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When thinking about free materials on the web, we usually think of a blog, or a vlog run, for example, on YouTube. As it turns out, companies can share their knowledge in many other ways, and in a completely free way. Newsletters, podcasts, various reports and case studies, analyzes and webinars, among others, are very popular. The form of communication with the community should be selected in such a way that the recipients are willing to use free knowledge.
Why do potential customers like free knowledge?
Sharing knowledge for free is extremely valuable, no matter the industry. Creating articles for a company blog can, among other things, make it easier for potential customers to choose the right product. The content available to the community should be factual and interesting, and you will see that your audience bestows it with their appreciation. Knowledge for free can be specialized, especially when the topic under discussion is particularly complicated.
Very often in e-commerce, free knowledge can determine whether the customer will make a purchase. Valuable content can generate sales, even though the content was not prepared with marketing in mind . This is very popular when, for example, two extremely similar products are analyzed. Then the potential client has a chance to get to know the offer that aroused his interest a little better.
The image of an expert
No matter how you share your knowledge for free – you always need to build an image of an expert. Therefore, it is important to use particulars, not just generalities. Do not avoid the topic being discussed – try to exhaust its potential from A to Z. With the development of the Internet, many places have emerged on the Internet where you can acquire knowledge for free . The problem is that Internet users simply do not have time to read such a large amount of material. Therefore, originality and quality are important. Then your efforts will not be in vain,
You can build the image of an expert in any e-commerce industry , even when you operate on the basis of dropshipping, instead of building sales under the banner of your own brand. Even issues that are theoretically simple often require a proper explanation – let’s take an example of a phone accessories store as a wallpaper. It is an e-commerce industry with fairly high competition. You can distinguish your store with expertise. You think that’s not true? Do you think nobody wants to read or hear about smartphone accessories? Just take a look at how many people search Google each month for these phrases:
- Which phone case to choose – about 170 searches per month
- Which headphones for the phone – about 120 searches per month
- Phone screen protector – about 1000 searches per month
Sharing knowledge for free will build your image as an expert. Show that you know exactly what you are selling. Try to help potential customers. You don’t have to directly encourage them to buy. Properly written text without any “marketing gimmicks” will just work.
Remember about diligence and patience. Your blog, podcast or newsletter will not immediately have a wide group of active recipients. Building a community takes time, but the results will be really rewarding. Often, sharing knowledge for free works better than comprehensive marketing . Of course, in some industries this solution will be more effective and in others less effective. However, you must remember that the image of an expert works perfectly in e-commerce , not only in the service industry.
Share and you’ll get more!
Contrary to appearances, knowledge for free can be a great marketing move . This solution is beneficial for the seller and the buyer. As the well-known success says: the wolf is full and the sheep is whole. A frequent practice in the context of knowledge sharing is the publication of various extensive analyzes, but in slightly reduced versions. Of course, the whole thing should still retain its value, but at the same time leaving a slight insufficiency. In many industries, this approach may build the willingness to purchase and test the product / service by the customer. Leaving something unsatisfied works well, among others, in social media – a user who decides to investigate the topic a bit deeper may be redirected to the website, which will ensure more traffic.
The previously mentioned image of an e-commerce expert can lead to more sales. If a potential customer is located immediately before making a purchase decision, and the products are at similar prices, it is possible that they will be more likely to use your offer due to providing substantive knowledge. Many clients really appreciate the efforts of entrepreneurs.
How to create content materials?
Before you start thinking about “how to create”, think about “who” you want to direct your material to. Once you have a clear target group, the content preparation will be a bit easier. Try to avoid the “all internet users are my audience” approach. The more you narrow down the circle of users, the better you will adjust the content to their requirements and needs. If you run e-commerce , remember that you don’t have to deal with all the issues related to marketing . You can hire a copywriter to create your content and you will give them detailed guidelines. How to create substantive content for the community?
Choice of topics – try to raise issues that may arouse your interest. If you create content for your company’s e-commerce blog , there is a chance that the right topic selection will help you achieve a high position in Google’s organic search results.
Type of materials – how do you want to convey your knowledge? Will you deal with video content, or maybe creating texts or podcasts? Any idea is good as long as it is properly implemented.
Creative process – depending on what type of materials you choose, you can create it yourself or with the help of specialists. The final result is the most important.
Distribution – where will you publish your materials? In social media, blog, or maybe any other external portal?
Observe and Respond – When you post content, observe how the community is responding to it. Perhaps some issues will need to be improved? Respond to comments, shares and criticism.
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