Intersection of Content + Commerce
By: Courtney Love
E-commerce has traditionally been focused on offering consumers the lowest prices in an effort to sell inventory—fast. All marketing channels had promotions echoing that messaging, but as the industry continues to grow, a more personal approach is needed.
It comes down to experiences and customer relationships rather than vying for a single order from a distributor. You have to think long term by obtaining new customers and nurturing the ones you already have to build loyalty. Distributors want and need a supplier who has unique promo ideas and high-quality products for their customers.
Do you deliver what you promised? To continually grow, you have to. You need to be an authentic brand, one that is transparent with your customers about who you are as a company and how you can help them grow their businesses too. It’s a relationship – so you’re all in this together.
How can you get this type of message to current and prospective customers?
Step 1: Educational content has already played a role in e-commerce strategies and marketing, but it’s going to be even more important in 2019. Through this type of content, you demonstrate that you want to help distributors learn more about promo products, different markets and sales strategies. It’s a great way to advertise without being too obvious. Content helps draw in new customers, nurturing them so that when it’s time to purchase products, your brand comes to mind first.
Step 2: You want to distribute your content through multiple touch points across all forms of media so your content is exactly where distributors are looking for information. That way, you’ll have the greatest potential to generate a lead that turns into a loyal customer for life.
If you’re not creating educational content, or if you have content but don’t have a multichannel distribution strategy, you’re missing out on huge opportunities this year.
Whether you need to create or distribute content, ASI Creative Labs can help, from topic selection and copy to design and distribution. Hundreds of suppliers have already leveraged our in-house expertise and platforms to engage, educate and entertain distributors so that when they’re ready to order, they will be top of mind. If you’re looking to increase your market share this year, content is a must-have on your marketing strategy checklist.
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