Leverage Content to Grow Your Ecommerce Brand: A Lesson from The Petersens

In a recent episode of our “Blitz Growth” podcast, Ellen Petersen from the Petersen family band shared how they have built a massive brand using the power of content. 

The Petersens, a family of talented musicians, has managed to attract hundreds of thousands of followers, Patreon subscribers, and YouTube viewers. 

In this article, I wanted to extract the key takeaways on how did they do it.

And more importantly, how can you apply these insights to your e-commerce business?

Let’s go.

Consistency is Key

The Petersens started posting their music online as a way to stay connected. 

Even when their YouTube videos only garnered a measly 32 views, they kept going. 

The real turning point came when they covered John Denver’s ‘Country Roads’ which went viral overnight.

Ellen shared that you never really know which content will catch on, and persistence is essential. For e-commerce businesses, this underscores the importance of regularly updating your website, blog, and social media channels with engaging and quality content. 

🛒 Whether it’s a product demo video, a behind-the-scenes photoshoot, or a blog post about your industry, consistent content can help you stay on your audience’s radar and improve your SEO rankings.

Be Authentic

Ellen highlighted that it’s crucial to love what you do. The Petersens focus on creating music they enjoy, which resonates with their audience. 

This authenticity is something e-commerce businesses should aim for. 

Whether you’re crafting product descriptions, creating marketing campaigns, or interacting with customers, being genuine can help build trust and loyalty with your audience.

Don’t drown your promotional copy in tired marketing cliches, just speak directly to your customers and be honest.

Diversify Your Revenue Streams

The Petersens leverage multiple revenue streams such as YouTube advertising, Patreon subscriptions, and live performances. 

For e-commerce businesses, considering alternative revenue streams can also be beneficial.

This could mean introducing premium membership, subscriptions, loyalty programs, offering affiliate marketing opportunities, or even branching into producing content for ad revenue.

Harness the Power of Community

One of the major takeaways from this podcast is the importance of community. 

The Petersens have built a thriving community on Patreon, with tiers that offer behind-the-scenes content and exclusive access to events.

Similarly, e-commerce businesses can cultivate a sense of community among their customers. 

This can be achieved through social media engagement, email newsletters for your subscribers, customer loyalty programs, and more. 

Fostering a community not only increases customer loyalty but can also provide valuable feedback and insights into customer preferences.

Understand Your Audience

The Petersens have clearly defined their audience, understanding their preferences and behavior. 

This knowledge informs their content and engagement strategy. 

In the e-commerce world, understanding your target audience is vital. It helps you tailor your product offerings, marketing efforts, and overall business strategy to meet their needs.

You can even use this information to find your potential clients yourself, by posting guest posts through a blogger outreach service, leveraging ads on social media, sending emails and so on.

Remain authentic behind the counter

The Petersens’ success story offers valuable insights for e-commerce businesses. 

By remaining consistent, authentic, understanding your audience, and leveraging the power of community, you can propel your e-commerce business to new heights.

Remember, no strategy guarantees overnight success. The Petersens didn’t wake up one morning to find they had millions of followers — it took time, effort, and a lot of music! Keep testing, keep iterating, and most importantly, keep creating.

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Top Growth Marketing

TGM has spent more than $300 Million across social & search advertising platforms. Let us help grow your business using the best, performance-based customer acquisition strategies. 

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