1. Blogging for eCommerce
Attracting qualified visitors that generate leads and sales
Mike Redbord & Mike Ewing
Ecommerce Directors @HubSpot
Twitter: @redbord & @inboundcommerce
2. Today’s Agenda
Blog Definitions
Optimizing Content For Traffic
Improving Product Visibility
Engaging Your Audience
Growing Conversion Rates
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3. A New Era for eCommerce:
Writing Content that Attracts Buyers
Blogging for eCommerce
4. What is a blog?
Part of a website which can be regularly
updated with content
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5. What is in a blog?
Articles
• Educational & Informative
• How To
Product Guides
Video
Images
Contests
Industry News & Updates
Event Coverage
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17. Increasing your site’s authority:
Attracting Quality Inbound Links
eCommerce and Inbound Marketing
18. How do inbound links affect rankings?
Inbound links act as a vote or a reference.
Some inbound links are more or less
valuable than others.
Total authority is split equally amongst
all outbound links on a page.
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21. Engage via FREE product
DO: run giveaways, contests, and give away product
Do NOT: expect visitors to engage without incentive
Source: community.ronayers.com
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22. Provide relevant tips and guides
DO: share guides and interesting tips related to your products
Do NOT: write something that under 50% of your audience would read
Source: blog.shopodyssa.com
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23. Strut your product expertise
DO: use your product expertise to promote your products
Do NOT: expect repeat visitors if your content is boring or not in-depth
Source: blog.andythornal.com
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24. Provide industry-insider views
DO: use your industry expertise to educate your audience
Do NOT: engage in too much industry-chatter unless you see demand
Source: blog.gillespieflorists.com
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25. So you’ve got content – now what?
Site Traffic
(search, direct, email, social, etc.)
Link from homepage to blog
Remarkable Blog Content
(giveaways, contests, news, expertise)
Blog & landing pages capture emails
New blog posts
update subscribers via email
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26. Result: Traffic and engaged subscribers
See their case study on HubSpot.com: http://www.hubspot.com/customer-case-studies/bid/7240/Ecommerce-
Website-Increases-Online-Sales-by-40-Percent-With-HubSpot
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33. Segmented email marketing
As you learn more about your customers and
future customers through their site interactions, you
can do more and more segmented email marketing
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34. HubSpot Can Help Make It Happen
Inbound Marketing Works
eCommerce and Inbound Marketing
35. eCommerce Live Software Demo
Register at hubspot.com/ecomm to
learn how to the HubSpot software
can help you:
• Generate more qualified traffic
• Turn that traffic into leads and
customers
• Analyze your sales and marketing
efforts
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