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Using Content to
Grow eCommerce
Sales
Meet
Heidi
Meet
Sam
@Mallikarjunan
#ContentSells
Table of Contents

       Introduction to Inbound
   1   Marketing

   2   Building a Content Strategy


   3   Creating a...
What is Inbound Marketing?
Creating Marketing That People Love




                                      6
What is Inbound Marketing?
Creating Marketing That People Love




                                      7
34%                  of US Adults who find informational
                           blog articles about a product
        ...
80%                    of Americans age 18-34 are
                              influenced by blogs when making
          ...
Blogging is An Investment that
Grows
Selling Better Using Content
Mapping content to different phases of the buying cycle




                                 ...
Mapping Mind & Methodology
A cohesive experience that people love




                                         12
Attract: Build Specific Buyer Personas




                                         13
Know
Your
Custome
r
Buyer Personas

        Building Buyer
White   Personas tell us who
        we are creating
        content for and why
  ...
meet
charlie.
Charlie Wants To Buy A Digital Camera




         But he’s not sure which digital camera to
90%                  of Americans go to search engines when
                           looking for information prior to bu...
Charlie Needs to Learn More




And he knows just where to look…
You Can
             White
                     Educate
                     Charlie.


#inbound12
34%               of US Online Retailers plan to
                           invest in blogging on their website
          ...
Are my customers finding content
about my product online?




            Is the content that they’re finding
            ...
Feature Content
Throughout The
Purchase Cycle




                  24
You Say Hello To Charlie
37%                    *of companies using marketing
                                automation to cross-sell and upsell
 ...
Great Store
Content Is Critical




                      27
Detailed product names get you found

   1   Include brand name


   2   Keywords to help sell:
       size, color, style,...
Go from buried within 1.7
million hits to #2 rank on
Google

 “Creatine Powder” vs.
  “Musashi Arouse Pre
    Workout Crea...
Detailed descriptions get sales

        Improve SEO and inform
   1    shoppers

   2    Wear your “consumer” hat


   3 ...
•   Thorough description
•   Bulleted features
•   Technology
•   “Compare to”

http://www.bicyclesonline.com.au




     ...
Reviews Lift Sales



 • 80% of consumers consult product reviews
 • Featuring reviews increases conversion by 4.6% and sa...
Anatomy of a
Product Page
Product Page Best Practices




                              33
Use product name everywhere

                              34
Provide different levels of product description
       Detailed description, summary, key feature bullets
        Maximum ...
Use the best images and video available
1/3 of time spent on your product page is on images; 67% of consumers rated image ...
Reviews
Empower shoppers to submit regular reviews



  •   Make sure the ability to easily review is built right in

  • ...
Creating a content culture
How to find content everywhere in your business




                                           ...
See Content Everywhere




                         39
Let Users Create
Content For You




                   40
Cultivate and Curate Reviews



 • Add a link on each product page for submitting reviews
 • Ask for reviews from buyers a...
Add Videos
Customers and your own




• Consumers are 65-85% more likely to buy after watching
• Ask customers to submit v...
Videos Help You Sell More




                            43
Charlie’s
        research helps
        him pick a
White   winner, and he
        adds to his
        cart…
Content & The Purchase
Never stop selling




  • Add to cart doesn’t mean your job is done
  • Add mini product descripti...
… but Charlie
        gets scared and
        abandons his
White   cart
45%         - PayPal
                        of Americans abandon multiple
                        carts per month.




#i...
But it’s not always
                     about money, so
             White   don’t be in such a
                     hurr...
36.4%                of visitors that abandoned
                        their shopping cart engaged
                      ...
You eventually
        push the right
        button, and
White   Charlie buys!
Post-sale Follow Up Emails
                     that generate more sales


