E-shop strategy: 3 editorial tips focused on product content

Goswami Karan
Sep 1, 2018 · 3 min read
To set up a successful e-shop strategy, no mystery: you need content produced for the different stages of the purchase process. Objectives to advance your customers in the sales funnel: inform, convert and retain.

Your visitors arrive at your e-commerce site at different stages of their buying experience and sales cycle. Sensitization, research, evaluation, purchase: at each level corresponds contents produced and subjects more effective than others. The golden rule is to guide your potential buyer through your sales funnel, but without giving him the impression that you are pushing him. For this, think of an e-shop strategy that meets the three essentials of online commerce: inform, convert, retain.

3 types of content produced for your e-shop strategy

Authority content, to inform

In an e-shop strategy, the content says authority occupies a place of choice. First of all, because it gives you a good visibility on the search engines. But also because it maintains a constant degree of attention and positions you as an expert in your field. With this type of content, you naturally meet the specific needs of the awareness stage.

There are several proven formats for building authoritative content such as guides or white papers. No need to be original at all costs or to try to be absolutely revolutionary. Your goal is to deliver quality information and an expert word, without soliciting.

Educational content, to convert

Another indispensable part of your e-shop strategy: e-commerce content of the educational type, to answer the key questions that the consumer asks himself during the research and evaluation phase of your product or service offer. Buying guides, product tutorials, demo videos, case studies: show by example how your solutions can solve problems and defuse pain points.

So build your educational content around a simple storytelling, in four narrative stages:

1. Problem: Your customer realizes he has a problem.

2. Option: he studies the options and chooses you.

3. Solution: It implements your solution and solves its problem.

4. Result: it records positive results.

Educational content products are also reinsurance content. You position yourself in the eyes of your potential customers or prospects as a source of unbiased and reliable advice in their purchase decision. Be factual and concrete, without daring.

Community content to build loyalty

Today, consumers who buy online are looking for more than just a product: they are looking for a real digital experience and want to feel a sense of belonging. To create a brand community on an e-commerce site, use user-generated product content. The content created by your readers, your customers, your prospects, your followers and even your critics. Share your customers’ photos on social networks, invite your ambassadors to give their opinion on your e-commerce blog and maintain a privileged relationship with influencers in your sector.

For your social and community e-shop strategy, aim for sharing and amplification. Because if your community of customers feels invested and committed, they will be more likely to spread the word and maintain positive word of mouth. Opt for an authentic and transparent speech, without false pretenses.

Goswami Karan
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