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3 Steps to Rock Content Marketing in E-Commerce

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How to survive in a digital world that allows shoppers to compare pricing, find excellent advice on products, and where Google is calling the shots?

Predictive search and search technology is advancing, with Google and all major social media networks are becoming more and more sophisticated in banning low quality content and classic SEO tactics.

Buyer behavior is changing rapidly. Shoppers consult more and more sources before buying, and they become more educated in how to do that.

How do you make the difference to your buyers?

This slideshare post will run you through some eye opening facts and examples from multiple industries, on how content marketing plays a role in e-commerce strategy today. And it will provide you with some practical insight on how to start building the best e-Commerce Content Marketing Strategy.

E-commerce is constantly evolving alongside the development of new digital media and technologies, yet one aspect has not changed: the importance of search intent in the buyer journey. Consumers continue to use search to find, research and buy the products that they want.

But something is changing. Search algorithms and in particular those by Google are regularly updated to focus more on quality and relevance of content.

On top of that, Google is increasingly adding “rich snippets”, making life of searchers easier, but at the same time controlling more and more aspects of the buying cycle.

As an example, recently I wanted to book a spa close to Brussels, and Google immediately suggest a couple of hotels to choose from in case I wanted to stay the night over, all including pricing and reviews of the hotel. That’s an example of how Google is squeezing itself between the merchant and the buyer.

Another example of Google squeezing itself between the merchant and the buyer is Google Shopping.

Google Shopping is a service from Google which is more and more used by e-commerce sites. It displays the products of e-commerce websites right into the search results. E-commerce sites feed Google Shopping with a so called “Product Feed”, so Google can display the right image, description and price. Basically this is just another form of advertising which Google is offering.

As I write this, Google has announced they are adding “‘buy buttons” in sponsored search results on mobile phones. To me that’s just another example of how Google is getting between the your website and the buyer.

As with SEO, paid search, and these rich snippets, it’s a fight between different e-commerce sites to end-up on the first page. The competition is becoming stronger every day. It is much harder today, because of the incredible growth in the sector, new software, tools and services that allow people to build professional online stores with relatively humble investments.

Continue reading on : http://www.b2bmarketingexperiences.com/2015/05/best-ecommerce-content-marketing-strategy/

Veröffentlicht in: Marketing, Einzelhandel
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3 Steps to Rock Content Marketing in E-Commerce

