Effective content supports product sales by answering questions, reducing concerns, and minimizing support issues. Basic content includes a product title, description, and image, but higher-converting pages incorporate influencer reviews, instructional videos, product tutorials, and user testimonials. Influencer outreach can be cost-effective and drive external reviews. Content can also be created in-house, including blogs, videos, and tutorials.
A notable example is Blogilates, which publishes long-form and short-form content to support products like protein bars and apparel. Search engines and social media often surface helpful content, making content a strong long-term traffic strategy. Brands like Clingless rank with helpful how-to articles. Start with solving user pain points as content topics.
Advertising offers immediate visibility. There are two main types: intent-based (e.g., Google Ads targeting specific searches) and psychographic-based (e.g., Facebook Ads targeting interest groups). Both approaches serve distinct goals. Ads also double as A/B testing tools—combining different headlines and images can yield performance insights.
Advertisers typically spend 10–20% of revenue on ads. Store owners seeking growth should test strategies on platforms such as Facebook, Google, and LinkedIn. Courses such as Programmatic Advertising Foundations are recommended for deeper understanding.
User-generated content (UGC), such as reviews and testimonials, establishes trust and credibility. Allowing image or video uploads with reviews helps showcase real-world usage. Positive or even neutral reviews increase conversions and reduce buyer hesitation. Even negative reviews can demonstrate transparency and offer opportunities to improve customer service.
Encourage customers to leave feedback, and highlight it strategically. Social proof, like a laugh track, helps guide user behavior—especially in uncertain buying decisions.
Attending industry events helps avoid common pitfalls through peer learning. These events offer valuable face-to-face interactions with manufacturers, fulfillment centers, ecommerce experts, and other store owners. They are also key networking hubs where “connectors” introduce valuable partners such as illustrators or developers.
Early adopters who attend these events often become enthusiastic brand evangelists. Local events are especially cost-effective. It’s worthwhile to attend at least one or two industry events prior to launch.
Competitive research reveals product pricing, features, UX patterns, policies, and even supply chain insights. Reading customer reviews on competitor sites can uncover feature flaws or unmet expectations. Adjusting your product to meet these needs is a fast path to differentiation.
Tactics include comparing invoice numbers over time to gauge sales volume and using third-party tools to analyze platforms, apps, and sales volume. Though paid, these tools provide powerful insight for serious entrepreneurs. Competitive research is most effective when done after forming a clear business thesis.
