How We Used Content Marketing To Help Online Store Of Doors And Flooring Boost Sales
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The business: Online store offering doors and flooring
Geography: Ukraine
Our goal: To boost online sales, to increase traffic, and to make it to the Top of Google and YouTube search results
The result: The blog participates in 15% of leads and transactions; the articles made it to the Top of Google search, the videos made it to the Top of YouTube search
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People who worked on the case:

  • Maryna Tkachenko, SEO specialist.
  • Nadiia Antypova, SEO editor.

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SEO Specialist

Marina Tkachenko

Before the client started working with us, they:

  • Didn’t have a website.
  • Sold from offline store only.
  • Had an online target audience that didn’t know that their company existed.

The ADINDEX team faced the following tasks

1

To help with the website’s creation and launch.

2

To encourage users to purchase online.

3

To increase the brand’s recognition.

The first thing that had to be done is to create and launch a website. For SEO promotion to be successful, this website should meet the search engines’ requirements for technical and internal optimization.

Our team worked it out to the smallest details: we provided the necessary requirements for technical optimization + Terms of Reference for internal optimization.

The competition among stores selling flooring and doors is very high. We knew that it would be impossible for a new website to achieve quick results while working with commercial high-frequency queries in such a highly competitive niche. This means that a website will lose traffic leads, and, respectively, sales.

The website’s age is a significant factor in promotion. The promotion of a new website is difficult because of the absence of Trust Rate in search engines. The terms and ways to achieve results differ for a young and an old website. That’s why we decided to use content marketing to achieve our goals.

Why Did We Choose Content Marketing As A Main Promotional Tool?

The content directly affects sales. For instance, a potential client discovers a company’s website with the help of a social media ad: they go to a website, then go to the ‘Blog’ section, read useful content there, start trusting the company’s experience and expertise, and make a purchase.

A user could also discover a company’s blog with the help of search engines, find an answer to their question in one of the blog’s posts, trust the authority of published content and make a purchase immediately. This is a perfect case; however, in practice, this happens very, very rarely.

Which Problems Does The Content Marketing Solve?

1

It shows a company’s expertise.

2

It helps to grow brand online and establish an audience’s trust towards a brand.

3

It generates traffic to the company’s website.

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However, as we know, the traffic itself doesn’t guarantee anything. That’s why the primary goal of using content marketing for commercial brands is to boost profit and sales by winning the customers’ trust and engaging them in making a purchase.

We used different content marketing tools in a complex:

  • informational ‘Blog' section;
  • YouTube
  • social media: Facebook, Instagram.

Of course, we used other tools as well: context ads, publications on external platforms, aggregators, etc. However, we consider the tools that we listed above the main ones for our content marketing strategy. Let’s focus more on them.

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Before you start creating content, you have to collect information about your target audience. A target audience is a specific group of people that you create your products/services for.

ximage12_d2wN5BC.width-1110.png.pagespeed.ic.4BYTcoWRbh.png If you don’t know who your target audience is, you might end up creating content they wouldn’t want to read because it’s either too complicated for them or doesn’t meet their needs. In that case, you’ll invest all your resources into nothing.

The client had the following target audience:

  • Men and women aged from 25 to 55: owners of flats in new buildings, landlords, building plots owners, newlyweds’ parents.
  • Their income is either above average or premium.
  • These people plan a home makeover and need specific materials for it (doors, flooring, and accessories). However, they don’t have the criteria for picking those materials, don’t know which materials are better (for instance, laminate or parquet board), how do these materials differ, and so on.

That’s why we decided that our content will target those informational queries: how to pick laminate, how to pick interior doors, what is better — laminate or parquet board, manufacturers’ comparison, nuances our clients should pay attention to when choosing materials, and so on.

YouTube

We launched a YouTube channel as a media platform to create a positive online image for the company and also to ensure brand loyalty.

We decided to start working with two types of videos to start interacting with our client’s potential customer and increase the channel’s traffic:

  • videos for broad informational queries;
  • videos for product queries for product cards.

  1. Broad Informational Queries

The goal of such a video is to provide information to the users who are currently at the first stage of the sales funnel (they are looking for products, picking them, and studying them). Such users look for high-quality useful information on the topics that interest them.

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What did we do:

  • we created a semantic core with queries for each video;
  • we optimized the title of each video (according to the data from the semantic core);
  • we added keywords to each video’s description;
  • we added subtitles, links to website and blog’s article, links to social media pages, and unique tags for videos.

2. Product Queries

The goal of such videos is to provide the most detailed information about a selected product to those users who are already interested in this product. Such users come to a website looking for this detailed information to make a purchase later.

