What is it that makes you stop your scroll? You know, you're either going through emails (many of which are junk!), or flicking fast through Instagram...
It MUST be good, or you'll just keep going, right?
Exactly. And this is what will make YOUR ideal customers do the same when it comes to your brand. If it's not engaging, aesthetically pleasing, or an offer you can't refuse, your fingers will just keep going...Whether on your mouse or on your phone or other mobile device.
According to Forbes, "Effectively optimized and well-distributed content helps our target customers find us. In other words, content marketing appeals to the “hand-raisers.” Those are the customers who are actively searching for our content and services. They are already asking for our solutions."
So basically it's like this- great content on social media, or a magnetizing email campaign, will get the "hand-raisers" that are already seeking your product out to stop their scroll. In addition, if it's better than great, buyers that weren't even looking for your brand, or didn't know they needed it, can also be sucked into your funnel. THIS is the power of effective content.
Not to discount SEO at all (which we will explore in a separate, upcoming post!), captivating social media content and fabulously crafted email marketing campaigns are vital when growing ANY business, especially eCommerce.
So, how do I do this? You say?
Let's start with social media. With such a variety of platforms today, how does a business choose where to focus their efforts the most? Well like most new things, it starts with some experimentation. Is your target audience defined (see our post on niche)? If it is, do some research to see where they "hang out" the most. Is it on Facebook? Instagram? YouTube? Pinterest? Even TikTok? This will make a difference in how effective your content will be.
Once you find where your buyers live, you can discover the answers to the questions you're asking.
- Is your content targeted to exactly what they're looking for?
- How often, and at what times are they engaging the most?
- Are they loyal- are they tagging and sharing? Are they coming back frequently?
- What types of content is the most engaging (informational, sales-driven, question-asking)?