Compelling content helps attract the right kind of customer to your eCommerce website. In order for it to draw your targeted audience in, it has to convey a lot of information on many different levels (about the product, your company, what they get out of it, and more). The content on your website has no limits. Engaged and informed customers will mean better sales results and more valuable relationships. But there are different approaches to reach your customer better with your content.
Cultivating a Brand Voice
Compelling content needs a distinct voice. To find your voice, begin by articulating what your company is about and who your customer is. Your eCommerce website and all its components support your brand voice. When the brand and voice is clearly defined and thoughtfully applied to all elements, you get stronger results.
Your company’s persona lies in content creation and your overall web presence (which includes look and design and feel) and connecting with the buyer personas you want to target. For example, if you are selling trendy graphic t-shirts, you will want a playful cheeky tone to connect with a younger or more trend-conscious demographic.
Try identifying your voice with 3 broad traits and then drill deeper into how exactly you can convey those traits. If your brand is a bit cheeky, that means incorporating some humor and wit. On the other hand, a warm authentic tone will have language that is direct, straight forward, and free of jargon.
Also, consider the buyer persona. Who is your target customer? How do they interact with your company? What are their buying habits? Use these questions to figure out who exactly you’re selling to and tailor your brand voice to connect with them.
Different Approaches to Writing Compelling Content for eCommerce
1) Answer a Need and Create Interest
Come up with a list of questions customers would possibly have and answer them, including what does it do, what is it for, what else do I need to know. Use the FAB approach by explaining Features, Advantages, and Benefits. Be sure to include all the necessary details customers need to confirm before buying something like the dimensions of the product, weight, price, available discounts, location availability, and more.
2) Be the Expert
Be the subject matter expert and convey authority. Be a credible source of information; this can be approached with very technical language or not. The point is to show customers you are the best and this is why they can trust you.
Maybe you sell tea. Talk about the best temperature to brew tea, the tasting notes, the origin of tea, amount of caffeine, and other interesting tea-drinking facts. Don’t just limit your wisdom to text – include images and videos as well. Content management in Nav-to-Net™ can help you share your expertise quickly and easily, all in real-time.
3) Tap into Insight and Emotion
The most common ways to be compelling is to answer “Why?”. Why should they care? Why should they purchase your product? Why do they need it in their lives? It’s not enough to say this blender is powerful. A customer shouldn’t want it solely because it’s powerful – they should want a powerful blender because it can make milkshakes, smoothies, and soups, whenever they want, with ease and little time, and to help them achieve that healthy lifestyle they so desire.
More than products, you are selling a lifestyle, nostalgia, safety, and more. Talk to sales people or your customers to get a better sense of the reasons for purchase and how the brand makes them feel. You can also use surveys on your website as to gauge reactions. Using Submission Manager in Nav-to-Net™, you can tweak questions and options many times for testing purposes and disable/enable questions or whole surveys whenever appropriate.
Conveying Brand Voice Throughout E-Commerce
An integrated eCommerce solution allows for flexibility and quick changes. Because the eCommerce solution is essentially an extension of your brand, you need a wide range of features that adapt to different kinds of shoppers (one step checkout, quick order, etc.) that lets you define your brand and voice. It’s about understanding how to customize certain elements of your eCommerce webshop to suit your needs and convey that brand while having the ability to manage it all in one place.
How does it work: Unified Content Management in Nav-to-Net™.
If you are using Microsoft Dynamics NAV Business Central, Nav-to-Net™ can be that solution for you. To learn more about our integrated eCommerce solution and how you can strengthen your brand, talk to us or request a personalized demo.
Capitalize on your Microsoft Dynamics NAV investment for B2B eCommerce: Watch a quick 4-min demo video
You may also want to read these Whitepapers:
E-Commerce Integration Is Not Always Built Equally
5 Reasons Dynamics NAV Should be the Master Copy of Your eCommerce
10 Point Checklist for B2B NAV E-Commerce
Request a demo on Nav-to-Net™ today to see what an integrated eCommerce solution can do for you.
