Originally published June 30, 2021 , updated on January 11, 2022Reading Time: 4 minutes
Gone are the days when e-commerce websites and online stores could simply load the store with brief product descriptions. E-commerce businesses used to rely on conventional marketing and advertising. Today’s customers are doing extensive online research before setting on a store. As such, content marketing and detailed product description writing have to be part of your strategy.
Most of what people learn about your business will be found through online research. But can your content be easily found? Have you put effort into copywriting for your business? This may seem like a mammoth task. It is, however, essential for many reasons. Hiring a professional content writing service can certainly help your business in this regard. Copywriting has changed how the e-commerce industry operates. Now is the time to get on board if you haven’t yet.
E-commerce teams no longer comprise just technical and IT teams. To scale your business, you need to grow your team. All too often, a content creation and content marketing team is not seen as necessary to a business. These days people demand more content across more platforms. And e-commerce continues to boom. So, the question is not whether you should implement content marketing into your strategy. It’s whether you can afford not to.
E-Commerce Writing Is More Than Just Product Description Writing
Yes, product descriptions and product content writing are important. But content writing for an e-commerce website is so much more than that. There are so many different ways to consume information these days. E-commerce retailers have to ensure that they are on as many channels as possible. This gets them as broad an audience as possible. Writing for online stores and e-commerce writing has evolved. It is now beyond what people see on your store pages.
The e-commerce landscape has changed. And content has contributed to these changes. Here’s how.
Customers Want Detailed Product Descriptions
Product descriptions carry a lot more weight than before. It is now easier access to the internet and there are so many e-commerce businesses to choose from. Customers are doing more research before buying. If your product description doesn’t give enough information about what you’re selling, not many people will buy it. Also, if you have little to no information in your descriptions, it’s not going to show up in the research phase at all.
These descriptions are not only for customers. Search engines love them too. You stand a better chance of high search rankings if you have solid descriptions and use of keywords.
You Can’t Just Talk About Your Store Anymore – You Need Product Content and Valuable Information
Conventional advertising and marketing is almost always a strong brand punt. In the e-commerce space, this means that it will be a hard sell of your actual store. Consumers no longer want this – they want information that helps them and not hard-sell ads. Imagine you’re an online store that sells running shoes, for example. You don’t need to advertise your shoes. Instead, you can invest in someone who will produce e-commerce writing about relevant topics. You could create a piece about the best running shoes for long-distance running. Or how to lace up your shoes correctly. There is so much added value you can give to your potential buyers. Simply invest time into copywriting for online shopping websites.
A Strong Social Media Presence Is Expected
Social media platforms like Facebook, Twitter and Instagram are incredibly valuable for businesses. Brands are doing some of their best copywriting and content creation on these platforms. Copywriting for social media has become a crucial part of the marketing strategy at e-commerce companies. It’s often the first place people look to find your brand.
Social media allows brands to interact with their audience and build brand loyalty. Businesses with zero social media presence will not benefit from this. They will seem inauthentic and untrustworthy in the eyes of potential customers. As such, you have to ensure that you present your brand in the best light online. Unprofessional or sub-par writing can cause customers to lose faith in your brand. You can use a content writing service for this if you don’t have the time.
Blog Sections or Pages Are Now Expected
There are several excellent reasons to have a blog section on your website. One of these is it’s often the page that brings in new customers. If your blog has useful content that contains the right keywords for your business, these pieces will show up in search results. This leads to someone discovering your page and potentially turning into a customer.
Customers also enjoy blogs because it gives them a sense of your brand’s personality. It provides insight into your business persona. This goes a long way in creating customer engagement. Make sure that your blog gets updated regularly. The content needs to be fresh and valuable content for best results.
Search Pages Can’t Find You if You Are Not Doing E-Commerce Content Writing
Search engines rely on blogs, articles, product description writing and other copy. This is how they know what to serve people in the search results. If you are not creating content, you are not being found. An e-commerce business needs to ensure that they have copy out there to find. This can be in the form of blogs, articles, product guides and more. Just ensure that you aren’t getting lost in the search results. You want anyone looking for your product or service to find you.
E-Commerce Businesses Are Making Use of Other B2B Businesses
Previously, companies were able to rely on their in-house teams for all their business needs. However, there is an increase in demand for content and marketing for businesses in all sectors. Many are turning to article, blog and product description writing professionals for help. These companies provide a full-service content creation for a variety of platforms. By using a content writing agency, you can focus your efforts on growing your business. You can also provide customers with more information and find more ways to connect with your audience.