Video Transcript:

Hi, everyone. Nathan Hartnett here from eCommerce Uncovered. I went to a meet up last night for eCommerce signors that had a panel of people from a variety of Ecommerce businesses talking about content marketing and its role in, I guess, eCommerce today.

And it kind of raised a couple of interesting questions there about what kind of information can you take from someone else’s experience in eCommerce and apply to your particular store. One thing of that is that it’s really easy to get caught up when you see, you know, someone using a social media platform come out and everyone saying this is how you use it, you’ve got to use it for eCommerce and or content marketing you’ve got to have a blog and keep producing content for that blog.

It’s very easy to get caught up and think you have to do it and if you aren’t doing it you’re going to get left behind. I think that because we have a variety of different niches, one of the things that that’s shown us is that there are certain products that might be more socially engaging than others. For example, let’s say you sell used spare parts and if you go out there trying to do a blog post every day on used spa parts or try to get a Facebook group going for people to discover, you know, what kind of used spa parts they need for their spa well, then, I’m sorry, it’s probably not going to work for you but where as if you’re in a teen fashion niche, for example, social media might be, you know, an amazing traffic driver for you and an amazing community engagement tool for you.

So I guess I just want to highlight the fact that not every tool is great for every niche. Sometimes content marketing where you’re constantly producing different blog posts and ‘how to’ posts may work for a particular eCommerce store but not for another one. Obviously social media, you know, whether it’s Instagram or Facebook or Periscope or any of these platforms might be a great tool for one of your stores but not for another one of your stores.

So it’s really important not to get too caught up with them, you’ve got to look into these things and you’ll try them but if they don’t work for your store don’t get too frustrated, don’t think that, “Hey, you must be doing something wrong” as sometimes it’s just something that’s not going to work for your particular niche.

That is where you can have a look at your competitors sometimes and have a look and see if anything they are doing is successful. But also remember that some of these things can actually be huge time wasters and your competitors, they might be happy to waste their time and money for something that doesn’t really work. So always make sure that things come back to the bottom line and is the time and effort you are putting into something is worth the sales not the ‘likes,’ not the social engagement, actually – it always has to come back to sales – then, ditch it and don’t feel guilty about it, just ditch it.

So, I know it’s a short video this time but I thought it was important to raise that I noticed a few people asking questions of this panel last night you could see, you know, they were hearing from some hundred million dollar company their content marketers tell you “you gotta do this, you gotta do this, you gotta do this” but it was clear that what they were doing was ideal for their niche and not necessarily for the audience, the audience’s niche, the members who were asking questions so, but, sometimes it’s very difficult for you to say, “Well, I should listen to this guy because he’s the content manager for this massive company.” But sometimes you gotta know your own niche.

With our particular models we have some that requires you going out after a keyword, finding a keyword, you finding traffic, before you actually select the niche. Sometimes you won’t know too much about the product when you first start your site. We’ve always said you don’t have to be passionate about the product when you select it, you’re looking for a market that, you know, wants to buy that product. But once you have selected it and once you’re getting traffic and once you are making sales there is a point where you need to start learning about that product, learning about any communities that might be around that particular product and then start learning what tools are out there that you can use for that particular niche and that particular product and that particular community that’ll actually work for it.

That’s it, that’s all I’ve got to say for this video and I hope somebody out there finds it helpful. Cheers, bye!