Blogging for eCommerce

Blogging for eCommerceAttracting qualified visitors that generate leads and sales Mike Redbord & Mike Ewing Ecommerce Directors @HubSpot Twitter: @redbord & @inboundcommerce

Today’s Agenda Blog Definitions Optimizing Content For Traffic Improving Product Visibility Engaging Your Audience Growing Conversion Rates2

A New Era for eCommerce:Writing Content that Attracts BuyersBlogging for eCommerce

What is a blog? Part of a website which can be regularly updated with content4

What is in a blog? Articles • Educational & Informative • How To Product Guides Video Images Contests Industry News & Updates Event Coverage5

Why should I blog?

Drive Qualified Traffic!

Optimizing Your Blog Posts:On-page SEOBlogging for eCommerce

Plotting Your Course – Choosing Your Keyword

Visualizing The Long Tail • Less Difficult • More Qualified Visitors • Limitless Opportunity

On-page SEO Elements Page Title Page URL Headings (H1) Meta Description Images Alt text File Name

Enhancing Your Product Pages:Internal LinkingeCommerce and Inbound Marketing

Linking the blog and product pages

Why?14

How do I position products in a blog? Anchor text15

Where should I place product links?16

Increasing your site’s authority:Attracting Quality Inbound LinkseCommerce and Inbound Marketing

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

Which would you rather link to? vs19

Growing Reach:Keeping Your Audience EngagedeCommerce and Inbound Marketing

Engage via FREE product DO: run giveaways, contests, and give away product Do NOT: expect visitors to engage without incentive Source: community.ronayers.com21

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.com22

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.com23

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.com24

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 email25

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-HubSpot26

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 Webinars27

Enhancing Your Conversion Rate:Converting Visitors into Emails & SaleseCommerce and Inbound Marketing

Holy Blog! Sales & Email Collection Done Right29 Source: info.swankyblooms.com

Experiment with different offers! Surveys with attached coupons net you valuable information and keep your customers happy30 Source: moosejaw.com

Direct Visitors to Products!31

Direct Visitors to Products!32

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 marketing33

HubSpot Can Help Make It HappenInbound Marketing WorkseCommerce and Inbound Marketing

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 efforts35

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Blogging for eCommerce

by HubSpot All-in-one Marketing Software on Mar 21, 2011

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Blogging for eCommerce — Presentation Transcript