5 Ways to Use Content Marketing for Ecommerce Success

If you are looking to sell products online, whether that’s clothing, jewellery or anything else, content is important.Valuable, great content creates trust, builds your brand and helps you stand out from the crowd of other e-commerce stores. Content marketing can draw in prospects, it can convert these prospects into customers and most importantly can close more deals and create more sales for your ecommerce store. Content is the big buzz word in digital marketing at the present, as everyone is saying “content is king” (I even feel cliché for saying it). But, content has become the most important part of digital marketing, and should be the backbone of your e-commerce marketing too.

Content Marketing and E-commerce

Here are a few reasons how a proper content marketing strategy can give you e-commerce success:

  • Improve user engagement, increase your customer base and build important relationships between your current customers and your brand.
  • Raise awareness of your brand.
  • Improve your ranking in search engines, target keywords with your content to find customers who are searching for products just like yours.
  • Provide support and help. Create useful content like how-to’s, user manuals and guides. And don’t forget to promptly answer customer queries.
  • Enhanced social reach, share content through social media to reach a larger audience.

What content should you be creating for your e-commerce store?

This can depend on your industry, what products you sell and your target market. This is a point you must remember, not just for content marketing, but it is the #1 rule in marketing, know your market, before creating any content, know who your current customers are, know who your potential customers are, and make sure your content is optimised for them.

E commerce and content

So here are 5 ways to use content marketing for e-commerce store success.

  1. Set a Goal

Before creating your content marketing strategy, you should set goals, for both each piece of content and overall. Set something to aim for, whether that is increasing overall sales and customers, gaining new email subscribers or even just engaging or helping your current customers. Having a goal will help you create content for a specific cause.

  1. Create How-to Videos and Guides

Creating how-to videos or guides are a great way to hook people into your product through your content. Making how-to videos which simply and easily explains your product is great, although how to use your product may be obvious for you, it may not be for your customers. Giving customers and potential leads advice on topics directly related to your product builds your authority, as well as your customer base. A great example of this is to create a large amount of content that informs and teaches people beyond your specific product to reach larger audiences. This works great, as you are giving something away for free to attract potential customers to your product and brand. Never underestimate the power of teaching others. Read more

Don’t Make These Mistakes When Choosing a Domain Name

Choosing a domain name seems straightforward, but there are actually many things to consider before you register your business’s website. And while domain names usually aren’t terribly expensive, it can be a real hassle to try to reroute all of your webpages to a new address later on, should you change your mind. Instead, spend a little extra time up front brainstorming multiple domain name options. To guide you, here are some definite mistakes to avoid:

Choosing a Domain Name That Is Easily Confused With Another Brand 

At best, you’ll receive an uptick in site hits from people who have simply typed the wrong address. At worst, you might be hit with a lawsuit, especially if the brand you’re being mistaken for has a big budget and thinks you’re stealing customers. For example, if you sell fence building materials, you might think “Wall Mart” is a clever business name. But trying to register wallmart.com might result in a cease-and-desist letter from the lawyers of Walmart. Play it safe and make sure to choose a domain name that is quite unique.

Matching Another Domain Name But Using a Different gTLD 

Let’s say you already have a great domain name picked out. The only problem is that someone else has beaten you to the punch, and the .com generic top-level domain (gTLD) is already registered. That’s okay because you can just choose to register as a .net business or use any number of other gTLDs, right? Wrong … for the same reasons as Mistake #1, this is a bad idea, but you’ll also be positioning yourself in the shadow of another business. It could hinder your marketing efforts if you have to keep reiterating that your business is the .net version, not the .com one.

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Using a Domain Name That Is Difficult to Pronounce or to Spell

When you network with others face-to-face, you want to be able to casually throw out the name of your website and have it stick in the recipient’s mind. You don’t want to have to stop and laboriously explain how the domain is spelled or make it difficult to pronounce. For best results, choose a domain with words that are spelled how they sound and sound how they look. Read more

Middle management Versus digital transformation

Cecile Demailly, a consultant in organisational change within large companies, built a survey to better understand how middle management cope with digital transformation. The latter is a phenomenon that is touching all the industries. Yes, it brings changes. That’s why disruption is also a keyword that you might have came across when looking at digital transformation. When developing her research, Demailly brings corporate knowledge, strategic consulting expertise, adaptation to new business models with the regular research practice. In order to get a complete analysis of middle management’s perception of digital transformation lived in their jobs, the questionnaire she designed covered 7 areas of questions. She made the questions as comprehensive as possible, for the managers to understand, and give accurate answers. The areas she touched on are the following: Technology adoption, mindset, status, relations, organisational environment, change and adaptability. The answers she collected and analysed are very interesting to look at. Let’s go through them briefly in this article. Feel free to dig deeper.

Digital transformation is not only about technical stuff, it also helps human relationships flourish
Digital transformation is not only about technical stuff, it also helps human relationships flourish

The digital divide

By definition, a digital divide is an economic and social inequality with regards to digital and technology. In other words, it’s the digital gap that exists between two parties. We can also talk about global digital divide. It’s simply the digital gap that exists between a developing and a developed country (or group of countries).

In the context of Cecile Demailly’s study, we are mainly talking about the digital divide that appeared with executive management.

Middle management has some positive feedback about the implementation of digital practices within their company. However, it came with some challenges and a lot of ambiguity in regards to their tasks. They were expected to stand up and take action. In other words, to be leaders. Usually, people are not unhappy with that. But, here, the problem is: the lack of recognition. Middle management “leaders” made efforts that were not really looked up to.

