We could define blog marketing by saying that it is the strategy that consists of creating content on a brand's blog (on its website or online store) whose main objective is to provide value to its potential customers through texts, images or videos (mainly) to influence their purchasing decisions and enhance empathy with its customers.
Among the main benefits of a blog marketing strategy for an online store we can find:
It allows you to optimize the number of keywords you want to position in search engines.
Promotes increased quality traffic to your online store
Helps increase interaction with customers and potential customers
Helps increase user confidence in the online store
It allows you to use the marketing blog even as a support and communication channel and pharmacy email database even as a feedback link to find out the opinion of customers, in a very similar way to how it would be done on social networks.
Etc
As you can see, these blog marketing objectives are more than relevant to the success of your online store.
The difference with traditional online marketing is that while with the latter we “interrupt” the user while browsing the Internet, content marketing only takes place when the user does a search on Google.
In this way, not only is it non-invasive, but also, if well worked, it is capable of helping to solve users' doubts and problems.
Still not convinced of the benefits of blog marketing? Still not ready to implement a content strategy in your online store?
Think twice… let’s continue…
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Keys to boosting your online store with blog marketing
Below I want to leave you with a series of tips on how to use content marketing in your online store so that it is truly an effective action.
Win over your customers with blog marketing that builds trust
The content strategy you define must reflect your brand identity as much as possible. You must demonstrate that you are an expert in what you do to boost digital trust in your brand.
In this sense, the content should be an extension of your online store that complements your product catalogue and allows you to display and link them without it seeming like a pure commercial action.
The secret to your online store's success is to provide ongoing value to users through a marketing blog that enhances the user experience and encourages them to learn and become informed about aspects they were previously unaware of.
And that, in 90% of cases, leads to sales.
Take, for example, the blog marketing actions of this online store for agricultural machinery and used spare parts. Its content strategy sometimes shows many of the products in its online store but from a perspective of knowledge and help.
“ How to install an electric fence”, “How does an electric fence work”, “How to choose the right type of spray nozzles?”…
In this way, you are expanding the value of your brand to your users by talking about actions that expand information and complement the value of your products.
Use blog marketing to boost your positioning
One of the benefits of blog marketing that you will notice the most is that it will allow you to improve the positioning of your online store .
To do this, you will have to first determine which are the best keywords for your blog marketing strategy . Each post you make will have to include well-defined keywords, as well as SEO variables that tell Google what you really want to rank for.
The result could not be better. In a short time, if your content is well optimized for SEO, you will see how:
The positioning of your online store improves , that is, you have more positioned keywords and more external links that will help you increase your DA.
If you properly work on internal links (interlinking) in your content creation strategy, you will see an increase in traffic per page and the volume of keywords per page.
As a result, you will be getting more traffic and more customers with your online store. And all thanks to a good blog marketing strategy.
Introduce content marketing as a key element of your sales funnel
The Sales Funnel is the ideal representation of how we are going to get customers in our online store , or in other words, the processes that we are going to have to implement in our ecommerce to accompany our users, from the moment they arrive at the website until we convert them into customers.
If you want more information about what a Sales Funnel is , be sure to read this post.
In the meantime, I will tell you that a blog marketing strategy fits perfectly into any of the phases of a Sales Funnel:
Attracting or capturing traffic . We have already said that content greatly helps to increase traffic to your online store.
Lead generation . If your marketing blog provides solutions to users, it is very easy to obtain their data such as their email and name. You just have to analyze the best way to do it.
Lead Nurturing . Once you have their data, email marketing will allow you to maintain constant communication with your potential customers, providing value and offering solutions through blog marketing, but also through personalized offers that allow you to get more customers for your online store.
The sale . Finally, the sale is consolidated. The trust in your brand generated thanks to the content, interaction and value that your brand provides helps to obtain new clients.
I will never stop saying this. For me, there are three critical steps in any online strategy focused on sales , whether in an e-commerce or on a website.
Strategy design through the Sales Funnel
Creating content through blog marketing
Using mailing through Mail Automation tools.
What do you think? Which ones are the most important to you?
Showcase your products through blog marketing
Thanks to your blog marketing strategy, you will be able to show your products directly on your blog without it seeming like you are doing pure commercial action.
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Think about things like:
How could you show how your products are used? How could you offer ideas and tips through content marketing to your potential customers?
How would you get the most out of your content? How could you inspire them?
Check out some ideas like this to post in your blog marketing strategy
Do you sell mountain bikes? Consider offering content on mountain routes, technical tips or tutorials and videos on downhill techniques or how to choose the best electric bike. If you add videos, 70% of the sale is already done…
Do you sell flowers in your online store? Talk about the best types of flowers by season, offer tips on how to use flowers to decorate your daily life or prepare a blog marketing strategy dedicated to wedding flowers…
These are just two examples, but from my own experience, I can assure you that with a little ingenuity and work, the results will come. And sooner than you think.
web positioning
Ideas, manuals and tutorials always in your blog marketing strategy
Take a look at this online scarf store and you'll hardly need to explain anything further.
Their blog marketing strategy is designed to help shoppers come up with new ways to wear a scarf – as an accessory, in a fashionable way, and in many different ways.
Each and every one of them carries the implicit message “ I sell the best scarves and I also show you how to wear them with style ”…
Doesn't that sound like a clear invitation to buy? They are experts in what they do and they also teach you how to use them to look your best.
In any sector, a marketing blog is an ideal channel to offer potential customers information on how to use your products, the benefits they provide and their advantages.
And of course, always through a direct link from the blog to the product page of the online store, so that the opportunity is not lost.
Plan your marketing blog content
One of the aspects that you will have to pay more attention to when designing your blog marketing strategy is planning.
From experience (in our agency we create content for many companies in different sectors) creating an editorial calendar is essential if you want to do something productive and especially if you want to avoid being left with no time in your day-to-day life.
Planning is vital. Planning ahead (two months minimum and with an annual strategy in place) will mean you have to start planning if you are going to do your blog marketing based on:
The keywords that you are most interested in positioning to make your online store more visible on the Internet.
The topics that interest your users the most or that you have seen work best on the Internet.
Those products in your online store that are best positioned on the Internet, to appear in the Top 10 of Google for families or niches of complete keywords.
Depending on seasons , dates or events specific to your sector
Etc..
You define the strategy, so you must be very clear about what you are going to do with your content. The most common and advisable thing is to mix all these options in your blog marketing strategy and vary or modify them on certain “peak” dates.
Use blog marketing to get leads
We have already talked before about the importance of the Sales Funnel and how blog marketing fits 100% into it.
Going deeper into this topic, I will tell you that content is one of the best actions you can take to get qualified leads , working on some of the aspects we have been talking about in this post.
You just have to think about how you are going to get your visitors' data (name and email at least) to convert them into Leads.
Some ideas are:
Create content of great interest to them
Additional valuable information about your products
Manuals and tutorials
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