Category: Content

Tips for Ecommerce Holiday Season

The Christmas countdown on already with countdown calendars dawning our Facebook timelines and restaurants shouting at us to BOOK NOW! It’s no surprise as (depending on the product), most retailers make a killing when it comes to holiday season.

This year, eCommerce companies are hoping to cash in on what has been called the big-time growth year for the industry since 2011.

Let’s take a look at our top tips to maximise your eCommerce activities this year;

Make Sure Your Site is Mobile Friendly

We can’t stress this point enough. Not only did Mobile eCommerce grow by a whopping 28% in 2014 – more than 2 times the growth of desktop eCommerce – Google also now penalises sites that are not mobile friendly which can affect their visibility in search engine results.
You can test if your website (or any website) is mobile friendly or not here.

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Keep Checkout Easy

Did you know that the average online shopping cart abandonment rate is around 69%! Avoid this by making the checkout process short, simply and secure.

One way of achieving this is a guest checkout option which eliminates the need for a user to create an account. Only ever ask for necessary personal information at this stage and offer a choice of payment options.

Make the Load Time Faster

Not only does it hinder SEO but slow loading times will also lead to customers abandoning your site.

  • 40% of visitors will leave if the web page does not load within 3 seconds
  • 79% of buyers won’t return if they are disappointed with your site’s load time

GTmetrix has a great tool that provides an in-depth analysis of your website’s speed – find it here.

Integrate with Social Media

Use social sharing buttons to integrate your product pages – it’s a smart and simple way to make sure your products reach customers via social media platforms. Making your products shareable on sites such as Facebook, Pinterest, LinkedIn, Twitter and Google+ can turn your happy customers into salespeople.

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Encourage prospects and customers on social media platforms and promote your exclusive offers for the holiday season. Why not have a look at our Social Media Management services? They are tailored to your organisation to help you reach your objectives.

Content is King

Content marketing can convert more customers. Include content such as write-ups, tips and gift guides – they will help position your website as a reliable resource for holiday shopping and an industry leader. It helps build customers’ trust and also attracts Google’s attention too!

Consider your Shipping Costs

A recent study shows that shipping costs were the main reason for shopping cart abandonment last holiday season. It also shows that free shipping continues to stimulate purchasing decisions on eCommerce websites.

  • 60% of buyers are ready to add more products to get free shipping
  • Over 80% are ready to wait an extra two days for delivery if it’s free
  • 70% require free return shipping to complete the purchase.

We offer tailored Social Media Management services – find out more here.

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Bring Your Live Photos Back to Life with Motion Stills by Google!

There’s now a super easy way to turn your photos into GIFs, which can then be shared on social media or your website! Motion Stills is an app by Google that brings your Live Photos back to life with “advanced stabilisation and rendering”.

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Source: Google

“We use our video stabilization technology to freeze the background into a still photo or create sweeping cinematic pans. The resulting looping GIFs and movies come alive, and can easily be shared via messaging or on social media.” – Google

Motion Stills provides an immersive stream experience, enabling you to create content and tell stories by combining clips.

Here’s what a live photo looks like before and after stabilisation from Motion Stills:

Source: Google

Source: Google

The app is still in early days, they current state that it isn’t working with remote iCloud photos and that a fix is on the way! Some are wondering if an Android version will be available soon as this currently is only compatible with the iOS operating system.

With Motion Stills you can browse live photos, create movies, make GIF’s and share with friends!

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“The Motion Stills app is incredible — it searches through your library of Live Photos, edits them into stable images with minimal shake, and converts them into easily shareable GIFs or movie files. You can even throw the movies — complete with sound — straight to Instagram, which otherwise doesn’t support Live Photos.” – The Verge

How to create content using Motion Stills

  1. Firstly, download Motion Stills from the app store (Remember, currently only avaialble on the appple store).
  2. If you’ve no live photos on your device already, make sure the feature is activated.  Simply, launch the camera app and tap the live photo button from the top centre.  Tap on the shutter button to then take a live still.
  3. Open the Motion Stills app.
  4. Motion Stills needs permission to access your photos, a message will pop up requesting this. In order for the app to work, make sure you allow the app to do this.
  5. Now all your live photos that are on your device will appear, simply tap on any photo you wish to convert to a GIF.
  6. Tap the arrow icon below the picture.
  7. You will then have two options; send GIF or share clip.

Make sure you have Live Photos in the Camera Roll on your device. (If you don’t have, you need to launch Camera app on your iPhone 6s/6s Plus. Tap on the Live Photo button from the top center, then tap on the shutter button to take the photo.)


 

We offer tailored Social Media Management services – find out more here.

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How to Improve Your Content Marketing Strategy

An effective content marketing strategy is key when it comes to generating leads. Create and share quality content to attract, acquire and engage with a clearly defined customer audience – with the goal of resulting in profitable customer action.  Here’s our top tips when it comes to improving your content marketing strategy.

Define Your Targets

Target Audience

Firstly, get very detailed about the specific audiences that you want to see your content. A quality target market outline will define your ideal customer down to their interests, location, habits and behaviours that relate to your product. Outline what their needs and pain points are.

Think about what their engagement cycle might look like and from there, create a map of content to deliver throughout the buyer journey.  With a deeper understating of your target market, you can begin to tailor your content strategy to them.

Usually, companies have more than one target market – but start with the most important. From this you can start to see what type of content to create, how it will be consumed and the best way to deliver it.

Brand Story

Define what brand ideas and messages you want to communicate through your content.  How will this content provide a message that differs from the competition? What will be the tone of your content? It’s important to also consider how the landscape will evolve after the content is shared with your audience.

Platform Plan

There’s so many to choose from but using all of them isn’t always the answer. Plan out which platforms you will use to tell your story and reach your defined target market.  Define processes and objectives within reach and work out how to analyse and measure performance on each one too.

Your content marketing strategy can serve a variety of purposes. How you use it depends on the action you wish your audience to take:

  • Prospecting
    Generating leads for sales and marketing teams
  • Marketing
    Generating interest in your products or services
  • Thought leadership/ awareness
    Developing name recognition to influence your industry
  • PR
    Developing and repairing public perception about your brand or offerings
  • Sales
    Helping your sales team close more deals, quicker
  • Community
    Developing friends and supporters who get the most of your offerings

Call to Action

The most important thing to remember here is calls to action. Remember that the goal for content when reaching your target audience is to see a profitable customer action.

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A comprehensive content marketing strategy engages with the audience in order to bring them into the engagement cycle.

Analyse Platform Performance

Take a good, in-depth look at your analytics for each platform and put your money, time and effort towards the strategies that are working. Many companies invest too much of their efforts in to Facebook and Twitter, assuming that because they are the largest social platforms,  they should be there.  However, sometimes after careful analysis, most of your social media marketing traffic could result from other platforms that you hardly pay attention too such as Pinterest!

Engage With Your Audience

Give you audience what they want by engaging with them – ask for feedback and pay attention to the comments and questions you receive. Recognise that your audience might differ between platforms – those who follow you on Facebook might not be the same as those who follow you in Instagram.  Repackaging your content for different audiences means you’re more likely to engage with your customers.

 

Best practices for content marketing are constantly changing, so it’s important that you be open to change. Re-evaluate your strategy every few months and tweak your approach as needed.


 

Working as an extension of your organisation, we can help you achieve an effective online presence – find out more here.

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