It can be tough running an e-commerce site. But if you have something unique that sets you apart from the competition, creating a marketing strategy is a whole lot easier.
Every marketing plan should include content creation. Content adds an extra element to your brand, gives you an edge over competitors and helps engage your audience. With an ecommerce site, it’s even more important.
Content that Counts
We recently worked on a project with online curtain pole supplier Tracks-Direct. On this site, Commercial Director Kris Theophanous has created the only platform where you can buy custom-made curtain poles 100% online, without having to pick up the phone.
The website is easy to use – just choose a product, enter the dimensions of your window and tick a few boxes. Kris’ team use full size plans to check measurements, and bend and cut curtain poles to fit even the most complex bay window.
Like many e-commerce sites, most of Tracks-Direct’s pages are dedicated to its product catalogue. We were tasked with creating some interesting and shareable blog posts as part of a new content marketing strategy.
Google are constantly raising the bar when it comes to content, so we set out to create something truly unique that would be of interest to Kris’ audience. To do this we found some of the best interior designers in the land and set up telephone interviews. We then shared the finished pieces far and wide to get maximum exposure.
Why interior designers? Well, people interested in decorating their home may well be in the market for a new curtain pole – the subject is likely to be of interest to Kris’ audience. The interviewees get some free marketing and as they aren’t competing with Tracks-Direct, everyone wins. It’s a tactic known as collaborative marketing (or ‘co-marketing’).
We ended up with some great material – tips on layout, lighting and windows galore. And because we got the information direct from real designers, the content had more authenticity, power and uniqueness. We also got to use images provided by the designers, like this stunning shot of a Hammersmith kitchen-diner, made over by Grand Designs Live veteran Nick Sunderland.
As a result of the new content, the Tracks-Direct site got more visitors, more links and more engagement. We’re also working with them on a brand new website.
“The quality of the work that Mitra complete for us has been of a very high calibre,” says Kris. “In the world of SEO it is very hard to find a company that can be trusted – Mitra have earned our trust and are worthy of it.”
Kris Theophanous, Managing Director of Tracks-Direct
Invest to Impress
If you run an e-commerce site, consider investing in some content marketing. Offering your audience interesting material for free is a great way to generate natural links, social shares and engagement.
It’s important that content creation is strategic and has well-defined goals. Contact Mitra for advice on how to leverage high-quality content on your website.
Or if you’re in need of some stylish, bespoke curtain poles, visit Tracks-Direct.