Marcelo arnone Digital Marketing · Customer Insights · Content Strategist · Consultant · Trainer · Lecturer · … Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchangeIt turns out that a blog was not enough to increase the sales of an e-commerce. Although many e-commerce still do not have a content blog as part of their online marketing strategy, it is one of the “must have” in an e-commerce. If an e-commerce has a very relevant physical presence, its brand power may allow it the luxury of downplaying certain content. But this would only be the case for “click and mortars”, a small minority. What about e-commerce “pure players”, the ones that are only online? Good and bad news. There is a huge opportunity to motivate potential customers with content. Until now, almost all e-commerce has been so focused on prices and distribution (product, product and more product) that they have forgotten to provide their business with inspiring content that motivates the purchase.
The blog is just the beginning of a challenge for e-commerce to motivate potential buyers. It is necessary to have more content in an online store to differentiate itself from the competition, to inspire visitors and increase conversion. You have to focus on four key dimensions for conversion, from the user’s perspective: imagination, inspiration, involvement and information. Imagination: conceptual, metaphorical content; never product content. It is about appealing to the emotions, awakening the user’s imagination by involving them in a situation. With some products the exclusivity situation is appealed. In fashion it is sought to produce situations Jordan WhatsApp Number List related to style, with trends. In technology, the atmosphere is avant-garde, of innovation. In sport, tension, performance and emotion are of interest. Each product must be able to convey a concept and content that appeals to the imagination The first thing we think of when we talk about imagination is visual content, but the image is not everything. Images express emotions and an image is worth a thousand words to fire the imagination, but a blog can make a direct story that expresses energy and transmits all the emotions that you want to communicate. Some examples: The Situation Image Galleries (not product images), such as photo galleries, calendars, etc. The Books of Style , fashion lookbook as wikis or technology. The Reports or Trend Reports .
The Experiential Blogs , in a conceptual theme. Free air for ecological products, personal care for cosmetic products, etc. The interviews Character or “Celebrities Endorsements”, very common in alcoholic beverages, cosmetics, beauty, watches and other luxury items. Inspiration: Direct product content that invites action. The goal is movement, the “call to action”. It is content that encourages you to want what is in front of you. We talk about the product, shown in all its facets, to confirm the user’s need and call him to make a decision. It is the content for the conversion. The content generally revolves around three dimensions: the product, the price and the action. The product in a visual context (images and videos), the price in an emergency context (discount or offer, last units), the action in an immediate context (immediate delivery, no shipping costs, free return, etc.). Some examples of content in the e-commerce product area: Product Video, no more than 30 seconds. Product photos, with partial, total or 360 degree views. Message and link to a document explaining the delivery method.
Message and link to a document explaining the shipping process. Message and link to a document explaining the return policy. Some examples of content for the e-mail channel as a sales driver in e-commerce: Content in Mail Marketing of offers, product news, sales, special editions, etc. Contents in Shop Cart Recovery Mail of reminders, recommended additional products and possible special discounts. Involvement: Social and participatory content, to reinforce the feeling of belonging. The idea is to involve the user, showing that others have also participated in the shopping experience (as long as this is not in contradiction with concepts of exclusivity). The contents that generate involvement are of very different types: Synthesized content , generally resolved through the e-commerce’s own functionalities, such as ratings or rankings. Social content , such as likes, shares, +1, pins, etc. that distribute acceptance on social media. User-generated content , such as direct opinions, recommendations, or photos. Content per participation , generally driven by e-commerce themselves, through contests, raffles, competitions, games, etc.