eCommerce Content Marketing Case Study

Do you run an eCommerce retailer or plan to launch one? What would it not be price to you should you may 3x your site visitors in a brief time frame?

On this article, I’ll share a short-term site visitors case research from a rising eCommerce enterprise. They managed to triple their site visitors in simply three months all with the facility of efficient content material advertising and marketing.

The explanation I’m sharing the techniques and outcomes of this case research is that I do know that eCommerce shops have distinctive site visitors wants.

Each on-line enterprise “needs” extra site visitors, however for an eCommerce retailer, it’s actually your lifeblood.

With out site visitors, you possibly can’t promote merchandise, and with out promoting merchandise you possibly can’t develop and flourish as a enterprise.

However the place do most eCommerce shops go for site visitors? Often, they go straight to the site visitors retailer – Google AdWords.

The issue with an AdWords-only technique

AdWords makes quite a lot of sense for eCommerce shops. You seize the eye of potential prospects proper on the backside of the funnel as they’re particularly in search of a product or resolution to their drawback.

Not solely that however with Google Procuring, you possibly can characteristic your actual merchandise with a pleasant trying call-to-action and visible picture proper in entrance of these prospects.



The Google AdWords system additionally gives an easy to grasp cost-in, revenue-out reporting system. In case you arrange analytics correctly and observe your website exercise, it turns into straightforward to see a direct ROI out of your spend.

However there’s a few issues with counting on AdWords alone…

One, when you cease paying for these adverts your income primarily grinds to a halt. Which means your revenue margins are at all times going to be reliant on an algorithm designed to take your cash. As competitors continues to develop on this house, and Google continues to chase extra income from adverts, your value per acquisition will develop as properly.

Two, an AdWords-only technique is focused in direction of value consumers.

What makes somebody click on on YOUR advert in that search outcome?

There are three major elements that affect a customers habits on this state of affairs:

  • They click on based mostly on place. The highest left outcome normally performs the very best, however you pay a premium for that slot.
  • They click on based mostly on value. So if you wish to provide the bottom value (lowest margin) product, then you possibly can compete for these clicks.
  • They click on based mostly on credibility and belief. When you’ve got a excessive degree of belief related along with your model, you may get away with a better value and a worse place within the search.

So what’s confirmed to construct model credibility and belief greater than another advertising and marketing technique? Content material advertising and marketing.

I’m not saying to throw your AdWords technique out with the bathwater, however as a substitute to mix it with efficient content material advertising and marketing and brand-building.

Within the quick time period, this strategy has the potential to decrease your advert spend. And in the long run, your complete enterprise will develop into much less reliant on AdWords… Which implies during the long run you would merely swap off the adverts and it wouldn’t be crippling to your corporation.

The psychological battle between short-term earnings and long-term prosperity

Each enterprise proprietor says that they’re in it for the lengthy haul, however typically their actions inform us one thing fairly totally different.

The long-term mindset is concentrated on model constructing, authority and embedded belief along with your buyer group. The short-term mindset is obsessive about the each day, weekly and month-to-month income metrics.

I’m not right here to put judgment… I fully perceive either side of that equation. In any case, you’ll want to pay the payments.

However the purpose I convey it up is that most individuals surrender too early.

Content material advertising and marketing is tough work, particularly throughout these first few months. It’s very straightforward to take a look at your AdWords metrics, evaluate them to your weblog site visitors, and make a short-term resolution about the place to speculate your cash.

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It’s a lot more durable to stay to your weapons, keep on observe with the technique you could have laid down and imagine that it’s going to work out in the long term.

As a result of historical past tells us it should. Content material advertising and marketing works, however it solely works for these prepared to stay it out and maintain turning up.

Within the eCommerce case research I’m about to share with you they confronted this actual drawback.

The CEO wished higher search engine rankings and authority out there. They had been devoted to content material advertising and marketing and prepared to provide it a go. However deep down they had been hooked up to those short-term outcomes. They wished outcomes a lot ahead of what was historically achievable by these channels.

So that they needed to discover a solution to ship on each counts. Higher search engine rankings and authority within the long-term, BUT a major carry in site visitors and engagement within the quick time period.

Right here’s what occurred…

A brief background

For the aim of confidentiality I can’t reveal the title of the model on this case research, however right here’s a quick overview of who they’re and what they do…

This eCommerce enterprise has been working for a few years now, they usually predominantly serve the Australian and New Zealand journey market.

