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Promote Your eCommerce Website With Content Marketing

Promote Your eCommerce Website With Content Marketing

Tony Cooper  
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Why Content marketing is a good investment
Last Updated
September 05, 2016

You’ve commissioned a new eCommerce website, its gone live and you sit back and now you sit back and wait for the mass of traffic to arrive at your door and the inevitable avalanche of orders that will come with it.

It doesn’t happen that way.

Getting your site launched is just the start of a long process of website promotion techniques that you need to put together to enjoy any success in internet marketing.

Now The Hard Work Begins

Building a ruck of traffic to an eCommerce website is far from easy but what if I were to tell you that it was very “doable” for any SME. If you are prepared to commit the resources for the long term and have the patience to see the job through.

Pro Tip: Use SEMRush to analyse your keyword research, do competitor analysis and produce reports.

The idea is “content marketing”

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action..

Source: Contentmarketinginstitute

This means producing valuable content about your product or brand that your readers will find interesting. The idea is not to sell, but to Inform and Educate.

This in turn builds trust which is the ultimate goal because trusting readers are more likely to buy into your product or brand.

Get ready to launch your eCommerce site into orbit by following my guide to content marketing.

Prepare for eCommerce lift off!

Content Marketing Is Not A "Free" Exercise

The downside of content marketing, contrary to what most people will have you believe, is that it is a costly exercise.

It’s certainly not free because it can cost a sizeable chunk of your marketing budget to develop real meaningful content that helps your audience.

But for those who are prepared to give it a chance it is much more rewarding than pay per click or other short term marketing channels.

By producing more and more quality content for your site you gain much more than just the sum of the content produced.

There are many other areas of the marketing mix, both technical and non-technical, that are touched by introducing fresh material.

 

Content marketing

Search Engines Love Fresh Content

As an example of a technical gain, one commonly overlooked advantage is that search engines will crawl your site faster to keep up with the growing amount of data on your site.

As your website is crawled more often so the search engine updates its database more regularly and you get fresher results in the index.

The key here is to consistently keep your site updated.

Producing just two new articles every week can have a massive impact on both the usability of your site and also the way in which it is viewed from a search engine perspective.

You need to have patience to make this work for you though.

Nothing is likely to happen for several months but magically after three months or so of consistent effort you will be rewarded with increased visibility in the search engines and your traffic will begin to increase.

It’s not free, because as I say it costs money to produce good content.

But as a long term marketing tool this is the most cost effective way of building your eCommerce Business.

 

Ultimate guide to eCommerceRead my guide to building an eCommerce website and
make something special today!

Use Content Marketing To Build Trust

Building an eCommerce website is just one small part of your online marketing effort.

Presenting it in a format that is easily accessible across all technology platforms (Smartphones, Tablets, and Xbox etc.) is another.

To get the maximum effect from your content marketing efforts you need to support it with GRAVITAS - a list of testimonials and satisfied customers.

This always conveys a level of trust along with any industry accreditation like kite marks (Gas Safe Register etc.), local council memberships and other "proof" that your business is real and respectable.

This will help you to stand out from the crowd and increase the likelihood of converting browsers to buyers.

By adding more content and therefore more value, you increase your exposure and your rapport with the audience at the same time.

Here's the deal: Good content marketing does not come cheap, excellent copywriting is sought after and expensive.

However when you look at the life expectancy of an article that brings you search engine traffic day after day, month after month its value compares extremely favourably to any pay per click campaign.

Use Content Marketing To Answer Questions

Your customers always have questions about the products you sell.

Start producing content that answers those questions and explains in more detail information about the product.

It's the easiest way of providing value added content

Use Content Marketing Instead Of PPC

Pay Per Click is a wonderful way to get your product or service in front of the Googling masses but as well as being an expensive route to market there is no longevity in the format.

As the advertising rate rises so it becomes prohibitive for new players to enter the market.

The cost of finding out that your PPC advert is not good enough or your landing page isn't converting as well as it should means recouping your losses isn't feasible before a huge hole is blown in the marketing budget.

If you think of your favourite websites then you'll notice a recurring theme throughout your bookmarks.

Nearly all of your most visited sites are written by someone whose passion and care for their subject shines like the full moon on a clear night sky.

You like to visit sites that are written by an author who not only knows their stuff but it's clear that they are authentic. The real deal.

Writing in the authentic voice is a lot more difficult than writing in a third person or matter of fact style but when you come across it you know it to be what it is. The work of an impassioned and dedicated artist.

