It used to be that retail stores could rely primarily on foot traffic. People would go to the mall and wander around until they found a store they liked. Nowadays, though, 87% of shoppers start their product searches online. This is only made worse by tools that allow people to search nearby stores for the item they want.
On top of that, when people do get to your store, they often use their mobile phones to check things and look them up. In the worst-case scenario, they walk into your store, try on the item, then go back online and order it from Amazon.
Retail stores can’t afford to overlook online advertising, and content marketing is the perfect way to attract traffic, build trust, and convert browsers into buyers.
Why Content Marketing Matters for Retailers
With most shoppers starting their search online, retailers need to show up in those searches. Content marketing is a key way to do it. It provides consistent, valuable information that builds trust.
Then, when they conduct the “available nearby” search, they are more likely to remember your brand. It’s vital to provide accurate information, be consistent, and not be overly salesy. (Salesy content has its place, but content marketing should be primarily informative rather than trying to convince you to buy a specific product.)
Types of Content that Drive Retail Traffic
So, what kind of content do you need? Obviously, some content is going to work better than others, but there are five main areas to consider:
- Educational information. This content is designed to answer customer questions and showcase your expertise. For example, a furniture store might post a blog on the best way to furnish a small home office. Or a kitchen store might discuss the best ways to use various small appliances. These blogs establish you as an expert who can then be trusted to recommend the right product.
- Product spotlights and comparisons. This is when you can get a little bit salesy. Product spotlights are longer descriptions of a product you sell, including problems it solves and why you might want to choose it. Alternatively, you can create content that includes a list of items and their comparative advantages, helping shoppers make informed choices.
- Customer stories and reviews. First, reviews must be authentic; never buy reviews, but always ask for them. Customer stories are longer and showcase how your product helped a specific person. These are harder for retail stores to accomplish, but follow-up surveys can help you uncover interesting stories to share.
- How-to guides and tutorials. These are designed for individuals who have purchased a product from you and wish to maximize its benefits. Tutorials can highlight features. How-to guides also include ways to solve a problem, with one or more of them using your products.
- Videos and visual content. Modern video and image-based networks, such as Instagram and TikTok, thrive because people prefer to consume information in these formats. People are more likely to share images that they find visually appealing or interesting.
Using Content to Build Trust
In the past, stores built trust by providing high-quality products and knowledgeable salespeople who guided customers in the right direction. However, these days, you need people to trust you to get them to walk into the store in the first place.
First, ensure that all your content is accurate. Utilize e-commerce technology such as Tailbase Version 3 to ensure that product data, particularly pricing and availability, is consistently accurate on your website, and then embed that information into your content. Customers who see a discount online but cannot get it in the store are unlikely to return.
Another key thing is transparency. Share stuff from behind the scenes. Talk about where you source products and why you source those products. Modern consumers, particularly millennials and younger generations, value supply chain transparency. These stories can highlight your company’s values, demonstrate that you operate sustainably, or enhance trust in your products. People buying food and cosmetics want to know whether the products are organic and safe.
Don’t forget to leverage testimonials and reviews to enhance your credibility. Share social media content posted by your customers. Ask regular customers for testimonials (video testimonials can be compelling). If you compensate someone for a testimonial, ensure that you clearly disclose this information.
Finally, make sure that your messaging is consistent across all platforms. Don’t say one thing on your blog and another on your YouTube channel. It’s often best to assign a content manager who can oversee your messaging and ensure everything is reliable and accurate.
How Tailbase Supports Retail Content Marketing
So, how can Tailbase help? We are invested in your success and offer features to help you produce content that will attract people through the door (or encourage online ordering). These include:
- Centralized product data. Accurate, up-to-date data, including real-time inventory information.
- Content tools are designed to help sales and marketing teams align, rather than being independent silos.
- Easy personalization of content for different customer segments, whether you are looking at a demographic split or other stages in the buyers’ journey.
- Real-time updates so content remains relevant and trustworthy.
Using Tailbase can help you provide content to your customers that they really can trust.
Practical Tips to Get Started
Start small. Don’t try to be on every single social media network out there. A good way to start is with a blog or a video series. Repurpose your product information. You can expand a product description into a blog, post a product image on social media for easy sharing, or include it in an email sent to people who might be particularly interested.
Be sure to track your key metrics, including website visits, time spent on page, and conversions. Don’t be afraid to remove or revise content that isn’t performing well. Create more content that is.
Encourage your sales team to utilize the content when interacting with customers, including in face-to-face situations. Most people carry a phone with them and can access content right there in the store.
Content marketing drives traffic and trust. It’s a key part of surviving and thriving in today’s complicated and highly competitive retail environment.
Stores that leverage Tailbase will find it easy to build that trust with streamlined product content creation and distribution. Contact us to discover how we can help you utilize content to increase foot traffic inside your store and drive more sales!