7 Steps to Succeed In Retail Content Marketing

Content Marketing
June 10, 2019
74 / 100

Content marketing for retail businesses is hard. Seriously. For example, you’ve got Amazon and other giant companies taking a lot of traffic that could potentially go to your website. On top of that, there are thousands of thousands of other businesses, Google requirements, and increasing customer expectations.

A recent study of U.S.-based consumers discovered that Amazon was the top result for product searches, and 49 percent of the surveyed turn to it to shop. While that’s certainly hard to compete with, Amazon and other retail giants outperformed other businesses in Google results only for search requests for specific purchases.

So, this means that if a customer wants a product but isn’t quite sure, e.g. has no specific version, model, or characteristics in mind, then it gets a lot easier to compete to Amazon and other big companies. This is one of the reasons why 64 percent of B2C marketers – a lot of which produce content for retail businesses – are either “very” or “extremely” committed, according to the research by Content Marketing Institute.

7 Steps to Succeed In Retail Content Marketing 1

Source: Content Marketing Institute

In this guide, I’m going to walk you through seven effective steps to up your content marketing game by meeting Google’s requirements and getting ideas for producing truly unique content that can make your brand stand out from the competition. Here are the steps that we’re learning today:

  • Have a Documented Strategy in Place
  • Meeting with Customers
  • Use Storytelling
  • Invest in Deals and Promotions
  • Use Email Marketing
  • Personalize, Personalize, Personalize
  • Measure and Adjust.

If these sound good, read further to know more.

Step 1: Have a Documented Strategy in Place

Creating and sharing content just for the sake of it is a waste of time for any business because a lack of strategy minimizes the effectiveness as well as the contribution to organizational goals. On the other hand, having a strategy:

  • Provides a focus for content effort
  • Ensures consistency and commitment
  • Provides maximum opportunities to improve Google ranking
  • Provides a good chance to keep your company on top of customers’ minds
  • Gives more opportunities to connect with customers.

Clearly, this is something that any retail business can benefit from. In fact, the definition of content marketing provided by one of the leading bodies in the field – Content Marketing Institute – makes it very clear that it’s neither a tool nor a quick solution:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

A lack of strategy is, therefore, a major issue that can reduce the effectiveness of the content effort. However, the abovementioned Content Marketing research suggested that only 73 percent of B2C marketers have a strategy in place. This shows their commitment and understanding of the importance of being strategic about their effort.

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Source: Content Marketing Institute

However, please note that only 33 percent of the surveyed marketers had a documented (written down and clearly defined) strategy. This suggests that their effort might be more effective because they have a document guiding them, which increases their effectiveness.

Takeaway: aim to create a documented strategy to ensure consistency of your effort as well as higher effectiveness.

Step 2: Meeting with Customers

Don’t worry, you don’t have to meet anyone at this point because the main idea here is to research content ideas and topic that could be interesting for your target audience. The main issue to resolve here is the potential irrelevance of content for your customers, which could be a big problem for your content effort.

So, there are several ways you can go about researching the interests and problems of your customers and getting to know them better:

  • Conduct surveys on your social media pages and ask what your customers want to know
  • Create content personas (representations of your ideal customers containing their characteristics, interests, typical issues, and professional and personal goals), and describe typical problems they face
  • Check out the content of your competitors. They have the same target audience, so you can see which content performs well; for example, visit their blog to see articles and guides they write, go to their YouTube to see what kind of product videos they produce, or use content discovery tools to define the most shared content on social media.

Important! Remember that you have the best chance at attracting product research-related traffic (not the traffic with requests for specific products because that’s where Amazon reigns supreme), so try producing more product comparisons, guides, reviews, etc.

Takeaway: if you don’t know what content your customers need, then there’s no point in doing content marketing. Always conduct audience research before creating your strategy to know what could generate the best engagement and drive more traffic to your product pages.

Step 3: Use Storytelling

Storytelling – the use of stories in marketing – is huge right now. Many retailers create story-based content because it’s simply better at attracting the attention of customers. People find stories more interesting to follow, so if you learn how to use stories for your campaigns, you can generate some serious engagement.

That’s why “improving content marketing through immersive storytelling” is perceived as “very important” and “quite important” for delivering great customer experience by 51 and 42 percent of retail digital marketers, respectively.

