E-Commerce Sites Foil Firefly With Video, Social Media and Creative Content
International cosmetics brand e.l.f Cosmetics’ beauty blog offers posts about a wide range of beauty topics, from how-tos to the popular Throwback Thursday trend. Many of these posts don't actually promote e.l.f. products, but provide fun insight or helpful information. The celebrity-inspired looks, complete with links to the e.l.f. products needed to achieve them, are powerful posts for driving sales.
3. Go social. A social media strategy is practically a given for any online merchant these days. According to the Pew Internet Project, nearly three-quarters (72 percent) of online U.S. adults reported using social networking sites. When going social, the most important consideration is to use it the way your customers use it. For instance, if you have more followers on Pinterest than Twitter, cater to those users with high-quality photos perfect for pinning.
Pop culture toy maker Kidrobot regularly sees its Instagram posts receive 1,000-plus Likes, and many YouTube videos have received 10,000-plus views. Therefore, Kidrobot integrated its popular social content into its e-commerce site to give it even more exposure and motivate shoppers to buy. Now when shoppers search Kidrobot for a product, they also see tweets as well as Facebook and Instagram posts related to the product searched. Integrating social content into its site search has resulted in online orders increasing by 13 percent for Kidrobot.
4. Spice up your FAQs. Your frequently asked questions (FAQ) page doesn't have to be dry and bland. By answering customer questions in a creative way, the FAQ page can help you engage customers, demonstrate your knowledge and show your brand's personality. Outdoor retailer REI does this well by weaving in customer questions and videos from its YouTube channel into its FAQs page. When people look online for answers to questions about outdoor topics — e.g., how to fix a flat bike tire — REI's content will pop up in their search.
