Using blog to promote your business; products and services
Most insitemoney readers read this site to get hints, tips, and tools to help their own blog or site. But one of our goals is to expand the way we think about having a site or blogging and how to use it.
In this piece, I’m going to discuss how you can effectively use your blog as a tool to promote your business. The target audience I have in mind is the online retailer who’s either just started or is struggling to build a costumer base. As we all know, it’s no longer sufficient to just build an online retail store, sit back, and expect costumer to flood in. You’ve got to bring costumers in.
That’s where a blog can come in handy. By setting up a blog on your retail website, you can achieve three main strategic goals:
1. Search Engine Candy
Many retailers that i’ve worked with don’t like the idea of putting paragraphs of descriptive material on product pages. Instead, they like to keep descriptions to one or two sentences. But one or two sentences really isn’t sufficient to pawn the serps. A blog provides the context to be more verbose and to provide a detailed, conversational description of your products (you can even throw in a little salesmanship).
Wondering what to write in your blog? Well, for starters, why not go through your entire inventory of products (maybe one per day) and discuss them on your blog. Aim for 2-5 paragraphs. Make sure to keep keywords and phrases in my and throw them into each paragraph of your blog entry.
Just remember…when using a blog for your retail shop, the goal is to get products sales. With each blog post you should liberally link into product pages where the costumer can quickly make a purchase. By doing this, you can also utilize your blog to naturally build deep links into your site.
2. Establish Your Expertise
A blog allows your business to establish confidence in the eyes of the costumer. Show the costumer that you know what you’re talking about and they’re more likely to trust you and buy product from you. A blog allows you to quickly and easily write authoritative article per week and within six months you’ll find a growing base of dedicated costumers.
Writing authoritative articles pays secondary devidends. You might get free exposure from other sites in your niche. You’ll definitely build deep links into your site. Just make sure to submit each of your expert articles to, at minimum, reddit, netscape, and digg.
3. Communicate With Your Costumers
A blog provides the perfect opportunity to make company announcements, to promote new products, or to make limited time sales offers. While a blog does not replace the effectiveness of direct email marketing, it can certainly supplement and enhance the system. Anyone who has done direct email marketing knows that roughly 5-10% bounced emails is quite normal, not the exeption. Chances are that some of those 5-10% will stop by your website and see your company announcements at your blog, when they may have otherwise been obvious.
Ok, so I’ve given you some basic ideas here. But if you’re like me, reading alone doesn’t do it for you…you like to see things in action. Well the good news is that for about a month I’ve employing many of these tactics in a live of web promotion campaign. We’ve been using the methodology that I discuss in this article as the primary method to increase traffic and costumers for their new online retail stores, that within a month we’ve seen more than 100% increase in site traffic.