             White   •   Blog article on Set Up...
Charlie loves
        the
        experience, love
White   s the
        product, and
        loves the
        community
18%
      of US consumers have purchased a
      product because one of their
      friends follows or likes that product
...
If Charlie is Social, be his
                     friend
                     •   Start with a simple follow
             ...
Why does social media matter?
THANK
 YOU.
        56
Questions
?
How to Use Content for eCommerce Marketing
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How to Use Content for eCommerce Marketing Slide 1 How to Use Content for eCommerce Marketing Slide 2 How to Use Content for eCommerce Marketing Slide 3 How to Use Content for eCommerce Marketing Slide 4 How to Use Content for eCommerce Marketing Slide 5 How to Use Content for eCommerce Marketing Slide 6 How to Use Content for eCommerce Marketing Slide 7 How to Use Content for eCommerce Marketing Slide 8 How to Use Content for eCommerce Marketing Slide 9 How to Use Content for eCommerce Marketing Slide 10 How to Use Content for eCommerce Marketing Slide 11 How to Use Content for eCommerce Marketing Slide 12 How to Use Content for eCommerce Marketing Slide 13 How to Use Content for eCommerce Marketing Slide 14 How to Use Content for eCommerce Marketing Slide 15 How to Use Content for eCommerce Marketing Slide 16 How to Use Content for eCommerce Marketing Slide 17 How to Use Content for eCommerce Marketing Slide 18 How to Use Content for eCommerce Marketing Slide 19 How to Use Content for eCommerce Marketing Slide 20 How to Use Content for eCommerce Marketing Slide 21 How to Use Content for eCommerce Marketing Slide 22 How to Use Content for eCommerce Marketing Slide 23 How to Use Content for eCommerce Marketing Slide 24 How to Use Content for eCommerce Marketing Slide 25 How to Use Content for eCommerce Marketing Slide 26 How to Use Content for eCommerce Marketing Slide 27 How to Use Content for eCommerce Marketing Slide 28 How to Use Content for eCommerce Marketing Slide 29 How to Use Content for eCommerce Marketing Slide 30 How to Use Content for eCommerce Marketing Slide 31 How to Use Content for eCommerce Marketing Slide 32 How to Use Content for eCommerce Marketing Slide 33 How to Use Content for eCommerce Marketing Slide 34 How to Use Content for eCommerce Marketing Slide 35 How to Use Content for eCommerce Marketing Slide 36 How to Use Content for eCommerce Marketing Slide 37 How to Use Content for eCommerce Marketing Slide 38 How to Use Content for eCommerce Marketing Slide 39 How to Use Content for eCommerce Marketing Slide 40 How to Use Content for eCommerce Marketing Slide 41 How to Use Content for eCommerce Marketing Slide 42 How to Use Content for eCommerce Marketing Slide 43 How to Use Content for eCommerce Marketing Slide 44 How to Use Content for eCommerce Marketing Slide 45 How to Use Content for eCommerce Marketing Slide 46 How to Use Content for eCommerce Marketing Slide 47 How to Use Content for eCommerce Marketing Slide 48 How to Use Content for eCommerce Marketing Slide 49 How to Use Content for eCommerce Marketing Slide 50 How to Use Content for eCommerce Marketing Slide 51 How to Use Content for eCommerce Marketing Slide 52 How to Use Content for eCommerce Marketing Slide 53 How to Use Content for eCommerce Marketing Slide 54 How to Use Content for eCommerce Marketing Slide 55 How to Use Content for eCommerce Marketing Slide 56 How to Use Content for eCommerce Marketing Slide 57
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The people you draw to your website will be at all stages of the buying process, with some just starting to do research and some ready to buy. Content is a great way to the keep people at earlier stages of the buying process on your site and coming back until they are ready to purchase. Most people spend the day wading through emails, blogs, and websites, trying to determine what's relevant and worth their time. To draw them to your site versus your competitors', you're going to need quality content that makes your website the strongest in your field.

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How to Use Content for eCommerce Marketing

