What's this?
This content has been created by a contributor of the Ad Age Collective, an invitation-only, fee-based membership organization of leaders shaping media and marketing. Learn more about this program.

Three strategies to boost e-commerce sales in 2019

By Published on .

Credit: PEXELS

Content marketing means creating and distributing content that delivers value and stays relevant. Its main goal is not only to attract its intended target audience, but to keep them and convert them into loyal, repeat customers.

There are endless reasons why your e-commerce business should utilize different content marketing strategies. According to research conducted by The Content Marketing Institute, 91 % of companies surveyed use content marketing strategies as a means of boosting business. Besides boosting sales, using content effectively ranks you higher in search engine results pages, drives organic traffic to your site, increases domain authority and improves your relationship with customers.

It's important to analyze your e-commerce business to figure out what methods will boost your sales the fastest and most efficiently. Here are a few different content marketing techniques you can choose from to increase conversions for your e-commerce store.

Product reviews

For nearly every product sold through the internet, there are customer reviews behind it either tearing it to shreds or praising it to high heaven.

Online reviews aren't going away. In fact, making them an accessible part of your content strategy may encourage customers to finally make a purchase. If someone browsing your site's content is on the fence about making a purchase, customer validation can give the push they need to follow through. Product reviews also improve your site's SEO by using long-tail keywords that can be crawled and ranked by Google so your content stays visible.

Seventy-three percent of consumers say positive customer reviews make them more likely to trust a business. Showing that you're confident in displaying reviews on your website, even if negative, enhances credibility and earns visitors' trust. If a customer leaves a negative review, take the opportunity to demonstrate your great customer service. Ensure the customer you're there to fix their problems and give them what they're looking for.

Email marketing

With nearly four billion email users worldwide, it only makes sense to use email as a tool to boost your e-commerce sales.

The U.K.'s Direct Marketing Association found that for every £1 a company spends on email marketing, they receive an average ROI of £32. It's one of the easiest and most practical ways to get in touch with consumers and encourage them to buy from you. Here are several ways you can utilize email marketing to increase sales:

  • Offer discounts, promo codes and free products specifically to those subscribed to your email list.
  • Send weekly or monthly newsletters about new products, promotions and deals.
  • When a new customer makes a purchase, send a welcome email introducing them to your brand and mission. Take information from their buying behaviors and the products they browse most and encourage them to follow through with a purchase.
  • Ask for feedback from customers about what could be improved. You can even input a survey or poll directly into your email for faster results and ease to the consumer.

Chatbots

A great way to stay competitive is to automate as much of your conversion funnel as possible. This way, visitors get immediate assistance on your site, and the steps to completing a purchase become easier.

Chatbots benefit your business by giving customers immediate guidance, resolving their issues and connecting them to customer service representatives. You can even make them personable by adding personality traits and voices for a more humanized experience.

A 2018 report found that the most common benefit of chatbots, according to 64 % of consumers, was the ability to get 24-hour service, making it an increasingly popular content strategy with e-commerce businesses. They open a casual yet informative line of communication between business and consumer and allow visitors to feel they're getting the help they need in a timely manner.

Chatbots also collect and store information on visitors, such as their shopping behaviors, the products they're interested in and what kind of support they need. This allows for clearer communication and understanding so that users can be guided to appropriate webpages and products.

When considering automated questions to ask visitors, think about a problem your brand aims to solve and how live chat can support it. Good questions chatbots can ask to gather more information include:

  • What problems do you need help solving?
  • What types of products and services are you looking for?
  • What are your goals? Interests? Hobbies?
  • Where are you located?

Over to you

Having a solid content marketing strategy to boost e-commerce sales is essential. Your content is what drives customers your way and encourages them to make purchases. If you aren't taking advantage of different mediums that help your customers through the funnel, you're missing out on revenue. By building an effective strategy around your content, you'll see a boost in sales that wasn't there before.

Most Popular
About Ad Age Collective
Ad Age Collective is an invitation-only, fee-based membership organization of industry leaders with influential voices. The Ad Age editorial team is not involved in the curation or management of the Ad Age Collective and the content within. The opinion expressed by contributors are their own. Learn more.
In this article: