The Ultimate Content Writing Guide for Retailers


Julie Petersen
Guest Contributor

Creating and distributing valuable, relevant, and consistent content will attract and retain your store’s targeted audience and, ultimately, drive a shopper-centric competitive advantage.

When you’re trying to make your business grow, you have a strategy: convince people to buy (and keep buying) the products and services you sell. For a small business in particular, it’s tough to get into the game with big retailers. You want to engage more people with your offers, so you have to straighten up your strategies.

The hard thing about convincing customers is that they no longer fall for the traditional marketing tactics. They see right through your selling strategy. Your mission is not to trick them into buying something they won’t like. You want them to keep coming back to your store so they will support your brand and drive it toward growth. So how do you make your promotions convincing? Content can help!

Below are a few important tips on how to write content that positions your business at the top of its market.

1 – Research Your Target

I have to emphasize this: you have to understand the goals and practices of your specific target audience. What are the demographic variables of the shoppers you target? What customer behavior are you trying to trigger? What’s your loyal audience like? What are their preferences, issues, and expectations?

Social media sites give you tons of information. Analyze the activity of your target customers on Facebook, Instagram, Twitter, and Google+, and you’ll get the hints you need. With those hints, you’ll create your customer personas.

When you specify what type of customer you’re trying to attract, it will be easy to write content that resonates. You’ll just address it to your customer personas, and most of your potential buyers will understand how they will benefit from your offer. This will be hard evidence that they can’t ignore.

2 – Explore the Competition

The research process starts with your target audience, but it doesn’t end there. Social media also gives you tons of information about the competition. What strategies do other retailers have? How are they targeting the same audience? You’d surely want to attract some of their customers your way, so you must solve for: “why would their customers choose your business?”

Focus the content on answering that question.

According to the Retail, Wholesale, and Distribution Industry Outlook 2017 report by Deloitte, customers have high expectations for finding the products they want and getting the best price for them. They also seek personalized brand engagement and interactions.

Keep that to mind when you engage in content marketing. Whether you’re writing content for your blog, social media, or email campaigns, that’s the aspect you should focus on – meeting customers’ expectations on personalized interactions, and offering the best price for the products they want.

3 – Write for the Audience

Building a renowned brand out of your business is definitely a challenge. Usually, if your business is supported by a large community, new prospects will come to trust your brand more easily.

How do you reach such a status? Well, just write for your audience! Let them know that you care about their wellbeing, and that your goal is not to only to make a profit off them, but rather change their lives for the better. Offer them useful content, like how to handle their daily affairs or how to dress for a job interview. Just forget about sales and profits and give people meaningful information. In this way, a strong and lasting bond will be created between your brand and your followers.

This will be a through content marketing campaign that you’ll execute through your blog, social media pages, and the website itself. If you are experiencing a creativity blockage, make sure to check some of the best essay writing services. These services will connect you with professional writers that will follow your instructions and help you create unique and powerful content.

4 – Engage in Email Marketing

Email marketing is really important, since it puts you in direct contact with your target audience. You will send all promotional offers via email, so the subscribers will get the information first. To make them feel even more special, include discount codes that only email subscribers receive. You may also invite them to an exclusive in-store event, so everyone will get to try a new product you offer. When you get people’s interest this way, they will certainly show up to check out what you offer.

Your website should offer a subscription option, so shoppers can get important emails when something new comes from your brand. Use this feature wisely! Develop strong email marketing campaigns that keep subscribers engaged. You don’t just want to convince them to visit your store. You want to keep them as loyal customers. That’s why a consistent email marketing campaign is important.

5 – Be a Star on Social Media

Social media marketing is great from two aspects: it connects you with customers, but it also leverages brand awareness among a wider audience. That’s why it’s important to craft a successful and consistent social media marketing campaign.

It will be based on interaction with your audience. You’ll regularly share links to new content on your blog, accompanied with brief descriptions and great thumbnails. However, you’ll also share visual content specifically developed for the social media platform you target. You’ll engage the audience with questions and discussion prompts, as well as with contests and prizes.

When you engage your audience, they will spread the word through social media. Your popularity will grow.

People Want Products; You Just Need to Convince Them They Want Yours

The tricky part with today’s buyers is they understand a retailer’s marketing strategies. They will see right through dishonest practices, so don’t try to trick them with click baits or inflated claims. Your brand is great, right? Then it doesn’t need fake claims. Just write about its greatest advantages and show how current customers like it.

About the writer: Julie Petersen is a content writer. She runs her personal blog AskPetersen and shares her thoughts on new trends in writings. 

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