While running an ecommerce store, one of the most important things you need is traffic. The more traffic you drive the more sales opportunities you create.
A cheap way to drive traffic is a blog. Websites with blogs have 434% more indexed pages which helps to attract more traffic from search engines. Helpful content also gets shared more on social media, thereby also helping you acquire social media traffic.
Therefore, today I am going to show you in detail how to drive traffic to your blog and get it to convert to sales…
Create a strategy that drives blog traffic that converts:
Just driving any type of traffic to your ecommerce store won’t do, you need traffic that will buy from you. Hence, you should create a posting strategy that only attracts potential customers.
To create this strategy, you need to get inside your customer’s minds. See what they see and feel what they feel. For accurate results, you should first conduct plenty of research on your audience through interviews and surveys.
After that use the data to mold empathy maps and personas. This will help you picture your audience and create a list of blog posts they’ll want to read.
Your blog posts shouldn’t only be about posts relevant to your products. Though, most of your posts need to be relevant to your products you need to accompany them with other posts that your audience finds useful.
An example of a company that understands its audience is Spinning, a site where you can purchase stationary Bikes and other relevant accessories.
When you hear about them you can easily guess that their blog posts will be about indoor cycling. But they go beyond this and publish posts on relevant topics like weight loss, fitness, nutrition, etc. that represent their brand.
This way of covering topics other than only cycling ensures that their blog attracts more traffic. It also helps them establish a stronger relationship with indoor cycling enthusiasts as they help them get the most out of their cycling activities.
Come up with traffic driving article ideas:
After you come up with a list of topics your potential customers will like reading, you should use a keyword research tool to look up the keywords people are using online to search for answers on those topics.
An easy to use tool to try is SEMRush. To find keywords to add to your posts all you need to do is visit their homepage and type in the topic ideas in the field provided and click on ‘Start Now’. SEMRush will find out if the keywords are searched by people and/or if there are other relevant ones.
I searched the phrase ‘energy efficient light bulbs’. These would be ideal if you have an ecommerce site that sells light bulbs.
As you can see SEMRush shows me that this phrase was searched 2,900 times. It also shows me the competition for this keyword, relevant keywords and the sites ranking top for these keywords.
You should explore all these relevant keywords and find ones that have less competition and create blog posts centered around them.
You should place these keywords in your headline and several times in your blog post. It should appear at least 1% of the time. Also add the keywords to your blog post metadata. Here’s a great guide on how to optimize your web pages for SEO.
SEMRush can also be used to audit your site to check how efficiently it ranks for the keywords you want to use. It can also be used to audit your competitors and find out the keywords they rank for. You can create content using these keywords too if it is a viable option
After you write the post and optimize the site for search engine traffic, you should optimize the blog post for social media shares. This should include coming up with a highly shareable title. A tool that can help you brainstorm a powerful title is Buzzsumo. Just search any keywords in the field provided on their website and it will show you with the most shared posts on the topic.
You can then come up with similar title ideas that also include the keywords you plan to rank for on search engines. You can also analyse the most shared posts to see if they have done something within the post to get more shares.
Once that’s done you can implement the same tactics to your posts.
Promote products in content:
Before you hit publish on any blog post, optimize it to drive maximum sales from the traffic you generate. The easiest way to do this is by promoting your ecommerce store on your blog. You can either display ads to the entire store or to one or a few of your products. Displaying one or a few products might get better results as you can write highly targeted copy.
An example can be seen on the post 5 Mouth Watering Hemp Seed Recipes to Try on the Hippie Butter blog.
Within the post you can find ads for products like Hulled Hemp Seeds and Hemp Seed Protein Powder along with a ‘Buy Now’ button. People reading hemp seed recipes will most likely be interested in purchasing hemp seeds. Therefore, this is a clever way to directly turn blog readers into buyers.
This Buy Button is a feature of BigCommerce. It can also be added to emails, landing pages or anywhere else you might want to use embed codes. To use it you will need to set up your ecommerce store with BigCommerce.
The popups that keep popping up and informing readers about the latest purchases are from a BigCommerce app called Fomo. You can click on the links in the popups and check out the products and purchase them too.
These popups provide social proof to the products. When people see others purchasing them they will want to get a hold of them too. If a limited number of products are available, the popups can drive sales even further as people will want to buy them before others beat them to it.
Just like the above blog you should do everything you can to directly promote your products in your blog posts.
Promote the posts:
Once your blog posts are optimized on-site for SEO, shares, and sales you can begin promoting them. Promoting will ensure that you drive more traffic with social media and search engines.
To get traffic from search engines you need to get backlinks to your posts. You can find sites that could potentially link to your posts by analysing the top-ranking URLs on SEMRush. It will show you all the websites linking to it. You can then contact the site owner or blog manager and ask them if they would like to link to you.
And to get shares you should share it on social media by yourself, use Facebook ads and conduct outreach and ask people with engaging followings to share. You can find people who share posts on that topic by analysing any URL on that topic on Buzzsumo. It will show you the number of shares the post got and the sharers.
You should contact these sharers and ask them to share the post. If they have a blog that publishes posts on relevant topics, ask if they’d be interested in linking to the post as well.
Convert traffic to leads:
Did you notice something on the Hippie Butter blog?
A slider appears from the left bottom of the screen. It asks people to sign up in exchange for a free guide on Hemp.
This method of converting traffic to leads is something every e-commerce blog should do because only a small percentage of visits will turn to sales.
Most people will not buy your products immediately due to various reasons. They might only be mildly curious on the subject currently, they might not be sure about which product to buy, they might not have the money, they might be waiting for the sales season, etc. The reasons are endless.
This means that they might not buy now, but they most likely will in the future. Therefore, when you capture their email address you will be able to promote your products in the future when they will be ready to purchase.
Capturing email addresses also provides you the opportunity to nurture your subscribers with free useful content. This can be highly effective in generating customers. Especially if they’re on the fence about your products’ or your company’s credibility.
Like Hippie Butter you can either give away free content like an ebook in exchange for a signup or you can just ask people to sign up for your newsletter or you can give a discount coupon.
Another example of an opt-in form can be seen on the Thrive Market blog sidebar. Here they plainly ask people to sign up to their newsletter.
For best results implement all types of opt-in forms like popups, content upgraders, and sliders.
Once you capture leads through these forms, you can nurture them with more free content delivered via email. When the time is right you can begin promoting your products and convert them to customers.
Now use your blog to drive more ecommerce sales:
These are all the steps you need to implement to drive more e-commerce sales by blogging. Start off by creating a strategy that attracts potential buyers. After that perform keyword and social research to come up with blog post topics that will drive traffic.
Next, create the content and optimize it for search engines, shares, and sales. Finally, promote the posts and drive traffic that will convert to sales.
And don’t forget to capture the traffic (leads) that don’t want to purchase from you immediately.
How do you use your blog to drive more e-commerce sales? Which techniques have worked best for you? Please leave your comments below.