content marketing for e-commerce
TRANSCRIPT
HOW TO CONVINCE YOUR BOSS TO INVEST MORE IN CONTENT MARKETING (a Guide for e-Commerce Managers)
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After years of being bombarded with ads we have very selective sight. It's a phenomena
called "banner blindness".
Ad
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Skimming through content they are able to get a good sense if they want to actually
spend time with your brand.
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Prices, features, promotions, warranties – all these things will catch their attention. Everything important
and nothing more.
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If you want to distinguish your e-commerce shops from others you need to stand out
somehow.
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$499
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Have you ever seen an unboxing video on YouTube with hundreds of thousands of
views? Ever wondered why it's so popular?
Example 1
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As an e-commerce shop owner you have one huge advantage over YouTube folks: you have all these cool items arriving in your warehouse every day.
Example 1
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People want to know what’s inside the TV box! You can answer their questions in a 2-minute unboxing
video. Hurts you little and brings tremendous value.
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LCD TV $499
1080px
OLED LCD TV
5x HDMI
1920px
50”
Example 1
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Complex data sheets are not what your clients are looking for.
AFTER
BEFORE
Example 2
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You can take the most important metrics out of the spec, design super simple infographic-like
images and post it to your TV description.
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LCD TV $499
1080px
OLED LCD TV
5x HDMI
1920px
50”
Example 2
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Imagine Twitter button below this image with call-to-action „Ask you friends about this TV”
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Share it!
Example 2
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And bum, you just got yourself what content marketers call micro content.
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Share it!
Example 2
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You’re probably thinking: how on Earth am I suppose to create these graphics and videos?
How long does it take?
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In e-commerce everything is judged by the prism of ROI (return of investment). And content has currently the
highest ROI of all marketing channels out there.
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So, if you are a manager who wants to increase your e-shop sales numbers you can try these actions on a small scale and see if they work for couple items.
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If they do, you have great point to convince your bosses to invest more capital in higher volume content marketing for your e-shop.
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