7 Steps to Succeed In Retail Content Marketing 3

Source: Digital Trends in Retail, Adobe

You can tell the story of your brand, specific people who work for you, customers, and the impact that your business has on the world. For example, a brand story might describe what motivated you to start the company, what was your mission, and how do you contribute to the world. However, keep in mind that you can only engage your audience with your storytelling if they can relate to it, or you talk about something they strongly believe in.

Takeaway: storytelling in retail content marketing is a great technique to draw more customers and build a positive brand image.

Step 4: Invest in Deals and Promotions

Even though some perceive deals and promotions as a kind of obsolete marketing technique, the reality is much different. According to the 9 Retail Marketing Trends Driving 2018 report, they will be one of the most important components of digital marketing plans and “a key driver of increasing sales and loyalty among customers.”

That’s why 76 percent of retailers increased the number of promotions they offered in 2018, claims the same source. Also, more and more of them are looking for ways to become more strategic with deals and promotions, as well as ways to measure their performance across different digital marketing channels.

Takeaway: increase your investment in promotions and deals and make them as relevant for customers as possible to maximize their effectiveness

Step 5: Use Email Marketing

This step actually demonstrates the importance of having deals and promotions, which we just discussed in the previous section. One of the main reasons why people subscribe to email newsletters is to earn something, so it makes perfect sense to provide them with such opportunities. In fact, chances are you’ve been there yourself when you gave away your email address for a first purchase discount or something like that).

That’s why retail email marketing is so popular these days. And it produces great results, too: for example, research suggested that emails delivered “excellent ROI” for 33 percent of retail and eCommerce marketers, with “the ability to increase sales” being the most important benefit described by them.

In order to maximize the effectiveness of your email marketing campaigns, consider the following:

  • Providing subscribers with offers based on their browsing history
  • Sending them information about the latest offers, sales, and loyalty rewards
  • Segmenting subscribers to maximize the relevance of offers.

For example, here’s an example of an email announcing a fresh VIP offer from a fashion retailer, Rue La La.

7 Steps to Succeed In Retail Content Marketing 4

Takeaway: using email marketing is an effective way for retailers to increase sales, so consider investing in this marketing channel. However, writing compelling and concise email copies is often a struggle for retail marketers, so the use of professional writing and editing tools like WowGrade.net is often highly recommended.

Step 6: Personalize, Personalize, Personalize

In order for retail content marketing to be as effective as possible, it needs to be relevant. People are so tired of hard sell these days, many of them won’t even consider dealing with a product-centered business. One way to become a customer-centered business and improve customer engagement levels is to personalize your marketing.

Here’s what personalization means:

  • Including customer’s name on promotional materials, in emails, and other communication
  • Creating offers based on a customer’s interests
  • Providing personalized discounts and product recommendations
  • Offering content based on a customer’s interest.

Since personalization is widely considered as one of the best ways to improve sales, marketers are increasing their investments in the strategy. For example, the aforementioned Adobe research found that 61 percent of retail digital marketers are planning to increase their budget for personalization, which represents a 4 percent increase since 2017.

7 Steps to Succeed In Retail Content Marketing 5

Source: Digital Trends in Retail, Adobe

Also, please take note that 56 percent of the surveyed also claimed they were going to increase the investment in content marketing. This supports the fact that more and more retail marketers realize the importance of content for audience engagement, brand image, and sales.

Step 7: Measure and Adjust

The last step in our article is tremendously important. If you don’t track the performance of your content marketing campaigns, you won’t know what worked and what didn’t, so you won’t be able to improve. So, always measure how your campaigns are doing to know whether you’re on the right track.

Thankfully, often you don’t need a lot of investments to measure the performance of your content marketing; for example, you can use free tools like Google Analytics to know the sources of traffic on your website and determine where it’s coming from.

Wrapping Up

So, there you have it, seven steps to succeed in retail content marketing. If you take each of them and create a strategy for a very narrowed down market niche, you’ll have a good chance to gain your fair share of traffic from Google as well as customers. And remember: content marketing is not a tool, it’s a long-term strategy that takes time and effort. But patience and hard work lead to great rewards, as you can make your business very successful if you do it right.

Image by Diggity Marketing from Pixabay

AUTHOR BIO

Adriana Veasey is a professional content marketing writer and blogger. She is currently writing a book on research for B2B businesses because writing and sharing original, useful information is one of her biggest professional goals. Adriana is a contributor at Study Ton.

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OKRs stands for Objectives and Key Results, a goal management system created by CEO of Intel Andy Grove that keeps workers on track to achieving project aims. OKRs are designed to align the goals of individuals and teams with the company’s, prioritize actions, improve team communication and engage employees in running successful projects.

