5 Ways Blog Content Can Instantly Boost a Brand's Online Presence

The rise of e-commerce and smaller brands means that companies have to be more strategic than ever in how they market online. The increase in potential avenues for placed Internet advertisements are great, sure - but when everyone is doing them (especially your competition), these ads can become a bidding war for that prized top slot on a Google search, meaning you’re always having to keep your eye on your analytics, being reactive, rather than proactive about your marketing tactics.

But, many brands have chosen to take the marketing game back into their own control. The rise of blog content, which can establish brands as thought leaders in their niche area of expertise, has proven to be highly successful. First, choose a topic that coincides with your product or service, so it’s a natural and easy tie-in. For example: If you’re a vegan snack company, create blog content on nutritious recipes for vegans, or if you specialize in products for infants, create blog content for new and expectant moms. The key is to plug your own product or business into the content subtly.

Here are five ways that this blog content strategy can instantly boost a brand’s online presence.

1. It’s easily shareable. Simply put, if a blog is well-written and has good advice, a potential customer who stumbles across it may be likely to share it. Contrast this with a potential customer stumbling across a classic advertisement - there’s no way they’re sharing it on their Facebook page or retweeting it, unless it’s something like Apple’s commercial with the Cookie Monster and Siri. Make sure that each blog post includes a “Click to tweet” and links to make it easily shareable on the reader’s social media.

2. It’s less expensive. You know that bidding war we mentioned? Thus is the life of brands who are solely focusing on ad space, and it can get expensive for common keywords such as “golf balls” or “flower delivery” or “mascara”.... And the list goes on! Blogging, however, costs only a fraction: A brand already has a website, so all they need are content writers on their team, or to outsource for a couple hundred dollars per article for prime content. It significantly decreases the spend on marketing.

3. SEO, SEO, SEO. Perhaps one of the most compelling ways blog content can boost online presence is by improving a brand’s SEO. Tech Client found that a brand has a 434% higher chance of being ranked higher on a Google search if it has a blog. 434%! A no brainer - and, that number continues to rise the more that content is published.

4. It forges a new frontier of a relationship between the brand and potential customers. Customers choose to try new brands if they trust them. By receiving valuable content and information from a brand’s blog, they’re more likely to return to the blog and have a more positive view of a brand. This type of communication between a brand and a customer far outweighs the typical advertising slogans that brands have historically used to try to capture a customer’s attention. Leading them to water with insights, stories, recipes, interviews - you name it, any of that good content they’re looking for - keeps the brand top of mind for them.

5. It creates more, and more engaging material for the brand’s social channels. A brand can only post a product so many times in so many different ways on social channels, but with fresh blog content published weekly or even monthly, brands have more material to post on social, and customers have a reason to continue to engage on social channels. Think about it: Do you really want to follow your favorite laundry detergent on Instagram if they’re only posting photos of the detergent bottle? Probably not. But, you’re likely to follow your favorite laundry detergent on Instagram if they’re also sharing tips from their latest blog post on how to get Cabernet out of your favorite pair of white pants...because we’ve all been there. And while you’re reading, it will remind you to restock.

Believe it or not, the list goes on. So, get out your pen and paper, and get to writing! Your brand will be more recognizable and trusted than ever before.

What Most Companies Miss When It Comes to E-commerce Analytics

Hubspot recently shared an ultimate list of marketing statistics for 2018, and reported that only 22% of businesses are happy with their conversion rates. Only 22%.

Of course, most businesses desire astronomical conversion rates - but a well educated entrepreneur is aware of what a fair conversion rate looks like. There are many ways to try to tweak aspects of a website and marketing strategy to improve a conversion rate and increase sales, but most companies miss the following considerations when conducting the necessary analytics to make these educated changes. Here are the most frequent mistakes companies make when it comes to analyzing their ecommerce analytics:

1. Most companies place an emphasis on sales rather than tracked customer behavior.

It seems reasonable to analyze the performance of a company based on sales, right? But, solely placing focus on which products are doing best negates the role the website plays in the buying experience for a customer. Companies should instead install heat maps on their website’s pages to understand customer behavior when they online shop.

For example: If a cell phone case company is solely focusing on the recent increase in sales on their hard-cover case, they may promote it as a bestseller on their homepage. But, imagine that their heat map shows a majority of customers take time to look through the leather case options, but never add one to their cart. This is critical information that a company cannot find by solely looking at sales.

2. Most companies assume rather than research.

In the phone case example, there are a number of assumptions that the company may make about the behavior, such as, “Our customers must prefer hard-cover cases over leather cases in the summer months.” While this may sound like a legitimate reason, it’s only an assumption. Talking with customers to understand their behaviors beyond the analytics is a crucial step that many companies miss.

In this example, perhaps the customer base would prefer to buy a real-leather phone case at the price point of their other products, but the company only sells synthetic leather cases, which is negatively impacting the conversion rate. Analytics must go beyond assumptions and take companies into the field to speak to their customers. It’s the companies that listen to their customers that outperform the competition.

3. Most companies focus their attention on all potential customers rather than their few committed ones.

Many companies seek to cast a wide net to many potential customers, thus focusing their online shopping experience to appease first time shoppers. But, the lifetime value of repeat customers is significantly higher than the lifetime value of an average customer, so tracking repeat customers in e-commerce analytics is a must.

Understanding repeat customers’ motivations and behaviors in navigating the site can lead to masterful placement choices to ensure they have the best shopping experience and continue to up their lifetime value. It’s the repeat customers who are doing more than just browsing. They are most easily tracked through payment methods, coupon codes, and purchase history.

4. Most companies compute absolute difference instead of relative difference.

One of the most common e-commerce analytics mistakes is in the math! Imagine that the cell phone case company is analyzing their conversion rates on their wallet cases from April to May, and have noticed that it went down from 6% in April to 4.5% in May.

The analytical mistake is to call this a 1.5% decrease, because that would be the absolute difference, and truthfully, doesn’t sound that major. However, the relative difference is calculated by dividing the difference (1.5%) by the original conversion rate (6%) which would equate to a 25% relative decrease. The difference between a 1.5% and 25% decrease is significant, and this simple math error could incorrectly shift priorities away from analytics that should alert the company to potential red flags.

It can overwhelming to analyze the vast array of numbers and analytics when managing an ecommerce company, but by being conscious and aware of these typical oversights from most companies, you’ll be at an advantage in analyzing and re-adjusting your strategies for a more successful quarter.