Their light-weight baggage, packing equipment and journey security gear are rapidly gaining a status for being the very best high quality out there. So this gave them one thing to work with.

Up till October 2016, they had been relying closely on AdWords site visitors to provide gross sales. Regardless of publishing a couple of sporadic weblog posts and establishing social accounts on Fb and Instagram, content material advertising and marketing was primarily non-existent of their progress technique.

The CEO had been studying about content material advertising and marketing for some time and was excited to provide it a attempt. However time and sources had held them again.

That’s once they got here to us…

The outcomes

The very first thing we do with any new consumer is to audit their present advertising and marketing workflow, electronic mail setup and content material advertising and marketing exercise. As soon as we perceive the place to begin from a strategic viewpoint, then we lay the inspiration with a revamped technique for the primary 6 months of labor collectively. I’ll share what that regarded like on this instance in a second.

However earlier than we soar into the technique, let’s take a fast have a look at the state of play from a site visitors perspective.

In September 2016 this web site’s month-to-month periods had been 6,549, with web page views of 26,975:

September - eCommerce case study

The breakdown of this site visitors can be necessary to notice, with over half of it coming from Paid Search or Show Advertisements:

September traffic sources - eCommerce content marketing case study

We revealed the primary weblog publish article beneath the brand new content material advertising and marketing technique in direction of the top of October, which as a month noticed very comparable site visitors stats to September.

That is what occurred within the two months to observe.

Month-to-month periods skyrocketed to 13,069 and 36,189 web page views in November:

As you possibly can see by the site visitors supply breakdown, the Paid Search and Show site visitors remained pretty fixed from September to November, with Social site visitors now the first supply:

November traffic sources - eCommerce content marketing case study

December as soon as once more noticed an increase in site visitors, this time to 18,088 periods and 45,101 pageviews:

December - eCommerce content marketing case study

The good factor about these December numbers is that Paid Search site visitors truly considerably decreased in comparison with earlier months:

December traffic sources - eCommerce content marketing case study

You might have already observed on the right-hand aspect of this analytics that the income numbers additionally grew from round 17K in September to 29K and 27K in November and December respectively. But it surely’s necessary to grasp that there is a component of seasonality with this soar, given November/December is often the very best income interval for any eCommerce enterprise due to Christmas gross sales.

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Nevertheless, what’s fascinating to notice is that the ratio between Paid Search and Income ({Dollars} made per unit of paid search site visitors), has steadily risen from 5.87 in September, to eight.92 in November and 11.54 in December.

So do you need to learn the way we bought these outcomes?

Let’s unpack the technique…

The eCommerce content material advertising and marketing technique that tripled site visitors in 3 months

Step 1 – Targets & Metrics

Step one to mapping out an efficient content material technique is at all times to outline the targets.

In case you don’t know the place you need to go, you gained’t know how you can get there, and also you definitely don’t know how you can measure it.

The information you collect and the metrics you observe then develop into a quantifiable solution to transfer in direction of these pre-set targets over time.

The first objective for this eCommerce enterprise was outlined as: “Improve model authority and develop buyer base”.

Okay in order that’s an ideal start line, however it’s not measurable sufficient. So what would it not appear to be to have extra model authority? What number of extra prospects do you truly need to get to make this worthwhile?

After defining a broader objective, you want to stipulate the important thing metrics to observe progress towards that objective and establish mini-goals for every of them. Listed here are some examples stemming from that above major objective:

  • Double month-to-month site visitors in 6 months with out additional AdWords funding (Exceeded in 3 months)
  • Improve social shares from 0 to 50+ per publish (Common per publish is properly over 100 now)
  • Get a ten% improve in checkout targets (On observe, however too early to inform due to seasonality)

We observe all of this stuff, and extra, in a Google sheet. Among the metrics are blurred out for confidentiality:

Step 2 – Analysis

Earlier than leaping into the center of the technique, analysis is an integral part to creating all of it work successfully. In any other case, it’s simply guesswork.

At this stage, you might be in search of extra details about your excellent viewers, your opponents, key phrases that you may finally rank for, and influencers in your market.

This analysis guides your content material planning, editorial schedule and promotion plan transferring ahead.

