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Content Marketing & Ecommerce: 360° Smart Guide for Solopreneurs
Content Marketing & Ecommerce? Amazon is the ecommerce giant to emulate in your own little way - but don't ever think it will be easy to do this!
Ecommerce refers to all commercial transactions conducted online. This means that whenever you buy and sell something using the Internet, you’re involved in ecommerce. At Solohacks Academy, we've seen research that says it all ... ecommerce has grown by leaps and bounds since it first started. BigCommerce cites that ecommerce is growing 23% year-over-year, and according to eMarkerter, global ecommerce sales are expected to top $27 trillion in 2020. That’s big money, which is why if you’re interested in doing business via content marketing online, you need to know the ins and outs of ecommerce.
Typical classifications of ecommerce fall into 2 categories - B2B and B2C - although the lines are blurring now!
Business to business (B2B) ecommerce. As its name states, B2B ecommerce pertains to transactions conducted between two businesses. Any company whose customers are other businesses operates on a B2B model. The behavior of business customers is a lot different from the way typical individual customer behave, so B2B ecommerce has its own grammar and best practices.
Business to consumer (B2C) ecommerce. This model of transactions happen between businesses and lay consumers. In B2C ecommerce, businesses are the ones selling products or services to various types of target audience segments who buy goods or services for themselves rather than for their businesses.
Previously, it was thought that behaviors of B2B consumers are far less emotionally-driven than B2C customers. But nowadays, marketers realize that B2B customers also have their emotions at play, even when they are being professional. They have egos to protect, professional rivalries, one-upmanship inclinations, and a desperate need for the boss to notice how hard they've worked at their purchasing. So the lines between B2B and B2C are a lot less clearer than we think ...
Amazon is the world's most feted example of highly successful ecommerce - and with good reason!
There are no two opinions about it - Amazon is one of the most successful ecommerce businesses in the world. Aside from being a thriving marketplace featuring third-party sellers, Amazon also has huge revenues from its Prime Membership sales, as well as from its subsidiaries like Amazon Web Services and Zappos.com.
What makes Amazon successful? Bryan Eisenberg, who recently published the book "Be Like Amazon: Even a Lemonade Stand Can Do It" (co-authored by Jeffrey Eisenberg and Roy H. Williams) talks about the pillars of Amazon’s success.
According to Eisenberg, Amazon's success is built on these maxims ...
Amazon is totally customer-centric. They would rather fit themselves into how customers buy today and will adapt to how customers change their buying behavior in the future. They follow the customer.
Amazon are very creative. They are always conducting marketing experiments on a limited level, and then scaling up what works. They have steadily been the ones to set the trends and benchmarks for online shopping models.
Amazon invest heavily on customer experience. They go the distance to ensure people talk about what an amazing experience it was to shop or even return items through their stores. Their cross-selling and up-selling tactics are among the smoothest ever seen.
Despite the shine of Amazon, ecommerce has also seen the biggest flops ... online stores that over-promise and under-deliver!
Ecommerce ventures have also seen some of the most spectacular flops in the online industry. Among the biggest reasons why many e-stores fail are these: selling products without adequate research, and therefore selling something without demand; poor selling systems that result in a lot of consumer complaints about messy technology back-ends; lack of customer-relationship management; lack of follow-through with customers; and delay in managing support tickets.
Notice, how it's not often the products that let down an ecommerce venture, but the service that goes with it. Content marketing is a big part of ecommerce because it not only triggers people to buy from you if they grow to trust your content and you - but content marketing also enhances the service component. It enables you to handhold the customer through the after-purchase experience, which is the most critical stage. That is where business reputations can be applauded or shredded. Credible, reassuring and timely content can help manage overblown post-purchase customer expectations. It can also help soothe buyers to forgive tech-and-service-glitches more easily. Technology will fail at times. But respnsive and caring content can make it all okay for the customer.
To learn even more of this topic, read on ...