Using Content Marketing and PPC to Boost E-Commerce Sales

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Thanks to the internet, worldwide communication has become commonplace. And, as the old saying goes, where there is communication, there is commerce. Naturally, the outcome of the internet’s reach and availability is e-commerce. 

Using content and advertising to boost e-commerce sales is a strategy that many business owners use in order to reach new audiences, create awareness of their brand, and provide valuable information to both new and existing customers. Here’s how it all works:

Half of All Customers Prefer Shopping Online

E-commerce is an undeniable trend in both the USA and global retail markets, breathing new life into old businesses, and making it possible for new ones to be established by operating strictly online. And, statistics show that at least 95% of American customers today prefer to shop online, with a huge 80% of customers choosing to shop online at least once per month.

2017 was the tipping point for e-commerce, with statistics showing that over 50% of American customers preferred shopping online. It has gone from an industry once treated with suspicion and concern to one where the majority of shoppers actually prefer an online, digital storefront. 

Using Content to Boost E-commerce Sales

Content is the lifeblood of online marketing, and it comes in many different mediums, from written content to videos, photographs, infographics, conversations and user-generated content (UGC). There’s no denying that content exists in every corner of the internet.

Content creates and maintains traffic where there is none and expands and diversifies existing traffic. It has quickly become the new and number one way to push a product forward, leading to increased sales and huge cost savings. 

The Attention Economy

This approach transforms individuals’ attention into currency, which services or products are exchanged for. In short, whilst the customer is still being sold a product, this is done indirectly through advertising that is promoted by the service providers – for example, Facebook and other social media platforms.

Good e-commerce sites attribute their success to combining parts of both the attention economy and the old economy, where goods and services are exchanged for money. So, if attention or traffic is the currency – what attracts it? The answer is engaging content.

Content is the main way in which websites obtain their own personality, generate organic traffic, and encourage visitors to return. 

Good E-commerce Content

Content for an e-commerce store is a vital addition to the products, creating a story which sells the product to the target audience. This begins the moment you choose a website name, and it should answer a few key questions.

For example, your e-commerce store’s content should explain who you are exactly and what you do, why your brand is better than the competition, what your services/products are and how much they cost, how do they work and benefit the user, what you expect from your user, and the impact that your product will have on their lives.

In order to ensure that you are creating the ideal content for your e-commerce store, you will need to fully identify and completely understand your audience’s needs and preferences. 

PPC Marketing and Content

PPC (pay per click) marketing is a popular method of advertising in which you can utilize content elsewhere to encourage traffic to your e-commerce store. For example, you may wish to post an advertisement, video or blog post on a popular blog and offer the blog owner a commission for each user that clicks through from it to your site.

PPC agencies can help you set up and manage a PPC campaign. Read these tips on choosing the best PPC agency to find one that works well for you and provides you with the relevant services you need to successfully utilize good online content to drive traffic to your site. 

Remember, when it comes to boosting e-commerce sales, good content is the first thing that will grab the attention of your target audience and convert visitors into customers. 

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