Running a successful drop shipping company can be one of the most rewarding and laid-back jobs in the world, but in today’s competitive e-commerce space, you have to work hard to get people to buy into your brand and come back to your online store time and time again.
Today, we’re going to show you how you can use content marketing techniques to improve your prospects, help you rank on search engines for competitive terms, and keep customers hooked.
Write amazing content
The first, and perhaps most obvious point on this list is to write super-impactful content on your product page or website that customers will want to read. Whether you’re dropshipping clothing or technology, a well-kept product description or a blog post linking to the product itself is a great way to bring in new customers and encourage them to come back.
One of the biggest benefits of content marketing is positioning yourself as an authority figure in your niche. If you write product reviews, tutorials and other high-quality material on the products you’re selling, potential customers will naturally flock to you as you’ll rank on search engines like Google. And the more content you write, the better you’ll rank for competitive terms.
If you don’t know where to begin, consider taking some of your most popular products and re-write their description or consider writing about them on your blog. You could talk about their qualities, or you could review them and compare against other products on the market.
The key to a successful content marketing strategy is consistency. There’s no point in writing a blog post once a month or re-write one of the many item descriptions you have expecting to drive in thousands of new visitors to your website or product page. Create a content marketing schedule and have posts ready to go out as often as possible; you could even consider hiring your own content writer or working with a marketing agency to ensure that your blog is kept up-to-date with content that will rank high and bring in new visitors.
Fill out your product pages with content
In simple terms, the more content you have on your product pages, the more likely they are to rank on search engines. Research shows that the average page ranked first on Google has more than 2,400 words of text, so if you can take the time to create powerful descriptions for your products, you’ll likely rank ahead of other dropshipping companies that don’t include text.
Keeping your content unique is also important. If you have five similar products listed on your website, then you should ideally create five separate product descriptions to avoid being penalized by Google for content duplication. The same goes for duplicate content generally – don’t copy the manufacturer’s description word-for-word, as you won’t rank ahead of them.
Build loyalty through email marketing
Email marketing is another great way to use content to boost your sales and customer loyalty. If you write valuable, informative content on a regular basis and persuade customers to sign up to your mailing list through calls to action, you’ll be able to send them updates via email.
The chances are that you already have a mailing list for your customers, but are you creating the right content that encourages repeating orders and increases brand awareness? Try not to make your emails too sales-focused – instead, be a ‘helping hand’ and offer tips and advice that your customers will want to share with friends. Over time, they’ll be more likely to remember you than a competitor when they’re ready to buy a new product.
You can use email marketing to bring customers back to your store; here is a guide on how to send such an email using MailChimp:
Guest blog on relevant websites
Guest blogging is one of the best ways to increase brand awareness and put your business in front of potential new customers. If you run a fashion dropshipping business, for example, then getting featured on one of the leading fashion blogs in your niche could be a huge deal.
However, you should start by writing content for your own website, as you want to make sure that you hone your content marketing skills and prove your worth as a writer. Unfortunately, writing super-valuable content isn’t as easy as you might think, so getting a year’s practice in before you start guest blogging is often the most sensible idea.
Then, when you’re ready, you can start to pitch your ideas to relevant blogs in your niche and see whether or not they’d like you to contribute.
When you’re pitching guest posts to blogs, make sure you start small. Obviously, a leading fashion magazine like Elle or Vogue isn’t going to accept content from a startup dropshipping company without some sort of payment, so think in different ways and look for smaller, more impactful blogs to find guest placements. If your products are aimed at plus-sized women, for example, then reach out to new plus-size bloggers with smaller audiences at the beginning.
Influencer marketing is another great content marketing technique and involves you sending free samples of your products to influencers with big online followings. The chances are, they’ll mention your company in a social media post or on their blog, but there’s no real guarantee and it can be an expensive way to promote your business – especially for startups.
There is no better way to show an example for guest blogging other than this post itself, where us here in DSMagazine are hosting Max Green (see “about the author” below) for a… guest blog!
Accept product reviews
According to research by Bright Local, 88% of consumers trust online reviews as much as they do personal recommendations. That’s why accepting product reviews and featuring them on your website as part of your content marketing strategy is a great idea. You can even turn your reviews into case studies and round-ups if you’re running out of ideas for new blog posts.
As we’ve already mentioned, the more content you have on your product pages, the more search engines have to crawl, and the more likely they’ll be to rank you high.
If you ask for your customers to review your products and feature them on your pages, you’ll increase trust levels, persuade would-be buyers to add items to their cart, and you’ll bulk up the word count on your pages in the process. And the best part is that you can vet reviews before publishing them.
However, you should make sure that you are fair and ethical with reviews featured on your website. Avoid fake reviews at all costs, as they are illegal in many countries, and show a mix of positive and negative reviews on your pages so that your customers can make an informed decision. In fact, 30% of consumers assume online reviews are fake if there are no negative reviews, so a fair balance of the two makes the most sense.
Handy Tip: For eBay sellers, you can capture a screenshot of your previous positive feedbacks and add it to your product description as part of your template. For non-eBay sellers, there are many services to enhance the user experience for your website using reviews such as Yotpo.
With so much competition in the e-commerce and dropshipping arena, you have to work hard to stand out and get customers on your side. Content marketing is one of the best ways to do that, as it allows you to build a personality for your brand and encourage customers to share your content with their friends and social audiences. Experiment with the techniques we have mentioned in today’s blog, and see which of them is most effective for your business. Good luck.
Max Greene is the Managing Director of Muffin Marketing, a marketing agency specializing in content marketing, social media marketing, and search engine optimization.