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Blogging for eCommerce

Blogging for eCommerce



Successfully blogging for eCommerce businesses.

Successfully blogging for eCommerce businesses.



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    Blogging for eCommerce Blogging for eCommerce Presentation Transcript

    • 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