Enhancing your e-commerce business and maximizing the impact of your digital marketing automation requires a well-crafted content strategy. By utilizing various content marketing formats, you can effectively engage your audience, build brand awareness, and drive conversions.
From informative blog posts and captivating videos to engaging social media campaigns and personalized email newsletters, each format plays a pivotal role in delivering your brand message and attracting potential customers. Embracing a diverse range of content formats in your strategy ensures a comprehensive and engaging customer experience that supports your e-commerce goals.
Stay ahead of the competition by leveraging the power of different content marketing formats in your digital marketing automation efforts and strengthening your overall content strategy.
Understanding your online audience is not always easy, because not all visitors are the same and receptive to the same messages. Companies often forget that website visitors are not just numbers or indicators.
Only when you as an entrepreneur and marketer understand the various levels of perception of the online audience and create a suitable Content Strategy, can you not only attract visitors but also convert them efficiently into leads. It is important to know in which phase your potential customer is. There are three: consciousness, consideration, and decision.
Customers Reach with the Right Content Strategy
First tip: Create a balance so that all phases are served equally. Just attracting attention is not just as little as an appearance that is only designed for lead generation. We now explain how this works in the presentation of the different phases of perception.
Phase 1: Consciousness
As the name suggests, the potential customer is only suggested that he needs a solution for something. This means it will search for a solution and find it with you. If you offer a service that can solve exactly the customer’s problem, you should of course not only take it with the words “Here is the service/product that helps you”, but take the customer directly on a trip.
On this trip, you are at the beginning of your website. Describe your offer and not be supportive. Even if the likelihood of lead generation at the end of the trip is greater, a good content strategy is about balance.
Phase 2: Remembering/consideration
The phase is about how the customer can solve his problem. The challenge here is to find a balance between knowledge, empathy, and the provision of content that is objective and really useful for the customer. In this way, there are certain problems to address the website and to realize this with informative landing pages.
In this phase, it is important to steer the customer’s journey toward “decision” and not back towards “consciousness”. It is important that the content is equally designed for information and selling. Show the customer his options and inform him about the available solutions. If the customer thinks that they offer the perfect solution, then he is already on the right website.
Phase 3: Decision
This is about generating leads from existing informative content. Here your services or products are offered directly to the customer and the specially adapted pages that are designed from this are to reach a conversion directly. These pages will concentrate on the sale and at the same time inform readers why your company is a better choice for you than all your competitors. This means that they concentrate very strongly on the unique selling points (USP). Your USP should be related to this decision-relevant page.
Remember that your customers already know that you really want to have what you sell, so you don’t have to bother to explain the basics of your offer. Just explain why your company is the best for you. By the way, a few positive reviews are good. Make sure that the content is easily readable and manageable and supported by images.
Also, look at what your competitors do in the segment. Apart from the text, the way to buy the product should be transparent and simple with large buttons that show the user that he can buy it here. When it comes to services, Calls to Action Buttons are good that refer to a contact form, for example.
A successful content strategy – summary
Every phase is not equally important for every customer. What is more important is a balanced content strategy in which you can address every potential customer in every phase, regardless of where it is in his purchase process. The danger of an unbalanced content strategy is that there is much content such as blog posts but then does not recognize users if you have too much input you can really solve the problem that you now have with your products/services.
Tip: Let your website play through someone who is not involved in your processes and your goals. This is how you create a content audit scenario, which helps you reach customers and achieve conversions.