ECOMERCE brands understand that blog posts can drive traffic, but the operation itself does not apply accounts. Too often, the brands invest in content that brings visitors, but cannot convert them into habits.
I wrote, managed and launched blogs as part of multi -channel campaigns. The day they can support connections with shoppers beyond flower interactions.
Here is the way blogs hire prospects and support other marketing campaigns.
Why do the electronic trade blogs fail
The best electronic trading blogs are sales tools, much more than the search boxes. Normal mistakes include:
- Instead, it publishes a strong voice of the brand.
- Targeting keywords with high newsagents without considering the intention of buying.
- Neglect calling to the readers’ management action.
Glossier’s blog “Into The Gloss” avoids these pitfalls by mixing the cosmetics content in the editorial office with the recommendations of the product, although some GLOSSIER’S PRODUCTS Posts in general. The conversational tone feels like a advice from a friend, which is natural for the reader to explore – and buying.
Never write for the search engine itself and not every post must push dirty. Create trust by helping readers without a continuous playground.
“To The Gloss” mixes the content of the editorial style beauty with product recommendations.
Buyer’s journey
Successful electronic trading blogs map the content to the buyer’s journey phases:
- Awareness. Thought leadership, industrial trends, brand narration.
- Consideration. Comparison of products and posts as to it.
- Decision. Case studies, deep dives and customer assessments.
Made on “address blog all three – awareness, reasoning, decisions – with contributions that educate readers about kitchen dishes, cooking techniques and recipes for natural introductory products. Content helps the prospects to understand why products are worth buying.
“Made in Blog” educates readers about kitchen dishes, cooking techniques and recipes for natural introductory products.
Repliced blogs
The informative blog post should support e -mail and social media.
E -mail, social media
Intoread about the content department from e-mails and social media, create an ongoin Génant-Marketing loop:
- The editorial planning meeting with content and marketing teams ensures that blog topics are in line with the upcoming promotions, starting products and customer pain points. What are the usual objections in front of the countryside? What categories of products generate the most support of Paris? This knowledge should shape blog topics.
- Containers segment based on the history of purchase, values of order aperge, behavior of gold browsing. For example, if a subscriber reads blog posts on skin care, send personalized product recommendations and exclusive discounts for these items.
- Social organic. Extract blog posts to social content of bite size for instagram carousel, LinkedIn update, or Pinterest tips.
Automated sequences
Blog posts contribute to automated e -mails, control and conversion.
- Extraction of ads. Overtarget blog contribution Visitors who did not overcome. Submit ads to dynamic products or exclusive Facebook, Instagram or Google, adapted to the topic they have read.
- A series of welcome. Introduce the new subscriber to useful content before receiving the product.
- Browse e -mail abandonment. Watch visitors who have seen the product page with related questions and recommendations.
- Maintaining customers. Take advantage of the blog content in e-mail streams after purchasing, for example “How to make the most of your new (product).” Brands with loyalty programs can create blog content exclusively for repeated buyers and offer timely access to new products or behind the scenes.