Lessons from eBay: 4 Reasons Why Blogging is Fundamental to a Strong eCommerce Marketing Strategy
Ensuring the success and virality of your ecommerce website can be exciting, scary, and just plain daunting. Knowing what tools you need to help you market your business better than all the other websites in your niche industry is key – your target audience is only so big! So, where do you look?
Let’s start with Marketing Grader.
Using Marketing Grader, we evaluated eBay on 8 different elements, and they scored a whopping 88 out of 100 points. So what’s the strategy behind this marketing success? The biggest factor contributing to their high score is that eBay both has a blog and regularly publishes content on it. Let’s take a look at 4 of the reasons why this is such an important component of a strong inbound marketing strategy for your eCommerce website.
1. Convert more Traffic
We all know how important blogging is to driving traffic to your website organically, and for contributing to the number of indexed pages that your website has. But beyond that, blogging is a great way to move people from the top of your funnel, as an anonymous visitor to your website, to the middle of your funnel, as a lead, where you can provide them with a more customized experience with your brand. Your blog can do the selling for you!
If you look at all the visitors to your website as compared to the number of people that are actually converting to a customer, you may find that there is room for improvement, and more customers. eBay, for example, receives 83,306,064 unique visitors per month, and while they may not be short on customers, there are likely people that are only coming to the website to look around. By giving these visitors additional information to view on the blog, in the way of calls-to-action and conversion opportunities, you are capturing more of the anonymous traffic in such as way that you can get them engaging more! Blogs offer a sort of forum for people to comment and communicate with you and your brand, which is crucial since open communication and dialogue help to build trust.
2. Social Promotion
Each blog post that eBay publishes, approximately one per day, is being tweeted and shared on Facebook at an average of 22 times per post. This allows eBay to build their reach and get in front of an exponentially greater audience. Keep in mind, the best way to get your audience to share and promote to their own audiences, is to provide them with remarkable content that is valuable and interesting, and a blog is the best way to do this.
Instead of relying on new product updates to be your main source of content, publishing new articles on your blog allows for notable content to be created more frequently.
3. Get found
Once you are consistently creating blog content that you feel really speaks to your ideal customer personas, optimization is key to getting found. You may have the best product in the world but, if no one can find you, what good is it? Blogging is one of the easiest ways to generate fresh, optimized content that will assist you in getting found by your ideal customers and increase the visibility of your product pages. Additionally, the content that you create, will continue to be indexed and crawled by search engines years after the original publish date while other methods, like paid advertising, will not assist you in getting found after you stop paying for them. It is a more efficient and sustainable strategy for your customers to find you organically. Look at that – your blogs are doing the selling for you while you sleep!
4. Build the Authority of Your Site
Consumers are more likely to trust you if Google trusts you. When you show up on the first page of Google for a search on a relevant product, this lets the consumer know that you are a credible and authoritative site in the eyes of Google. In order to make the cut, and show up at the top, you need to prove that your eCommerce website carries that credibility and authority.
eBay currently has a mozRank of 7.3, which is more than double the average website’s score. mozRank measures the authority and popularity of a website, and eBay has successfully gained 358,576 inbound links from sites including Wikipedia, Google, and Apple, resulting in such an excellent score. Creating remarkable content on your blog, will help you garner more inbound links, improve your mozRank and get your website in front of the right consumers.
However, there is always room for improvement. eBay – if you're listening – here are the three recommendations to help improve your blog posts:
- Include links to landing pages to convert more visitors to leads.
- Add more social media sharing icons to make it easier for people to share blog content on social media.
- Ask an open-ended question at the end of the blog to encourage more discussion and commentary.
Have you had success with eCommerce blogging? What suggestions would you share with eBay?
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