Tips for identifying the best bail bond company

Bail bonds that are also known as Surety bonds are "financial guarantees" or assurance. In this, if a person gets convicted in a crime, they can "skip" serving time in jail, but have to present in the court of law. Let us say, you have to follow an order that will...

5 Effective Low-Budget Marketing Strategies for Startups

Startups operate under extremely tight budgets, which makes it almost impossible for them to set aside a marketing budget. Ignoring marketing and advertising becomes an easier (and cheaper) option for them.

Switch to a Tech Career and Start Working Remotely

Breaking into tech is a recommended move, especially considering the future expansion of the industry. It is reported that 25% of American jobs are at risk of being replaced by automated tools or robots. According to this report, other industries will have lesser roles to fill in the future, while the artificial intelligence area will only thrive and generate more jobs. This goes to show that tech skills are more in-demand than ever today.

3 Telltale Signs Your Marketing and Advertising Strategies Are Working in Your Favor

For a long time, it was difficult for small business owners to gauge which of their marketing strategies were paying off. Increased sales were always a sure bet but could be attributed to other initiatives as well. Luckily, with today’s technology, there are ways to break down various advertising techniques to see exactly which ones are bringing in the most revenue.

Why Experiential Marketing Is A Must In 2020

Today, more shoppers than ever before are actively using digital assistants and voice-activated devices like Google Assistant and Amazon Alexa. The two companies have so far sold more than 27 million devices in the U.S. alone. Apple’s Siri, on the other hand, has over 500 million users throughout the world. Besides the widespread usage of voice-activated devices, consumers are developing a high level of comfort and trust towards them.

SEO Copywriting: How to Write Content for People & Search Engines

In today’s marketing standard, quality content and effective search engine optimization practices have become the iconic duo for promoting a brand and selling a product.

How to Get Coaching Clients Online

A lot of coaches start by getting clients via word of mouth and referrals. But after a while, you want to grow beyond that. Unfortunately, a lot of coaches end up really overwhelmed when they try to market themselves online.

Top Digital Branding Trends and Challenges in a Mature Digital Age

Digital branding is a tool and your effectiveness in using it determines its overall effectiveness. Like with any other tool, a professional should always be on the lookout for an upgrade if they are to gain and maintain a competitive edge.

How to Write a Cold Email That Isn’t Awkward

Cold emails are often awkward. But that’s because many people don’t know how to write effective cold emails.

5 Easy and Affordable Video Marketing Tips and Tools to Drive More Traffic to Your Website

There are literally billions of webpages on the Internet, and you need to make your website stand out to draw attention. The good news is that integrating videos on your landing page can greatly help you to increase traffic.

Brand Loyalty and Why It Should Matter to Your Business

Building brand loyalty for your business gives your customers a reason to keep coming back to you over and over. It is the key to longevity in any industry.

How to Produce Marketing Videos on a Budget

Marketing is one of the most important elements involved in running a business or building a brand today. Knowing how to produce marketing videos on a budget can significantly change the overall outcome of your next digital marketing strategy or campaign.

Focusing on What Matters: The Customer Experience

For example, in the modern era, with big data and personalization revolutionizing the business landscape, businesses great and small are deciding to focus their efforts on an essential element in order to remain profitable: the customer experience.

35 Post Ideas for Realtors and Mortgage Professionals

So many times realtors want to use social media to get more business, but they really have no idea where to start, or how to get engagement.

How Marketing Leaders Can Utilize Data to Improve Content

“Content is king” is a saying that never seems to grow old. Even though digital marketing has evolved considerably since it first came into being, its emphasis on quality content remains as important as ever. Today, however, marketing leaders have many tools at their disposal to ensure they are creating and curating the best possible content. Out of these, the most useful has to be data.

How to Get Clients Online

Picture this. You had a beautiful logo created that reflects your brand exactly. Then you created sizzle reels, had a photo shoot, and created the perfect copy for your website. You create your signature course, or product. Then you launch it.

8 Digital Marketing Tips to Grow Your Startup in 2020

Here are the top eight digital marketing tips for growing your startup on a higher level in 2020.

How to Attract More Customers During the Winter

Winter can be the dog days for your business once the holiday season passes and your customers are taking refuge from the cold and rough weather. However, it does not have to be that way if you are clever and strategic. Here are some ways to grow your business and attract more customers during the winter season.