  1. 1. Source: National Center for Biotechnology Information, U.S. National Library of Medicine,The Associated Press The  a&ention  span  of  a   goldfish  is  9  seconds… Today,  we  humans  …  8  seconds
  2. 2. Changing Buying BehaviorAd overload Channel overload Source  :  Qmee This  is  our  world  today.
  3. 3. Google  is  ge&ing  between  you   and  your  customer…
  4. 4. With  Google   rich  snippets…
  5. 5. With  Google  shopping   “recommendations”…
  6. 6. And  buying  ‘through’   Google  on  mobile…
  7. 7. Google’s  search  algorithms   are  changing… *  the  algorithms  are  called  Panda  &   Hummingbird,  in  case  you  wondered   about  the  panda-­‐‑bears…  
  8. 8. Google  now  “filters”  content   on  Relevance  and  Quality… What  does  this  means?   Crappy  content  won’t  make  it  to  the   search  anymore,  even  if  you  know   about  SEO…
  9. 9. Facebook  is  doing  the   same,  and  reducing   organic  reach  for   irrelevant  and  crappy   content.
  10. 10. MANY ECOMMERCE SITES ARE JUST STATIC CATALOGS OR E-BROCHURES, NOT “SHOPPING ASSISTANTS”. Robert  Rose,  CMI  
  11. 11. And static catalogs won’t make it through the “filters”…
  12. 12. Let’s make e-commerce content relevant to shoppers, shall we… Ready  ?
  13. 13. STEP 1 : ATTRACT & INSPIRE
  14. 14. Blendtec,  yep  the  blender   guys,  a&ract  with  fun   content…
  15. 15. But  also  with  recipes  on   Youtube  on  how  to  make   smoothies…
  16. 16. Together  with  an   inspiring  and  fun  blog  …
  17. 17. This  music  gear  shop  helps   with  selecting  your  guitar   amplifier…
  18. 18. You  can  even  virtually  walk   around  in  their  physical    shop… *  If  only  I  could  relax  in  that   deliciously  comfy  looking  armchair…
  19. 19. This  travel  gear  shop  a&racts  by   inspiring  travellers…
  20. 20. CREATE A CONTENT HUB THAT RESONATES WITH YOUR SHOPPERS’ INTERESTS Do  not  sell Around  interests Visual Show  next  step
  21. 21. STEP 2: HELP THEM CHOOSE
  22. 22. Need  a  new  bed,   but  don’t  know   which  one  ?  This   step-­‐‑by-­‐‑step  online   guide  will  help  you   pick  the  right  one…  
  23. 23. Real  employees  in  video’s  talk   about  products,  the  good  AND   the  bad  things  about  the  products   they  sell…
  24. 24. STEP 3: HELP THEM BUY
  25. 25. Content Product  Specs  /  Info Performance  demonstrations Comparisons Elaborate  product  descriptions Advantages Frequently  asked  questions Enough  general  info Related  products  &  accessories Reviews Longer  videos Customer  reviews  &  ratings A  li+le  push Free  trials Consultations Coupons Discounts Flash  sales
  26. 26. STEP 4: AFTER THE SALE, KEEP HELPING
  27. 27. Content Installation  and  setup  guides In-­‐‑depth  videos  showing  how  the   product  works Maintenance  advice  &  upselling   advice BUILDING YOUR BRAND, AFTER THE ONLINE SALE Follow  Up  Emails   Blog  article  on  how  to  setup   Social  Community  Email   Net  Promoter  Survey   Accessories  Blog  Article   Accessories  Guest  Blog “Need  help”  phone  call  
  28. 28. WHAT CONTENT DO I NEED?
  29. 29. CONTENT ALONG THE BUYING CYCLE New Customers Growing Customers WHAT HOW WHY Awareness Consideration Buying Impress Enthuse Advocate ©  HappiFish Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action MEANINGFUL Strangers Visitors Leads Customers Promoters Advocates TRAFFIC DEMAND SALES
  30. 30. CREATE YOUR CONTENT STRATEGY LISTEN process ANSWER process EDITORIAL PLAN CREATION PROJECT MGMT PUBLISH & PROMOTE CONVERSATION MGMT MEASURE Business Objectives Marketing Strategy Brand DNA Roadmap SOCIAL MEDIA STRATEGY “themes” Content   marketing   strategy Content   strategy © HappiFish
  31. 31. THANKS FOR THE CONTENT… BUT I’LL BUY ELSEWHERE ON PRICE
  32. 32. •  Give  people  a  reason  NOT  to  shop  on  price  (but  you  will  always  have  price-­‐‑ buyers) •  Customer  service •  Packaging •  Shipping •  Returning •  Follow-­‐‑up •  Work  your  competitors  weaknesses •  See  complaints  about  logistics  ?  show  you  deliver •  Notice  complaints  about  faulty  products  ?  show  your  no-­‐‑hassle  return •  Heard  complaints  about  customer  services  ?  show  your  employee’s   dedication •  Build  your  brand   •  This  takes  time •  Show,  don’t  tell CUSTOMERS BUY SOMEWHERE ELSE ON PRICE….
  33. 33. 1. ATTRACT & INSPIRE 2. HELP CHOOSE 3. HELP BUY 4. AFTER SALE, KEEP HELPING
  34. 34. www.happifish.be
  35. 35. www.happifish.be We  are  HappiFish.  From  Belgium.   (You  know,  the  land  of  chocolate  and  beer?)   We  help  companies  to  create  marketing  that   people  actually  want. Because  we  believe  marketing  should  be   relevant  to  customers. P.S.  We  slaved  all  day  over  this  Powerpoint,  for  You.  If  you  like  this  presentation,   why  not  returning  the  favor  by  visiting  our  site  and  check  out  what  we  do?

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