Content Marketing Strategies That Help M-Commerce Businesses Grow

For brands that want to increase their online presence and customer engagement, there is no better way to achieve that than through content marketing. That is particularly true when it comes to m-commerce (mobile commerce). According to statistics, mobile shopping accounts for 58.9% of worldwide e-commerce.

With online stores springing up each day like mushrooms, there is no doubt that the competition is fierce. Producing quality and valuable content can help you create a niche for yourself, making you stand out from your biggest competitors. According to a study, content marketing generates three times more leads than a paid search.

As much as creating quality content might sound easy to you, running a successful content marketing campaign involves a lot of things.

Here are some tips that can help your m-commerce business grow through content marketing.

1. Consider the Mobile-First Approach When Creating Content

There is no gainsaying that a large percentage of the world’s population use mobile devices for entertainment purposes, like reading news or watching movies. Quite a good number of people also use them to run different businesses.

In essence, you should design your content and online store to suit mobile users during every stage of their buying journey. Since reports claim that 79% of smartphone users have made online purchases in the last six months, the mobile-first approach is a wise decision.

For the best results, you should optimize your call-to-action (CTA) button for mobile devices. That is achievable by making sure that it is as simple as possible. Also, the number of steps required to complete an action (e.g., making a purchase) should be as few as possible. When it comes to content, it must be actionable, shareable, readable, and fast-loading. Indeed, a lot of optimization needs to be done.

2. Interactive Content

For maximum results, your content must be as interactive as possible to make global content impact. If one-sided communication was once a thing, those days are already long gone. Nowadays, it is a two-way street where customers are allowed to be active participants through feedback.

Some of the content types that allow this kind of two-way interaction are:

• • Quizzes, polls, and surveys

• • Infographics
  • Videos

3. Quizzes, Polls, and Surveys

Aside from the fact that these engage the readers, they are also excellent for hearing from your customers. Through polls and quizzes, you can collect accurate data on the preferences of your users to help you create more personalized content for them. Online Surveys can be used to collect data on users’ likes and dislikes. With this data, you will have more insights into your strong and weak points.

4. Infographics

Infographics are one way of engaging your users. Indeed, surveys attest to this fact by stating that they can increase web traffic by as much as 12%. These creative visuals that contain a lot of pictures and illustrations can even be more effective if they have questions that can prompt your customers to engage with your content.

5. Videos

Videos are probably one of the most effective ways in which you can drive more traffic to your site. According to a recent survey, 79% of consumers are more interested in watching a video than reading about a product. Most individuals use their mobile devices very often, and videos are a more interesting and quicker way of providing information about a product.

In addition to being very engaging, they improve the SEO ranking of your e-commerce site optimized for mobile devices. Note that you do not need to make lengthy videos. The most efficient videos are those that are under two minutes long. An explainer video is an excellent way to start.

6. User-Generated Content

Rather than doing all the talking yourself, why not give happy customers the chance to do so on your behalf. User-generated content seems more authentic and convincing to your potential customers. Some stellar examples of these forms of content are testimonials, case studies, and customers’ personal experiences related to your product.

Did you know that 92% of individuals are more likely to trust reviews posted by customers than those that brands create? You can encourage your customers to leave reviews by providing them with promo codes and coupons when they do so. For best results, make sure each product features reviews from customers who have used the products. These reviews are more convincing and trustworthy than product descriptions written by brands.

It is essential to point out here, however, that you should not delete negative comments. They are all part of the package and prove that your product reviews are authentic. Products with only positive comments always look suspicious and give the impression that those reviews are bought. That said, do not let negative comments sit in your comment section without a response. Reply to every comment, be polite, and see what needs to be improved. Afterward, encourage the consumer to post an updated review, which is hopefully a more positive one.

7. Emails

There is a popular misconception that emails are part of the past and no longer relevant. That is, however, not true. For m-commerce brands, emails are such an asset to their content marketing strategy. So significant that an email generates an impressive ROI of as much as $44. Emails do not only attract new leads but help you build a certain level of trust with your customers. As a result, customers are drawn to your products and become loyal to your brand.

You can send welcome messages to new customers to make them feel like they are a part of the family. Also, re-target customers who abandoned their carts by giving them discount codes. That will inadvertently encourage them to return to your website to make a purchase. Send emails to inform your customers about products that will soon be sold out. That gives them the feeling that they might be missing out on something if they do not buy right away. Sending emails on recommended products is a way of driving more traffic to your website.

Newsletters are another brilliant way of informing your prospective buyers about new products in the store. You can then engage already existing customers with loyalty programs. For best results, organize your customers’ database into several segments. There are a host of approaches you can adopt in segmenting your database. That way, you will know which product suits each customer best. For instance, you could segment your customers based on how much they have spent in total, the products they last viewed, and similar.

8. Tell-and-Sell Approach

In contrast to the requirements of the B2B industry, e-commerce brands need personalized content. While the former can thrive on reports, factually-oriented content, and how-to-guides, e-commerce brands need to engage their customers through storytelling.

Connecting with customers on a personal level is an excellent way of promoting brand loyalty and awareness. That is because people are more inclined to read inspirational articles that are about real-life situations they can relate to. Creating such content is much more effective and guarantees success.

Points to be considered when curating engaging content

You should consider the following when curating engaging content that shows the core values of your brand.

1. Discuss the Feelings People Have When Using Your Product

Tell a story based on customer satisfaction. This is a more effective way of reaching your target audience compared to listing your product’s features.

2. Sell Dreams, Not Products

It might sound a little too poetic, but it sure gets the message across. In other words, you should place emphasis on what your audience will get from using your product.

3. Demonstrate a Caring Attitude

Nothing works better than connecting with your customers on an emotional level. To this end, highlight the problems and challenges your audience might be facing and present them with a solution. Make sure that the solution provided is effective. Otherwise, your customers will not trust your brand.

Do not shove your products down their throats and do not always push your agenda. Rather than highlighting the features of your product now and then, discuss your audience’s problems and give users a practical and viable solution.

The Bottom Line

Content marketing is an excellent and effective way for m-commerce business to attract new leads and retain existing customers. A careful study of your customers’ needs is crucial for making your business successful.

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