Retail companies are in constant pursuit of making connections with consumers. That is the retail no brainier statement of all-time. I mean what kind of retail company doesn’t want to make a connection with its consumers?
The real question is how and where do retailers have the best connection?
The ongoing debate between the new and the old world continues as the Social Media Director at a company will tell you that you need to listen to the consumer’s online voice while the traditional marketing executive will scream “we need branding and significant branding dollars.” So, which is it?
The once large gap between the online and offline world has vanished into thin air, kind of like the first month of this year’s NBA season. As we all know, the web is a highly influential driver of online & offline purchases. Many consumers rely on their virtual friends and family to help them make purchasing decisions. From social networks, to blogs, to consumer review websites, to online ads these all have significant impact on the purchasing decisions. While the new world has caught the old world, I still love TV, listen to the radio and look forward to the Sunday paper. The impact of traditional media is still vital in my world and plays a major role in the success of most retailers.
So here’s a few basics to think about as you work on your retail content strategy.
1. Make sure your web content strategy complements your offline strategy. If you’re a high end retailer targeting a distinguished clientele, don’t produce web content that centers around selling 99 cent products.
2. Create a conversation. Make sure your content actually engages the consumer by being informative and entertaining. That’s right entertaining. With all the messages that fly at us, having your product standout is a priority.
3. Hire great writers who understand your voice and will be able to make your brand memorable. Look, you spend all this time developing your website, buying products and creating banner ads but very little time is spent on the actual Content Marketing which occurs on your website.
Finally, I’ll leave you with a new phrase: “Entertaining Quality Content”. I define EQC as connecting with your consumers through quality content that is both engaging and entertaining. While consumers ultimately are looking for good deals, quality service and products which work, getting them to remember your brand is what it’s all about.