Fifty-four percent of consumers say they will consider leaving a relationship with a retailer if they don’t have tailor-made, relevant content delivered directly to them, according to the new State of Content Marketing: Retail report from Contently.
Aspirational brand stories drive long-term success more in retail than in any other industry, they say, making creative and original brand storytelling mission critical for retailers. Smart retailers have to look past pushing conversions; mobile apps packed with sales copy simply drive higher abandonment rates.
What’s a retailer to do in the age of spoon-feeding consumers information and potentially blowing the budget on relevant content? Try these quick tips from Contently:
- Get familiar with and experiment in real-time retailing strategies like using weather and other factors to adjust PPC ads, becoming hyperlocal with messaging based on location and more.
- Use Twitter and social listening tools like SproutSocial to find opportunities to engage. Some are even using technology to poach their competitors’ socially active customers.
- Add both Facebook and Pinterest buttons on your e-commerce website; Pinterest drives more sales but is inexplicably used less.
- Tell unique stories about your product. Here, Contently cites ethical fashion brand Zady as a great example – they write in-depth stories on every single piece of clothing they sell.
- Focus on offering utility, not only in your products but in your content, as well. (Jay Baer popularized this concept in his best-selling book, Youtility.)
If you want to get a head start on what’s coming next (actually, it’s here and gaining in popularity), get familiar with iBeacon and start imagining the possibilities were it employed inside your store.
For more tips and to see Contently’s “Best in Class” killer retail content marketing examples, download the State of Content Marketing: Retail report.