Success in sales almost always comes down to communication. And in the competitive ecommerce universe, content marketing is the best way to engage with those browsing through the store.
Having a profitable street-side store has never been easy. It means long hours, paying rent and staying up to date on municipal regulations.
Ecommerce, which now moves nearly €6 billion in Spain, doesn’t have these complications. However, digital competition is tremendous and entails a constant battle for traffic and converting traffic into sales and customer loyalty. Online stores never close and their owners can never let their guard down.
One of the main tools ecommerce entrepreneurs have is what is known as content marketing. It could be defined as the art of communication with customers without selling them anything – at least in the short-term.
But this is not a self-less technique. Content is created on an online store, either independently or as a blog, to build a relationship with visitors, demonstrating that you know what you’re talking about while strengthening your brand.
The purpose of these connections are to make visitors become customers, and customers become regular customers.
Content marketing is nothing new. In fact, as Mixtropy CEO Marcelo Arnone said at one of the recent ecommerce events held at the ESIC business school, “A few years ago, putting a post next to a product was considered an exit point,” or a distraction that led visitors away from where you want to take them. Today, “everyone knows that users don’t go to a landing page and make a purchase, unless it’s a product that has become a commodity.