How Content Marketing Can Build Customer Trust in E-Commerce

Online shopping is trending nowadays. Most customers usually prefer to shop and interact with brands online, because they don’t want to leave their comfort zone. Usually, consumers look for their peer’s suggestions on social media or look for the reviews of other customers before making the final decision.

The growing potential of e-commerce has also made the market extremely competitive because, with every coming day, businesses are implementing new ways to gain customers' trust. In this very situation, e-commerce businesses critically need to form & cultivate a relationship with their customer base instead of just selling a product. This is the point where we need to get content marketing into the game.

Let’s explore how content as a marketing strategy can help you build your customer’s trust in your e-commerce business, but before we need to understand why we need to build this very trust.

Why it is important to build trust with customers in e-commerce?

No matter what type of e-commerce store/website you’re running, it is undeniable that the online presence of something plays a crucial role in establishing faith with customers. And as we have already mentioned in the introduction, due to the majority of both new and old brands, the e-commerce market has become extremely competitive.

For this reason, it is crucial that businesses or brands need to prioritize building trust with their consumers. A brand that is a good communicator and has a strong online presence is likely to gain more trust and credibility from the customers.

How Content Marketing Can Build Customer Trust in E-commerce

1.      Creating bonding through content

Creating bonding with the help of content between you and customers is one of the most effective and common ways to build customers’ faith. Let us explain how. Through content, you can educate your customers about the products/service your brand is offering and can also explain the benefits of your products/services.

Additionally, with the help of content marketing, you can solve the problems that your customers are facing regarding your product or service. To monitor the problems of your customers, you can consider building a community that revolves around your brand and the things it sells. This community will act as a bridge between you and your customers.  

Finally, always focus on creating content that is relevant to your customer’s needs. Creating irrelevant content will result in both a damaged reputation and a loss of customers. In general, words, creating content that is tailored to customer needs will help you to build a strong bond with them.  

2.      Making information easy to understand

No matter how complex your product or service is, with the help of content you can efficiently convey your message or services to the target audience. Although, this can only be possible by creating content that is simple and easy to understand. Easy-to-understand content will allow your readers/customers to quickly and efficiently understand what you’re trying to say.

We have seen many cases in the market, especially in e-commerce where companies come up with excellent products/services but failed to deliver information in a simple manner to their target customers. Failing in providing easy to understand information results in confusing the customers which eventually results in a loss of faith and sales also.

So, if your brand is also facing difficulty in creating easy-to-understand content, then don’t get worried. Since there are a number of solutions to this. One way to make your content easier to read and understand is by using commonly used words in your content.

You can try replacing complex words with relevant yet simple synonyms. Although it will take more time if you lack vocabulary, it will surely be worth it for your brand.

But if you think you will not be able to properly incorporate simple words in your content, then you can take help from an online rephrasing tool.  

There are numerous good tools available online that allow users to rephrase online product descriptions by replacing words/phrases with their relevant synonyms without going out of context. Not just this, these tools also eliminate overused/repetitive words to make content more engaging, readable, and smooth.

To provide a better idea of how these tools work, let us explain with an example. We are going to use a free online rephrasing tool for this example. We are going to provide a paragraph from this article in order to make sure how the rephrases it. The result can be seen in the image below:

Rephrased online using Rephrase.info

3.      By Solving Customer Problems

Customers love to argue, they love to think that they are right and can’t be wrong. And this is especially true in this world of the internet, people share their personal opinions and argue if someone disagrees with their opinion.

Apart from providing opinions and suggestions, people/customers also discuss common problems on different platforms (such as Facebook, Reddit, and Quora) they are regarding some product or service they are using.  

So, solving their problems through your content will not only result in establishing customers’ trust but also be helpful in your business’s growth.

Problem-solving content is likely to capture more attention of the reader/customers by providing them with a solution to a problem. Additionally, you can also provide real-world examples in your content of how a customer can solve the problem by himself/herself.

Additional Tip:

Always try to create content that focuses on what makes you different from others. Because there will be a number of brands offering the same products/services that you’re offering. So, try to be different in order to gain attention.

Benefits of Content Marketing for Building Customer Trust

Although there are several benefits of content marketing in building trust with customers, some of the major ones will be discussed in this section.

1.      Establishing Authority

This is one of the main benefits of content marketing. Although, this won’t happen overnight. It requires consistency and takes time as well. But you will surely witness the results of your hard work in the end.  

We all know when we need to purchase something for ourselves, we only turn to those brands in which we have faith. Nowadays, most customers don’t want to compare and contrast dozens of options in order to make the final decision. 

Instead, they just have confidence in your brand to be a voice of reason in the decision-making process. This will be invaluable for them and your brand also in establishing authority and expertise.

So, if you want to use a content marketing strategy in order to establish your brand’s authority and expertise, then are some key elements that you need to consider before creating content.

·         Credible information (provide information from reputable sources)

·         Consistent (regularly post and update content)

·         Be Practical

2.      Improved Conversion rates

Getting customers to convert to your e-commerce store/website entails them taking some specific action such as do a purchase or subscribing to your newsletter service.

Localizing the content is considered one of the best practices to increase the brand’s conversion rates. This involves adding different location pages to your e-commerce store, maintaining an online presence, and crafting content, especially for the local people. This will increase the chances that the customers will attract to your product/service because they think your offering is tailored to their needs.

Tip: You can create content for local festivals, gatherings, news, industry, and culture in order to gain attention and establish authority in that specific area.

Conclusion

In e-commerce, there are many aspects of content marketing to learn, but building trust with customers should be one of the key techniques you need to learn first. As it will give you the most value for your time and money spent.

In most cases, customers will never be able to meet you as a real person, but still, you need to find a way to connect with them either as a brand or as human beings. Content marketing provides you with this opportunity (to interact with your customers) and builds a strong relationship with them by demonstrating all the reasons they can trust you.

By efficiently understanding and following the things mentioned in this article, you can get most of your content marketing efforts.