First Meet Magento Switzerland: talk about why having a blog is essential for merchants. There is also a focus on how you can integrate a blog in a Magento shop.
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Blogging for ecommerce
1.
2. To blog or not to blog…
Cartoons from kmonadollaraday.wordpress.com
3. Outline
3 Questions to talk about:
1. What is a blog?
2. Why sellers should have one?
3. How to implement a blog in Magento?
4. Who is speaking?
Alexander Haiser
Projektleiter eCommerce & Marketing
@openstream
Bachelor of Business Administration (BA)
Over 10 years experience in marketing
More than 6 years online marketing focus
Seller & Blogger
Google Adwords Certified
6. What is a blog?
Blog is short for W E B L O G
Kind of a public diary
Posts with reverse chronological order
(most recent entries first)
Blogs started in mid 90s
Mainstream since 2004
8. What is a blog?
Different kind of blogs today
Personal Blog (diary)
Microblog (e.g. Twitter, Tumblr)
Corporate Blog (marketing, branding, pr)
Special genre blogs like Vlog (= Video Blog)
10. Why sellers should have a blog?
Reasons why…
Marketing benefits (customer journey, acquisition)
Customer relation (social media, feedback)
Branding (credibility, trust)
SEO / SEM (traffic, content is king)
Proof (yes, it works!)
11. Why sellers should have a blog?
Marketing benefits
What users expect => Customer Journey
Customers are searching for information, not only products
What search engines expect => SEO
Content is getting more and more important (content is king)
Target longtail keywords, improve inner linking structure,…
12. Why sellers should have a blog?
Further possibilities with a blog
Connect to Social Media (customer relation)
e.g. Blogposts are published on your FB fanpage, show activities in
social media channels, communicate with audience
Instant Feedback (customer relation)
comment functions and interactive elements (e.g. Like Button) drive
direct feedback from users
Credibility (trust)
You know, what you are selling, expert status
13. Why sellers should have a blog?
Use synergy effects:
Same blog content can be
used for
Landingpages
SEO/SEM
• Improve
quality of
Adwords
campaigns
• Target longtail
keywords
Customer
relationship
• Get instant
Feedback
• Discussion
with
customers
Customer
experience
improvement
• Background
information
• Expert status
Branding
• Build a
community of
customers
and readers
that spread
the word
14. Why sellers should have a blog?
Proof
Hubspot.com/soim 2012 Inbound Marketing
15. Why sellers should have a blog?
Proof
HubSpot State of Inbound Marketing, 2012
16. Why sellers should have a blog?
Proof
TOP ecommerce websites in Europe use – guess what…
18. Facts about blogs
Companies that blog have far better marketing results
55% more visits
97% more inbound links
434% more indexed pages
61% of US customers have made a purchase based on a
blog post
81% of US consumers trust advice and information from
blogs
It’s worth blogging, isn’t it?!
Hubspot.com case study 2009
26. How to implement a blog?
WordPress as 3rd Party CMS
Use as subdomain
blog.my-magentoshop.com/
Use in subfolder
my-magentoshop.com/blog
27. How to implement a blog?
Advantages of WordPress
Easy to use
Huge and active community (extensions)
Several extensions for easy integration in
Magento
Best blogging tool out there
28. How to implement a blog?
WordPress as 3rd Party CMS
Further Integration with extensions
29. How to implement a blog?
Magento blog extension WordPress 3rd Party
No extra design needed
One backend
Small to midsize blogs
Limited functionality
Dynamic product widgets
Separate design needed
Backend synch via extension
Blogsize doesnt matter
Additional plugins: Related
Posts, Featured Post Slider…
Manual product link
31. Conclusion
Every merchant needs a blog
Collect topic ideas
Set up a content strategy
Plan your resources for content writing
Decide which blog integration fits your needs
Start blogging – Enjoy selling!
32. Don‘t know what to blog about?
Topic Finding Quick Tips
Research other blogs (competitors, suppliers, etc.)
Think out of the box
Brainstorming (with employees)
Use user content:
tschigi.com – dog stories
weinmayer.de – wine stories