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How to use your blog to improve your online sales

One of our partners recently asked us, ‘how on earth do I generate more sales for my business online in an increasingly distracted world?’

Our partner is not alone in seeking an answer to this question that continuously frustrates and keeps many e-commerce businesses awake at night.

Wolfgang Digital, also known as The Digital Marketing Scientists, recently released their 2019 E-commerce Key Performance Indicator (KPI) Study, which discusses the current statistics and trends regarding e-commerce businesses.

Their answer to our partner’s question: increase the number of interactions your users have with your website, and you will increase your sales.  

Most e-commerce businesses today obsess over increasing traffic to their website in the hopes that they will increase their online sales.

This pursuit is not in vein, because on average only 1.37 per cent of your website’s users will convert into a sale. Therefore the more traffic you generate, the more sales your business will make.

But what if we not only obsessed about recruiting more visitors to our business’ website, but also focused our efforts to re-engaging previous visitors of our website as Wolfgang Digital suggests?

The average user requires 1.52 sessions on a business’ website prior to making a purchasing decision, and the more times a single user engages with your website, the more likely they are to purchase from your business.

Over the next three weeks we are going to explore and discuss the different ways your business can reconnect with your website’s visitors in a meaningful way that will lead to more website visits and increase your sales. 

There are three key tools that you should be utilizing to increase your business’ online interactions with previous website visitors:

  1. Blogging
  2. Social Media
  3. PPC Advertising

Today we will be exploring how your blog can be used to re-engage your visitors.

Blogging

You have probably heard it said many times, ‘your website needs a blog.’

Before you role your eyes back and think to yourself, ‘not this speech again,’ hear us out.

Blogs done right will serve your business by:

Today we are going to focus on how your business’ blog can be used for re-engaging previous visitors of your website, which can be achieved by recruiting subscribers, internally linking content from your website that is relevant to your blog post and utilizing Google Analytics.

Recruit Subscribers

Effective blog posts are designed to meet the specific needs of your customers. The more specific your post, the better engagement your blog will receive.

Now that you have your desired customer engaged with your content, it is now time to invite your user to participate in a long-term relationship with your business. Invite your users to subscribe to your blog.

One of the best ways to re-engage your customers is by providing your users with the opportunity to subscribe to notifications for when your business post’s new content. By doing so, you are increasing the amount of times your prospective customer is engaging with your business which we know will improve your conversion rates and online sales.

This can be accomplished by utilizing an email subscription button or by using subscribers.com’s free notification tool.   

Email subscription buttons, used correctly, will allow your business to re-engage with your prospective customers by providing them with additional content that is related to their interests and needs. To use this function correctly and optimize your click-through-rate, ensure that you:

1. Keep clicks to a minimum when asking for an email address

The best practice here is to ask only for their name and email address initially, do NOT make your user fill out a form right away as this will weaken your click-through-rate.

2. Send your new subscriber a welcome email

Welcome your new subscriber to your blog while providing them with the opportunity to fill out a short multiple choice questionnaire that will allow your user to dictate what type of content they wish to see more of.

Ensure that you notify your subscriber of your subscription terms and inform them of how they can unsubscribe at any time.

3. Engage your blog subscribers

How often you should engage your subscribers will vary depending on your business. However a good rule of thumb is no less then once a month and no more then once a day.

If you would like help developing your blog strategy, our team is happy to help and we will provide you with a free consultation. Contact us today for more information.

4. Have an un-subscription survey

This function will inform you of how to better your subscription service and discover any pain points for your subscribers. Remember to keep it short and to once again utilize the multiple choice survey function.

This is a great way to re-engage your customer without asking them for any of their personal information or email address.

Include Internal Links

Internally linking content from your website to your blog posts is one of the best and easiest ways to increase the amount of time a customer spends on your website. As well, if done correctly, this process will help improve your SEO.

The trick here is to ensure that your blog post is linking to relevant content on your website.   

For example, if Pepsi Co. is writing a blog post on the health benefits of drinking Gatorade during physical activity, Pepsi Co. would only internally link this blog post to other content within its website that directly relates to Gatorade.

A good internal link for this post would be to an athlete’s testimonial page that describes their individual experiences with Gatorade. An internal link to the Pepsi Co. homepage would not be considered a relevant internal link and would negatively impact Pepsi Co.’s SEO and ability to maintain their users attention.

The goal of internally linking your website’s content to specific blog posts is to increase the amount of time and interactions a user has with your business.

Refrain from using the old SEO practice of linking your blog posts to your website’s homepage. Google now penalizes business’ SEO who practise this.   

Use Google Analytics

If your business currently does not have a Google Analytics tag active on its website, get it.

Google Analytics is free, easy to use and an excellent business intelligence resource. If you need assistance setting up your analytics account, our team can assist you free of charge.

Google Analytics can be used to for many purposes, but today we are going to focus on how it can be used for re-engaging your website’s visitors.

Google Analytics helps you:

1. Determine future blog posts

Google Analytics allows you to measure which content on your website is in the greatest demand. Use this measurement to create future blog posts that expand upon the interests of your website’s users and increase their likelihood to return to your website.

2. Evaluate your website’s traffic sources

In the same way that you can use Google Analytics to see what content your users are consuming, you can also track the channels that your users are finding your website through (Organic Search, Direct Search, PPC, Social Media, Referral).

This feature allows you to discover new opportunities for re-engaging your users by seeing which channel they are coming from, their bounce rate and the duration of their session on your website.

Use this data to better focus your blog post outreach efforts when re-engaging your users through social media, PPC and referral traffic sources. 

3. Measure your PPC performance

If you are running a pay-per-click (PPC) advertising campaign and do not have Google Analytics already setup, you are missing out on some incredibly valuable business intelligence.

Google Analytics allows you to see the behaviour that follows for every keyword that is triggered by your PPC campaign. This means that you can see if your user bounced right away or if they stayed and the duration they stayed for. Google Analytics also enables you to see which page your user exited and will notify you of any transactions they complete.

This is not only helpful for ensuring you are running an effective PPC campaign, but these insights also provide you with a better understanding about how your user is interacting with your content.

By knowing the page your user is exiting, you are able to discover the obstructions your user is facing within the buying cycle that you can now address through your blog.

Use Google Analytics to discover your user’s needs and then create content that responds to these needs. Using your blog to convey these messages is an effective tool for re-engaging your users and converting them into a sale.

Conclusion

Your blog has the potential to become your most powerful tool for re-engaging your customer and improving your online sales.

To activate your blog’s potential you must create a subscription function that will enable your business to re-engage your users with future posts.

Once you have your users’ attention, your focus now shifts to maintaining their interest by internally linking your post to other relevant content on your website. The more your user engages with your content, the more likely they will convert into a sale.

Lastly, use Google Analytics to observe your users behaviour. Discover how long your users are spending with your content, find out where your user is exiting your website and learn what type of content your user wants more of.

Use these tips to guide your business’ blog strategy and you will surely gain better engagement and online sales from your users.