10 Simple Ways to Use Facebook to Promote Your Small Business

From its powerful way of connecting businesses with customers to its various advertising options, there is no denying the benefits of using Facebook to promote your small business.

Should I Look Through Social Media Accounts of Potential Job Candidates?

Social media is such a prevalent part of everyday life that it can impact jobs. That’s why many employers wonder if it’s a good idea to look through potential candidates’ social media accounts before continuing with the hiring process. There are definite benefits to knowing what someone does online.

4 Tips for Business Networking Internationally

With almost everyone having access to the internet, businesses are no longer limited by their physical locations. Now, you can do business with anyone in the world in pretty much the same fashion as you would in the same country. However, as with any business dealings, at some point, you may have to meet the client face to face. Here are a few tips that can help you when you are traveling internationally to network with potential clients.

8 Effective Ways to Use Social Media to Grow Your Small Business

Still not convinced that social media can help your small business grow? In this post, we will talk about the eight effective ways you can use social media to grow your small business.

Strengthening Your Referral Network

Building a reliable network isn’t going to happen overnight, but with the right combination of strategy and hard work, a steady stream of referrals will be yours. As an eldercare placement agency, I’ll outline five universal practices we wish our business partners would implement.

Boost Your Local Business: 21 Effective Local SEO Tips

Boost Your Local Business: 21 Effective Local SEO Tips

Opening a local business takes a lot of effort and investment in terms of time and money. However, it is not enough to have a physical address and hope for customers to come flooding in. It is crucial to optimise your local business’s online presence by using effective local SEO strategies. Local SEO is the process of optimising your website and online presence to attract more traffic and customers from local search queries. In this blog post, I’ll dive into 21 effective local SEO tips to help boost your local business.

Ways for Increasing Property Management Lead Generation

Ways for Increasing Property Management Lead Generation

Property management is not a simple job, there are multiple tasks that a property manager should complete for various property investors. Marketing is one of the difficult parts, but it’s crucial. You can only attract tenants to your property and gain income after you have generated leads. Therefore, you should try your best to come up with smart and effective strategies to get your company known.

5 Unexpected Industries That Need Social Media Marketing

5 Unexpected Industries That Need Social Media Marketing

In today’s digital age, social media has become an essential tool for businesses to connect with their target audience and promote their products or services. While it’s common to see industries like retail, hospitality, and entertainment using social media for marketing, there are several unexpected industries that can also benefit from social media marketing.

Nyago Michael Emmanuel

Nyago Michael Emmanuel

We invite many people who can invest in our Akiba Ya umoja community benefit savings and investment group of Uganda to enable us expand our operations in Uganda

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Recent Posts

How to Give Your Employees More Choices in Benefits

How to Give Your Employees More Choices in Benefits

As a business leader, you understand the value of empowering your team with choices that suit their unique needs. This philosophy can extend to the realm of employee benefits, where providing more options can enhance job satisfaction and loyalty. Here’s how you can...

How to Reduce the Burden of Healthcare Costs in Retirement

How to Reduce the Burden of Healthcare Costs in Retirement

Planning for retirement involves more than just financial considerations; it also requires thoughtful preparation for healthcare expenses. As you transition into your golden years, managing healthcare costs becomes crucial for maintaining financial stability and...

How to Avoid Delays When Delivering to Customers

How to Avoid Delays When Delivering to Customers

In today's competitive business landscape, delivering products to customers on time is not just a courtesy; it's a necessity. Delays in delivery can lead to dissatisfaction and harm a company’s reputation, especially for female entrepreneurs who are striving to build...

Work Remotely Without Working from Home

Work Remotely Without Working from Home

Working from home offers a unique blend of comfort and convenience, creating a workspace that is both personal and professional. Your home becomes a versatile canvas where productivity meets comfort, and your creativity flourishes in familiar surroundings. From the cozy corner of your living room to a dedicated home office, the possibilities are endless. With the freedom to choose your workspace, you can design an environment that suits your workflow, whether it’s the tranquility of a quiet room or the vibrant energy of a sunlit nook. Working from home provides the flexibility to customize your surroundings, making it the ideal place to turn your aspirations into accomplishments.

Why You Need to Avoid Overworking Yourself

Why You Need to Avoid Overworking Yourself

The demanding landscape of entrepreneurship often celebrates burning the midnight oil as a pathway to success. While hard work is undeniably critical, overworking oneself can lead to adverse effects that are often overlooked in the hustle to meet deadlines and...