This week, I will continue diving into buyer scrutiny and content marketing. The basis of this blog post series is from Kristin Zhivago’s book “Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy“.

Whether your offering is an add-on purchase, or the buyer is looking specifically for your offering, content will help with the online buying process. With all e-commerce content marketing strategies there is a framework you can follow to answer your questions before you dive in:

• Who are the buyers, and what do they care about?
• What keywords do they use when searching for an offering like yours?
• Do you have captivating images in your e-commerce store?
• Can you answer every question the customer has on the product page, or do you need to start a knowledge forum?
• Can you drive traffic and conversions from your blog by producing top level content?
• Would videos on the product page drive more conversions?

These are some of the questions you should ask for “Getting Found and Converting”.

Here are some tactics to perform for post purchase:

• Send a series of “how-to” e-mails and maybe even a thank you video from the CEO.
• Invite the purchaser to join your social media community and keep them engaged.
• Ask for a review.
• Ask for a referral and give them a gift.

Content development does not stop at “getting found”. In fact, the lifecycle of content is ongoing and will never stop as long as marketing has a place in this world. So get out there and churn out some compelling content!

Have you developed an online content road map for your business?

Photo credit: Explania