Create an ecommerce content strategy

Contributors

@brandon-leuangpaseuth @derek-gleason-3


Business Benefits

Increase user engagement, improve return on investment, drive traffic, improve conversion rates, and lead generation.


Create a buyer persona using your existing customer data and considering socio-demographic parameters like location, age, gender, and occupation.

Examine these parameters through Google Analytics’ Audience Geo-Location Report to capture information like:

  • Interests: affinity categories, in-market segments.
  • Behavior: new vs returning customer, engagement, frequency and recency.
  • Technology: browser, operating systems, networks.

Use a customer analysis and CRM data analysis platform like Optimove to generate custom reports.

Create accounts and business pages on social media platforms.

Having accounts on popular social media outlets is imperative. You need these platforms to execute your ecommerce content marketing strategy successfully.

Facebook:

  1. Open Facebook and choose Create Account.
  2. Enter the required details and choose a suitable business category.
  3. Add images alongside other business information, such as phone numbers, business hours, and location.

Instagram:

  1. Open Instagram and choose Create Account.
  2. Choose a username and pick a profile picture.
  3. Go to your profile and click on the profile image.
  4. Click on Account.
  5. Select Switch to Professional Account.
  6. Connect your account with your previously created Facebook page.
  7. Add your business details.

Use the Google Analytics acquisition report to identify popular social media platforms for your target audience.

  1. Open Google Analytics.
  2. Go to the Acquisition tab.
  3. Choose the All Traffic option.
  4. Look for the Source/Medium tab.

Use the data gathered in previous steps to define the top platforms for social posts. Post more frequently on popular social outlets.

Use the content marketing funnel chart to separate the content based on your customers’ needs and desires.

  • Awareness: generate content that focuses on audience education like blog posts, podcasts, social media updates, photos, etc.
  • Evaluation: the phase when customers determine whether they need your products like create polls, surveys, discounts, newsletters, webinars, etc.
  • Conversion: give your customers reasons to purchase your product like post demos, testimonials, reviews, customer stories, comparison sheets, etc.

Split-test your publishing strategy to see which days bring in the most traffic.

If you only post on weekdays, test one article over the weekend to see how it performs and vice versa. If the results are good, then modify your posting schedule accordingly. If you post once a week, choose a week to make two or three social media posts and see if they perform better. Check data such as signups, visitor amounts, and the number of social media shares.

Post similar content to the one that generated leads and collect customer data to optimize future campaigns.

Use Google Analytics to check which content performs the best. Open the Behavior tab in Google Analytics, then Site Content, then check the Landing Pages section to see the data. Use your CRM system to collect customer and user data, such as email addresses, names, locations, and habits. Expand your data set with the information you receive from each platform after each post. Use the collected data to improve future campaigns and see which type of content brings in most readers.