Ecommerce refers to the digital exchange of goods. Simply put, ecommerce is just like a typical business transaction — only, it’s done via online platforms.
These days, ecommerce has become an inevitable part of any person’s online journey. That’s because it’s hard to overlook the convenience that it provides.
However, not all ecommerce websites are built the same. Hence, it’s important to ask: what distinguishes the successful ones from the rest?
In this post, we’ll show you 3 ecommerce businesses that know how to make their audience tick.
The Role That Ecommerce Content Marketing Plays
Content marketing is one of the most effective marketing strategies for building an audience. It focuses on formulating and sharing content through various online channels.
Its main aim is to engage audience and encourage them to perform a certain action. Examples of these actions include:
- Clicking on a webpage;
- Subscribing to an e-mail list; or
- Buying a product or service.
Overall, content marketing is a key component in consistently meeting sales goals.
How Do Companies Use It?
Businesses create content for ecommerce website in a variety of ways.
For instance, it can focus on ecommerce content writing, ecommerce copywriting, social media marketing, or video marketing.
In many cases, the written word is a great option if you’re creating promotional materials for sales and events. Additionally, it has also proven useful for both short-form and long-form informative articles.
Meanwhile, if you wish to engage your audience more actively, social media marketing is a good call. Done right, it can help you determine in real-time how your audience perceives your brand.
On the other hand, video marketing may be the better strategy if your product can be appreciated better in audiovisual form.
In all cases, you’ll need the help of creative people to show the best things about your brand. This is why an ecommerce writer, a graphic designer, and a video editor are great assets to your team.
Ultimately, the best type of content depends on the product or service that you’re selling.
3 Ecommerce Content Marketing Success Stories
Now that we know more about ecommerce content, let’s see how it actually plays out in the real world.
Listed below are 3 companies that have found success through effective ecommerce marketing plans:
1. Recreational Equipment, Inc. (REI)
REI has been proving itself as a reputable source of outdoor equipment and information since 1938. Throughout the years, one thing has never changed: their desire to make the outdoors more enjoyable for their customers.
As a result, they make sure that their website consistently keeps up with the times.
Aside from selling a wide variety of gears, they have an “Expert Advice” section that features informative articles.
These articles range from buying guides, skills discussions, and checklists. On top of that, they also have a blog that features updates from members and staff.
Now, if you’re too lazy to plan your own adventure, REI also provides that. Their Events page features classes and events that are open to anyone.
Meanwhile, their Adventures page gives you the option to join the REI team on various journeys off the beaten path.
Overall, REI’s main products are integrated with professional information and the option to travel with outdoor specialists. This shows customers that REI is extremely passionate about their craft, both in writing and in practice.
2. Concrete Exchange
Concrete Exchange prides itself in being a pioneer in the field of decorative concrete. In fact, they’re regarded by their customers as a one-stop-shop for trustworthy information on concrete-related instructions and supplies.
It primarily focuses on providing materials and guides about concrete countertops. Of course, like all businesses, Concrete Exchange’s main objective is to sell their products.
However, you’ll quickly notice from their website that they’re not simply about showing off their catalog.
For instance, they have a “Gallery” which shows what you can create with concrete. It basically features the beautiful things that you can do when you get creative with their products.
Then, they also have a “Guides” section where you can learn more about DIY projects. While most of the instructions are in written form, they also feature video tutorials.
Indeed, Concrete Exchange shows that valuing a customer’s information needs inevitably earns their loyalty and trust. If they know what they can accomplish with your product, they’re more likely to get it for themselves.
3. My Wife Quit Her Job
My Wife Quit Her Job is the place where Steve Chou puts all of his ecommerce tips and resources. Steve is currently a renowned ecommerce influencer who has already taught thousands of people to build profitable online stores.
His story began back in 2007, when he and his wife thought of starting a parent-friendly business. While they’ve always wanted to run a business, they only got the ball rolling when his wife became pregnant with their first child.
They realized that they had to find another source of income — one that would allow them to spend most of their time with their children. This simply wasn’t possible with the current jobs that they had.
And so, this is when their online store was born.
The success of their online business eventually prompted Steve to share their knowledge with the world. This idea then led to the creation of My Wife Quit Her Job.
Aside from the paid course that links to Profitable Online Store, the website has a blog which is filled with helpful advice about ecommerce.
Additionally, Steve hosts a podcast which features various types of successful guests. You can listen to his podcasts on the website, but you can also access them via Apple Podcasts, Google Podcasts, Spotify, Stitcher, Pandora, and Overcast.
Truly, nothing is more convincing than hearing stories of entrepreneurs from all sorts of backgrounds!
Earn Your Buyers’ Trust with the Help of Ecommerce Content Marketing
Undeniably, good products are the way to get into a target market’s radar. However, without great content, it may largely go unnoticed.
This is why it’s important to know which types of content convert into sales. The more that you learn about what appeals to your audience, the higher your conversion rates will be.
Yes, it can indeed be a challenge to thrive in today’s digitally competitive world. Fortunately, with the help of ecommerce content marketing, it’s only a matter of time before your efforts and investments bear fruit.