Throughout our e-commerce marketing strategy, we built multiple strategies so that we could reach out to targeted audiences to sell our product.
But how do we make the audience know the details about the product?
When we talk about the buyer’s journey and persona there are multiple steps involved in making the final decision about purchasing the product, like
- Searching about the product to gain knowledge on different platforms like search engines, and social media platforms like YouTube, Instagram and Facebook.
- Asking for advice from our friends and family members?
- Searching on different websites while comparing the benefits, prices, special offers, discounts, pros and cons, return policy, payment procedure and shipment conditions.
- After comparing the different sites we make a final decision about where the benefits are suitable according to our needs.
I would like to highlight the very 1st point I mentioned, before any visitor lands on our website, how can we make them aware and educate them about the product they are looking for?
Let’s take a quick example, if I want to buy a smartphone, I know the various brands but I don’t know about the different models of the brands so how would I come to know about which model of smartphone I should buy?
Through ads and social media, I can get aware of the models but still, I won’t be able to have as much knowledge as I require to confirm which model I should buy.
One of the limitations of e-commerce business is there isn’t any actual interaction between the store owner and buyer so that we can explain to our customers about the product.
So how can we explain and educate our customers in an e-commerce business that can lead to sales?
With the help of content writing it is possible. For the example we used first about buying smartphones, the very first step I would prefer is to search on Google for the latest smartphone in 2024.
For this particular keyword, there would be several blogs on search engine result pages like the top 10 latest smartphones, best budget smartphones in 2024, best gaming smartphones, etc, as I am not very aware of the latest updates of smartphones, the best way to know about the latest specifications and models at the same time will help to remove my confusion and make it easy to make a purchasing decision.
Content marketing eases the buyers who want to buy but aren’t aware or confused about the different products and are looking for the proper guidance.
Wait, do you think your work stops here?
No, even after you educate your customer how can you make sure that the customer will prefer your product? Your business value proposition. Value proposition lets the customer know why they should buy from your company. In this way, you can educate your visitors in two ways
1: Information about the product
2: Reasons to buy from your business
Steps for content writing to educate customers
1. Write different content for different buyers’ Persona
To write content for your customers you must first understand the buyer’s persona and buyer’s journey. Every customer is unique with their unique personalities and requirements. The level of content one buyer is looking for might not necessarily apply to other buyers as well.
For example, I may need a budget-friendly smartphone but someone else might need a high-end smartphone.
The content requirements are different for both the buyers so understanding the buyer’s persona and writing accordingly to give them the right content should be considered while writing content.
2. Knowledge first Advertising after
Keep in mind content is educationally based, so it shouldn’t sound like a promotional advertisement as a marketer or salesperson is trying to sell the product. Though the content is written to generate leads it is a complete process where you can’t assume that after reading your blog or watching your video the customer will buy the product instantly.
3. Create content for the different stages of the buyer’s journey
There would be hardly any people who just thought about buying something and at the next moment they bought the product. There are different stages involved. Writing content wholly focusing on one particular stage won’t be effective in educating the public. Write a wide variety of content that covers all the stages of the buyer journey.
4. Repurpose content
Repurpose content means the same content is used in multiple variations to show the people. E.g. if you wrote a blog on smartphones, you can use the same topic and make videos, webinars, newsletters, podcasts, etc but in a unique way. Through Repurpose content you can cover audiences from different platforms to educate them.
5. Make relevant content for “buyers”
You might ask, you would write content related to your products, and not someone else so why highlight these points?
Through relevancy I didn’t mean with the product but for the buyers. The content should be consumable to the buyers and relevant enough that pin their pain points. In many cases, content is not valuable and relevant enough for the buyers because it doesn’t contain the information they are looking for.
How to use content marketing to generate leads
1. Blog Post
You can use blog posts to create a guide on how to use, a comparison of the products to spot the differences and benefits, infographics stating the stats,
2. Videos
Apart from promotional intention, videos can be educational too. Just like a blog post, you can cover topics such as how to use this product, Unboxing videos, expert advice videos,
3. Educational podcast
The use of podcasts has been increasing in the recent few years, especially during the COVID-19 pandemic. Many people like to listen to expert advice. Creating a Podcast on Spotify and YouTube can help increase the traffic to your website if the buyers are convinced and feel connected with you. The persuaded audiences will browse your website to check out the product and might end up buying it.
4. Newsletter
Newsletters are a powerful tool for email content marketing to provide information to educate buyers that can lead to boost leads.
5. Webinar
A webinar is a virtual meeting or seminar where audiences from all around the world join to gain knowledge about their specific interest. Webinar is a robust platform to attract and reach a wide range of people without any boundaries or constraints. By promoting webinars to the right audience we can optimize the sales funnel that would lead to conversion.
Conclusion
I hope the information in this blog was useful and relevant for you. Content writing is dynamic and can be used for various purposes such as connecting or reaching customers, attracting new customers, educating buyers and maintaining customer retention for the different stages of the “Business Journey”