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A shift towards leadership

Today, in a “digitally transformed” company, middle managers go through a shift in their identity and their job tasks. How? Well, by guiding, influencing and facilitating the organisation basically. Middle managers should be open minded, and work towards to development of their teams and the processes. They should not think of controlling processes and people, like in some sort of dictatorship.

By adding new ingredients, the digital transformation recipe is made more difficult. New tools and new processes add a layer of complexity and uncertainty. Middle managers should answer questions they have not come across in the past, and must step in a new area of activity. This brings us to the next part of our article: middle managers’ required skills.

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The digital paradox

Obviously, when analysing the findings of a survey, we find different opinions and perceptions of the same concept (that’s the whole point of developing a survey). In Cecile’s study, she found very interesting, yet paradoxical results: 50% of the respondents think digitisation helps them grasp situations and think more creatively, versus 40% who think the exact opposite. Read more

Can you imagine buying your house online?

Real estate and digital seem so far away from each other. Buying a house online is so absurd for some of you. We buy shoes, electronics, or earphones online – and if we’re feeling too adventurous, maybe a couch. But a house? That might sound crazy to some of you. But actually it’s not. You probably read some of our articles on virtual reality, augmented reality and all the other concepts that come with that. Yes, they are impressive. Yes they are fun. They are also used in business, and especially in Real Estate. Growing up, I have always tried to understand blueprints and visualise how the house or the appartement would look like in real life. I can tell you one thing: It is very tough for some. Then again, technology made our lives easier. With virtual tours, and virtual reality, you can now walk around an appartement that is not even built yet, imagine the different floor textures and wall colours, and even check out the view from the balcony. 

On the 19th of September, I was invited by Habiteo, to discover how technology and Real estate meet. I found it extremely interesting to be in the South of France, while sitting in a bus in the 9th district in Paris, thanks to VR. 

Real estate: a digitally disrupted environment

The Real Estate industry, as many others before, is being digitally disrupted. Real estate (potential) buyers do not want to visit a high street branch anymore. They would rather check out the property online.Why ? Well put yourself in a buyer’s shoes. Would you rather look at houses sitting in a noisy agency, or comfortably sitting on your couch, with your family around?

The Real Estate industry is ripe for change for many different reasons. I will list and briefly explain the main reasons, that seem obvious and interesting to look at.

To begin with, when looking for a house or a flat, one tries to gather as much information as possible. And we all know, the Internet is the perfect place for that. Let’s put ourselves in a particular situation to better grasp this whole concept : my situation 3 years ago, when I first moved to Manchester in the United Kingdom. I looked for flats online, until I found the perfect one. How did I choose? The answer is simple: virtual tours (when available), and a lot of google maps. I had to know where the closest Sainsbury was, and the closest bus stop. I also needed to locate the flat according the the School, the gym, and the city center. Is this street residential, or is it underpopulated? I found the answer to all my questions online. Google maps, the school’s student platform and the property’s website.

How to choose the perfect flat in a city?
How to choose the perfect flat?

Taking advantage of the disruption

I think we all agree on one thing: it is challenging to convince potential clients to buy something that is not even built yet.

In today’s environment, some people do not even have the time to go to the point of sale, or the agency due to their busy schedules. People look for flexibility: they need something that they can access whenever they have a bit of time. And again, the Internet is the answer.

I had a very interesting conversation with Jeanne Massa, the co-founder of Habiteo, who explained to me all their concept. Yes, i’ll explain it back to you. Basically, they use 3D modelling technologies, to allow potential buyers, to step inside an unbuilt home. This model follows perfectly the architect’s plans. They go even further.

How to buy an unbuilt house?

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Infographic about infographics

Digital marketers (and marketers in general) are very cleaver. They understand our behaviours, and make the best out of it. They do this in a very tricky way. It’s always interesting to look at that in terms of strategy and creativity. You might ask what this has to do with infographics? I’ll tell you. It has been shown that 65% of us are visual learners , and that an information has 3 times more chance of being read and understood when it is presented in a visual way. I personally enjoy and understand information more easily when it is communicated with graphics, colours and attractive font. Every morning, I go through my Twitter feed- a little bit of personal community management never hurt nobody- and I see so many infographics being shared. This is mainly why I chose to write this article. Let’s discover and understand this new graphical and colourful trend together ! Ready?

Visualising Information, the power of infographics

People today do not have the time to read long posts or long articles. And of course, do not expect them to remember what they read. It is not a bad thing, it is just a fact. Today, we all read articles we find on social media, while commuting to work, to home, or to a friend’s house. That’s the pace we live in today. The more digitalised we are, the more our focus is weak. It is easy to get distracted when reading an amazingly interesting article on mobile. It is simply because we are always in a rush, multitasking different tasks and screens.

Infographics embrace this problem, and give its audience the solution: defy time by highlighting important information. How? By simply making it more attractive to readers. When someone sees a large number on a page, they are more curious to know what this 85% means, what phenomenon it is linked to and so on.

Numbers awaken our curiosity
Numbers awaken our curiosity

When we see information, we can visualise the link between different elements on a particular theme or subject. This way, complex information is broken down into different eye-catching graphics.

Visualising information has a very strong persuasive aspect. That is what makes infographics so powerful. Compare the following two actions, and you tell us which one is easier, in your opinion. The first one is reading a long text, and trying to find that one golden number that we are looking for. The second is looking at a poster, an infographic, and scan through the highlighted information in a few seconds.

Basically, marketers use the power of (info)graphics to communicate complex concepts, to explain them, and make it simple for people to grasp the main information that the infographic is highlighting.

What makes a good infographic?

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