In the previous two parts, we have seen the challenges that the marketers face while aligning the different marketing channels in their multichannel ecommerce marketing strategy. Also, the role of content marketing strategy in developing a buyer centric philosophy to maximize the ROI has been studied.
In the previous part, you learnt to develop a hypothesis and to physically test it to know exactly why your customer will buy the product you are offering. The series of questions asked, the exercise involving five Why’s which you conducted will give you the true value your customers hold by owning your product. The footwear example which was taken to elaborate this exercise demonstrated two things about the customers – one that it felt good and second that it saved the time of the customers.
Now, the first thing that the products makes them feel and look good is obvious for you. The product was meant to be comfortable only. Who would like a rough product? The second thing, however is worth your attention. The footwear which you manufacture are easy to walk in and save the customer’s’ time while doing errands. This means that the target customers wants to have more time. Nobody has ever mentioned the time saving benefit of footwear.
So the customer value needs to be extracted from the hypothesis thus created.
Importance of Personas and Messaging
After testing the hypothesis, you have developed your research. You would now want to develop the personas. Personas should be created keeping in mind the findings from your research. This can be very effective if buyer scenarios are added in it. Buyers want to solve problems by buying your products, so it is essential to draw out these situations.
Next step is to create a strong messaging that emphasise on the value provided by you. It’s about your target audience, again, so you need to give it your best thought. You have to know that the target customers only care about themselves and their beliefs.It becomes crucial to send across a message that is aligned with this belief. Consider the following approach:
“Our shoes are perfect fit for your feet while running because they provide X, Y, Z…..”
This approach is a good one but it has a drawback that it is not buyer centric but business centric. It focuses more on selling your shoes and not on why your customer should purchase the shoe. Any of the brands out there will claim the same about their product. In order to align this messaging with the target customers’ needs, craft it in a different manner. Consider the reframed messaging line below:
“Comfortable, highly durable and flexible shoes are more preferred by athletes while running because….”
This statement mentioned above gives a practical reason to the customer for buying your shoes. A small drift in thinking can do wonders to your business along with providing the true value to your customers. This statement clearly demonstrates the fact that you understand the market needs and the market will surely respond. However, if your research was only built on the rocks and pebbles of assumptions, it would have been very difficult in planning out an effective content and campaign strategy in the future.
Content Architecture Matters
The best possible way of developing a successful content marketing strategy is when the users will not only buy your product, but also subscribe to your valuable content posted about your product. This strategy will help you get loyal customers who will surely make repeated purchases every time you launch a new product in the market. You need to devise the content architecture to provide the much needed customer values which you have derived from your research. Also, you have to consider the expansion of the content strategy to encompass your complete product catalog.
You are good to go when you have the target audience and at least one persona. The content architecture you develop now should be worth subscribing to. This can be achieved by following two approaches with your content –
- The content should provide valuable information
- It should solve the customer’s problems.
Make sure to do this in a unique way. For this, you need to analyze how your competitors are doing it. Surrounded by many competitors, your approach should be to produce content that not only rises above, but also stays above for long. Some of the businesses leverage the collective data of their staff to achieve this. However, some make use of the research and customer data at hand. It can also be achieved by expanding the story of your brand.
In order to know what your competitors are doing, you can perform this small exercise:
1) Go to Google (you can browse incognito to get impersonalized results). Try searching for your products as you think your customers will do. Yes, don’t use your brand name.
2) Check out the content ranking on first two pages of the search results, not more.
3) Analyze the type of content – whether it is product pages, product category pages etc. or articles, blogs, review websites etc.
4) This is essential and very critical to note down. Assuming that your product pages with less content will be outnumbered by a product on Amazon with lots of reviews, but an informative article or a blog post about your product might prove beneficial for you.
5) Devise the content strategy accordingly. Repeat the same exercise with some other closely related search query. This is to make you understand your content strategy’s role in your multichannel ecommerce marketing strategy.
Also, make sure to look out for the sites within your competition which have biggest organic search footprint and analyzing their social media content strategies to get into the heads of these brands’ owners. Make sure to involve your content and SEO team during this period to get important list of keywords which you can leverage to devise your own successful content architecture.
With this we come to an end of this series but stay tuned for more to come.