What did we do:

  • we created a series of short video reviews of laminate’s product positions: each video contained a manufacturer’s name, a model, and links to the products on the website;
  • we built-in all short video reviews into product cards on the website.

What did we get in the result?

  • our videos made it to the Top of YouTube search and Google search results;
  • the number of organic views from the target audience increased;
  • adding videos to product cards helped us boost conversion for the products on the website;
  • the number of interested customers who were ready to move to the next step of the sales funnel increased;
  • brand recognition grew.

Social Media

Every business has its own social media that is best for driving the customers, strengthening its reputation, and boosting sales. You have to understand which social media your audience prefers to make the most out of them.

Our SMM specialists run a social media analysis, which showed that Facebook is the best social media for the client’s niche.

Then we created a company’s Facebook page and developed a content plan with topics for the post we planned on publishing. Such posts included different types of content:

  • informational content (publications of articles in the blog);
  • sales content (posts about discounts, promos, and priority products);
  • engaging content;
  • reputational content (the company’s news);
  • content for personal brand promotion (stories about employees).

Social media is a powerful tool that forms a company’s image, the audience's trust, and loyalty towards a brand.

The Blog Section

The Blog section was the primary tool of our content marketing strategy. We invested nearly 50% of all time into it.

What did we do:

  1. We created a list of topics for future articles.
  2. We build a semantic core for the topics from the list. We used a variety of tools to cover all the keywords:
  • The Serpstat service

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  • The ‘People also search’ column in the search results;
  • The brainstorming.

We assumed which keywords the users might use to find the client’s website and then checked our assumptions for generated search queries with the help of Serpstat;

  • The competitors' articles.

We analyzed the competitors’ articles on selected topics for additional keywords we didn’t consider while using the other options. Then we checked the demand for these keywords. We used different services to look for competitors’ articles: Ahrefs was one of them. Then we stored all the collected keywords in one file and deleted those that weren’t relevant for an article.

3. Detailed Article Structure.

We wrote each article’s structure in detail, describing the blocks it should contain and the questions it should cover. Each article required media files: images or videos, GIFs, and infographics (if we had one).

4. The Content Plan.

For the content plan, we created a spreadsheet containing the topics of the articles, main and additional keywords, the structure, the deadlines for finishing and publishing an article, other requirements and limitations, anchors + URLs (for relinks).

5. The Content Creation.

Our company doesn’t involve only one person in this process: in our case, it’s always about teamwork. We usually have a couple of copywriters assigned to a project along with an editor and an SEO specialist who checks the final version of an article. We published 5 articles each month. To get maximum traffic from organic search results, the keywords relevant to published content should make it to the Top 1-3 in search engines. That’s why we set a task to get to the first place in search results.

Screenshot_14.png The correlation of position and clickthrough rate in organic search results

Top-3 of Google SERP gets 75% of all clicks. The other positions get the rest: only 25% of clicks. To get to that Top-3, we have to publish high-quality articles that are expert and informative. Such articles should help users find answers to their questions and demonstrate a company’s expertise.

The client helped us a lot in content creation: they know their niche perfectly and so could fix the incorrect information and provide more useful information about their business and products. That’s why we spent a significant amount of time on communication with the client when we created the content for them.

6. The Content Promotion

We have to promote the content to rank high for search queries. We used the following promotion methods:

  • publications on social media;
  • placement of the articles on reputable platforms and mentioning the informational articles from the blog.

After several months of promotion, we got the following results:

the keywords from published articles made it to the Top 1-3 in search engines, which allowed us to get maximum traffic.

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In this niche, a lot of time could pass between a user reading an informational article and deciding to make a purchase.

That’s why it’s difficult to track how the Blog section affects sales. We had to know which of the users that visited the Blog sections purchased on our website afterward.

The ADINDEX company hires the best analysts, who handled this task easily and implemented the extended eCommerce to evaluate the blog’s influence on sales.

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Head of Digital Analytics department

Helen

We saw that the Blog section affects sales directly. During the last quarter of 2019, 15% of the leads for the web channel were generated by users who visited the company’s blog. Here’s how we approached the data collection: we took the segment of users who visited the website’s blog at least once and either made a transaction or generated a lead in Bitrix.

Of course, such a strong result was achieved with the help of complex work in several directions: blog, YouTube, and social media.

The Conclusion

The correct implementation of a content marketing strategy could generate a significant number of sales, even on a commercial website.

At the moment, the Blog section generates 15% of orders. People read the articles, receive useful content, trust the company’s expertise, and then purchase the products on our client’s website.

People who worked on the case:

  • Maryna Tkachenko, SEO department
  • Nadiia Antypova, SEO department
  • Alina Samoilova, Marketing&PR department
  • Diana Homonova, Marketing&PR department
  • Olena Berezovska, Web Analytics department