An audience of content-consuming buyers can grow an e-commerce business. But in a world of content creators, engaging this audience is increasingly competitive.
Online merchant sales channels typically include Google Ads, organic search, email, and social media. Each relies on putting a message in front of prospects.
The PESO model
The Paid, Earned, Shared, and Owned (PESO) model is a way to consider the different audiences a business can reach through marketing.
If he buys ads on Instagram, an online store is aimed at a “paying” audience. Instagram more or less owns the audience and sells access to it. P
A “shared” audience might describe organic social media marketing. A business creates TikToks or Instagram Reels to engage an audience that is, in a sense, shared with the social media platform. fhpcn
But the “ownership” public – directly engaged with the company – is the most powerful. Content marketing is a great way to grow a proprietary audience.
Content marketing involves creating (or curating) articles, videos, podcasts, etc. to attract, engage and retain an audience of potential customers. Ideally, the content is entertaining, informative, or otherwise useful.
When new, content marketing could position a company as an authority in a given industry. It can still do it around 2022, but with a lot more competition.
Suppose you want to launch a direct-to-consumer brand of herbal supplements. Growing an audience on Instagram would require exceptional content as there are a lot of vegan creators on the platform.
One example is Kim-Julie Hansen, the author of two vegan cookbooks from Harper Collins Publishers. His Best of Vegan Instagram channel has over 2 million followers.
Ranking on Instagram for vegan content is relatively more difficult because there are so many options.
Strategy and Media
The dilemma is this. Content marketing is one of the most important forms of audience building, but for this reason, many more companies are taking part in it.
Thus, a business can tread water in the sea of content or take one of two approaches:
- Develop better content than the competition.
- Find new mediums to engage the audience.
Let’s consider each option.
John Franklin co-founded a software company for managing gyms. Earlier this year, he decided to grow a following on Twitter.
In two months, he went from 100 Twitter followers to 3,400. He had a plan to engage people on this platform.
Franklin didn’t randomly post to Twitter when he felt like it or wanted to sell something. He had a plan and he followed it through.
Alternatively, he could have chosen to post where there is relatively less competition.
One choice could have been an editorial newsletter via a platform such as Substack. A newsletter does not compete for Google rankings or social media views.
He may have started a text messaging subscription. Each text could include a gym-related tip that links to the entire resource on the brand’s website, promoting the company’s software.
Finally, he could have launched an e-commerce video series using Amazon Live. Merchants such as Franklin or the hypothetical brand of vegan supplements can broadcast live videos to their subscribers on Amazon and through the Prime Video app. Amazon Live is an ideal platform for e-commerce businesses to showcase their products and services.
Now build your e-commerce audience.