Content marketing plays a big role in the retail world. Undeniably, retailers are always using new methods to promote their brand/store and or products at hand. Through the use of social media, branded magazines, or lookbooks, these companies definitely prove to know the value of marketing in such a cutthroat industry.
In this article, we will see not only the importance of general retail content marketing but also in what way does it actually work and what particular systems do retailers like to use to help build the success of their store or business.
1. Figuring Out Shoppers' "Buying Cycle" + Catering To Different Customers
This is one, if not the most important step when it comes to great retail content marketing. Knowing a shopper's buying cycle is a way to specifically cater to each shopper. It's important to realize that there are different types of shoppers. Some have very specific needs, while others prefer browsing around. For this reason, it's very important to know what the shopper needs in each stage of his or her shopping journey. A good retail marketer would use his or her knowledge on the different shoppers to their advantage by offering, for instance, event-specific content for weddings, bridal showers, anniversaries, cocktail parties, or business meetings.
Another thing to do is to make your merchandise season friendly, meaning having different looks for each season and then promoting it in that manner. This is a perfect way to "guess" a shopper's buying cycle since you know that any shopper who shops in the summer, for example, will be looking for shorter clothes, sandals and sunglasses whereas a customer that shops during winter will most likely be looking for coats, mittens, and scarves.
2. Realizing The Internet is Really Your BEST Friend
Internet plays a huge role in retail content marketing. With the internet you have access to the outside world very easily which is always necessary. When promoting retail content online, for example, it's crucial to measure how well your content is doing. Are people liking it? talking about it? using it? or sharing it? These are all important questions because chances are, if people online aren't engaging with your content online then they definitely won't show up in local stores. After you've evaluated the success of your online marketing content through "likes, comments, and shares", it's up to you to decide, based or the success or lack thereof of your online content, what your next step will be.
3. Growing with Technology and Becoming Mobile Friendly
Many consumers are now mobile friendly and that means you should be too. Promote your content through mobile applications so that it can reach more people. It's important to produce content that converts perfectly to mobile or smartphone screens. It's also crucial that the mobile application you use is easy to manage. Research shows that many customers who order through a mobile app will completely give up the ordering process if the "check-out" page is too complicated. For this reason, it's important to make your content and app simple and easy for everyone to use.
For more advice on how to use content marketing to help your business grow, contact us today for a consultation!