Blogging for eCommerce
description
Transcript of Blogging for eCommerce
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Blogging for eCommerce
Mike Redbord & Mike Ewing
Ecommerce Directors @HubSpot
Twitter: @redbord & @inboundcommerce
Attracting qualified visitors that generate leads and sales
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Today’s Agenda
Blog Definitions
Optimizing Content For Traffic
Improving Product Visibility
Engaging Your Audience
Growing Conversion Rates
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A New Era for eCommerce: Writing Content that Attracts Buyers
Blogging for eCommerce
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What is a blog?
Part of a website which can be regularly
updated with content
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What is in a blog?
Articles
• Educational & Informative
• How To
Product Guides
Video
Images
Contests
Industry News & Updates
Event Coverage
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Why should I blog?
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Drive Qualified Traffic!
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Optimizing Your Blog Posts: On-page SEO
Blogging for eCommerce
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Plotting Your Course – Choosing Your Keyword
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• Less Difficult
• More Qualified Visitors
• Limitless Opportunity
Visualizing The Long Tail
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On-page SEO Elements
Page Title
Page URL
Headings (H1)
Meta Description
Images
Alt text
File Name
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Enhancing Your Product Pages:
Internal Linking
eCommerce and Inbound Marketing
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Linking the blog and product pages
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Why?
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How do I position products in a blog?
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Anchor text
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Where should I place product links?
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Increasing your site’s authority:
Attracting Quality Inbound Links
eCommerce and Inbound Marketing
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How do inbound links affect rankings?
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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.
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Which would you rather link to?
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vs
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Growing Reach:
Keeping Your Audience Engaged
eCommerce and Inbound Marketing
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Engage via FREE product
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DO: run giveaways, contests, and give away product
Do NOT: expect visitors to engage without incentive
Source: community.ronayers.com
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Provide relevant tips and guides
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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
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Strut your product expertise
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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
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Provide industry-insider views
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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
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So you’ve got content – now what?
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Link from homepage to blog
Blog & landing pages capture emails
Site Traffic
(search, direct, email, social, etc.)
Remarkable Blog Content
(giveaways, contests, news, expertise)
New blog posts update subscribers via email
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Result: Traffic and engaged subscribers
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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
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Offers to keep visitors engaged
Contests
Coupons
Quizzes
Giveaways
Bundled deals
Event-related
In-store coupons
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Ebooks
Checklists
Printable coupons
Buyer’s guides
Calculators
Surveys
Webinars
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Enhancing Your Conversion Rate:
Converting Visitors into Emails & Sales
eCommerce and Inbound Marketing
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Holy Blog! Sales & Email Collection Done Right
29 Source: info.swankyblooms.com
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Experiment with different offers!
30 Source: moosejaw.com
Surveys with attached coupons net
you valuable information and keep
your customers happy
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Direct Visitors to Products!
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Direct Visitors to Products!
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Segmented email marketing
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As you learn more about your customers and
future customers through their site interactions, you
can do more and more segmented email marketing
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HubSpot Can Help Make It Happen
Inbound Marketing Works
eCommerce and Inbound Marketing
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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
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