E-commerce is the fastest growing retail market in Europe, with UK consumers being the most frequent online shoppers in the continent.
According to a study conducted by RetailMeNot and the Centre for Retail Research, online retail sales reached £52.25bn in the UK in 2015, a 16.2% increase on 2014 when the total stood at £44.97bn.
With 86% of households in Great Britain (22.5 million) having internet access and UK e-commerce sales on the rise, it’s important that your e-commerce site has a good content strategy in order to compete with the established giants of the industry.
Effective content marketing is crucial for e-commerce profit. Developing a content strategy will help your organisation manage production, save time and energy on developing content and help you stay ahead of the competition.
The most effective way of demonstrating a product and its benefits is by incorporating product videos to your site. This will not only boost conversions, but will help with search engine ranking and online visibility. Headland have partnered with Panda Media, a Yorkshire based film production company, to provide our clients with the best of video content creation and the online know-how to deliver the optimum user experience.
Communication with your customers via email should be an integral part of your marketing strategy. An email list is essential when it comes to marketing your e-commerce website. A powerful email can keep e-commerce brands in memory, increase sales and build your brand.Headland can design, build and send out e-newsletters, via a bespoke email broadcasting system to broadcast and track emails and report the results.
When it comes to e-commerce, being social really matters. Social media will help you build trust in your products and services, drive traffic to your site, interact with customers and increase your brand recognition. Our content marketing approach involves creating and distributing valuable, relevant and consistent content through digital PR and social media. Headland have created campaigns for clients including Alton Towers, Nottingham Building Society and Jones Lang LaSalle.
Reviews, question and answer forums, blogging and social media posts are all forms of user generated content and can be used as a sales strategy. Customer reviews enhance a product’s saleability. User generated content can help you understand what services your consumers are looking for and what issues they run into as they progress though their consumer experience. Creating opportunities for consumers to express themselves and their thoughts on a given subject or product typically increases the amount of time they spend within a branded environment.
Infographics get your information across without overwhelming your audience. Pictures, graphics and charts help users to digest your information. They capture people’s attention and make reading data fun. Some of the key benefits of infographics are that they are highly sharable, boost the results of SEO and internet marketing, drive traffic back to your site and increase brand awareness.
Find out more about Headland's e-commerce expertise, or see our case study for Machine Mart's responsive e-commerce website.
Juanita Woodward, Headland