram app where people can like, comment, and follow you.”

Desygner: This free and easy-to-use interactive online design tool offers thousands of ready-made templates, vectors and stickers to help you create stunning social media images.

desygner

“Create your own stunning designs. Free and easy to use. No skills required.”

News From a Partner, Simply Measured:

Simply Measured and DataRank have joined forces: Our goal at Simply Measured is to put practical data in marketers’ hands and allow them to do their best work, simply. Marketers now have an intelligent solution that provides real insights from social data and a holistic view of social performance. Discover how combining analytics and insights makes social smarter.

simply measured social smarter ad

Some Interesting Studies to Note:

Compensating Influencers While Maintaining Consumer Trust: GroupHigh surveyed 5,000 online influencers selected based on their reach, social influence and vertical to learn about compensation trends and audience sentiment towards sponsored content. According to this report, 85% of online influencers accept monetary compensation from marketers in exchange for posting about a brand. On average, 42% of influencers charge brands between $ 200 and $ 500 per post and 37% charge less than $ 200. A small percentage of those surveyed say they do not take any form of payments (11%) or only accept products in exchange for posts (4%).

Google+ Is More Popular Than You Think: New research from GlobalWebIndex finds that Google+ still has a strong position and loyal following in the social networking landscape. The report shows that 1 in 4 Internet users still use Google+ each month and even higher in some fast-growth markets in the Middle East, Africa and Latin America. The typical Internet user is active on an average of 2.8 different social networks and for a decent percentage of online adults one of those networks is Google+.

The Most Instagram Places in America: Using exclusive data provided by Instagram, Time Magazine published a list of the most Instagrammed locations this year in each of the 50 U.S. states. Time features a map and a photo gallery showing the most popular spots in each state.

Don’t Miss Our Conference:

Join 3,000 fellow marketers at the mega-conference designed to inspire and empower you with social media marketing ideas: Social Media Marketing World, brought to you by Social Media Examiner.

social media marketing world 2016You’ll rub shoulders with the biggest names and brands in social media, soak up countless tips and new strategies and enjoy extensive networking opportunities in San Diego, California.

Discover the newest and best ways to market your business with expert-led sessions and workshops covering social tactics, social strategy, content marketing, measurement, corporate social and social customer service.

Click here to see what all the buzz is about.

What do you think of using Facebook Messenger on websites? Have you used Facebook Messenger for business? Please share your comments below.

social media examiner weekly news december 5 2015

Facebook brings Facebook Messenger to websites and other social media news for December 5, 2015.

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