We bring you five tips to adapt your content strategy so that you sell more.
Let’s face it: creating good content is not enough. Because you don’t create content for the sake of content — you create content in order to sell more of your product or service. So if you’re adding great texts to your website, but that does not have an impact on your conversion rates, it’s probably time to adjust your content strategy.
Here are five points to look at when you want to use content to improve your financial results.
1. What platforms is our audience on? Great content is no use if your audience is not looking at it. In order to make sure you are really reaching them, check what online platforms they use. If you are selling beauty products for instance, you should probably not only sell on your website, but also on Instagram. Also, remember that these things change — maybe a few years ago Instagram was the right place to reach your audience, but now they’ve moved on to TikTok.
2. What does your audience like to see? When you find out what platforms your audience uses, you get a good idea of what kind of content they want to see. On TikTok, it’s videos. On Instagram, photos and “stories”. On your website, it’s probably good photos and detailed product descriptions — and maybe blog posts. However, it’s worth delving a bit deeper into this, so you can up your game if possible. If you are selling through Amazon for instance, uploading a few product videos instead of only photos might set you apart from your competitors. Photos, videos, blog posts, ads, surveys, podcast episodes... there’s a large array of content options, and it’s up for you to find out which ones most attract and influence your prospects.
3. How good are your images? Let’s say you found out that WhatsApp is the favorite shopping platform for your target audience. You just have to set up your store and upload your catalogue, right? Well, not quite. Because the quality of the photos is crucial. In fact, a 2019 research showed that for over 90% of online shoppers, product images is the most important factor that makes them buy something. Your chances of selling that beautiful woolen coat are much greater if your prospect can see from half a dozen photos what is the exact colour, what the texture of the fabric is, and how perfect the seams are — as opposed to seeing two nearly identical photos from the same angle and in poor light.
4. What about SEO of your product title and descriptions? Depending on your product, you may think that good photos and videos are enough, and that you don’t need to bother about detailed product descriptions. But that’s a mistake. Even if some characteristics of your product are obvious from the photos, you should still use them in the title and description — because words are what search engines look for. When you include in your product description all the keywords that your prospects are looking for, you help them find your product.
5. Can your users leave reviews? Again, statistics are impressive — over 80% of online shoppers trust reviews as much as personal recommendations. So whatever platforms you are on, make sure your customers can share their experiences with your product. Customer reviews and user comments will help new buyers feel confident that, when they shop from you, they are getting exactly what they want.