This type of writing isn't reliant on conversion forms or tiny changes to text in a PPC advert to increase the click through rate. Authentic writing draws an audience of it's own accord.

Trying to stay ahead or even keep up with the competition by continually tweaking your PPC campaign is going to become an increasingly desperate race.

 

Build your blog into a marketing monsterBuild an eCommerce marketing monster one blog post at a time!

Use Content Marketing To Build A High Traffic Website.

You’ve heard content marketing or blogging is the way forward but with so much new content being published on a daily basis how do you go about being found in an ever increasing sea of information?

If you are going from a standing start how will you ever catch up with the front runners?

How much content are you going to have to publish to make a dent in your industry?

Many people argue that the end of content marketing is nigh, on the basis that because there is so much content already out there, what use is adding to the overall noise level?

After all there is only so much information the average person can consume, eventually the customer will suffer from information overload.

Use Content Marketing To Focus On Your Niche

The solution is not to aim to build a site which draws in the maximum amount of traffic.

Whilst those sites are more often than not successful, much of the traffic is disengaged from the core content and not likely to convert to purchasers or followers.

Smaller sites laser targeting their audience with precise content and engaging their audience with quality are much more likely to succeed than those publishing the next batch of general content.

It’s a natural evolution of course. We’ve moved from building five page static HTML sites to using a CMS like Joomla or Wordpress to easily add and organise the growing amount of information that we want to publish.

As the ease of self publishing becomes apparent to more and more people and they follow the early adopters the general level of information available becomes of a lower quality.

Think of it this way, when the printing press was first invented the first newspaper mass produced on it in the UK was “The Times” in 1814. I’ve not seen any of the early versions but I’ll make an educated guess they were of a very high editorial standard.

Contrast with the vast majority of daily newspapers produced today designed to appeal to the masses. 

Use Content Marketing To Provide Authority

The proliferation of content does not mean the death of it by any means. Exactly the opposite will happen.

That is when your customer begins to seek out the quality blog. The informed view.

This is when the publisher who has the foresight to stamp their work with quality and produce outstanding material will reap the rewards for all their hard work.

It is the reason why so many specialist magazines now thrive in an era where generally print media is on a downward spiral. Customers are looking for authority and expertise.

The same principle is applying itself to online media. Those with an opinion, those who research their work and publish in depth will have the advantage over general content publishers.

Quality work also has an added benefit – it gets shared socially. It is the opposite of producing as much content as possible and shoehorning keywords into the piece in a misguided mishmash of SEO and content marketing.

There will always be ambulance chasers, those who are not prepared to put in the hard work but want a piece of the action anyway. It has always been that way. Trying to take shortcuts, keyword stuffing and producing endless amounts of sub standard content in the vain hope that quantity will outdo quality.

 

The power of little and oftenDrip, Drip, Drip. The power of little and often

How Much Will It Cost?

You don’t need to spend a lot of money to get started, the key is to get started and commit to at least one blog post per week.

The cost is going to depend on how you do the writing and come up with the ideas.

A typical freelancer charges £10 per post at the low end of the scale and well thought out and well researched articles can cost £100 or more at the higher end, so if you are not going to do the writing yourself then this is going to be your biggest expense.

My advice is not to fall into the trap of trying to do everything as cheap as possible, there are plenty of people who will work for very low rates but if you have to spend time editing the work and polishing it up to make it acceptable then it is a false economy.

Good writers who can produce quality work on a regular basis fall into the £40 - £60 per article bracket.

If you are going to post once per week on a regular basis then your budget is going to be around the £200 per month mark.

Post three articles a week and you are heading up towards £600 per month.

Once you’ve made your posts live you need to you need to promote it so having some form of publishing schedule on social media is required as well.

You probably want to update your Facebook and Twitter feeds three times a week or so to begin with and a rough figure for that would be £50 per week if you are not going to do it yourself.

In total then we have a budget of around £500 per month to get started with the bare bones of content marketing. A spend of around £2,000 - £4,000 per month would be a reasonable figure to budget for once you grasp the nettle and commit to producing content on a regular basis.

One way to get going is to redirect funds from traditional marketing efforts and move them into online.

If you are not seeing significant return from print advertising then this could just be the nudge you need to steal a march on your competition and make the breakthrough into a concerted content marketing campaign.

Ask Me About Producing A Content Marketing Plan For Your Business

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