Heard of the adage ‘Pen is mightier than the sword’? When it comes to your online store, a sword can accomplish mighty little, but words can attract customers and slay the competition. Remember how we talked about mere traffic not being enough; the conversion rate is the true matrix of success. Well, it turns out that the right content can increase your conversion rate by almost six times! The reason is simple; the right content helps you connect with the right customers.

Customers long to be connected with brands and products. They love to feel part of an ongoing conversation. If the content on your online store does a good job connecting, it will boost engagement and brand loyalty, increasing sales.

Here are some tips for harnessing the power of your online store content:

1. Identify popular products and create blog posts

Customers are looking for more than just an eStore that sells products and services. They are looking for a story they can relate to. If you are wondering what you should write about, take a look at your most popular products. Since these products perform well in your store, you can create blog posts around them. So, if you are a beauty store, make sure you have blogs about your bestselling products. You can publish product reviews, tutorials, descriptive pieces and other fun and informative articles about your products. This will help your site’s SEO and will also encourage people to visit your eStore.

2. Use the right keywords

SEO is the process of making your online store more visible in the search engine results pages. This marketing tactic is used to help your website appear higher in search engine results for different keywords.

Therefore, it’s important to optimise your online store for different keywords. Google Keyword Planner and Bing Research Tool are a few tools which can be helpful for keywords for your eStore.

3. Use catchy titles to boost click-through rates (CTR)

Suppose your eStore ranks in the top 10 results on search engines, but you still are not getting traffic, then that's because the keywords or phrase might not be the most searched on Google. Ideally, it's a good idea to use a keyword research tool to estimate the number of searches that happen for your targeted keywords. You can further embed these keywords with appropriate density in your content/articles.

You can add power words to make your banners, action buttons, and titles more engaging. Power words are those that trigger an emotion such as —before, bargain, hurry, free, bonus, deadline, etc. and they can improve your CTR.

4. Share guest posts on authority sites

Guest posts have a range of benefits, if leveraged smartly. Guest posts build brand awareness and drive traffic to your eStore. Keep in mind; guest posts are not advertisements. It would be best if you didn't have to pay for it. The primary place to find non-paid guest posting opportunities is through your existing connections. Perhaps you know a blogger or relevant influencer. Exploit your connections and reach out.

5. Learn from your competitors

One of your strategies should be to know what your competitors are up to. Do they have more video content, blogs, updated imagery? You can look at which keywords they target, what blog topics they cover and which of their channels drives maximum traffic. Learn from your competition, but never stoop to imitating.

6. Implement an email marketing campaign

Email marketing is still alive and kicking! Encourage visitors to sign up for your mailing list. Building a solid email list is one of the most effective methods for driving traffic to your eStore. You can launch e-mail campaigns to target existing customers, new customers and even lost customers—ones that abandon the cart during the purchase process.

Rich content can improve the overall traffic to your online store by up to 30%. Leverage the power of content to drive sales to your eStore.

Build your store using our pre-created catalogues. You can also get special B2B access for your trusted buyers, agents, or dealers.

Image source: shutterstock.com