In this episode of the Lead to Loyal™ podcast, we discuss the symbiotic relationship between content and eCommerce with Episerver, a leader in the Gartner Magic Quadrant for web content management and SilverTech's Senior Director, Technology, Derek Barka.
Joining the podcast this week from Episerver are Account Executives, Meghan and Lyn, and Solutions Architect, Rob.
Listen above or continue reading for some of the podcast highlights.
In creating digital experiences that drive sales, what how important is content?
Lyn: It’s immensely important. When you think about how things have changed over the years - a lot of people don’t go to brick and mortar stores anymore. They look online. They research. They read reviews. Before they go into a store, they’ve already made their decision.
Here’s an interesting point from the Episerver Newsletter, When Commerce Meets Content, “By 2018, 70% of digital commerce will move from business-to-consumer (B2C) and B2B models to models that focus on the individual customer experience.” We’ve spoken about how important content is to eCommerce, but, how do we make sure that content is tailored to the individual experience?
Rob: We want to make sure it is personalized. So, if I’m searching for content around what I want to buy. I find what I want to buy and I should find content either that’s going to help further my opinion or sell me what I’m looking for. So, without the context of who I am, what I am looking for, what I have done, and how I’ve interacted with the site, the content is only half the story, the context is the other half.
Derek: [Regarding context] It’s extremely important, and the good thing is, today, it’s not that difficult to do. It’s pretty easy to figure out who someone is or who we think they are and then follow them throughout their journey.
When someone comes to your website, they browse around, read some content, and maybe they “raise their hand” - fill out a form, download one of your whitepapers, or watch a webinar. At that point you know who they are. They browse your site some more and you fill in more pieces. At that point, your sales team does not have to make a cold call. It can be a warm phone call based on the information you’ve gathered.
So, if you’re collecting that information in your CMS, like Episerver, and integrating it with your CRM, like Salesforce, your sales team can be driving off that information. When they call, they know who that person is.
Meghan: [Context] provides a richer experience. With Episerver, connecting content and commerce together, it allows someone to come in [to your website] and have a tailored experienced.
Derek: People expect it. We’re used to buying from Amazon. They expect that experience from every website that they purchase from. The good thing is, mid to high level content management systems, allow you to [replicate the Amazon experience].
As Episerver Executive Vice President, Strategy and CMO, James Norwood, pointed out, it was only last August that Apple redesigned their website to eliminate a separate online store. This means that now as you’re researching your next iPhone, you can buy it right there and then. How important is it for brands to allow for one-click purchasing right from within the content at the moment of decision? Is it possible for smaller brands to recreate this Apple experience?
Meghan: People want to read about a product and have the ability within that piece of content to click-through and buy. It’s just a better experience.
Lyn: It’s really important to capture that moment that someone wants to make a purchase.
Derek: Here’s an example I like to use to create a frame of reference around context. Think of a recipe site - If I’m visiting a recipe site and I am on my mobile phone, chances are I am probably in the grocery store trying to remember the ingredients. So, give me the content in an easy view to read. If I am on my tablet, then chances are I am in my kitchen cooking. So, give me a view that lets me see the steps. If I am on my PC at work, then I am probably just thinking about what’s going to happen, so it’s a different experience.
It is important to understand how they are consuming content, so you know what their intent might be.
Listen to the rest of the episode above. Considering Episerver for your content management system? Connect with us for a one-to-one demonstration.