Customer loyalty is everything for ecommerce brands.
Getting a buyer to make that second purchase is crucial, as loyal customers are worth up to 10X the value of their first purchase. But, if you don’t keep buyers engaged after their first purchase, it will be harder to get them to shop with you again.
That’s where content marketing comes in. If you sell lower ticket items such as toothbrushes, you might not think that content is for you. But that’s not the case –– it’s an important part of the digital marketing mix for any brand, regardless of product value.
Your ecommerce content strategy should help build a positive feeling about your brand, and ensure it stays top of the customer’s mind. That way, when they decide to make another purchase, they choose you.
Content also drives ROI, as the average conversion rate with content marketing is 2.9%, compared to only 0.5% for sites not using it.
Here’s how to create an ecommerce content strategy to engage buyers between purchases and drive serious growth for your B2C brand.
How to create an ecommerce content strategy
The first step is to find a channel to engage with your customers after they make their first purchase. When they buy something from you, encourage them to follow you on social media or sign up to your email newsletter. Then, you’ll be able to send them content that is relevant and interesting post-purchase.
If you produce a mix of content, you are more likely to keep customers engaged. This includes:
- Instagram posts of your products
- Blog posts (how-tos, storytelling, interviews, etc.)
- Video tutorials
- Interactive content such as quizzes and calculators
- Email newsletters
If you’re not sure what kind of content your customers would enjoy or what would make them want to buy from you again, then just ask them. Send them a quick survey to find out what they’re looking for from your brand.
The key is to create engaging content that doesn’t try to sell your product, but that is useful and fun. Make sure you show some personality and keep it in line with your brand values. Even more importantly — keep it coming! Content should be constant, so you’re always top of mind for your customers.
Use dynamic content to personalize communications
It’s not enough to just send out the same content to every buyer. Personalizing the ecommerce content you send to your customers will help improve engagement, increase click-through rates, and drive up average order value.
For example, instead of sending the same email newsletter to all of your subscribers, you should dynamically populate entire sections of the newsletters to make it more relevant and appealing to specific customers.
This can look like a section of your newsletter that includes new products buyers may be interested in, based on their historical purchase behavior. Or, it could include user-generated content focused on the specific brand of product they’ve already purchased. The important thing is to offer not just engaging content, but relevant content that is tailored to the individual buyer and their interests.
Brands with a winning ecommerce content strategy
Unsurprisingly, some of the top ecommerce brands are already doing this. If you want some inspiration on how to create a winning ecommerce content strategy to engage buyers between purchases, here’s a few ideas.
Custom framing company Framebridge takes a storytelling approach to its content marketing. Take one of its latest blog posts where it tells the story of how 19th Century Chicago School architectural details made their way into its frame collection. The company showcases its products and explains why they are so special, but not in a way that is trying to directly sell its frames. The content educates and informs, while also providing links directly to the frames mentioned at the bottom of the article.
The popular outdoors game, Spikeball, has its own YouTube channel where it posts tons of videos. The brand includes tutorials on how to play the game, as well as videos of past tournaments, and PE curriculum videos. The company complements this content with an email newsletter strategy that adds fun and personality to its brand, as well as creating a sense of community and involvement.
Clif Bar does a great job of both promoting its brand values and not being sales-y in its content. The brand’s blog posts focus on issues and stories the company cares about, such as nutrition, health, nature, sustainability, and the environment. And their Instagram account rarely features pictures of, or information about, its product. Instead, the brand centers on engaging its users through posts that drive community and values.
Fashion marketplace Wildthing will certainly grab your attention with the riot of color and content on its Instagram feed. Wildthing mixes posts of its products with user-generated content from fans and influencers, and posts that have absolutely nothing to do with its products but fit with the company’s image and values. It does all of this with plenty of its unique personality and voice.
Aesop has a content marketing strategy that manages to be nothing to do with its product, but is clearly linked to its brand. Its Taxonomy of Design blog works as an online archive of its stores that showcases the creative processes, materials, and features of each location. The blog is split into categories that feature interviews with designers and architects, as well as articles about the materials used in stores. While there is nothing on the blog that sells the company’s products, it provides a clear illustration of who the brand is and what it stands for.
Your ecommerce content strategy should aim to build a relationship with your customers by being authentic, relevant, and helpful. Aligning it with your brand values, while showing you have a unique approach and personality, will help keep customers engaged between purchases and, ultimately, drive loyalty.