Website content that focuses on energy efficiency could help vendors appeal to target audiences.

A report from A.T. Kearney found that 62 percent of consumers said they shop online regularly, and the opportunity for small businesses in certain verticals has grown substantially. While most industries have seen increased interest in buying online, the report found beauty and personal care retailers are generating substantial interest on the web.

Sixty percent of the more than 1,300 respondents said they regularly research and buy personal care and beauty products on the web – the most of any industry included in the poll. Additionally, many said that they no longer go to these sites solely to buy items, but to research products and increase their overall understanding of certain industries.

A.T. Kearney broke non-transactional site visitors into distinct categories, each of which demonstrates the value of relevant website content. The information seekers subset are often on the web solely to find information or compare products to find which items are best for them. Many of these respondents said they read about items on the web but buy offline. Content marketing campaigns that help these prospects learn about different products are a strong way to drive traffic and position a small business to build conversions both online and offline. Another segment, online aficionados, behave similarly but are more likely to buy on the web.

The research is a reminder that it’s critical for SMBs using content marketing to understand the nature of their website visitors and create articles and blog posts that appeal to them.

ContentLEAD recently reported that females with children are becoming especially active online in terms of researching products and engaging SMBs on Facebook and Twitter. For SMBs in the personal care and beauty industry, social media marketing campaigns aimed at mothers could result in increased exposure and conversions.