Here’s a temporary overview of how we gathered the important thing data for this step within the course of:

  • Main Knowledge. The consumer answered a 20-question survey about their prospects, worth proposition, and aggressive panorama. These verbatim feedback had been the gasoline for additional secondary analysis. The questions within the survey vary from “The place do your excellent prospects dwell”, all through to “In case you had been to be recognized for less than 3-5 subjects, what would they be?” – each query has a function and is designed to provide us the particular data we have to go deeper into the analysis course of, with out burdening the consumer with too many questions.
  • Secondary Knowledge. As soon as we’ve these survey responses, it’s time to dive into the key phrase and competitor analysis in additional depth. At this stage, we’re in search of “content material alternatives”. Content material alternatives are when a subject or search time period has; good search quantity, underdone or outdated content material that you may enhance on, and the obtainable content material has an excellent degree of engagement equivalent to hyperlinks and social shares. To seek out this data we use instruments equivalent to BuzzSumo, ahrefs and Google AdWords Key phrase Planner.

The tip output of this analysis course of is an extended checklist of potential search phrases, which are primarily weblog subjects, together with their search quantity and rating problem.

Keyword brainstorming for ecommerce content marketing case study

Step 3 – Content material Planning

That lengthy checklist of key phrases is just not very useful to anybody at this stage, it must be repurposed into one thing extra significant.

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The 2 issues we wish to develop through the content material planning step are an “Editorial Calendar” and “Content material Anchor” subjects.

Your content material anchors will act as pillars to the remainder of your technique. They’re the cornerstones and definitive sources for every major weblog class and information the route of the remainder of your weblog content material.

The content material anchors ought to tick all of those bins:

  • They’re a subject the enterprise needs to be “recognized” for.
  • They’re carefully associated to a core drawback of your excellent buyer, that your merchandise can resolve.
  • They provide one of many higher “content material alternatives” when it comes to search quantity, rating potential, and shareability.

Upon getting landed on a set of content material anchors (on this case research we went for 4 subjects) you possibly can then construction the remainder of the editorial calendar based mostly on the specified exercise.

For this eCommerce retailer, we determined to publish one weblog publish per week, however that’s not essentially the perfect rhythm for each enterprise. It can rely in your sources, urge for food for velocity and talent to take care of consistency.

Step 4 – Planning for Execution

With the editorial schedule deliberate out for over six months, power shifts to determining how you can useful resource the execution of that content material plan.

The necessary components to contemplate at this stage are:

The CEO of this eCommerce retailer was quick on time and had an extended checklist of different high-priority actions to concentrate on. Plus they solely had a small workforce. So that they had been pleased to totally outsource this course of to us, which in my expertise is the best solution to ship quick outcomes. (Letting somebody personal it, both totally in-house or fully outsourced)

The continuing workflow regarded a bit of one thing like this:

  • Develop a weblog publish construction and get affirmation from the inner champion
  • Create the content material with knowledgeable writers, together with a singular characteristic picture and different visuals all through the article
  • Edit and publish the content material on the web site, with remaining approval from the inner champion
  • Optimize the content material for web optimization with related inside linking, key phrase optimization, and a compelling meta description
  • Schedule social media shares within the week following publication
  • Conduct social media outreach to a minimal of fifty influencers that had shared comparable content material prior to now
  • Draft and schedule an electronic mail broadcast selling the weblog publish to their electronic mail database
  • Share the weblog content material with on-line communities equivalent to, Viral Content material Bee, and Quuu
  • Run a Fb adverts marketing campaign that’s optimized for “Clicks to Web site” – common spend $60-80 per weblog publish.

Within the background

To make this content material technique efficient, there wanted to be quite a few issues happening “within the background”, past simply the common posting of content material to the weblog.

These further actions included the next (some had been executed in-house):

  • Proactive hyperlink constructing for web optimization – utilizing visitor running a blog and electronic mail outreach
  • Lead magnet creation – to entice extra electronic mail opt-ins from the elevated web site site visitors
  • Tailor-made electronic mail automation sequences – based mostly on the lead magnets and optimized for eventual product purchases
  • Remarketing campaigns – to encourage lead magnet opt-ins for those who didn’t take the bait on the primary go to
  • Social media follower progress and consumer engagement – on Instagram and Fb pages

Wrapping it up

The outcomes of this eCommerce content material advertising and marketing case research are definitely above common, however they’re undoubtedly achievable.

You simply want the suitable technique, steerage and a few devoted execution.

An important factor is popping up. Week after week, persevering with to be current and including worth to your excellent prospects.

Is content material advertising and marketing making a distinction to your eCommerce enterprise? Or are you lacking out?

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