E-commerce content includes the text, images, audio, and video advertisements that you publish on social media, your corporate website, online store, company blog, third-party websites and blogs ( guest posts ), sponsored links, and printed materials in general, with the goal of showcasing and attempting to sell your products and services.
As you can see, maintaining a virtual store requires a large amount of content, which in many cases generates disorganization when producing and publishing it.
- As soon as you can, read also: “Analytics on deco.cx: learn about the store tracking features of the famous headless CMS"
Disorganization, in turn, wastes time and money. An example of this waste happens when you create huge and complex content, spend a lot on it, but don't get the results you imagined.
To avoid this type of problem, it is advisable to test your content gradually through prototypes, as Alex Osterwalder teaches us in the book “Value proposition design”:
“Usually, when you start exploring new ideas, you find yourself in a space of maximum uncertainty, not knowing if the ideas will work. Improving them in a Business Plan will not increase the likelihood that they will be successful. The best way to learn is to test them with cheap experiments and systematically reduce uncertainty. Then increase spending on experiments, prototypes, and pilots, with ever-increasing certainty.”
– Osterwalder –
In this excerpt, Osterwalder discusses what to do to test the value propositions of a product, a tip that we will take advantage of and adapt for the creation and publication of e-commerce content. Based on it, I created a step-by-step guide for you to test your texts, images, audios and short videos in cheap ways and gradually develop your production up to the most expensive advertising pieces. Check out:
– Start with the basics
Before creating a long video, long text or large advertising piece, test the content idea with a simple post on Twitter, Facebook or another social network.
Select the posts that are most attractive to your target audience. Count the likes, shares, comments, increase in followers, increase in leads, suspects, prospects, clients, and customers that the posts generate. Discard the bad posts. Separate the best ones and produce longer content about them, as I demonstrate below.
– Advance to moderate
Develop those most relevant posts that you tested on social media (see previous topic). That is, based on them, create longer, more detailed articles and publish them on your e-commerce blog and on third-party blogs ( guest blogging ).
– Go up one more level
Based on content that has already passed your audience and sales conversion tests on social media and blogs, create a sponsored links campaign that directs people to very persuasive landing pages.
- Go a little further
Produce professional videos on this topic that you now know your audience loves. Improve content, include news. Create and release one video at a time. Make improvements with each edit.
– Combine media
Use the content already tested to make combos such as “sponsored link + video + landing page”, “blog post + online store promotion”. Mix media and reach different swaths of your audience as well as contiguous audiences.
- Nothing is impossible
Take your tested content, which you're now sure will generate audience and sales, and create a high-impact campaign. For example, make a TV or radio commercial, a billboard, a larger and more intense sponsored links campaign for e-commerce , artwork for a newspaper and/or magazine, printed flyers, etc. If it works well, keep progressing, that is, create grand combinations. Go beyond the obvious!
Have your way! But, anyway, the idea is to start from the simple and cheap to the complex and expensive, but which you know will give you a lot of return, because the tests you have done since the base show you that “success is guaranteed!”.
