Firstly, here are a few facts regarding your potential customers and what they are currently doing online:
90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018)
Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. (Google, 2018)
By 2021, global retail ecommerce sales will reach $4.5 trillion. (Shopify Plus, 2018)
Source: Hubspot’s Marketing Statistics.
Videos are the way
Who said watching online videos were a waste of time? New data from Google and Omnicom Media Group shows that YouTube users are increasingly interested in short-form and User-Generated Content (UGC) helps them reflect on their own lives and adds purpose to their watching habits. For you, this raises the question: how can I create content that truly connects with my audience and encourages self-reflection?
Is content still relevant in 2020?
You need to take customers from just looking to shut up and take my money. You will still need content to educate them. When your prospect is not informed or knowledgeable on your product or service, if they’re in a state of uncertainty, then they simply don’t buy. Content is key, the more they know, the more likely they are to buy.
The bonus of being the one educating them, you’re also making sure they hit the buy now button on your site. Your message needs to be powerful, insightful, and educational. Bear in mind, prospects are less likely to buy from you if the content comes across too sales orientated.
Users that are reading content regarding your product or service are 50% more likely to convert to buying a product. You will need a blog or news section. Companies that do have 97% more inbound links (i.e. incoming links to a website or webpage), frequently blogging and additional inbound links can impact customer acquisition and page rank.
If you were to write an article on a supplement that is supposed to improve your quality of life by drinking it every morning. I wouldn’t focus on the boring bits, I would focus on the fact that it is a legal, non-toxic, non-harmful, high-testosterone organic steroid. I would focus on the fact that the supplement has been compared to the fountain of youth. I would focus on the fact that taking the stuff gives you wolverine-like immunity and healing capabilities.
Another example: Using out of the ordinary manipulation of social queues to consistently go viral. e.g. American Apparel had Sasha Grey (a known porn star) to model lingerie.
The point is you need to find the special quality that you can show to everyone, your solution to a complicated problem that no one wants to discuss, when that time comes, that is when you will never stop receiving search traffic.
Search Engine benefits of content
Let’s get real with SEO. If you think about the future of search (Content, SEO, Marketing) the possibilities are endless, it can sometimes be daunting on how much there is you can do, but every possibility always leads back to one fact, If you consistently write to solve a problem, then it is likely that you will always get traffic. Your information will be pulled by engines automatically, and your site/page/blog in time will become the number one resource.
The thing is in every search query, your customers are looking for information, whether it is local or historical of the product, it all equates to information on some scale. This is the point of content marketing. We are trying to solve the problems that search engines want us to solve, and search engines are lining our content up as customers pick the most authoritative content.
Everyone has an end-goal when using search engines. You go to Google to solve your end goal. There will always be people searching for information. Google will have to pull information from somewhere. The point is putting out content that is great enough to answer the questions users are asking, your industry is asking or the audience you are trying to target are asking will always be a very profitable endeavour. Content will always matter for your customers and search engines if you’re doing it right.
We hope that the above clears any problems that you may currently be having with your eCommerce traffic, if you still are, not to worry… email us at [email protected]