The Most Underrated Marketing Strategy For Your E-commerce Business


I’m subscribed to an email newsletter that is not good for me.

Everyday it arrives with snippets of information about the latest and ‘greatest’ tricks, tips, and hacks on marketing in today’s social media driven world.

Everyday I get sucked in to the latest shiney object, how TikTok does this, and Pinterest creates that… and ninja Facebook ad methods, and how to attract influencers to promote your brand.

And of course the latest shiny object… Clubhouse!

It seems everyone got invited but me!

I am bombarded with this stuff every day, and I should imagine you are too!

Crazy thing is, for all the promise that modern social media marketing and Pay Per Click is the next saviour to scale your business to the moon, there’s an old school marketing tool that nets me more traffic, more conversions and more repeat business for our E-commerce brand.

What is this hidden secret of the past, locked in a vault only revealed to those privy to the high council of marketing gods? (it’s not anything like as mysterious!!!)

Words.

More specifically creative words!

My BLOG generates a disproportionate amount of traffic to my website.

The copy on my sales pages converts more than any clever TikTok skit

And my email sequences and regular broadcasts to our precious customers, generate consistent sales with insanely high margins.

But I’m no ninja copywriter.

In fact from age 16 I didn’t write a single essay, or pen a dissertation, or write an article for another 15+ years. I designed it that way, I hated writing… So throughout my later school career and in to university, I specifically chose subjects that did not require writing a single thing.

If you’re new to marketing and sales, as in you’ve only played this game for the last 5 years or so, then probably ALL you’ve known is video media, 280 character twitter statuses, funny gifs, memes and taking photos of your breakfast for Instagram.

The commonly held belief is peoples attention span is less than that of a gold fish. So penning a 1000 word article is pointless. But I beg to differ, you’re already 335 words in to this article and (hopefully) you’re here to the conclusion?

So what are you going to get from this article?

I want to inspire you to start writing more, and show you an easy way to do so for the benefit of your business. Ultimately there’s no point doing much of this stuff if you’re not going to see an uptick in sales.

We have a massive 33 blog posts on our website. We’ve been going since 2012, so it’s not like we’re writing every day… current rate of 4 articles per year is not exactly a stretch.

Arguably I should have more, but as a small business the amount of traffic and sales it generates is quite satisfactory for the quantity or content. 

Writing the content doesn’t require you to be Stephen King or J.K. Rowling, you simply need to be able to answer questions. Why questions? Well that’s normally what your customers are seeking the answers to.

They don’t necessarily want to have some contrived sales pitch rammed down their throat all the time. They want to seek out answers to the biggest questions and problems in their lives.

A huge percentage of searches on google are question based. Commonly starting with Who, What, When, Why, How. Many of the questions that come through to your business support email will start with that too.

I have a simple rule, if someone takes the time to send us an email asking a question like…

“How much Omega 3 should I take each day?”

Then I know there are literally hundreds, if not thousands, of people with the exact same question about Omega 3, so we should write a blog post that answers the question.

Because I know a lot about my business and my products, writing answers to these questions is easy.

The First 10 BLOG Posts You Should Write

So here’s the first 10 BLOG posts you should write…

  1. Find out what are the 10 most commonly asked questions in our support system, what are we getting asked ALL the time.
  2. Write that list in a Google sheet.
  3. Then start writing answers to each question.

To create a full BLOG post you might want to flesh out the content with some context, background and detail to make it more readable than just a simple FAQ answer. But anything in the region of 500 words is just fine.

The next 10 BLOG posts you should write…

Go to the the most amazing research tool in the world… aka Google, and type in your primary keyword for your products.

Take the keyword “Real Estate Investing”

Scroll down the page slightly and you’ll see a section that says: “People Also Ask” in those sections you’ll find some of the most common questions about “real estate investing”

BLOG post ideas direct from Google.

Eg. 

  • How do I start with Real Estate Investing?
  • How can I invest in real estate with $500?
  • What is the best first real estate investment?
  • Can I get rich by investing in real estate?

If you’re an expert in real estate investing, then these articles can practically write themselves!

How Can I Improve My BLOG Writing?

OK… that’s all well and good but how do you get good at writing?

I’ll not sugar coat this… it takes practice to find your ‘voice’ in your writing.

You’ll see this particular BLOG post is not written like a high school essay for a contest! It’s way more conversational. I’m not using long sentences.

I’m breaking it up to be easier to read.

Headings, sub headings, lists etc etc… all designed to add some spice to the content.

And most importantly I’ve been given an unfair advantage.

I’ve had access to some amazing resources that take your writing from stale, crusty, boring monologues to dynamic, UltraHD creatives that keep the reader engaged, consuming the information you want to deliver and ultimately encouraging them to buy your thing.

One of the best resources available right now is The Creators Folio from Michael Christon. It’s a bundle of writing tools designed to make your written marketing media significantly more effective.

In the bundle you’ll find my favourite manual, WAAR. It’s your guide to writing better content to market your products. And it’s the basis of much of all my content marketing efforts, including articles like this one you’ve just read.

Right now, the full folio has a $100 discount. Details of exactly what you’ll have delivered to your door are on the next page >>>

Having tried and tested practically every conceivable marketing strategy to drive new customers at his e-commerce brands, Tim Goodwin is well positioned to help you get more from your marketing efforts.

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