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Blogging for eCommerce
- 1. Blogging for eCommerce Attracting qualified visitors that generate leads and sales Mike Redbord & Mike Ewing Ecommerce Directors @HubSpot Twitter: @redbord & @inboundcommerce
- 2. Today’s Agenda Blog Definitions Optimizing Content For Traffic Improving Product Visibility Engaging Your Audience Growing Conversion Rates 2
- 3. A New Era for eCommerce: Writing Content that Attracts Buyers Blogging for eCommerce
- 4. What is a blog? Part of a website which can be regularly updated with content 4
- 5. What is in a blog? Articles • Educational & Informative • How To Product Guides Video Images Contests Industry News & Updates Event Coverage 5
- 6. Why should I blog?
- 8. Optimizing Your Blog Posts: On-page SEO Blogging for eCommerce
- 9. Plotting Your Course – Choosing Your Keyword
- 10. Visualizing The Long Tail • Less Difficult • More Qualified Visitors • Limitless Opportunity
- 11. On-page SEO Elements Page Title Page URL Headings (H1) Meta Description Images Alt text File Name
- 12. Enhancing Your Product Pages: Internal Linking eCommerce and Inbound Marketing
- 13. Linking the blog and product pages
- 14. Why? 14
- 15. How do I position products in a blog? Anchor text 15
- 16. Where should I place product links? 16
- 17. Increasing your site’s authority: Attracting Quality Inbound Links eCommerce and Inbound Marketing
- 18. How do inbound links affect rankings? Inbound links act as a vote or a reference. Some inbound links are more or less valuable than others. Total authority is split equally amongst all outbound links on a page. 18
- 19. Which would you rather link to? vs 19
- 20. Growing Reach: Keeping Your Audience Engaged eCommerce and Inbound Marketing
- 21. Engage via FREE product DO: run giveaways, contests, and give away product Do NOT: expect visitors to engage without incentive Source: community.ronayers.com 21
- 22. Provide relevant tips and guides DO: share guides and interesting tips related to your products Do NOT: write something that under 50% of your audience would read Source: blog.shopodyssa.com 22
- 23. Strut your product expertise DO: use your product expertise to promote your products Do NOT: expect repeat visitors if your content is boring or not in-depth Source: blog.andythornal.com 23
- 24. Provide industry-insider views DO: use your industry expertise to educate your audience Do NOT: engage in too much industry-chatter unless you see demand Source: blog.gillespieflorists.com 24
- 25. So you’ve got content – now what? Site Traffic (search, direct, email, social, etc.) Link from homepage to blog Remarkable Blog Content (giveaways, contests, news, expertise) Blog & landing pages capture emails New blog posts update subscribers via email 25
- 26. Result: Traffic and engaged subscribers See their case study on HubSpot.com: http://www.hubspot.com/customer-case-studies/bid/7240/Ecommerce- Website-Increases-Online-Sales-by-40-Percent-With-HubSpot 26
- 27. Offers to keep visitors engaged Contests Ebooks Coupons Checklists Quizzes Printable coupons Giveaways Buyer’s guides Bundled deals Calculators Event-related Surveys In-store coupons Webinars 27
- 28. Enhancing Your Conversion Rate: Converting Visitors into Emails & Sales eCommerce and Inbound Marketing
- 29. Holy Blog! Sales & Email Collection Done Right 29 Source: info.swankyblooms.com
- 30. Experiment with different offers! Surveys with attached coupons net you valuable information and keep your customers happy 30 Source: moosejaw.com
- 31. Direct Visitors to Products! 31
- 32. Direct Visitors to Products! 32
- 33. Segmented email marketing As you learn more about your customers and future customers through their site interactions, you can do more and more segmented email marketing 33
- 34. HubSpot Can Help Make It Happen Inbound Marketing Works eCommerce and Inbound Marketing
- 35. eCommerce Live Software Demo Register at hubspot.com/ecomm to learn how to the HubSpot software can help you: • Generate more qualified traffic • Turn that traffic into leads and customers • Analyze your sales and marketing efforts 35