  1. 1. Using Content to Grow eCommerce Sales
  2. 2. Meet Heidi
  3. 3. Meet Sam @Mallikarjunan
  4. 4. #ContentSells
  5. 5. Table of Contents Introduction to Inbound 1 Marketing 2 Building a Content Strategy 3 Creating a Content Culture 4 Selling Better Using Content 5 Content and the Shopping Cart 5
  6. 6. What is Inbound Marketing? Creating Marketing That People Love 6
  7. 7. What is Inbound Marketing? Creating Marketing That People Love 7
  8. 8. 34% of US Adults who find informational blog articles about a product influential prior to purchase - eMarketer #inbound12
  9. 9. 80% of Americans age 18-34 are influenced by blogs when making purchase decisions - Burst Media Survey, 2012 #inbound12
  10. 10. Blogging is An Investment that Grows
  11. 11. Selling Better Using Content Mapping content to different phases of the buying cycle 11
  12. 12. Mapping Mind & Methodology A cohesive experience that people love 12
  13. 13. Attract: Build Specific Buyer Personas 13
  14. 14. Know Your Custome r
  15. 15. Buyer Personas Building Buyer White Personas tell us who we are creating content for and why they will buy from us.
  16. 16. meet charlie.
  17. 17. Charlie Wants To Buy A Digital Camera But he’s not sure which digital camera to
  18. 18. 90% of Americans go to search engines when looking for information prior to buying a product online. - eMarketer #inbound12
  19. 19. Charlie Needs to Learn More And he knows just where to look…
  20. 20. You Can White Educate Charlie. #inbound12
  21. 21. 34% of US Online Retailers plan to invest in blogging on their website this year. - eMarketer #inbound12
  22. 22. Are my customers finding content about my product online? Is the content that they’re finding mine – and is it on my website? 22
  23. 23. Feature Content Throughout The Purchase Cycle 24
  24. 24. You Say Hello To Charlie
  25. 25. 37% *of companies using marketing automation to cross-sell and upsell existing customers. - Forrester Research #inbound12
  26. 26. Great Store Content Is Critical 27
  27. 27. Detailed product names get you found 1 Include brand name 2 Keywords to help sell: size, color, style, etc. 3 Generic terms bury you in search 28
  28. 28. Go from buried within 1.7 million hits to #2 rank on Google “Creatine Powder” vs. “Musashi Arouse Pre Workout Creatine Phosphate Blend” 29
  29. 29. Detailed descriptions get sales Improve SEO and inform 1 shoppers 2 Wear your “consumer” hat 3 Highlight details that sell in plain language Do not be tempted by pre-written 4 descriptions 30
  30. 30. • Thorough description • Bulleted features • Technology • “Compare to” http://www.bicyclesonline.com.au 31
  31. 31. Reviews Lift Sales • 80% of consumers consult product reviews • Featuring reviews increases conversion by 4.6% and sales by 18% • Allow negative reviews: shoppers who read bad reviews convert 67% more • Reviews come from Social Media- use Social Proof 32
  32. 32. Anatomy of a Product Page Product Page Best Practices 33
  33. 33. Use product name everywhere 34
  34. 34. Provide different levels of product description Detailed description, summary, key feature bullets Maximum info for shoppers = higher search rank 35
  35. 35. Use the best images and video available 1/3 of time spent on your product page is on images; 67% of consumers rated image quality as very important 36
  36. 36. Reviews Empower shoppers to submit regular reviews • Make sure the ability to easily review is built right in • Date your reviews and constantly seek out fresh content • Find and feature customer reviews from social media • Video reviews really resonate with consumers 37
  37. 37. Creating a content culture How to find content everywhere in your business 38
  38. 38. See Content Everywhere 39
  39. 39. Let Users Create Content For You 40
  40. 40. Cultivate and Curate Reviews • Add a link on each product page for submitting reviews • Ask for reviews from buyers as part of email strategy • Cut down on spam by limiting reviews to buyers only 41
  41. 41. Add Videos Customers and your own • Consumers are 65-85% more likely to buy after watching • Ask customers to submit videos of themselves using or talking about a product • Create a video contest to encourage submission 42
  42. 42. Videos Help You Sell More 43
  43. 43. Charlie’s research helps him pick a White winner, and he adds to his cart…
  44. 44. Content & The Purchase Never stop selling • Add to cart doesn’t mean your job is done • Add mini product descriptions to in-cart and checkout screens • Add positive product reviews to confirmation emails to reinforce decision 45
  45. 45. … but Charlie gets scared and abandons his White cart
  46. 46. 45% - PayPal of Americans abandon multiple carts per month. #inbound12
  47. 47. But it’s not always about money, so White don’t be in such a hurry to give away coupons… #inbound12
  48. 48. 36.4% of visitors that abandoned their shopping cart engaged with their automated email campaign - PayPal #inbound12
  49. 49. You eventually push the right button, and White Charlie buys!
  50. 50. Post-sale Follow Up Emails that generate more sales White • Blog article on Set Up • Social Community Email • Net Promoter Survey • Accessories Blog Article • Accessories Guest Blog #inbound12
  51. 51. Charlie loves the experience, love White s the product, and loves the community
  52. 52. 18% of US consumers have purchased a product because one of their friends follows or likes that product on a social network. - Ipsos
  53. 53. If Charlie is Social, be his friend • Start with a simple follow • Retweet His Excitement White • Introduce him to others • Send him blog articles • Be authentic #inbound12
  54. 54. Why does social media matter?
  55. 55. THANK YOU. 56
  56. 56. Questions ?
  • KristinSparks1

    Dec. 4, 2021
  • MarcieBabe

    Feb. 21, 2018
  • eriknorway1

    Apr. 13, 2017
  • snehalakhanii

    Apr. 12, 2016
  • LadanTavakoli

    Feb. 17, 2016
  • CarloNikkoBermejo

    Feb. 4, 2016
  • DestinyKnight

    Jan. 6, 2016
  • mossie70

    Sep. 25, 2015
  • frederiknette

    Sep. 17, 2015
  • denizstambol

    Jul. 5, 2015
  • ssuser0f2be7

    Jul. 17, 2014
  • sitadevia

    Jul. 14, 2014
  • nawras80

    Jul. 11, 2014
  • waliedalbasheer

    Jul. 11, 2014
  • PEPINTERNETMARKETING

    Jul. 10, 2014
  • einarbjarnason

    Jul. 10, 2014
  • krebsconsulting

    Apr. 26, 2014
  • narmaadardas

    Feb. 27, 2014
  • Thomas_Smithy

    Nov. 6, 2013
  • ShelleyPringle

    Aug. 11, 2013

The people you draw to your website will be at all stages of the buying process, with some just starting to do research and some ready to buy. Content is a great way to the keep people at earlier stages of the buying process on your site and coming back until they are ready to purchase. Most people spend the day wading through emails, blogs, and websites, trying to determine what's relevant and worth their time. To draw them to your site versus your competitors', you're going to need quality content that makes your website the strongest in your field.

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