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Ecommerce marketing often focuses on the bottom of the funnel—remarketing ads for abandoned carts, time-limited email discounts, etc.

Yet the average ecommerce conversion rate is between 1 and 3%. The overwhelming majority of ecommerce site visitors are non-purchasers.

One key to transition visitors into purchasers is building trust. Social proof and trust seals can do that at the point of purchase. Content marketing can do it long before potential buyers click “Add to Cart.”

This post highlights ways that ecommerce companies are using content marketing to attract, engage, close, and delight their target audience. While the examples come from the ecommerce industry, most strategies apply to any business.